What makes things popular?
If you said advertising, think again. People don’t listen to advertisements, they listen to their peers. But why do people talk about certain products and ideas more than others? Why are some stories and rumors more infectious? And what makes online content go viral?
Wharton marketing professor Jonah Berger has spent the last decade answering these questions. He’s studied why New York Times articles make the paper’s own Most E-mailed List, why products get word of mouth, and how social influence shapes everything from the cars we buy to the clothes we wear to the names we give our children. In this book, Berger reveals the secret science behind word-of-mouth and social transmission. Discover how six basic principles drive all sorts of things to become contagious, from consumer products and policy initiatives to workplace rumors and YouTube videos.
Contagious combines groundbreaking research with powerful stories. Learn how a luxury steakhouse found popularity through the lowly cheese-steak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the seemingly most boring products there is: a blender. If you’ve wondered why certain stories get shared, e-mails get forwarded, or videos go viral, Contagious explains why, and shows how to leverage these concepts to craft contagious content. This book provides a set of specific, actionable techniques for helping information spread—for designing messages, advertisements, and information that people will share. Whether you’re a manager at a big company, a small business owner trying to boost awareness, a politician running for office, or a health official trying to get the word out, Contagious will show you how to make your product or idea catch on.
Fanatical Prospecting gives salespeople, sales leaders, entrepreneurs, and executives a practical, eye-opening guide that clearly explains the why and how behind the most important activity in sales and business development—prospecting.
The brutal fact is the number one reason for failure in sales is an empty pipe and the root cause of an empty pipeline is the failure to consistently prospect. By ignoring the muscle of prospecting, many otherwise competent salespeople and sales organizations consistently underperform.
Step by step, Jeb Blount outlines his innovative approach to prospecting that works for real people, in the real world, with real prospects.
Learn how to keep the pipeline full of qualified opportunities and avoid debilitating sales slumps by leveraging a balanced prospecting methodology across multiple prospecting channels.
This book reveals the secrets, techniques, and tips of top earners. You’ll learn:Why the 30-Day Rule is critical for keeping the pipeline fullWhy understanding the Law of Replacement is the key to avoiding sales slumpsHow to leverage the Law of Familiarity to reduce prospecting friction and avoid rejectionThe 5 C’s of Social Selling and how to use them to get prospects to call youHow to use the simple 5 Step Telephone Framework to get more appointments fastHow to double call backs with a powerful voice mail techniqueHow to leverage the powerful 4 Step Email Prospecting Framework to create emails that compel prospects to respondHow to get text working for you with the 7 Step Text Message Prospecting Framework And there is so much more!
Fanatical Prospecting is filled with the high-powered strategies, techniques, and tools you need to fill your pipeline with high quality opportunities.
In the most comprehensive book ever written about sales prospecting, Jeb Blount reveals the real secret to improving sales productivity and growing your income fast. You’ll gain the power to blow through resistance and objections, gain more appointments, start more sales conversations, and close more sales.
Break free from the fear and frustration that is holding you and your team back from effective and consistent prospecting. It's time to get off the feast or famine sales roller-coaster for good!
But imagine being able to sell your products when others cannot,being able to take market share from both your competitors, andknowing the precise formulas that would allow you to expand yoursales while others make excuses.
If You’re Not First, You’re Last is about howto sell your products and services—despite theeconomy—and provides the reader with ways to capitalizeregardless of their product, service, or idea. Grant shares hisproven strategies that will allow you to not just continue to sell,but create new products, increase margins, gain market share andmuch more. Key concepts in If You’re Not First,You’re Last include:Converting the Unsold to SoldThe Power Schedule to Maximize SalesYour Freedom Financial PlanThe Unreasonable Selling Attitude
"The principles of hypnosis, when applied to copywriting, add a newspin to selling. Joe Vitale has taken hypnotic words to set theperfect sales environment and then shows us how to use those wordsto motivate a prospect to take the action you want. This is truly anew and effective approach to copywriting, which I stronglyrecommend you learn. It's pure genius."
-Joseph Sugarman, author of Triggers
"I've read countless book on persuasion, but none come close tothis one in showing you exactly how to put your readers into abuying trance that makes whatever you are offering themirresistible."
-David Garfinkel, author of Advertising Headlines That Make YouRich
"I am a huge fan of Vitale and his books, and Hypnotic Writing(first published more than twenty years ago), is my absolutefavorite. Updated with additional text and fresh examples,especially from e-mail writing, Joe's specialty, Hypnotic Writingis the most important book on copywriting (yes, that's really whatit is about) to be published in this century. Read it. It will makeyou a better copywriter, period."
-Bob Bly, copywriter and author of The Copywriter's Handbook
"I couldn't put this book down. It's eye opening and filled withgenuinely new stuff about writing and persuading better. And itcommunicates it brilliantly and teaches it brilliantly-exemplifyingthe techniques by the writing of the book itself as you goalong."
-David Deutsch, author of Think Inside the Box,www.thinkinginside.com
"Hypnotic Writing is packed with so much great information it'shard to know where to start. The insights, strategies, and tacticsin the book are easy to apply yet deliver one heck of a punch. Andin case there's any question how to apply them, thebefore-and-after case studies drive the points home like nothingelse can. Hypnotic Writing is not just about hypnotic writing. Itis hypnotic writing. On the count of three, you're going to loveit. Just watch and see."
-Blair Warren, author of The Forbidden Keys to Persuasion
Google AdWords experts Perry Marshall and Bryan Todd, joined by AdWords and analytics specialist Mike Rhodes, present the fundamentals, techniques, tools, and tricks that Google should teach you, but doesn't.
This latest edition introduces revised, expanded, and new chapters covering Enhanced Campaigns, Google AdWords Express, and Google’s Product Listing Ads, as well as an introduction to Google’s Universal Analytics.
You'll learn how to:
Master Enhanced Campaigns, Google Shopping Campaigns, and Google Analytics
Implement flexible bid strategies that keep you on budget
Triple traffic with Google’s Display Network
Profit using local advertising
Corner the second largest search engine with YouTube ads
Avoid costly mistakes made by most Google advertisers
Chisel your way into tough markets
Write killer advertising and website copy that gets clicks
Determine what is and isn’t working with Google’s AdWords
When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.'
The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time—at a fraction of the cost of traditional advertising.
The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR, you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard.Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managersOffers a wealth of compelling case studies and real-world examplesIncludes information on new platforms including Facebook Live and SnapchatShows both small and large organizations how to best use Web-based communication
Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.
As instructive as it is innovative, Unlabel empowers you to channel your creativity, find the courage to defy convention, and summon the confidence to act and compete in any environment.
This visual blueprint teaches you how to grow both creatively and commercially by testing your personal brand against the principles of the Authenticity Formula.
