I bought a card game last week.

The game I bought would have been off my list immediately if:

  • The creators harassed me on the phone
  • The creators followed me around online with targeted ads
  • The creators put ‘tripwires’ and ‘funnels’ in my path

…All of the ‘best practices’ you hear you ‘must do’ to market online would have ruined the sale.

Products are recruited into the lives of those who need to move from problem-land to a solution-land. Those two locations are different for every product, and so every journey must be plotted accordingly.

The practice that’s ‘best’ is to turn helping your audience along their journey your best practice.