Pure Marketing Wisdom.
At first, I was hesitant because I thought it was just another marketing book (and I’ve been reading A LOT about marketing lately). Yet, I was pleasantly surprised.
In this book, you will learn the mental models you need to develop so that you can generate the much-needed trust to build an audience in today’s crowded and noisy markets.
Flow: Excellent. Took less than 3 days to read. (5/5)
Actionability: Excellent. I have several sections marked with post-it flags that share specific steps, and questions that I should answer, to add immediate value to my marketing efforts. (5/5)
Some of My Highlights
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“Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.”
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“Your promise is directly connected to the change you seek to make, and it’s addressed to the people you seek to change.”
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“A lifeguard doesn’t spend much time pitching to the drowning person. When you show up with a life buoy, if the drowning person understands what’s at stake, you don’t have to run ads to get them to hold on to it.”
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“And without the magic of advertising, it’s very difficult to grow in a quadrant that’s crowded.”
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“When we find the empathy to say, ‘I’m sorry, this isn’t for you, here’s the phone number of my competitor’, then we also find the freedom to do work that matters.”
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“Everything that we purchase – every investment, every trinket, every experience – is a bargain. That’s why we bought it. Because it was worth more than we paid for it. Otherwise, we wouldn’t buy it.”
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“According to statistics given to me by the National Association of Realtors, more than 80 percent of the people who hire a broker do so by choosing the first person to return their call.”
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“When we find the empathy to say, ‘I’m sorry, this isn’t for you, here’s the phone number of my competitor,’ then we also find the freedom to do work that matters.”
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“You can’t get someone to do something that they don’t want to do, and most of the time, what people want to do is take action (or not take action) that reinforces their internal narratives.”
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“Direct marketing is action oriented. And it is measured. Brand marketing is culturally oriented. And it can’t be measured.”
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“People aren’t going to spread the word because it’s important to you. They’ll only do it because it’s important to them. Because it furthers their goals, because it permits them to tell a story to themselves that they’re proud of.”