Marc Ecko shares the bruising mistakes and remarkable triumphs that reveal the truth behind his success, growing from a misfit kid airbrushing T-shirts in his parents’ garage to the bold creator of two hugely successful branded platforms—Ecko Unltd. and Complex Media. As Ecko explains, it’s not enough to simply merge your inner artist with business savvy, you must understand the anatomy of a brand, starting with its authentic spine.
With Unlabel, you will discover your own voice by overcoming fear, take action and deliver on your promises, understand why failure is essential, learn how your product or service makes people feel, and recognize if your nostalgia for the past is hampering your ability to envision your future.
Unlabel provides a bold and honest approach to building an authentic personal brand, and a roadmap for growing a bootstrap start-up into a sustainable business.
There is no doubt that we have a massive reliance on Google for our entire online experience. People worldwide are googling more than a billion times a day to find information, but Google is not just the world's number one search engine. It offers a raft of services from the familiar YouTube to others you may not know about.
Let Gabriela Taylor, an online marketing pro certified in AdWords and Analytics, save you time and money by explaining everything Google has to offer and how to take advantage of it.
You'll learn how to:Set up for Success with Google's Productivity Tools: Gmail, Calendar, Docs, Drive & Chrome Gather Internet Intelligence: Keyword Planner, Google Suggest, Related Searches, AdPlanner, Finance & Google TrendsEstablish an Online Presence: Blogger, Sites, Wallet & ShoppingUnderstand the Power of SEO and the Keys to Findability Expand Your Online Presence and Interact with Your Community: Google+, YouTube & News Grow Your Business with Paid Advertising: AdWords Monetize Your Content: AdSense Feature On Daily Deals: Google Offers Monitor Brand, Industry and Competitors: Google Alerts Track, Measure and Improve: Analytics & Webmaster Tools
"The amount of information about utilizing Google that this book contains is amazing," says one reviewer. "This is the be-all-end-all guide for business owners, both small and large, in terms of how to use Google to your advantage and build up your site. It contains everything from how to set up pay-per-click ads, how to get featured as a Daily Deal, and how to expand your business through targeted ads and interaction with your online community. Any business, from a brand new upstart to a major brand name, could benefit from the information in this book and you'd be crazy not to make the investment in buying it. Extremely valuable and highly recommended."
Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.
Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.Discover the new rules of marketingStand out and create WOW momentsBuild a loyal and vocal customer baseLearn who will shape the future of customer choice
Every few years brings a "new" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.
Cowritten by the world’s most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader.
Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.
Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
* strategies for marketing on the Internet (explaining when and precisely how to use it)
* tips for using new technology, such as podcasting and automated marketing
* programs for targeting prospects and cultivating repeat and referral business
* management lessons in the age of telecommuting and freelance employees
Guerrilla Marketing is the entrepreneur’s marketing bible -- and the book every small-business owner should have on his or her shelf.
"The Freakonomics of big data." —Stein Kretsinger, founding executive of Advertising.com
Award-winning | Used by over 30 universities | Translated into 9 languages
An introduction for everyone. In this rich, fascinating — surprisingly accessible — introduction, leading expert Eric Siegel reveals how predictive analytics (aka machine learning) works, and how it affects everyone every day. Rather than a “how to” for hands-on techies, the book serves lay readers and experts alike by covering new case studies and the latest state-of-the-art techniques.
Prediction is booming. It reinvents industries and runs the world. Companies, governments, law enforcement, hospitals, and universities are seizing upon the power. These institutions predict whether you're going to click, buy, lie, or die.
Why? For good reason: predicting human behavior combats risk, boosts sales, fortifies healthcare, streamlines manufacturing, conquers spam, optimizes social networks, toughens crime fighting, and wins elections.
How? Prediction is powered by the world's most potent, flourishing unnatural resource: data. Accumulated in large part as the by-product of routine tasks, data is the unsalted, flavorless residue deposited en masse as organizations churn away. Surprise! This heap of refuse is a gold mine. Big data embodies an extraordinary wealth of experience from which to learn.
Predictive analytics (aka machine learning) unleashes the power of data. With this technology, the computer literally learns from data how to predict the future behavior of individuals. Perfect prediction is not possible, but putting odds on the future drives millions of decisions more effectively, determining whom to call, mail, investigate, incarcerate, set up on a date, or medicate.
In this lucid, captivating introduction — now in its Revised and Updated edition — former Columbia University professor and Predictive Analytics World founder Eric Siegel reveals the power and perils of prediction:
How does predictive analytics work? This jam-packed book satisfies by demystifying the intriguing science under the hood. For future hands-on practitioners pursuing a career in the field, it sets a strong foundation, delivers the prerequisite knowledge, and whets your appetite for more.
A truly omnipresent science, predictive analytics constantly affects our daily lives. Whether you are a consumer of it — or consumed by it — get a handle on the power of Predictive Analytics.
Turning the well-known adage of “Nice Guys Finish Last” on its ear, THE POWER OF NICE shows that “nice” companies have lower employee turnover, lower recruitment costs, and higher productivity. Nice people live longer, are healthier, and make more money. In today’s interconnected world, companies and people with a reputation for cooperation and fair play forge the kind of relationships that lead to bigger and better opportunities, both in business and in life.
But being nice doesn’t mean acting wimpy. In fact, nice may be the toughest four-letter word you’ll ever encounter.
Kaplan Thaler and Koval illustrate the surprising power of nice with an array of real-life examples from the business arena as well as from their personal lives. Most important, they present a plan of action covering everything from creating a positive impression to sweetening the pot to turning enemies into allies. Filled with inspiration and suggestions on how to supercharge your career and expand your reach in the workplace, THE POWER OF NICE will transform how you live and work.
Told with brutal candor and prodigal generosity, David Ogilvy reveals:
• How to get a job in advertising
• How to choose an agency for your product
• The secrets behind advertising that works
• How to write successful copy—and get people to read it
• Eighteen miracles of research
• What advertising can do for charities
And much, much more.
Predatory Thinking is a masterclass in how to outwit the competition, in ordinary life as well as in business. It is the philosophy that has underpinned Dave Trott's distinguished career as a copywriter, creative director, and founder of some of London's most high-profile advertising agencies.
Drawing on Eastern and Western philosophy, and colourful characters from Picasso and Socrates to Warren Beatty, this book represents a lifetime of wisdom learned at the creative cutting edge.
'A brilliant advertising copywriter and a great team leader. His ideas are equally applicable to writing a novel, making a film, launching a product, managing a football team, instituting life changes and any activity you can imagine. Genius' Sunday Times
Presentations are meant to inform, inspire, and persuadeaudiences. So why then do so many audiences leave feeling likethey've wasted their time? All too often, presentations don'tresonate with the audience and move them to transformativeaction.
