Marketing begins with the old saying, “know thyself.”  In Chapter 1, we talked about “what is marketing?” In this chapter, we will turn the focus

Awareness and Direct Response Marketing Two final categories we need to consider when we think about marketing is awareness and direct response marketing. While these

Permission-Based Marketing and Interruption Based Marketing As so brilliantly pointed out by Seth Godin in his book, Permission Marketing, we need to understand the difference

Providing Value Many of the best versions of marketing provide value. Value in this instance has a really broad definition. Value could be: something that is

Builders and Drivers When we consider working with a client and when someone considers their marketing resources, using two categories, builders and drivers, is helpful.

AttentionAttention is one of our more important resources we have left. But as a culture, we have not yet started treating it as essential as