1. The only way to rise above the fray is to be remarkable. Find what that is about you, your product or your service and make that the ground you stand on.
2. Once you’ve determined what makes you unique, ensure its embodied in every customer interaction.
3. Don’t sell to everyone. Don’t even sell to a lot of people. Define your niche and serve their unique needs better than anyone else.
4. Business in the new economy is about serving. Find your tribe, listen to their needs and focus on giving them what they want.
5. Give your customers what they expect, and then give them something they didn’t expect. It’s the little extra touch or “secret prize” that will stay with them.
6. Aim to attract customers through conversation, education and uniquely positioned branding. Once you have them, treat them with the greatest respect you can possibly muster.
7. Forget about your pitch. Pitches don’t stick, stories do. Tell your story in a concrete simple way and people won’t forget you.
8. Authenticity and transparency are the new languages of marketing spoken through action, not words.
9. You are what you do, not what you say you do.
10. Build trust, then build revenue.