Just as the author's first book helped presenters become visualcommunicators, Resonate helps you make a strong connectionwith your audience and lead them to purposeful action. The author'sapproach is simple: building a presentation today is a bit likewriting a documentary. Using this approach, you'll convey yourcontent with passion, persuasion, and impact.Author has a proven track record, including having created theslides in Al Gore's Oscar-winning An Inconvenient TruthFocuses on content development methodologies that are not onlyfundamental but will move people to actionUpends the usual paradigm by making the audience the hero andthe presenter the mentorShows how to use story techniques of conflict andresolution
Presentations don't have to be boring ordeals. You can make themfun, exciting, and full of meaning. Leave your audiences energizedand ready to take action with Resonate.
The Sales Acceleration Formula provides a scalable, predictable approach to growing revenue and building a winning sales team. Everyone wants to build the next $100 million business and author Mark Roberge has actually done it using a unique methodology that he shares with his readers. As an MIT alum with an engineering background, Roberge challenged the conventional methods of scaling sales utilizing the metrics-driven, process-oriented lens through which he was trained to see the world. In this book, he reveals his formulas for success. Readers will learn how to apply data, technology, and inbound selling to every aspect of accelerating sales, including hiring, training, managing, and generating demand.
As SVP of Worldwide Sales and Services for software company HubSpot, Mark led hundreds of his employees to the acquisition and retention of the company's first 10,000 customers across more than 60 countries. This book outlines his approach and provides an action plan for others to replicate his success, including the following key elements:Hire the same successful salesperson every time — The Sales Hiring FormulaTrain every salesperson in the same manner — The Sales Training FormulaHold salespeople accountable to the same sales process — The Sales Management FormulaProvide salespeople with the same quality and quantity of leads every month — The Demand Generation FormulaLeverage technology to enable better buying for customers and faster selling for salespeople
Business owners, sales executives, and investors are all looking to turn their brilliant ideas into the next $100 million revenue business. Often, the biggest challenge they face is the task of scaling sales. They crave a blueprint for success, but fail to find it because sales has traditionally been referred to as an art form, rather than a science. You can't major in sales in college. Many people question whether sales can even be taught. Executives and entrepreneurs are often left feeling helpless and hopeless.
The Sales Acceleration Formula completely alters this paradigm. In today's digital world, in which every action is logged and masses of data sit at our fingertips, building a sales team no longer needs to be an art form. There is a process. Sales can be predictable.
A formula does exist.
The secret to developing a team of high performers isn’t more training but better coaching. When managers effectively coach their people around best practices, core competencies and the inner game of coaching that develops the champion attitude, it makes your training stick. With Keith Rosen’s coaching methodology and proven L.E.A.D.S. Coaching Framework™ used by the world’s top organizations, you’ll get your sales and management teams to perform better - fast.
Coaching Salespeople into Sales Champions is your playbook to creating a thriving coaching culture and building a team of top producers. This book is packed with case studies, a 30 Day Turnaround Strategy for underperformers, a library of coaching templates and scripts, as well as hundreds of powerful coaching questions you can use immediately to coach anyone in any situation.
You will learn how to confidently facilitate powerful, engaging coaching conversations so that your team can resolve their own problems and take ownership of the solution. You’ll also discover how to leverage the true power of observation and deliver feedback that results in positive behavioral changes, so that you can successfully motivate and develop your team and each individual to reach business objectives faster.
Winner of Five International Best Book Awards, Coaching Salespeople Into Sales Champions is your tactical, step-by-step playbook for any people manager looking to:Boost sales, productivity and personal accountability, while reducing your workloadConduct customer/pipeline reviews that improve forecast accuracy, customer retention and uncover new selling opportunitiesAchieve a long term ROI from coaching by ensuring it’s woven into your daily rhythm of businessDesign, launch and sustain a successful internal coaching programTurn-around underperformers in 30 days or lessBuild deeper trust and handle difficult conversations by creating alignment around each person’s goals and your objectivesCoach and retain your top performersCollaborate more powerfully and communicate like a world-class leader
Training develops salespeople. Coaching develops sales champions. Your new competitive edge.
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars.
Picking up from where Vance Packard's bestselling classic, The Hidden Persuaders, left off more than half-a-century ago, Lindstrom reveals how advertisers and corporations:
• Intentionally target children at an alarmingly young age
• Stoke the flames of public panic and capitalize on paranoia over global contagions, extreme weather events, and food contamination scares.
• Are secretly mining our digital footprints to uncover some of the most intimate details of our private lives
• Purposely adjust their formulas in order to make their products chemically addictive
• And much, much more.
This searing expose introduces a new class of tricks, techniques, and seductions--the Hidden Persuaders of the 21st century--and shows why they are more insidious and pervasive than ever.
Legendary business writer Seth Godin has three essential questions for every marketer:
“What’s your story?”
“Will the people who need to hear this story believe it?”
“Is it true?”
All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true.
As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories.
Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod.
But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians.
But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.”
From the Trade Paperback edition.
Neil Patel co-founder Crazy Egg
"We've helped 11,000+ businesses generate more than 31 million leads and consider The Conversion Code a must read."
Oli Gardner co-founder Unbounce
"We'd been closing 55% of our qualified appointments. We increased that to 76% as a direct result of implementing The Conversion Code."
Dan Stewart CEO Happy Grasshopper
"The strategies in The Conversion Code are highly effective and immediately helped our entire sales team. The book explains the science behind selling in a way that is simple to remember and easy to implement."
Steve Pacinelli CMO BombBomb
Capture and close more Internet leads with a new sales script and powerful marketing templates
The Conversion Code provides a step-by-step blueprint for increasing sales in the modern, Internet-driven era. Today's consumers are savvy, and they have more options than ever before. Capturing their attention and turning it into revenue requires a whole new approach to marketing and sales. This book provides clear guidance toward conquering the new paradigm shift towards online lead generation and inside sales. You'll learn how to capture those invaluable Internet leads, convert them into appointments, and close more deals. Regardless of product or industry, this proven process will increase both the quantity and quality of leads and put your sales figures on the rise.
Traditional sales and marketing advice is becoming less and less relevant as today's consumers are spending much more time online, and salespeople are calling, emailing, and texting leads instead of meeting them in person. This book shows you where to find them, how to engage them, and how to position your company as the ideal solution to their needs.
Engage with consumers more effectively onlineLeverage the strengths of social media, apps, and blogs to capture more leads for less moneyConvert more Internet leads into real-world prospects and sales appointmentsMake connections on every call and learn the exact words that close more salesThe business world is moving away from "belly-to-belly" interactions and traditional advertising. Companies are forced to engage with prospective customers first online—the vast majority through social media, mobile apps, blogs, and live chat—before ever meeting in person. Yesterday's marketing advice no longer applies to today's tech savvy, mobile-first, social media-addicted consumer, and the new sales environment demands that you meet consumers where they are and close them, quickly. The Conversion Code gives you an actionable blueprint for capturing Internet leads and turning them into customers.
Book Yourself Solid, Second Edition reveals why self-promotion is a critical factor to success, giving you a unique perspective that makes this guide much more than an ordinary "how to" manual for getting more clients and raising a business profile.
