In conversation with Ben Brain of Hannells last week I recalled a book I first read 30 years ago: ‘Marketing Warfare’ by Al Ries and Jack Trout. For certain it didn’t win any prizes for the quality of writing but the content, primarily based on Carl von Clausewitz (my favourite Prussian General) book ‘On War’ has me reaching for a reread most years.

In simple terms, Clausewitz suggested there are only four options in warfare and Ries & Trout suggest these also apply to marketing. Which one is right for you?

To read the rest of this newsletter click here.


Join over 6,000 property professionals, including leading estate and letting agents and receive information, insight, ideas and inspiration (four-i) from top estate agency coach Peter Knight, straight to your inbox every Monday. Join now

Find out more about Property Academy and the services we provide here.

Agree or disagree with the views expressed in this newsletter? Share the article and your views on social media today.