conversion is much more about positioning than prospecting.

By contrast, a media mind-set focuses also (not instead; you’re still converting those ready to buy) on extending the interaction with your Attention Audience by providing a mutually beneficial way for them to get value and learn more—giving you a chance to nurture that contact and build affinity over time, moving them down toward the

“What is the yearning, burning problem that my target customer is grappling with?” Then write a book that addresses that.

“You’re either growing or you’re dying.”

PHASE-TWO IMAGE

When people meet you or speak with you on the phone, you should expect that their first impression has most likely already been established.

The second driver of happiness is having control over your destiny.

success comes when you intentionally focus on moving your audience from rented and earned media to your owned media.

In this third era of Authority Marketing, your brand is, in large part, what Google says it is.