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"Cornerstone Communications has guided our radio campaign with multiple stations for over 20 years, helping us attract thousands of new supporters to our ministry. We are grateful for our partnership with Dave Barton and Cornerstone Communications and the growth that they have helped us achieve so that we can fulfill our mission of serving the homeless and abused in our community."

— The Sheepfold Shelter

Resources

Fanatical Focus

Harry Beckwith, Selling the Invisible

Ask the pizza man. Successful marketing starts with positioning.

This principle is the focus of Al Ries and Jack Trout’s marketing classic, Positioning. In its most important essentials, Positioning says:
  • 1. You must position yourself in your prospect’s mind.
  • 2. Your position should be singular: one simple message.
  • 3. Your position must set you apart from your competitors.
  • 4. You must sacrifice. You cannot be all things to all people; you must focus on one thing.