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Books : Professional & Technical : Business Management : Marketing & Sales
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Technology has made it easy for marketers to collect customer data – and even easier to misuse it with irrelevant, ill-advised or even creepy marketing tactics. So how did LoyaltyOne CEO Bryan Pearson convince 99.99% of his ten million customers to willingly share their personal information?
In The Loyalty Leap, Pearson illuminates the best practices for responsibly selecting, collecting and making sense of all that data to better serve your customers – and as a result, earn their trust and long-term loyalty.
Drawing from his 20 years’ of experience in the frontline of loyalty programs, Pearson shares compelling stories of leading companies that use information well or poorly, including:
- How Shell increased sales while reducing its network of gas stations, by identifying its best customers, by location, and then providing them incentives to shift their purchase activity to a nearby location.
- How GameStop offers VIP access to such events as the Comic-Con International convention to engender long-term customer engagement among its PowerUp Rewards members.
- How Best Buy used customer insights to segment its vast market base into four key shopper types, and then redesigned its stores to respond to the needs of each of those consumers.
- How the customer data of Hilton Honors program enabled it to deliver personalized communications to members, between stays—resulting in 50 percent higher open rates and a 5 percent lift in member spending. Supplemented with the results from an extensive 2011 consumer survey, The Loyalty Leap shows you how customer information can carry your business to a new competitive platform, no matter which industry you’re in.
- How Shell increased sales while reducing its network of gas stations, by identifying its best customers, by location, and then providing them incentives to shift their purchase activity to a nearby location.
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The marketing game has changed ... But many high-level executives behind big brands and major corporations still haven't noticed. They're blinded by a desire to showcase the greatness behind their companies. That's okay, though, because this ego-based marketing approach means more opportunity for you. The reality is the Internet has transformed the buying process. Your prospects actively hunt online for solutions to their problems. So they're more educated about your product or service than ever before. Today, your role as a marketer is similar to a publisher. You must produce and deliver valuable content when and where your prospects need it. What works is focusing on your prospects' problems. What fails is force-feeding facts about what you sell. All it takes is a simple change in your perspective on prospects to position yourself as an industry authority, deliver higher returns on your marketing investments, and reach larger audiences with less effort. If you want your marketing to deliver different results, you must be willing to do something different. Are you ready?
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Robin Dreeke, 15 year FBI Veteran. Lead trainer for Social Engineering and interpersonal Skills in the FBI as well as head of the Behavioral Analysis Program leaks the top ten secrets on how to build rapport with anyone - fast. This pocket manual is designed to be a work book that will literally teach you how to break through walls, and tear down the blockers people put up to building strong, unbreakable bonds. Once you have rapport then compliance with any request you offer follows. **Warning - the content in this book is so effective that we warn the reader to think carefully how it is used. We do not endorse or condone the use of these skills in malicious ways **
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To Steve Jobs, Simplicity was a religion. It was also a weapon.
Simplicity isn’t just a design principle at Apple—it’s a value that permeates every level of the organization. The obsession with Simplicity is what separates Apple from other technology companies. It’s what helped Apple recover from near death in 1997 to become the most valuable company on Earth in 2011.
Thanks to Steve Jobs’s uncompromising ways, you can see Simplicity in everything Apple does: the way it’s structured, the way it innovates, and the way it speaks to its customers.
It’s by crushing the forces of Complexity that the company remains on its stellar trajectory.
As ad agency creative director, Ken Segall played a key role in Apple’s resurrection, helping to create such critical marketing campaigns as Think different. By naming the iMac, he also laid the foundation for naming waves of i-products to come.
Segall has a unique perspective, given his years of experience creating campaigns for other iconic tech companies, including IBM, Intel, and Dell. It was the stark contrast of Apple’s ways that made Segall appreciate the power of Simplicity—and inspired him to help others benefit from it.
In Insanely Simple, you’ll be a fly on the wall inside a conference room with Steve Jobs, and on the receiving end of his midnight phone calls. You’ll understand how his obsession with Simplicity helped Apple perform better and faster, sometimes saving millions in the process. You’ll also learn, for example, how to:
• Think Minimal: Distilling choices to a minimum brings clarity to a company and its customers—as Jobs proved when he replaced over twenty product models with a lineup of four.
• Think Small: Swearing allegiance to the concept of “small groups of smart people” raises both morale and productivity.
