CHAPTER 15Pursuit and Breakthrough
What you’ll find in this chapter:
• Think “different”
• Achieving Breakthrough with intrigue
• The elements of Breakthrough
• Return on Breakthrough
It’s time to deal with a truth. This truth is, when you’re in pursuit of new customers, the best value proposition and the most focused targeting and the most brilliant offer won’t amount to a hill of beans unless you can find a way to break through and grab your prospect’s attention. That’s not easy when each day the average person is bombarded by a bajillion messages from all over, give or take.
Into this maelstrom goes your marketing campaign, hoping to be ...
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