1.       Emotions play a much greater role in buying decisions than most people realize. Win the heart and the mind will follow.

2.       Consumers aren’t paying attention to your marketing. You will have to WIN their attention.

3.       Never answer a question no one is asking. Speak to that which is TRULY important to your customers... not what you think should be important to them.

4.       It’s not about you. It’s about the customer. Shut up about your business, and instead, speak to HER problems and how you can help her solve them.

5.       Safe is dangerous. You should never be vulgar or offensive, but trying to shape your marketing and advertising to be well liked by everyone usually serves to neuter your marketing efforts.

6.       Looking and sounding a lot like your competitors is a recipe for failure. You can’t blend in AND get noticed.

7.       Advertising is just one part of the marketing process. It’s just a tactic. Don’t get too fixated on it.

8.       Marketing is anything that affects the way people see you, or their desire to do business with you. Anything!

9.       Consumers rarely change their minds about anything.

10.   Build a better mousetrap, differentiate it from competitors, and market your product effectively. Then the world might beat a path to your door. 

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