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How we think

Marketing starts in the prospect's mind.

How he or she thinks, makes decisions, exercises biases.

It's the prospect that sets the rules, defines the playing field, and dictates the language of marketing. We have to play the game the prospect's way, or we're left outside the mind.

There are two keys to winning a position in the prospect's mind.

First, a product or service that can be defined in terms of personal gain for the prospect while being within reach of the prospect's income and location.

Second, a memorable message that promises the prospect a better self by choosing your brand, and that is exposed to that prospect enough times that he or she is inclined to act.

Achieving both requires a mix of science and art. Haynes provides that, starting with the agency principles and including a network of associates proficient in certain technologies and marketing disciplines, like product-design, pricing, and site-location.

But, it's in the prospect's mind where we learn how to get into the prospects mind. How to craft a message that the prospect will notice. And how to connect to the prospect through media in large enough numbers to make your venture profitable.

Only then can we move the prospect closer to choosing your brand at the next purchase decision.