Success is a very relative thing to measure. Success for one may not be the same to another. Level of success presents itself in a hierarchical manner. Once we attain a certain level, we yearn to go on to the next. For someone who is starting to establish his own small scale business, dreaming of becoming big someday is inevitable. No one really wants a stagnant state where day to day progress is almost nil. Strategies and methods to attain a targeted business development are abundant in the internet but some are superfluous and a few are indeed significant.

One interesting and mind breaking ebook is entitled: "Five Secrets of the World's Best Marketing Machine." This ebook was written by Steve M. Charin, a former marketing expert in Apple.

His first phrase caught my attention when he wrote: "People buy what other people have". Indeed, one of the reasons why you purchased a certain brand of bag is because it was endorsed by one of the celebrities that you liked most. In a psychological point of view, people tend to always yearn to belong - either belongs to a group or to a certain social status. Price and quality may not be the primary factor that buyers consider these days when purchasing a product. Rather, they consider what an item tells about them. That is to say that having a particular item can identify someone into a social group or elevate someone to a particular social status.

Another catchy word in this ebook are the words: Think Big, Write Small. This is under his topic on: "Make your Message Memorable." This must be the most challenging part of advertising: carefully choosing and combining few words to encompass what the company has to offer. Making it short will help buyers remember it more vividly. Memorizing three or four words in a raw do not require much energy. But in case there is a need to make it longer, then you can adapt some psychological principles in unlocking how the brain works. Apply mnemonic devises. People can remember something with much ease when the words are carefully chosen and arranged into a rhyme, or into an acronym of something well known, or when the words are associated with an item that is widely known. Use of rhyming words is commonly used and is even converted into jingles.

These are some of the marketing Secrets revealed by Steve M. Charin in his ebook. Would this be enough to handle the challenge of tracking the journey to business success? Obviously, it is not. The ebook contains other mind opening ideas and secrets that are indeed useful and practical.

Taking into consideration the ideas of experts does not mean reliance and incompetence. It does not mean that if you follow someone else's idea then you lack ideas. It is a matter of self enrichment. Know and devise your own strategy that is suited to your own business. Success does not always mean that you have to fail and learn. Learn from people ahead of you in the trail and avoid the stumbling blocks.