The Marketing Book Podcast

The New Rules of Marketing & PR: How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking to Reach Buyers Directly (9th Edition) by David Meerman Scott ABOUT THE BOOK: The updated ninth edition of the pioneering guide to generating attention for your idea or business, jam-packed with new AI techniques and fresh stories of success As the ways we communicate continue to evolve, keeping pace with the latest technology―including generative artificial intelligence (AI) like ChatGPT―can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The ninth edition of The New Rules of Marketing and PR offers everything you need to speak directly to your audience, make a strong personal connection, and generate attention for your business. An international bestseller with half a million copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for deploying the power of social media, AI, and content to maintain your competitive advantage and get your ideas seen and heard by the right people at the right time. You'll discover 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 and PR has been completely revised to present highly effective strategies and tactics to help you get found by your buyers. The most important and comprehensive update to this international bestseller yet shows you details about the pros and cons of using generative AI, the most significant development in modern marketing and public relations since the first edition of this book was published back in 2007. The definitive guide on the future of marketing used as a primary resource in thousands of companies and hundreds of university courses, 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 exactly when your audience is eager to hear from you Gain valuable insights through compelling case studies and real-world examples, showing you how to use the latest AI tools without losing the personal touch in your communications The ninth 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. ABOUT THE AUTHOR: David Meerman Scott is an internationally acclaimed keynote speaker, business growth strategist, and author whose books and blog are must-reads for professionals seeking to generate attention in ways that grow their businesses. He is the author or co-author of 12 books including The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business, Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History, Real-Time Marketing & PR, Fanocracy: How to Turn Fans into Customers and Customers into Fans, and Marketing the Moon: The Selling of the Apollo Lunar Program. The New Rules of Marketing & PR has been translated into 29 languages from Albanian to Vietnamese and is used as a text in hundreds of universities and business schools worldwide. And, interesting fact – David Meerman Scott was the very first guest on The Marketing Book Podcast in January 2015, and is now the final guest! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/new-rules-marketing-pr-9-david-meerman-scott

Transcribed - Published: 23 August 2024

Unsticking Deals: Why Deals Stall, How to Unstick Them, And How to Prevent Them From Sticking in the First Place by James Muir ABOUT THE BOOK: Stuck deals are arguably the biggest problem in sales. Depending on the industry, between 40-60% of all sales are lost to no-decision. The implications are staggering. This fact means that the problem of stuck deals and "no-decision" effectively doubles the cost of every sale, and wastes somewhere around one-half of every sales professional's time. The good news is that if we can unstick our deals (or even better, prevent them from sticking in the first place) we can effectively double our sales, dramatically shorten our sales cycles, and double our commissions. What you will learn in Unsticking Deals: Surprisingly, stalled deals are caused by just three things. The Universal Root Cause Maxim explains the three reasons deals stall in a single sentence. The five common sales issues that cause sales professionals to stick their deals. The three things that cause customers to suffer from indecision and how to overcome them. Why deals stall due to business case issues and the three simple things that need to be in every business case to prevent stalls. Five key prevention strategies that will prevent your deal from ever sticking in the first place. The five key plays for unsticking your deals - complete with templates and examples. This book is designed to be a quick reference guide. Each chapter has been designed to be brief and concise with actionable steps you can take right now to unstick your deal. Once you’ve identified why your deal is stuck you can jump right to that chapter for solutions. These short chapters are arranged into six logical parts: Part 1 – Preventing Deals From Sticking Part 2 – Unsticking Plays Part 3 – What Causes Stuck Deals Part 4 – Strategies for Unsticking Deals Caused by Sales Issues Part 5 – Strategies for Unsticking Deals Caused by Client Indecision Part 6 – Strategies for Unsticking Deals Caused by Business Case Issues This book is for all those entrepreneurs, business leaders, and sales professionals who want to close those bloated pipelines and prevent deals from getting stuck in the first place. Reading this book will teach you how to unstick deals, shorten your sales cycle, and prevent deals from sticking to begin with. ABOUT THE AUTHOR: James Muir is the founder and CEO of Best Practice International and the bestselling author of the #1 book on closing sales – The Perfect Close: The Secret To Closing Sales, which was featured on episode 149 of The Marketing Book Podcast in 2017. James is a 30-year veteran of sales having served in every role – from individual contributor to executive VP. James has an extensive background in healthcare where he has sold to and spoken for the largest names in technology and healthcare including HCA, Tenet, Catholic Healthcare, Banner, Dell, IBM and others. And, interesting fact – he is an accomplished guitarist! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/unsticking-deals-james-muir

Transcribed - Published: 16 August 2024

The Power of Instinct: The New Rules of Persuasion in Business and Life by Leslie Zane ABOUT THE BOOK: Award-winning Fortune 500 brand consultant and behavioral expert Leslie Zane shatters conventional marketing wisdom, showing readers how to tap into the hidden brain where instinct prevails, creating a powerful network of connections that drive people to buy your product, company, or vision. People don't make decisions with their conscious mind, but on instinct. In The Power of Instinct, marketing consultant and behavioral science expert Leslie Zane shows that to grow a brand, business, or even a social movement, traditional persuasion tactics fall short. Instead, you must connect to the instinctive mind. And to do this, you need to understand the science of consumer choice and employ techniques that work with a person's brain, not against it. Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it. With a revolutionary set of rules for expanding the network, Zane shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice. With science as your guide, as well as stories from the world's most successful brands from McDonald's and Lululemon to the Yankees and Taylor Swift, you'll learn: What kind of messages create the greatest amount of positive associations; Why finding new customers accelerates growth and relying on existing ones is a trap; Why emotional stories are not enough to drive trial and long-term brand loyalty. Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job seeker, mastering the power of instinct will help supercharge your growth and make whatever you're selling the first choice for any audience. ABOUT THE AUTHOR: Leslie Zane has been turning the marketing industry on its head for the past 30 years. As the founder of Triggers, a brand consultancy firm built on the premise that instinct, rather than conscious thought guides brand decisions, Leslie has accelerated growth for Fortune 100 companies like Pepsico, Mars, Aetna, Kraft Foods, and McDonald's. Her work has been featured in Harvard Business Review, MIT Sloan Review, Forbes, Barrons, TEDx, Scientific American, and more. Leslie is a graduate of Yale University (home of the fighting Bulldogs) and later earned an MBA from Harvard Business School. And, interesting fact – at Yale, Leslie was a member of the Proof of the Pudding a capella singing group! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/power-instinct-leslie-zane

Transcribed - Published: 9 August 2024

The Consumer Behaviour Book: Exploring The Reasons Why Emotions Are So Important In Decision Making by Anthony “Tas” Tasgal ABOUT THE BOOK: Neoclassical economics assumes that most people have well-defined preferences and make well-informed, self-interested decisions based on those preferences. But in the real world, this is often not the case. The Consumer Behaviour Book combines elements of economics and psychology to help you understand how and why consumers behave the way they do. Using behavioral economics as the foundation, the author explains the anomalies in consumer choices and what influences human behavior, preferences, and decision-making. Often the case, emotional as well as economic factors play a vital role in consumer behavior. Therefore, behavioral economics can be an important aid to business and marketing strategies by understanding how consumer decisions can be influenced. ABOUT THE AUTHOR: Anthony “Tas” Tasgal is a man of many lanyards: trainer, author, TEDx speaker, brand and communications strategist, and lecturer. His area of expertise includes storytelling, insights, and behavioral economics. He is a Course Director for several organizations including the Chartered Institute of Marketing, the Market Research Society, and the Institute of Internal Communication, and he runs The Guardian masterclass on “Harnessing The Power Of Storytelling.” He is the author of several books including the award-winning The Storytelling Book: Finding the Golden Thread in Your Communications, and The Insight Book: Enhancing Your Creativity By Learning To See Things Differently which was featured on episode 448 of The Marketing Book Podcast in 2023. And, interesting fact – he is the last British author who will be interviewed on The Marketing Book Podcast. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/consumer-behaviour-book-tasgal

Transcribed - Published: 2 August 2024

Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business by Jim Kraus and Adele Revella ABOUT THE BOOK: A fresh look into understanding your prospective customer's buying decisions to influence them and win more business Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level. In a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision. In this book, you'll learn: Why understanding the buying decision is far more important than knowing a few things about the individuals or roles involved in that decision How to develop a modern Buyer Persona based on five types of buying insights that will inform nearly every marketing and sales decision you make Why interviewing recent buyers is the best way to develop your Buyer Persona and how to do it effectively How to use AI and quantitative survey research to enhance your Buyer Persona Ways to use Buyer Persona insights to increase awareness of your products and services, drive consideration, and convert more business The revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most. It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers. ABOUT THE AUTHOR: Jim Kraus is the President of Buyer Persona Institute, and a principal of Knowledge Systems & Research, Inc., a leading global market research and consulting firm. Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential Financial. And, interesting fact – he’s a personal trainer on the side! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/buyer-personas-jim-kraus

Transcribed - Published: 26 July 2024

The Smart Advertising Book: How To Deliver Advertising That Grows Your Brand by Dan White ABOUT THE BOOK: Brands today have a bewildering array of ways to communicate with their target audience. To succeed, brand owners need to know how to identify the best combination of media and how to create effective content. Much advertising is ill-chosen and poorly executed; understanding how to harness its potential provides a strong competitive advantage. This book has guidance for company leaders, marketers, and entrepreneurs in delivering effective advertising. It presents a summary of all the latest evidence and thinking about successful advertising in a clear, accessible way with inspiring examples and the author’s trademark frameworks, analogies, and hand-drawn illustrations. ABOUT THE AUTHOR: Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer. His other books include The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies, and The Smart Branding Book: How To Build A Profitable And Resilient Brand, both of which have been featured on The Marketing Book Podcast. Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies. He has advised famous, billion-dollar brands on how to thrive and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries. And, interesting fact – Dan White is now a member of a very exclusive and secretive fraternity – The Marketing Book Podcast 3-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/smart-advertising-book-dan-white

