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Launch: How to Quickly Propel Your Business Beyond the Competition by Michael A. Stelzner

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Elements of the Elevation Principle

The elevation principle combines great content and a focus on others while removing obvious marketing messages. Think of content as the fuel for your rocket, and people as what ignites the fuel and directs the rocket. Think of marketing as friction that slows your rocket's progress.

Here's an overview of the core components of the elevation principle:

Great Content

Content comes in many forms. It's like highly refined rocket fuel that can take you places quickly.

There are two different types of content. First there's primary fuel: It's easy to produce and is what makes your business move.

Primary Fuel

You'll need the most of this type of content to achieve success. Without it, you'll have fits and false starts, likely sending your rocket ship in circles, or causing frequent stalls (see Figure 1.3).

Figure 1.3 Primary fuel is what keeps your business moving.

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There's a wide array of primary fuel available. Here's a brief overview of some of the options:

  • Comprehensive how-to articles: Detailed in nature, this type of content is typically at least 1,000 words. It should show your readers how to do something they're interested in. For example, at SocialMediaExaminer.com, we target marketers. Mari Smith, one of our contributing writers, crafted a piece called “21 Creative Ways to Increase Your Facebook Fanbase.” This type of content is typically ...

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