Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 2

THREE HIDDEN INGREDIENTS IN EVERY WINNING PROMOTIONAL CAMPAIGN

No matter how large or small your business, your promotional efforts represent hard-won dollars that must be used effectively. Competitive pressure to create a standout winning strategy can be enormous. The bad news is that you can't play it safe and get any traction in today's marketplace. The good news is that you can minimize the risk and dramatically increase your chance of hitting the jackpot by following this simple rule: A successful promotional campaign must have three essential ingredients:

1. Excitement.
2. News.
3. A compelling call to action.

These three elements never change no matter how much the marketing landscape does, as technology drives new ways for consumers ...