Transcribed - Published: 19 July 2024

Chaotic Change: Embracing Chaos to Drive Innovation and Growth by Nicholas Webb ABOUT THE BOOK: Chaotic Change is designed to be a comprehensive guide for leaders, innovators, and change-makers navigating the complexities of the modern business landscape. Through personal anecdotes, case studies, and practical strategies, this book provides a roadmap for managing chaotic change—a process that drives and sustains innovation. From grasping the dynamics of strategic excellence to fostering a culture of happiness and clarity within organizations, each section builds on the next, offering a holistic approach to change management. Get started on this journey, equipped with the knowledge, tools, and mindset to thrive amidst chaotic change. ABOUT THE AUTHOR: Nicholas Webb is a best-selling author, a keynote speaker on innovation, healthcare, future trends, and customer experience, and the CEO of LeaderLogic a management consulting firm that works with some of the top brands in the world. Nicholas began his career as a technologist creating award-winning innovations in healthcare, consumer, and industrial technologies. He has been awarded over 40 Patents by the U.S. Patent Office for various technologies. Nick's books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away, and Happy Work: How To Create A Culture Of Happiness, all of which have been featured on The Marketing Book Podcast. Nick is also the Producer and Host of the Award-winning Documentary Film, “The Healthcare Cure”, which was released in 2021 and won the Sedona International Film Festival’s “Audience Choice Award” for Most Impactful Film. And, interesting fact – Nick Webb and the host of The Marketing Book Podcast are both extremely proud parents of paramedics! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/chaotic-change-nick-webb

Transcribed - Published: 12 July 2024

Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson ABOUT THE BOOK: You don't have a brand—whether it's for a company or a product—until you have a name. The name is one of the first, longest-lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming. ABOUT THE AUTHOR: Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart. Rob was recently on The Marketing Book Podcast (episode 482) to discuss the 6th Edition of Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding which he co-authored with Alina Wheeler. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. And, interesting fact – Rob Meyerson was NOT consulted by Elon Musk for naming advice when renaming Twitter to X! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-naming-rob-meyerson

Transcribed - Published: 5 July 2024

The Road To Hell: How Purposeful Business Leads To Bad Marketing And A Worse World And How Human Creativity Is The Way Out by Nick Asbury ABOUT THE BOOK: The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008. Guided by the mantra 'do well by doing good', businesses embraced a social purpose agenda that sought to align doing good for society with doing well in the marketplace. According to author Nick Asbury, the result has been a wave of humorless and hubristic advertising and a spiral of worse social outcomes, as businesses wade into issues beyond their remit while neglecting their real ethical responsibilities. Diving into examples including Bud Light, Patagonia, Cadbury, and Unilever, Nick Asbury builds a compelling case against purpose - covering what it is, where it came from, how it leads to worse marketing, and how it leads to worse social outcomes. As a positive alternative, he makes the case for creativity, cognitive empathy, and valuing the human over the corporate. Amid the fierce and topical debate about purpose and corporate politics, The Road to Hell is a sharp and entertaining intervention, shedding light on how we got here - and where we go next. ABOUT THE AUTHOR: Nick Asbury is a creative writer, corporate purpose critic, poet, songsmith, humorist, and one-half of Asbury & Asbury UK. His other works include Perpetual Disappointments Diary (a demotivational journal of despair), A Smile in the Mind, Realtime Notes (3.5 years of fast poems described by critic John Self as 'the best chronicle of the 21st century), and appearances in books including The Copy Book: How Some Of The Best Advertising Writers In The World Write Their Advertising. And, interesting fact - he writes tin pan alley music! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/road-hell-nick-asbury

Transcribed - Published: 28 June 2024

Blue Goldfish 2.0: 8 Ways to Leverage AI and Data for Customer Loyalty & Marketing Innovation by Stan Phelps and Chuck Gallagher ABOUT THE BOOK: In an era where AI transforms the landscape of customer engagement, Blue Goldfish 2.0 emerges as the essential guide for businesses aiming to lead through innovation. This updated second edition shines a spotlight on the power of AI, data, and analytics, featuring over 400 case studies that exemplify how companies are elevating the customer experience. The New Frontier of Competitive Advantage As customer experience solidifies its position as the ultimate battleground for differentiation, the quest for a competitive edge becomes more challenging. Echoing the wisdom of former GE CEO Jack Welch, the book emphasizes that true advantage lies in learning about customers more rapidly and effectively than competitors and translating these insights into swift, decisive action. Blue Goldfish 2.0 presents a compelling argument that the fusion of knowledge and agility is no longer just aspirational; with AI, it's entirely achievable. This edition delves deep into how artificial intelligence, coupled with the strategic use of data and analytics, can catapult a business into unparalleled customer connection and market dominance. The Core Principles: The 3 R's & The 8 Types of Blue Goldfish At the heart of Blue Goldfish 2.0 are the foundational 3 R's: Relationship: Crafting personalization at scale. Responsiveness: Acting with speed and precision. Readiness: Anticipating customer needs before they arise. Expanding upon these principles, the book outlines eight innovative ways businesses can harness technology, data, and AI. These eight types of Blue Goldfish showcase diverse strategies for leveraging cutting-edge tools to transform insights into impactful actions. Are You Ready to Dive Into the Blue? Whether you're looking to refine your approach to customer service, overhaul your data strategy, or fully integrate AI into your operations, Blue Goldfish 2.0 offers a treasure trove of examples, techniques, and insights. It challenges readers to ask themselves, "What's my Blue Goldfish?"—inviting businesses of all sizes to explore how they can use info-sense to distinguish themselves in a crowded marketplace. Dive into Blue Goldfish 2.0 to discover how to turn the dual levers of knowledge and agility into a sustainable competitive advantage, ensuring your place at the forefront of the customer experience revolution. ABOUT THE AUTHOR: Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/blue-goldfish-2-stan-phelps

Transcribed - Published: 21 June 2024

Presentation Ready: Improve Your Sales Presentation Outcomes and Avoid the Twelve Most Common Mistakes by Terri Sjodin ABOUT THE BOOK: When it comes down to a pivotal business or sales presentation, if it doesn’t move you forward, you have got to figure out why and change it. How do you sell, persuade, or move people to action? A vital element in creating influence in today’s market is the ability to build and deliver a thought-provoking presentation. From elevator speeches to formal sales presentations, you can craft a more compelling message. Most people want to improve their presentations but don’t know where to start―and that can be costly. That is where this book can help. Terri Sjodin has done the heavy lifting and eliminated the guesswork by providing specific solutions to guide you through the process of crafting an improved presentation to use at your very next meeting (in-person, virtually, or in a hybrid environment). She shares the results of her multi-year research project―which identified twelve common sales presentation mistakes that may cost an individual the win, the deal, or the opportunity―and shows how to avoid them. Why focus on mistakes? Because you can’t improve what you don’t recognize as a problem. Presentation Ready is divided into three sections: building your case, leveraging creativity, and honing your delivery. Each chapter explores a specific presentation mistake―why it happens, and why it’s damaging, and includes practical tips on how to correct it. You may laugh or cringe at some of these confessions, stories, and observations, but they are all true. The solutions will ultimately help you course-correct to save yourself time, increase your earning potential, reduce stress, and gain greater confidence for future presentations. You will learn vicariously through the experiences of others, and use that edge to transform your presentations almost overnight. ABOUT THE AUTHOR: Terri Sjodin is one of America’s leading experts on persuasive presentations, a bestselling author, an award-winning speaker, a popular LinkedIn Learning Instructor, and the Founder of Sjodin Communications, a public speaking, sales training, and consulting firm. Her clients have included Fortune 500 companies, small businesses, national sales teams, industry associations, and even members of Congress. She is a frequent guest on television talk shows and networks including The Today Show, Bloomberg, CNN, and CNBC. Her previous book, Small Message, Big Impact, hit the New York Times, USA Today, and Wall Street Journal bestseller lists. And, interesting fact – she is a proud graduate of San Diego State Univeristy, home of the fighting Aztecs! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/presentation-ready-terri-sjodin

Transcribed - Published: 14 June 2024

Lean Marketing: More leads. More profit. Less marketing. by Allan Dib ABOUT THE BOOK: Bigger Results with Less Marketing You keep being told to do more marketing — more complex, more aggressive, and more expensive marketing. Chasing the latest bright, shiny object is exhausting. Increased efforts keep leading to disappointment. The overwhelm for entrepreneurs, marketers, and business leaders is real. There’s a better way. The lean movement has transformed manufacturing and is now revolutionizing marketing. Small, medium, and large businesses are getting bigger and better results with less marketing. In this book, you’ll discover: Why many existing marketing techniques have stopped working and what to do instead. The exact tools and tactics you need to build a devastatingly effective marketing system. How to win with a simple, structured, and systemized approach rather than failing with random acts of marketing. How to pivot from bloated, ineffective, and wasteful marketing activities to ones that compel prospects to take action. How to create a strong product-market fit so that your target market intensely desires what you have to offer. How to do marketing you’ll be proud of that works without hype, scams, or pressure. How to build a strong brand that creates goodwill and attracts ideal customers. Lean Marketing is a follow-up to the international bestselling phenomenon, The 1-Page Marketing Plan. Stop trying to outshout the other guy. Stop blunt-force conventional marketing tactics that annoy, interrupt, and repel. Stop wasting time with theoretical claptrap that doesn’t work in the real world. Get immediate traction by implementing lean marketing. ABOUT THE AUTHOR: Allan Dib is a serial entrepreneur, rebellious marketer, and technology expert. He is the author of the bestselling book The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd which was featured on episode 186 of The Marketing Book Podcast in 2018 He has started and grown multiple businesses in various industries including IT, telecommunications, and marketing. Allan grew his telecommunications business from a startup to being named by Business Review Weekly (BRW) four years later as one of Australia's fastest-growing companies – earning a spot in the coveted BRW Fast 100 list. And, interesting fact - the movie that never fails to make him laugh no matter how many times he's watched it is Office Space! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/lean-marketing-allan-dib

Transcribed - Published: 7 June 2024

Inside the Black Box: How Marketers Waste Billions in Online Advertising by Bob Hoffman ABOUT THE BOOK: In 2024, marketers will spend over $650 billion on online advertising. A substantial proportion of this - perhaps in the hundreds of billions - will be completely wasted. Not for the usual reason - their advertising stinks - but for another, darker reason. They have been cheated, conned, and robbed. It has been clear for about a decade that a great deal of online advertising is crooked. It is a black box. Money goes in and nobody knows what comes out. Between ad fraud, made for advertising sites, hidden middleman fees, crooked publishers, unreliable data, unreliable reports, viewability issues, click fraud, false attribution, consumer inattention, and the utter lack of transparency, advertisers are being fucked blind. The book should be of particular value to executives (like CEOs and CFOs) who cross their fingers and hope their marketing people know what they're talking about (Spoiler alert: They don't.) It's also for marketing people who believe their suppliers give them accurate information (Spoiler alert: They don’t.) It's also for media buyers who think they know what they're buying (Spoiler alert: They don't.) It is written in simple English, so you don't have to be a tech-head to get it. And, best of all – the book is free! ABOUT THE AUTHOR: Bob Hoffman is the author of several best-selling books about advertising. He is also one of the most sought-after international speakers on advertising and marketing. His books include: Marketing Stinx ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy Advertising for Skeptics Laughing at Advertising BadMen: How Advertising Went From A Minor Annoyance To A Major Menace AND Marketers Are From Mars, Consumers Are From New Jersey ... all of which have been featured on The Marketing Book Podcast. He is the creator of the popular “Ad Contrarian” blog, named one of the world's most influential marketing and advertising blogs by Business Insider. Bob was the CEO of two independent agencies and the U.S. operation of an international agency. Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. And, interesting fact – he is now a member of a VERY exclusive club with 3 other authors - The Marketing Book Podcast 7-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/inside-black-box-bob-hoffman

Transcribed - Published: 31 May 2024

Dear listeners, all good things must come to an end so I’m making this short announcement to let you know that I’m going to stop producing The Marketing Book Podcast and happily fade away from the world of marketing and sales. Have a listen to why I'm bowing out from what has been a lot of fun for me and what's next!

