relevance.com | @ChadPollitt

• Director of Marketing at digitalrelevanceTM

• Former Army Commander and Iraq War Veteran• Co-author of

The Enterprise Blog Post Optimization Guide• Member of a Forbes Top 100 List• Featured in The Wall Street Journal, Inc., New York

Times, BtoB Magazine, PRDaily.com and others

relevance.com | @ChadPollitt

Introduction » Chad Pollitt

“The supreme art of war is to subdue the enemy without fighting”

Lesson #1

relevance.com | @ChadPollitt

The most effective marketing doesn’t even feel like marketing to the consumer

TRANSLATION

relevance.com | @ChadPollitt

relevance.com | @ChadPollitt

“In the midst of chaos, there is also opportunity”

Lesson #2

relevance.com | @ChadPollitt

Consumers are being inundated with a record number of marketing messages today

- Be different, be helpful

TRANSLATION

“Pretend inferiority and encourage his arrogance”

Lesson #3

relevance.com | @ChadPollitt

Ignore peer pressure when competition markets with a bullhorn – market with a magnet instead

TRANSLATION

relevance.com | @ChadPollitt

relevance.com | @ChadPollitt

“Victorious warriors win first and then go to war, while defeated warriors go

to war first and then seek to win”

Lesson #4

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Backwards plan your marketing – define what success looks like and how you’re

going to get there, up front

TRANSLATION

relevance.com | @ChadPollitt

“Supreme excellence consists in breaking the enemy's resistance without fighting”

Lesson #5

relevance.com | @ChadPollitt

The most effective marketing gets consumers to buy without selling to them

TRANSLATION

relevance.com | @ChadPollitt

“Opportunities multiply as they are seized”

Lesson #6

relevance.com | @ChadPollitt

Technology and consumer behavior are

ever-evolving and represent multiple marketing opportunities

TRANSLATION

relevance.com | @ChadPollitt

“Earth gives birth to length.Length gives birth to volume.Volume gives birth to counting.Counting gives birth to weighing.Weighing gives birth to victory.”

Lesson #7

relevance.com | @ChadPollitt

The most effective marketing measures and tracks tactics, strategies, goals and ROI

TRANSLATION

relevance.com | @ChadPollitt

“If ignorant both of your enemy and yourself,

you are certain to be in peril”

Lesson #8

relevance.com | @ChadPollitt

Marketers who ignore the changing media landscape

and consumers’ ability to avoid advertising altogether are at risk

of brand-obsolescence

TRANSLATION

relevance.com | @ChadPollitt

“Put them in a spot where they have no place to go, and they will die before fleeing”

Lesson #9

relevance.com | @ChadPollitt

Sell something to a consumer and gain a customer today. Be truly useful or remarkable to a consumer and gain a customer for life

TRANSLATION

relevance.com | @ChadPollitt

“The general who advances without coveting fame and retreats without fearing disgrace,

whose only thought is to protect his country and do good service for his sovereign,

is the jewel of the kingdom”

Lesson #10

relevance.com | @ChadPollitt

Don’t be afraid to fail and don’t chase influence. Marketing that is truly helpful to consumers is appreciated by them and positively impacts a

brand’s bottom line in perpetuity

TRANSLATION