More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times bestselling author and marketing expert Donald Miller. And they are making millions.If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers.The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more.In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses.His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you: The seven universal story points all humans respond to; The real reason customers make purchases; How to simplify a brand message so people understand it; and How to create the most effective messaging for websites, brochures, and social media.Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

The New York Times bestseller that explains why certain products and ideas become popular.“Jonah Berger knows more about what makes information ‘go viral’ than anyone in the world.” —Daniel Gilbert, author of the bestseller Stumbling on HappinessWhat 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 Contagious, 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. Learn how a luxury steakhouse found popularity through the lowly cheesesteak, why anti-drug commercials might have actually increased drug use, and why more than 200 million consumers shared a video about one of the most boring products there is: a blender.Contagious provides specific, actionable techniques for helping information spread—for designing messages, advertisements, and content 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.

Updated and corrected for 2014, this is a reprint of the original 1923 text. This ground-breaking book remains essential reading for anyone entering the copywriting and advertising professions, reminding us that advertising's purpose is purely to sell. Claude Hopkins expresses powerful, tested truths about "salesmanship in print" which remain relevant through the decades and across all media - including today's internet marketing. David Ogilvy said "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."

Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity, time, Permission Marketing offers consumers incentives to voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.

Brand New

Growth is now the first thing that investors, shareholders and market analysts look for in assessing and valuing companies.HACKING GROWTH is a highly accessible, practical, method for growth that involves cross-functional teams and continuous testing and iteration. Hacking Growth does for marketshare growth what THE LEAN STARTUP does for product development and BUSINESS MODEL GENERATION does for strategy. HACKING GROWTH focuses on customers - how to attain them, retain them, engage them, and monetize them - rather than product.Written by the method's pioneers, this book is a comprehensive toolkit or "bible" that any company in any industry can use to implement their own Growth Hacking strategy, from how to set up and run growth teams, to how to identify and test growth levers, and how to evaluate and act on the results. It is designed for any company or leader looking to break out of the ruts of traditional marketing and become more collaborative, less wasteful, and achieve more consistent, replicable, and data-driven results.

The Age of Influence is an essential guide for marketing professionals and business owners who want to create and implement a highly effective, sustainable influencer marketing plan in order for their brands to succeed.We are amid an unprecedented digital transformation and tapping into this change is vital to any brand in today’s climate. Social media has democratized authority and influence, and information is created and consumed in ways that are constantly evolving.Internationally-recognized social media marketing expert Neal Schaffer explains how that shift plays a significant role in online marketing in the Influencer Era. Influencer marketing is about establishing relationships, turning fans into influencers, and leveraging that influence to share your message in a credible and authentic way.In The Age of Influence, Schaffer teaches entrepreneurs, marketing executives, and cutting-edge agencies how to: Identify,?approach, and engage the right influencers for their brand or product. Determine?what resources to put behind influencer campaigns. Manage the business side of influencer marketing, including tools that will help?measure ROI. Develop?their brand’s social media voice to become an influencer in its own right.This book is the definitive guide to addressing the issues disrupting marketing trends, including declining television viewership, growing social media audiences, effectively spreading their message digitally, and increasing usage of ad-blocking technology.

THE FINANCIAL TIMES BOOK OF THE MONTHOver the past quarter century, Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas and phrases that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.Now, for the first time, Godin offers the core of his marketing wisdom in one accessible, timeless package. At the heart of his approach is a big idea: Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. They don't just make noise; they make the world better. Truly powerful marketing is grounded in empathy, generosity, and emotional labour.This book teaches you how to identify your smallest viable audience; draw on the right signals and signs to position your offering; build trust and permission with your target market; speak to the narratives your audience tells themselves about status, affiliation, and dominance; spot opportunities to create and release tension; and give people the tools to achieve their goals.It's time for marketers to stop lying, spamming, and feeling guilty about their work. It's time to stop confusing social media metrics with true connections. It's time to stop wasting money on stolen attention that won't pay off in the long run. This is Marketing offers a better approach that will still apply for decades to come, no matter how the tactics of marketing continue to evolve.

As your company’s chief marketing officer, you’re responsible for your organization’s growth and reputation—but you don’t have enough control.Your organization works in departmental silos, functional leaders pushing their own solutions and feeling satisfied with functional KPIs. But the kind of exponential growth that creates unstoppable momentum requires your customer-facing departments to fight for the customer instead of their own departmental wins.You’re not the only one who notices—but you are the only one in the perfect position to do something about it.Discover how to reach your potential and stand out as more than a marketing professional. In CMO to CRO, industry experts Brandi Starr, Mike Geller, and Rolly Keenan show you how to bring revenue to the forefront and make every team’s number one objective a seamless customer experience. You’ll learn how to create consistency by reorganizing your business, following the customer, prioritizing revenue, and using CX technology to succeed where your competition fails.This book presents a revolutionary approach to not only unite the silos but position you as an innovative leader and finally uncover what CX is really about: revenue growth.

Get digital with your brand today! Digital Marketing for Dummies has the tools you need to step into the digital world and bring your marketing process up to date. In this book, you’ll discover how digital tools can expand your brand’s reach and help you acquire new customers. Digital marketing is all about increasing audience engagement, and the proven strategy and tactics in this guide can get your audience up and moving! You’ll learn how to identify the digital markets and media that work best for your business―no wasting your time or money! Discover how much internet traffic is really worth to you and manage your online leads to convert web visitors into paying clients. From anonymous digital prospect to loyal customer―this book will take you through the whole process! \nLearn targeted digital strategies for increasing brand awareness Determine the best-fit online markets for your unique brand Access downloadable tools to put ideas into action Meet your business goals with proven digital tactics \nDigital marketing is the wave of the business future, and you can get digital with the updated tips and techniques inside this book!

This best-selling, 5x National and International Award Winning Book has been named 2022’s Best Marketing/PR Book, Best Social Media book, Best PR/Marketing Book, and more.In Everyone is an “Influencer,” Kelly Keenan, Founder of Brand Story Experts, unlocks the code to recognizing and utilizing true Influencers that will change the trajectory of your business in a powerful way. For over 13 years Keenan has been using the process detailed in this book to help hundreds of brands uncover and celebrate their story in a way that adds excitement, creates consistency, and builds long-term success. This book teaches this proven and practiced method to develop your brand’s story and it’s a game changer for every industry.You’ll discover proven secrets of how to create and strengthen lifelong relationships with your team and with customers. Not just short-term gains. Go beyond sales gimmicks and short-sighted tactics. Help your business attract and retain top talent while gaining like-minded customers who passionately support, endorse and join in your brand celebration.This book is for business leaders looking to supercharge their companies. It’s for sales and marketing leaders seeking to gain greater results with enthusiasm. Finally, this book is for any team member ready to step up and become a change-maker for their organization.It’s all possible because as you’ll see, Everyone Is An Influencer.

#1 Wall Street Journal BestsellerInstant New York Times BestsellerA game-changing approach to marketing, sales, and advertising.Seth Godin has taught and inspired millions of entrepreneurs, marketers, leaders, and fans from all walks of life, via his blog, online courses, lectures, and bestselling books. He is the inventor of countless ideas that have made their way into mainstream business language, from Permission Marketing to Purple Cow to Tribes to The Dip.Now, for the first time, Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation.Great marketers don't use consumers to solve their company's problem; they use marketing to solve other people's problems. Their tactics rely on empathy, connection, and emotional labor instead of attention-stealing ads and spammy email funnels.No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:* How to build trust and permission with your target market.* The art of positioning--deciding not only who it's for, but who it's not for.* Why the best way to achieve your goals is to help others become who they want to be.* Why the old approaches to advertising and branding no longer work.* The surprising role of tension in any decision to buy (or not).* How marketing is at its core about the stories we tell ourselves about our social status.You can do work that matters for people who care. This book shows you the way.

The revolutionary guide that challenged businesses around the world to stop selling to their buyers and start answering their questions to get results; revised and updated to address new technology, trends, the continuous evolution of the digital consumer, and much moreIn 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.

Since Don’t Make Me Think was first published in 2000, hundreds of thousands of Web designers and developers have relied on usability guru Steve Krug’s guide to help them understand the principles of intuitive navigation and information design. Witty, commonsensical, and eminently practical, it’s one of the best-loved and most recommended books on the subject.Now Steve returns with fresh perspective to reexamine the principles that made Don’t Make Me Think a classic–with updated examples and a new chapter on mobile usability. And it’s still short, profusely illustrated…and best of all–fun to read.If you’ve read it before, you’ll rediscover what made Don’t Make Me Think so essential to Web designers and developers around the world. If you’ve never read it, you’ll see why so many people have said it should be required reading for anyone working on Web sites.“After reading it over a couple of hours and putting its ideas to work for the past five years, I can say it has done more to improve my abilities as a Web designer than any other book.”–Jeffrey Zeldman, author of Designing with Web Standards .

The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs.So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of Growth Hackers.Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more.An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and "spaghetti-on-the-wall" approaches with more consistent, replicable, cost-effective, and data-driven results.

