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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

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