Why vs What: People Buy the Reason, Not the Product
Apple does not lead with computers and Nike does not lead with shoes. Chapter two explains why the reason behind a brand converts better than its feature list — and how to find yours.
The Three Stages of the Buyer Journey
Awareness, consideration, decision — and why awareness is not about your brand at all. Chapter three covers what to publish at each stage and how to measure whether it worked.
What Is Marketing? The Fundamentals, in Plain English
Marketing is one thing: telling a story. Chapter one of Advanced Marketing Techniques covers the marketing mix, how to identify a target market, and how to build a strategy that holds together.