Blog

There Are 4 Things in Marketing

StaffFebruary 26, 2018Marketing Blog

Every time anything gets sold to anyone, here’s what’s going on…

img:is([sizes=auto i],[sizes^="auto,"i]){contain-intrinsic-size:3000px 1500px}:root{--wp-block-synced-color:#7a00df;--wp-block-synced-color--rgb:122,0,223;--wp-bound-block-color:var(--wp-block-synced-color);--wp-editor-canvas-background:#ddd;--wp-admin-theme-color:#007cba;--wp-admin-theme-color--rgb:0,124,186;--wp-admin-theme-color-darker-10:#006ba1;--wp-admin-theme-color-darker-10--rgb:0,107,160.5;--wp-admin-theme-color-darker-20:#005a87;--wp-admin-theme-color-darker-20--rgb:0,90,135;--wp-admin-border-width-focus:2px}@media (min-resolution:192dpi){:root{--wp-admin-border-width-focus:1.5px}}.wp-element-button{cursor:pointer}:root .has-very-light-gray-background-color{background-color:#eee}:root .has-very-dark-gray-background-color{background-color:#313131}:root .has-very-light-gray-color{color:#eee}:root .has-very-dark-gray-color{color:#313131}:root .has-vivid-green-cyan-to-vivid-cyan-blue-gradient-background{background:linear-gradient(135deg,#00d084,#0693e3)}:root .has-purple-crush-gradient-background{background:linear-gradient(135deg,#34e2e4,#4721fb 50%,#ab1dfe)}:root .has-hazy-dawn-gradient-background{background:linear-gradient(135deg,#faaca8,#dad0ec)}:root .has-subdued-olive-gradient-background{background:linear-gradient(135deg,#fafae1,#67a671)}:root .has-atomic-cream-gradient-background{background:linear-gradient(135deg,#fdd79a,#004a59)}:root .has-nightshade-gradient-background{background:linear-gradient(135deg,#330968,#31cdcf)}:root .has-midnight-gradient-background{background:linear-gradient(135deg,#020381,#2874fc)}:root{--wp--preset--font-size--normal:16px;--wp--preset--font-size--huge:42px}.has-regular-font-size{font-size:1em}.has-larger-font-size{font-size:2.625em}.has-normal-font-size{font-size:var(--wp--preset--font-size--normal)}.has-huge-font-size{font-size:var(--wp--preset--font-size--huge)}.has-text-align-center{text-align:center}.has-text-align-left{text-align:left}.has-text-align-right{text-align:right}.has-fit-text{white-space:nowrap!important}#end-resizable-editor-section{display:none}.aligncenter{clear:both}.items-justified-left{justify-content:flex-start}.items-justified-center{justify-content:center}.items-justified-right{justify-content:flex-end}.items-justified-space-between{justify-content:space-between}.screen-reader-text{border:0;clip-path:inset(50%);height:1px;margin:-1px;overflow:hidden;padding:0;position:absolute;width:1px;word-wrap:normal!important}.screen-reader-text:focus{background-color:#ddd;clip-path:none;color:#444;display:block;font-size:1em;height:auto;left:5px;line-height:normal;padding:15px 23px 14px;text-decoration:none;top:5px;width:auto;z-index:100000}html :where(.has-border-color){border-style:solid}html :where([style*=border-top-color]){border-top-style:solid}html :where([style*=border-right-color]){border-right-style:solid}html :where([style*=border-bottom-color]){border-bottom-style:solid}html :where([style*=border-left-color]){border-left-style:solid}html :where([style*=border-width]){border-style:solid}html :where([style*=border-top-width]){border-top-style:solid}html :where([style*=border-right-width]){border-right-style:solid}html :where([style*=border-bottom-width]){border-bottom-style:solid}html :where([style*=border-left-width]){border-left-style:solid}html :where(img[class*=wp-image-]){height:auto;max-width:100%}:where(figure){margin:0 0 1em}html :where(.is-position-sticky){--wp-admin--admin-bar--position-offset:var(--wp-admin--admin-bar--height,0px)}@media screen and (max-width:600px){html :where(.is-position-sticky){--wp-admin--admin-bar--position-offset:0px}}/*! This file is auto-generated */.wp-block-button__link{color:#fff;background-color:#32373c;border-radius:9999px;box-shadow:none;text-decoration:none;padding:calc(.667em + 2px) calc(1.333em + 2px);font-size:1.125em}.wp-block-file__button{background:#32373c;color:#fff;text-decoration:none}:root{--wp--preset--aspect-ratio--square: 1;--wp--preset--aspect-ratio--4-3: 4/3;--wp--preset--aspect-ratio--3-4: 3/4;--wp--preset--aspect-ratio--3-2: 3/2;--wp--preset--aspect-ratio--2-3: 2/3;--wp--preset--aspect-ratio--16-9: 16/9;--wp--preset--aspect-ratio--9-16: 9/16;--wp--preset--color--black: #000000;--wp--preset--color--cyan-bluish-gray: #abb8c3;--wp--preset--color--white: #ffffff;--wp--preset--color--pale-pink: #f78da7;--wp--preset--color--vivid-red: #cf2e2e;--wp--preset--color--luminous-vivid-orange: #ff6900;--wp--preset--color--luminous-vivid-amber: #fcb900;--wp--preset--color--light-green-cyan: #7bdcb5;--wp--preset--color--vivid-green-cyan: #00d084;--wp--preset--color--pale-cyan-blue: #8ed1fc;--wp--preset--color--vivid-cyan-blue: #0693e3;--wp--preset--color--vivid-purple: #9b51e0;--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple: linear-gradient(135deg,rgb(6,147,227) 0%,rgb(155,81,224) 100%);--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan: linear-gradient(135deg,rgb(122,220,180) 0%,rgb(0,208,130) 100%);--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange: linear-gradient(135deg,rgb(252,185,0) 0%,rgb(255,105,0) 100%);--wp--preset--gradient--luminous-vivid-orange-to-vivid-red: linear-gradient(135deg,rgb(255,105,0) 0%,rgb(207,46,46) 100%);--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray: linear-gradient(135deg,rgb(238,238,238) 0%,rgb(169,184,195) 100%);--wp--preset--gradient--cool-to-warm-spectrum: linear-gradient(135deg,rgb(74,234,220) 0%,rgb(151,120,209) 20%,rgb(207,42,186) 40%,rgb(238,44,130) 60%,rgb(251,105,98) 80%,rgb(254,248,76) 100%);--wp--preset--gradient--blush-light-purple: linear-gradient(135deg,rgb(255,206,236) 0%,rgb(152,150,240) 100%);--wp--preset--gradient--blush-bordeaux: linear-gradient(135deg,rgb(254,205,165) 0%,rgb(254,45,45) 50%,rgb(107,0,62) 100%);--wp--preset--gradient--luminous-dusk: linear-gradient(135deg,rgb(255,203,112) 0%,rgb(199,81,192) 50%,rgb(65,88,208) 100%);--wp--preset--gradient--pale-ocean: linear-gradient(135deg,rgb(255,245,203) 0%,rgb(182,227,212) 50%,rgb(51,167,181) 100%);--wp--preset--gradient--electric-grass: linear-gradient(135deg,rgb(202,248,128) 0%,rgb(113,206,126) 100%);--wp--preset--gradient--midnight: linear-gradient(135deg,rgb(2,3,129) 0%,rgb(40,116,252) 100%);--wp--preset--font-size--small: 13px;--wp--preset--font-size--medium: 20px;--wp--preset--font-size--large: 36px;--wp--preset--font-size--x-large: 42px;--wp--preset--spacing--20: 0.44rem;--wp--preset--spacing--30: 0.67rem;--wp--preset--spacing--40: 1rem;--wp--preset--spacing--50: 1.5rem;--wp--preset--spacing--60: 2.25rem;--wp--preset--spacing--70: 3.38rem;--wp--preset--spacing--80: 5.06rem;--wp--preset--shadow--natural: 6px 6px 9px rgba(0, 0, 0, 0.2);--wp--preset--shadow--deep: 12px 12px 50px rgba(0, 0, 0, 0.4);--wp--preset--shadow--sharp: 6px 6px 0px rgba(0, 0, 0, 0.2);--wp--preset--shadow--outlined: 6px 6px 0px -3px rgb(255, 255, 255), 6px 6px rgb(0, 0, 0);--wp--preset--shadow--crisp: 6px 6px 0px rgb(0, 0, 0)}:where(.is-layout-flex){gap:0.5em}:where(.is-layout-grid){gap:0.5em}body .is-layout-flex{display:flex}.is-layout-flex{flex-wrap:wrap;align-items:center}.is-layout-flex>:is(*,div){margin:0}body .is-layout-grid{display:grid}.is-layout-grid>:is(*,div){margin:0}:where(.wp-block-columns.is-layout-flex){gap:2em}:where(.wp-block-columns.is-layout-grid){gap:2em}:where(.wp-block-post-template.is-layout-flex){gap:1.25em}:where(.wp-block-post-template.is-layout-grid){gap:1.25em}.has-black-color{color:var(--wp--preset--color--black)!important}.has-cyan-bluish-gray-color{color:var(--wp--preset--color--cyan-bluish-gray)!important}.has-white-color{color:var(--wp--preset--color--white)!important}.has-pale-pink-color{color:var(--wp--preset--color--pale-pink)!important}.has-vivid-red-color{color:var(--wp--preset--color--vivid-red)!important}.has-luminous-vivid-orange-color{color:var(--wp--preset--color--luminous-vivid-orange)!important}.has-luminous-vivid-amber-color{color:var(--wp--preset--color--luminous-vivid-amber)!important}.has-light-green-cyan-color{color:var(--wp--preset--color--light-green-cyan)!important}.has-vivid-green-cyan-color{color:var(--wp--preset--color--vivid-green-cyan)!important}.has-pale-cyan-blue-color{color:var(--wp--preset--color--pale-cyan-blue)!important}.has-vivid-cyan-blue-color{color:var(--wp--preset--color--vivid-cyan-blue)!important}.has-vivid-purple-color{color:var(--wp--preset--color--vivid-purple)!important}.has-black-background-color{background-color:var(--wp--preset--color--black)!important}.has-cyan-bluish-gray-background-color{background-color:var(--wp--preset--color--cyan-bluish-gray)!important}.has-white-background-color{background-color:var(--wp--preset--color--white)!important}.has-pale-pink-background-color{background-color:var(--wp--preset--color--pale-pink)!important}.has-vivid-red-background-color{background-color:var(--wp--preset--color--vivid-red)!important}.has-luminous-vivid-orange-background-color{background-color:var(--wp--preset--color--luminous-vivid-orange)!important}.has-luminous-vivid-amber-background-color{background-color:var(--wp--preset--color--luminous-vivid-amber)!important}.has-light-green-cyan-background-color{background-color:var(--wp--preset--color--light-green-cyan)!important}.has-vivid-green-cyan-background-color{background-color:var(--wp--preset--color--vivid-green-cyan)!important}.has-pale-cyan-blue-background-color{background-color:var(--wp--preset--color--pale-cyan-blue)!important}.has-vivid-cyan-blue-background-color{background-color:var(--wp--preset--color--vivid-cyan-blue)!important}.has-vivid-purple-background-color{background-color:var(--wp--preset--color--vivid-purple)!important}.has-black-border-color{border-color:var(--wp--preset--color--black)!important}.has-cyan-bluish-gray-border-color{border-color:var(--wp--preset--color--cyan-bluish-gray)!important}.has-white-border-color{border-color:var(--wp--preset--color--white)!important}.has-pale-pink-border-color{border-color:var(--wp--preset--color--pale-pink)!important}.has-vivid-red-border-color{border-color:var(--wp--preset--color--vivid-red)!important}.has-luminous-vivid-orange-border-color{border-color:var(--wp--preset--color--luminous-vivid-orange)!important}.has-luminous-vivid-amber-border-color{border-color:var(--wp--preset--color--luminous-vivid-amber)!important}.has-light-green-cyan-border-color{border-color:var(--wp--preset--color--light-green-cyan)!important}.has-vivid-green-cyan-border-color{border-color:var(--wp--preset--color--vivid-green-cyan)!important}.has-pale-cyan-blue-border-color{border-color:var(--wp--preset--color--pale-cyan-blue)!important}.has-vivid-cyan-blue-border-color{border-color:var(--wp--preset--color--vivid-cyan-blue)!important}.has-vivid-purple-border-color{border-color:var(--wp--preset--color--vivid-purple)!important}.has-vivid-cyan-blue-to-vivid-purple-gradient-background{background:var(--wp--preset--gradient--vivid-cyan-blue-to-vivid-purple)!important}.has-light-green-cyan-to-vivid-green-cyan-gradient-background{background:var(--wp--preset--gradient--light-green-cyan-to-vivid-green-cyan)!important}.has-luminous-vivid-amber-to-luminous-vivid-orange-gradient-background{background:var(--wp--preset--gradient--luminous-vivid-amber-to-luminous-vivid-orange)!important}.has-luminous-vivid-orange-to-vivid-red-gradient-background{background:var(--wp--preset--gradient--luminous-vivid-orange-to-vivid-red)!important}.has-very-light-gray-to-cyan-bluish-gray-gradient-background{background:var(--wp--preset--gradient