# Sticky Marketing: Why Everything in Marketing Has Changed and What to do About It

- Link: https://fundraising.co.uk/books/sticky-marketing-everything-marketing-changed/
- Published: 2012-04-06T20:59:00+01:00
- Author: Howard Lake

**Incisive thinking from Grant Leboff on why everything in marketing has changed,
and what you can do about it.**

We live in a world were people have become empowered. Consumers can contact companies
directly and they can talk to each other with a powerful voice they never had before.

Sticky Marketing takes into account these fundamental changes and provides a new
set of rules for effective communications in a world transformed by new technology.
It introduces a new model of customer engagement and asks ‘not what your marketing
can do for you, but what your marketing can do for your customer’.

Companies have to move away from the old marketing system of shouting messages at
people to attracting them by providing value around their product or service – in
other words by becoming ‘sticky’ or attractive.

Grant Leboff argues that it is not ‘return on investment’ that matters but ‘return
on engagement’, not your unique sales point (or USP), but your customer engagement
point (your CEP), that will make the difference in today’s cluttered marketplace.

Sticky Marketing proves that marketing should now be about value creation if you
want to truly engage with your customers. It is only by providing value that you
can win the battle for customer attention – stop shouting and start a conversation.

![Sticky Marketing book cover with 'Number one on Amazon' flash in top right](https://
wfay6x.infiniteuploads.cloud/2016/04/sticky-marketing-cover-number-one-on-amazon.
jpg)

Sticky Marketing – number one on Amazon

Leboff has written a second edition, [Stickier Marketing](https://uk.bookshop.org/a/1597/9780749471088):

![Stickier Marketing cover](https://wfay6x.infiniteuploads.cloud/2021/12/stickier-
marketing-grant-leboff-cover.jpg)

## About Grant Leboff

**Grant Leboff** is one of the UK’s leading sales and marketing experts. He built
a successful direct marketing company in 2002 and sold it six years later. He now
serves as its non-executive director and runs a strategic consultancy via the Sticky
Marketing Club Ltd and the Sticky Communication Agency Ltd.

He frequently presents at events around the world and regularly contributes to outlets
such as The Daily Telegraph, The Independent, The Financial Times and BBC Radio.
He is author of_ [Sticky Marketing](https://fundraising.co.uk/books/sticky-marketing-everything-marketing-changed/)_,**_
[Stickier Marketing](https://fundraising.co.uk/books/stickier-marketing-win-customers-digital-age/)_**,
and [**Digital Selling**](https://fundraising.co.uk/books/digital-selling-use-social-media-web-generate-leads-sell/),
all published by Kogan Page.[](https://fundraising.co.uk/books/sticky-marketing-everything-marketing-changed/void(0))