Resonating with Relevance

It's at the core of every offer. Speak to your customers in a language they understand with a product they could use.

For example, the United States is offering millions of dollars for information leading to the capture of terrorists. But, does a million dollars resonate? It didn't seem to for the ten years that this country pursued Osama bin Laden.

But camels? That's another story...as news emerges that a Somali militant group is offering camels for U.S. officials. Ten for the President and two for the Secretary of State.

Before you laugh too hard, think of what their audience could do with ten camels vs. a million dollars.

Uh-huh.