• Anticipated, personal, and relevant advertising always does better than unsolicited junk.
• Making promises and keeping them is a great way to build a brand.
• Your best customers are worth far more than your average customers.
• Share of wallet is easier, more profitable, and ultimately more effective a measure of success than share of market.
• Marketing begins before the product is created.
• Advertising is just a symptom, a tactic. Marketing is about far more than that.
• Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
• Conversations among the people in your marketplace happen whether you like it or not. Good marketing encourages the right sort of conversations.
• Products that are remarkable inspire conversation.
• Marketing is the way your people answer the phone, the typesetting on your bills, and your returns policy.
• You can’t fool all the people, not even most of the time. And once they catch you, peple talk about the experience.
• If you are marketing from a fairly static annual budget, you’re viewing marketing as an expense. Good marketers realize that it is an investment.
• People don’t buy what they need. They buy what they want.
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