The first secret to great marketing is knowing where to start. “Marketers have to move upstream now. We have to stop being the last step in the process and start being the first step.” —SETH GODIN Most marketers start by thinking about what they want their customers to do. “Buy now”, “click this”, “give us your email address” and “while you’re at it like us on Facebook”. You however begin with an understanding of what your customer believes and how she wants to feel. Then you work your socks off to help her to get where she wants to go. Image by Matthew Spencer.
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