Here are a few of my favorites:

• NEVER USE WE. Eliminate the personal pronouns “I,” “me,” “we,” “us,” or “our” in advertising, packaging, sales literature or anywhere else in marketing communications. “We” is about the marketer and its story. “We” is in the first person. “We” is a bad proxy for your brand name or company name. Your job is to draw the customer into the conversation by focusing on her and her story, her concerns, her headaches, her wants. Your job is to build brand awareness, not “we’ awareness…Never use “we,” “us,” or “our” in the headline. The advertisement is not about you, it is not about your success or experience or hard work. It is about the customer and what the product will do for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
• SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking action right now?
• DIFFERENCES. If you flip through any small stack of magazines you will quickly find many examples of ads that inform of such things as “our people make the difference,” or “little details make all the difference,” “feel the difference,” or even, “the right choice makes all the difference.” These are all signs of lazy marketers who have not taken the effort to think through what makes their product “different
  The ROI of Networking
  Networking is important. In fact, Networking is pivotal to one’s business growth.By definition, Networking is the reciprocal process of exchanging ideas, opportunities, experiences, information, knowledge & expertise that w ill enhance our professional & personal lives - possibly contributing exponentially in return to the effort investment.Through the
  e,” “we,” “us,” or “our” in advertising, packaging, sales literature or anywhere else in marketing communications. “We” is about the marketer and its story. “We” is in the first person. “We” is a bad proxy for your brand name or company name. Your job is to draw the customer into the conversation by focusing on her and her story, her concerns, her headaches, her wants. Your job is to build brand awareness, not “we’ awareness…Never use “we,” “us,” or “our” in the headline. The advertisement is not about you, it is not about your success or experience or hard work. It is about the customer and what the product will do for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
• SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking action right now?
• DIFFERENCES. If you flip through any small stack of magazines you will quickly find many examples of ads that inform of such things as “our people make the difference,” or “little details make all the difference,” “feel the difference,” or even, “the right choice makes all the difference.” These are all signs of lazy marketers who have not taken the effort to think through what makes their product “differen
  Kill the Hype
  She was waiting for me when I returned from a meeting. Standing outside my office door, I could tell by her downward glance, Jodie was not there to give me good news on the project. Despite her confident, enthusiastic and definitive style, she failed to deliver what she had pitched. It was not the first time.Jodie operated counter to the Scottish proverb advisin
  ” “us,” or “our” in the headline. The advertisement is not about you, it is not about your success or experience or hard work. It is about the customer and what the product will do for her or him. To confound this sin, these same advertisers often follow their ”we” with trite clich?s like, “We put customers first,” or, “We are committed to excellence.”
• SELL CONSEQUENCES. Always communicate the consequences to the customer of going without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking action right now?
• DIFFERENCES. If you flip through any small stack of magazines you will quickly find many examples of ads that inform of such things as “our people make the difference,” or “little details make all the difference,” “feel the difference,” or even, “the right choice makes all the difference.” These are all signs of lazy marketers who have not taken the effort to think through what makes their product “differen
  Top 5 Tips To Reduce Your Home Insurance Premiums
  We all know it is imperative to have home insurance. Home insurance covers any mishaps that might occur and enables you to replace the contents of your home – and even the home itself!. There are different types of home insurance and the premium you pay will of course depend on the type you choose and the level of cover you choose.However there are other factors
  ing without your product…It is always more effective to influence the customer by showing the cost, damage or loss they incurring right now by going without your product. Few customers knowingly ignore consequences and then deliberately buy an alternative product on the basis of a lower price alone.…What is it costing your prospect right now to not be doing business with you each month? What other consequences will occur if she delays taking action right now?
• DIFFERENCES. If you flip through any small stack of magazines you will quickly find many examples of ads that inform of such things as “our people make the difference,” or “little details make all the difference,” “feel the difference,” or even, “the right choice makes all the difference.” These are all signs of lazy marketers who have not taken the effort to think through what makes their product “differen
  Sense Of Urgency To Create Your Life - Tap Into The Real Power
  "You must take action now that will move you towards your goals. Develop a sense of urgency in your life.- Les Brown"You have only one life and one opportunity to create what you truly want. You can create anything you desire, but it takes total commitment to make it happen. This quote by Les Brown brings to mind how important it is to
  ng action right now?
• DIFFERENCES. If you flip through any small stack of magazines you will quickly find many examples of ads that inform of such things as “our people make the difference,” or “little details make all the difference,” “feel the difference,” or even, “the right choice makes all the difference.” These are all signs of lazy marketers who have not taken the effort to think through what makes their product “different.” And yet it is these differences that are your selling points and even your competitive edges (or are they just "wishful differences” with your competitor having the real competitive edge.) If the marketer is too lazy to think through the differences and articulate them, how can he expect the customer to do it for him? If you can’t illustrate to the customer why your widget is different and better than the Brand X widget, he will either choose based upon price, or by what his cousin Ernie thinks he once heard someone say about your brand).

If you haven’t read How To Become A Marketing Superstar yet, go pick up a copy. I’d loan you mine, but I’m still rereading it.

COPYRIGHT(C)2006, Charles Brown. All rights reserved.