THE BOOK
Bang.
Get Seen.
Make
Money™
The Brutal Truth About Sales and Marketing.
Don’t spend another dollar on sales or marketing until you’ve read this book.
WHAT IT'S ABOUT
MOST MARKETING FAILS FOR ONE REASON.
Businesses are producing more marketing than ever. Websites, brochures, ads, social campaigns, email funnels. Yet most of it fails. Not because people are lazy. Not because companies do not care. It fails because the message is not clear.
This book is the brutal truth about sales and marketing, written by someone with nothing to sell you but the truth. Thirty five years on the inside, stripped down to one simple idea: marketing is not complicated, it has been made complicated. At its core it is about communicating clearly so people understand what you do and why they should care.
WHO IT'S FOR
ANYONE TIRED OF GUESSING.
Anyone responsible for communicating what a business does and why people should choose it. And anyone who has spent money on marketing that looked good and did nothing.
INSIDE THE BOOK
10 ideas that change the way you think about sales and marketing
1
THE ONE SECOND RULE
If a reader has to think for longer than one second to understand what is being said, the message has failed. In that first second a person should know what you do, who you help, and why it matters.
2
THE WALK PAST TEST
Walk any exhibition aisle. Many stands are beautifully designed, yet most visitors walk straight past. The reason is simple: the stand never explains what the business actually does.
3
TOO CLOSE TO YOUR OWN MARKETING
Inside a company everything feels obvious. But you are not the customer, and what feels clear from the inside often looks confusing from the outside.
4
MARKETING WITHOUT SALES IS POINTLESS
Marketing without a sales follow up is like filling a bath without a plug. The leads arrive, the enquiries come in, but the opportunities keep draining away.
5
EMAIL IS LAZY
Pick up the phone. One call beats twenty emails and kills every misunderstanding in between.
6
FREE ADVICE IS NOT FREE
Free advice is rarely free. Be very careful who you listen to, and even more careful whose advice you act upon.
7
THE AI SAMENESS PROBLEM
AI handed every business a content machine and almost none of them a commercial brain. Your competitors sound exactly like you, and you sound exactly like them.
8
THE FAKE MAGICIANS
Real expertise rarely needs to shout. Beware of the new age gurus selling certainty, and trust the people doing the actual work.
9
DECORATION IS NOT MARKETING
If your marketing does not create impact, nobody notices it. If nobody notices it, nothing is produced. And if it produces nothing, it is not marketing. It is decoration.
10
IF IT’S NOT MAKING MONEY, IT’S COSTING MONEY
The purpose of communication is not to look good. It is to make money. Marketing that does not make you money is costing you money.
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