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Center Punch.

Your first investment in your

marketing package

should be a “center punch”. A center punch is a term AD Thinkers uses to describe the heart of the sales support message that should be used to

guide all sales and marketing activity.

It is the tight compact tool used to convey a vast image of what you do, in a matter of seconds to your prospect. For example, Geico insurance doesn't spend time telling you about the many benefits of insurance, what your payout will be, or their customer service. They get right to the point, "15 minutes could save you 15% or more on car insurance." It's a center punch.

So Why Do We Call it a Center Punch?

When a machinist is trying to drill a hole on a piece of metal, chrome, aluminum, etc., he has a difficult time keeping the drill bit from wandering. As the turning bit is lowered with the drill press, the moment it makes contact with the metal surface it begins to slip all over the place. Eventually, given enough attempts, the machinist will get the drill bit to place a hole in the right place through trial and error. This is similar to how many corporations conduct their marketing. They have a drill press (sales people) the cutting bit (marketing and sales materials) and a slippery metal surface (customers) to drill a hole (the sale). Eventually through trial and error and slipping around, the sales person will drill the hole. But why not just get to that sale efficiently?

To solve this problem a machinist will use a center punch. A hard, sharp pointed awl or nail set that he aligns on the penciled "x" target on the metal. With a firm tap of a hammer, a divot is placed in the exact right place. This divot guides the drill bit precisely to drill the hole exactly where it is intended without slipping around. A center punch in your cycle of sales will guide that target’s understanding of your product precisely as you intend - without slippage - allowing you to drill the hole and make the sale.