CHAPTER 23

STEAL THESE SECRETS NOW

It has been fun writing this new edition, and, like the first version, I am ending with 10 “secrets” that shouldn't be. It is a mystery to me why so much marketing money is wasted on lame promotions that don't have to be. The sad truth is that marketing today relies on too many metrics and not enough understanding of the basic techniques of persuasion that have guided human behavior since commerce first began centuries ago. Part of the problem has to do with thinking that being in the digital age means new rules apply. For the most part they do not. The real change is the number of channels or customer touch points that must be considered and addressed. What used to be called integrated marketing is more important ...

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