Transcribed - Published: 29 May 2024

The Content Entrepreneur: Critical Strategies to Accelerate Your Success As a Content Creator by Joe Pulizzi and Friends ABOUT THE BOOK: From “The Godfather of Content Marketing” comes business-changing insights from 33 experts on the proven way to build a content business. In this comprehensive guide for serious content creators, you’ll find critical strategies to accelerate your success as you move from content creator to content entrepreneur. The Content Entrepreneur walks you through the entire content creation process, showing you how to: Start and set up your content business How to choose your content niche and platform Which technology to choose (including leveraging AI) Strategies to build and keep a loyal audience How to repurpose your content Create a marketing plan for the long run Generate multiple forms of revenue Plan for long-term growth Set the right goals for your business and family situation This comprehensive guide includes over 40 chapters from 33 of the leading content experts on the planet ranging from audience building to revenue generation. The authors of this book have “been there, done that” and share their years of experience to help you become the content entrepreneur you’ve always dreamed of. ABOUT THE AUTHOR: Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, the content entrepreneur event Creator Economy Expo (CEX), and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. Joe is best known for his work in content marketing, first using the term in 2001, then launching Content Marketing Institute and the Content Marketing World event. He has two weekly podcasts, the motivational Content Inc. podcast, and the content news and analysis show This Old Marketing with Robert Rose. His foundation, The Orange Effect, delivers speech therapy and technology services to over 350 children in 35 states. And, interesting fact – he is now a member of a VERY exclusive club - The Marketing Book Podcast 7-Timers Club! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/content-entrepreneur-joe-pulizzi

Transcribed - Published: 24 May 2024

Social Media Explained 3.0: Marketing Success in the AI Era by Mark Schaefer ABOUT THE BOOK: In this third and completely revised edition of his classic book, bestselling author and college educator Mark Schaefer explains why many marketers are "sleepwalking" through the social media world because they haven't kept up with new consumer trends. Schaefer untangles the world's least understood business practices in his easy-to-understand personal style. Social Media Explained 3.0 is perfect for the busy executive, business owner, entrepreneur, or student who needs a quick and simple explanation of "what to do." The book provides insights into how social media fits into the modern marketing eco-system, including: How social media strategy has dramatically changed. In fact, it's not a strategy at all! Unique insights into the role of content, engagement, and timing Practical ideas to initiate and measure a paid strategy The growing impact of AI on social media effectiveness Insights into measuring results Case studies illustrating social media success Answers to the biggest questions about measurement, organization, and budgeting This is your marketing path forward. This is Social Media Explained. ABOUT THE AUTHOR: Mark Schaefer is among the world's most recognized marketing authorities, a global keynote speaker, college educator, marketing consultant, podcast host, and author. Mark has worked in global sales, PR, and marketing positions for over 30 years and now provides Consulting Services through Schaefer Marketing Solutions. He specializes in marketing training and strategy with clients as diverse as Dell, Johnson & Johnson, Adidas, and the US Air Force. He has advanced degrees in marketing and organizational development and is a faculty member of The Graduate Studies program at Rutgers University. A career highlight was studying under Peter Drucker while Mark earned his MBA. And, interesting fact – this is Mark’s 10th book interview on The Marketing Book Podcast, more than any of the over 350 authors who have been guests on the show! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/social-media-explained-3-mark-schaefer

Transcribed - Published: 17 May 2024

The ABM Effect: How to Win, Retain, and Grow Valuable Clients for Market-Beating Growth by Alisha Lyndon ABOUT THE BOOK: Conventional sales and marketing strategies typically involve pitching to broad markets to establish brand recognition and stimulate demand, ultimately leading to revenue generation. However, a more efficient and impactful approach is to acknowledge and treat each client as a distinct market in its own right. Account-Based Marketing (ABM), pioneered by Alisha Lyndon, is quickly emerging as the number one growth strategy for firms selling high-value solutions to large and complex clients. Packed with real-life stories and insights, this book reveals how-to approaches for: Enabling clients to make purchase decisions by meeting them on their terms and overcoming buyer caution Removing friction from the buying processes through the alignment of selling and marketing efforts Navigating the dynamics of buying teams, fostering genuine connections, and cultivating trust-based relationships The ABM Effect provides a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients. ABOUT THE AUTHOR: Alisha Lyndon pioneered the idea of Account-Based Marketing to drive growth in strategic accounts. She is Chief Executive at Momentum ITSMA, which she founded in 2011, advising global technology, professional, and financial services firms on growth strategies, key account development, and team alignment. Before Momentum ITSMA, Alisha spent 10 years in growth roles at technology firms, including Microsoft. Alisha is also the host of the Account-Based Marketing podcast, is a regular contributor to Forbes, and is a speaker on growth topics. And, interesting fact - she is living in the 4th house she designed herself! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/abm-effect-alisha-lyndon

Transcribed - Published: 10 May 2024

They Ask You Answer: Ein Revolutionär Simpler Ansatz Für Mehr Erfolg In Vertrieb Und Marketing, Angepasst An Die Digitalen Konsumenten Von Heute ABOUT THE BOOK This is the German-language edition of the bestseller "They Ask, You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer" by Marcus Sheridan, featured on episode 258 of The Marketing Book Podcast in 2019. This interview starts in English and then is in German. ABOUT THE AUTHOR René Neubach is the founder of Content Glory. Born and raised in Vienna René has spent the last 25 years in different areas of digital marketing before joining the pharmaceutical industry in various marketing positions both in Europe and globally. For the last ten years, René has worked as a consultant and business coach, focusing on developing content strategies for his clients and coaching marketing and salespeople to implement these strategies and tactics in their companies successfully. ABOUT THE GUEST HOST Torsten Herrmann is a digital marketing consultant and Managing Director of the online marketing consultancy Chain Relations GmbH in Frankfurt and Leipzig. Chain Relations is a digital marketing agency specializing in online lead generation and demand generation in B2B industries. For over 25 years, he has supported B2B companies of all sizes in developing and optimizing their marketing and sales strategies. He hosts the German-language podcast “Lasst die Kunden Kommen,” which is the same name as his business novel about inbound marketing and account-based marketing.

Transcribed - Published: 7 May 2024

Public Speaking with Confidence: How to Overcome Anxiety and Deliver Unforgettable Presentations by Philipp Humm ABOUT THE BOOK: You’ve probably tried to speak in public a few times before. Maybe your heart started racing, you had difficulty breathing, or you forgot what you wanted to say. You've tried a few different strategies, but nothing has worked. It sucks, right? Philipp Humm knows the struggle you’re going through right now. For years, speaking in public was the single thing he was most afraid of. Until he discovered the techniques you’re about to learn. In this book, you’ll master the techniques that have helped him overcome his fear of public speaking and feel excited to speak in public. They are the same techniques he used to prepare for his TEDx talk, which he’s taught in his workshops with companies including Google, Oracle, ASICS, Visa, Salesforce, Metlife, and EON. Some of the exercises are a bit unconventional. Some are weird. But they’re also the most effective in helping you feel confident about speaking in public. In this step-by-step guide, you’ll discover how to: Give fewer f*cks about what other people think of you Structure your presentations following an effective 9-step process Turn any boring speech into a captivating performance Rehearse your presentation like a professional actor Get yourself into the zone with a powerful 10-minute warm-up routine The techniques you’re about to learn have changed Philipp Humms’ life, and they’ve turned thousands of his clients into charismatic speakers. They will help you: Get promoted faster Become the trusted expert in your industry Close more deals Teach and mentor others Be the most interesting person to talk to, overcome your anxiety, and feel excited to speak in public! ABOUT THE AUTHOR: Philipp Humm is on a mission to help professionals worldwide reach their full potential through confident, authentic, impactful communication. He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond. His clients include Google, Visa, and Oracle, to name a few. Before his speaking career took off, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone. He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York City while earning his MBA at Columbia University. His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization. He is also the author of The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales which was featured on episode 463 of The Marketing Book Podcast in 2023. And, interesting fact - according to page 18 of his previous book The StorySelling Method, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.” Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/public-speaking-confidence-philipp-humm

Transcribed - Published: 3 May 2024

The Customer Copernicus: How to be Customer-Led by Charlie Dawson and Seán Meehan ABOUT THE BOOK: Some companies are great for customers – they care and change whole markets to work better for the customers they serve. Think of Amazon, easyJet and Sky. They make things easier and improve what matters – obvious, surely? They have also enjoyed huge business success, growing and making plenty of money. The Customer Copernicus answers the following question: if it’s obvious and attractive, why is it so rare? And then it answers a second question because Tesco, O2, and Wells Fargo were like this once. Why, having mastered it, would you ever stop? Because all three did, and two ended up in court. The Customer Copernicus explains how to become and how to stay customer-led. Essential reading for leaders and teams who want their organizations to stay competitive by developing a more purposeful and innovative culture. ABOUT THE AUTHOR: Charlie Dawson is the founder of The Foundation, a London-based consultancy established in 1999 to help organizations become customer-led to generate more decisive and sustained commercial success. He started his career in advertising. And, interesting fact - he earned an engineering degree from The University of Cambridge! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/customer-copernicus-charlie-dawson

