Your business has grown.
Bring your marketing
up to speed.

The address is one line on an event page. When the venue changes, that line can become a problem in half a dozen places.

There is the registration page somebody bookmarked. The invitation already sitting in an inbox. The flyer a collaborator is about to share. The contact record that needs an update. The person who has a question and expects an answer. A small change in the plan can expose every place where the work depends on someone remembering to tell someone else.

That is the kind of marketing work this book is about. The thinking that makes the promise clear, the materials that carry it, and the coordination that keeps the promise intact as the work moves.

Opening excerpt from the working manuscript. Selected working chapters:

• When the Venue Changed
• The Profile Was Smaller Than the Work
• The Email Is Ready The Destination Is Not

A draft can look finished before the work is understood.

That became visible while developing the cover for my first marketing book. We had a polished image, a clear title, and a professional-looking layout. Then I asked where the design came from. The answer was a creative direction generated for the project. The published reference had not been established first.

The next version began differently. We inspected a real marketing book through its publisher, identified the design choices worth borrowing, and wrote the instruction around those observations. The output then had something concrete to be reviewed against. [1]

Opening excerpt from the working manuscript. Selected working chapters:

• Research Without Inventing the Buyer
• One Source Three Useful Assets
• The Old Version Came Back