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The essence of quality marketing is the maximum possible communication your product's value to a potential customer. How to do that is the essence of this marketing book. To increase market share, you need to lower your prices or add value (or, advertise the heck out of your product, hoping for robot-like response).

What needs to be defined here is the difference between the two forms of approach. If you haven't seen the movie "Crazy People," starring Dudley Moore, rent it today. It is mandatory viewing for any business person. Aside from the comic relief value, what it has to offer is an interesting and informative view of direct marketing versus image marketing. Dudley falls from grace at an advertising agency and ends up in an asylum, There, he allows the locals to write promotions. The results are ads like, "If you wanna go to the bathroom, you gotta get (a laxative)." This ad causes a virtual (pardon the pun) run on the local pharmacies. Have you ever heard the statement, "If you want the truth, ask a kid or a drunk"? This is your basic "tell-it-like-it-is" or "cut-to-the-chase" type of benefit advertising.

A second ad (in the movie) said, "If you wanna get the girls, you gotta get a Porsche." It had results similar to the laxative ad. Get the point? These are ads based on real, expected (and experienced) results, not hyped up illusions and fantasies.

The opposite is exemplified in the pretzel ads that show Jason Alexander (George from the "Seinfeld" show) being picked out of a crowd, at random, to be an emergency hockey goalie. He makes superhuman saves, while eating pretzels, and ends up saving the game and then gets the prom queen. This is also reflected in the Christmas perfume ads that almost guarantee romance and fulfillment of your every desire if you buy a particular fragrance.

Are you looking for an illusion or a valid result from doing business with you? It's a choice, a matter of perspective, like lower prices or added value; it's a business decision. Illusion may result in an increase in business, however, both pricing and illusions are easy to top by the competition, and therefore represent risky business decisions. Those "crazy people" weren't so crazy!

Southend United replaced Colchester at the top of League One with a routine win over struggling Rotherham United on Friday night. Big hitters will have relished the 1/2 on offer for the Shrimpers and they didnt disappoint with goals from Shaun Goater and Fredy Eastwood.

Former leaders Colchester United lost ground and saw their club record run of 10 successive victories end as they were beaten at Huddersfield Town. A deflected shot from Jon Worthington after 14 minutes and a 68 minute goal for David Graham sealed victory for the 6/4 promotion chasing Terriers.

Swansea City earned their second win in a row at Nottingham Forest to keep the pressure on the automatic promotion places. The Swans recent poor form meant they were as large as 2/1 but goals from Adrian Forbes and Lee Trundle cancelled out Nathan Tysons opening goal for Forest.

Brentford moved up to fourth place by recording a fourth successive win at the expense of Bristol City. Lloyd Owusus goal 12 minutes from time earned victory at 9/5 for the Bees.

Both Southend United at 11/4 and Cochester United are 11/4 joint favourites to win League One outright. Brentford, who have games in hand over both Colchester and Swansea City are available at 7/2 while returning to form Swansea are 11/2 outsiders.

Chesterfield saw their run of 10 matches unbeaten end on Friday night against Hartlepool United who boosted their own chances of survival. Substitute Matty Robson netted the decisive goal after 65 minutes to earn a welcome 6/4 and see the Monkey Hangers climb to seventeenth in the table.

A last minute equaliser from Sean OHanlon ensured relegation strugglers Swindon Town remained unbeaten in three matches. Dean Windass looked to have granted Bradford City a 20/21 win with a goal 11 minutes from time until OHanlon nodded in at the death.

Bottom club MK Dons gave themselves a fighting chance of survival with a 3-0 win over Blackpool. Two goals from Izale McLeod and former Tangerines frontman Scott Taylor gave the 6/4 Dons a vital three points.