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

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The Last Word: The Elevation Principle Revisited

I know the price of success: dedication, hard work, and an unremitting devotion to the things you want to see happen.

—Frank Lloyd Wright

If you want to set your business apart from your industry peers, shift the center of your marketing efforts.

At the core of the elevation principle is great content. It all starts with regularly creating primary fuel to keep your rocket ship moving. This includes how-to articles, expert interviews, and case studies. It's what continues to draw people to your business.

Nuclear fuel gives you the boost you need to quickly attract many people. While harder to produce, the rewards of doing so are massive exposure for your business. Nuclear fuel includes reports based on research, white papers, micro events, and top 10 contests.

Turning to other people is the second part of the elevation principle. This involves finding experts who have access to the types of reader base you want to reach.

You lure experts to you by giving them what they want without expecting anything in return. This often involves helping them promote their books, products, and services. Some experts will turn into fire starters, who can take your business through wormholes to new galaxies.

The final component of the elevation principle calls for restraining your marketing messages. This means only rarely lacing your great content with promotional messages. When content is commercial-free, you'll quickly grow a loyal following that ...

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