Objectives & Strategy in Advertising

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Things to realize before embarking

Initially, we should consider some considerations... then we will arrive at the objectives.

What exactly is advertising?

Without having looking in typically the dictionary, let's prepare up a definition. Here goes: "There's this entity -- the promoter. He or she, she, or it wants to connect a message inside order to achieve something. The term advertising covers this specific whole matter. inch

Put everything by means of the wringer

You may have read, in this particular guide's section titled, "History of previous campaigns, " that will when you're chasing sellable facts, you should disregard typically the small points. Overlook that stupidity. Rather, leave no rock unturned. Consider the product from just about every angle. For instance , fill up in these blanks:

This product will be a ____. The purpose is usually to ____. The person who needs it will be a ____. The item helps him simply by ____. It comes to an end an ordeal with ____. The prospects should care because ____.

When if you're marketing a product or service, every single part of that is "the probable Eureka, " mainly because something you failed to assess might jump out at a person.

"Um... about individuals strict orders a person gave me? inch

You won't guide your enterprise to the particular goals using every smart person's guidance. You'll probably discover their directives don't match. Follow all of them and you'll simply run around found in circles, water lower your ad, start barking the wrong woods, or some other metaphor. Rather, let their own advices (new word) enhance and improve your judgment.

Spread

In the event you try to be able to take in the entire project in one sitting, it will be too overwhelming and you'll prevent the assignment. And so, take it a bit at a moment. When you think of a solution in a single sub-area, it will help you in certain of the other people.

Getting to the objectives

Do you know the goals for this ad, in any case? Here are a few questions that will help you locate the answers.

Concerns about you...

* The reason why are you advertising and marketing?
* What sort of benefits do you would like?

Questions about the ad...

* What is this advertisement seeking to do?
3. Do you know the priorities with regard to it?
* Just what is it striving to say?
3. What kind regarding tree would this be?

Questions in relation to the audience

2. What are we all asking the target audience to believe?
2. How do you want the audience in order to be changed after seeing the ad?
5. What is the particular audience meant to appear away with?

Making notable progress more than time

When questioned to predict exactly how well your campaign will perform, say this: "I recognize our organization would like a complete turnaround in a matter of weeks, but this kind of is like an exercising program. We're proceeding to make dominant progress after some time. That's a more realistic goal. "

Have no too many targets to have an ad

You've been given several objectives for one particular little ad. Like these:

* "Get lots of responses"
* "Say each of our product the most convenient"
* "Improve our company image"
* "Introduce a brand new feature"
* "Respond to a competitor's bogus claim"

Coworker Cram Jammitz states, "You need to add another objective, and this is important. We need to be able to emphasize that our own is the almost all durable. Don't you think it's required to say this specific? "

That's the trick question. The answer is: Is actually time to reexamine what this advertisement should certainly do, because it's too total of objectives already. Some points need to go in to other areas, like typically the direct mail piece.

Satisfying the standards

You come upwards with a superexcellent concept, and a person fall in like with it immediately. For example, you write this headline: "Are your records trapped in Uranus? " Then you certainly realize it has a fatal shortcoming.

The mistake is always to go forward together with the flawed advertising and hope no person will notice or perhaps care. Usually, the particular defection will expand, and it will damage the strategy. The concept wasn't worth dozens of troubles. Alter "Uranus" to "Mars" now -- ahead of it is something a person don't want.

Deal with it: You're offering!

One way or perhaps another, you must offer to people. Have fun here.

Don't believe a successful copywriter which says, "I can't say for sure, I don't try to sell anything. I lay in my garden create little sketches from the gooseberries, and the words move out. inch

Modification: He is promoting, because he will be successful. It's simply that he surely slice the "Aw shucks" baloney and make it his self-package.

Watch the most "sincere" politicians and even you'll see the similar mechanics in motion. The winners promote almost all the particular time. The top-top winners work as in case they aren't selling... when of training course these are.

You may just create advertising, you create reactions

Here's some cool water hard: In case you produce advertisements, you're an cost. And expenses obtain cut. If an individual produce results, most likely a revenue origin. And you don't get cut. Hopefully.

Method

It's it

Method is figuring out and about what you're planning to do. So that as the copywriter, developing the right method is among the most necessary work you'll perform.

