S=Urge PrincipleTM

For 22 years Persona has led the industry with key principles, inventing Image-Marketing in 1988, Credibility Index in 1992, and Blogertize in 1999.

Our most important principle, the one most often used by our competitors, is our famous S=Urge PrincipleTM.It is also known as the speedy story principle. Or, just the success principle. In broadcast we have seconds to tell a meaningful story that creates the urge to "buy." In print, a handful of words and an image or two. The S=Urge Principle is increasingly important in a competitive world.

S=Speedy Success

=Urge. Urge is critical to your success. In advertising, collateral marketing materials, websites, e-mail campaigns you must create the urge to action. An urge to buy. An urge to pick up the phone. An urge to save up enough for your solution.

=Urge

The Urge stands for a method, but also a skillset. The method is fairly straight-forward:

• U stands for Unique Positioning against your Competitors. This is critical. Always. U also stands for YOU. Always involve the customer, the YOU in every story.

• R stands for Recall, which is generated by Repetiton of your Unique message. Consistency is critical. Always.

• G stands in for what not to do. No Gimmicks. No silly Glitz. No Gushy, meaningly nonsense or vague statements. Why? These tend to replace the all-important story.

• E stands for the Energize. Everything in your campaign must be saturated with the vital Energy of Story. The graphics and production serve the Story—your Story—never the reverse. Give your product, service and brand Energy. Vitalize it with uniqueness. Charge it with consistency. Energize your brand with the best story you can tell. Make it unique, repeat it often, and avoid the gimmicks.

S=Urge in Effect. Telling a story in 30 seconds helped grow this Persona-marketing mutual fund company from $600 million under management to north of $1.5 billion in a few months.

Fast Results

Fast results is key in today's market for all our clients. The S=Urge Principle is both a method and a skillset. Companies and brands who encourge the S=Urge principle in the marketiing and sales teams always succeed. In fact, the S in S=Urge stands for Speedy Success.

Speedy Success

The formula is deceptively simple. We've mastered, since 1988, methods to generate fast results for our three hundred-plus clients through elegant executions of S=Urge. S also stands for Short Story. Speedy Story. Your choice. Advertising, collateral materials and websites that work, in these busy times, require the ability to tell the fast, concise, clear story. Story-telling is the master talent overlooked in marketing, sales and advertising.

Some companies replace glitz and gimmicks for the story, resulting in no gains or short-term gains. The story remains the most important element of marketing. Incredible graphics and production must always be in support of the story, not a replacement for this critical factor.