Book Yourself Solid, Second Edition enables you to adopt the right promotional perspective and provides the strategies, techniques, and skills necessary to get more clients and increase profits. Through verbal and written exercises, you'll discover the keys to developing a strong marketing plan and brand image.Features unique, personalized, updated social media marketing strategies for service professionals Provides new pricing models and sales strategies for simpler selling Delivers fresh networking and outreach strategies guaranteed to take only minutes a day Offers new solid product launch strategies and tactics for creating instant awareness Author a New York Times bestseller, TV personality, and highly recognized professional speaker
Get the proven tools you can put into effect today with Book Yourself Solid, Second Edition, and watch your business grow exponentially!
The sales profession is in the midst of a perfect storm. Buyers have more power—more information, more at stake, and more control over the sales process—than any time in history. Technology is bringing disruptive change at an ever-increasing pace, creating fear and uncertainty that leaves buyers clinging to the status quo. Deteriorating attention spans have made it difficult to get buyers to sit still long enough to “challenge,” “teach,” “help,” give “insight,” or sell “value.” And a relentless onslaught of “me-too” competitors have made differentiating on the attributes of products, services, or even price more difficult than ever.
Legions of salespeople and their leaders are coming face to face with a cold hard truth: what once gave salespeople a competitive edge—controlling the sales process, command of product knowledge, an arsenal of technology, and a great pitch—are no longer guarantees of success. Yet this is where the vast majority of the roughly $20 billion spent each year on sales training goes. It’s no wonder many companies are seeing 50 percent or more of their salespeople miss quota.
Yet, in this new paradigm, an elite group of top 1 percent sales professionals are crushing it. In our age of technology where information is ubiquitous and buyer attention spans are fleeting, these superstars have learned how to leverage a new psychology of selling—Sales EQ—to keep prospects engaged, create true competitive differentiation, as well as shape and influence buying decisions. These top earners are acutely aware that the experience of buying from them is far more important than products, prices, features, and solutions.
In Sales EQ, Jeb Blount takes you on an unprecedented journey into the behaviors, techniques, and secrets of the highest earning salespeople in every industry and field. You’ll learn:How to answer the 5 Most Important Questions in Sales to make it virtually impossible for prospects to say noHow to master 7 People Principles that will give you the power to influence anyone to do almost anythingHow to shape and align the 3 Processes of Sales to lock out competitors and shorten the sales cycleHow to Flip the Buyer Script to gain complete control of the sales conversationHow to Disrupt Expectations to pull buyers towards you, direct their attention, and keep them engagedHow to leverage Non-Complementary Behavior to eliminate resistance, conflict, and objectionsHow to employ the Bridge Technique to gain the micro-commitments and next steps you need to keep your deals from stallingHow to tame Irrational Buyers, shake them out of their comfort zone, and shape the decision making processHow to measure and increase you own Sales EQ using the 15 Sales Specific Emotional Intelligence MarkersAnd so much more!
Sales EQ begins where The Challenger Sale, Strategic Selling, and Spin Selling leave off. It addresses the human relationship gap in the modern sales process at a time when sales organizations are failing because many salespeople have never been taught the human skills required to effectively engage buyers at the emotional level. Jeb Blount makes a compelling case that sales specific emotional intelligence (Sales EQ) is more essential to success than education, experience, industry awareness, product knowledge, skills, or raw IQ; and, sales professionals who invest in developing and improving Sales EQ gain a decisive competitive advantage in the hyper-competitive global marketplace.
Sales EQ arms salespeople and sales leaders with the tools to identify their most important sales specific emotional intelligence developmental needs along with strategies, techniques, and frameworks for reaching ultra-high performance and earnings, regardless of sales process, industry, deal complexity, role (inside or outside), product or service (B2B or B2C).
Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.
Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.Turn great ideas into successful campaignsWork effectively in all media channelsAvoid the kill shots that will sink any campaignProtect your workSucceed without selling out
Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.
What is most important to your success as a sales or businessprofessional? Is it education, experience, product knowledge, jobtitle, territory, or business dress? Is it your company'sreputation, product, price, marketing collateral, delivery leadtimes, in stock ratios, service guarantees, management strength, orwarehouse location? Is it testimonials, the latest Forbes write up,or brand awareness? Is it the investment in the latest CRMsoftware, business 2.0 tools, or social media strategy?
You could hire a fancy consulting firm, make the list longer,add some bullet points, put it into a PowerPoint presentation, andgo through the whole dog and pony show. But at the end of the daythere will be only one conclusion… None of the above!You see, the most important competitive edge for today's businessprofessionals cannot be found on this list, your resume, or in anyof your company's marketing brochures.
If you want to know the real secret to what matters most inbusiness, just look in the mirror. That's right, it's YOU. Do theseother things matter? Of course they do, but when all things areequal (and in the competitive world we live in today, things almostalways are) People Buy You.
Your ability to build lasting business relationships that allowyou to close more deals, retain clients, increase your income, andadvance your career to rise the top of your company or industry,depends on your skills for getting other people to like you, trustyou, and BUY YOU.
This break-through book pushes past the typical focus onmechanics and stale processes found in so many of today's sales andbusiness books, and goes right to the heart of what matters most in21st century business. Offering a straight forward,actionable formula for creating instant connections with prospectsand customers, People Buy You will enable you to achieve awhole new level of success in your sales and business career.You'll discover:Three relationship myths that are holding you backFive levers that open the door to stronger relationships thatquickly increase sales, improve retention, increase profits andadvance your careerThe real secret to making instant emotional connections thateliminate objections and move buyers to reveal their real problemsand needsHow to anchor your business relationships and create loyalcustomers who will never leave you for a competitorHow to build your personal brand to improve your professionalpresence and stand-out in the market place
People Buy You is the new standard in the art ofinfluence and persuasion. Few books have tackled the subject ofinterpersonal relationships in the business world in such apractical and down-to-earth manner, breaking what many perceive asa complex and frustrating process into easy, actionable steps thatanyone can follow.
In The Ultimate Guide to Network Marketing, network marketing guru Dr. Joe Rubino offers readers a wide variety of proven business-building techniques taken from many of the most successful network marketing leaders in the industry. Presenting a wide range of different perspectives and tactics, this comprehensive guide offers beginning network marketers and seasoned veterans alike all the specialized information and strategies they need to grow their business. Revealing a world of secrets it would take a lifetime in the industry to amass, the 37 contributors in this handy resource provide one-of-a-kind advice for building extreme wealth.
-Mark Terry, President, Harman Pro Group
"A great read! Warren says it all in a way that's not only easy tounderstand, but even easier to implement. No need to ever readanother book on this subject."
-John Gamauf, President Consumer Replacement Tire Sales BridgestoneFirestone North American Tire, LLC
"Put this book on your must-read list if you want to learnsuccessful strategies for taking your distribution team to the nextlevel. Through motivation and education, Warren Greshes hascaptivated our very best top managers and producers. He pushes themto succeed and to keep their goals out in front of them, all thewhile maintaining a clear message, infused with his sense of humor.Warren has helped pave our way to success."
