Jeannie Levinson

Up next is the secret that alerts you to the problems that can arise when some people create your website, others do your PR, others write your email copy, others design your graphics, and still others create your brochure.
This is not a healthy situation. Marketing is like a tug of war, and you can’t win one of those with different people all pulling in different directions. You can only win with people all pulling in the same direction

You’re in charge of practicing the fourth secret—making sure all your marketing is congruent, helping to make all the marketing more powerful. Tug-of-war battles and Super Bowls are won not by individuals but by teams. Winning teams

That’s why that fifth secret is content. It used to be taught that the intelligence level of the public is on par with that of a 12-year-old. Now it’s known that the intelligence level is akin to that of your mother. She has grown too wise to buy style over substance. The same is true for your prospects. They want the substance of your offering and not just the style