Brand Tweet # 18: "Why should I care?" http://www.pmw.net/tweets 100 days to building a better brand!

When creating your message, remember to write from the customer's perspective. Why do I care about your product? Why should I buy your product or service? What makes me want YOU! I am living my life and I am fine, why should I change from my current resource and take the chance on you? You need to differentiate yourself enough so your USP (Tweet #45) is so appealing it makes the inconvenience of switching seem inconsequential, next to the benefits of change.