Ha – good point, Dennis! Grad school is so theoretical whereas Bryan and Jeffrey’s content is always applied — and current.

This concept of defining the complex sale based on the customer’s experience rather than the business’s standpoint is part of a broader theme that too many marketers overlook. They’re so wrapped up in promotion that they forget who they’re promoting to and what those people need, which is the foundation upon which all other activities should be based.

You’ll see evidence in little things, such as “we-we” copy that the Eisenbergs warn against, as well as major problems in trying to be everything to everyone in product/service development. A good piece of advice I try to keep in mind is that once you’ve defined your target market, you should aim to repel everyone else. This goes for product development, pricing, promotion, and sales activities – for both simple and complex sales.

Let me know if you’re able to use their books as educational expenses 😉

I wonder if I could claim any of Bryan & Jeffrey’s books as an educational expense on my taxes?