Transcribed - Published: 26 April 2024

The Unsold Mindset: Redefining What It Means to Sell by Colin Coggins & Garrett Brown ABOUT THE BOOK: This Wall Street Journal bestseller is captivating readers of Adam Grant, Dan Pink, and James Clear and has been called "a life-changing book as much about life as it is about selling." What if the greatest salespeople on the planet are the opposite of who you think they are? Everyone sells, every day. It's why the most successful people are so good at selling themselves, their ideas, or their products. Yet when people hear the word "sales" they think of some version of the overly confident, manipulative, "don't-take-no-for-an-answer" stereotype. Because of these misperceptions, when they find themselves in a situation where they need to sell, they feel compelled to put on the persona of a "good salesperson." But there's a disconnect between who we think good salespeople are and who they actually are. In any room, they're not the most self-confident, they're the most self-aware. They're not the most sociable, they're the most socially aware. And they don't succeed despite obstacles, they succeed because of obstacles. Colin Coggins & Garrett Brown sought out some of the most successful people from all walks of life, including CEOs, entrepreneurs, doctors, trial lawyers, professional athletes, agents, military leaders, artists, engineers, and countless others in between in hopes of understanding why they're so extraordinary. They found that as different as all these incredible people were, they all had an eerily similar approach to selling. It didn't matter if they were perceived as optimists or pessimists, logical or emotional, introverted or extraverted, jovial or stoic - they were all unsold on what it meant to sell and unsold on who people expected them to be. The Unsold Mindset reveals a counterintuitive approach to not just selling, but life. This book is not about "building rapport," "objection handling," or "trial closes." It's a journey toward an entirely new mindset — because the greatest sellers on the planet aren't successful because of what they do, they're successful because of what they think. Being a good person and a good salesperson aren't mutually exclusive. The Unsold Mindset will change the way you think about selling and the way you think about yourself. ABOUT THE AUTHORS: Colin Coggins and Garrett Brown are long-time sales leaders, practitioners, teachers, and best friends. They met at software startup Bitium, which they helped lead to an acquisition by Google. They teach the popular course they created, "Sales Mindset for Entrepreneurs," at the University of Southern California's Marshall School of Business. They are also investors, corporate advisors, and co-founders of Agency18, a firm that helps mission-driven companies adopt the Unsold Mindset. Sought after as keynote speakers and guest lecturers, they love connecting with audiences from diverse industries, professions, and backgrounds and showing them that it's possible to successfully sell without being someone you're not. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/unsold-mindset-coggins-brown

Transcribed - Published: 19 April 2024

Immersion: The Science of the Extraordinary and the Source of Happiness by Paul Zak ABOUT THE BOOK: No one raves about boring movies, bland customer service experiences, or sleep-inducing classes. The world is rapidly transforming into an experience economy as people increasingly crave extraordinary experiences. Experience designers, marketers, entertainment producers, and retailers have long sought to fill this craving. Now, there’s a scientific formula to consistently create extraordinary experiences. The data shows that those who use this formula increase the impact of experiences tenfold. Creating the extraordinary used to be extraordinarily hard. Immersion offers a framework for transforming nearly any situation from ordinary to extraordinary. Based on twenty years of neuroscience research from his lab and innumerable client applications, Dr. Paul J. Zak explains why brains crave the extraordinary. Clear instructions and examples show readers exactly how to create amazing experiences for customers, prospects, employees, audiences, and learners. You can guess if your experience will be extraordinary—or you can apply the insights from Immersion to ensure it is. ABOUT THE AUTHOR: Dr. Paul J. Zak is a Professor of economics, psychology, and management at Claremont Graduate University and is one of the most cited scientists with over 200 published papers and more than 20,000 citations to his research. Paul’s two decades of research have taken him from the Pentagon to Fortune 50 boardrooms to the rainforest of Papua New Guinea. Along the way, he helped start several interdisciplinary fields including neuroeconomics, neuromanagement, and neuromarketing. His other books include Trust Factor: The Science of Creating High-Performance Companies and The Moral Molecule: How Trust Works. Paul is also a four-time tech entrepreneur; his current company, Immersion Neuroscience, is a software platform that allows anyone to measure what the brain loves in real time to improve outcomes in entertainment, education and training, advertising, and live events. He frequently appears in the media in such places as Good Morning America, Dr. Phil, Fox & Friends, ABC Evening News, and his work has been reported in The New York Times, The Wall Street Journal, USA Today, Time, The Economist, Scientific American, Fast Company, Forbes and many other publications. And interesting facts – he met his wife on a flight from Cincinnati to LA, he served as a relationship expert on the Dr Phil show and ABC’s hit TV show The Bachelor, and he created a Valentine's Day experiment for NBC's Today Show! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/immersion-paul-zak

Transcribed - Published: 12 April 2024

Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding 6th Edition by Alina Wheeler and Rob Meyerson ABOUT THE BOOK: Revised and updated sixth edition of the best-selling guide to branding fundamentals, strategy, and process. It’s harder than ever to be the brand of choice―in many markets, technology has lowered barriers to entry, increasing competition. Everything is digital and the need for fresh content is relentless. Decisions that used to be straightforward are now complicated by rapid advances in technology, the pandemic, political polarization, and numerous social and cultural changes. The sixth edition of Designing Brand Identity has been updated throughout to address the challenges faced by branding professionals today. This best-selling book demystifies branding, explains the fundamentals, and gives practitioners a roadmap to create sustainable and successful brands. With each topic covered in a single spread, the book celebrates great design and strategy while adding new thinking, new case studies, and future-facing, global perspectives. Organized into three sections―brand fundamentals, process basics, and case studies―this revised edition includes: Over 100 branding subjects, checklists, tools, and diagrams More than 50 all-new case studies that describe goals, processes, strategies, solutions, and results New content on artificial intelligence, virtual reality, social justice, and evidence-based marketing Additional examples of the best/most important branding and design work of the past few years Over 700 illustrations of brand touchpoints More than 400 quotes from branding experts, CEOs, and design gurus Whether you’re the project manager for your company’s rebrand or you need to educate your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. From research to brand strategy, design execution to launch and governance, Designing Brand Identity is a compendium of tools for branding success and best practices for inspiration. ABOUT THE AUTHOR: Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm. Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia. His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart. An experienced namer, Rob is the author of Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider. And, interesting fact – he’s 6 feet 5 inches tall! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/designing-brand-identity-rob-meyerson

Transcribed - Published: 5 April 2024

B2B Social Selling Strategy: Connect with Customers, Build Relationships, and Drive Sales by Julie Atherton ABOUT THE BOOK: Social media, when deployed strategically and effectively in B2B channels, offers a uniquely personal long-term networking opportunity for sales teams and business professionals. For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting. Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or ineffective modes of engagement. B2B Social Selling Strategy provides a clear framework for identifying the right social channels, connecting with potential and existing customers, and measuring success against objectives and KPIs. Featuring original research, case studies, and interviews with industry professionals, the book also shows how to generate content to attract attention and gain trust, work with B2B influencers, and create a social selling culture. Exploring how to build your personal brand in synergy with your business and integrate social selling with other sales and marketing channels, it is supported by online interactive tools and templates to be used to create and execute your own social selling strategy. Written by a recognized social media expert, B2B Social Selling Strategy is an indispensable guide for B2B sales, marketing, and social media professionals. ABOUT THE AUTHOR: Julie Atherton is the founder of the social media transformation advisory and marketing consultancy Small Wonder. A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth. Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector. She is also the author of Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement which was featured on episode 477 of the Marketing Book Podcast. Her books are widely used by PR, marketing and sales professionals, and universities. And, interesting fact – she is not the Julie Atherton who is the British actress, singer and director! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/b2b-social-selling-strategy-julie-atherton

Transcribed - Published: 29 March 2024

MKTG STINX by Bob Hoffman ABOUT THE BOOK: From the Author – "There have been thousands of books and articles extolling the virtues of marketing and advertising. But I don't think there has ever been one about how stupid and wasteful most of it is. Well, now there is." ABOUT THE AUTHOR: Bob Hoffman is the author of several best-selling books about advertising. He is also among the most sought-after international speakers on advertising and marketing. His books include, ADSCAM: How Online Advertising Gave Birth to One of History's Greatest Frauds, and Became a Threat to Democracy, Advertising for Skeptics, Laughing at Advertising, BadMen: How Advertising Went From A Minor Annoyance To A Major Menace, and Marketers Are From Mars, Consumers Are From New Jersey – all of which have been featured on The Marketing Book Podcast. He is the creator of the popular “Ad Contrarian” blog, named one of the world's most influential marketing and advertising blogs by Business Insider. Bob was the CEO of two independent agencies and the U.S. operation of an international agency. Bob's commentary has appeared in the BBC World Service, The Wall Street Journal, The New York Times, MSNBC, The Financial Times, The Australian, New Zealand Public Broadcasting, Fox News, Sky News, Forbes, Canadian Public Broadcasting, and many other news outlets throughout the world. And, interesting fact – in his youth, he responded to a want ad and was hired to be a writer of adult fiction. He lasted one day at that job. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/mktg-stinx-bob-hoffman

Transcribed - Published: 22 March 2024

The Brand Benefits Playbook: Why Customers Aren't Buying What You're Selling--And What to Do About It by Allen Weiss and Debbie MacInnis ABOUT THE BOOK: From two of the world’s leading experts on branding, brand benefits, and positioning, this strategic guide reveals how focusing on brand benefits can transform organizations and help them win in the marketplace. Today’s customers think less about products and more about brands, no matter whether those brands are organizational, nonprofit, individuals, or service-oriented. Customers also care less about the features of your product—what it has—than about its benefits—what it does for them. While this sounds like common sense, shockingly few organizations actually conduct business this way. Drs. Allen Weiss and Debbie J. MacInnis, professors and branding, brand benefits, and positioning experts, are about to change that. In The Brand Benefits Playbook, Weiss and MacInnis help readers understand, and transition to, a benefits-based model. This focus on customer benefits will teach organizations: What market they are in (or could be operating in) How customers perceive their brand (and that of their competitors) in terms of benefits The most effective way to segment a market and position a brand in terms of benefits How to deliver benefits throughout the customer journey How a focus on benefits facilitates growth Evidence-based, integrated, and simple, this innovative approach can be applied to all markets—and ensures that any brand can deliver the benefits its customers truly want. ABOUT THE AUTHOR: Allen Weiss, PhD, is the founder and CEO of MarketingProfs, LLC, the largest B2B marketing training, consulting, and event company dedicated to helping large organizations, teams, and individuals execute marketing campaigns that drive actual results. He is also a consultant, conference speaker, and Emeritus Professor at USC. Dr. Weiss has developed a rigorous process for benefit positioning in his consulting with global technology companies. His work can be seen in tech brands including Intel and Texas Instruments, and categories like banks and insurance companies. And, interesting facts - he has an engineering degree and was in a band that opened for major recording acts like Lynyrd Skynyrd Bonnie Raitt, and Kenny Loggins! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-benefits-playbook-allen-weiss

