In his own words the author says there's very few original ideas in this book and claims it as an implementation breakthrough.
I would agree. Allan covers the front and back ends of attracting and retaining customers and gaining referrals in a very systematic and common sense way that encourages and makes implementation easy along the way.
If you're not growing your business as well as you want, you will be should you implement the ideas here in your own best way.
I wish I had stumbled across this book a long time ago as it would have saved me a ton of time reading a lot of other books and listening to many many podcast first. And compared to the 900+ page sleep-inducing monstrosity that was our marketing coursebook at university 20 years ago, this book actually breathes life, fun and relevance into the subject.
Below are a few reasons why: Know the difference between marketing, adverting, promotion and publicity and how they relate. How strategy affects which tactics to use When to use digital or traditional mediums to communicate with your market Common mistakes that threaten most small business Best ways to kill a business and how to avoid making the same mistakes How to choose which type of advertising is best for your market How to best Identify your target market What to tell your target market Choose which medium is best to communicate with your market How to attract idea prospects How to nurture prospects into customers How to increase value for your customer in ways that don't necessarily increase cost How to ideally turn your customers into your own loyal sales army At the end of the process, you'll have your own treasure map ready to start implementing
This book is a great guide to using direct response marketing to attracting leads and converting to sales. Also great info on targeting a niche and keeping customers for life. Really enjoyed reading this book.