To an advertising professional, of all the 5Ms (the Market, the Money, the Media, the Message, and the Messenger) the Message is the most important “M.” The more powerful the message you present in your commercials and ads, the more results your clients will get from their advertising. When talking with clients, it is our job to get from them the most powerful and understandable message from them that you can get. And the fact is that many times our clients won’t really know what that “powerful and understandable” message is. It will be our job to help them advertise a message that will drive immediate traffic or customers to them. A strong and well thought out strategic message is what makes advertising work. This is where the rubber meets the road. There are two things that motivate potential customers to take action and respond to the client’s advertising commercials and ads. Simply put, they are “greed and urgency.” We are defining greed here as saying to prospective customers exactly “what’s in it for them”…why they should want to get off their couch and come to our client’s business or call our client or do whatever “call to action” we are asking them to do. This is commonly called the “hot button” for creating sales results. If you would like for us to work with you on your message and increase customer counts and sales, we are ready to talk with you at Larry John Wright. Visit us today at or give us a call at 1-800-821-5068. We look forward to hearing from you.