I’d say that is a must for everyone in business. Because marketing should be in the mind of every person who works at a company.
Even if you’ve read similar marketing books, you’ll get some value out of reading this one as well.
The best part is that it almost acts as a workshop, because it has step-by-step instructions on how to build our 1-page marketing plan.
This is a great book to have as a recommendation when people as to “pick your brain” if you are a marketer.
Flow: 5/5
Actionability: 5/5
Mindset: 4/5
Some of My Highlights:
“Remember, knowing and not doing is the same as not knowing.”
“In fact, the reality is that many business owners would probably be better off just finding a job in their industry.”
“Struggling business owners will spend time to save money, whereas successful business owners will spend money to save time.”
“You can always get more money, but you can never get more time.”
“…marketing is the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer.”
“Tactics without strategy leads to the ‘bright shiny object syndrome.'”
“You should focus on a niche and become a big fish in a small pond.”
“It’s also important to create avatars for each type of decision-maker or influencer you might encounter in your target market.”
“Rather than trying to sell directly from your ad, simply invite prospects to put their hand up and indicate interest.”
“The entire goal of your USP is to answer this question: Why should I buy from you rather than from your nearest competitor.”
“A good USP is designed to attract prospects before they’ve made a purchasing decision.”
“So, to get into the mind of the prospect, we need to discover what result they are actually buying.”
“Therefore, you need to first answer the question of why they should buy.”
“When you confuse them, you lose them.”
“As counterintuitive as it may seem, you get far less grief from high-end customers than you do from low-end ones.”
“What are the best emotionally charged words and phrases that will capture and hold the attention of this market?”
“…purchasing is done with emotions and justified with logic after the fact.”
“Guarantee: as discussed previously in this chapter, you need an outrageous guarantee. One that totally reverses the risk of doing business with you.”
“Remember, people are much more willing to pay for a cure than for prevention.”
“Truth be told, most display no personality at all in their marketing because they think they need to look ‘professional.'”
“Copywriting is salesmanship in print.”
“Always remember, people buy with emotions first and then justify with logic afterwards.”
“Part of the job of good sales copy is to tell potential prospects who your product or services is NOT for.”
“Lifetime value and customer acquisition cost are two of the key numbers you need to know to measure marketing effectiveness.”