Empty Praise “Wow! Great job!” may make you feel accomplished, but in marketing, testimonials full of platitudes won’t cut it.

Phil McCrackin When deciding if the Yellow Pages are a right fit for your industry, Rich encourages you to prank call your competition. Well, sort of.

Expert Witness? Rich learns a valuable marketing principle when an expert witness blows a case by neglecting to educate the jury on the simplest distinction.

You: Jerkwad  We curse John Smith if he doesn’t buy right away; yet how many marketers will curse themselves when exhibiting the same behavior?

Anytime Santa Want a prospect to open the mail you send him? Send him a package that reminds him of Christmas.

Windbags Away! Rich reminds us while editing a wordy letter into a simple flyer that oftentimes we talk way too much.

Overfill Their Trashcans Numbers guarantee effective marketing. Rich isn’t talking dollars here. The more points of contact you make, the more likely you’ll break through.

Caught On Video! Can’t work a flamethrower or air cannon into your television commercials? No problem! Rich lists some of his favorite video demonstrations of all time.

Teleprompter, Please Knock a TV interview out of the park by scripting the questions. TV is an illusion, remember?

Liquid Insanity! Rich teaches the little guy how to conquer a giant’s share of the market by making his business ‘Home of Something Unique and Memorable.’

 (Volume 3 contains one audio CD with 10 tracks and a total of 70 minutes)