The document discusses marketing a business based on emotions like having the lowest price, best service, or being the most unique. It advises to choose one of these emotions to focus on and use words that express that emotion in ads. Graphics should also portray the chosen emotion. Competitor research can help select the ideal target buyer and emotional messaging to focus on.

11. LOWEST PRICE SERVICE CAN’T FIND IT ANYWHERE ELSE

12. HOW THEY FEEL WHAT WORDS EXPRESS THIS EMOTION
LOWEST PRICE

13. BEFORE YOU MARKET AT THE
LOWEST PRICE . . . ASK YOURSELF

14. BEST SERVICE HOW THEY FEEL WHAT WORDS EXPRESS THIS EMOTION
BEST SERVICE HOW THEY FEEL WORDS USED IN THIS EMOTION

15. BEFORE YOU MARKET BY BEST
SERVICE . . . ASK YOURSELF

16. HOW THEY FEEL
MOST UNIQUE
WHAT WORDS EXPRESS THIS EMOTION

17. BEFORE YOU MARKET BY BEING THE
MOST UNIQUE . . . ASK YOURSELF

18. LOWEST PRICE SERVICE CAN’T FIND IT ANYWHERE ELSE
YOU CAN ONLY PICK ONE!!!

19. LOWEST PRICE
SERVICE
CAN’T GET ANYWHERE ELSE
RULE – YOU CAN ONLY PICK ONE!!!

20. WAG

21. LOWEST PRICE SERVICE CAN’T FIND ANYWHERE ELSE
BEGIN ADS BY SELECTING ONE EMOTION

22. LOWEST PRICE SERVICE CAN’T FIND ANYWHERE ELSE
USE THE WORDS THAT EXPRESS THAT EMOTION

23. REMEMBER TO CONNECT THE EMOTIONS

24. LOWEST PRICE SERVICE CAN’T FIND IT ANYWHERE ELSE
WHAT EMOTION DOES THE GRAPHIC PORTRAY?

25. Connecting, Motivating and Educating
Air, Resort, Cruise Hotel

27. To help select your ideal buyer
and emotion, start by analyzing
your competition.
Research as many competitor’s as possible

28. 7.2 M
2.7M
872K
319K

30. Darlene’s Competitors

31. Darlene’s Business Experience

33. “Darlene’s testimonials are different”