The widely adopted, now classic book on influence and persuasion—a major national and international bestseller with more than four million copies sold!In this highly acclaimed New York Times bestseller, Dr. Robert B. Cialdini—the seminal expert in the field of influence and persuasion—explains the psychology of why people say yes and how to apply these principles ethically in business and everyday situations.You’ll learn the six universal principles of influence and how to use them to become a skilled persuader—and, just as importantly, how to defend yourself against dishonest influence attempts: Reciprocation: The internal pull to repay what another person has provided us. Commitment and Consistency: Once we make a choice or take a stand, we work to behave consistently with that commitment in order to justify our decisions. Social Proof: When we are unsure, we look to similar others to provide us with the correct actions to take. And the more, people undertaking that action, the more we consider that action correct. Liking: The propensity to agree with people we like and, just as important, the propensity for others to agree with us, if we like them. Authority: We are more likely to say “yes” to others who are authorities, who carry greater knowledge, experience or expertise. Scarcity: We want more of what is less available or dwindling in availability.Understanding and applying the six principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—as well as by a three-year field study on what moves people to change behavior—Influence is a comprehensive guide to using these principles effectively to amplify your ability to change the behavior of others.

A fascinating, research-based look at the impact of social media on businesses and consumers around the world, and what's in store for the futureSocial Media. You've heard the term, even if you don't use the tools. But just how big has social media become? Social media has officially surpassed pornography as the top activity on the Internet. People would rather give up their e-mail than their social network. It is so powerful that it is causing a macro shift in the way we live and conduct business.Brands can now be strengthened or destroyed by the use of social media. Online networking sites are being used as giant, free focus groups. Advertising is less effective at influencing consumers than the opinions of their peers. If you aren't using social media in your business strategy, you are already behind your competition. Explores how the concept of "Socialnomics" is changing the way businesses produce, market, and sell, eliminating inefficient marketing and middlemen, and making products easier and cheaper for consumers to obtain Learn how successful businesses are connecting with consumers like never before via Twitter, Facebook, YouTube, and other social media sites A must-read for anyone wanting to learn about, and harness the power of social media, rather than be squashed by it Author Erik Qualman is a former online marketer for several Top 100 brands and the current Global Vice President of Online Marketing for the world's largest private education firmSocialnomics is essential book for anyone who wants to understand the implications of social media, and how businesses can tap the power of social media to increase their sales, cut their marketing costs, and reach consumers directly.

The Author, A Doctor Explains The Six Psychological Principles That Drive The Human Impulse To Comply To The Pressures Of Others And Reveals How To Defend Oneself Against Manipulation. Weapons Of Influence -- Reciprocation : The Old Give And Take And Take -- Commitment And Consistency : Hobgoblins Of The Mind -- Social Proof : Truths Are Us -- Liking : The Friendly Thief -- Authority : Directed Deference -- Scarcity : The Rule Of The Few -- Epilogue. Instant Influence : Primitive Consent For An Automatic Age. Robert B. Cialdini. Includes Bibliographical References (p. [293]-309) And Index.

From the former Head of Brand Strategy at Reddit comes a proven and thought-provoking approach to the digital economy and how brands can create authentic engagement that is rooted in the fundamental motivations behind human psychologyLeading marketing practitioner and thought leader Joe Federer draws on evolutionary biology, anthropology, neuroanatomy, and psychology, as well as more than a decade of hands-on experience, to explain why people act so differently in various online spaces and what they are seeking from participating in each one. With a framework based on Freud’s Id, Ego, and Superego model of the human psyche, he demonstrates how the internet is a digital reflection of the collective human psyche and how different social networks correspond to different mindsets: platforms like Reddit to the unfiltered Id, Facebook and Twitter to the managed Ego, and Instagram to the ideal Superego.In the same way you behave differently when you’re home alone, out with friends, communicating with family, or interacting with coworkers, people act and express themselves differently in these various online spaces. Context matters. Understanding this will enable you to develop and execute effective engagement strategies to reach your target audiences on each social network. Learn:how to create content that drives sharing and word-of-mouth how brands can fit natively into different types of social channels how to balance branded social presences across different networks why authenticity will only grow in importance to consumersFascinating and deeply compelling, The Hidden Psychology of Social Networks will equip you to make vastly more efficient use of your media buys, establish more thoughtful strategies, develop better creative, and, in the end, deliver more effective marketing that provides value.

The Savannah Bananas should not exist.You can't name any of their players. They play in a 1920s-era ballpark with no ads or billboards. They play in kilts, stilts, and stilettos. They even have an all-grandma dance team: the Banana Nanas.Everything the Bananas do is unconventional. It shouldn’t work.And yet they sell out every game, have a waitlist in the thousands, ship merchandise around the globe, and entertain millions of followers on social media.ESPN calls the Bananas “the greatest show in baseball.”How is this even possible?Two words: Fans First.Packed with behind-the-peel stories, hard-earned lessons, and a few other surprises, Fans First teaches you how to stand out in your marketplace, drive explosive growth, and inspire fanatical loyalty.If this all sounds bananas, that’s the point. Normal leaders read normal books and get normal results. But if you’re ready to change the game, break the rules, and create your own unforgettable team, then it’s time to go Fans First.

Your Entire Marketing Strategy on One PageTo build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn’t get done.In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It’s literally a single page, divided up into nine squares. With it, you’ll be able to map out your own sophisticated marketing plan and go from zero to marketing hero.Whether you’re just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth.In this groundbreaking new book you’ll discover:• How to get new customers, clients or patients and how to make more profit from existing ones.• Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses.• How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money.• A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan.• How to annihilate competitors and make yourself the only logical choice.• How to get amazing results on a small budget using the secrets of direct response marketing.• How to charge high prices for your products and services and have customers actually thank you for it.

Why did I write this book? Surely there are several books about B2B content marketing. This book is different, however, because it doesn’t jump right into the “how” of content marketing. Instead, it starts with how to understand the core business problems content marketing can solve. Why is this important? Many people fail because they start with tactics.For the most impact from content marketing, you must start by defining the problem. I’ll help you define the problem and understand where content marketing can add the most value. By taking this approach, you won’t find yourself wasting time responding to one- off tactical requests that aren’t valuable to your company.The second reason I wrote this book is because creating content is hard. On the surface, it seems simple. You just need a writer and a designer, right? That’s just one part, albeit an important part, and even that part can be challenging without the right approach. But content marketing is about much more than creating content. You need to understand the challenges facing your audience as well as how to distribute, measure, and optimize the content. This book will help you understand how to do it right.I’ve been in marketing for more than twenty years. I’ve seen companies’ content marketing, and not coincidentally the companies themselves, fail. When they fail, it’s not pretty—employees, owners, and vendors struggle and experience a lot of stress. I’ve been there, so think of me as someone who knows what you could be facing. I’ve also seen companies do amazing things and flourish impressively while using content marketing. That’s when it’s really exciting! When done right, content marketing is incredibly powerful.After reading the book, you will be able to answer questions like:· What are six effective techniques for discovering the real problem I’m facing?· How can I avoid the five common barriers to solving problems?· What are the five different visions for a content marketing program?· What are the six core business problems, and how do I solve them?· Once my marketing campaign has been created, how can I measure its effectiveness?· What are the different ways to plan and execute different types of content?For this book, I’ve interviewed dozens of marketing experts, ranging from CMOs of Fortune 500 companies to owners of technology startups to longtime content marketing professionals. I’m excited to share their wisdom, along with what I’ve learned during my career, and to help you advance your own career.Content marketing can seem too scary and overwhelming to tackle. But the right knowledge, which I’ve aimed to provide here, is a powerful tool. “What’s Your Problem?” provides concrete strategies for pushing your problem solving skills into high gear. The book guides you through every step of the problem solving process, giving you the skills you need to address the big picture with a detailed plan of action.No matter the size or difficulty of your problem, “What’s Your Problem?” contains the wisdom you need to effectively tackle it. Pulling from psychological research, historical examples, and personal experience, “What’s Your Problem?” provides you with the strategies you need to be a successful problem solver. These problem solving skills will help your company, save you time, and help you become the effective leader you know you can be.If you are interested in enhancing your problem solving skills and becoming a better marketer, then “What’s Your Problem?” is for you.