-Bernadette Mitchell, Vice President Retirement Benefits Group, AXAEquitable
"Warren is truly an expert in the field of sales! His grassrootsideas are practical, designed for immediate implementation, and aresure to lead to top-notch results. This book is a must-read forthose new to sales and those veteran salespeople who want to taketheir skills to the next level."
-Raj Madan, corporate marketing executive, financial servicesindustry
Most advertising and marketing people would claim great client service is an elusive, ephemeral pursuit, not easily characterized by a precise skill set or inventory of responsibilities; this book and its author argue otherwise, claiming there are definable, actionable methods to the role, and provide guidance designed to achieve more effective work.
Written by one of the industry's most knowledgeable client services executives, the book begins with a definition, then follows a path from an initial new business win to beginning, building, losing, then regaining trust with clients.
It is a powerful source of counsel for those new to the business, for industry veterans who want to refresh or validate what they know, and for anyone in the middle of the journey to get better at what they do.
Here's what the Give Your Marketing a Digital Edge includes:
Budget Marketing - How to Start & Market an Online Business with Little or Zero Marketing Budget: why pay for online tools when there are fantastic free ones available that will help your business for absolutely nothing?
Targeting Your Market - Marketing Across Generations, Cultures & Gender: marketing by demographics can be as simple as not advertising baby diapers on a site aimed at Baby Boomers. But the truth is there's a lot more to know if you want to maximize business success and avoid blunders.
Plan, Create, Optimize, Distribute - Your Strategic Roadmap to Content Marketing Success: by mastering content marketing, you can connect with customers on a personal level, build a relationship, call your audience to action, and provide a platform for customer feedback.
Google Best Practices - How to Build and Market Your Business with Google: YouTube, Google+, Google+ Local, Google News, Google SEO, AdWords, AdSense, etc. - this book tells you how you can make money using everything Google has to offer.
Socialize to Monetize - How To Run Effective Social Media Campaigns across the Top 25 Social Networking Sites: by mastering content marketing, you can connect with customers on a personal level, build a relationship, call your audience to action, and provide a platform for customer feedback.
Pinterest Marketing - The Ultimate Guide: if your customers are on Pinterest, you need to be there too! Leverage the power of visual marketing with one of the best tools ever invented to increase sales for your business.
Tumblr for Business - The Ultimate Guide: learn how to use Tumblr to showcase your brand to a worldwide audience, create social buzz, and take your business to the next level.
Advertising in a Digital Age - Best Practices for AdWords and Social Media Advertising: learn how to use online advertising to reach more people, interact with your community, collect feedback and monitor results in real-time, adjust your advertising quickly, and target and retarget your messages for relevancy all on a tiny budget.
Mobilize to Monetize - The Fast Track to Effective Mobile Marketing: when you use mobile technology to promote a brand and its products and services anytime, from anywhere, you can target your messages based on information you already have and engage your customers directly.
Globalize to Monetize - Taking Your Online Business to New Markets: marketing globally requires cultural understanding and overcoming barriers of language and culture are crucial to successfully market globally.
FIND THEM ON FACEBOOKFacebook makes it easy for businesses like yours to share photos, videos, and posts to reach, engage, and sell to more than 1 billion active users. Advertising expert Perry Marshall is joined by co-authors Keith Krance and Thomas Meloche as he walks you through Facebook Advertising and its nuances to help you pinpoint your ideal audience and gain a ten-fold return on your investment.
Now in its third edition, Ultimate Guide to Facebook Advertising takes you further than Facebook itself by exploring what happens before customers click on your ads and what needs to happen after—10 seconds later, 10 minutes later, and in the following days and weeks.
You'll discover how to: Maximize your ad ROI with newsfeeds, videos, and branded content Create custom audiences from your contact lists, video views, and page engagement Use the Facebook Campaign Blueprint proven to generate your first 100 conversions Boost your Facebook ads using the Audience Network and Instagram Follow the three-step formula for successful video ads Maximize campaigns and increase conversions on all traffic to your website Track and retarget engaged users by leveraging the Power of the Pixel Make every page on your website 5-10 percent more effective overnight "If anybody can make practical sense of Facebook for marketers, it's Perry. He has his finger on its truth—as advertising media, not social media. He also realizes there is a short window of time during which it offers greatest opportunity. He identified this with Google AdWords. Now, this book shows how to capitalize on ideal timing with this media. Finally, he is a well-disciplined direct-response practitioner who holds this accountable for ROI. I bestow my 'No B.S.' blessing."
—Dan S. Kennedy, legendary direct marketing advisor and author of the No B.S. series.
This revised second edition by a leading expert of influencecontinues to teach a proven system of persuasion. Synthesizing thelatest research in the field of influence with real-world testedexperiences, it presents simple secrets that help readers turn a"no" into a "yes." Every secret in this book has been rigorouslytested, validated, and found reliable.Learn dozens of all-new techniques and strategies forinfluencing others including how to reduce resistance torubbleMake people feel instantly comfortable in your presenceDecode body language, build credibility, and be persistentwithout being a painExpert author Kevin Hogan turns the enigmatic art of influenceand persuasion into a science anyone can master
The amazing secret of The Science of Influence is itssimplicity. After you read this book you will immediatelyunderstand why people say "no" to you and learn how to turn that"no" into a "yes" from that moment on.
Today only, get this Amazon bestseller for a special price.
Read on your PC, Mac, smart phone or tablet.
Facebook advertising gives advertisers boundless choices with regards to how you can target and advance your business over time, which is awesome for you innovative entrepreneurs out there. That been said, adopting a productive and precise strategy is very hard and making Facebook promotions profitable is never easy. This book will be your map to the light of converting Fb Ads!
Here Is A Preview Of What You'll Read...
Facebook Ads Overview
Setting Up A Facebook Ads
Defining Your Targeted Audience And Budget
Exact Interest Targeting
Facebook Adverts Structure
Picking The Right Promotion Ads For Your Business
Placing Orders For Facebook Ads
And much, much more!
Download your copy today!
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"Jeff Thull's process plays a key role in helping companies andtheir customers cross the chasm with disruptive innovations andsucceed with game-changing initiatives."
—Geoffrey A. Moore, author of Crossing the Chasm and Dealingwith Darwin
"This is the first book that lays out a solid method for sellingcross-company, cross-border, even cross-culturally where you havemultiple decision makers with multiple agendas. This is far morethan a 'selling process'—it is a survival guide—a trulyoutstanding approach to bringing all the pieces of the puzzletogether."
—Ed Daniels, EVP, Shell Global Solutions Downstream,President, CRI/Criterion, Inc.
"Mastering the Complex Sale brilliantly sets up valuefrom the customer's perspective. A must-read for all those who aremanaging multinational business teams in a complex and highlycompetitive environment."
