The Answers You Need

It’s simple: what you can’t evaluate you can’t do better. So in addition to the right questions, John gives you answers you need:

Why marketing is strategy and not just communications, buying media, or "creativity" (p. 2)

Copying other places: bad idea: (p.5)

The wrong messages incentives can send and how you might better spend that money instead (p. 6)

The downsides of targeting (p. 7)

Five winning competitive advantage claims and five losers (p. 34)

The No. 1 part of your marketing message: why it should be the last thing you decide (p. 12)

Why not to put the name of your town first on your cover, home page, or headline (p. 15)

Four words, 2 numbers: great headline (p. 15)

 More Things You Need to Know

Why marketing should not talk about you and your community (p. 19)

Everyone gives a Web URL. A critical thing almost no one does (p. 22)

Will a “branding” logo help you market? It’s more likely to hurt (p. 26)

Learn why Ron Starner, Conway Data (Site Selection magazine) said of How to Evaluate:

“I don’t believe I have ever read a more thorough, comprehensive and understandable dissertation on how to plan and put together an effective marketing campaign for an economic development organization.”

And find out why Ron Simoncini, President of New Jersey ad agency Axiom Communications, said:

"I can't remember ever thinking, 'Hey, this guy really knows what he's talking about' until this."

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