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Praise for Launch
Chapter 1: Rockets Don't Fly Themselves
The Problem with Marketing
The Internet as the Great Paralyzer
Meet the Enemy: Channel Overload Syndrome
Do People Really Trust Your Business?
Introducing the Elevation Principle
Elements of the Elevation Principle
Why the Formula Works
Chapter 2: Starting Your Mission Plan
Establishing Your Clear Vision
Crafting Measurable Goals
Setting Your Course Trajectory
Chapter 3: Finding Inspiration by Looking Outward
Identifying Role Models
Leveraging Inspirational Content
Setting Up an Idea Vault
Creating a Discovery System
Why the Outward Focus?
Chapter 4: Leveraging the Power of Other People
The Power of Other People
Who Do You Want to Reach?
Developing Profiles for Your Ideal Reader Base
How to Identify the Problems and Desires of Your Reader Base
What Problems Are They Facing?
Working with Outside Experts
Leveraging Fire Starters
Why Focus on Other People?
Chapter 5: Actively Engaging Other People
The Importance of Giving Genuine Gifts
Using Social Proof
Moving People to Action
Chapter 6: Making Content the Fuel of Your Marketing
Proof That Content Works
What Makes for Great Content?
Creating an Editorial Guide
Mapping an Editorial Calendar
Chapter 7: Creating and Using Primary Fuel
What Is Primary Fuel?