Discover Pulse Marketing

Marketing and advertising offer the highest leverage in business - you put in little time, effort, and energy, and get a lot of result back

Eben explains leverage as 'you spend a little bit of money, and you get a lot of money back' and positions this as fundamental to business growth

Within marketing, the highest leverage comes from mass marketing, and mastering it requires first learning to persuade in print

Eben states that once you learn print persuasion, 'you can translate that skill into other mediums like audio for podcasts or radio commercials, video for television commercials or online video'

Learning to persuade in print is fundamentally learning a new way of thinking, not just copying techniques

Eben emphasizes 'don't just try to copy the technique word for word' and asks 'how could I think about things differently? How could I see my customer differently?' based on his experience training many people and working with sharp experts

The best marketing happens in the design and strategic planning of products themselves - when you create products people automatically want to buy, marketing becomes easy

Eben reveals his strategic thinking: 'the more you start thinking like a customer and the better you get at creating things that people will automatically wanna buy. And once you create products that people automatically wanna buy, it actually makes the marketing easy'

Learning to persuade in print is the ultimate business skill - more universally valuable than management, technology, or any other skill

Eben states definitively: 'no other skill that I know of or have seen or learned is as universally valuable as learning to persuade in print, not management, not technology, not anything' and calls it 'applicable in essentially any business situation'

Strong copywriting skills translate into all other communications - from business partner proposals to team emails that inspire and educate

Eben shares personal experience: 'What I've learned about in copywriting has actually translated over into writing persuasive proposals to potential business partners, to writing emails that I send out to my team that inspire them and educate them and help them'

Marketing requires ultimate attention and discipline and should never be delegated entirely - successful business owners keep their finger on the pulse of marketing

Eben observes that 'most of the really successful business owners that I know, people that own, run, and have built 10 to $100,000,000 companies plus, in one way or another, they all have their hand and their finger on the pulse of the marketing'

Companies that outsource all their marketing and try to find others to do it are usually the ones that are failing

Eben contrasts successful companies where owners 'are the ones that are the drivers of the marketing, the creators of a lot of the marketing' with 'those companies that are outsourcing all of that stuff and trying to find other people to do the marketing are the ones that are usually failing'

Experts who want to delegate marketing have it backwards - they need to learn how to sell and present their products so people will want to buy them first

Eben shares direct experience with information product experts: 'I have a lot of experts come to me who are experts on different topics. And they say, I've been looking for you for so long... I have all the expertise on the topic. I just need someone to help me sell it' but he tells them 'what you need to do is learn how to sell'

Marketing is defined as the science of finding prospects and turning them into profitable customers for your business

Eben provides this specific definition after noting that 'most people can't even agree on what marketing is' and that people give different answers like 'getting the word out' or 'running ads' or 'sales letter'

Marketing as science implies there are tested and refined methods and methodologies for doing it the right way

Eben breaks down the definition explaining that 'science implies that there are methods, that there are approaches. There are disciplines that have been carefully tested and refined over time, and that there's a methodology for doing it the right way'

If you don't know who your prospect is and haven't built a picture of them in your mind, you'll be talking to everyone using generalities that don't move people

Eben explains the consequence: 'if you don't know who your prospect is and you haven't identified them and you don't understand them and you haven't built kind of a picture of who they are in your mind, you're gonna be talking to everyone. You're going to be trying to appeal to everyone. You're gonna be using a lot of generalities. You're not going to be using specifics. And the people that hear these words are not going to be moved by them or affected by them'

Sales and marketing should drive and determine everything else inside your business - it's the most serious work in your business

Eben states his business philosophy: 'I believe that your sales and marketing, right, the products, the things that you're doing to sell them, that activity of getting people to buy your stuff should drive and determine and push everything else inside your business' and calls it 'the most serious work in your business'