With a device he calls STAS (Short Term Advertising Strength)--a measure of the immediate effect of advertising on sales--the author demonstrates that the strongest ad campaigns can triple sales, while the weakest campaigns can actually cause sales to fall by more than 50 percent. He exposes sales promotions as wasteful, especially when they are unsupported by advertising, and also demonstrates the strong synergy that can operate between advertising and promotion when they are planned and executed in an integrated fashion. When Ads Work offers eye-opening research and practical information that no one who studies advertising or spends advertising dollars can afford to ignore.
In today’s digital age, the traditional sales funnel—marketing at the top, sales in the middle, customer service at the bottom—is no longer effective. To be successful, businesses must obsess over the questions, concerns, and problems their buyers have, and address them as honestly and as thoroughly as possible. Every day, buyers turn to search engines to ask billions of questions. Having the answers they need can attract thousands of potential buyers to your company—but only if your content strategy puts your answers at the top of those search results. It’s a simple and powerful equation that produces growth and success: They Ask, You Answer.
Using these principles, author Marcus Sheridan led his struggling pool company from the bleak depths of the housing crash of 2008 to become one of the largest pool installers in the United States. Discover how his proven strategy can work for your business and master the principles of inbound and content marketing that have empowered thousands of companies to achieve exceptional growth.
They Ask, You Answer is a straightforward guide filled with practical tactics and insights for transforming your marketing strategy. This new edition has been fully revised and updated to reflect the evolution of content marketing and the increasing demands of today’s internet-savvy buyers. New chapters explore the impact of technology, conversational marketing, the essential elements every business website should possess, the rise of video, and new stories from companies that have achieved remarkable results with They Ask, You Answer.
Upon reading this book, you will know:How to build trust with buyers through content and video. How to turn your web presence into a magnet for qualified buyers. What works and what doesn’t through new case studies, featuring real-world results from companies that have embraced these principles. Why you need to think of your business as a media company, instead of relying on more traditional (and ineffective) ways of advertising and marketing. How to achieve buy-in at your company and truly embrace a culture of content and video. How to transform your current customer base into loyal brand advocates for your company.
They Ask, You Answer is a must-have resource for companies that want a fresh approach to marketing and sales that is proven to generate more traffic, leads, and sales.
"As CEO and Chairman of the Board of three publicly traded companies, I felt that Karr's strategies in Lead, Sell, or Get Out of the Way absolutely provided the powerful results he predicted. In one case, we completely eliminated a competitor who posed a strategic threat. I guess you can say they 'got out of the way.' Karr will show you what is required and how to be a top producer in your market. This book is a must-read."
—JAMES T. TREACE, President and Managing Member, J&A Group, LLC, former chairman of the board, Wright Medical, Inc., and Kyphon, Inc.
"Karr captures a lifetime of winning strategies and experiences and puts them in a practical context for sales leaders and sellers. This book challenges many of the older paradigms of selling and emphasizes the importance of keeping the focus on the customers and providing positive outcomes. In today's challenging market conditions, where the primary focus is on market share, this is a must-read."
—BARRY S. GOLDSTEIN, Senior Vice President, Global Sales Strategy & Operations, Starwood Hotels & Resorts Worldwide, Inc.
"Karr's book clearly identifies what it takes to be a highly effective sales leader. The principles in Karr's book are concise and illuminating. Follow his system and your sales organization will succeed in any market. An absolute must-read."
—MIKE BEAUDRY, Division President, United Natural Foods, Inc. (UNFI)
"Karr does it again! Lead, Sell, or Get Out of the Way gives you the ultimate approach to giving added value to customers and creating value for yourself ... The seven traits are what's needed in today's world, and this book is an outstanding guide to becoming proficient in all of them."
—DAVID PRENG, Preng & Associates, The Global Energy Search Leader
- Foundation of identity-based brand management- The concept of identity-based brand management
- Strategic brand management
- Operational brand management
- Identity-based brand controlling
- Identity-based trademark protection- International identity-based brand management