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Index
Cover
Title
Copyright
Dedication
Acknowledgements
Contents
Intro Why 42?
Rule 1 Rules are Meant to be Broken
Rule 2 Marketing Must Result in Sales
Rule 3 Plan a Little So You Can Do a Lot More
Rule 4 Know What You’re Aiming At
Rule 5 Pick the Problem You Want to Solve
Rule 6 Get to Know Your Customers
Rule 7 Target Your Messages
Rule 8 Customers Are People Too
Rule 9 See the Forest and the Trees
Rule 10 Change the Words, Not the Idea
Rule 11 Involve Them and They Will Understand
Rule 12 Be Different
Rule 13 Admit When You Make a Mistake
Rule 14 Messages Need Testing Too
Rule 15 Just Say No to Jargon
Rule 16 Be Compelling
Rule 17 Do It Their Way
Rule 18 Be Consistent
Rule 19 Use the Right Tools
Rule 20 See and Be Seen
Rule 21 Blogs are Good
Rule 22 Email is Personal
Rule 23 Viral Marketing is a Tactic
Rule 24 Be Critical
Rule 25 Always Have a Next Step
Rule 26 Change is Your Friend
Rule 27 PR Doesn’t Mean Press Release
Rule 28 Tradeshows Will Never Die
Rule 29 Clicks Aren’t Customers
Rule 30 A Launch is a Process, Not an Event
Rule 31 Don’t Get Caught in the Hype
Rule 32 The Whole is Greater Than the Sum of its Parts
Rule 33 Marketing Plans are Good
Rule 34 Marketing is Art
Rule 35 Marketing is Science
Rule 36 Make Them Laugh
Rule 37 Always Have a Deadline
Rule 38 Everyone is a Marketing Expert
Rule 39 Deliver What You Promise
Rule 40 Give it a Chance
Rule 41 Don’t Follow the Pack
Rule 42 These are My Rules. What are Yours?
Appendix A Resources
Appendix B References
Appendix C 42 Rules Toolkit
About the Author
Write Your Own Rules
Other Happy About Books
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