Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition by Andrea Coville

Author:Andrea Coville
Language: eng
Format: mobi
ISBN: 9781937134839
Publisher: Bibliomotion, Inc.
Published: 2014-03-10T18:30:00+00:00

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Marketing, when you boil everything down, is really pretty simple: you figure out who you want to sell to and then you determine the best way to get customers to buy.

Relevance gives you an additional tool for teasing out both parts of that statement.

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There is one last reason that we put all this “pressure” on relevance. As marketers, we get into a rut. We get good at our jobs and, once we do, we have a tendency to rely on the tools, approaches, and techniques that have made us a success. We get complacent and, as a result, we don’t do our best work. When that happens, we do a disservice not only to our clients but to ourselves. Relevance, with its requirement that we change the behavior of the people we are trying to reach, can rejuvenate us by forcing us to come up with new solutions.

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