Yes, there is a most important word in marketing.
It’s not niche or product or even Facebook. But before I tell you what I think it is, will you let me tell you a little story to explain what it is?
You will? Of course you will. You really have no choice do you?
The most important word in marketing
A few years ago I was helping out a marketing manager who was in charge of selling simple metal parts into the aerospace business. A new competitor on the West Coast had stunned this business by taking nearly all of the lucrative California customer business — about one-third of the total market — in just a year…
