You’re not in the business of what you sell. You’re in the business of marketing what you sell.

People don’t read ads. They read what interested them. Your job is to make your ad interesting.

Ultimately, to proser you need an ample supply of customers with two attributes: ABILITY to buy and WILLINGNESS to buy. Both as a constant.

“If you do ANYTHING of significance, creatively, differently, worthy of fascination and enthusiasm, you will be disliked by a lot more people than you ever accumulate fans.” - Dan Kennedy

If you are a marketer, logically you would “go” where the most money is being spent in your category of business.

If your marketing doesn’t offend at least one group, it’s too weak to attract the right one.

You are either positioned as the trusted authority… or the commodity vendor begging for attention. There is no neutral ground.

Most entrepreneurs are in love with their product. The smart ones are in love with their market. That’s why they get rich.

Scarcity beats features. Add a deadline or limit. Watch what happens.

Your offer is not the product. Your offer is the story, the promise, and the urgency around the product.

Your offer is not the product. Your offer is the story, the promise, and the urgency around the product.

Marketing isn’t about being liked. It’s about being irresistible to buyers and irrelevant to everyone else.

Your competition isn’t other businesses. Your competition is indifference. Lose that fight, and you’re invisible.

The #1 mistake in marketing: talking about yourself. The #1 secret: making the customer the hero.

The most powerful word in sales is "you." Talk about their problem, their pain, their payoff.

“The goal is they can’t go a day without bumping into you.” - Dan Kennedy

Most businesses die of sameness, not competition. If you sound like everyone else, you get treated like everyone else.

There are only 3 positions in the marketplace: 1. First 2. Different 3. Forgotten. Pick Wisely.