|Doug Hall's 3 Marketing Principles are from his book Jump Start your Business Brain. The following 3 principles can help you create great marketing. Your marketing material should contain an:
1. Overt Benefit
2. Real Reason to Believe
3. Dramatic Difference
Overt Benefit (OB)
You should talk about the benefits of your product or service, not its features. Be overt with the benefits of your product or service.
A feature is an attribute but the benefit is what you get from owning the product or service.
Real Reason to Believe (RR2B)
How can you get the customer to believe that you can deliver on your Overt Benefit? You can do this via demos or presentations, free trials.
Dramatic Difference (DD)
How is your product or service dramatically different from your competition?