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

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Chapter 7

Creating and Using Primary Fuel

Do not wait to strike till the iron is hot; but make it hot by striking.

—William Butler Yeats

The right content has the power to shape opinions, change minds, and spur action. It also fuels your business, propelling your rocket ship through the atmosphere toward new frontiers.

The sky isn't your limit. The moon is only your rest stop. Great content will take you to far-off star systems and unimaginable destinations.

Much like gasoline fuels your car, primary fuel powers your business; it's the regular content you need to move your rocket ship. In your car, you might be able to go a week on a single tank of gas. But once you run out, your ride is nothing more than a useless three-ton hunk of steel and iron. In the same way, without primary fuel your business won't go anywhere.

Primary fuel propels your business. It's fuel that's consumed by your reader base. It has a shelf life and must be replenished. And no, you can't fill up on it at the local gas station.

In this chapter I will examine the importance of creating primary fuel, and look at what it can achieve. I'll also provide details on how to create the six different types of primary fuel.

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