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Selling: The New Norm by Drew Stevens

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CHAPTER 7

Wow It’s Noisy—How to Get Heard in a Rock Concert

During his prime, rock legend Elton John was constantly castigated for the type of costumes he wore onstage in the 1970s. In our time, the latest rock legend Lady Gaga also seems to create levels of controversy with her styles of dress. However, what is most notable is that both seek to be contrary to the “same ole same ole.”

When marketing, you need to do something that’s completely different than anybody else. Marketing is similar to being at a rock concert—it’s not about screaming louder, it’s about looking different so that the singer or star recognizes you.

Too many in marketing today sound just like their competitor. There is no distinction and nothing that separates them from ...

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