The Holy Grail of marketing is the prospect’s peer who, without being paid, recommends the marketer’s product or service. When that happens, sales statistics go through the roof.
You want to use your Expert Proof Materials, along with your other marketing tactics, to carve out a space on your prospect’s position map where you have few or no direct competition.
Running a marathon is the simple step made longer and faster, repeated with enthusiasm. You repeat the motion mile after grueling mile until you outdistance your opponents, or they give up. You don’t win because you finish, you win because you didn’t give up.