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"We see our advertising on Christian radio as one the most important ways to reach the Christian community in our area. Not only does it produce direct applicants for the school, but it also increases our web activity and word of mouth advertising. Cornerstone Communications has been instrumental in making our radio advertising not only successful, but effortless and worry—free."

— Trinity Law School

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.