—Samik Mukherjee, Vice President, Onshore Business,Technip
"Customers need to know the value they will receive and how theywill receive it. Thull's insights into the complex sale and how toclarify and quantify this value are remarkable—Masteringthe Complex Sale will be required reading for years tocome!"
—Lee Tschanz, Vice President, North American Sales, RockwellAutomation
"Jeff Thull is winning the war against commoditization. In hisworld, value trumps price and commoditization isn't a given, it's achoice. This is a proven alternative to the price-driven sale.We've spoken to his clients. This stuff really works, folks."
—Dave Stein, CEO and Founder, ES Research Group, Inc.
"Our business depends on delivering breakthrough thinking to ourexecutive clients. Jeff Thull has significantly redefined sales andmarketing strategies that clearly connect to our global audience.Read it, act on it, and take your results to exceptionallevels."
—Sven Kroneberg, President, Seminarium Internacional
"Jeff's main thesis—that professional customer guidance isthe key to success—rings true in every global market today.Mastering the Complex Sale is the essential read for anyorganization looking to transform their business for long-term,value-driven growth."
—Jon T. Lindekugel, President, 3M Health Information Systems,Inc.
"Jeff Thull has re-engineered the conventional sales process tocreate predictable and profitable growth in today's competitivemarketplace. It's no longer about selling; it's about guidingquality decisions and creating collaborative value. This is one ofthose rare books that will make a difference."
—Carol Pudnos, Executive director, Healthcare Industry, DowCorning Corporation
Why are you struggling to grow your business when everyone else seems to be crushing their goals? If you needed to triple revenue within the next three years, would you know exactly how to do it? Doubling the size of your business, tripling it, even growing ten times larger isn’t about magic. It’s not about privileges, luck, or working harder. There’s a template that the world’s fastest growing companies follow to achieve and sustain much, much faster growth.
From Impossible to Inevitable details the hypergrowth playbook of companies like the record-breaking Zenefits (which skyrocketed from $1 million to $100 million in two years), Salesforce.com (the fastest growing multibillion dollar software company), and EchoSign—aka Adobe Document Services—(which catapulted from $0 to $144 million in seven years). Whether you have a $1 billion or a $100,000 business, you can use the same insights as these notable companies to learn what it really takes to break your own revenue records. For instance, one of the authors shows how he grew his income from $67,000 to $720,000 in four years while maintaining a 20-30 hour work week and welcoming a new child—nine times.
This book shows you how to surpass plateaus and get off of the up-and-down revenue rollercoaster by answering three questions about growing revenue to tens times its size:Why aren’t you growing faster?What does it take to get to hypergrowth?How do you sustain growth?
This powerful, effective book provides a template for you to kick off your biggest growth spurt yet. This template includes The 7 Ingredients Of Hypergrowth:You’re not ready to grow until you Nail a Niche.Overnight success is a fairy tale. You’re not going to be magically discovered. You need sustainable systems that Create Predictable Pipeline.Growth exposes your weaknesses and it will cause more problems than it solves—until you Make Sales Scalable.It’s hard to build a big business out of small deals. Figure out how to Double Your Dealsize.It’ll take years longer than you want, but don’t quit too soon. Make sure you can Do the Time.Your people are renting, not owning their jobs. Develop a culture of initiative, not adequacy by Embracing Employee Ownership.Employees, you are too accepting of “reality” and too eager to quit. You can Define Your Destiny to make a difference, for yourself and your company, no matter what you do or where you work.
The authors take each ingredient and break it down into specific steps to guide you through implementation. From Impossible to Inevitable helps you take impossible goals and turn them into inevitable successes for your business and team. You will achieve success even bigger than you can imagine from where you’re sitting today.
–Iskra Lawrence, Aerie Model and Instagram star (@iskra)
If you’ve ever scrolled through your Instagram feed and thought, I wear clothes, eat avocado toast and like sunsets, why can’t someone pay me to live my best life? this book is for you . . .
Every one of your favorite influencers started with zero followers and had to make a lot of mistakes to get where they are today—earning more money each year than their parents made in the last decade. But to become a top creator, you need to understand the strategies behind the Insta-ready lifestyle . . .
As nightlife blogger, then social media strategist, and now Senior Director of Influencer Strategy and Talent Partnerships at Hearst Magazines Digital Media, Brittany Hennessy has seen the role of influencers evolve and expand into something that few could have imagined when social media first emerged. She has unrivaled insight into where the branded content industry was, where it is, and where it's going. In this book she'll reveal how to:
*Build an audience and keep them engaged
*Package your brand and pitch your favorite companies
*Monetize your influence and figure out how much to charge
Plus tips on:
*Landing an agent
*Getting on the radar of your favorite sites
*Praising a brand without alienating their competitors
Whether you’re just starting out or you're ready for bigger campaigns, Hennessy guides you through core influencer principles. From creating content worth double tapping and using hashtags to get discovered, to understanding FTC rules and delivering metrics, she’ll show you how to elevate your profile, embrace your edge, and make money—all while doing what you love.
Customer success teams are being created in companies to quarterback the customer lifecycle and drive adoption, renewals, up-sell and advocacy. The Customer Success philosophy is invading the boardroom and impacting the way CEOs think about their business. Today, Customer Success is the hottest B2B movement since the advent of the subscription business model, and this book is the one-of-a-kind guide that shows you how to make it work in your company.
From the initial planning stages through execution, you'll have expert guidance to help you:
Understand the context that led to the start of the Customer Success movementBuild a Customer Success strategy proven by the most competitive companies in the worldImplement an action plan for structuring the Customer Success organization, tiering your customers, and developing the right cross-functional playbooksCustomers want products that help them achieve their own business outcomes. By enabling your customers to realize value in your products, you're protecting recurring revenue and creating a customer for life. Customer Success shows you how to kick start your customer-centric revolution, and make it stick for the long term.
Inbound Marketing, Revised and Updated: Attract, Engage, andDelight Customers Online is a comprehensive guide to increasingonline visibility and engagement. Written by top marketing andstartup bloggers, the book contains the latest information aboutcustomer behavior and preferred digital experiences. From thelatest insights on lead nurturing and visual marketing to advice onproducing remarkable content by building tools, readers will gainthe information they need to transform their marketing online.
With outbound marketing methods becoming less effective, thetime to embrace inbound marketing is now. Cold calling, e-mailblasts, and direct mail are turning consumers off to anever-greater extent, so consumers are increasingly doing researchonline to choose companies and products that meet their needs.Inbound Marketing recognizes these behavioral changes asopportunities, and explains how marketers can make the most of thisshift online. This not only addresses turning strangers intowebsite visitors, but explains how best to convert those visitorsto leads, and to nurture those leads to the point of becomingdelighted customers.
