The CEO’s Guide to Marketing tip 7: Grade your marketing knowledge

I hand out this marketing assessment sheet when I give a talk about my book. I tell the audience members to grade themselves, their internal marketing teams and their agencies. If they score low, they should buy copies of my book and read it until they could teach it. No one should put up with a marketing team that doesn’t score high in every area. See how you do.

Team Assessment

If this tip makes sense to you, you should buy my book. “The CEO’s Guide to Marketing” is the most practical marketing book you will ever read. It outlines a six-step process that will bring clarity to marketing like you’ve never experienced before. It’s literally a step-by-step guide to more leads, higher sales and a stronger brand.

If you are a CEO, marketing manager, writer, graphic designer or anyone else who has a hand in marketing, you need “The CEO’s Guide to Marketing.” I’m not kidding when I say it will make you the smartest marketer in the room. You are going to wish you had this book years ago.




Written by Lonny Kocina

Lonny is a visionary who is passionate about marketing. He believes that to be a truly great agency, our professional advice and deliverables must be based on a solid marketing foundation. He has made it his mission to ensure that everyone on our team knows and understands the basic marketing concepts and the SAM 6 process. Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which enables clients to purchase publicity by the story. “It’s a familiar concept. If you pay for a pizza, you get a pizza; if pay for a car, you get a car; and with us, if you pay for media coverage, you get media coverage,” he explains. “Clients come to us because they are tired of paying hourly retainers and getting little tangible return.” When the Internet was in its infancy, Lonny also had the business foresight to quickly reserve portal web addresses such as publicity, media relations and checkerboard, and advised clients to do the same. Nearly 30 years since launching this agency, Lonny’s still finds great joy thinking about, talking about and writing about product promotion. He thrives on expanding our ability to help clients tell their stories to the masses.

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