Summary of Alan Weiss & Lisa Larter's Masterful Marketing

By IRB Media

Please note: This is a companion version & not the original book. Book Preview:

#1 People can have wants, but they also need things. The greater the need you can create, the more valuable your products and services. The closer the need is to a mere want, the less valuable you are. This concept is so important that I’m going to keep hammering on it as we move forward. This chapter is a vehicle to start getting you thinking about the difference between ‘needs’ and ‘wants’ and how you can better position yourself in your marketplace. -> The more value you create by meeting a need that is close to a mere want, the more valuable your products and services become.

#2 People have wants, but they also need things. The more value you create by meeting a need that is close to a mere want, the more valuable your products and services become.

#3 People can’t choose you if they don’t know you exist, or if told of you they've never heard of you, or if when you're explained to them, you don’t impress. Prospects need to trust you.

#4 People can't choose you if they don't know you exist, or if they've never heard of you, or if when you're explained to them, you don't impress. Prospects need to trust you.

• Language: English
• Publisher: IRB Media
• Release date: Sep 15, 2022
• ISBN: 9798350029369

IRB Media

With IRB books, you can get the key takeaways and analysis of a book in 15 minutes. We read every chapter, identify the key takeaways and analyze them for your convenience.

Book preview

Insights on Alan Weiss & Lisa Larter's Masterful Marketing

Contents

Insights from Chapter 1

Insights from Chapter 2

Insights from Chapter 3

Insights from Chapter 4

Insights from Chapter 5

Insights from Chapter 6

Insights from Chapter 7

Insights from Chapter 8

Insights from Chapter 9

Insights from Chapter 10

Insights from Chapter 1

#1

The greater the need you can create, as distanced from mere wants, the more valuable your products and service. If that distance is a few inches, who cares. But if you simply cater to the want, you’re a commodity.

#2

When you ask why, you go up the chain to broader and more valuable needs. When you ask how, you go down the chain to implementation and less value. In marketing and promotion, always go up, not down.

#3

The more value you bring, the more you’re recommended, and the more value you can deliver to new people, which allows you to grow exponentially rather than merely arithmetically.

#4

Every sale is actually and potentially three sales: the immediate payment, referral business, and expansion business. Most people leave one or two of these sales on the table.

#5

The browsing to buying continuum involves displaying great credibility and providing free value to attract browsers who will become buyers.

#6

The website is the stranger zone because it should be welcoming those people who don’t know you well or at all, but where they can participate in the value you’ve