Ready to Stand Out in a Sea of Sameness?Companies need to stand out in a crowded marketplace, but true differentiation is increasingly rare. Based on over 200 case studies, Pink Goldfish provides an unconventional seven-part framework for achieving competitive separation by embracing flaws, instead of fixing them.Pink Goldfish is broken into three main sections:Section I outlines the “Why”It explores the need to embrace weirdness and amplify weakness to differentiate in business. We reveal how everything we’ve learned about weakness is wrong. We’ll show how every weakness has a corresponding strength. We examine the seven reasons to embrace weirdness. The section ends with an explanation of our metaphor of the pink goldfish where we’ll share the symbolism of the goldfish and the reasoning behind the color pink.Section II showcases the “What”We examine the concept of being F.L.A.W.S.O.M. This is the idea of embracing your flaws. You can succeed because of your flaws, not despite of them. We use F.L.A.W.S.O.M. as our acronym for the seven types of pink goldfish. We share our flaunting matrix and each pink type: Flaunting, Lopsiding, Antagonizing, Withholding, Swerving, Opposing, and Micro-weirding. This section points out the ways to stand out by doing more of what makes you weird and less of what makes you normal in business.Section III explains the “How”Here we share the process of finding your own pink goldfish. We delve into the four A’s. The first A is assess, and it involves understanding what makes you weird or weak. The second A is appreciate. Appreciation is accepting and taking ownership of your uniqueness. The third A is amplify. Amplification is the process of turning up the dial to bring your differentiation to life. The final A is align. Aligning involves looking at those areas of weirdness and weakness that resonate with your customer and create meaningful differentiation.Praise for Pink Goldfish:"Don’t hide the weird and the wacky parts of your organization. Use them to stand out from the crowd. Forget about strengths (or set them to the side for a minute). Leverage your weaknesses into the unique qualities that set you apart. These are the core messages of this smart book... Think about it. All the other goldfish are, well, gold. Imagine how you might thrive as the only pink goldfish in the pond.”— Daniel Pink, author of WHEN and DRIVE"Packed with incredible examples, this book will have you spotting Pink Goldfish everywhere, and inspire you to breed your own, ASAP!" — Jay Baer founder of Convince & Convert and author of Hug Your Haters and Talk Triggers"Pink Goldfish offers a smart, powerful, and vibrant framework for any company that wants to stand out. Filled with fascinating case studies, this book shows how businesses can turn perceived flaws into strengths and connect authentically with their customers." — Dorie Clark, author of Reinventing You and Stand Out, and adjunct professor, Duke University Fuqua School of Business

NATIONAL BESTSELLERA Book of the Year Selection for Inc. and Library Journal“This book picks up where The Tipping Point left off." -- Adam Grant, Wharton professor and New York Times bestselling author of ORIGINALS and GIVE AND TAKENothing “goes viral.” If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today’s crowded media environment, you’re missing the real story. Each blockbuster has a secret history—of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity if they fail to connect with the right network, and the consumers that matter most aren't the early adopters, but rather their friends, followers, and imitators -- the audience of your audience.In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has "good taste," and some of the most popular products in history were one bad break away from utter failure. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable.Every business, every artist, every person looking to promote themselves and their work wants to know what makes some works so successful while others disappear. Hit Makers is a magical mystery tour through the last century of pop culture blockbusters and the most valuable currency of the twenty-first century—people’s attention.From the dawn of impressionist art to the future of Facebook, from small Etsy designers to the origin of Star Wars, Derek Thompson leaves no pet rock unturned to tell the fascinating story of how culture happens and why things become popular.In Hit Makers, Derek Thompson investigates:· The secret link between ESPN's sticky programming and the The Weeknd's catchy choruses· Why Facebook is today’s most important newspaper· How advertising critics predicted Donald Trump· The 5th grader who accidentally launched "Rock Around the Clock," the biggest hit in rock and roll history· How Barack Obama and his speechwriters think of themselves as songwriters· How Disney conquered the world—but the future of hits belongs to savvy amateurs and individuals· The French collector who accidentally created the Impressionist canon· Quantitative evidence that the biggest music hits aren’t always the best· Why almost all Hollywood blockbusters are sequels, reboots, and adaptations· Why one year--1991--is responsible for the way pop music sounds today· Why another year --1932--created the business model of film· How data scientists proved that “going viral” is a myth· How 19th century immigration patterns explain the most heard song in the Western Hemisphere

In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today—a bible for creative directors. D&AD and TASCHEN have joined forces to bring you an updated and redesigned edition of the publication. Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes.The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a “must-have” book for people in advertising and marketing, it is also a “should-have” for anyone who needs to involve or influence people, by webpage, on paper, or in person.About the seriesBibliotheca Universalis — Compact cultural companions celebrating the eclectic TASCHEN universe!

How do you turn website visitors into customers?Conversion Optimization offers practical advice on how to persuade visitors to make a buying decision -- without driving them away through data overload or tedious navigation. You'll learn how to use marketing principles, design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you're involved with marketing or designing a large ecommerce site, or managing a modest online operation.Based on the authors' broad experience in helping businesses attract online customers, this book addresses every aspect of the process, from landing visitors to finalizing the sale. You'll learn several techniques for blending successful sales approaches with the particular needs of the people you want to attract. Are you ready to do what it takes to get a double-digit conversion rate? Explore case studies involving significant conversion rate improvements Walk through different stages of a sale and understand the value of each Understand your website visitors through persona creation Connect with potential customers and guide them toward a conversion Learn how to deal with FUDs -- customer fears, uncertainties, and doubts Examine the path that visitors take from landing page to checkout Test any change you make against your original design"The Web is unique in its ability to deliver this almost improbable win-win: You can increase revenue AND make your customers happy. Yet most websites stink. Worry not, Khalid and Ayat to the rescue! Buy this book to follow their practical advice on how to create high converting websites that your visitors love." --Avinash Kaushik, author of Web Analytics 2.0 and Web Analytics: An Hour A Day (both Sybex)

Review\\n“A powerful rejoinder to anyone who predicted the irrelevancy of the three most important factors in retail: location, location and location. It’s a must read for anyone who runs an Internet business.” ―BRAD STONE, author of The Everything Store: Jeff Bezos and the Age of Amazon\\n“David Bell has written a playbook about how to win the internet. By illuminating the connections between our physical and virtual lives, he’s paved the way for smarter shopping, selling, sharing and living.” ―NEIL BLUMENTHAL and DAVE GILBOA, co-CEOs and co-founders of Warby Parker\\n“Thoroughly researched and elegantly written, this book offers a provocative insight―our online behavior depends a lot on where we live and this relationship is quite stable and predictable. Anyone interested in understanding online behavior of consumers would benefit tremendously from reading this book.” ―SUNIL GUPTA, the Edward W. Carter Professor of Business Administration at Harvard Business School\\n“The Internet has had a powerful impact on business. But the real world and the virtual one are more connected than you might think. Location Is (Still) Everything shows you what’s new, what’s the same, and what you should be doing about it.” ―JONAH BERGER, author of Contagious: Why Things Catch On\\n“Wharton professor David Bell reveals how location still matters in surprising ways, even in the supposedly ‘flat’ world of e-commerce.” ―INC.com\\n“Wharton marketing professor David Bell trots out a laundry list of convincing evidence that today, despite all the world-is-flat hype, where we live still dictates our buying patterns. It’s a welcome addition to a conversation that seems to ignore the fact that even in today’s hyper-connected age, only a projected 9% of retail transactions will happen online by the end of 2014, according to Forrester Research―and even those purchases are shaped by the physical world around them.” ―Fortune.com\\n“The bursting of the Internet bubble in 2000 has often been blamed on what then Fed chairman Alan Greenspan described as ‘irrational exuberance,’ but that’s only one part of the story. In [Location is (Still) Everything], David R. Bell, the Xinmei Zhang and Yongge Dai Professor at the Wharton School of the University of Pennsylvania, suggests other reasons for the bust, reasons that should concern anyone with an interest in online commerce. The book doesn’t address the bubble directly, but it does deflate the idea that underpinned much of the exuberance in the second half of 1990s―that the Internet is always a flat, friction-less marketplace.” ―Strategy + Business\\nConventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits.\nBut Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world we inhabit.\nAnyone can go online and buy a pair of jeans―but the likelihood that we will do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision making when it comes to buying online. Our willingness to search for and consume information also depends on where we live and whom we live next to.\nIn Location Is (Still) Everything, Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research, investing, and advising experience. His unique GRAVITY framework is a powerful and practical tool that uses fundamental human behaviors and location-based conditions to explain how the real and virtual worlds intersect ― and what Internet sellers must do in order to succeed. Entrepreneurs, managers, students, and investors will all benefit from understanding how and why we use the Internet to search, shop, and sell.

David Ogilvy

Competition is tougher than ever these days and competing on price or product just doesn’t work as well anymore. So how can companies stand out in a crowded marketplace that is constantly evolving?The answer is customer experience, and the best part about customer experience is that it’s delivered by human beings which are unique to a company. Named a Top Business Book of 2021 by Forbes, The Experience Maker helps managers and executives focus on customers who are already spending money with their company rather than spending more money on marketing new customers. In The Experience Maker, Dan Gingiss teaches that creating a remarkable experience for customers will ensure they become a company’s best marketers and salespeople. By learning from the successes of other companies and applying the proprietary WISER method (Witty, Immersive, Shareable, Extraordinary, Responsive), managers and executives learn to create remarkable experiences that their customers will want to talk about with friends, family, and social media followers.

