Chapter 4

Principle 4: Visibility—Being Useful to Customers

Introduction

People will only buy from you if they know you exist. To achieve this, you must get in front of buyers. But how, given that they are bombarded by so many messages? We need to be smarter about how we build visibility, not only because of our customers’ selective listening but also because building awareness takes time and effort. It also requires a plan.

The first part of this chapter shares concepts that you need to know to build visibility and get yourself in front of more buyers. This involves communicating less about your products and services and more about your customers’ ...

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