• Think Motion: Keeping project teams in constant motion focuses creative thinking on well-defined goals and minimizes distractions.
• Think Iconic: Using a simple, powerful image to symbolize the benefit of a product or idea creates a deeper impression in the minds of customers.
• Think War: Giving yourself an unfair advantage—using every weapon at your disposal—is the best way to ensure that your ideas survive unscathed.
Segall brings Apple’s quest for Simplicity to life using fascinating (and previously untold) stories from behind the scenes. Through his insight and wit, you’ll discover how companies that leverage this power can stand out from competitors—and individuals who master it can become critical assets to their organizations.
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Who is talking about you?Foreword by Seth Godin. Afterword by Guy Kawasaki.
Master word of mouth marketing with this fun, practical, hands-on guide.
With straightforward advice and humor, word of mouth expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth.
Learn the five essential steps that make word of mouth work and everything you need to get started. Understand how easy it is to work with social media, viral marketing, evangelists, and buzz. Start using simple techniques that start conversations:
- 3 Reasons People Talk About You
- 4 Rules of Word of Mouth Marketing
- 5 Ts of Word of Mouth Marketing
- 6 Big Ideas: Deep Stuff That Changes Marketing Forever
Find out what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner -- and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion -- and why some multi-million-dollar advertising campaigns fail to get noticed.
Open your eyes to a new way of doing business: Honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their fr
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PRAISE FOR REALLY SIMPLE SEO FOR BUSINESS OWNERS:
"Simple Steps to Follow - This is a simple book on easy, but effective search engine optimization that anyone can follow to get results. No miracles promised - no complicated technical skills required - just stuff that works. If you're wondering why nobody is visiting your website, get this book!"
"SEO for the Rest of Us - The first thing I love about this book is the absence of fluff. The book gets down to the nuts and bolts of SEO from the start.
The author systematically leads you step-by-step through the (surprising straight forward) process of SEO with clear, easy-to-understand instructions and advice."
SEO doesn't have to be complicated - or expensive - to be effective. This short book explains the exact methods the author has used to get several local business' websites onto the top pages of Google quickly, and without spending a penny.
There is no 'theory' here. Roy Everitt is partner in a successful marketing and SEO firm and writes directly from personal experience of the techniques he has used to get rapid results for clients and his own company.
MORE PRAISE FOR THIS BOOK:
"Great Resource - I'm not new to SEO, but I like to stay on top of things, especially since SEO is a moving target. This book covers all the things I know about SEO in a clea
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Why do our headaches persist after we take a one-cent aspirin but disappear when we take a fifty-cent aspirin? Why do we splurge on a lavish meal but cut coupons to save twenty-five cents on a can of soup?
When it comes to making decisions in our lives, we think we're making smart, rational choices. But are we?
In this newly revised and expanded edition of the groundbreaking New York Times bestseller, Dan Ariely refutes the common assumption that we behave in fundamentally rational ways. From drinking coffee to losing weight, from buying a car to choosing a romantic partner, we consistently overpay, underestimate, and procrastinate. Yet these misguided behaviors are neither random nor senseless. They're systematic and predictable—making us predictably irrational.
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The Forecast Fatale presents sales tips and techniques in an entertaining and unforgettable way - using a business detective, Bart Steele, as the main character. It's a quick read and a fun way to learn.
Author Brian Schlosser, a veteran CEO and sales manager, distilled this entertaining story from years of practical experience with real world challenges. It will give you a new outlook on what it means to be a professional in the world of sales, covering ground like how to forecast effectively, how and when to discount, how to improve prospecting by phone and a host of other important topics. This is a must-read for all sales professionals from beginning novices to seasoned experts who want to improve their skills and boost their careers.
Praise for the book-
"Brian has combined Magnum,P.I., with Dale Carnegie and made it work in a story about life in enterprise sales. Funny and poignant - well done!" -Mike Dusche, sales executive formerly with IBM & Microsoft
"This is one book on sales that's FUN to read AND makes relevant points for any sales professional - novice to experienced. Why get mired down in unrealistic complexities when there's a story to read that sticks with you long after some trick or tactic fades away? -Jeff Rogers, Founder of OneAccord Partners, Kiros.org, DoinGood
"I laughed. I cried. I sold two hundred and fifty grand worth of
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What's the secret to sales success? If you're like most business leaders, you'd say it's fundamentally about relationships-and you'd be wrong. The best salespeople don't just build relationships with customers. They challenge them.