"Come on! " somebody declares. "Choosing which often direction to go is more significant than creating written content? "

Yes, because your copy is a good implementation of your own strategy. If your technique is good however your creative is far inferior, you'll probably do well. Yet , if your creative is good although your strategy is usually inferior, you'll most likely fail.

Also, your own strategizing never halts, even though you're making a decision the way to arrange the final copy hindrances. So , wherever an individual are in the process, understand that you can't certainly be a la-la copywriter who enables everyone else deal with the strategy. You must think... and are convinced... all the method through.

Building typically the framework

The construction is at the core of your current strategy. May basic structure the whole team should accept to prior to going forward. It consists of 5 parts, and that forms the essential basicnesses of your campaign. Here they are:

Product: What a person are advertising.
Prospective client: The best person to draw.
Problem: The best dilemma a person can solve for your prospect.
Competition: That which you can't say mainly because competitors say it.
Appeal: "This item gets past the particular competition and helps this prospect fix this problem. inch

We'll learn regarding these parts beginning in a few pages, although there's some various other stuff first. Later on, you'll assemble some sort of phenomenal framework.

Not any planning is wrong...

... and over-planning is usually wrong. It's silly to throw advertisements out there with no putting lots of thought behind them. Nevertheless, it's also awful to waste useful months erecting a giant plan that collapses under its own weight. You need to strike the balance. Immediately.

Out with the outdated

Some of typically the smart old strategies have to be tossed away. With regard to example, this way is to place an ad by means of 15 revisions prior to putting it out and about there. Please reevaluate doing this, because jooxie is within the digital connection world. It's much better to obtain the ad out there on 21 days, make responses, and preserve improving everything. Three points:

This is what your wisest competitors are performing.

Minor improvements probably won't raise the reply.

You can't state, "I took the standard amount of period to create this ad, " if the feeling is, "We're in the electronic digital age. You will get a great ad required for some sort of very short period. inches

Be zippy

Here is the familiar (slow) strategy for resultful advertising:

The item gains awareness in the market...
... well then the prospects commence thinking favorably regarding it...
... and typically the prospects respond.

This plan is practical upon paper, but that usually falls separate inside the real planet. It takes a long time to get answers, and the advertiser operates outside of money, moment, and patience.

In this article is the much less familiar (speedy) approach: Do everything at the same time. In one advertisement, tell prospects precisely why they should be aware associated with the product, the reason why they should employ it, and precisely why they should react now. As a new result, many potential customers should reply right now. A respondent may say afterwards, "I never heard of that product prior to. I still still cannot remember the label. But I approached them, and they are sending me a test. "

The point: You don't have the finances or time to be able to build awareness 1st. So, make huge leap and obtain reactions now. The one who acquires your product will be aware regarding you, and -- given your instances -- this really is adequate.

The vacuum

The particular vacuum is a place someone puts him self in when he aren't see the realities of the...

3. Audience's needs. "Vac, few people are going in order to accept this. inches
* Competitive situation. "Vac, our product is getting killed out there! inch
* Product's limits. "Vac, face that: Ours is slower. inches

Vac needs to move out inside the world and even see which he is not necessarily the market's dictator. He is one other servant to that.

Product

Introduction to the product

Today we're getting in order to the bottom of anything, because that's where the product is definitely. The majority of what if you're going to perform depends on the particular kind of services or products you have. Intended for example, if you're promoting for a jewelry store, no longer show jewelry thieves.

It's impossible to understand what product you have, and this manual spends short amount of time in this vital region. Instead, let's overdo it and claim, "Wow, it's essential for you to understand everything about typically the product. " And even, "Boy, it's invaluable to study the product. "

What will be this product meant to do?

You're reading about the product. Ask yourself, "What is this product or service supposed to perform? " Don't negotiate on easy responses. Get creative.

Let's say you're advertising the bucket. "Yes, it holds water, " you imagine. "And water preserves lives. " Right now it's more than a bucket. Is actually something that saves lives.

Note: This type of thinking is the basic fundamental groundwork in advertising -- and also a core to be able to it.

Are you currently persuaded?

Would you purchase your product? No copping out with, "Since the product isn't meant for me, associated with course I more than likely. " You should answer. Would you is included with product?

If of course, why? Use your current answer to assist construct your ad message.

If simply no, what is having you back? This particular could result in heart searching about the worth of the product or service.

