Style vs. Substance

The ideal to strive for with your marketing
is for it to have both style and substance.

With its style, it conveys your identity and captures
the attention of your primary audience. With its
substance, your marketing makes essential points
and motivates your audience.

The biggest mistake that you can make is to get
carried away by style, and in the name of creativity
lose your substance. Levinson states that you want
to "present substance and do it with style". The
reason for this is that you want your prospects
to "remember the substance" because:

Checks get written, credit cards used, and orders
are placed because of the substance.

Substance is facts and opinions, not fun. It
communicates the problems you solve, and the
benefits and the results that can be expected. As
always, knowing WHO wants the benefits of your
products and services is your first consideration.
Substance is specific as can be, and effectively
uses words and pictures. Substance is not fun.

Style is fun! Style makes your marketing fun to see
and hear.

Most people should not even think of selling with
style at the expense of substance. Many have tried.
Most have failed.

The Golden Rule is: stress your substance,
and do it with style.

(c) 2005 Guerrilla Marketing Golden Rules e-zine

Steve Brewster
Executive & Business Coach
403.283.5706
www.brewsterconsulting.com
steve@brewsterconsulting.com