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Santa Claus Inc. is well and profitable, right through recessions, depressions and just about any economic scenario. The reason why his marketing works better than yours is because he uses solid, dyed-in-the-wool psychology. He knows he doesn't have to use new fangled techniques, when his simple marketing has stood the test of time.

If you don't believe in Santa you'd better change your mind, because the fat man from the north pole rocks on and you too can do the same if you stick to the basics. Find out if your product or service matches up by reading the article below.

Jingle Bells, Jingle Bells, Jingle All the Way...

If you go to the heart of Santa's marketing the one word that comes away is "consistency." Generation after generation has been exposed to one brand, one message and the same powerful imagery. Just like Mercedes owns the term "luxury" and Volvo owns the term "safety," Santa owns the word "hope." Every kid worth his Nintendo, hopes he's got enough points on the goodness scale to justify a mountain of gifts.

Yet most companies get tired of their own brand. They chop, change and pour thousands (if not millions) of dollars into a bottomless pit of mindless change. Take a look at McDonald's advertising for instance. McDonald's owns the word "family outing" yet their ads have been straying down the "teenager" path.

Does it make sense to rigidly occupy one niche? You bet it does. Families go out with their kids to McDonald's. These kids sprout into budget-conscious teenagers that hang out at McDonald's. They have kids and grandkids and guess where they all end up. At the big yellow "M," that's where!

Santa doesn't waver. His customers are kids. Like several marketers, he might have been sorely tempted to enter the "gift market." With bad advice, he would have tried to get to teenagers, adults and everyone. Can you see the magic still working? Even the tiniest of niches is huge and niches have a way of expanding by themselves.

At the end of the day, it's the consistency that takes the jingle all the way to the bank. Too many companies lose focus and give you seven reasons why you should buy from them. Santa sticks to one: Be a "good" kid or you can keep hoping!

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Sean D'Souza uses age-old psychology, marrying it to modern technology, on his Web site, psychotactics.com. Can "psychological tactics" make a difference? Go there and find out.