## Notes - ## Highlights your choice in words are the highest leverage all other marketing is mainstream so, see what already works or experiment treat customers as smart rational independent agents. this lets you use ethical marketing tactics through education. marketing is an extension of teaching. solid arguments that create high quality customers, this is why you should focus on how you acquire your sales dont give all details of a solution, since that's not what they want. meet them where they are, then give details when they buy. what beliefs for them to buy? what things am i taking for granted? how can you explain the feelings they have? the reason why people pay for courses is because the teacher specifically shows them how they know where they currently are, and gives them a path to get them to where they want to be. self-learners can do that themselves, but courses help with convenience. a limiting belief: people have valuable information find early assumptions that block people from progressing take a step back from tutorial to higher order overcome your own limiting beliefs and value what you know how to identify current beliefs - don't validate complex questions what myths are there look at behaviors - complex organization goal of marketing is to make an argument. don't take people's agreement for granted. essays to change claims into a new belief. rhetoric ethos - character pathos - emotion, stories logos - they are applying their principles into their marketing for this book and i really like it. email is foundational for sharing words do not make assumptions make selling unnecessary thoughts this validates my current plan with dsa and mainstreaming. just need to improve on focusing on limiting beliefsr