January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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THE FOCUS OF MARKETING COMMUNICATIONS SHOULD BE A COMPANY’S PRODUCTS OR SERVICES
Imagine your customer is a hitchhiker. As you pull over and wind down the window, you tell them all about the model of car that you chose and its reliability. You then speak about your own driving experience and how they are in safe hands with you at the wheel. Finally, you talk about the music that you are playing, throughout your journey, and why you have picked certain tracks for specific times during the excursion.
If they were not so desperate for a ride, they would have walked away long before you finished speaking. This was because they wanted to start the conversation with only one question: ‘Where are you going?’ At that moment, their first priority ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.