What’s in it for me?


It’s a question a lot – if not all – of us ask, whenever we stumble upon something in life, or when someone pitches us something, with the idea of selling it to us.

It’s really quite natural for such a question to pop up in our heads.  Self-preservation and self-advancement are two of the foremost traits that have allowed the human race to evolve from its most primitive beginnings, to the most dominant species on this planet.

But this is not an anthropology paper, or anything remotely associated with the study of evolution or life-forms.  Rather, this is a quick discourse on how the question of “What’s in it for me?” continues to impact on human beings, in general, and on the advertising and marketing industry, in particular.


So, what’s in it for the other person or party?

Obviously, the people you interact with – or are trying to pitch your ideas to – have the same question in mind as you do.  “What’s in it for me?” is a key component in communication, and if you want to `sell’ (in every interpretable sense of the word) an idea, concept or thought to someone, you can’t just stay in your own head and life.

The key to successful communication here is simple: Put yourself in the other person’s shoes, and explain to him or her, “what’s in it for you”.  You will almost definitely have his or her full attention, then.

But how do you go about pitching ideas, selling concepts and convincing other people?

Here’s a quick yet direct formula that anyone can employ.


The 4 U’s


Seriously, just how useful is your idea, product or service to the person you’re targeting your pitch at?  The most basic of needs must be addressed here: Why would I even need this stuff, in the first place?

There’s really not much use – pun intended – in pushing an idea or indeed, anything, which does not influence or improve the targeted party’s quality of life, or meet his or her objectives, be it directly or indirectly.  We’re talking about simple, good old-fashioned practicality here, folks!


All right; so you’ve a useful, value-adding idea, product or service.  Now, just how interesting or different is your idea, product or service, compared to other similar or even identical stuff that already exist?

In short, what’s so special or unique about your idea, product or service, that the people you’re trying to sell it to should opt for yours, over others’?


If you can sell `Useful’ and `Unique’ to your targeted audience, you’re halfway through!  Now, you need to convince your audience, why they need your idea, product or service, there and then.

After all, there’s really no point in being able to convince people that you’ve a superior idea or product, if they linger, contemplate and cogitate over your pitch endlessly, without showing any real interest or commitment, is there?

Put simply, how long can any person or organization wait to sell its ideas, products or services, before they go bankrupt?


This is where you need to be super, duper specific on how your idea, concept etc. will benefit your targeted audience.  Would it make them look better?  Would it make them happier?  Would it save them more money?  Would it appeal to their inner geek etc.?

As you can see, it’s really a question of narrowing the process down, right to its very trimmings.

It takes two to tango

The late Stephen Covey (1932 – 2012), who authored the classic bestseller “The Seven Habits of Highly Effective People”, said it all: “Seek first to understand, then to be understood.”

There’s really not much of a point in having a great, life-changing product, concept or idea, if nobody wants it!  And this is why there is no substitute for humble, old-fashioned two-way communication.

At the end of the day, human beings are touchy-feely, audio-visual, emotion-driven creatures.  Our evolution has made us what we are today.  And if you can appeal to the variables and factors that drive human decision-making, you know you’ve nabbed that deal.


Maju Home Concept opens Puchong Retail Store

2nd retail store is 3-storey building “One Stop Furniture Mall” 

  • Venue : Wisma LKT PT35200, Subang Jaya, Selangor.
  • Date : Sunday, 23rd June 2013


(L – R) Artiste/model Fauziah Ghous, with Maju Home Concept MD Mr. Low and actor/TV host Goh Wee Ping, at the Grand Opening of the Puchong Retail Store

Established in 1987 in KL, Maju Home Concept is one of Malaysia’s pioneers, offering customers an all-inclusive furniture shopping experience literally under one roof, in an enormous display house.

Maju Home Concept recently hosted the Grand Opening of its latest Gallery in USJ in a tastefully furnished 3-storey building, true to its motto, “One Stop Furniture Mall”.

The Grand Opening kicked-off with a Lion Dance, followed by a Welcoming Speech by Maju Home Concept’s managing director Mr Low, who thanked everyone present for their support throughout the years, since the retailer’s inception.

Mr. Low even elaborated further in his speech, by saying:

“We’ve always believed in building solid relationships with local manufacturers, as we have faith in the quality and durability of Malaysian furniture products.  This has enabled us to continue keeping our costs low, and hence continue offering attractive prices to our customers.  Of course, we continue to offer new, fascinating designs set amidst a real home backdrop, so that customers can see and feel how their furniture would look like, in their own homes.”