Transcribed - Published: 15 March 2024

Organic Social Media: How to Build Flourishing Online Communities by Jenny Li Fowler ABOUT THE BOOK: Organizations and institutions focused on community building have a built-in group of ambassadors who embrace their message and vision. Social media managers have a unique opportunity to lean into this loyalty by creating a social presence informed by this digital engagement. In Organic Social Media, Jenny Li Fowler outlines the important steps that social media managers need to take to enhance an organization's broader growth objectives. Fowler breaks down the important questions to help readers determine the best platforms to invest in, how they can streamline the approval process and other essential strategic steps to create an organic following on social platforms. Organic Social Media explains how to elevate the key growth objectives of a brand by creating or recreating its online presence. Early chapters walk readers through the planning phase, the process of strategic goal setting, platform selection, resource management, and content discovery. Later chapters focus on executing these established plans and offer a strategic way to build a content calendar and track the success of social. With this book, social media managers will future-proof the online presence of any organization. ABOUT THE AUTHOR: Jenny Li Fowler is the director of social media strategy at the Massachusetts Institute of Technology (MIT). She is in charge of developing and executing Institute-wide social media initiatives and campaigns and provides social media consultation and direction for more than 250 departments, labs, and centers. She also manages MIT’s flagship X, Facebook, Instagram, LinkedIn, Threads and TikTok accounts. Before MIT, she served as Social Media Manager and Web Editor for the Harvard Kennedy School of Government. And, interesting fact – earlier in her career she was a TV reporter and news anchor! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/organic-social-media-jenny-li-fowler

Transcribed - Published: 8 March 2024

Social Media Strategy: A Practical Guide to Social Media Marketing and Customer Engagement by Julie Atherton ABOUT THE BOOK: Social media marketing is no longer optional. This book unpacks the winning formula for effective social media marketing complete with comprehensive updates and the latest developments. Integrated marketing and PR strategies are a requirement for all businesses. However, with the explosion of social media and content marketing, many organizations still struggle to know which channels to invest in and how to maximize their impact. Social Media Strategy gives clear guidance with a simple structured approach to executing campaigns that work. It provides a blueprint for planning, delivering, and measuring social media's contribution to your business through: Identifying and targeting audience segments Maximizing social search Enhanced reputation management Managing a diversified influencer portfolio Selecting the right channels for organic and paid social Creating a process and structure to improve efficiencies Using appropriate technology including AI With explanations of best-practice tools and practical downloadable templates, this new edition includes new and updated interviews and case studies from industry leaders, influencers, and brands including TUI, Greggs, Lego, Ryan Air, and National Geographic. Social Media Strategy delivers a long-term solution for maximizing social media-led business development. ABOUT THE AUTHOR: Julie is the founder of the social media transformation advisory and marketing consultancy Small Wonder. A business leader, public speaker, consultant, and strategist with over 30 years of experience, she specializes in training and advising organizations from global brands to educational organizations and social enterprises on how to embed social media in their strategic development and growth. Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand, and business strategy across almost every sector. She is also the author of B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales and her books are widely used by PR, marketing and sales professionals, and universities. And, interesting fact – she once went paragliding in the Alps! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/social-media-strategy-julie-atherton

Transcribed - Published: 1 March 2024

The Perfect Story: How to Tell Stories that Inform, Influence, and Inspire by Karen Eber ABOUT THE BOOK: Learn how to take any story and make it perfect—from storytelling expert Karen Eber, whose popular TED Talk on the subject continues to be a source of inspiration for millions. What makes a story perfect? How do you tell the perfect story for any occasion? We live in a story world. Stories are a memorable and engaging way to differentiate yourself, build connection and trust, create new thinking, bring meaning to data, and even influence decision-making. But how do you turn a good story into a great story that informs, influences, and inspires? In The Perfect Story, Karen Eber—leadership consultant, professional keynote storyteller, and TED speaker—shares the science of storytelling to teach you to: Leverage the Five Factory Settings of the Brain to hack the art of storytelling Build a toolkit of endless story ideas Define the audience for your story Apply a memorable story structure Engage senses and emotions Tell stories with data Avoid common storytelling mistakes Use your body to tell dynamic stories Ensure your story doesn't manipulate Navigate and embrace the vulnerability of storytelling Without relying on complicated models or one-size-fits-all prescriptions, this book makes storytelling accessible with practical and impactful steps for anyone to tell the perfect story for any occasion. Through interview vignettes, The Perfect Story also shares approaches from different storytellers, including the Sundance Institute cofounder, an executive producer of The Moth, the former creative director at Pixar, the TED Radio Hour podcast host, and many more. Whether you are leading a team, giving a presentation, hosting a podcast, selling a product or service, interviewing for a job, or giving a toast at a wedding, The Perfect Story will help you take your stories and make them perfect. ABOUT THE AUTHOR: Karen Eber is a bestselling author, international consultant, and keynote speaker. Her TED Talk: 'How Your Brain Responds To Stories – And Why They’re Crucial For Leaders,' continues to be a source of inspiration for millions. Karen was previously a Head of Culture, Chief Learning Officer, and Head of Leadership Development at General Electric and Deloitte. As the CEO and Chief Storyteller of Eber Leadership Group, Karen helps companies build leaders, teams, and culture one story at a time, working with Fortune 500 companies like General Electric, Microsoft, Kraft Heinz, Facebook, and the Big 4 Consulting Companies. She guest lectures at universities including the London School of Business, Stanford, and MIT, and is a frequent contributor to publications like Fast Company, Business Insider, TED, Forbes, Inc, and Entrepreneur. And, interesting fact – she has one brown eye and one green eye! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/perfect-story-karen-eber

Transcribed - Published: 23 February 2024

Second Skin: Tales and Truths from the Mosh Pit of Life by Jason Miller ABOUT THE BOOK: Second Skin is a raw and unfiltered memoir that thrusts you into the author’s turbulent journey of self-discovery toward becoming a leading voice in B2B digital marketing. Battling mental health demons, grappling with the “what the fuck am I gonna do?” dilemma, and narrowly avoiding getting swallowed by life’s uncertainties. Amid adversity, heavy metal emerges as their saving grace, providing an outlet for their pain and a glimmer of hope amidst the darkness. This gripping narrative unfolds against the backdrop of a crumbling music industry, where the author encounters amusing anecdotes that shed light on just how screwed up the music business can be. As the industry crumbles around them, the author encounters hilarious anecdotes that expose the absurdity of it all. With a devil-may-care attitude and a cockeyed plan for reinvention, they dive headfirst into the wild world of B2B marketing, merging heavy metal madness with marketing brilliance. Brace yourself for a fast and furious tale that explores the depths of mental health struggles, celebrates the triumph of embracing passion, and leaves you howling with laughter at the sheer fuckery of the business. Get ready for a wild ride that proves you can rock your way through the darkest times and come out stronger, louder, and more resilient. This is a metalhead’s journey of becoming. ABOUT THE AUTHOR: Jason Miller is a digital B2B marketer who has held senior marketing roles at LinkedIn, Marketo, and Active Campaign. Before entering the B2B space, he spent 10 years at Sony Music developing and executing marketing campaigns around the biggest names in music. He is a popular keynote speaker, digital marketing instructor at the University of California, Berkeley, and best-selling author of Welcome To The Funnel: Proven Tactics To Turn Your Social Media And Content Marketing Up To 11, which was featured on episode 28 of The Marketing Book Podcast in 2015. Also an accomplished rock photographer, Jason photographs the world's biggest rock stars on stages across Europe and the US. He has shot more than 1 million photos, interviewed thousands of musicians, and documented and published his work in the limited edition book Down In Front. His photos have been featured in Vive Le Rock magazine and on album covers of diverse artists from Warrior Soul to the comeback album of Pop Princess Tiffany. And, interesting fact – he is NOT the Jason Miller who is the author of Sex, Sorcery, and Spirit: The Secrets of Erotic Magic! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/second-skin-jason-miller

Transcribed - Published: 16 February 2024

The AI Playbook: Mastering the Rare Art of Machine Learning Deployment by Eric Siegel ABOUT THE BOOK: In his bestselling first book, Eric Siegel explained how machine learning works. Now, in The AI Playbook, he shows how to capitalize on it. The greatest tool is the hardest to use. Machine learning is the world's most important general-purpose technology—but it's notoriously difficult to launch. Outside Big Tech and a handful of other leading companies, machine learning initiatives routinely fail to deploy, never realizing value. What's missing? A specialized business practice suitable for wide adoption. In The AI Playbook, bestselling author Eric Siegel presents the gold-standard, six-step practice for ushering machine learning projects from conception to deployment. He illustrates the practice with stories of success and of failure, including revealing case studies from UPS, FICO, and prominent dot-coms. This disciplined approach serves both sides: It empowers business professionals, and it establishes a sorely needed strategic framework for data professionals. Beyond detailing the practice, this book also upskills business professionals—painlessly. It delivers a vital yet friendly dose of semi-technical background knowledge that all stakeholders need to lead or participate in machine learning projects, end to end. This puts business and data professionals on the same page so that they can collaborate deeply, jointly establishing precisely what machine learning is called upon to predict, how well it predicts, and how its predictions are acted upon to improve operations. These essentials make or break each initiative—getting them right paves the way for machine learning's value-driven deployment. A note from the author: What kind of AI does this book cover? The buzzword AI can mean many things, but this book is about machine learning, which is a central basis for—and what many mean by—AI. To be specific, this book covers the most vital use cases of machine learning, those designed to improve a wide range of business operations. ABOUT THE AUTHOR: Eric Siegel, Ph.D. is a leading consultant and former Columbia University professor who helps companies deploy machine learning. He is the founder of the long-running Machine Learning Week conference series, the instructor of the acclaimed online course “Machine Learning Leadership and Practice – End-to-End Mastery,” executive editor of The Machine Learning Times, and a frequent keynote speaker. His previous book is the bestselling "Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die," which has been used in courses at hundreds of universities and was featured on episode 74 of The Marketing Book Podcast in 2016. Eric’s interdisciplinary work bridges the stubborn technology/business gap. At Columbia, he won the Distinguished Faculty award when teaching graduate computer science courses in ML and AI. Later, he served as a business school professor at the University of Virginia Darden School of Business. Eric's many media appearances include Bloomberg TV and Radio, Business News Network (Canada), Israel National Radio, NPR Marketplace, Radio National (Australia), Businessweek, CBS MoneyWatch, The European Business Review, The Financial Times, Forbes, Harvard Business Review, The Huffington Post, The New York Times, Newsweek, Scientific American, The Wall Street Journal, and The Washington Post. And, interesting fact – he is a dancing machine! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/ai-playbook-eric-siegel

