“Just as the answers in physics change as new discoveries are made, so too do the answers in business and in marketing.” 

“word of mouth. However, before customer retention, we need to think about customer acquisition (AKA marketing). The most successful entrepreneurs always start with marketing.” 

“The entire goal of your USP is to answer this question: Why should I buy from you rather than from your nearest competitor?” 

“Increasing revenue and, more importantly, profit from existing and past customers is far easier than getting new ones.” 

“The same thing is true of referrals. You have to be very specific in your requests for referrals; this significantly increases the odds that they’ll happen.” 

“Understanding the difference between strategy and tactics is absolutely key to marketing success.” 

“Bad marketing is highly product-focused and self-focused. Good marketing, especially direct response marketing, is always customer and problem/solution focused, and that’s exactly how we want our elevator pitch to be. We want to be remembered for what problem we solve rather than for some impressive but incomprehensible title or line of business” 

“As a small business your best hope for emulating this is focusing on sales and then turning your customers into a tribe of raving fans. This is the advice I give to any small to medium business wanting to work on branding.” 

“tell your audience about all the effort that goes into delivering your product or service” 

“One of the things you can be almost sure of is that your customers know other people who are similar to themselves. It’s human nature to be attracted to people with the same likes, interests and situations as us.” 

“Struggling business owners will spend time to save money, whereas successful business owners will spend money to save time.” 

“That’s why I tell small business owners the best form of brand building is selling. If a brand is the personality of a business, what better way is there for someone to understand that personality than by buying from you.” 

“Helping your customers all the way through to achieving results will have a big payoff for both yourself and them.” 

“The marketing plan ended up being the 20% part of the business planning process that produced 80% of the result.” 

“Because you can always get more money, but you can never get more time. So you need to ensure the stuff you spend your time on makes the biggest impact. This” 

“So going back to our example, a good plumber is not necessarily the best person to run a plumbing business. This is a vitally important distinction to note and is a key reason that most small businesses fail. The owner of the business may have excellent technical skills but it’s his lack of business skills that causes his business to fail. This” 

“By far the biggest leverage point in any business is marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on your bottom line.” 

“the majority of your success comes from the top 4% of your actions. Or put yet another way 96% of the stuff you do is waste of time (comparatively).” 

“Yup, it’s as simple as that—marketing is the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer. All the stuff you usually associate with marketing are tactics. We’ll talk more about strategy vs. tactics in a moment.” 

“One of the easiest methods of finding out what your prospects want is simply by asking them. You can do so through a survey or through more formal market research.” 

“Money isn’t everything... but it ranks right up there with oxygen.” 

“Don’t spend most of your time on the voices that don’t count. Tune out the shallow voices so that you will have more time to tune in the valuable ones.” 

“To be a successful small business marketer you need laser-like focus on a narrow target market, sometimes called a niche.” 

“Once you’ve reached a level of competence, the real profit comes from the way you market yourself .”