--very-light-gray-to-cyan-bluish-gray)!important}.has-cool-to-warm-spectrum-gradient-background{background:var(--wp--preset--gradient--cool-to-warm-spectrum)!important}.has-blush-light-purple-gradient-background{background:var(--wp--preset--gradient--blush-light-purple)!important}.has-blush-bordeaux-gradient-background{background:var(--wp--preset--gradient--blush-bordeaux)!important}.has-luminous-dusk-gradient-background{background:var(--wp--preset--gradient--luminous-dusk)!important}.has-pale-ocean-gradient-background{background:var(--wp--preset--gradient--pale-ocean)!important}.has-electric-grass-gradient-background{background:var(--wp--preset--gradient--electric-grass)!important}.has-midnight-gradient-background{background:var(--wp--preset--gradient--midnight)!important}.has-small-font-size{font-size:var(--wp--preset--font-size--small)!important}.has-medium-font-size{font-size:var(--wp--preset--font-size--medium)!important}.has-large-font-size{font-size:var(--wp--preset--font-size--large)!important}.has-x-large-font-size{font-size:var(--wp--preset--font-size--x-large)!important}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qNa7lujVj9_mf.woff2)format("woff2");unicode-range:U+0460-052F,U+1C80-1C8A,U+20B4,U+2DE0-2DFF,U+A640-A69F,U+FE2E-FE2F}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qPK7lujVj9_mf.woff2)format("woff2");unicode-range:U+0301,U+0400-045F,U+0490-0491,U+04B0-04B1,U+2116}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qNK7lujVj9_mf.woff2)format("woff2");unicode-range:U+1F00-1FFF}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qO67lujVj9_mf.woff2)format("woff2");unicode-range:U+0370-0377,U+037A-037F,U+0384-038A,U+038C,U+038E-03A1,U+03A3-03FF}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qN67lujVj9_mf.woff2)format("woff2");unicode-range:U+0102-0103,U+0110-0111,U+0128-0129,U+0168-0169,U+01A0-01A1,U+01AF-01B0,U+0300-0301,U+0303-0304,U+0308-0309,U+0323,U+0329,U+1EA0-1EF9,U+20AB}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qNq7lujVj9_mf.woff2)format("woff2");unicode-range:U+0100-02BA,U+02BD-02C5,U+02C7-02CC,U+02CE-02D7,U+02DD-02FF,U+0304,U+0308,U+0329,U+1D00-1DBF,U+1E00-1E9F,U+1EF2-1EFF,U+2020,U+20A0-20AB,U+20AD-20C0,U+2113,U+2C60-2C7F,U+A720-A7FF}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xK3dSBYKcSV-LCoeQqfX1RYOo3qOK7lujVj9w.woff2)format("woff2");unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+0304,U+0308,U+0329,U+2000-206F,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwmhdu3cOWxy40.woff2)format("woff2");unicode-range:U+0460-052F,U+1C80-1C8A,U+20B4,U+2DE0-2DFF,U+A640-A69F,U+FE2E-FE2F}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwkxdu3cOWxy40.woff2)format("woff2");unicode-range:U+0301,U+0400-045F,U+0490-0491,U+04B0-04B1,U+2116}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwmxdu3cOWxy40.woff2)format("woff2");unicode-range:U+1F00-1FFF}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwlBdu3cOWxy40.woff2)format("woff2");unicode-range:U+0370-0377,U+037A-037F,U+0384-038A,U+038C,U+038E-03A1,U+03A3-03FF}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwmBdu3cOWxy40.woff2)format("woff2");unicode-range:U+0102-0103,U+0110-0111,U+0128-0129,U+0168-0169,U+01A0-01A1,U+01AF-01B0,U+0300-0301,U+0303-0304,U+0308-0309,U+0323,U+0329,U+1EA0-1EF9,U+20AB}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwmRdu3cOWxy40.woff2)format("woff2");unicode-range:U+0100-02BA,U+02BD-02C5,U+02C7-02CC,U+02CE-02D7,U+02DD-02FF,U+0304,U+0308,U+0329,U+1D00-1DBF,U+1E00-1E9F,U+1EF2-1EFF,U+2020,U+20A0-20AB,U+20AD-20C0,U+2113,U+2C60-2C7F,U+A720-A7FF}@font-face{font-family:"Source Sans Pro";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Fsourcesanspro%2Fv23%2F6xKydSBYKcSV-LCoeQqfX1RYOo3ig4vwlxdu3cOWxw.woff2)format("woff2");unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+0304,U+0308,U+0329,U+2000-206F,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD}@media (min-width:1200px){.x-hide-xl{display:none!important}}@media (min-width:979px) and (max-width:1199px){.x-hide-lg{display:none!important}}@media (min-width:767px) and (max-width:978px){.x-hide-md{display:none!important}}@media (min-width:480px) and (max-width:766px){.x-hide-sm{display:none!important}}@media (max-width:479px){.x-hide-xs{display:none!important}}a,h1 a:hover,h2 a:hover,h3 a:hover,h4 a:hover,h5 a:hover,h6 a:hover,.x-comment-time:hover,#reply-title small a,.comment-reply-link:hover,.x-comment-author a:hover,.x-recent-posts a:hover .h-recent-posts{color:#1ea2bc}a:hover,#reply-title small a:hover{color:#005963}.entry-title i,.entry-title svg{color:#dddddd}a.x-img-thumbnail:hover,li.bypostauthor>article.comment{border-color:#1ea2bc}.flex-direction-nav a,.flex-control-nav a:hover,.flex-control-nav a.flex-active,.x-dropcap,.x-skill-bar .bar,.x-pricing-column.featured h2,.h-comments-title small,.x-pagination a:hover,.woocommerce-pagination a:hover,.x-entry-share .x-share:hover,.entry-thumb,.widget_tag_cloud .tagcloud a:hover,.widget_product_tag_cloud .tagcloud a:hover,.x-highlight,.x-recent-posts .x-recent-posts-img:after,.x-portfolio-filters{background-color:#1ea2bc}.x-portfolio-filters:hover{background-color:#005963}.x-main{width:calc(74% - 3.20197%)}.x-sidebar{width:calc(100% - 3.20197% - 74%)}.h-landmark{font-weight:inherit}.x-comment-author a{color:#373737}.x-comment-author a,.comment-form-author label,.comment-form-email label,.comment-form-url label,.comment-form-rating label,.comment-form-comment label,.widget_calendar #wp-calendar caption,.widget_calendar #wp-calendar th,.x-accordion-heading .x-accordion-toggle,.x-nav-tabs>li>a:hover,.x-nav-tabs>.active>a,.x-nav-tabs>.active>a:hover{color:#2c3e50}.widget_calendar #wp-calendar th{border-bottom-color:#2c3e50}.x-pagination span.current,.woocommerce-pagination span[aria-current],.x-portfolio-filters-menu,.widget_tag_cloud .tagcloud a,.h-feature-headline span i,.widget_price_filter .ui-slider .ui-slider-handle{background-color:#2c3e50}@media (max-width:978.98px){}html{font-size:16px}@media (min-width:479px){html{font-size:16px}}@media (min-width:766px){html{font-size:16px}}@media (min-width:978px){html{font-size:16px}}@media (min-width:1199px){html{font-size:16px}}body{font-style:normal;font-weight:inherit;color:#373737;background:#4f5358}.w-b{font-weight:inherit!important}h1,h2,h3,h4,h5,h6,.h1,.h2,.h3,.h4,.h5,.h6,.x-text-headline{font-family:inherit;font-style:normal;font-weight:inherit}h1,.h1{letter-spacing:0.015em}h2,.h2{letter-spacing:0.021em}h3,.h3{letter-spacing:0.026em}h4,.h4{letter-spacing:0.034em}h5,.h5{letter-spacing:0.039em}h6,.h6{letter-spacing:0.059em}.w-h{font-weight:inherit!important}.x-container.width{width:90%}.x-container.max{max-width:1200px}.x-bar-content.x-container.width{flex-basis:90%}.x-main.full{float:none;clear:both;display:block;width:auto}@media (max-width:978.98px){.x-main.full,.x-main.left,.x-main.right,.x-sidebar.left,.x-sidebar.right{float:none;display:block;width:auto!important}}.entry-header,.entry-content{font-size:1.125rem}body,input,button,select,textarea{font-family:inherit}h1,h2,h3,h4,h5,h6,.h1,.h2,.h3,.h4,.h5,.h6,h1 a,h2 a,h3 a,h4 a,h5 a,h6 a,.h1 a,.h2 a,.h3 a,.h4 a,.h5 a,.h6 a,blockquote{color:#2c3e50}.cfc-h-tx{color:#2c3e50!important}.cfc-h-bd{border-color:#2c3e50!important}.cfc-h-bg{background-color:#2c3e50!important}.cfc-b-tx{color:#373737!important}.cfc-b-bd{border-color:#373737!important}.cfc-b-bg{background-color:#373737!important}.x-btn,.button,[type="submit"]{color:#ffffff;border-color:#ac1100;background-color:#ff2a13;text-shadow:0 0.075em 0.075em rgba(0,0,0,0.5);border-radius:0.25em}.x-btn:hover,.button:hover,[type="submit"]:hover{color:#ffffff;border-color:#600900;background-color:#ef2201;text-shadow:0 0.075em 0.075em