Transcribed - Published: 9 February 2024

The Sale Is In The Tale by John Livesay ABOUT THE BOOK: John Livesay, a keynote speaker and author of the business book Better Selling Through Storytelling, presents us with a business fable set in Austin, Texas. It is about a sales representative whose old ways of selling are not working anymore. With the help of his colleague, he learns how to use storytelling in his sales meetings, which wins him more sales success than ever before. As a result, he becomes irresistible to his clients. The Sale Is in the Tale reveals approaches that reach beyond business. They apply to many aspects of life, as the sales rep learns how to strengthen his soft skills. The reader accompanies the rep on his journey and learns how to use storytelling and strengthen their soft skills to improve their professional and personal relationships. By applying the methodology from The Sale Is in the Tale you will: Double your closing ratio Learn how to get people to go from saying "I'm interested" to "I'm in" Go from pushy to persuasive Tug at heartstrings to get people to open their purse strings Stop drowning in the sea of sameness ABOUT THE AUTHOR: John Livesay, aka The Pitch Whisperer, is a keynote speaker on storytelling as a sales tool, marketing, negotiation, and persuasion. As a keynote speaker, John shares lessons from his award-winning career at Conde Nast to teach sales teams how to become irresistible so they are magnetic to their ideal clients. His TEDx talk has over 1,000,000 views. His other books are: Better Selling Through Storytelling: The Essential Roadmap to Becoming a Revenue Rockstar with a Foreword by Tim Sanders (2019) The Successful Pitch: Conversations About Going from Invisible to Investable with a Foreword by Judy Robinett (2016) The 7 Most Powerful Selling Secrets: Soar Your Way to Success With Integrity, Passion and Joy (2004) John is a guest lecturer on leveraging the power of storytelling in sales at several universities including the University of Texas at Austin, Pepperdine Graduate Business School, and the University of Chicago Booth School of Business. And, interesting fact – he was once a lifeguard! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/sale-tale-john-livesay

Transcribed - Published: 2 February 2024

Marketing 6.0: The Future Is Immersive by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan ABOUT THE BOOK: In Marketing 6.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Readers will learn about: The building blocks of metamarketing Generation Z and Generation Alpha and the technologies they use daily How to tap into metaverses and extended reality The potential obstacles and solutions for creating a more interactive and immersive experience Marketing has evolved to address global challenges and changing customer expectations. Incorporating sustainability themes and new technologies for customer engagement is essential for businesses to remain relevant. Indeed, marketing has shifted from traditional to digital, but most customers still value some forms of human interaction. As a result, multichannel and omnichannel marketing have become popular among marketers aiming to leverage both traditional and digital engagement. Metamarketing goes beyond that and offers a genuine physical and digital convergence by providing a more interactive and immersive customer experience across physical and digital spaces. ABOUT THE AUTHOR: Philip Kotler is professor emeritus of marketing at the Kellogg School of Management, Northwestern University, where he held the S.C. Johnson & Son Distinguished Professor Of International Marketing. He is one of the world's leading authorities on marketing, widely regarded as the “father of modern marketing," author of over 90 books, recipient of numerous awards and honorary degrees from schools around the world, and voted as the Number 1 Guru In Management in the list of Top 30 Gurus Of Management (2022). The Wall Street Journal ranks him among the top six most influential business thinkers. He holds an MA from the University of Chicago and a PhD from MIT, both in economics. Philip has an incredible international presence - his books have been translated into more than 25 languages, and he regularly speaks on the international circuit. And, interesting fact - he’s 92 years old! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/marketing-6-philip-kotler

Transcribed - Published: 26 January 2024

Overdeliver: Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing by Brian Kurtz ABOUT THE BOOK: Brian Kurtz is the bridge connecting the bedrock fundamentals of direct response marketing to today's state-of-the-art strategies, tactics, and channels. Overdeliver distills his expertise from working in the trenches over almost four decades to help readers build a business that maximizes both revenue and relationships. Marketing isn't everything, according to Brian Kurtz. It's the only thing. If you have a vision or a mission in life, why not share it with millions instead of dozens? And while you are sharing it with as many people as possible and creating maximum impact, why not measure everything and make all of your marketing accountable? That's what this book is all about. In the world of direct marketing, Brian Kurtz has seen it all and done it all over almost four decades. And he lives by the philosophy, "Those who did it have a responsibility to teach it." Here's a small sample of what you'll learn: The 4 Pillars of Being Extraordinary The 5 Principles of why "Original Source" matters The 7 Characteristics that are present in every world-class copywriter Multiple ways to track the metrics that matter in every campaign and every medium, online and offline Why customer service and fulfillment are marketing functions That the most important capital you own has nothing to do with money And much more Whether you're new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you're doing while you're doing it. Kurtz takes you inside the craft to help you use all the tools at your disposal--from the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing, and more–so you can succeed wildly, exceed all your expectations, and overdeliver every time. ABOUT THE AUTHOR: Brian Kurtz has been a direct marketer for over 40 years and never met a medium he didn't like...and while he's had much success, he admits that trying to sell subscriptions and books on the back of ATM receipts and under yogurt lids was only "a good idea at the time..." For over 34 years at Boardroom Inc., he was responsible for mailing nearly 2 billion pieces of direct mail (and he did NOT lick every stamp!). He was also responsible for the distribution of millions of other impressions and promotions in a wide variety of alternate media, both offline and online, using the latest direct marketing techniques while working with many legendary copywriters and consultants. Under Brian's marketing leadership during his tenure at Boardroom, revenues went from approximately $5 million to over $150 million. Today he consults and works with direct response marketing companies and entrepreneurs directly and through his mastermind groups. Brian is also the co-author with Craig Simpson of The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand. And, interesting fact – he is a Little League baseball umpire! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/overdeliver-brian-kurtz

Transcribed - Published: 19 January 2024

Standout Startup: The Founder’s Guide to Irresistible Marketing That Fuels Growth by Allyson Letteri ABOUT THE BOOK: Discover the powerful process that top VC-backed startups use to create an effective marketing strategy with Standout Startup. This book is your ultimate marketing accelerator, giving you the tools to create strong messaging, fuel user growth, and accelerate revenue. Create Strong Messaging Fuel User Growth Accelerate Revenue With this step-by-step guide, tech startup leaders have an exact roadmap to develop positioning, product messaging, and content that converts. Standout Startup offers an essential marketing toolkit to help you stand out from the competition. Allyson Letteri shares insider secrets to fast-track your marketing success based on her experience as a Silicon Valley marketing executive and startup advisor. What's included in Standout Startup: The 3 Ps every startup needs to unlock effective messaging: personas, positioning, and personality. Four techniques to create standout product positioning How to define an inimitable brand personality that your ideal customers love. The secrets to crafting compelling value propositions that sell your product. The most effective types of content to increase conversion in each phase of the customer journey. Standout Startup presents a proven process to build a sustainable user and revenue growth engine. And it all starts with powerful product messaging that makes your startup stand out. Standout Startup is your marketing accelerator. ABOUT THE AUTHOR: Allyson Letteri is a marketing leader and startup advisor who helps tech startups launch winning go-to-market strategies. She’s built marketing teams from scratch to scale at fast-growing tech companies in Silicon Valley (Handshake, Thumbtack, Intuit). Allyson now works with founders and VCs to accelerate their startups’ growth. Allyson holds an MBA from the Stanford Graduate School of Business and a BA from the University of North Carolina at Chapel Hill. And, interesting fact – she has been a repeat guest on NBC’s Today show! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/standout-startup-allyson-letteri

Transcribed - Published: 12 January 2024

Any Insights Yet?: Connect the Dots. Create New Categories. Transform Your Business. by Chris Kocek ABOUT THE BOOK: Insights are like unicorns: mysterious and elusive, powerful yet elegant. They are the quintessential a-ha moment that all businesses are after, and yet very few people can agree on what an insight is or how they got one. Any Insights Yet? demystifies the insight-building process in a way that can help any business leader or marketing practitioner get to higher ground. Packed with real-world examples from leading brands and award-winning campaigns, Any Insights Yet? provides a dynamic step-by-step process for connecting the dots between data, observations, and human truths, resulting in powerful insights that can breathe new life into your brand and give your business a long-term competitive advantage. In this fast-paced, 2-hour read, you'll discover: The key characteristics of a true, transformative insight Proven techniques and provocative questions for building a better insight Simple methods to stress-test your insight and turn it into an actionable idea How to write and sell an insight so that it can inspire others and transform your brand ABOUT THE AUTHOR: Chris Kocek is an author, speaker, and founder of Gallant, a creative branding firm in Austin, Texas which has helped dozens of companies with brand overhauls, new product launches, and data-driven campaigns, resulting in triple-digit growth and national recognition. Before starting Gallant, Chris worked in advertising as a strategic planner in New York City and Austin, Texas developing nationally recognized campaigns for Fortune 500 brands and highly respected nonprofits, including AARP, Lowe's Home Improvement, Hyatt Hotels, Ace Hardware, and John Deere. A frequent guest lecturer at the University of Texas at Austin, Chris is a regular contributor to Entrepreneur Magazine and author of The Practical Pocket Guide to Account Planning. He graduated from the University of California, Los Angeles and earned a master's degree from the University of Texas at Austin. And, interesting fact – he worked as an Americorps Ranger in Canyonlands National Park in Utah! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/any-insights-yet-chris-kocek

