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Why Most Marketing Communication Doesn't Work By Ryan Dickinson Leveraging the most effective 2% of your business in your marketing communication Research shows that over 98% of the DNA in our bodies is EXACTLY like every other human being on the planet. We take those similarities for granted. But if we related to each other like most of us in the business world communicate with our prospects, here is how we would sound: "Hi. I breathe. My heart is beating! And it has been doing that for years! It works great. Would you like to go out with me?" In a world full of ridiculous pick up lines, this one would win first prize. But what about a line like: "We are Harper Design, and we provide great marketing solutions to fit your needs" A majority of businesses in the marketplace consider this type of communication to be effective, but it is just as ridiculous as the pick-up line above. Why? Because I only told you about the part of my business that is exactly like every one of my competitors. I met, courted and won the heart of my wife not because I breathe and my heart is beating, but because of the 2% of me that is different from all of the other human beings on Earth -- what I like to call the "margin". In marketing, there is a communications margin that most businesses tend to ignore. When this happens, we get: We are Company A, and we provide great service at an affordable price. We are Company B, and we provide great service at an affordable price. We are Company C, and we provide great service at an affordable price..... Are you communicating only the 98% of your business that makes you exactly like everyone else in your field? Most businesses are...and it leads to a lack of differentiation and a commodity market--where the only difference is price in the eyes of your prospects. To break out of the 98%, you have to communicate on the margin - that 2% that makes you different (better) than every other competitor. To be the most effective in marketing your business, you need to do three things: 1) Identify the margin, the most effective 2% of your business. 2) Move the points of competition to the margin. 3) Exploit the margin differences with a targeted strategy and execution. Leveraging the most effective 2% of your business will set you apart from your competition. Happy marketing! About the Author Ryan Dickinson is a founding partner in Harper Design, a marketing solutions firm located in the Denver metro area. Print-friendly version

Hypnosis Downloads for Relationship Issues...

Fear of Commitment
Making a decision that will have an impact on the future - whether short-term or long-term - sometimes feels hard to do. But it is only by commiting to a course of action that life progresses and we are able to make the most of opportunities that come our way. The Fear of Commitment download will help you make decisions - including those concerning your relationships - more easily, without the anxiety that used to stop you commiting fully. Click here for more information...

Put the Spark Back Into Relationship
After a while the excitement and freshness can leave a relationship. Familiarity and the pressures of life can get in the way of the love you used to feel for one another. The 'Putting the Spark Back' download will help remind your unconscious mind of the excitement you used to feel. When you, or you and your partner use the session, those original feelings can come back powerfully, returning the fun and excitement and reminding you of why the two of you felt so attracted to one another in the first place. Click here for more information...

Get Over a Relationship
It can be difficult to stop thinking about your ex-partner, and the feelings of sadness and loss can be hard to deal with. This is of course natural for a time, but if you feel it has gone on for long enough, Getting Over a Relationship can help you calm those feelings down. The session will help you 'update' your unconscious mind so that you feel more like moving on. Click here for more information...

Overcoming Jealousy
Whether you are the jealous partner, or are on the receiving end, jealousy can devastate a relationship. 'Dealing with Jealousy' will help you get control back over the workings of your imagination so it stops feeding you images of the worst happening. Your partner will be astounded, (and probably overjoyed!) at the new relaxed, realistic you. Click here for more information...

Be More Independent
In any loving relationship, it is easy to become overly dependent on our partner; to the extent that their needs always override our own. In the short term, this can feel loving and often occurs in the early stages of a relationship; but if you become too 'absorbed' in your partner, the relationship and your own life inevitably suffer. Developing independence will help you strike that fine balance that allows true independence to improve relationships and strengthen the bonds between you. Click here for more information...

Banish Relationship Insecurity
Insecurity in relationships happens to everyone at some time, but when it is a constant visitor, life can become pretty difficult. Nagging thoughts about the other person, jealousy perhaps, pessimism about your long-term prospects with your partner - all these are common side effects. Download Banish Relationship Insecurity now and experience freedom from those old negative thoughts. Click here for more information...

Approaching Women
Many times you talk to other people without even thinking about it. If you are chatting to a member of your family, or a good friend, you are not worrying about 'sounding cool', or 'being funny'; you are simply talking! Using hypnosis, you can take this ability and transfer it to the 'chatting up women' situation. It's not like you need to learn something completely new; you just need access to your ability in that situation. That's why Approach Women with Confidence will quickly help you talk to women and feel confident. Click here for more information...

Meeting New People
When meeting new people you want to be yourself, but nerves get in the way. 'Being yourself' is a nice idea, but when you get anxious, it makes it extremely difficult. You become more self conscious and thinking about the other person becomes harder. Hypnosis can keep you calm and outwardly focused when meeting new people, which gives you the freedom to act normally and truly be yourself. Click here for more information...