Chapter 21. Marketing and Sales

In order to understand how to use attention to drive revenue, we first have to take a step back and understand the basic rules of marketing and sales. Now, perhaps you already think you know how this all works, but maybe you just think you know. There is always more that can be learned, especially when we're talking specifically about a Web environment. Fifteen years of selling on the Web has taught me many rules that have allowed me to generate millions of dollars in revenue for my clients and myself. By understanding these rules, you'll finally be able to get what you want for your own business and for your clients as well.

The very first thing you need to do is understand what you're selling and to whom you're selling it. The first part of that is the first step, of course, and we'll talk about that shortly. The second part, the knowing your target audience part, is just as important. Without a clear understanding of who they are, and more specifically, what they want and what problems they have, you'll never be able to get their attention.

First you need to figure out your unique value proposition (UVP).

What Am I Selling That's Better or Different than My Competitor?

This is called a unique value proposition (UVP). James Connor, who wrote The Perfection of Marketing, eloquently called this "The Sales Moment." It's that moment when your potential audience clearly understands why they are going to choose you over someone else. Without a clear UVP you'll ...

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