Highlights covered in this chapter include: Why targeting everyone with your product or service is a terrible idea Why mass marketing can be harmful to your business and cost you far more than it makes you How to use the “PVP index” to select your perfect target market Why you should focus on a niche and become a big fish in a small pond How to make price irrelevant Why you should stop advertising a long list of products and services How to go deep into the mind of your prospect so you can understand exactly what they want
