CHAPTER 6
The Marketing Edge
“Stop racing after every new fad and focus on making consistent, emotional connections with consumers. If you stand for nothing, you fall for everything.”
—KEVIN ROBERTS
Now it’s time to apply the One-Percent Edge process to ensure your marketing messages remain relevant to your customers. To do that, you’ll need to get away from your office to where your customers and clients are. It need not be a physical presence; it can be a virtual one. But you do need to hear what your customers are saying. What types of messages resonate with them? How can you cut through the competition clutter to reach them?
How can we cut ...
Get The One-Percent Edge now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