Transcribed - Published: 5 January 2024

Scientific Advertising by Claude Hopkins (1923) with Jay Abraham ABOUT THE BOOK: Whether you are considering a career in advertising or trying to find the best way to market your product, start with Claude Hopkins (1866-1932) and then move on to the rest. In this interview, legendary marketer Jay Abraham talks about how Scientific Advertising changed the course of his career and life. In Scientific Advertising, Hopkins explains the process of getting (and measuring) results from your advertising. Claude Hopkins wrote Scientific Advertising in 1923, but his insight into consumer behavior still holds. The aim was to explain the rules of advertising and what makes consumers buy so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write ads that sell with certainty. Hopkins clearly shows how to write copy, provides methods for testing it, and shows how evidence-based advertising gets results in a measurable and cost-effective way. It is a must-read if you are in business, sales, or advertising. Hopkins shows what makes us buy and how you can make it happen. “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.” ~David Ogilvy In 21 short chapters, Hopkins reveals a variety of tested techniques that he used throughout his successful career in advertising: How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads. Just salesmanship - What is advertising and how is it best used? Offer service - The best ways to offer service to increase sales. Mail order advertising - What it teaches us and how we can apply it to our advertising. Headlines - A lot of headlines get a poor response in email marketing, websites, and adverts. Learn how to increase your response rate. Psychology - Use Hopkins’ experience to direct people to buy and use your product. Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and outperform your competitors. Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this. Art in advertising - Should we use bespoke artwork or tried and tested visuals? Things too costly - What strategies are too costly to attempt in advertising? Information - How to give the consumer the best information to help them buy. Strategy - Rules for directing a campaign. Use of samples - How getting samples into people's hands can increase sales. Getting distribution - Hopkins lays out how to get national distribution by starting small. Test campaigns - How to test different campaigns on the same audience. Leaning on dealers - Ways to get dealers to help your campaign Individuality - Set yourself apart from competitors and what your tone should be. Negative advertising - Will it help your sales? Letter writing - Hopkins shows how to write a sales letter. A name that helps - How does a product name impact sales? Good business - See how good business impacts consumer behavior. Excerpts from the book The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. ABOUT JAY ABRAHAM: As Founder and CEO of The Abraham Group, Inc. (Los Angeles, California), Jay has spent his entire career solving complex problems and fixing underperforming businesses. He has significantly increased the bottom lines of over 10,000 clients in more than 1,000 industries. Jay‘s books include Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition and The Sticking Point Solution: 9 Ways to Move Your Business from Stagnation to Stunning Growth which was featured on episode 299 of The Marketing Book Podcast in 2020. Jay’s most recent book is Business Wealth Without Risk: How to Create a Lifetime of Income & Wealth Every 3 to 5 years, co-authored with Roland Frasier. And, interesting fact: Jay has the same birthday as Elvis Presley! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/scientific-advertising-claude-hopkins-jay-abraham

Transcribed - Published: 29 December 2023

Stop Starvation Marketing: 23 Power Growth Moves For Health Tech, IT, Biotech Companies by Christine Slocumb ABOUT THE BOOK: Get ready to embark on a journey through 23 power moves that will help you grow a successful healthcare, biotech, or IT company. With practical tips and real-world success stories, Stop Starvation Marketing is a must-read for tech leaders looking to take their marketing to the next level. Every chapter is packed with tactics, tips, and punchy anecdotes that immediately demonstrate each point. Action strategies are clearly outlined and provide a blueprint for success. If you are serious about marketing results – and enjoy a spot of humor along the way – this book is for you. ABOUT THE AUTHOR: Christine has 30 years of marketing, business development, and product management experience in a wide variety of companies, from start-ups to Fortune 50 firms. Since founding her marketing firm Clarity Quest in 2001, Christine has worked with technology, life sciences, and healthcare firms on marketing strategy, business planning, and marketing implementation. Christine earned undergraduate and graduate degrees in electrical engineering, and an MBA – and holds eight U.S. patents. And, interesting fact - Christine and the host of The Marketing Book Podcast are both married to physicians! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/stop-starvation-marketing-christine-slocumb

Transcribed - Published: 22 December 2023

Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue by Georgiana Laudi and Claire Suellentrop ABOUT THE BOOK: Your product is great. So why is marketing it so hard? Many SaaS companies struggle with marketing. Teams try everything they can to drive more traffic, leads, and signups. Yet revenue growth remains…lumpy. Slow. Frustratingly inconsistent. If this sounds familiar, the problem isn’t you or your ideas; it’s that you’re guessing at what resonates with your target customers. In Forget the Funnel, Georgiana Laudi and Claire Suellentrop share the Customer-Led Growth Framework they've developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets. This framework helps you get inside your customers’ heads, map and measure your customers’ experience, and uncover which tactics will actually move the needle for your company. It’s time to stop guessing. Forget the Funnel is your guide for thinking more strategically about marketing your product and making a meaningful impact on revenue growth. ABOUT THE AUTHOR: Georgiana Laudi and Claire Suellentrop co-founded Forget the Funnel, a consultancy that helps SaaS teams reach and retain high lifetime value customers. Georgiana is a strategic advisor and speaker who's passionate about turning customer value into revenue-generating outcomes. An online marketer since 2000, she began her track record as a marketing executive and product growth advisor in 2010, working with high-growth recurring-revenue startups. And, interesting fact – she’s from Canada! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/forget-funnel-georgiana-laudi

Transcribed - Published: 15 December 2023

The Growth Leader: Strategies to Drive the Top and Bottom Lines by Scott K. Edinger ABOUT THE BOOK: Growth is a leadership issue, not a sales issue. However you define business growth--total revenue, net income, margin expansion, number of products and services, or customer loyalty--sustained and strategic growth requires an organization to do more than sell by simply communicating the value of its products or services. It must create value in the way it sells by delivering a compelling experience that adds value beyond the product itself. As a leader, it's your job to build and guide that experience. The Growth Leader reveals how top executives create profitable growth through the intersection of strategy, leadership, and sales. With a clear strategy, inspiring leadership, and aligned sales, powerful leaders understand that true competitive advantage doesn't come from innovation alone but belongs to companies that use their sales organization to add and create value. In this leadership guide, you'll learn how to ensure growth strategy is aligned at every level of the company, from boardroom initiatives to daily customer interaction. Best-selling leadership author and business growth consultant Scott K. Edinger helps CEOs and leaders intentionally and strategically engage with the customer experience to differentiate, innovate, cultivate loyalty, and grow. With this growth strategy mindset, your teams will know what they're supposed to be doing, have the skills to accomplish their work at a high level and be properly supported by systems, processes, and environment. But they can only do all this if you lead them. Are you ready to be a Growth Leader? ABOUT THE AUTHOR: Scott K. Edinger is a consultant, author, advisor, and speaker who is recognized as an expert in the intersection of leadership, strategy, and sales. He has worked with Fortune 50 clients and businesses of all sizes around the world to lead business growth. He has written two other books and over a hundred articles in Forbes and Harvard Business Review, among other publications. His other books are The Hidden Leader: Discover and Develop Greatness Within Your Company (AMACOM, 2015) and The Inspiring Leader (McGraw Hill, 2009). Scott has served as an affiliate faculty member for the University of North Carolina, Kenan-Flagler School of Business. He received his undergraduate degree in Communication Studies and Rhetoric from Florida State University. And, interesting facts – he has bungee-jumped into a New Zealand canyon, and performed with the Mormon Tabernacle Choir (despite not being Mormon or knowing how to read music)! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/growth-leader-scott-edinger

Transcribed - Published: 8 December 2023

DISCOVER Questions® for Connections, Clarity & Control: The 10th Anniversary Edition by Deb Calvert ABOUT THE BOOK: Field research, interviews, and practical application + updates for communicating effectively in these turbulent times. DISCOVER Questions® is a framework to make your questions more purposeful. This is the book that will help you appreciate questions, be more deliberate in what you ask and how you ask it, and prepare you for dealing with various conversational barriers like information overload, multitasking, ambiguity, mistrust, unconscious biases, and more Deb Calvert’s 2013 bestseller, DISCOVER Questions® Get You Connected: For Professional Sellers, introduced this framework and revolutionized how we think about questions. This 10th Anniversary Edition is packed with new research, examples from a wide variety of fields, and complementary competencies for communication effectiveness in any situation or setting. Now DISCOVER Questions® isn’t just for sellers anymore! ABOUT THE AUTHOR: As the founder of People First Leadership Academy and president of People First Productivity Solutions, Deb’s work focuses on leadership development and team effectiveness. Deb's background as an HR Director with a Fortune 500 company along with her diverse experience in Sales and Operations uniquely equips her to work across a variety of industries and functions. She was named one of the "65 Most Influential Women in Business" and her field research spans 25 years, 20 nations, and thousands of buyers and sellers. And, interesting fact - her husband is the heir to the Calvert Whiskey fortune! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/discover-questions-deb-calvert

Transcribed - Published: 1 December 2023

Ship it. 2024 Day-to-Day Calendar: A Year Of Doing Work That Matters by Seth Godin About the Calendar: Start your day with a motivating message from entrepreneur, bestselling author, and popular speaker Seth Godin. Be informed, inspired, and challenged with this new daily calendar. The 2024 Day-to-Day Calendar features over 300 of Seth's specially selected and edited entries distilled from his popular blog on topics such as the world's worst boss, making better tacos, the trap of listening to feedback, and "I wish I had more data." Features include: 4.5"x 4.5" page size Easel backer for desk or tabletop display Printed on FSC-certified paper with soy-based ink Tear-off pages Back of pages are blank for notes or shopping lists Day/Date reference on each page Combined weekend pages Official major world holidays and observances Reflections on work and life from entrepreneur, bestselling author, and speaker Seth Godin About Seth Godin: Seth Godin is an entrepreneur, best-selling author, speaker, and most of all, a teacher. In addition to launching one of the most popular blogs in the world where he posts every single day (which you can find by typing “seth” into Google), he has written 21 best-selling books in nearly 40 languages, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It's Your Turn (And It's Always Your Turn). His book, This is Marketing (featured on episode 200 of The Marketing Book Podcast), was an instant bestseller worldwide. His latest books are The Song of Significance and The Practice, both bestsellers. Though renowned for his writing and speaking, Seth also founded two companies, Squidoo and Yoyodyne (acquired by Yahoo!). He’s in the Guerrilla Marketing Hall of Fame, the Direct Marketing Hall of Fame and, just recently, the plain old no-modifier Marketing Hall of Fame. Which is pretty cool. He is probably the only person in all three. In 2015, he created the altMBA, a 31-day online leadership workshop that now has 5,000 alumni in more than 75 countries. More than 60,000 people have taken his online courses, including The Marketing Seminar, and courses found on LinkedIn Learning and Udemy. And interesting fact, he has taught hundreds of people how to juggle! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/ship-it-seth-godin

