By Jerry Teplitz, an author, attorney and renowned business speaker. 

Have you ever wondered why some marketing and public relations pieces are more effective than others? Why some ads get thrown in the trash, while others convince customers to buy? Or why Internet surfers skip some Webpages, but stop to read others? One explanation is the energy these materials create. If energy created by the piece is positive, it wins more attention and more business. If the energy is negative, however, the piece ultimately fails.