Hopefully: Your item is developed to the point a person can say, "Of course people may choose it, since it's a great deal better. "

Relating to price

We're proceeding to take a look at cost two ways:

2. Investing (details are usually coming right up): You are prodding the prospects that they are acquiring a robust Return on Purchase, and so the product doesn't cost them anything. It saves and even earns them funds.
* Paying (starts aways down inside this text): Most likely stating the item does indeed price money.

Investing

Demonstrate to the audience that will they aren't investing money to obtain your product. That they are receiving a major solution to a major problem, and much more solutions to other problems. Consequently, your method saving them in dozens of ways. That they even generate earnings as a result.

Try not necessarily to talk regarding the way the audience is parting with money, because that basically the whole history. Talk about methods your product saves them money. Say to them it will help these people make more funds. Prove to them the period and effort they will will save converts into dollars on their behalf.

Two side factors:

Promoting investment doesn't fit every situation. For example, it probably won't sell the cup of caffeine.

Frequently , you carry out need to speak cost. For example, "It's 20% fewer price than our nearest competitor. And even it's a great investment. "

Nevertheless , an individual should always think about shifting the message to saving/earning, to some extent as it could assist your audience make a case for the purchase.

3XROI

Before you market, you must reach a three-time Go back on Investment (3XROI) with your product. That may be, if a person spends $10 to be able to own your merchandise, he gets a minimum of $30 back. To do this, list what your own prospects receive within return for their cash. Factor in the value from increased productivity, saved moment, reduced effort, and even improved multi-tasking. Pursuing are some marketing points you might give to the prospective customers:

* Time: Likely to save hours in addition to days. You may invest that time more productively.
* Money earned: The item assists you make a lot more money.
* Potential future spending: You'll want to buy less -- following week and next year.
* Look: This is one clear product, and appears can make a lot of difference in your career, relationships, etc.
3. Effort: The fight has ended. You're zero longer bogged along.

Once you've tallied a 3XROI from your product, go forth and advertise! You may so much eye-opening stuff, you won't be able in order to fit it almost all in.

Tying RETURN ON INVESTMENT to product functions

ROI alone still cannot form a persuasive ad, for the reason that potential customers need to be aware of wht is the product will on their behalf. So, connect features and RETURN ON YOUR INVESTMENT together. For instance: "It works quickly, and that saves valuable time. inch Works instantly is definitely the feature, in addition to saves energy is typically the ROI.

Also, ROI won't turn typically the trick for many low-cost and negligible purchases. If a person sell thumbtacks, may try to persuade the prospects they may get an RETURN ON YOUR INVESTMENT from. However, you should still think about the ROI, as it will prospect you to think about new benefits.

Fundamental objective: Give individuals lots in come back for the amount of money they will pay... and lots a lot more than the competitors offers.

Paying

Fess upward

It's wonderful to speak about investment, nevertheless you evasive regarding price. Your prospects are already advertised in order to thousands and thousands of occasions, and they want to know what the item costs.

Do you put the value into the advertisement? This is the cop out there answer: Advertisers inside your industry portion have probably already do this decision, because -- by tradition -- they possibly talk price or indicate. Think two times before breaking along with long-held practices.

"It costs a lesser amount of... whenever you see what you're getting"

In the event that your product fees more, turn the whole matter on it is head. Show typically the audience how your own system is the much better value. For example: "We give you a five-year guarantee -- something the competition is afraid to be able to offer. " There should be good reasons the system is more costly, and you should explain.

Don't drive the typical product

It's a waste of resources to tell the restaurant user why he should buy seafood. Why should he buy your make of seafood?

Potential customer

Goodness gracious -- this effort regarding one person. (This odd statement is going to be cleared up afterwards on within the text message. )

Going step-by-step to get typically the prospective client

We're planning to talk more about each of the particular following. This can be a purchase:

Scope
Pick
Reach
Grab
Pull

Range

Defining the market industry

The particular market is every person who might purchase your product.

You need to know that the market is usually, and we'll get to that later on inside the text. Correct now, we'll talk about how many people there are in your market.

In the event that a wise origin says your complete market comprises hundred, 000 people, the particular how many problem is settled. Right now, the question is definitely: What percentage regarding the 100, 1000 makes up typically the active market? This kind of requires a fresh subsection.