Gain the insight that can increase marketing value with topicslike:Inbound marketing – strategy, reputation, and trackingprogressVisibility – getting found, and why content mattersConverting customers – turning prospects into leads andleads into customersBetter decisions – picking people, agencies, andcampaigns
The book also contains essential tools and resources that helpbuild an effective marketing strategy, and tips for organizationsof all sizes looking to build a reputation. When consumer behaviorschange, marketing must change with them. The fully revised andupdated edition of Inbound Marketing is a complete guide toattracting, engaging, and delighting customers online.
The second edition of Kellogg on Marketing provides aunique and highly regarded perspective on both the basics ofmarketing and on new issues that are challenging businessestoday.Includes more than 60% new material on both fundamentalmarketing concepts and hot topics such as Product Innovation,Social Media, Marketing to Consumers at the Bottom of the Pyramid,and Internal BrandingWith a foreword by Philip KotlerThe Kellogg School of Management is recognized around the worldas the leading MBA program in Marketing
Along with the new material, the core concepts covered in thefirst edition have all been updated-including targeting andpositioning, segmentation, consumer insights, and more. This is amust-have marketing reference.
In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future.
This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.
Mr. Shmooze is the parable of a man who reveals thesecret shared by all superstar salespeople. Selling, in its mostexquisite form, is not about “taking,” nor is it about“persuading.” Selling, believe it or not, is about“giving.”
Mr. Shmooze gives for a living. He starts by listening and hequickly comes to understand what people really need. His customerslove him because he gives more than he takes. They trust himbecause he is passionate about their interests. And, at the end ofthe day, they reward him handsomely for bringing joy, humor andwisdom into their lives. Woven into the story are several powerfullessons for salespeople in all industries who attempt to buildrelationships as the emotional bridge to their clients.
• Bring extraordinary passion and energy topersonal communications
• Generate contagious, positive feelings,lifting spirits because people buy with their emotions
• Make the small, positive gestures thatcan lead to huge, long-term results
• Abraham has had a diverse business careerthat has established him as a well-known expert on what makeshigh-performing salespeople
Mr. Shmooze gives you the new approach you need to sell likeyou’ve never sold before!
Are you ready to tap into Instagram’s booming network of 600 million viable customers? With the Ultimate Guide to Instagram for Business, social media marketing expert Kim Walsh-Phillips gives you the tools you need to get your due return on investment out of Instagram. From cross-platform branding and marketing advice to practical blueprints for funneling followers, this guide unlocks the secrets successful entrepreneurs use to drive sales directly from Instagram, become experts in their field, and grow their business.
Learn how to:
Set up an Instagram marketing funnel that converts followers into customers Run effective, lead-generating campaigns with trending hashtags, exclusive contests, and product launches Grow your Instagram following with The 21-Day Blueprint Leverage your Instagram brand to reach celebrity status and gain a competitive advantage Post Instagram stories and live videos to grow your follower base and drive sales Build content with a Quick-Start Lead Magnet Blueprint that will attract your ideal customers
Your followers are ready to take action -- give them a reason! Whether you're new to the Instagram world or you're not sure how to get more out of your profile, this guide is the perfect tool for entrepreneurs ready to promote themselves to millions of visual shoppers. With this guide's easy-to-use strategies, easy-to-adapt blueprints, and other great resources, you'll be ready to take the plunge!
They Ask You Answer is a straightforward guide to fixing your current marketing strategy. Regardless of your budget, you are almost certainly overspending on television, radio, and print ads, yet neglecting the number-one resource you have at your disposal: the Internet. Content marketing is no longer about keyword-stuffing and link-building; in fact, using those tactics today gets your page shuffled to the bottom of the heap. Quality content is the key to success, and you already have the ingredients in-house. This book shows you how to structure an effective content strategy using the same proven principles that have revolutionized marketing for all types of businesses, across industries.
Author Marcus Sheridan's pool company struggled after the housing collapse; today, they're one of the largest pool installers in the U.S., turning away millions of dollars in business they simply cannot accommodate every year. How did he manage it? He answered questions. This book shows you how Marcus's strategy can work for your business, and how to use your keyboard to bring customers through the door.Boost your company's web presence with methods that workBuild a level of trust that generates customer evangelismLeverage your in-house resources to produce winning contentUtilize tactics that work, regardless of industry or sector
When people have questions, they ask a search engine. If you have answers, the right content strategy will get them to the top of the search results and seen by millions of eyes every day. Drop the marketing-speak, stop "selling," and start answering. Be seen as an authority, not just another advertisement. They Ask You Answer describes a fresh approach to marketing and the beginning of big things for your business.
—Jeffrey Gitomer, author of The Sales Bible andThe Little Book of Leadership
"One eyebrow-raising, head-whacking, forehead-slapping techniqueafter another. Anyone whose daily life depends on influencingpeople—in other words, everyone—should read this book.Buy copies for your friends and hide it from your enemies."
—Richard Brodie, author of Virus of the Mind: TheNew Science of the Meme
"Master persuaders know that it's not really about the words youuse or the moves you make—other people get persuaded becauseof what you think and how you feel. Kevin Hoganexplains in delightfully clear detail how to make thesemaster-persuader secrets work for you. Not only that, he alsoexplains why all of this works, and he shows you the exactscientific research that proves it!"
—David Garfinkel, author of Advertising HeadlinesThat Make You Rich
"Invisible Influence is a masterpiece. It will be themaster influencer's reference book for the years to come. Invisibleinfluence is like oxygen, you can't see it, but your life dependson it. In this book, you will discover the persuasion tactics thatwill compel your clients to say yes to you—again andagain."
—Roberto Monaco, www.influenceology.com
"Dump the script—it's old news before the ink's dry. Trustyourself and use your new understanding of the ever-changingcontext to succeed. In his fascinating book, Hogan weavesestablished research findings into a handbook for successfulinfluence. The guidelines are obvious but hidden, simple butprofound. Understand them and you've mastered the complex andcrucial art of persuasion."
—William D. Crano, author of The Rules of Influence:Winning When You're in the Minority
"Many write on the topic of persuasion. Precious few genuinelyunderstand it. Kevin is one of those precious few. Read everythingyou can by him."
—Mark Joyner, founder and CEO of Simpleology,www.simpleology.com
FACT! Sixty percent of people read only headlines. Your headline must stop them or your advertising will likely fail.
FACT! Captions under photos get 200 percent greater readership than non-headline copy.
FACT! Ads with sale prices draw 20 percent more attention.
FACT! Half-page ads pull about 70 percent of full-page ads; quarter-page ads pull about 50 percent of full-page ads.
FACT! Four-color ads are up to 45 percent more effective than black and white.
New York’s biggest ad agencies use dozens of these little-known secrets every day to influence people to buy. And now—thanks to Cashvertising—you can, too. And it won’t matter one bit whether you’re a corporate giant or a mom-and-pop pizza shop. These techniques are based on human psychology. They work no matter where you’re located, no matter what kind of product or service you sell, and no matter where you advertise. In fact, most don’t cost a penny to use.
