PART IISTORY:Connect With the People Who Matter Most
In marketing you must choose between boredom, shouting, and seduction. Which do you want?
—Roy H. Williams
With a solid strategy behind your marketing, after you’ve set some reasonable goals and scanned the marketplace to identify your best opportunities, it’s time to think about your story: who you are, what you have to say, and who needs to know. It’s time to dig into the facts behind your product or service and figure out the most meaningful way to share them.
In Chapter 3, you’ll focus on your brand and learn how to use the unique characteristics of your business to set you apart from your competition. Here, you’ll identify your best features and acknowledge the most important facts about ...
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