The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


Chapter 2: Marketing

"The cardinal marketing sin is being boring."

Dan Kennedy, marketing expert

Offering value is not enough. If no one knows (or cares) about what you have to offer, it doesn’t matter how much value you create. Without Marketing, no business can survive – people who don’t know you exist can’t purchase what you have to offer, and people who aren’t interested in what you have to offer won’t become paying customers.

Every successful business finds a way to attract the attention of the right people and make them interested in what’s being offered. Without prospects, you won’t sell anything, and without completing profitable transactions, your business will fail.

Marketing is the art and science of finding prospects – people who are actively interested in what you have to offer. The best businesses in the world find ways to attract the attention of qualified prospects quickly and inexpensively. The more prospects you entice, the better off your business will be.

Marketing is not the same thing as selling. While “direct marketing” strategies often minimize the time between attracting attention and asking for the sale, marketing and selling are two different things.

Marketing is about getting noticed; Sales is about closing the deal.

Key Ideas in Chapter 2


Next Chapter:

Sales


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The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

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