Framework: Marketing Rangefinder
It helps you look for the answers to: Where are my customers, and how do I reach them?
Daily Lab: Influence connects
Because the job isn’t over when we’ve made the sale—a new job is just beginning.
Daily Lab: Curiosity not commitment
We can’t just deliver on our promise—we have to overdeliver.
Daily Lab: Show them what you don’t do
Overdeliver because you’ve made the tradeoffs they value most.
Daily Lab: Find closer customers
Find minds already changed, already needing the type of thing you sell.
Daily Lab: Experts don’t build brands
To grow a sustainable business, though, marketing costs need to go down over time, not up.
Model: How far away are your customers?
One of the most common questions I get is simply: “Where do I go to reach people?”
Daily Lab: Plans don’t change minds
Does that mean we accept less from or for ourselves? No, it means we find things we want to do.
Daily Lab: A bitter lesson
If your marketing is struggling, unless you’re doing nothing, you’re probably doing too much.
Daily Lab: Do they need something, or want you?
It’s not enough to merely present ourselves to the market and tell them that we have what they need.
Daily Lab: Are you selling hours or insight?
Which would you rather do? Increase your effort or your insight?
Daily Lab: “I just need a meeting.”
It takes more than selling to do great marketing.