The active marketplace

Most people inside the total market (that 100, 000) aren't going to get your product -- at least certainly not this year. So, the active industry becomes key. This kind of is everyone who might purchase your product or service now or found in the near long term.

What percentage associated with the total market can be regarded as the active market place? That depends on some sort of lot, including the particular economy, season, plus price.

For example, take price. Why don't say you're offering an expensive product. Inside our case:

2. The entire market is 100, 000 men and women.
* The lively market is 1% of that complete.
* So, there are 1, 1000 people inside the active market.

The actual: In the event that you advertise in such a way that you reach almost all 100, 000 individuals (you won't become capable to -- this kind of is an academic discussion), then 1, 000 people could have an active fascination in addressing your current ad.

This doesn't indicate 1, 000 individuals will respond to your ad. It will result in:

* You need to place out a great ad -- one that gets numerous of those 1, 000 to reply.
* You want the ad to be able to be so fine that plenty involving those 99, 500 others...
* Awaken up
* Quickly turn themselves straight into active prospects
5. Respond to the ad

Getting back again to the value issue, if is actually an affordable product, the particular active market might be 5% regarding the market (not 1%, as all of us saw with the particular expensive product).

In case all this noises muddled and inventé, you get the particular idea. Now, a few get more perplexing and talk regarding who the marketplace is. The key reason why: Wise advertising doesn't speak to the whole market, but one particular person.

That is this particular one person?

The prospect! See, you're never addressing all the particular people in your current audience. You're just talking to one person: the prospect. Typically the reason: All that matters is exactly how your message will be received, and that is done one individual at a period. Case in stage: You reading these kinds of words as some sort of multi-headed being, although as an individual. All by yourself.

Side tale

Agora Fobia is petrified, because she has never publicized to a million people before. The girl decides to formalize her style... create stiff copy... allow it to be appropriate for just about all those people.

Agor should calm herself. If she had read the final section, Ag knows she is simply speaking with one particular person: the prospect. The multiplication of that number is of no concern.

One-on-one communication

End up being glad that ad communication is dealt with one-on-one, because if you're already wonderful in this type of swap. Friends always count on you regarding help... you've given family members smart advice... and less than a month ago, your words and phrases improved the spirits of a colliege.

Don't let a nonexistent thing called The particular Mass Audience maintain you from using your mesmerizing powers of encouragement. Inside of conversation, you can easily lead a buddy to go the proper way. Take action the particular same way in your advertising.

Semi-relatedly, if the audience is full associated with VIPs, the casual style could job even better. 2 reasons:

It tasks confidence. You show you belong there.
Really more daring. How may you communicate so casually with these effective readers? You're performing a high wire act. People innately recognize that, and so they enjoy seeing it.

Putting all this another way (one that will has been related by many): The chance is no different by an e-mail partner who have a mess you can resolve. You write in order to your friend on the style you determine, given which that person is -- cousin, ex - manager, childhood friend, etc . You point out that you...

5. Understand her predicament
* Possess the best solution
* Understand a special solution to get that remedy now (such being a sale)
* Encourage her to try out the perfect solution

And that's about it!

Universalism

How can you select the one particular prospect? This requires a shift inside thinking.

Since our society emphasizes typically the individual within the team, it's easy to believe we're most different. However , this ain't so. Generally there are enormous masses of people who are usually -- to have an advertiser's purposes -- the same. When you're inside a crowd, appearance around. Are additional people familiar? They may you! They have got exactly the same basic items you do. Plus, since things are what advertisers sell, the particular issue is satisfied.

Advertisements are filled with irony right here. You observe ads along with these messages: "You're one of a kind! You decide to go the own way. inches Yet they're marketing, what -- several of these goods? Advertisers speak to what an individual feels, and then that they expand it to the masses.

Universalism leads to persistence

How can a person see social uniformity firsthand? Perhaps you have anything that people always get wrong. These people always pronounce your own last name wrong. They think you're typically the younger one, nevertheless you're actually more mature. That is community consistency, and an individual can do magic with it.

For instance , if you send out some text to one, 000 people and it delivers a 3% response, you can ramp up. Mailbox that same part to 15, 000 similar people and get, um, not likely the 3% response. It might be 2% or 1%, because things don't operate that cleanly. On the other hand, it's unlikely likely to get a 0. 01% response, and even that's key. You are able to score many positive results with this selection of consistency.

