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Most attempts at differentiation are based on product features, benefits, or price. But marketing messaging that breaks through when it’s noisier than ever has to start with a core business fundamental.

Imagine your CMO, CFO or CEO giving your ideas the same level of attention and interest as they give to a Super Bowl commercial.

Using the core tenets of good copywriting can do exactly that.

This is a very complicated and noisy world. We’re not going to get a chance to get people to remember much about us.

We have to be really clear on what we want them to know.

What do you know about your audience? Do you know what keeps them up at night? What they’re afraid of? What their daily frustrations are?

It’s not hard to figure out if you know where to look.

If your messaging is weak, you have no distinct point of view, your website isn’t built for conversions and your customer database is unorganized, a Facebook ad campaign isn’t going to help.

Impressions have long been a favorite of paid media sales reps and digital ad platforms. "It's all about eyeballs on your content," they tell us.

Except...it's not.

As Dave Gehardt put it, “A brand creates a feeling. An attraction. Hey. These people are like me! Or Hey! These people get me!”

Long ago, people KNEW the Earth was flat. Or that the Earth was DEFINITELY the center of the universe.

Until it wasn’t.

Your first attempt at something will probably not be good.