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This chapter is excerpted from 'How to Get Inside Someone's Mind and Stay There: The Small Business Owner's Guide to Content Marketing and Effective Message Creation'. Exploring and demystifying content marketing and providing proven and practical strategies for promotion and profit, How to Get Inside Someone's Mind and Stay There is for business owners, managers, and anyone with a need to market a product, a service, or even themselves! In this book, you will learn: how to identify your ideal customer; how to identify and create your key marketing messages; the right way to be remembered; and how to write for impact, engagement, and action. The book supplies you with all the tools you need to build and benefit your business in person, in print, and online and helps you become your sector's go-to brand of choice. What readers say: 'An absolute gem for business owners' - Andi Lonnen. 'It completely changes your way of thinking' - The Book Bag. 'Quite excellent, and sets the standard in this marketing genre' - Ross H. 'It's the most helpful book about copywriting, digital marketing, and basically everything!' - Good Reads.