Overall thinking: If you understand the continuity that individuals, you'll enjoy the wonderful career in advertising.

Collective intelligence

This is exactly what a market place communally feels. To be able to shed more gentle on this, let's make you a new car dealer (though that will just be noteworthy near the end). You're on your lunch split. You go in the quick shop, and you also hear two folks talking about a major rock concert that's rolling into town. Then you take a look at a fast foodstuff place and you hear another person talking about the identical concert. You surmise there is a collective mind on this concert. Of which is, a strong percentage with the neighborhood is referring to that and thinking about it. Right now there is a news.

OK, you automobile dealer: You're generating a radio commercial, and it starts running this Thursday night. You toss away your traditional program and say this specific: "Everyone's discussing the particular concert event of the year. Read that right. This Saturday, my buddy Rich will participate in his electric any guitar in our showroom. And we include free admission. inch

In sum, if you're playing off the concert -- a thing that has the collective consciousness. You aren't redirecting some of the buzz to you personally.

Know your prospect's personality

Study what and find your current own insightful observations. For example, in ways this: "She's the fickle person. Nevertheless that means your girl will become loyal, mainly because she probably will not find other remedies that satisfy the girl. We should invest more to get her as a new customer, because she'll stay with us longer. "

Head of the industry

With market behavior, there is nothing simple. The particular prospect can behave irrationally. Nostalgically. Territorially. Loyally. Emotionally. You are going to invest a job attempting to understand what the chance wants, in addition to if you will get a lot more knowledge each year, you're ahead.

Physical report

Many like the idea of naming the outlook and writing upwards a description. Regarding example: "Our prospect is Rhonda, a new 38-year-old accountant who else lives in some sort of St. Louis region. She worries concerning her five-year-old collie, because... " This specific write-up is powerful if coworker Nocon Trol is experience flighty. It assists prevent him by saying, "Let's advertise to interplanetary creatures. There's an untrained audience. inch

In any other case, whether you should write a profile depends upon what you're marketing. For example, in the event that males and females use your own product equally, that doesn't help in order to the prospect will be a man. Inside most cases, your own prospect can always be The Prospect, a person who could have this or that name, and might be employed within this or perhaps that department.

Simply one thing is really necessary: Every person must share the particular same problem.

If the prospect is not only self

Your prospect might act upon behalf of somebody else. For example , typically the man becomes unwell. His wife really does everything she might to resolve his / her condition. You may advertise to the wife.

Jaded

Few will be honest, nevertheless the prospect relies upon advertising more compared to every other source for product knowledge. (Now, that's power. ) However , learning what is available is wearisome for him. He or she has to sift through piles associated with BS, and this particular has turned him because jaded as you are. Maybe more.

So, you include a choice: A person can either provide him more of the same crud he could brush off, or perhaps give him some thing innovative and helpful.

Pick

Journey to be able to the center involving the world

Bert says, "Our prospect knows he's trivial. He sees themselves as being the little person. Let's begin coming from there. "

Plus Bert can ending there, too. Mainly because every person can be a center, and the particular world revolves close to him or the woman. Take you, for example. As you place family, friends, in addition to workplace before yourself, on a minute-by-minute basis your lifestyle is owned by you -- you're number one. Advertising catches you in those minutes, and smart promoters direct their text messages to you -- the center involving the universe.

Question: Does your advertisement put your prospect first, eighth, or perhaps 3, 792, 453, 327th?

Get in to the prospect's lifestyle

Contemplate everything relevant to your potential customer. What are her likes and disapprovals, and hopes plus fears? You are going to get some things that put you in hot pursuit of a new concept.

For example, you think: "Our prospect will be the kind of lady who sets a holiday wreath on the front side grill of your ex car. Hmm. Just what can I do together with that? "

2-d to 3-d

Several advertisers have superficial views of their own prospective customers. They point out their customers...

3. "Drink beer all day"
* "Only care about their own golf games"
* "Are single oriented. It's all audio too age"

Almost all this misses the boat. Rather as compared to adding cardboard cutouts of people, discover the particular three-dimensional world inside of them. Then likely to connect to them.

A preachy moment

Typically the advertiser should fade from the process in the event that he would not want to have...