“In this new Maju Home concept mall, we provide a wide range of home furnishing products, which include curtains, built-in kitchen cabinets, kitchen and bathroom appliances, sofas, lighting, designer furniture, children’s furniture and office furniture.  The mall also features one of the largest bedding exhibition malls in town showcasing a diverse variety of international dressing and mattress brands.  We believe that good, quality products and service will always endure the test of time, decade after decade.”

The Grand Opening was graced and enlivened by the presence of 2 local celebrities; artiste and model Fauziah Ghous and actor and TV host Goh Wee Ping.  In addition to a large media turnout, the event was also attended by 15 curious bloggers, of which at least one has proceeded to blog about it immediately, on his website (http://www.isaactan.net/2013/06/maju-home-concept-puchong-retail-store-grand-opening.html).

A sumptuous buffet lunch duly completed the formalities for the day, before guests, customers, members of the media and bloggers were cordially invited to tour the new Puchong Retail Store, and purview the many, diverse furniture and fittings set amidst an environment designed to mimic `home sweet home’.  Maju Home Concept also operates another outlet in Setapak, Maju Home Furnishing Sdn Bhd, which is its first store.

LINs.AD congratulates Maju Home Concept on the successful Grand Opening of its 2nd retail store, and is proud to be your agency of choice!

It’s now “Mitsubishi Electric Sales Malaysia Sdn Bhd”!

MESM Convention 2013 marks new era for 42-year old organization

  • Date: 18th June 2013
  • Venue: Sunway Resort Hotel & Spa, Selangor

Photo1257Mr. Shoichi Suwa (4th from left), MD of Mitsubishi Electric Sales Malaysia Sdn Bhd, fielding questions from members of the mass media, at the MESM Convention 2013

At this glittering yet emotional event, MELCO Sales Malaysia Sdn Bhd – which was first established in Malaysia in 1971 – formally announced its name change to “Mitsubishi Electric Sales Malaysia Sdn Bhd”.

In his maiden speech as the new Managing Director of Mitsubishi Electric Sales Malaysia Sdn Bhd, Mr. Shoichi Suwa said that the name change is most significant as it signifies the recognition accorded the Malaysian operations, by its parent company in Japan.

Said Mr. Suwa, in his speech and address to members of the media:

“At the formation of a Mitsubishi Electric Group subsidiary company, it is Mitsubishi Electric Group’s sacred policy to only allow the name MELCO, which stands for `Mitsubishi Electric Corporation’, to be used as a part of the company name, instead of `Mitsubishi Electric’.  This sacred policy is a stringent test to the new company’s ability to prove its capability in delivering the hallmark Vision and Mission of the Mitsubishi Electric Group that is fiercely protected by its entire 120,000 employees worldwide.

“It is only when a MELCO-named company is able to achieved the highest standard demanded that it is accorded the privilege and status of using Mitsubishi Electric as a part of its company name.  We are really proud that our parent company has accorded us this highest privilege of using the name `Mitsubishi Electric Sales Malaysia Sdn Bhd’ as the new identity of our Malaysian operations.  And we pledge to renew our commitment to provide the best quality products and services to Malaysia like what we have been providing for more than 30 years.”

The event, which also included the launching of regulatory compliant energy saving eco-friendly products like air conditioners, refrigerators, electric fans and hand dryers, was attended by more than 400 dealers, developers, consultants as well as representatives from Mitsubishi Electric Japan, regional offices and factories.  The MESM Convention 2013 ended with a bang, after an evening of toasting and feasting, accompanied by a sand-art demonstration, live-band performance and magic show.

LINs.AD is proud to be the appointed agency, for Mitsubishi Electric Sales Malaysia Sdn Bhd.  Congratulations, Mitsubishi Electric Sales Malaysia Sdn Bhd!


5th KLIGP 2013 : A Resounding Success!

Held from June 12th to 14th at the PWTC, Southeast Asia’s largest and grandest showcase of mementos, souvenirs, gifts and premiums can only be described in 3 words: A resounding success!

The 5th KLIGP 2013 Fair was an extravaganza featuring 450 booths from trade professionals from ASEAN and Asia-Pacific countries, including Hong Kong, Taiwan, Korea and Japan.

