Well, I hope you enjoyed what you’ve heard in this program.  I know we covered a lot with you.  We talked about the two most common market mistakes that businesses are making.  We talked about eliminating platitudes and implementing a complete marketing system.  We talked about the importance of business innovation and we talked in relative detail about how the Strategic Messaging Formula™ can allow you to craft messages that cut through a cluttered marketplace and cause your prospects and customers to draw the conclusion that they would have to be absolutely CRAZY to work with anybody else but you no matter the price.  

We also gave you plenty of examples and case studies along the way.  Here is the shocking part, believe it or not what you learned is literally just the tip of the iceberg.  Implementing the complete Strategic Marketing Program in its entirety covers every facet of a company’s marketing plan. 

So, finally, let me give you a tool you can use to create your own business innovations.  We actually have 12 innovation formulas that we use that allow us to easily and scientifically find needs and desires in any industry or marketplace and then create unique innovations to fill those needs and desires that can easily be implemented by our clients.  Some are more advanced than others, but in every case a true and exclusive business innovation is developed so that our clients distinguish themselves in the marketplace.  For the sake of time, I can only share one of these innovation formulas with you.  This one is called The Ultimate Solution.  It's remarkably simple, yet powerful.  Here's all you need to do.  

Write down on a piece of paper a negative situation that your customers could or would have when doing business with someone in your industry.  Let's say you're a doctor.  Write down the negative experiences that people have with doctors.  Now, there are a lot of them.  They can be problems related to fear or pain or cost or problems with insurance payments or the problem with just waiting too long.  Or whatever.  Just write down the potential negative experiences.  Then, ask yourself this killer question.  If your customers had the power to change anything in your business to solve this problem, what would they do to alleviate the problem?  In other words, what would the ultimate business do to ensure that this problem never existed?  What is the Ultimate Solution? 

Component #6 is Business Innovation.  Most companies we work with already have an innovative inside reality. Their primary challenge is in effectively communicating it to the outside world.  However, perhaps one or two percent need our help to innovate their products or services so that they can market their unique identity in their target market.  We help them discover what products or services the market really wants, but nobody else is giving it to them.  It doesn’t matter what industry you are in.  The Strategic Marketing Program™ utilizes innovation formulas that have proven successful over and over again and that are designed in a way that makes them suitable for any type of business.   

Some people call this a unique selling proposition or a USP, but we believe it is really your identity.  The idea here is that you need something legitimately unique about your business that make people feel that they should buy from you rather than your competitor.  Something that lets people know that you are not just a commodity and that you're not just like everybody else.  However, we call this a business innovation because the best way to come up with a USP or Identity is to innovate your business, service, or product and to give the marketplace exactly what they want.  Plus, once you come up with something truly innovative, it's incredibly simple to write headlines for that position.   

Let me give you a few examples.  Let's say you innovated the car and you created the car that runs on sea water instead of gas or electricity.  Pretty innovative, right?  So, what would you say in your marketing?  What would be your headline?  I've got it, what about this?  Super Efficient and Environmentally Friendly.  No, of course not!  

Do you see how utterly ridiculous those platitudes sound?  Well, that basically is the equivalent of what most companies today are doing.  

Building great businesses with great products and services and then telling the marketplace that they are efficient and environmentally friendly.  In other words, platitudes.  No, writing a headline for innovative products and services is easy.  You simply make the innovation a Big, Fat Headline.  For example, in the case of a car that runs on sea water, you run a headline that says THIS CAR RUNS ON SEA WATER-exclamation point.  I'd probably add the sub- headline that says SERIOUSLY, so the headline and sub-headline are huge and it would say this:  This Car Runs on Sea Water, Seriously, and of course there would be a picture of the car there.