262New Marketing Reality 10If you look at the New Marketing realities described in this book, you will see
that if you want succeed in sales or building any business or practice, you need to
reinvent your marketing. In essence, we have said that your marketing must:
l Make the Prospects Come to You (Attraction)
l Separate You From All Others Selling What You Sell (Differentiation)
l Get You In Front of More of the Right People (Visibility)
l Position You As a Trusted Advisor (Credibility)
l Shorten The Buying Cycle or Get Your Proposal Accepted (Authority)
l Buy You Shelf Life (Longevity)
THEN IS THERE ANYTHING BETTER
THAN A BOOK TO DO THIS?Since I’ve been sharing this message for almost 2 decades, I know how many
of you feel. Who am I to write a book? I’m not a writer. Great. Neither were
the thousands of people I’ve taught this to and who have reaped the benefits of
having a book as a marketing tool.
This isn’t about getting you to do book tours and book signings, it’s about using a
book to help you overcome the new marketing realities that you face every day.