Look, we both know the importance of advertising and marketing. But there's really only one thing that makes them truly effective — a powerful message that resonates strongly with your target audience.

A great product is important, yes. But unless you can speak to your audience's hopes and dreams; unless you can convince them that you understand their desires at a deep, visceral level, you will always be buried by competitors who have deeper pockets than yours.

But how do you do that?

You do it by speaking to them in ways that they only use to speak to themselves. You do it by using the "secret words" that they only use in their internal conversations, or with their most intimate friends.

Things like, "Dammit, how does she manage to roll out of bed everyday looking like she's ready for the catwalk?"

When you use those "secret words" with your audience, they will instinctively think, "Wow, this person really gets me. They know me and understand me like nobody else."

Think about it.

Think about the people in your life whom you describe with those words.

Who are they?

That's right. They're the handful of people whom you trust implicitly; whose opinion you value above everyone else's; whose advice you rely on, because you know they have your best interests at heart.

If your customers were to come to consider you in that light, what would the implications be for your business?

You already know the answer to that:

The "Secret Words" your customers use