Like a wild roller-coaster ride through the streets of Madison Avenue, Cashvertising teaches you the tips, tricks, and strategies that New York’s top gun copywriters and designers use to persuade people to buy like crazy. No matter what you sell—or how you sell it, this practical, fast-paced book will teach you:
How to create powerful ads, brochures, sales letters, Websites, and moreHow to make people believe what you say“Sneaky” ways to persuade people to respondEffective tricks for writing “magnetic” headlinesWhat mistakes to avoid...at all costs!What you should always/never do in your adsExpert formulas, guidance, tips and strategies
Have you ever found yourself at a loss for what to say when the gatekeeper asks you what your call is about? Have your palms ever sweated when the decision maker shuts you down with: “I wouldn’t be interested”? Has your heart taken a fast dive into your stomach when, at the start of your presentation, your prospect tells you that they’ve thought about it and are just going to pass?
If you’re in sales, then the question isn’t “Have you ever felt this way?”, but rather, “How often do you feel this way? Are you finally ready to learn how to confidently and effectively overcome these objections, stalls, and blow-offs? If so, Power Phone Scripts was written for you! Unlike other books on sales that tell you what you should do (like build value – hard to do when the prospect is hanging up on you!), Power Phone Scripts provides word-for-word scripts, phrases, questions, and comebacks that you can use on your very next call. Learn to overcome resistance, get through to the decision maker, and then, once you have him or her on the phone, make an instant connection and earn the right to have a meaningful conversation. You’ll be equipped with proven questions, conversation starters, and techniques to learn whether or not they are even right for your product or service, and, if they aren’t, who else in their company or another department might be.
Power Phone Scripts is the sales manual you’ve been looking for: over 500 proven, current, and non-salesy phrases, rebuttals, questions, and conversation openers that will instantly make you sound more confident – just like the top producing sales pros do right now. Gone will be your call reluctance; gone will be your fear of calling prospects back for presentations and demos; gone will be the fear of asking for the sale at the end of your pitch! This practical guide is filled with effective scripts for prospecting, emailing, voice mails, closes, and tons of rebuttals to recurring objections you get like:“It costs too much”“We already have a vendor for that”“I’m going to need to think about it”“I need to talk to the boss or committee” and so many others…
More than just phone scripts, this book provides practical, comprehensive guidance that every inside sales rep needs. Conquer concerns, provide answers, motivate action, and be the conduit between your prospect’s problems and your solution. Actionable, fun, and designed to work within the current sales environment, this invaluable guide is your ticket to the top of the leader board. With Power Phone Scripts, you will never be at a loss of what to say to a prospect or client.
Communication is everything in sales, and being on top of your game is no longer enough when top producers are playing a different game altogether. You cannot achieve winning stats if you're not even on the field. If you're ready to join the big league, Power Phone Scripts is the playbook you need to win at inside sales.
If you are looking to be financially independent, own your own business, have more spare time, work from the comfort of your home, then MLM may be for you to be successful. In the past MLM required a lot of face-to-face meetings and sales presentations which are difficult to produce. The Internet, combined with Network Marketing, has created countless opportunities for individuals to develop their own business, working from home. The real ways to make a great deal of money in MLM is by recruiting a team of other independent marketers below you, and thus earn a percentage of their combined sales. This new groundbreaking book will show you how to build a successful business with MLM by harvesting the power of the Internet.
In this easy-to-read and comprehensive new book, you will learn what MLM is, how to get people talking about your product or service, how to get your customers to be your sales force, recruiting, goal setting and managing time, getting customers to come to you, getting your MLM message out quickly, creating awareness, working with bloggers and online activists, marketing, dealing with negative customer experience, automating MLM writing online press releases, creating a blog, creating a customer references and referral programs, starting a fan club/loyalist community, and setting up discussion forums and boards. You will learn to use affiliate marketing, flogs, viral marketing, evangelism, buzz marketing, online MLM methods, reputation management.
In addition, we went the extra mile and spent an unprecedented amount of time researching, interviewing, e-mailing, and communicating with hundreds of today's most successful MLM marketers. Aside from learning the basics you will be privy to their secrets and proven successful ideas.
Instruction is great, but advice from experts is even better, and the experts chronicled in this book are earning millions. If you are interested in learning essentially everything there is to know about MLM in addition to hundreds of hints, tricks, and secrets on how to put MLM marketing techniques in place and start earning enormous profits, then this book is for you.
Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company presidentâe(tm)s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice. Every book has resources, contact information, and web sites of the products or companies discussed.
A business's search strategy can have a dramatic impact on howconsumers interact with that business. But even more importantly,search engine activity provides amazingly useful data aboutcustomer behavior, needs, and motivations. In this non-technicalbook for executives, business owners, and marketers, search enginestrategy guru Vanessa Fox—who created Google's portal forsite owners, Google Webmaster Central—explains what everymarketer or business owner needs to understand about searchrankings, search data, comprehensive search strategies, andintegrating your strategy into the businesses processes.Updated statistics, tools, and recommendationsDetails about the latest changes from Google, Bing, and theoverall search landscapeExplanation and recommendations related to Google's substantialnew search algorithm, know as "Panda"Discussion of the changing landscape of the integration ofsearch and social media, including the addition of Google+ to themix
Traditional marketing isn't enough anymore. Businesses need toevolve as customer behavior evolves. Marketing in the Age ofGoogle shows you how.
This new book will show you how to build, promote, and make money off of your website or brick and mortar store using the Internet - with minimal costs. Let us arm you with the knowledge you need to make your business a success! Learn how to generate more traffic for your site or store with hundreds of Internet marketing methods, including many free and low-cost promotions.
The revised second edition of this popular book presents a comprehensive, hands-on, step-by-step guide for increasing website traffic and traditional store traffic by using hundreds of proven tips, tools, and techniques. Learn how to target more customers to your business and optimize your website from a marketing perspective. You will learn to target your campaign, use keywords, generate free advertising, utilize search engine and e-mail marketing strategies, build Web communities, and brand your business. This book provides information on auto-responders, Google advertising, banner advertising, eBay storefronts, Web design, search engine registration, and directories. You will also be provided with real-world examples of which strategies are succeeding and which are failing so you can successfully market your business today.
The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company.
Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends-it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire.
Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Keep those customers happy, and they will refer your business to even more customers. Some of Jantsch's strategies include:
-Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening.
-The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical.
-Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to.
The secret to generating referrals lies in understanding the "Customer Referral Cycle"-the way customers refer others to your company who, in turn, generate even more referrals. Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine.
This practical, smart, and original guide is essential reading for any company looking to grow without a fat marketing budget.
As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign.
One can read Rothenberg's book as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden & Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising's journey from the conventionally upbeat slogan "Helps Build Strong Bodies 12 Ways" to the supercool nineties minimalism of "Bo Knows." Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.