People will not part with their money unless you speak in their language, on their terms, to their needs.

Consideration

I thought a spectacular investment would get me spectacular results. No, no, no. You can absolutely spend a lot of money and get terrible results. I learned the hard way that there is little correlation between the two.

the sequence of beliefs or the chain of agreements. These names all refer to the same concept: the path your prospect takes from not knowing anything about you or your topic to becoming a loyal customer.

You do so through your marketing content. You first ask the question, “What does my customer need to believe in order to buy?” Your answer to that question goes into a core messaging document. You then turn that document into informative and educational marketing material. Your marketing material then makes a clear, compelling, and honest argument

Have you noticed that our most frequently used smartphone apps are also the largest marketing channels? As a result, those apps are what we often associate with marketing. However, the smart marketer knows to put those apps in perspective—they aren’t everything.

A person’s beliefs are shaped by their opinions, attitudes, and past experiences.

So much of the marketing advice found online is about worshiping complexity for the sake of complexity. I see so many complicated funnel diagrams sold by the bundle, as if you can just flip a switch and watch the customers come flooding in.

The feedback I hear most from clients is that I help them achieve growth that lasts—not just temporary spikes. This book embodies that philosophy, providing you with strategies for sustainable growth in a noisy world.