The Author,
Lenny Eng, initially got his leg into Marketing
as a student at one of Australias most regarded
marketing centers, Edith Cowan University in
Perth, Western Australia. Soon after his studies,
he started his own marketing business based
on all the theory he had learnt.
Confident of
success, what followed next shocked Lenny. He
quickly discovered that most of the marketing
theory he learnt at University was only applicable
to big business. Consequently, Lenny failed
in his maiden business attempt.
Unfazed and
now more determined, Lenny started a journey
that saw him spend tens of thousands of dollars
learning from the best marketing minds in the
world including Dan Kennedy, Mal Emery, Chris
Bloor, Collin Ameldia, Brian Keith Voyles, Ron
Legrand, Corey Rudl, Ken Evoy, Joe Robson, Bob
Silber, Terry Dean, Tom Hua, Frank Garon, Christian
H. Godefroy, and Alexi Neocleous.
This same journey
also saw Lenny uncover some startling pieces
of market research from authorities such as
Stanford University and Professor Sigfrede Voegele.
Armed with
the knowledge of his research, the wisdom of
his mentors and his unforgotten marketing theory,
Lenny started again and quickly became a highly
sought after copywriter and marketing consultant
in Australia.
Now, Lenny
confesses about his journey in the hope he
will lessen the pain and suffering for others
along the same path.
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