Money may well make the world go round, but facts, details and data oil the machine that beats at the heart of it. We supposedly live in the age of information, yet many of us seem unable to use it to its full, and allow ourselves to drift along on a sea of missed opportunities.

If we can take it for granted that you have a good product, it should be a safe assumption that the single most powerful marketing tool at your disposal is information - the simple truth. You're not selling a duff product, trying to convince punters that underneath the rusty exterior lies a power beast