Hone Your Message

From product names to brand promises, strive to be simple, direct, and "supercharged." The "I've got to tell someone" factor leads things to go viral. The Las Vegas restaurant Fleur de Lys missed an opportunity when they named their super deluxe hamburger the Fleurburger. A more simple, direct, and supercharged name: The $5,000 Hamburger.

Lesson: In traditional marketing, there is an emphasis on cliché, clever wording, and invented words. Instead, adopt a message that is simple and direct.