"Thirty years ago my older brother, who was ten years old at the time, was trying to get a report on birds written that he'd had three months to write. [It] was due the next day. We were out at our family cabin in Bolinas, and he was at the kitchen table close to tears, surrounded by binder paper and pencils and unopened books on birds, immobilized by the hugeness of the task ahead. Then my father sat down beside him, put his arm around my brother's shoulder, and said. 'Bird by bird, buddy. Just take it bird by bird.'"With this basic instruction always in mind, Anne Lamott returns to offer us a new gift: a step-by-step guide on how to write and on how to manage the writer's life. From "Getting Started,' with "Short Assignments," through "Shitty First Drafts," "Character," "Plot," "Dialogue." all the way from "False Starts" to "How Do You Know When You're Done?" Lamott encourages, instructs, and inspires. She discusses "Writers Block," "Writing Groups," and "Publication." Bracingly honest, she is also one of the funniest people alive.If you have ever wondered what it takes to be a writer, what it means to be a writer, what the contents of your school lunches said about what your parents were really like, this books for you. From faith, love, and grace to pain, jealousy, and fear, Lamott insists that you keep your eves open, and then shows you how to survive. And always, from the life of the artist she turns to the art of life."An inspiring book about writing as a way of finding the truth-- San Francisco Chronicle"Surpasses all the other books on writing already out there -- even the wonderful stuff by Natalie Goldberg, John Gardner, and Annie Dillard."-- Seattle Times"Well-written, funny, and useful." -- Denver Post"I ended up reading it twice and expect to dip into it again in times of need. I recommend this book to other writers without reservation....This woman is uncanny."-- Marie Winn, Wall Street Journal"A quirky, personal, mordant, down-to-earth guide to fiction writing by a wonderful novelist essayist. Lamott makes writing seem like something you could actually enjoy."-- The Nation

A Wall Street Journal BestsellerYour personal goals need a long-term strategy.It's no secret that we're pushed to the limit. Today's professionals feel rushed, overwhelmed, and perennially behind. So we keep our heads down, focused on the next thing, and the next, without a moment to breathe.How can we break out of this endless cycle and create the kind of interesting, meaningful lives we all seek?Just as CEOs who optimize for quarterly profits often fail to make the strategic investments necessary for long-term growth, the same is true in our own personal and professional lives. We need to reorient ourselves to see the big picture so we can tap into the power of small changes that, made today, will have an enormous and disproportionate impact on our future success. We need to start playing The Long Game.As top business thinker and Duke University professor Dorie Clark explains, we all know intellectually that lasting success takes persistence and effort. And yet so much of the relentless pressure in our culture pushes us toward doing what's easy, what's guaranteed, or what looks glamorous in the moment. In The Long Game, she argues for a different path. It's about doing small things over time to achieve our goals—and being willing to keep at them, even when they seem pointless, boring, or hard.In The Long Game, Clark shares unique principles and frameworks you can apply to your specific situation, as well as vivid stories from her own career and other professionals' experiences. Everyone is allotted the same twenty-four hours—but with the right strategies, you can leverage those hours in more efficient and powerful ways than you ever imagined. It's never an overnight process, but the long-term payoff is immense: to finally break out of the frenetic day-to-day routine and transform your life and your career.

Brand Bewitchery is for leaders of purpose-driven brands who seek a proven system to clarify their brand story, amplify their impact and simplify their life. The book guides readers through the Story Cycle System(TM) to craft their overarching brand narrative, a process that has grown business by as much as 600 percent.But how you tell your story is critical to success. Brand Bewitchery also includes two dynamic story structures. Readers will learn the And, But & Therefore foundational narrative framework to focus all of their messaging for more compelling communications. Plus, they will apply the Five Primal Elements of a short story to create a big impact.Brand Bewitchery features 12 precise story quests: individual and team-building exercises that help the brand creator find, craft and tell true stories that sell. These real-life stories not only support their new brand narrative crafted within these pages but ensure their content hacks through the noise to hook the hearts of their customers.When finished with this guide book, readers will have revealed their most powerful stories for their personal brand to grow their influence and their business brand to generate a measurable increase in sales while increasing the productivity of their people and enhancing lives in the communities they serve.The storytelling structures in Brand Bewitchery, tested over more than a decade through hundreds of businesses and the thousands of people, simply help leaders excel through the stories they tell.

This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet BrandingSmart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.

Winner Book of The Year Stevie® Silver AwardWinner NYC Big Book AwardWinner Best Public Relations Book of All Time Book AuthorityWinner Best New Storytelling E-Books Book AuthorityWinner Marketing and Public Relations Independent Press AwardWritten by the award-winning storyteller Miri Rodriguez at Microsoft, this actionable guide goes beyond content strategy and, instead, demonstrates how to leverage brand storytelling in the marketing mix to strengthen brand engagement and achieve long-term growth, with advice from brands like Expedia, Coca Cola, McDonalds, Adobe and Google.Despite understanding essential storytelling techniques, brands continue to explain how their product or service can help the customer, rather than showcasing how the customer's life has changed as a result of them.Brand Storytelling gets back to the heart of brand loyalty, consumer behaviour and engagement as a business strategy: using storytelling to trigger the emotions that humans are driven by. It provides a step by step guide to assess, dismantle, and rebuild a brand story, shifting the brand from a 'hero' to 'sidekick' mentality, and positioning the customer as a key influencer to motivate the audience.Simplifying where to begin, how to benchmark success and ensure a consistent brand voice throughout every department, this book clearly shows how readers can align an emotive connection with the customer's personal values, experiences and aspirations, and how that will enable brand leaders, employees and influencers to celebrate and strengthen brand engagement for the long-term, rather than simply trying to win it.Clarifying why machine-learning, AI and automation only tell one side of the story, this book will inspire you with cutting edge interviews and case studies from leading brands to tap into authentic brand loyalty and human connection.

Your Comprehensive Guide to Launching a Brand: from Naming to Identity to UI/UX Design Expert insights based on over a decade of professional experience transforming new product and service companies from ideation phases to tangible brand realities. Each of the five key phases of launching a brand are broken down into practical guidelines designed to help you understand the 'why' behind the 'how' as well as who to bring to the table and how to make decisions along the way: 1. Creating a Strong Foundation - Your Brand Platform 2. Naming Your Venture in a Meaningful Way 3. Timeless Identity Design Creation 4. Your Brand Atmosphere Touch Points 5. Thorough Website Structure & Design How To Launch a Brand was written with three key audiences in mind: + A primer and 'how to' guide for disruptive entrepreneurs along the path of launching their new venture the right way - as a brand. + An insightful refresher with easy to digest key takeaways and insights for seasoned CMOs to use while collaborating with their agencies and in-house staff during innovative new brand and sub-brand launches. + An informative read with six key curriculum components to be used in academic business class settings.

BRAND NEW, Exactly same ISBN as listed, Please double check ISBN carefully before ordering.

The go-to guide to social media skills, now in an updated and revised Third EditionThe Social Media Bible is comprehensive 700-plus page social media resource that will teach corporate, small business, and non-profit marketers strategies for using social media to reach their desired audiences with power messages and efficiency. This newly revised 3rd edition addresses technology updates to the iPad, apps, Foursquare, and other geotargeted networks. New case studies and company profiles provide practical examples of how businesses have successfully implemented these strategies, using the newest social media marketing tools. Updates and changes to Google's search engine algorithms More information on plug-ins, widgets, apps, and integration Updates on Twitter and Yammer and new information on Google+ The latest in mobile marketingMaster the latest social media tools and deliver powerful messaging in the most effective way possible with The Social Media Bible.

Let's face it: Competition is tougher than ever these days. Competing on price is a loser's game -- just ask the two gas stations across the street from each other. And competing on product is getting harder and harder as almost everything can be copied -- just ask your favorite ride-share company.So what's left? How can companies stand out in a crowded marketplace that is constantly evolving?The answer is customer experience. And the best part about customer experience is that it's delivered by human beings which are unique to your company. No one else has your human beings, which means that you can provide a customer experience that no one else can. It's time to make your customer experience a competitive advantage.Almost every business has a "leaky bucket." Most companies are so focused on sales growth and bringing in new customers at the expense of the existing customers who are funding the business. Without our existing customers, we're out of business. So why do companies spend so much money and time on higher and higher sales and new customer goals and yet not nearly as much time with the people they already have?Instead of spending more money on marketing and trying to acquire new customers, what if you focused on providing your existing customers a remarkable experience? Listen to your customers, engage with your customers, and they will become your best marketers. That's right, your existing customers will actually help you acquire new customers, and plug your "leaky bucket." And this book will show you how.By learning from the successes of other companies and applying the proprietary WISER method (Witty, Immersive, Shareable, Extraordinary, Responsive) to your business, you will create an array of remarkable experiences that your customers will want to talk about with friends, family, and social media followers. In turn, you'll benefit from marketing that is far more credible, engaging, and authentic than yet another email or social media campaign.Your business CAN compete on customer experience. When you create a remarkable experience for your customers, they become your best marketers and salespeople. The result is more customers, who stay longer, spend more, and recommend your company to others.Wouldn't you like to become WISER than your competition?

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive―that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”―understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace.Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools―from strategic positioning concepts to strategy mapping to influencer maps―Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today’s unprecedented disruption.As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution.Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination.As Chief Marketing Officer of Mastercard, one of the world’s most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful.In Quantum Marketing, readers will: Understand the evolution of marketing and how to be at the forefront of future change. Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry. Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries.Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.

