Stretching your understanding

Once your head is in the game (and not before cycling through some repetitions of FON Times) you will be building out your understanding of what works and what doesn’t.

There’s a lot of marketing writing out there, and it’s up to you to discover what works for your product and positioning and what doesn’t.

One often overlooked resource is case studies by competitors. Now finding them isn’t as simple as searching for “Competitor X case study” sometimes this will net gold but not often.

Where you will find comprehensive write-ups of what worked and what didn’t for your particular product is when someone in your niche is trying to sell their website. Website sellers will often list what works to keep the marketing engine going in a good level of detail. This information can then be leveraged and applied for your own business.

Other ways you can get this information is looking at affiliate guides for a particular seller in your niche, or emailing another business in a non-competing geographic market, and simply jumping on a call to ask them what has worked for them.

These are advanced strategies and outside the scope of this book.

Over time you can develop a habit of perennially scanning email newsletters, swipe files, or screen capturing marketing you like. That way you’re keeping your finger on the pulse, and continually sharpening your marketing muscle.