Number One. Thou shalt build revenue FIRST and brand SECOND. Brand matters, but the primary goal must be sales. It’s possible (although not recommended) to sacrifice brand at the alter of sales and still recover. But you cannot sacrifice sales at the all-holy alter of brand and hope to survive. Number Two. Thou shalt write offers…not slogans. Slogans might win awards, but they don’t make sales. Great marketing inspires ACTION! It does not merely inform or entertain. (Also, there’s a special place in marketing hell for advertisers and marketers who stack up awards for their “creativity” but who have never owned or influenced a sales number. They would do us all a favor if they stuck to finger painting.) …

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