Thinking about how to position your product or service to the world?

The very best marketing language is:

1. Simple. Think yours is easy to understand? Make it simpler still. Ask yourself, will parents understand your material? Will grandparents?
2. Focused on lifestyle. How will your product or service improve people’s lives? Or jobs? Or companies? Or homes? Or closets? Make sense?
3. Don’t focus on your features and specifications. I won’t be mad at you if the last 20 percent of your message has to do with your technical specifications. But the first 80 percent? All value, all the time: what value do you bring to your customers? 
4. Tell lots of stories — about how real people use your product or service. In fact, show real people using your product or service.
5. Use emotional language — words that are thrilling, fascinating, motivating, captivating, etc.
6. Never stop communicating. Keep talking to your market, no matter what. If you stop, competition will pass you by in three seconds.

Over the next five business days, I’ll details each one of these topics and go into depth — one per day.

(Thanks to my friend Rich Martin for the idea about doing lists and then detailing each point on subsequent days. He’s working a terrific new book on business strategy, by the way.)