rgba(0,0,0,0.5)}.x-btn.x-btn-real,.x-btn.x-btn-real:hover{margin-bottom:0.25em;text-shadow:0 0.075em 0.075em rgba(0,0,0,0.65)}.x-btn.x-btn-real{box-shadow:0 0.25em 0 0#a71000,0 4px 9px rgba(0,0,0,0.75)}.x-btn.x-btn-real:hover{box-shadow:0 0.25em 0 0#a71000,0 4px 9px rgba(0,0,0,0.75)}.x-btn.x-btn-flat,.x-btn.x-btn-flat:hover{margin-bottom:0;text-shadow:0 0.075em 0.075em rgba(0,0,0,0.65);box-shadow:none}.x-btn.x-btn-transparent,.x-btn.x-btn-transparent:hover{margin-bottom:0;border-width:3px;text-shadow:none;text-transform:uppercase;background-color:transparent;box-shadow:none}.x-topbar .p-info,.x-topbar .p-info a,.x-topbar .x-social-global a{color:#ffffff}.x-topbar .p-info a:hover{color:#959baf}.x-topbar{background-color:rgb(30,97,149)}.x-navbar .desktop .x-nav>li:before{padding-top:30px}.x-navbar .desktop .x-nav>li>a,.x-navbar .desktop .sub-menu li>a,.x-navbar .mobile .x-nav li a{color:#777777}.x-navbar .desktop .x-nav>li>a:hover,.x-navbar .desktop .x-nav>.x-active>a,.x-navbar .desktop .x-nav>.current-menu-item>a,.x-navbar .desktop .sub-menu li>a:hover,.x-navbar .desktop .sub-menu li.x-active>a,.x-navbar .desktop .sub-menu li.current-menu-item>a,.x-navbar .desktop .x-nav .x-megamenu>.sub-menu>li>a,.x-navbar .mobile .x-nav li>a:hover,.x-navbar .mobile .x-nav li.x-active>a,.x-navbar .mobile .x-nav li.current-menu-item>a{color:#272727}.x-btn-navbar,.x-btn-navbar:hover{color:#ffffff}.x-navbar .desktop .sub-menu li:before,.x-navbar .desktop .sub-menu li:after{background-color:#777777}.x-navbar,.x-navbar .sub-menu{background-color:#f0f1f3!important}.x-btn-navbar,.x-btn-navbar.collapsed:hover{background-color:#476481}.x-btn-navbar.collapsed{background-color:#3e5771}.x-navbar .desktop .x-nav>li>a:hover>span,.x-navbar .desktop .x-nav>li.x-active>a>span,.x-navbar .desktop .x-nav>li.current-menu-item>a>span{box-shadow:0 2px 0 0#272727}.x-navbar .desktop .x-nav>li>a{height:75px;padding-top:30px}.x-navbar .desktop .x-nav>li ul{top:75px}.x-colophon.bottom{background-color:#4f5358}.x-colophon.bottom,.x-colophon.bottom a,.x-colophon.bottom .x-social-global a{color:#ffffff}body.x-navbar-fixed-top-active .x-navbar-wrap{height:75px}.x-navbar-inner{min-height:75px}.x-brand{margin-top:10px;font-family:inherit;font-size:42px;font-style:normal;font-weight:inherit;letter-spacing:0em;color:#ffffff}.x-brand:hover,.x-brand:focus{color:#ffffff}.x-brand img{width:calc(600px/2)}.x-navbar .x-nav-wrap .x-nav>li>a{font-family:"Lato",sans-serif;font-style:normal;font-weight:700;letter-spacing:0.071em;text-transform:uppercase}.x-navbar .desktop .x-nav>li>a{font-size:14px}.x-navbar .desktop .x-nav>li>a:not(.x-btn-navbar-woocommerce){padding-left:14px;padding-right:14px}.x-navbar .desktop .x-nav>li>a>span{margin-right:-0.071em}.x-btn-navbar{margin-top:24px}.x-btn-navbar,.x-btn-navbar.collapsed{font-size:14px}@media (max-width:979px){body.x-navbar-fixed-top-active .x-navbar-wrap{height:auto}.x-widgetbar{left:0;right:0}}.x-colophon.bottom{background-color:#4f5358}.x-colophon.bottom,.x-colophon.bottom a,.x-colophon.bottom .x-social-global a{color:#ffffff}.bg .mejs-container,.x-video .mejs-container{position:unset!important}@font-face{font-family:"FontAwesomePro";font-style:normal;font-weight:900;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-solid-900.