Chapter 5

Principle 5: Planning

Introduction

Let’s take stock of where we are so far in this book. We have seen what the benefits of having a positive mindset are and how that’s the starting point of the process of smart marketing. Next we looked at ways of gathering customer insight so that we can shape our products and services around their needs.

We put together a marketing message, which is key to differentiating and getting prospects, attention in this busy, over communicated world. We then looked at the different tactics available to us that we can employ to get the word out about your products and services and how they solve your customers’ ...

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