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My strategy is called Marketing Marksmanship™ because it emphasizes the "persuasive power of precision"™, that is, offering a precise product to particular people is the only way to have a powerfully persuasive reason to choose you over any other alternative.

Let’s clarify this with an example: 'the fate of five fast-food franchises all on the same street.'  The first one sells only hamburgers, the second only fried chicken, the third only pizza, the fourth only submarine sandwiches, and the fifth sells all four food products.

Common sense suggests that the fifth franchise selling all four foods would be more popular because it offers its customers a choice and four times as profitable because it sells four times as many products.  As the old saying goes “the more you have to sell, the more you sell” … Right? … Wrong!

The realty is this, not only will the four franchises focused on one food product outsell the unfocused vendor exponentially and explode into an international success, but will actually drive the all-inclusive food outlet into bankruptcy.

As evident in any city, focused franchises likeiMcDonald’s, KFC, Pizza Hut and Subways, and focused retailers like Best Buy, Staples, Chapters and Home Depot, dominate the landscape, are killers in their respective category, and are the only ones making a decent profit from their marketing investment.

In contrast, unfocused family restaurants and department stores that simply try to offer everything to everybody with a vague, dubious "better value / better service" claim are swiftly becoming extinct.

An Excellent Example of Standing for Something:

A client that chose to follow my advice and target a particular mindset is Anne Akira's Fitness Freedom™.  In a faddish frenzy of fitness programs claiming phenomenal results without diet, exercise, effort or will-power: it took a lot of guts to defy this popular and desperately desired belief.  Sure, everybody wants to believe they can eat jelly donuts in front of the TV and lose ten pounds a week, but their inescapable fate is to be frustrated with failure.  That is when Fitness Freedom™ jumps in defying this ludicrous insanity with the slogan "Have you tried enough quick-fixes yet to learn that they just don't work!"  With such precision how could it possibly not be persuasive?