Marketing

Find the obsessed few who will spread your idea to everyone else.

The most defensible market position is the one nobody else would choose

How something is packaged and presented changes what it actually is to the consumer

Change perception instead of reality to create value at a fraction of the cost

Target irrational human organs to build the highest-margin businesses

Picture the outcome, promise the change, prove your claims, push to action

Follow a systematic 32-step process from research to revision for sales pages

Present the problem, agitate until it hurts, then offer your solution

Guide readers from attention through desire to action in four steps

Open a gap between what the customer wants and what they have — then offer to close it — to magnetically drive attention and action

Define who your customer wants to become and position your brand as the vehicle for that transformation

The single, central message that all marketing copy serves — the moral of the story you are inviting customers into

Address the external problem customers describe, the internal frustration driving them, and the philosophical injustice they feel

A single-page messaging document that captures your brand's seven core sound bites for use across all marketing channels

A seven-part story structure that clarifies brand messaging so customers listen, engage, and buy

Find the obsessives first and let them spread your idea to the mainstream

Be remarkable or be invisible -- very good is the new mediocre

Change perception, not reality, for greater impact at lower cost

Find the smallest group who would be devastated if your product disappeared

Replace traditional marketing with engineering-driven distribution

Over time, all marketing strategies result in shitty clickthrough rates

Problem-Agitate-Solution: the most reliable sales formula ever

Context and experience creation are as valuable as the core product itself

Change perception rather than reality to transform value and experience

Market to others as you want to be marketed to

De-commoditize your product by building beliefs

Educate prospects to make informed decisions

Persuade with ethos, pathos, and logos

Aristotle's Rhetorical Triangle is a framework for persuasive communication that consists of thre...

Make claims, back them up with proof

Prioritize the required beliefs

Anchor required beliefs to the customer journey

Peek into the cycles of your customer's life

A sequence of beliefs that leads to a purchase

Educate prospects to build trust and drive sales

Focus on your core message before channels and tactics

Focus on the critical parts, not the complexity

Streamline marketing efforts with a simple question

Build trust, authority, and lasting relationships with your audience

Share how you make things, not just what you make

Personalize marketing with data

Use data to drive marketing success

Consistency is key

Promote Your Scorecard

Find perfect clients

Personalize content

Ask the right questions

Optimize landing pages

Measure & Improve

SRI