Update: The vernal equinox, or Spring is right around the corner. For some of you, Spring-cleaning may also include sneezing, watery eyes and clogged nasal passages. One of my friends suggested going to the beach (if that's possible) to avoid the pollen explosion.

Since I don't prefer allergy medicines, my weapon of choice has been a prescription nasal mist. It works wonders without any side effects. Now I can continue working on the important stuff.

Feature Article: A Tad of Honey for Rad Ads

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Positive Space...

Here's a comment I received from my new speaker friend Sherri Petro, "I enjoyed our conversation and it's cool to know others in the same positive space."

I am now floating on air.

What is this positive space she alludes to?

It's the sharing, connecting and advancing of ideas that have revolutionized your life. It's the warm, fuzzy feeling you get when someone tells you their story and you can instantly relate with your story. And it's the breath of fresh air you breathe knowing that the time you spent was mutually rewarding.

For students of self-development, reaching this positive space can be a common occurrence. Because self-development teaches you to build a more positive "self," you'll automatically attract other positive people. And isn't that a nice space to dwell?

A Tad of Honey for Rad Ads

Dear Associate,

I know you wouldn't be caught doing this...

A friend from Northern California called me for my comment about their school's new banner sign. The city he lives in has just shut down two more public schools due to lack of enrollment. The parents in the community are livid. They have never forgotten about the two other public schools that were shut down about six years ago.

My friend has since enrolled his four girls in a small private school. Because of this latest development, the brilliant young marketing mind at this school recently decided to display a huge banner sign on the school grounds to promote this private school as an alternative to crowded public schools. The banner went something like this:

"While other schools are closing: We're adding more programs."

This sign is short and to the point. It includes a pain statement. It promotes an alternative. Both claims are true. But would you have the moxie to run this ad?

I wouldn't.

It borders on insensitivity and hints of superiority. There's no benefit statement. It doesn't leave you wanting to find out more. It left me asking, "So what?" I don't believe the school will get the type of response they wanted.

Here's what happened the day after that sign went up...

One lady marched in to the school administrator's office to complain about the message. She says parents in the community are already upset and hurt—yet this sign seems to perpetuate the problem. It creates more aggravation and heated discussion surrounding the school closure controversy.

Will there be more complaints? Only time will tell. The school's initial goal with the banner was to attract more inquiries.

From a financial aspect, banner signs can get quite expensive. For a small school, this sign could be a major expense. And it's not like you could edit it afterwards. Perhaps the school administrators could have asked for personal comments before finalizing the project.

In the meantime, it may not be ideal to follow this marketer's wayward tendencies. You want to attract business—not repel it. Here's an important lesson to remember...

When you write an ad or headline that you're not allowed to test, apply this one principle: You'll catch more bees with honey than vinegar.

Warm regards,