The Pre-Foreclosure Property Investor\'s Kit : How to Make Money Buying Distressed Real Estate -- Before the Public Auction You may remember the 1990 movie Crazy People in which Dudley Moore plays an advertising executive whose idea to write “honest” advertising copy like the following lands him in an insane asylum: Volvo… they’re boxy, but they’re safe. Porsche…you can’t get laid in one, but you will once you get out. As outrageous as those taglines were, they were successful in the movie (and probably would have been in real life, too) because they spoke to what people really wanted–far beyond what car companies learn from customers in rank-the-features surveys.

Our organizations face the same problem automakers do. I certainly don’t think my firm’s marketing and sales consulting services or training offerings are anywhere close to commodities. I believe we have deeper insight, more experience, a watertight methodology…a laundry list of reasons why we can provide value no one else can. I bet you feel the same way about your core products and services. But the truth is that many other organizations claim to have the same things we have. And if you delude yourself thinking that what’s on your website and printed marketing collateral is significantly different from what others have written down, then you’re full of it.

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