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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