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"Our advertising campaign has generated a 400 to 800 percent return on our investment over the past 20 years! I can not express enough gratitude on behalf of our board and staff toward what our partnership with Dave Barton and Cornerstone Communications has meant."
— The Oaks Christian Camp
Fanatical Focus
Harry Beckwith, Selling the InvisibleAsk the pizza man. Successful marketing starts with positioning.
This principle is the focus of Al Ries and Jack Trout’s marketing classic, Positioning. In its most important essentials, Positioning says:- 1. You must position yourself in your prospect’s mind.
- 2. Your position should be singular: one simple message.
- 3. Your position must set you apart from your competitors.
- 4. You must sacrifice. You cannot be all things to all people; you must focus on one thing.