Building A Story BrandNew York Times bestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to dramatically improve how they connect with customers and grow their businesses. Donald Miller's StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides readers with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services. Building a StoryBrand does this by teaching readers the seven universal story points all humans respond to

If you've ever struggled to craft a powerful message that really hits the spot, you'll know it's harder than it looks. Wouldn't it be helpful to have an expert on hand to explain how the professionals really do it? Better still, how about a whole range of writers ready to pass on their trade secrets?Well that's exactly what you'll find in the pages of this book. Think of it as a rocket-assisted launch for your writing career, structured over ten distinct lessons and illustrated with classic and contemporary international examples of the best copywriting. Designed to help anyone who works with words improve their writing, this book is packed with practical techniques and features effective exercises to pump up your persuasive powers.Includes inspiring contributions from professional writers, an in-depth look at the challenges involved in writing copy for brands and worked examples that cover writing for digital, brand storytelling, and packaging copy.

Get social with the bestselling social media marketing bookNo person can ignore social media these days--and no business can afford to ignore it either. Our lives are mediated through the flicker of Facebook, Twitter, YouTube, and Instagram--and brands are increasingly interwoven with our online identities. Even for the 90% of marketers who interact with social media regularly, its pace and scale can be confusing to the point of distraction. Social Media Marketing All-in-One For Dummies helps you take a step back, make sense of the noise, and get your brand voice heard over the babble--in the way you want it to be.These nine mini-books in one give you essential, straightforward, and friendly guidance on how to use the major social platforms to promote your business, engage your customers, and use feedback to make your product or service the best that it can be. From evaluating the right social mix and planning your strategy to the really fun stuff--like creating videos on Snapchat and TikTok, diving deep on a podcast, or looking pretty on Pinterest--you'll find everything you need to get your social ducks in a row and say the right things. And once the campaign is over, you can follow the guidance here to evaluate success and iterate on your approach, before getting right back out there for an even bigger second bite. Keep up with the latest changes on Twitter, Facebook, LinkedIn, TikTok, and more Blend your social side with your traditional marketing presence Become more engaging and metric your success Get to know your fans with user dataWherever you're coming from--social media strategist, site manager, marketer, or something else--social media is where your customers are. This book shows you how to be there, too.

Named one of Fortune Magazine’s “5 Best Business Books” in 2015See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance.Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyesA recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.

Forundergraduate and graduate courses in marketing management.\nThegold standard for today’s marketing management student\nThe world of marketing is changing every day ― and in order for students tohave a competitive edge, they need a text that reflects the best and mostrecent marketing theory and practices. Marketing Management collectivelyuses a managerial orientation, an analytical approach, a multidisciplinaryperspective, universal applications, and balanced coverage to distinguish itfrom all other marketing management texts out there. Unsurpassed in its breadth,depth, and relevance, the 16th Edition features a streamlinedorganization of the content, updated material, and new examples that reflectthe very latest market developments. After reading this landmark text, studentswill be armed with the knowledge and tools to succeed in the new marketenvironment around them.

Best-selling brand expert Marty Neumeier shows you how to make the leap from a company-driven past to the consumer-driven future. You’ll learn how to flip your brand from offering products to offering meaning, from value protection to value creation, from cost-based pricing to relationship pricing, from market segments to brand tribes, and from customer satisfaction to customer empowerment.In the 13 years since Neumeier wrote The Brand Gap, the influence of social media has proven his core theory: “A brand isn’t what you say it is – it’s what they say it is.” People are no longer consumers or market segments or tiny blips in big data. They don’t buy brands. They join brands. They want a vote in what gets produced and how it gets delivered. They’re willing to roll up their sleeves and help out – not only by promoting the brand to their friends, but by contributing content, volunteering ideas, and even selling products or services.At the center of the book is the Brand Commitment Matrix, a simple tool for organizing the six primary components of a brand. Your brand community is your tribe. How will you lead it?

The New York Times, BusinessWeek, and Wall Street Journal Bestseller that redefined what it means to be a leader.Since it was first published almost a decade ago, Seth Godin's visionary book has helped tens of thousands of leaders turn a scattering of followers into a loyal tribe. If you need to rally fellow employees, customers, investors, believers, hobbyists, or readers around an idea, this book will demystify the process.It's human nature to seek out tribes, be they religious, ethnic, economic, political, or even musical (think of the Deadheads). Now the Internet has eliminated the barriers of geography, cost, and time. Social media gives anyone who wants to make a difference the tools to do so.With his signature wit and storytelling flair, Godin presents the three steps to building a tribe: the desire to change things, the ability to connect a tribe, and the willingness to lead.If you think leadership is for other people, think again—leaders come in surprising packages. Consider Joel Spolsky and his international tribe of scary-smart software engineers. Or Gary Vaynerhuck, a wine expert with a devoted following of enthusiasts. Chris Sharma led a tribe of rock climbers up impossible cliff faces, while Mich Mathews, a VP at Microsoft, ran her internal tribe of marketers from her cube in Seattle.Tribes will make you think—really think—about the opportunities to mobilize an audience that are already at your fingertips. It's not easy, but it's easier than you think.

What if the real key to a more fulfilling career was not to scale up but to work for yourself and become a successful and sustainable company of one? The New York Times bestselling author of Deep Work Cal Newport calls this book a “must-read for any entrepreneur who prioritizes a rich life over riches.” Company of One offers a refreshingly original business strategy that’s focused on a commitment to being better instead of bigger. Why? Because staying small provides one with the freedom to pursue more meaningful pleasures in life―and avoid the headaches that come with traditional growth-oriented business. Having personally discovered the benefits of cutting out the corporate hierarchy that constantly demands more, author Paul Jarvis explains how you can do the same. With this groundbreaking guide, you’ll learn how to set up your shop, determine your desired revenues, deal with unexpected crises, keep your key clients happy, and find self-fulfillment every step of the way.

Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design

WALL STREET JOURNAL BESTSELLER2022 AXIOM Business Award: Silver Medalist in Networking (social media, communication skills, etc.)DIGITAL POLLUTION IS THE PROBLEM. HUMAN-CENTERED COMMUNICATION IS THE SOLUTION.We’re spending more time than ever in virtual environments. That will only increase, as will the amount of noise we encounter there. The seemingly endless series of unwelcome digital distractions range from frustrating to dangerous. As individuals and businesses, we not only spend time and energy managing this digital pollution, we often create it. At risk are relationships and revenue.The only viable way forward is to be more thoughtful, intentional, and personal. Human-Centered Communication provides a philosophy and practice to help you connect in more meaningful and effective ways with prospects, customers, team members, and every stakeholder in your success. Learn to:• Break through the noise and earn attention• Build trust and create engagement• Enhance your reputation with both people and algorithmsThe concepts and models in this book apply to any form or channel of communication, but human centricity favors video. More visual and emotional than faceless digital communication, video enhances tone, intent, subtlety, nuance, and meaning. Learn to be clearer and more confident on camera in live video calls, meetings, and presentations, as well as in recorded video emails, social messages, and text messages.The authors of the bestselling Rehumanize Your Business join with eleven industry-leading experts from companies like Salesforce, HubSpot, and RE/MAX to lead the growing conversation on leveraging human strengths in an increasingly digital world. The brightest future is tech-enabled, but authors Ethan Beute and Stephen Pacinelli show that it’s also human-centered.The experts studied, interviewed, and featured:• Jacco van der Kooij, Founder of Winning by Design• Dan Hill, PhD, President of Sensory Logic• Mathew Sweezey, Director of Market Strategy at Salesforce• Julie Hansen, Creator of the Selling on Video Master Class• Adam Contos, CEO of RE/MAX• Lauren Bailey, Founder and President of Factor 8 and #GirlsClub• Mario Martinez Jr, Founder and CEO of Vengreso• Viveka von Rosen, Cofounder and Chief Visibility Officer at Vengreso• Shep Hyken, Customer Service and Customer Experience Expert• Morgan J Ingram, Director of Sales Execution at JB Sales Training• Dan Tyre, sales executive and founding team member at HubSpotAmong the themes addressed:• Trust and relationships• Communication and connection• Service and value• Text and video• Noise and pollutionAmong the types of videos in which you’ll become more confident and effective:• Live, synchronous video meetings• Recorded, asynchronous video messages• Video calls and video presentations• Video in emails and text messages• Video in social feeds and social messages• Video for specific individuals and large groups• Video for known audiences and anonymous masses• Video for prospects, customers, employees, and other stakeholdersFor immediate benefits and for long-term reputation, now is the time to get ahead of and stay ahead of ever-increasing digital noise and pollution - with Human-Centered Communication.

