aricschi

The essence of quality marketing is the maximum possible communication your product's value to a potential customer. How to do that is the essence of this marketing book. To increase market share, you need to lower your prices or add value (or, advertise the heck out of your product, hoping for robot-like response).

What needs to be defined here is the difference between the two forms of approach. If you haven't seen the movie "Crazy People," starring Dudley Moore, rent it today. It is mandatory viewing for any business person. Aside from the comic relief value, what it has to offer is an interesting and informative view of direct marketing versus image marketing. Dudley falls from grace at an advertising agency and ends up in an asylum, There, he allows the locals to write promotions. The results are ads like, "If you wanna go to the bathroom, you gotta get (a laxative)." This ad causes a virtual (pardon the pun) run on the local pharmacies. Have you ever heard the statement, "If you want the truth, ask a kid or a drunk"? This is your basic "tell-it-like-it-is" or "cut-to-the-chase" type of benefit advertising.

A second ad (in the movie) said, "If you wanna get the girls, you gotta get a Porsche." It had results similar to the laxative ad. Get the point? These are ads based on real, expected (and experienced) results, not hyped up illusions and fantasies.

The opposite is exemplified in the pretzel ads that show Jason Alexander (George from the "Seinfeld" show) being picked out of a crowd, at random, to be an emergency hockey goalie. He makes superhuman saves, while eating pretzels, and ends up saving the game and then gets the prom queen. This is also reflected in the Christmas perfume ads that almost guarantee romance and fulfillment of your every desire if you buy a particular fragrance.

Are you looking for an illusion or a valid result from doing business with you? It's a choice, a matter of perspective, like lower prices or added value; it's a business decision. Illusion may result in an increase in business, however, both pricing and illusions are easy to top by the competition, and therefore represent risky business decisions. Those "crazy people" weren't so crazy!

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At the end of a first date comes that awkward moment when you must decide if you want to kiss her or not.

Also, if you do kiss her it had better be good to make a favorable impression. It may not be fair, but some single women will judge you on your first kiss as to whether she would be attracted to you want to date you again. In other words, she must feel some chemistry when she kisses you.

If you are a lousy kisser, then you're going to be a failure at creating good chemistry between you and your date. Is chemistry important on a first date? You bet it is! And if you're a great kisser, you're going to turn her on and have an edge on the other guys that date her that are lousy kissers.

So, just exactly what makes a good kisser and kisses that single women that you go out with won't forget? The key is to be soft and gentle and follow her lead...that's all there is to it.

If you really want to turn her off and blow your chances for more romance and future dates with her, do these things:

• Drooling all over her mouth while kissing. Women don't like wet or sloppy kisses.
• While kissing, you keep your lips stiff and rigid. You've got to keep your lips soft and sensuous. She needs to be able to feel your lips. If they are hard as a rock it will feel like kissing a rock to her.
• Keeping your lips closed. Please guys, open your lips! Women don't enjoy kissing just a slit on a guys face.
• And most importantly, don't be stingy with your tongue. Give it to her and play tongue hockey with her. Let her suck on your tongue if that's what she likes. Whatever you do, don't try to gag her with your tongue. Just use it gently and don't try to stick it down her throat.
• If you don't know how to kiss properly, I would suggest practicing on the back of your hand. Pretend that you are kissing a hot & sexy beautiful woman that you're dying to become intimate with. You could also practice kissing yourself on the mirror.

In closing, if you really want to succeed with single women in the love and romance department, you must be a good kisser.

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