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Shake That Brain!® Solutions
Volume 2, Issue 2 |
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To help you Shake That Brain! and discover solutions for maximum profit. IN THIS ISSUE: To help you Shake That Brain!® and discover solutions for maximum profit. 1. PUFFERY VS. OUTRIGHT LIES
PUFFERY VS. OUTRIGHT LIES In last month's newsletter I discussed putting your best marketing foot forward by employing a "hook" and an "overt" selling message (Vol. 2, Issue 1). What I did NOT advocate was PUFFERY or OUTRIGHT LIES - the stock and trade of over-zealous marketers and politicians alike. According to the American Marketing Association, PUFFERY is "an exaggerated advertising claim that would be generally recognized as such by potential customers" (i.e.; "world's best cup of coffee"). Visit any greasy spoon in America and you will find a sign that says: "World's Best Cup of Coffee." How many of those signs are telling the truth? Zero. Okay, maybe one. Maybe. (A close relative of PUFFERY is VAGUENESS, resulting when a statement is "not clearly, precisely, or definitely expressed." For example: "My son went to Cornell." In fact, the only time my son "went" to Cornell was when we visited its campus this past summer. Besides, he's nine years old.) Unfortunately, an OUTRIGHT LIE requires no definition. Consider the statement: "I have a Ph.D." In my case, I DO have a PhD. In fact, I designed it and printed it myself. And even though it says I am a bona fide GRADUATE of Best Coast University, not only have I never set foot on its campus, Best Coast University does not even exist. Meanwhile, thousands of people claim to have a PhD even though it's from a diploma mill or an unaccredited university. Bottom line? They no more "earned" their PhD than I than I "earned" mine. So why all the interest in "earning" (or "buying") a fake PhD? Because "potential customers" are more inclined to HIRE you, PROMOTE you, or BUY your book if you have a PhD - even a FAKE PhD. "But Joel," you say. "Surely you exaggerate the EXTENT of this deception." How about this? According to the Wall Street Journal (5/11/04), a report from the Government Accounting Office has concerns about "hundreds of government employees who either attended or are attending diploma mills - unaccredited schools that typically offer diplomas based on 'life experience' for thousands of dollars in flat fees without any classroom instruction." This includes "28 senior-level federal employees ... including three Department of Energy managers who have security clearances and emergency operations responsibilities at the national Nuclear Security Administration." Other agencies with employees involved? The Department of Transportation and Homeland Security. Who else has phony PhD's? Best selling authors ... speakers... consultants ... and "experts" everywhere. As the old saying goes: A lie told often enough becomes the truth. Or does it? Alternatively ... Learn to market yourself in a manner that is nothing less than above reproach by attending one of my "Shake That MARKETING Brain!" programs or by enlisting in my "Get a MAP!" program (Your Marketing Action Plan with One-On-One Coaching). Finally, as promised ... HOW TO GET YOUR PhD - ABSOLUTLEY FREE! Attend any "Shake That Brain!" program and - upon request - I will personally award you your very own PhD (PhonyDiploma) from Best Coast University - absolutely free! Printed on real imitation parchment, these diplomas are100% suitable for framing. Or just send me an e-mail with the subject line "Diploma" and I'll send you one via e-mail. ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^ This newsletter has been brought to you by Joel Saltzman. Joel is a speaker, facilitator, consultant, and creator of the "Shake That Brain!®" system for Business Solutions: for building better teams, increasing sales, and improving the health and vitality of your business and personal life. To learn how Joel can help your organization, click on: http://shakethatbrain.com/wow TO SUBSCRIBE: If this newsletter has been forwarded to you and you'd
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to: join-stblist@mh.databack.com This list (and your participation in it) will never be sold, rented, or used for any purpose other than to entertain and inform you with our FREE Shake That Brain!® newsletter. TO UNSCUBSCRIBE: If you'd like to unsubscribe to our newsletter, send
the words TO BE HEARD: Send all comments, criticisms or suggestions to: comments@shakethatbrain.com This email newsletter is intended for the use of subscribers only and may contain information that is confidential, privileged or unsuitable for overly sensitive individuals or persons with no sense of humor. If you are not the intended recipient, this document may not be duplicated, transmitted, stored, genetically manipulated, spindled, folded, crushed, cracked, stapled, punched, bound, photocopied, tenderized, ignited, launched, lunched, axed, nixed, pressed, pushed, pulled, shredded, pureed, buffed, rebuffed, refrigerated or retreaded. Shake That Brain!® is a Registered Trademark. JOEL SALTZMAN |
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