"Marketers struggling to create engaging content will have a savior in The Content Fuel Framework. The Focus + Format approach is a simple yet highly effective way to inspire numerous rich ideas to rescue any content marketing program."—Lee Odden, CEO and Co-Founder of TopRank MarketingIn The Content Fuel Framework, trained journalist and award-winning content marketer Melanie Deziel shows you how to maximize your creativity by systematizing it. This simple framework catalyzes the brainstorming process, making idea generation effortless and nearly automatic. No more writer's block. No more asking "what should I post?" No more waiting for that "big idea" to show up in its own time. This system allows storytellers from any industry to produce fresh story ideas on demand, any time.Never before have we consumed as much content, in as many forms, and in as many places as we do now. This means marketers, creators, and anyone who communicates with an audience is under more pressure than ever to deliver unique content, consistently. How can you fill all those web pages, social feeds, blogs, and newsletters, every single day?The Content Fuel Framework will challenge you—and enable you—to tell stories in entirely new ways. It's an adaptable and evergreen guide you'll come back to again and again.

NOTE: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0134058496/ISBN-13: 9780134058498 . That package includes ISBN-10: 0133856461/ISBN-13: 9780133856460 and ISBN-10: 0133876802/ISBN-13: 9780133876802.For undergraduate and graduate courses in marketing management.The gold standard for today’s marketing management student.Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices.Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.Also available with MyMarketingLab ™MyMarketingLab is an online homework, tutorial, and assessment program designed to work with this text to engage students and improve results. Within its structured environment, students practice what they learn, test their understanding, and pursue a personalized study plan that helps them better absorb course material and understand difficult concepts.

A Wall Street Journal bestsellerFrom the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power. How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans. In this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers’ ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including:· MeUndies, the subscription company that’s revolutionizing underwear · HeadCount, the nonprofit that registers voters at music concerts · Grain Surfboards, the board-building studio that willingly reveals its trade secrets with customers · Hagerty, the classic-car insurance provider with over 600,000 premier club members · HubSpot, the software company that draws 25,000 attendees to its annual conference For anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.

*Major New York Times Bestseller*More than 2.6 million copies sold*One of The New York Times Book Review's ten best books of the year*Selected by The Wall Street Journal as one of the best nonfiction books of the year*Presidential Medal of Freedom Recipient*Daniel Kahneman's work with Amos Tversky is the subject of Michael Lewis's best-selling The Undoing Project: A Friendship That Changed Our MindsIn his mega bestseller, Thinking, Fast and Slow, Daniel Kahneman, world-famous psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think.System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical. The impact of overconfidence on corporate strategies, the difficulties of predicting what will make us happy in the future, the profound effect of cognitive biases on everything from playing the stock market to planning our next vacation―each of these can be understood only by knowing how the two systems shape our judgments and decisions.Engaging the reader in a lively conversation about how we think, Kahneman reveals where we can and cannot trust our intuitions and how we can tap into the benefits of slow thinking. He offers practical and enlightening insights into how choices are made in both our business and our personal lives―and how we can use different techniques to guard against the mental glitches that often get us into trouble. Topping bestseller lists for almost ten years, Thinking, Fast and Slow is a contemporary classic, an essential book that has changed the lives of millions of readers.

From one of today's leading experts in content marketing, Content Inc. is the go-to guide to building a solid small business by establishing a loyal audience before you sell products or services.Do you create digital content? Well, this is the business model you've been looking for...In these pages, Joe Pulizzi provides a lower-risk, more effective way to create a path to success by re-engineering the process that so often leads to failure: You'll learn how to develop valuable content, build an audience around that content―and then create a product for that audience. Content Inc. walks you through the entire process, showing how to:Choose a topic Unearth an area where little competition exists (break through the clutter) Choose your best channel to build your platform Build long-term customer loyalty (an audience) Start making money from your content Expand your content into multiple channels/platforms Sell your content asset or scale it into a successful businessThis updated edition includes new and enhanced coverage of platforms like TikTok, SnapChat, and Instagram, a new section about the exit strategy for the model, more practical how-tos, and current examples of companies that have successfully implemented these strategies.Content Inc. provides an ingenious approach to business based on a profoundly simple concept: Having a singular focus on audience, and building a loyal audience directly, provide the best, most nuanced understanding of what products ultimately make the most sense to sell.Apply the methods laid out for you in Content Inc., and create the business of your dreams.

The #1 New York Times bestseller that examines how people can champion new ideas—and how leaders can fight groupthink, from the author of Give and Take and co-author of Option B“Reading Originals made me feel like I was seated across from Adam Grant at a dinner party, as one of my favorite thinkers thrilled me with his insights and his wonderfully new take on the world.” —Malcolm Gladwell, author of Outliers and The Tipping Point“Originals is one of the most important and captivating books I have ever read, full of surprising and powerful ideas. It will not only change the way you see the world; it might just change the way you live your life. And it could very well inspire you to change your world.” —Sheryl Sandberg, COO of Facebook and author of Lean InWith Give and Take, Adam Grant not only introduced a landmark new paradigm for success but also established himself as one of his generation’s most compelling and provocative thought leaders. In Originals he again addresses the challenge of improving the world, but now from the perspective of becoming original: choosing to champion novel ideas and values that go against the grain, battle conformity, and buck outdated traditions. How can we originate new ideas, policies, and practices without risking it all?Using surprising studies and stories spanning business, politics, sports, and entertainment, Grant explores how to recognize a good idea, speak up without getting silenced, build a coalition of allies, choose the right time to act, and manage fear and doubt; how parents and teachers can nurture originality in children; and how leaders can build cultures that welcome dissent. Learn from an entrepreneur who pitches his start-ups by highlighting the reasons not to invest, a woman at Apple who challenged Steve Jobs from three levels below, an analyst who overturned the rule of secrecy at the CIA, a billionaire financial wizard who fires employees for failing to criticize him, and a TV executive who didn’t even work in comedy but saved Seinfeld from the cutting-room floor. The payoff is a set of groundbreaking insights about rejecting conformity and improving the status quo.

If you want to move products, you need to move people. And if you want to move people, you need to move minds.This is what modern B2B marketing is all about.It’s time to wake up to the power of branding, purpose, stories, emotion, people and culture to drive growth.There is something incredibly exciting happening in B2B land. Freed from a narrow focus on performance marketing, brands are becoming more interesting and more relevant.This book brings together the latest thinking on humanized B2B marketing, to help leaders and their businesses grow, dominate their categories, and become meaningful in today’s demanding world.PAUL CASH is a creative entrepreneur and storyteller on a personal mission to humanize B2B marketing. Recognized as one of the Top 20 most influential B2B marketers, he is the founder of Rooster Punk, the go-to agency for B2B storytelling.JAMES TREZONA is a strategist, marketeer and MD of Rooster Punk. He uses the power of storytelling to empower businesses to reap the rewards of putting purpose at the heart of their business.

The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers?What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success.Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and gain invaluable insights into who they are and what they care about. Upon reading, you will discover how to: Use listening posts and Contact Point Innovation to refine customer types Engineer experiences for each micromarket that are not only exceptional, but relevant Connect across the five most important touchpoints Co-create with your customersWhen you learn to provide your customers with exactly what they want, they not only buy - they come back again and again...and bring their friends. Learn what it takes to deliver what your customers crave and catapult yourself to a new level of sales and retention!

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.

Right this minute, you are the proud owner of a library full of content. And congratulations, it’s all about you! Cute, rambunctious, smart, or downright unflattering photos, videos, phrases, behaviors, what and who you like and love, where you’ve been, and what elicits your frown or thumbs down. You and your reactors have been building your life-brand since the birth of your life online. With trolls, cancel culture, reputational damage, and career destruction tainting our new connected reality, isn’t it time you take control of it?Generation Brand is a modern playbook for cultivating your life-brand seamlessly through every life stage, leading to your early career and career advancement, as it gains power and strength with the rapid accumulation of live-out-loud content. Besides the different scenarios of life-brand, author Irina Soriano explains how it enables every human with social media access to impact positive change in their life and our society over the course of a lifetime. Also, start your exciting life-brand journey in real-time with an original Life-Brand Launch Kit designed by the author.It’s your life(-brand)! Love it forever.

This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

If you Google "content marketing," you will get thousands of results. But not each of these results will be related to true content marketing. Because this area of practice has exploded in recent years, there are many people and organizations who are looking to profit from sharing information about content marketing. I encourage you to do your own research (like reading this book!) and make the right decisions for your situation. There is no silver bullet in content marketing, only guidelines to consider and apply to your own work.You likely see examples of content marketing every day and don't realize it. It is standard practice in industries from packaged foods to beauty products to the travel industry. Consumers are becoming savvier about companies' advertising techniques and expect more from brands. Perhaps you have seen REI's Miranda in the Wild YouTube series, where one of their employees discusses how to find the right camping gear for the right situation. Or Dove's Real Beauty campaign. Or any of the multiple blogs and recipe sites by food companies such as Pillsbury, Kellogg's, and Kraft. These are all examples of content marketing.The content itself is one part of content marketing, but in many respects, it is not the most important. Before you start thinking about what types of content you need to create, you need to lay the groundwork. Think of this as the edge of the puzzle that holds the whole picture together. As you will learn, there are a lot of steps that you need to take into consideration before you get to the actual creation of content. Content planning doesn't come until you establish your objectives, define your audience, and research keyword? usage and social chatter. When it comes to content, think out of the box. Think about yourself as a consumer and how and when you would like to get your content. There are many content types, but we tend to stick with what is familiar. Later in Section I, we will go over some of the most popular types of content and some that you may not have thought of before.How do you know if this book is right for you? Maybe you are a small business owner who wants to learn more about how content and content marketing can help your business, or perhaps you are a new marketer launching a career and want to learn more about content marketing. This book is meant to be both an inspiration and a roadmap, depending on your perspective. If you are a new content marketing practitioner, knowing how to put the pieces together will help you perfect your craft. If you are looking for content marketing inspiration, there is plenty of that on the following pages. Entire books have been written about most of the topics in this book. This is not an in-depth look at the individual pieces of content marketing. Instead, this is a starting point for those who are new to or interested in learning more about the practice of using content strategically in your marketing efforts. Those efforts are shaped and secured through a thorough understanding of psychology. Throughout Section I, you will begin to see why psychology is an important part of creating content and developing marketing plans. In Section II, we will dive into the psychology behind content.

