Marketing is a journey that connects worlds.
Many businesses work very hard at sales but don't realize that they are selling to nobody. Without identifying your target, without knowing whom you are selling to, you can't reach anybody.
Why you should be a cognac diamond, not a brown one.
Appealing to everybody means that you are appealing to nobody.
Often we complicate our language when trying to explain something. That is the wrong thing to do.
Your market won’t do the work to understand you. You have to do the work so that you are clear about the problem you solve.
The three immutable rules of marketing.
The problem presenters and communicators face is that the part of the brain that thinks is not the part of the brain that listens.
Here is how to talk to the part of the brain that listens.
Referrals are great. Someone else vouches for you, and by doing so, they create a bridge between your world and your prospects’ world in a way that few marketing techniques can.
There is only one problem: banking on referrals is a lousy strategy.
Never was there a more mindless lack of strategy.
There is a much better way.