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Intermediate

18 chapters on this topic

  1. 22 Channels and flow A channel is where customers flow.
  2. 25 A crash-course on desktop research I was at the end of my stint at Google Singapore and one of the newer colleagues asked me how my Google-Fu was.
  3. 33 What’s the hook? There’s an online writer who talks a lot about finances and personal development.
  4. 34 Fishing with hooks Like Bert and Ernie show, there’s more than one way to catch fish.
  5. 35 Partnering your way to success I was standing outside one of the most exclusive yacht clubs in the Gold Coast.
  6. 41 And so what? And so what then? I used to work at a big tech company across Asia-Pacific pitching creative ideas to the world’s biggest brands.
  7. 42 Teasing out features and benefits Most people sell with features, yet people buy for benefits.
  8. 46 Reversing risk and social proof Do you remember those house parties as an adolescent?
  9. 50 Benefits-led language My lecturer for Professional Writing was a gun.
  10. 55 TEEL and CLEAR I’m going to give you two formulas for self-contained paragraphs.
  11. 56 Attention, Interest, Decision, Action "AIDA. Attention. Interest. Decision. Action. Attention. Do I have your attention? Interest. Are you interested? I know you are 'cause it's f*ck or walk. You close or you hit the bricks. Decision.
  12. 63 Visual hierarchy Every offer you make has a certain order.
  13. 64 Remember CRAP Through out this book, you’re being equipped with shortcuts for understanding concepts you could spend an entire career on.
  14. 72 The priority ladder The goal of your marketing is simple. It’s to make sales.
  15. 73 Trends over precision If you’re looking at a number, and it’s at a single point in time, it doesn’t indicate how well you’re doing in any meaningful way.
  16. 76 Measurement tools Earlier drafts of this book used the term Measure instead of Notice for the part 3 of this framework.
  17. 77 Traffic - a major milestone • There’s choosing a profitable topic that provides you with purpose.
  18. 78 Pattern recognition Experience tells me that when someone in service tells me “we can definitely do that for you” - it usually means the opposite.

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