Eight marketing maxims

the better you are trying to teach or sell to the right person is worth far more than what you are charging.

The best marketers earn enrollment by seeking people who want the change being offered. And they do it by connecting people to others who want the change as well. And that change is precisely what marketers seek.

Place your focus in just one place — nurturing a truly loyal audience by running your business in a way that demonstrates mutual respect, gratitude, enduring trust, and … dare I say it? Love.

Success in business comes from helping people — bringing the most happiness to the most people. The best marketing is being considerate. The best sales approach is listening. Serve your clients’ needs, not your own. Business, when done right, is generous and focused on others. It draws you out of yourself, and puts you in service of humanity.

1. Start with empathy to see a real need. Not an invented one, not “How can I start a business?” but, “What would matter here?” 2. Focus on the smallest viable market: “How few people could find this indispensable and still make it worth doing?” 3. Match the worldview of the people being served. Show up in the world with a story that they want to hear

Marketing isn’t a race to add more features for less money. 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.