The need to understand what top-performing reps are doing that their average performing colleagues are not drove Matthew Dixon, Brent Adamson, and their colleagues at Corporate Executive Board to investigate the skills, behaviors, knowledge, and attitudes that matter most for high performance. And what they discovered may be the biggest shock to conventional sales wisdom in decades.
Based on an exhaustive study of thousands of sales reps across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales rep in the world falls into one of five distinct profiles, and while all of these types of reps can deliver average sales performance, only one-the Challenger- delivers consistently high performance.
Instead of bludgeoning customers with endless facts and features about their company and products, Challengers approach customers with unique insights about how they can save or make money. They tailor their sales mess
Liz Cassidy, a leadership coach and speaker who runs workshops every week and connects with thousands of people every year, gave up on traditional networking because “it doesn’t work!”
She adapted her natural style to find out what did work and after giving talks on “Networking On Purpose” and getting a huge positive response she developed this book.
Her techniques are basic; but they are effective!
The information and approach contained in this book is priceless for those of you who also decided to give up on networking because you found that traditional networking didn't work for you either.
Cassidy’s step by step formula to creating and building business relationships is simple to follow and to adapt. She covers the 5 steps from breaking the ice to following up effectively.
Her examples provide an insight into how you can develop; not just your network but other peoples as well, and then she shows how to leverage these connections effectively.
She also touches on social networking and how it relates to face to face networking.
However the most important thing you will learn from this book is not the techniques - but the attitude she espouses.
This book is for you if you are: in sales, own your own business or are an entrepreneur and you value a wide network of connections. You understand that opportunities abound from the most seemingly innocuous or casual acquaintances. However, if you have a technical skill and want to network internally in your organisation to gain career advancement then you will find that the techniques included are easily adapted to suit your needs too.
This book is not designed to sit on your shelf or remain passively on your eReader. Cassidy will chivvy you to complete the exercises so that you too can increase the number and quality of your business relationships.
“Your Band Is A Virus – Behind-The-Scenes And Viral Marketing For The Independent Musician” is the essential, bestselling music marketing guide that uses straight forward language and actionable advice to cover highly effective promotional strategies used by independent musicians and bands. Many of them are marketing tips and resources you won’t find in any book by the Industry Moguls (how to use micro-job sites to your advantage, how to use viral contest apps like Wildfire, how to get ahead of the line and generate reviews).
In today’s music market there are no “1,001 Ways to Promote Yourself” or “Foolproof Ways To Become A Star.” Today's independent artist must be aggressive, yet innovative and respectful in their promotion tactics. For artists who wish to have their music covered by music and mp3 blogs, websites, magazines, newspapers, internet radio and podcasts.
This updated edition features an exclusive interview with legendary record producer Stuart Epps (Led Zeppelin, Elton John).
THE NEW YORK TIMES AND USA TODAY BESTSELLER!
The secret to successful word-of-mouth marketing on the social web is easy: BE LIKEABLE.
A friend’s recommendation is more powerful than any advertisement. In the world of Facebook, Twitter, and beyond, that recommendation can travel farther—and faster—than ever before.
LIkeable Social Media helps you harness the power of word-of-mouth marketing to transform your business. Listen to your customers and prospects. Deliver value, excitement, and surprise. And most important, learn how to truly engage your customers and help them spread the word.
Praise for Likeable Social Media:
“Dave Kerpen’s insights and clear, how-to instructions on building brand popularity by truly engaging with customers on Facebook, Twitter, and the many other social media platforms are nothing short of brilliant.”
Jim McCann, founder of 1-800-FLOWERS.COM and Celebrations.com“Alas, common sense is not so common. Dave takes you on a (sadly, much needed) guided tour of how to be human in a digital world.”
Seth Godin, author of Poke the Box“Likeable Social Media cuts through the marketing jargon and technical detail to give you what you really need to make sense of this rapidly changing world of digital marketing and communications. Being human—being likeable—will get you far.”
Scott Monty, Global Digital Communications, Ford Motor Company“Dave gives you what you need: Practical, specific how-to advice to get people talking about you."
Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking
NOTE: This is a single serving from The Digital Writer book, Writing Online by Sean Platt for writers who only need this specific information.