Visitors had an equally adventurous time participating in “The Amazing Gifts Hunt”, with a lucky few bringing home fabulous lucky draw prizes, which included LED TVs, mountain-bikes and iPad-minis.

Other highlights included the Promotional Product Design Award 2013 (PPD 2013), held in collaboration with the Malaysia Design Council (MRM) – with cash prizes awarded to budding and professional designers – as well as a Business Matching Session, to maximize the many advantages offered by the KLIGP, as an integrated platform to facilitate networking and growth.

Now that it’s over – at least, for this year – all that remains to be said is “Well done, and see you next year at the KLIGP 2014!”

LINs Communication Sdn Bhd, an affiliate company of LINs.AD, was the Official Fair Manager of the 5th KLIGP 2013 Fair.

ImageYB Dato’ Dr Abu Bakar Mohamad Diah, Deputy Minister of Science, Technology & Innovation, with Thai delegates at the Thai Pavilion

ImageSouth Korean exhibitors, at the Korean Pavilion

ImageLet the Hunt begin!

ImageOne of the entries for the Best Booth Design (the booth, not the ladies!)

ImageThe Deputy Minister of Science, Technology & Innovation with the Organizing Committee, after launching the 5th KLIGP 2013

Advertising – Gear towards Your Brand Success

Advertising – Gear towards Your Brand Success

Advertising – Gear towards Your Brand Success

Do’s and Don’ts that we have collected overtime for SMEs/SMIs Owners




“I know half of my advertising isn’t working.  I just don’t know which half.”

William Lever, 1st Viscount Leverhulme (1851-1925)


You’ve decided to take the plunge, and invest some of your hard-earned resources into promoting your company’s products or services, through advertising.

But here’s the trick.  Do you know what to do, and what makes for effective advertising and marketing – as opposed to ineffective, wasteful advertising and marketing?

Let’s rev up that advertising engine!

Most advertising doesn’t work – fact or myth?


Most advertising doesn’t work, because most people don’t know how to do it correctly!  Yes, you may have the loftiest of ambitions, but have you ever considered that your forte just might not be advertising or marketing?

Getting into gear: Grab your readers’ attention

It’s always easier said than done.  And believe it or not, at least 70% of your advertising effort should be invested in the brainstorming part, looking for creative ideas.

And this is where you need to consider the kind of approach or gimmick you want your campaign to arouse.  What’s the hook that will get your readers to read?  Does it create curiosity?

Gear 1: It’s about them, not you

What’s in it for your readers or targeted customers?  How will your product or service benefit them, or add value to their lives?

Gear 2: What does your ad intend to achieve?

Before you even begin getting into gear, ask yourself: What’s the real purpose of your ad?  Why even bother advertising?  Is your ad intended to generate a lead, an inquiry or an immediate sale?

Gear 3: Testing 1, 2, 3…

Here’s where it gets a bit subjective, and better left to the pros.  Because we’re talking about testing different headings, opening lines, calls-to-action, designs etc. – technically creative and creatively technical stuff, which have the power to make or break any advertising campaign.

Gear 4: Here come the figures

After the testing stage, the accountants or consultants come in.  Because at this point, you need to measure and quantify the effect of your ad, in terms of cost per lead, cost per sale, profit per sale etc.  Who said an advertising and marketing campaign was all creative, and no technical?

Gear 5: Your move, Mr/Ms Reader

What do you want your readers to do, in response to your ad?  Do you want them to call you, email you, write in, or simply leave them to digest the contents of your ad, in their own sweet time?

Gear 6: Autopilot

By now, you should have identified your target readership, your target audience, the intended effect of your ad, and how you want your readers to respond to your ad.  But this overall process can be further precipitated, by using the correct, apt publications.  And this is where stuff like demographics and median incomes come into play.

Revving down

That was quite a joyride, wasn’t it?  But we’ll make it easy for you – and your organization.

At LINs.AD, every word that forms ‘LINs’ defines how we serve our clients – yes, you!  ‘Looking Inwards’ allows us to adopt a 360o approach in understanding what you want.  ‘N’ this allows us to engage in effective ‘Strategizing’, to provide you with results that meet and even exceed your expectations.

In short, we’re talking about 3 words that summarize how we can help you maximize your ad campaign: Total, complete, comprehensive.

At the end of the day, the rationale is really simple.  When you win, we win too – “Everybody wins”.

5th KLIGP 2013 Rolls Into Town!