"When everybody zigs, zag," says Marty Neumeier in this fresh view of brand strategy. ZAG follows the ultra-clear "whiteboard overview" style of the author’s first book, THE BRAND GAP, but drills deeper into the question of how brands can harness the power of differentiation. The author argues that in an extremely cluttered marketplace, traditional differentiation is no longer enough―today companies need “radical differentiation” to create lasting value for their shareholders and customers. In an entertaining 3-hour read you’ll learn:- why me-too brands are doomed to fail- how to "read" customer feedback on new products and messages- the 17 steps for designing “difference” into your brand- how to turn your brand’s “onliness” into a “trueline” to drive synergy- the secrets of naming products, services, and companies- the four deadly dangers faced by brand portfolios- how to “stretch” your brand without breaking it- how to succeed at all three stages of the competition cycleFrom the back cover:In an age of me-too products and instant communications, keeping up with the competition is no longer a winning strategy. Today you have to out-position, out-maneuver, and out-design the competition. The new rule? When everybody zigs, zag. In his first book, THE BRAND GAP, Neumeier showed companies how to bridge the distance between business strategy and design. In ZAG, he illustrates the number-one strategy of high-performance brands―radical differentiation.ZAG is an AIGA Design Press book, published under Peachpit's New Riders imprint in partnership with AIGA.

By now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you.But there’s no one quite like Guy Kawasaki, the legendary former chief evangelist for Apple and one of the pioneers of business blogging, tweeting, Facebooking, Tumbling, and much, much more. Now Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he’s ever met, to offer The Art of Social Media—the one essential guide you need to get the most bang for your time, effort, and money.With over one hundred practical tips, tricks, and insights, Guy and Peg present a bottom-up strategy to produce a focused, thorough, and compelling presence on the most popular social-media platforms. They guide you through steps to build your foundation, amass your digital assets, optimize your profile, attract more followers, and effectively integrate social media and blogging.For beginners overwhelmed by too many choices as well as seasoned professionals eager to improve their game, The Art of Social Media is full of tactics that have been proven to work in the real world. Or as Guy puts it, “great stuff, no fluff.”

NEW YORK TIMES BESTSELLER • “A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.”—TimeHow much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking three-year, seven-million-dollar neuromarketing study—a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what captures our interest—and drives us to buy. Among the questions he explores:• Does sex actually sell?• Does subliminal advertising still surround us?• Can “cool” brands trigger our mating instincts?• Can our other senses—smell, touch, and sound—be aroused when we see a product?Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced—or turned off—by marketers' relentless attempts to win our loyalty, our money, and our minds.

Apply software-inspired management concepts to accelerate modern marketingIn many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software―from the growing number of technologies in our own organizations to the global forces of the Internet at large.But you can turn that to your advantage. And you don't need to be technical to do it.Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age.Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunitiesAs a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything―including marketing―flows with the speed and adaptability of software.

The world has gone fully digital. Should the nonprofit sector?In some ways, we're in a golden age of fundraising. There have never been more ways to capture attention, rally supporters, generate revenue, and measure fundraising performance than there are today. The accessibility of this technology has also never been greater, even to the smallest charities.But with all the software, tools, apps and intelligence available to us, why has fundraising performance stagnated? Has technology actually gotten in the way of building a personal connection with our supporters?In this book, we'll explore ways to apply time-tested principles of philanthropy to the modern technology available to fundraisers - with the goal of keeping the donors we already have, inspiring new donors to give, and maintaining the sanity of our team members.

Using a unique mix of neuroscience, cultural history and advertising research, the study shows how an increase in abstract, left-brain thinking has spread across business and popular culture and how this is undermining creativity and making advertising less effective. Crucially, it also provides practical advice to reverse this decline.

From the “godfather of content marketing”―this completely revised and expanded edition brings marketers fully up to date on the newest content marketing methods and tools, including Web3When Epic Content Marketing was first published eight years ago, content marketing was just starting to pick up speed in the marketing world. Now, this approach―which includes everything from blogging to YouTube videos to social media―is the core of most organizations’ marketing plans.Fully revised and updated, this new edition walks you through the process of developing stories that inform and entertain and compel customers to act, without actually telling them to. In addition to covering all the important social media platforms that have arisen over the past eight years and introducing the “creator economy,” it shows how to update existing content and make new content that performs in strategic ways. Updates include: New content models, structures, and opportunities Content entrepreneurship, content mergers and acquisitions Subscriptions and audience building Team structure, importance of community, DAOs, and creator networks Content options, NFTs, and discord servers Making data-driven decisions to optimize content performanceDistributed the right way at the right time, epic content is the best way to truly capture the hearts and minds of customers. It's how to position your business as a trusted expert in its industry. It's what customers share and talk about. This updated edition of the trusted guide provides everything you need to succeed in the new world of content marketing.

Finally a go-to guide to creating and publishing the kind of content that will make your business thrive.\nEverybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer.\nIf you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.\nYeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt... does the idea of focusing on writing seem pedantic and ordinary?\nActually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.\nOur writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring.\nThat means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well.\nAnd so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing.\nIn Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results.\nThese lessons and rules apply across all of your online assets—like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content—whether you're a big brand or you're small and solo.\nSections include:\n• How to write better. (Or, for "adult-onset writers": How to hate writing less.)• Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.)• Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too.• Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege.• "Things Marketers Write": The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting.• Content Tools: The sharpest tools you need to get the job done.\nTraditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.

Based on the The NY Times bestseller and Winner of the Gerald Loeb Award (Best Business Book of the Year), The Long Tail from SmarterComics is the Graphic version of the most important business book since The Tipping Point. Anderson shows how the future of commerce and culture isn't in the high-volume head of a traditional demand curve, but in what used to be regarded as misses--the endlessly long tail of that same curve.

Effectively select, align and manage digital channels and operations using this second edition of the bestselling guide, Digital Marketing Strategy. This accessible, step-by-step framework enables the planning, integration and measurement of each digital platform and technique, all tailored to achieve overarching business objectives.\n Ranging from social media, SEO, content marketing and user experience, to customer loyalty, automation and personalization, this edition features cutting edge updates on marketing automation, messaging and email, online and offline integration, the power of technologies such as AI, plus new data protection and privacy strategies. Accompanied by downloadable templates and resources, Digital Marketing Strategy is an ideal road map for any marketer to streamline a digital marketing strategy for measurable, optimized results. Online resources include practical implementation guides spanning SEO, paid-search, email, lead-generation and more, as well as group activities, which will be regularly updated to equip readers as digital marketing continues to evolve.

Carlos Hidalgo provides a clear roadmap and framework on how B2B organizations can implement change management and transform their Demand Generation. Case studies and excerpts from B2B marketing practitioners and ANNUITAS clients who have transformed their organizations and how they accomplished this change are incorporated throughout the book.

Often the decision between a customer choosing you over someone like you is your ability to know exactly what to say, when to say it, and how to make it count. Phil M. Jones has trained more than two million people across five continents and over fifty countries in the lost art of spoken communication. In Exactly What to Say, he delivers the tactics you need to get more of what you want.

Make your idea irresistible.You have a terrific idea. It’s so powerful that it could change a life, a market, or even the world. There’s just one problem: others don’t see its power—yet. If you truly value the possibility of your idea, then you’re ready to find your Red Thread—the throughline that connects your idea to your audience’s hearts and minds.The best part is, the Red Thread already exists. It’s the connection that makes the invisible link between your audience’s problem and your solution tangible—and actionable. With the Red Thread, you’ll inspire audiences to act and get the outcome you’re both looking for.Renowned speaker, consultant, and TEDx idea strategist Tamsen Webster shares the same step-by-step process she’s taught to hundreds of clients, helping them deliver memorable presentations, keynotes, marketing campaigns, TED talks, and more. Once you master this process, you’ll be able to guide your audience through the maze of ideas and options—and through the maze of their own minds.

