Chris Dessi - Vice President zanox, Inc

Even though we write more and more. It's ironic that what we tend to write looks more like a vanity plate, than an old fashioned letter. The most powerful messages aren't full sentences at all - think of "I like Ike" When it comes to effective communication - short beats long. Always. Credibility is as important as philosophy. The words that we use, become our MO. Claims of being new and improved, (when they're not) is the kiss of death. Think of "new coke"....the best just got better??? Talk about "Jumping the shark"

We all know that if a sales pitch is way too over the top the product will fall through. Consumers can sniff out when something is just reused sameness packages as exciting newness. So how do we overcome a culture where Harvard multi-syllabic banter is trumped by text - like mono-syllabic?

Here are three tips to streamline your message

1. Tell people who you are or what you do
2. Say what you mean, and mean what you say
3. Consistency matters

zanox is the only global player that offers a Global Alliance Partnership. This cooperative approach to performance based online marketing is unique, and certainly not something that his common in the US. Most of our competition depend greatly on protecting their publisher base, seen by most as the Holy Grail of performance networks. Zanox takes a cooperative approach, and is able to woo larger brand advertisers by providing transparency, and offering global reach via their GAP partnerships worldwide. This unique platform allows zanox to easily penetrate international market by identifying, and cooperating with major competitors in each market. Zanox is the only performance based marketing network offering an indirect sales solution for third party cooperation with international ad networks. The GAP partnership offer participating networks exposure to advertisers and publishers in 30+ countries, 200 currencies and instant access to a portfolio of 200 international advertisers and campaigns. We've been successful in executing this partnership in the US, UK, Western Europe, Eastern Europe, South Africa, Asia, and Australia.