- its more expensive to acquire a new customer than to retain one
- seek to build trust in every interaction
- levels of trust
visitor
- friend
- customer
- Types of marketing
permission marketing
continue to educate them on the problem space they are interested in
- can use high frequency
treat correspondence with users as a one-on-one conversation
- better to do the correspondence manually first to learn what works and what doesn't
- interruption marketing
catch their attention quick enough with a quick unique value proposition
- use sparingly. It can be quite expensive
- On sales lead lists
not useful if bought
- the people on the list did not give you any permission to spam them
- focus on inbound marketing
- focus on creating content that is very deeply focus on the space that you are working on