In Digital Marketers Sound Off, you’ll find 101 accomplished digital marketing specialists sharing their favorite tools, tips, tactics, and predictions for the future. This easy-to-follow book contains digital marketing insights spanning many specializations: Search Engine Optimization, Google AdWords, Facebook Ads, PR, Email Marketing, Content Marketing, Social Media Marketing, and Affiliate Marketing. Digital Marketers Sound Off features digital marketing wisdom from Fortune 500 in-house marketers, B2B marketers, B2C marketers, small business freelancers, agency owners, and consultants who work with some of the largest brands in the world.If you’ve never set up a digital marketing campaign before, this book will give you the information to set yourself up for success. If you’re an expert marketer, this book will provide fresh insights and recommendations to improve your day-to-day work. If you’re somewhere in the middle, you’ll get the best of both worlds.In Digital Marketers Sound Off, you’ll discover:\nWhat tools top digital marketers use on a daily basis The single most effective tactic used by digital marketing specialists How digital marketers determine success and failure in their campaigns Tips that will improve your digital marketing immediately The biggest mistakes made by digital marketers and how you can avoid them Predictions for the future of digital marketing and how you can stay ahead of the curve\nDigital Marketers Sound Off: Tips, Tactics, Tools, and Predictions from 101 Digital Marketing Specialists is your comprehensive guide to how digital marketers build and manage effective campaigns across a wide variety of digital marketing specializations.

Are you overwhelmed by the breathtaking rate of change in the business world? Are confusing consumer trends, the unrelenting pace of technology, and the breakneck speed of digital marketing making you feel irrelevant and lost? Path-finding author Mark Schaefer provides an achievable and realistic framework to help you stay ahead of the curve by re-imagining marketing in a world where hyper-empowered consumers drive the business results. Marketing Rebellion will teach you: • How cataclysmic consumer trends are a predictable result of a revolution that started 100 years ago. • Why businesses must be built on human impressions instead of advertising impressions. • The five constant human truths at the heart of successful marketing strategy. • Why customer loyalty is dying and what you need to do about it right now.•How to help your best customers do the marketing for you. • Actionable steps to provide an immediate course-correction for businesses of any size. Through new research, singular insights, and inspiring case studies, this entertaining book challenges your view of what it means to be a marketer today and provides an innovative blueprint for business growth. The Marketing Rebellion is knocking at your door. Are you ready?

Kennedy dares marketers to dramatically simplify their marketing, refocusing on what works. Updated to address the newest media and marketing methods, this marketing master plan — from marketing master Kennedy — delivers a short list of radically different, little-known, profit-proven direct mail strategies for ANY business. Strategies are illustrated by case history examples from an elite team of consultants — all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc., to use in ’ordinary’ businesses including retail stores, restaurants, and sales.

Corporate executives are struggling with a new trend: people using online social technologies (blogs, social networking sites, YouTube, podcasts) to discuss products and companies, write their own news, and find their own deals. This groundswell is global, it s unstoppable, it affects every industry and it s utterly foreign to the powerful companies running things now.When consumers you ve never met are rating your company s products in public forums with which you have no experience or influence, your company is vulnerable. In Groundswell, Charlene Li and Josh Bernoff of Forrester, Inc. explain how to turn this threat into an opportunity.Using tools and data straight from Forrester, you ll learn how to:-Evaluate new social technologies as they emerge-Determine how different groups of consumers are participating in social technology arenas-Apply a four-step process for formulating your future strategy-Build social technologies into your business including monitoring your brand value, talking with the groundswell through marketing and PR campaigns, and energizing your best customers to recruit their peersTimely and insightful, this book is required reading for executives seeking to protect and strengthen their company s public image."Groundswell is jammed with big ideas, useful stories, and quotable stats. This is the new industrial revolution. Are you on board?"-Seth Godin, author, Meatball Sundae"This book will rock your world, if social technology hasn't rocked it already. It's a tsunami of unstoppable force. Amazon, Procter & Gamble, Facebook, Google, and Dell are profiting from the crest of the wave. Are you? Li and Bernoff are the apostles of the tsunami. This book will be your bible."-Scott Cook, Founder and Chairman of the Executive Committee, IntuitGroundswell provides practical advice on how to stay nimble and flexible in an ever-morphing digital world. Enabling your company to respond to change quickly especially when talking to and supporting your consumers is essential for business success.-Cathie Black, President, Hearst Magazines"The first phase of the Internet was about getting everyone connected. In this next phase, which changes the way we work, live, play, and learn, we re starting to realize the value of those connections as well as the new communications and experiences those interactions lead to the human network. Groundswell effectively documents this shift and underscores the opportunities available to all from this major market transition."-John T. Chambers, Chairman and CEO, Cisco"Heed the Groundswell! It's critical reading and helped us master the new dynamics of social media."-Christina Norman, President, MTV"Groundswell is a comprehensive look at the tidal wave of change engulfing marketers. Nobody should attempt to engage the newly empowered and emboldened consumer without first hearing what Li and Bernoff have to say on the subject."-Clark Kokich, CEO, Avenue A | Razorfish"Social technologies and the groundswell impact every business and organization worldwide. Li and Bernoff have written an insightful book that takes a refreshing research-driven approach to helping businesses transform themselves and successfully navigate this new dynamic landscape."-Steve Rubel, Senior Vice President, Edelman Digital, and columnist for Advertising Age

A primer on the future of PR, marketing and advertising — now revised and updated with new case studies"Forget everything you thought you knew about marketing and read this book. And then make everyone you work with read it, too." —Jason Harris, CEO of MekanismMegabrands like Dropbox, Instagram, Snapchat, and Airbnb were barely a blip on the radar years ago, but now they're worth billions—with hardly a dime spent on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they relied on growth hacking to reach users and build their businesses.Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions.Bestselling author Ryan Holiday, the acclaimed marketing guru for many successful brands, authors, and musicians, explains the new rules in a book that has become a marketing classic in Silicon Valley and around the world. This new edition is updated with cutting-edge case studies of startups, brands, and small businesses.Growth Hacker Marketing is the go-to playbook for any company or entrepreneur looking to build and grow.

From an author who climbed to the top of the corporate ladder before reaching age 40, this book takes the guesswork out of career success and breaks down what it takes to excel at your job. It covers the basics, like the universal requirements of every workplace—working with other people, making stellar presentations, communicating effectively over email. And it also goes into how to get promoted sooner, impress the people high up on the corporate ladder, and do it all while maintaining your personal life and without working crazy hours. With helpful tips and simple advice, this professional guidebook is just right for someone new to the workplace or for a mid-life career changer.

A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketingWhat do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:• how consumer needs and expectations have changed and what this shift means for you• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trustWhether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

Four-time New York Times bestselling author Gary Vaynerchuk offers new lessons and inspiration drawn from the experiences of dozens of influencers and entrepreneurs who rejected the predictable corporate path in favor of pursuing their dreams by building thriving businesses and extraordinary personal brands.In his 2009 international bestseller Crush It, Gary insisted that a vibrant personal brand was crucial to entrepreneurial success, In Crushing It!, Gary explains why that’s even more true today, offering his unique perspective on what has changed and what principles remain timeless. He also shares stories from other entrepreneurs who have grown wealthier—and not just financially—than they ever imagined possible by following Crush It principles. The secret to their success (and Gary’s) has everything to do with their understanding of the social media platforms, and their willingness to do whatever it took to make these tools work to their utmost potential. That’s what Crushing It! teaches readers to do.In this lively, practical, and inspiring book, Gary dissects every current major social media platform so that anyone, from a plumber to a professional ice skater, will know exactly how to amplify his or her personal brand on each. He offers both theoretical and tactical advice on how to become the biggest thing on old standbys like Twitter, Facebook, YouTube, Instagram, Pinterest, and Snapchat; podcast platforms like Spotify, Soundcloud, iHeartRadio, and iTunes; and other emerging platforms such as Musical.ly. For those with more experience, Crushing It! illuminates some little-known nuances and provides innovative tips and clever tweaks proven to enhance more common tried-and-true strategies.Crushing It! is a state-of-the-art guide to building your own path to professional and financial success, but it’s not about getting rich. It’s a blueprint to living life on your own terms.

Stand-up comedy. Speechwriting. Pro wrestling? Somehow, these oddball life choices led Josh Womack to copywriting. In his debut book, he talks about these experiences and more. If you're a junior or mid-level copywriter out there still trying to find your way, congrats! So is the author of this book. Have fun and keep slingin'.

The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated informationIn the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business.An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications—all at a fraction of the cost of traditional advertising!The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Use web-based communication technologies to their fullest potential Gain valuable insights through compelling case studies and real-world examples Take advantage of marketing opportunities on platforms like Facebook Live and SnapchatThe seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.

Finally a go-to guide to creating and publishing the kind of content that will make your business thrive.Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer.If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary?Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring.That means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That's true whether you're writing a listicle or the words on a Slideshare deck or the words you're reading right here, right now...And so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing.In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results.These lessons and rules apply across all of your online assets — like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content — whether you're a big brand or you're small and solo.Sections include: How to write better. (Or, for "adult-onset writers": How to hate writing less.) Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.) Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too. Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege. "Things Marketers Write": The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting. Content Tools: The sharpest tools you need to get the job done.Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.