“Yup, it’s as simple as that—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. All the stuff you usually associate with marketing are tactics. We’ll talk more about strategy vs. tactics in a moment.” 

“the majority of your success comes from the top 4% of your actions. Or put yet another way 96% of the stuff you do is waste of time (comparatively).” 

“By far the biggest leverage point in any business is marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on your bottom line.” 

“So going back to our example, a good plumber is not necessarily the best person to run a plumbing business. This is a vitally important distinction to note and is a key reason that most small businesses fail. The owner of the business may have excellent technical skills but it’s his lack of business skills that causes his business to fail. This” 

“Because you can always get more money, but you can never get more time. So you need to ensure the stuff you spend your time on makes the biggest impact. This” 

“The marketing plan ended up being the 20% part of the business planning process that produced 80% of the result.” 

“Helping your customers all the way through to achieving results will have a big payoff for both yourself and them.” 

“That’s why I tell small business owners the best form of brand building is selling. If a brand is the personality of a business, what better way is there for someone to understand that personality than by buying from you.” 

“Struggling business owners will spend time to save money, whereas successful business owners will spend money to save time.” 

“One of the things you can be almost sure of is that your customers know other people who are similar to themselves. It’s human nature to be attracted to people with the same likes, interests and situations as us.” 

“tell your audience about all the effort that goes into delivering your product or service” 

“As a small business your best hope for emulating this is focusing on sales and then turning your customers into a tribe of raving fans. This is the advice I give to any small to medium business wanting to work on branding.” 

“Bad marketing is highly product-focused and self-focused. Good marketing, especially direct response marketing, is always customer and problem/solution focused, and that’s exactly how we want our elevator pitch to be. We want to be remembered for what problem we solve rather than for some impressive but incomprehensible title or line of business” 

“Understanding the difference between strategy and tactics is absolutely key to marketing success.” 

“The same thing is true of referrals. You have to be very specific in your requests for referrals; this significantly increases the odds that they’ll happen.” 

“Increasing revenue and, more importantly, profit from existing and past customers is far easier than getting new ones.” 

“The entire goal of your USP is to answer this question: Why should I buy from you rather than from your nearest competitor?” 

“word of mouth. However, before customer retention, we need to think about customer acquisition (AKA marketing). The most successful entrepreneurs always start with marketing.” 

“Just as the answers in physics change as new discoveries are made, so too do the answers in business and in marketing.” 

“Nothing happens until a sale is made.” 

“Books: people are conditioned to almost never throw books out. Big bonus points if it’s a book you wrote. Books are an amazing positioning tool and catapult you from salesperson to educator and expert authority instantly. I’m doing this right now with this book! :-)” 

“Therefore we need to clearly understand an important concept: a good product or service is a customer retention tool.” 

“If something in the ad isn’t helping you achieve that objective then it’s detracting from it and you should get rid of it.” 

“the two basic functions of every business are marketing and innovation.” 

“one of the best ways to get referrals is by straight out asking for them from customers for whom you’ve delivered a good result.” 

“Put simply entrepreneurs work in the results economy whereas most other people work in the time and effort economy .” 

“One of the main reasons marketing campaigns fail is because the offer is lazy and poorly thought out. It’s something crappy and unexciting like 10% or 20% off.” 

“Failing to anticipate how changes in technology will affect your business or industry, and failing to take action accordingly, can be fatal to your business.” 

“Keep in touch and continue building and developing a relationship through your nurturing system. It could be as simple as a monthly postcard or newsletter. This keeps you top of mind, so when they’re ready to buy again, you’ll be a logical choice.” 

“Take the time to craft a compelling, well-thought-out offer. Your conversion rate will skyrocket and so will your bottom line.” 

“Should the cabin experience sudden pressure loss, oxygen masks will drop down from above your seat. Place the mask over your mouth and nose and pull the strap to tighten. If you are traveling with children or someone who requires assistance, make sure that your own mask is on first before helping others.” Why” 

“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.” 

“The marketing priorities of a large company looks something like this: Pleasing The Board Of Directors Appeasing Shareholders Satisfying Superiors’ Biases Satisfying Existing Clients’ Preconceptions Winning Advertising And Creative Awards Getting “Buy In” From Various Committees And Stakeholders Making A Profit The marketing priorities of a small business owner look something like this: Making A Profit” 

“Some people have the perception that social media marketing is “free.” It’s only truly free if your time is worth nothing.” 

“money is a renewable resource—you can always get more money but you can never get more time.” 

“the first thing you do is offer your readers something of value that educates them about a problem they have. A free report, free audio interview, free video, online webinar, and so on, are all great educational tools you can use.” 

“Most people want to get paid for time—work an hour, get paid for an hour. They want to avoid loss at all costs. Making gain to them is a nice-to-have but their real objective is pain avoidance.” 

“Explain to them the benefits they’ve already received from your offering and how they’ll benefit from your future innovations.” 

“Let’s face it, no one wants to be seen as a stereotypical salesperson who is pushy and untrustworthy. However, if you think about yourself as a doctor who diagnoses and then prescribes solutions to people’s problems, then I’m sure you’ll be much more comfortable selling under those circumstances—as a trusted, educated, knowledgeable, qualified, confident, capable advisor.” 

“So 64% of effects come from 4% of causes.” 

“Can you explain your product and the unique benefit it offers in a single short sentence?” 

“Fear, especially the fear of loss, is one of the most powerful emotional hot buttons you can push in your sales copy. Understanding how certain words link to certain emotions is powerful.” 

“The uniqueness may be in the way it is packaged, delivered, supported or even sold.” 

“You’ve got to think winter in the summer. It’s just too easy to get faked out when the sky is blue and the clouds are fleecy. You’ve got to prepare for winter because it’s coming, it always does.” In” 

“Prior to September 2006, Facebook was still just an experiment and not yet open to the public. In mid-2007, there was no iPhone and in April 2010 the iPad was still just a rumor in geek circles. We almost can’t imagine life without some of these technologies—yet a few short years ago they didn’t even exist.” 

“If you want more success, you need to start paying attention to and expand the things that give you the most leverage.” 

“If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing.”