You’re a writer with magic to be envied.
You possess the rare skill of being able to make something from nothing.
You can change thinking, create emotions, and paint pictures in your readers’ minds.
You can manufacture money just by moving your fingers across the keyboard.
Through the alchemy of writing, you can take what makes you unique and turn it into consistent revenue. Write with a plan and you can turn your thoughts into assets that pay out on repeat.
Yet, many writers repeatedly make the same mistakes.
Instead of building for their future, they run around in circles, chasing deadlines and spiraling toward burnout. Sure, they are writing their faces off and working to earn a long list of appreciative clients. But too many writers ignore their most important clients.
Your most important client is you, and your most important assets are the words you create. You owe it to yourself to deliver your best work to your best client, building up your business’s most valuable asset every day.
It isn’t enough to stockpile ideas or promise yourself that you’ll get to it later. Chances are, later will knock on your door at the same time as Publisher’s Clearing House arrives with a big, fat check.
Don’t be the chef who gets crummy takeout on his way home, or the plumber with a steady drip in her kitchen sink. Be the writer who writes. Not just for others, but for yourself—each day pulling your dreams taut, one sentence at a time.
Never ignore your future.
Like the mythical Monday that keeps you from starting your diet, flimsy excuses are always in reach. Like dieting, it is seeing the results that can keep you on track. The steady accumulation of words over time is a remarkable thing. A large project can feel daunting, but the most important thing you can ever do is to simply get started.
The Digital Writer's Guide to Building Assets helps you take what you already have to help you build what you’ve always wanted: steady streams of passive income. Download this short eBook today, and start building your assets tomorrow!
Learn how to market any book. This popular book marketing primer has helped over 40,000 authors and publishers dramatically improve their book marketing results.
The Smashwords Book Marketing Guide contains practical, easy-to-implement advice on how to market any book. 30 simple, do-it-yourself marketing tips explain not what you can do to market your book, but also explain the context and thinking behind each recommendation. The marketing techniques apply equally well to both ebooks and print books.
Here's what you'll find in the Smashwords Book Marketing Guide:
Table of Contents
Introduction: About the Smashwords Book Marketing Guide
Background on Smashwords
Setting expectations
How Smashwords helps authors and publishers market books
Adopting a proactive marketing mindset
Marketing starts now
Hyperlinks help readers discover books
The importance of authors helping authors
30 Marketing Tips (all free to implement!)
Tip #1 – Update your email signature
Tip #2 – Post a notice on your web site or blog
Tip #3 – Contact your friends, family, co-workers and fans
Tip #4 – Post a notice to your social networks
Tip #5 – Update your message board signatures
Tip #6 – How to reach readers with Twitter
Tip #7 – Publish more than one book to create a multiplier effect
Tip #8 – Advertise your other books in each book you publish
Tip #9 – Make it easy for your readers to connect with you
Tip #10 – Issue a press release on a free PR wire service
Tip #11 – Join HARO, Help-a-reporter-online for free press leads
Tip #12 – Encourage fans to purchase and review your book
Tip #13 – Write thoughtful reviews for other books
Tip #14 – Participate in online forums
Tip #15 – Experiment with coupons
Tip #16 – Write a blog
Tip #17 – Write guest columns for blogs
Tip #18 – Invite other authors to post to your blog
Tip #19 – Do Q&A interviews of other authors on your blog
Tip #20 – Join the conversation on blogs
Tip #21 – Organize a blog tour
Tip #22 – Use Google Alerts to discover where the conversations are taking place
Tip #23 – Leverage YouTube videos to reach readers
Tip #24 – Print up business cards
Tip #25 – Encourage your fans to become affiliate marketers of your book
Tip #26 – Create a reader’s guide at the end of your book
Tip #27 – Insert sample chapters from your other books
Tip #28 – Do a sample chapters swap with another author
Tip #29 – Invite other authors to join you at Smashwords
Tip #30 – Promote your book to the top ebook listing sites
Tip #31 – Share these marketing tips with your fellow authors!
Other Kindle Books by Mark Coker
Smashwords Style Guide (how to format and produce an ebook)
The 10-Minute PR Checklist - How to Earn the PublicityYou Deserve
Boob Tube (a novel about soap operas)
Connect with Mark Coker
Connect with Smashwords authors