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-solid-900.ttf%3Fver%3D6.7.2)format("truetype")}[data-x-fa-pro-icon]{font-family:"FontAwesomePro"!important}[data-x-fa-pro-icon]:before{content:attr(data-x-fa-pro-icon)}[data-x-icon],[data-x-icon-o],[data-x-icon-l],[data-x-icon-s],[data-x-icon-b],[data-x-icon-sr],[data-x-icon-ss],[data-x-icon-sl],[data-x-fa-pro-icon],[class*="cs-fa-"]{display:inline-flex;font-style:normal;font-weight:400;text-decoration:inherit;text-rendering:auto;-webkit-font-smoothing:antialiased;-moz-osx-font-smoothing:grayscale}[data-x-icon].left,[data-x-icon-o].left,[data-x-icon-l].left,[data-x-icon-s].left,[data-x-icon-b].left,[data-x-icon-sr].left,[data-x-icon-ss].left,[data-x-icon-sl].left,[data-x-fa-pro-icon].left,[class*="cs-fa-"].left{margin-right:0.5em}[data-x-icon].right,[data-x-icon-o].right,[data-x-icon-l].right,[data-x-icon-s].right,[data-x-icon-b].right,[data-x-icon-sr].right,[data-x-icon-ss].right,[data-x-icon-sl].right,[data-x-fa-pro-icon].right,[class*="cs-fa-"].right{margin-left:0.5em}[data-x-icon]:before,[data-x-icon-o]:before,[data-x-icon-l]:before,[data-x-icon-s]:before,[data-x-icon-b]:before,[data-x-icon-sr]:before,[data-x-icon-ss]:before,[data-x-icon-sl]:before,[data-x-fa-pro-icon]:before,[class*="cs-fa-"]:before{line-height:1}@font-face{font-family:"FontAwesome";font-style:normal;font-weight:900;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-solid-900.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-solid-900.ttf%3Fver%3D6.7.2)format("truetype")}[data-x-icon],[data-x-icon-s],[data-x-icon][class*="cs-fa-"]{font-family:"FontAwesome"!important;font-weight:900}[data-x-icon]:before,[data-x-icon][class*="cs-fa-"]:before{content:attr(data-x-icon)}[data-x-icon-s]:before{content:attr(data-x-icon-s)}@font-face{font-family:"FontAwesomeRegular";font-style:normal;font-weight:400;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-regular-400.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-regular-400.ttf%3Fver%3D6.7.2)format("truetype")}@font-face{font-family:"FontAwesomePro";font-style:normal;font-weight:400;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-regular-400.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-regular-400.ttf%3Fver%3D6.7.2)format("truetype")}[data-x-icon-o]{font-family:"FontAwesomeRegular"!important}[data-x-icon-o]:before{content:attr(data-x-icon-o)}@font-face{font-family:"FontAwesomeLight";font-style:normal;font-weight:300;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-light-300.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-light-300.ttf%3Fver%3D6.7.2)format("truetype")}@font-face{font-family:"FontAwesomePro";font-style:normal;font-weight:300;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-light-300.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-light-300.ttf%3Fver%3D6.7.2)format("truetype")}[data-x-icon-l]{font-family:"FontAwesomeLight"!important;font-weight:300}[data-x-icon-l]:before{content:attr(data-x-icon-l)}@font-face{font-family:"FontAwesomeBrands";font-style:normal;font-weight:normal;font-display:block;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-brands-400.woff2%3Fver%3D6.7.2)format("woff2"),url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Fapp%2Fplugins%2Fcornerstone%2Fassets%2Ffonts%2Ffa-brands-400.ttf%3Fver%3D6.7.2)format("truetype")}[data-x-icon-b]{font-family:"FontAwesomeBrands"!important}[data-x-icon-b]:before{content:attr(data-x-icon-b)}.widget.widget_rss li .rsswidget:before{content:"";padding-right:0.4em;font-family:"FontAwesome"}.e51057-1.x-section{padding-top:45px!important;padding-bottom:25px!important}.x-section.homepage-module{padding:0!important;margin-bottom:0!important}.typewriter{font-family:courier!important}.indent_bold_em{margin-left:5%;font-weight:bold;font-style:italic}.indent_bold_larger{margin-left:5%;font-weight:bold;font-size:larger}.center_bold_larger{font-weight:bold;font-size:larger;text-align:center}.pageWidth{width:850px;max-width:100%}.pageWidth2{width:750px;max-width:100%}.hideElement{display:none}.indent{margin-left:5%}p.indent{margin-left:5%;margin-bottom:20px}.list_indent li{margin-left:5%}.paragraph_list li{margin-bottom:20px}.brand_blue{color:#1e6195}.paragraphNarrow{margin:10px auto!important;width:650px;max-width:100%}.yellow-background{background-color:yellow}.orderText{font-size:clamp(28px,3.5vw,2.8vw);text-align:center}.x-navbar .desktop .x-nav>li>a:not(.x-btn-navbar-woocommerce){padding-left:10px;padding-right:10px}strong span{text-decoration-thickness:2px!important}.entry_author_image{width:68px}:not(#tve) .ttfm1{font-family:"Lato"!important;color:#000000;font-weight:400!important}.ttfm1 input,.ttfm1 select,.ttfm1 textarea,.ttfm1 button{font-family:"Lato"!important;color:#000000;font-weight:400!important}:not(#tve) .ttfm1.bold_text,.ttfm1 .bold_text,.ttfm1 b,.ttfm1 strong{font-weight:900!important}.ttfm1.bold_text,.ttfm1 .bold_text,.ttfm1 b,.ttfm1 strong input,.ttfm1.bold_text,.ttfm1 .bold_text,.ttfm1 b,.ttfm1 strong select,.ttfm1.bold_text,.ttfm1 .bold_text,.ttfm1 b,.ttfm1 strong textarea,.ttfm1.bold_text,.ttfm1 .bold_text,.ttfm1 b,.ttfm1 strong button{font-weight:900!important}:root{--tcb-color-0:rgb(39, 38, 81);--tcb-color-0-h:241;--tcb-color-0-s:36%;--tcb-color-0-l:23%;--tcb-color-0-a:1;--tcb-background-author-image:url(https://secure.gravatar.com/avatar/fbf112f1f89a66d135c4c0dbae69815a1f811c54e4edb035f2cd48eafd0690dc?s=256&d=mm&r=pg);--tcb-background-user-image:url();--tcb-background-featured-image-thumbnail:url(https://www.perrymarshall.com/app/plugins/thrive-leads/tcb/editor/css/images/featured_image.png)}@font-face{font-family:"Lato";font-style:italic;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6u8w4BMUTPHjxsAUi-qNiXg7eU0.woff2)format("woff2");unicode-range:U+0100-02BA,U+02BD-02C5,U+02C7-02CC,U+02CE-02D7,U+02DD-02FF,U+0304,U+0308,U+0329,U+1D00-1DBF,U+1E00-1E9F,U+1EF2-1EFF,U+2020,U+20A0-20AB,U+20AD-20C0,U+2113,U+2C60-2C7F,U+A720-A7FF}@font-face{font-family:"Lato";font-style:italic;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6u8w4BMUTPHjxsAXC-qNiXg7Q.woff2)format("woff2");unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+0304,U+0308,U+0329,U+2000-206F,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD}@font-face{font-family:"Lato";font-style:italic;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6u_w4BMUTPHjxsI5wq_FQftx9897sxZ.woff2)format("woff2");unicode-range:U+0100-02BA,U+02BD-02C5,U+02C7-02CC,U+02CE-02D7,U+02DD-02FF,U+0304,U+0308,U+0329,U+1D00-1DBF,U+1E00-1E9F,U+1EF2-1EFF,U+2020,U+20A0-20AB,U+20AD-20C0,U+2113,U+2C60-2C7F,U+A720-A7FF}@font-face{font-family:"Lato";font-style:italic;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6u_w4BMUTPHjxsI5wq_Gwftx9897g.woff2)format("woff2");unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+0304,U+0308,U+0329,U+2000-206F,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD}@font-face{font-family:"Lato";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6uyw4BMUTPHjxAwXiWtFCfQ7A.woff2)format("woff2");unicode-range:U+0100-02BA,U+02BD-02C5,U+02C7-02CC,U+02CE-02D7,U+02DD-02FF,U+0304,U+0308,U+0329,U+1D00-1DBF,U+1E00-1E9F,U+1EF2-1EFF,U+2020,U+20A0-20AB,U+20AD-20C0,U+2113,U+2C60-2C7F,U+A720-A7FF}@font-face{font-family:"Lato";font-style:normal;font-weight:400;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6uyw4BMUTPHjx4wXiWtFCc.woff2)format("woff2");unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+0304,U+0308,U+0329,U+2000-206F,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD}@font-face{font-family:"Lato";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6u9w4BMUTPHh6UVSwaPGQ3q5d0N7w.woff2)format("woff2");unicode-range:U+0100-02BA,U+02BD-02C5,U+02C7-02CC,U+02CE-02D7,U+02DD-02FF,U+0304,U+0308,U+0329,U+1D00-1DBF,U+1E00-1E9F,U+1EF2-1EFF,U+2020,U+20A0-20AB,U+20AD-20C0,U+2113,U+2C60-2C7F,U+A720-A7FF}@font-face{font-family:"Lato";font-style:normal;font-weight:700;font-display:swap;src:url(https://cdn.fastpixel.io/fp/ret_auto+v_1b29/www.perrymarshall.com%2Ffonts.gstatic.com%2Fs%2Flato%2Fv25%2FS6u9w4BMUTPHh6UVSwiPGQ3q5d0.woff2)format("woff2");unicode-range:U+0000-00FF,U+0131,U+0152-0153,U+02BB-02BC,U+02C6,U+02DA,U+02DC,U+0304,U+0308,U+0329,U+2000-206F,U+20AC,U+2122,U+2191,U+2193,U+2212,U+2215,U+FEFF,U+FFFD}#pm_jukebox_ad{display:none}