Sense of Adventure Creates Excitement for Theme, “The Amazing Gifts Hunt”

  • Venue : Just outside the LINs.AD Office, in the heart of Kuala Lumpur
  • Date & Time : Thursday, 6th June 2013 (3 p.m. – 6:30 p.m.)

In red t-shirts, from left to right: Liew Bin (Deputy President, MGPA), Alan Ong Yeow Fooi (President, MGPA) and Wong Choong Fatt (Vice President, MGPA) pose with the cars and models to promote the forthcoming 5th KLIGP Fair 2013
The presence of 3 eye-catchingly repainted Perodua Viva’s drew not only curious stares and smiles from passers-by, but also workers from neighbouring office lots out from their workplaces.

It was truly a sight to behold, as the cars – complete with accompanying themes from Hollywood adventure classics – were rolling into town, with one purpose: To announce to everyone that the 5th KL International Gifts, Premium & Stationery (KLIGP) 2013 Fair will also be rolling into town from 12th to 14th June, 2013 at the Putra World Trade Centre (PWTC).

Touted as Southeast Asia’s largest and most diverse showcase of gifts, souvenirs, premiums and handicrafts, the 5th KLIGP 2013 Fair is the brainchild of the Malaysian Gifts and Premium Entrepreneur Association (MGPA), in collaboration with the Federation of Stationers and Booksellers Association of Malaysia (FSBAM), and Association of Exporters & Producers of Handicraft Indonesia (ASEPHI).

This year’s event – with the theme “The Amazing Gifts Hunt” – will feature 450 booths operated by trade professionals, both local and overseas, including Singapore, Thailand, Indonesia, Hong Kong, Taiwan and Korea.  With a healthy mix of local and overseas exhibitors as well as numerous activities and offerings of lucky draw prizes, the 5th KLIGP Fair 2013 is expected to attract more than 12,000 visitors.  In addition, this year’s KLIGP Fair will also feature the 1st Promotional Product Design Award 2013 (PPD 2013), held with the support and co-organization of the Malaysia Design Council (MRM).

Lins Communication Sdn Bhd – an affiliate company of LINs.AD – is the Official Fair Manager for the 5th KLIGP 2013.

The Power of Words

The Power of Words


What causes Gen X-ers and even middle-aged men to watch movies like “Rambo” and “The Karate Kid” for the umpteenth time at 3:00 am?

Why are young kids inexplicably enchanted by “Sleeping Beauty” and “Cinderella”?

The answer’s quite simple, actually.  It’s because these stories have, at their core, the triumph of the underdog – one of the most captivating themes in all of storytelling.

Now, what’s storytelling made of?


Need further convincing as to why and how WORDS, when used appropriately, can be the most powerful weapon in your marketing or advertising arsenal?

Read on.


Motion & Emotion

“Words have set whole nations in motion.  Give me the right word and the right accent and I will move the world.” – Joseph Conrad, Polish-English author, 1857-1924

Think.  Have you said or written anything lately, that gave comfort to or hurt someone else, be it a loved one, a co-worker or stranger?

Now, think of great orators, writers, philosophers…the likes of Martin Luther King, Abraham Lincoln, Khalil Gibran and Maya Angelou.  What weapon did they use most, and best, in common?

Written or spoken, words are continuously propelling us through life. They have the power to uplift us or drag us down, or wound us deeply or heal our hearts.  Can anyone ever deny that words have the power to build lifelong alliances, or break confidences, or start wars?

Words can make or break us, both as individuals and as a society.  The wheels of the French Revolution of 1789 were set into motion by 3 simple words: “Liberty, Equality, Fraternity”.


It’s Not Just What You Say.  It’s HOW You Say It.

The words you speak or write can have a profound effect on the people they reach. Are you encouraging or discouraging? Are you representing yourself, your business or your product, in the way you want your customers to see it?

Words can charm and melt people, and persuade them to your way of thinking.  It’s only human nature to want to feel appreciated, wanted, loved, supported or desired.

But remember; just as they can inspire people, words too have the power to kill and to fell a person or a group of people.

The bottom-line’s really simple: You set the agenda, you set the purpose and you anticipate the outcome.  Now, all that’s left to be done, is using the RIGHT WORDS to say what you have to say to the hoi polloi.

And that is the essence of the usage of words – in advertising and marketing.  And pretty much every aspect of our daily lives.