Thou shalt not "Do it yourself", for many
of the same reasons that lawyers don't represent themselves in court, doctors
don't give themselves a lobotomy, and barbers don't give themselves
Thou shalt not let stations talk you into
"Doing it for you", because like Real Estate agents, they are "doing it" for
themselves, not for you.
Thou shalt BRAND from the very beginning
Thou shalt "Keep it simple", smiling all
the way to the bank as you zoomest past all those who call you stupid.
Thou shalt tell 'em what you are about to
tell 'em, tell 'em, and then once again, tell 'em what you told 'em, ere they
Thou shalt tell stories, which shall end
with the same idea as they began, thereby making sense and giving pleasure to
those who are attending your message, and also selling the hell out of your
product or service because they will remember the story.
Thou shalt offer benefits, keeping your
features to your self. But thou shalt never stop demanding that somebody in
marketing come up with more benefits for the same features.
Thou shalt never accept book rates, for
you shall surely be had, and the other guy shall feel cheated and worthless as
Thou shalt listen to your customer,
because if you don't somebody else will.