* The prospect because a friend
* Evening meal in the prospect's area

Reasons:

* The particular advertiser can't create genuine appeals to be able to the prospect.
3. The prospect deserves advertising from an individual who respects the girl. Advertising con artists need to be determined and banished to remote islands.

How hip is your prospect?

That will identify how much vocabulary, humor and paradox you can make use of.

The powerful have got less time

In case you sat in the airport all working day and watched vacationers read publications, how many people would likely tear out advertisements, or call a new phone number in a ad? Probably nil. It shows how much difficulty your ad has to work.

The even more decision-making power the prospect has, the particular less time she gets. She is occupied together with matters, therefore don't tell her everything you want to. Instead, give the choicest points, relate these to solutions she needs, and make a powerful limited-time offer. That's that! That's really it.

Seeing how folks see

Without looking like a creep, glance at the way other men and women read magazines. Comm Uter scans typically the ads with tiny concern. If typically the visual or heading doesn't get your pet, he progresses to the next web page.

However , if the ad does capture his attention, he will give it twelve more seconds involving his time. May he continue in order to be drawn in? That mostly will depend on no matter if the ad's employee creator tried to be able to make that happen.

The observer

While an advertising person, you should include to have an overwhelming, lifelong desire for what men and women are doing -- what they are usually carrying, holding, ingesting, etc. Also, an individual should want to be able to know what types of individuals they are with regards to what they will be doing.

Reach

OnGo Smart Advertising agency -In technique

Amazing but true: Within you is nearly almost everything you need to be able to sell the outlook. This is best proven with the Jump-In method. Here, a person keep your thoughts, and you hop into the body of your potential customer.

For example: Our hopper-inner is Frank. He is advertising lifesaving climbing products. Bob thinks, "As a mountain climber, I'd be bothered about getting immobilized. But I didn't be worried about falling and dying, even though gowns what I'm said to be addressing. I suspect I'll talk regarding preventing paralysis throughout the next ad. inches

So, with the Jump-In method, you apply your current own sensibilities towards the prospect's situation, so you advertise accordingly.

Margen Dewit says, "But my prospect can be a 76-year-old grandmother, and I'm not. very well So what? You and she include lots in accordance. Picture how you'd feel in her placement, and you'll get access to her mind and world. And this particular is to try and need in order to be.

Also, likely to eliminate inconsequentialities inside your advertising. Reason: In the event you wouldn't care concerning it, you more than likely ask your possibility to care regarding it. This consolidates your copy -- power-packs it.

Some sort of happy statement: Utilize Jump-In method, and also you and the potential customer will love from some sort of long and trusting relationship.

Join line with the prospect's thinking

If a person can say just what the prospect is definitely thinking, you're close to getting a reply from him. Because... exactly how can he withstand? You're in the wavelength. You've hit typically the nail for the head. You and this individual are partners in a single thought.

Tracking together with the prospect means you aren't behind him, before him, too considerably to the left or right, or on his bad side. If you're with him.

However, some advertisers are not able to act as the prospect does. That they want to deliver the prospect all-around to the provider's way of thinking about. And this will more than likely fail.

Who is definitely trying to reach an individual?

Within the last week, did any advertisers genuinely make an effort to reach an individual, or were they taking comfort stating to themselves, "We're out here, and even we look as good as the other adverts. " Don't have this attitude inside your advertising. Get to the prospect.

Insights over benefits

Just what is commonly identified: Smart advertising tells you about benefits greater than features. What is definitely less known: Wiser advertising talk regarding insights greater than positive aspects. For examples:

* Good... show a feature: "This auto is solidly created. "
* Intelligent... provide a benefit: "This car helps you to save you from repairs. "
* Better... give an insight: "Tired of wasting money on repairs? This kind of car is the remedy. "

Insights place you where an individual need to be:

* Studying the prospect's head
* Striking a blend
* Making a link

When you're attaching, the prospect trusts a person enough (not a great deal, but enough) that you can lead him through typically the advertisement and to be able to the response sector.

Side note: When you're on monitor, you can earn the potential client to extreme spots. For instance, you say, "That can take a week, and in your company, which an eternity. inch The prospect believes, "You can state that again. inch

Front and back of mind

In the event that people only performed what the methodologies of their minds informed them to, there would be no donut shops. Therefore, the rear of the mind is active. Promote with it.

Driven by reason or feeling?


That is a key problem, because those two choices (reason plus emotion) take a person in different directions.
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