Every page of your funnel needs a hook, a story, and an offer.

If you hook someone, tell them a story, and make them an offer and they still don't buy, it's likely that the offer isn't good enough for them.

My only goal with traffic that I control and traffic that I earn is to convert it into traffic that I own. With traffic I own, I can follow up with my leads and customers anytime I like.

You're one funnel away from changing your life.

The problem is you can't spend enough to acquire a customer, and the way to fix that problem is to fix your sales funnel.

Grab the big pile of cash first. That's your hot market, then the warm market, then you go to the cold.

The difference in talking to hot, warm, and cold traffic is the language that you use.

Cold traffic refers to prospects unaware of both their problems and the solutions available.

If I stood on top of a chair and shouted 'Who here would like to grow their companies using sales funnels?', they'd look at the crazy guy. But if I changed it to 'Who here wants a moneymaking website?', hands go up.

Advertising is salesmanship in print.

Advertising is multiplied salesmanship.

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.

People don't buy what you do; they buy why you do it.

Marketing is no longer about the stuff you make, but about the stories you tell.

Stop selling. Start helping.

Make your marketing so useful people would pay you for it.

On the average, five times as many people read the headline as read the body copy.

If it doesn't sell, it isn't creative.

A good advertisement is one which sells the product without drawing attention to itself.

Appeal to the reader's self-interest above everything else.

Make it simple. Make it memorable. Make it inviting to look at.

Don't tell me how good you make it; tell me how good it makes me when I use it.

Nobody counts the number of ads you run; they just remember the impression you make.

Nobody reads ads. People read what interests them. And sometimes it's an ad.

The best marketing doesn't feel like marketing.

Own a single word in the prospect's mind.

Marketing is not a battle of products, it is a battle of perceptions.

Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value.

Different gets shared. Familiar gets ignored.

Earn the right to talk to people instead of interrupting them.

Your brand is what people say about you when you're not in the room.

Get closer than ever to your customers. So close that you tell them what they need well before they realise it themselves.

You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people interested in you.

Document, don't create.

People follow the actions of others, most of all when they are uncertain.

We feel obliged to return a favour, even one we never asked for.

Opportunities feel more valuable as they become less available.

We prefer to say yes to people we know and like.

Emotional advertising drives stronger long-term effects than purely rational advertising.

Distinctiveness usually matters more than meaningful differentiation.