Dead chicken parts, fried in grease at 200 degrees

This article is some of Kristin Zhivago’s best work. She says that to be successful you must make a promise to your target market. That promise should relate to what she calls the, “visual moment of satisfaction.”

This is when the customer gets what was promised and is satisfied.

Her formula is to make a promise that describes the visual moment of satisfaction, based on what customers tell you. And therein lies the rub. You can’t describe the moment, only your customers can, no matter how smart you think you are.

Do yourself a favor and read the article.

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