Interesting, but Americans are exposed to advertising twice as much per year as the Canadians. Four times as much as the English. And five times as much as French. Surprised? You shouldn’t be. I am not the first person to write about these stats.

We can sit here and cry that it’s tough on both the average consumer and the marketer OR we can try to draw conclusions and act on them.

In your advertising message, (whether it’s local, national, TV, radio, paper, Direct mail…) be different, be unique, be bold, whatever you do don’t be GREY. Do not try to be cute. What you’re saying might make sense to you, but it won’t make sense to others.

I go to the different trade shows, conferences and seminars. 9 out of 10 booths I see have some sort of a slogan that either doesn’t make sense or has nothing special about it.

Bottom line is … people are bombarded with advertising every day. Just look at how many ads you see when you turn on your TV or pick up a magazine. To get your message across you have to be UNIQUE and CLEAR.

Remember the “Offer You can’t Refuse?” thing? Well, sit down and come up with a Unique Selling Proposition that will knock your prospect’s shoes off. Something that will make them say … I’ll be dumb to pass on this. I know it’s easier said than done, BUT it can be done.