Transcribed - Published: 27 November 2023

The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales by Philipp Humm ABOUT THE BOOK: Do you struggle to connect with your customers on a personal level? Do you want to stand out in a very competitive market? Or do you want to accelerate your sales career? The StorySelling Method will teach you how to tell powerful stories that actually work in sales! No fluff, no BS… just straightforward and effective storytelling tactics that will transform your sales game. The techniques you will learn are the same ones that have helped thousands of professionals at top companies like Google, Oracle, and Visa win more business. The methods within this book are simple, authentic, and effective. Whether you're a sales professional, entrepreneur, or consultant, this StorySelling blueprint is your ultimate resource to unlock your storytelling potential and level up your sales skills. What to expect from The StorySelling Method: In this step-by-step guide on everyday business storytelling, you’ll learn how to: Turn any moment (even the most boring one) into a captivating story Find, craft, and deliver the five fundamental story types that will yield the best results Build the confidence to share a story at any opportunity Weave stories into any sales conversation naturally and authentically Make storytelling an essential part of your communication These storytelling tactics and techniques will help you: Leave magical first impressions Become your clients’ trusted advisor Communicate the value you’re bringing to the table Overcome any sales resistance Inspire, motivate, and positively influence anyone around you Filled with exercises and examples of everyday business storytelling, the book offers pragmatic advice on using stories to wow your customers. ABOUT THE AUTHOR: Philipp Humm is on a mission to help people discover the storyteller within each of us. He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond. His clients include Google, Visa, and Oracle, to name-drop a few. Before starting his storytelling business, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone. He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York while completing his MBA at Columbia University. His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization. And, interesting fact - according to page 18 of his book, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.” Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/storyselling-method-philipp-humm

Transcribed - Published: 24 November 2023

The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success by Anthony Iannarino About the Book: Learn to transform your perspective and lead with positivity In The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success, sales leader and strategist Anthony Iannarino delivers an exciting and effective new take on creating and sustaining powerful sales processes. You’ll learn to lead with positivity as you harness negative emotions to make lasting changes for the better and explore the power of gratitude to transform your mental outlook. Discover how to reframe the negative events of your life into the ways they made you stronger and prepared you for future setbacks. The author also offers: Concrete advice on perspective-taking and strategies for avoiding being triggered by people with different beliefs A thirteen-week Negativity Fast, in which you’ll eliminate sources of negativity for 90 days and introduce positivity into your mental diet Discussions of the necessity for optimism in a difficult world An inspiring and exciting take on leadership, The Negativity Fast walks you through how to cultivate a positive attitude and perspective you can pass on to the people who follow you. About the Author: Anthony Ianarino is a reader, writer, author, speaker, entrepreneur, and sales leader, and trainer. His five previous books have been translated into 18 languages (all of which have been featured on The Marketing Book Podcast) are The Only Sales Guide You'll Ever Need The Lost Art of Closing: Winning the Ten Commitments That Drive Sales Eat Their Lunch: Winning Customers Away from Your Competition Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative Leading Growth: The Proven Formula for Consistently Increasing Revenue (written for sales leaders and managers who need to reach aggressive net new revenue goals through the efforts of their sales reps) And, interesting fact - he has written a blog post every day since December 28, 2009, except for the 13 days he spent in Tibet (even though Basecamp 1 on Mt. Everest had better wifi than his home in Columbus, Ohio). Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/negativity-fast-anthony-iannarino

Transcribed - Published: 17 November 2023

Content Marketing Strategy: Harness the Power of Your Brand’s Voice by Robert Rose About the Book: Do you know how to turn the attention your content receives into profit? With a meaningful content marketing strategy, you can. An organization's content communicates everything to consumers. Content marketing is one of the most important pieces of the marketing plan, but many businesses do not approach it strategically. As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing. In this book, he walks readers through his scalable, strategic approach. Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success. The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes. Filled with compelling examples from leaders in content marketing, including Salesforce, Cleveland Clinics, Amazon, and Arrow Electronics, the book offers a new model that will transform and optimize your content marketing. About the Author: For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, tell their stories more effectively, and understand how the strategic use of digital content drives sales and better customer experiences. Over the last ten years, Robert and his firm The Content Advisory have advised more than 500 companies, including McDonalds, Salesforce, Hilton, Facebook, UPS, Adidas, LinkedIn, KPMG, NASA, The Bill & Melinda Gates Foundation, and 15 of the Fortune 100. Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 guiding it to be the leading global content marketing education and training organization. As an educator, Robert's work in content marketing has been integrated into universities such as Ohio University, Kent State, and the University of Southern California. Robert's previous books include two co-authored with Joe Pulizzi – Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand, and Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit (which was featured on episode 139 of The Marketing Book Podcast in 2017). And, he co-authored with Carla Johnson Experiences: The 7th Era of Marketing (which was featured on episode 12 in 2015). Robert is also the co-host of the This Old Marketing Podcast with Joe Pulizzi, the founder of The Content Marketing Insitute. And, interesting facts – he is a former playwright and Hollywood screenwriter, and is a diehard Dallas Cowboys fan! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/content-marketing-strategy-robert-rose

Transcribed - Published: 10 November 2023

Simply Put: Why Clear Messages Win―and How to Design Them by Ben Guttmann About the Book: How do you break through the noise? Why do some messages work when others don't? Why do some ideas break through, why do some slogans stick in your brain, and why do some leaders inspire change - when others don't? The answer is simple. Literally. The most effective communicators in the world all structure their messages the same way, by designing for simplicity. But the problem is, simple is hard work. Our brains are programmed to complicate. Our world incentivizes more, more, more. It takes deliberate, intentional effort to communicate in a way that seems effortless. In Simply Put, award-winning marketing entrepreneur Ben Guttmann unveils a five-part framework that allows anybody to communicate with clarity. With this book, you'll be able to design messages that are beneficial, focused, salient, empathetic, and minimal - and that work. About the Author: Ben Guttmann is an experienced marketing executive and educator on a mission to get leaders to connect more effectively by simplifying their message. Ben is a former co-founder and managing partner at Digital Natives Group, an award-winning agency that worked with the NFL, I Love NY, Comcast NBCUniversal, The Nature Conservancy, and other major clients. Currently, Ben teaches digital marketing at Baruch College in New York City and consults with a range of thought leaders, venture-backed startups, and other brands. And, interesting facts – he was president of the student government at Baruch College and was an intern for a member of the U.S. House of Representatives and a U.S. Senator! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/simply-put-ben-guttmann

Transcribed - Published: 3 November 2023

Unforgettable: The Art and Science of Creating Memorable Experiences by Phil Mershon About the Book: Are you struggling to create memorable and valuable experiences for your customers? Look no further than Unforgettable: The Science of Creating Memorable Experiences by Phil Mershon. In today's attention economy, event organizers face the challenge of keeping attendees engaged amidst an abundance of distractions. Many events leave attendees feeling bored, uninspired, or even critical of their experience. Inside this book, you'll: Discover how to create life-changing experiences that leave a lasting impact on your audience. Learn how to minimize five common negative forces that can detract from any event. Find out how to craft meaningful moments tailored to any audience you are targeting. Master the event planning strategies and actions that make the greatest impact. Design a memorable and valuable experience for your customers, while avoiding average events that leave your audience feeling bored and uninspired With Unforgettable, you will learn how to create life-changing experiences that will leave a lasting impact on your audience. Drawing on his extensive experience working with churches, corporations, and nonprofits, as well as his recent work with Social Media Examiner, Phil Mershon shares an inspirational model that reveals how to minimize five common negative forces and uniquely craft meaningful moments for each audience served. Using the metaphor of baking bread, Phil shows event planners and owners how different ways of combining the primary ingredients of any event can make it average, boring, or unforgettable. Unforgettable provides a special focus on the event ingredients that make the biggest impact, such as content and connections, as well as some of the hidden choices that event organizers may take for granted. With the event management tools and models available in Unforgettable: The Science of Creating Memorable Experiences, anyone can design a memorable and valuable experience for customers. Don't settle for average events that leave your audience feeling bored and uninspired. Use Unforgettable to create experiences that are life-changing and unforgettable, while minimizing negative forces and crafting meaningful moments for each audience served. About the Author: Have you ever experienced an event that was so incredible it felt like time had stopped? With close to 30 years of expertise in organizing events, including Social Media Marketing World, the most significant event in the social media marketing industry since 2013, church events, training events for non-profits, and one of the largest privately-held companies in the world, Koch Industries, Phil has mastered the recipe for hosting Unforgettable invents. Leveraging his extensive experience with virtual, hybrid, and in-person events, he’s organized events for up to 5,000 people. As a result, he’s developed an inspirational model that regularly receives reviews like “Best Conference Ever.” And, interesting fact - he is a divinity school graduate and a jazz saxophonist! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/unforgettable-phil-mershon

Transcribed - Published: 27 October 2023

Inspire Your Buyers: Go to Market with a Story That Sizzles by Bruce Scheer About the Book: Inspire Your Buyers provides a proven, tested model to develop a compelling go-to-market narrative that will accelerate your revenue growth while rapidly bringing your product, marketing, and sales teams into alignment. Bruce Scheer developed this revolutionary go-to-market narrative model over the course of his twenty-five-year career, helping several industry giants, including IBM, Microsoft, HP, Google, Alcatel-Lucent, and McKesson rapidly grow their revenue with their go-to-market narrative. Bruce’s go-to-market narrative model will give you the edge you are looking for in achieving your business growth goals. Using real examples from his career, Bruce offers actionable insights on how to: Target the right buyers Spotlight their Big Problem Help them envision their Desired Outcome Show how your Big Solution will deliver the Desired Outcome Develop a set of prescribed Next Steps that will help you and your buyers move forward faster, closing more deals with a higher close rate Communicate your narrative through simple, unforgettable visuals People act based on emotions, and the best way to inspire them to take action is through narratives. With this book, you will learn how to engage your buyers in a compelling go-to-market narrative that makes them the hero and inspires them to take action with you and your solution. About the Author: Bruce Scheer is an author, international keynote speaker, and the CEO of InspireYourBuyers.com. He has applied and honed his go-to-market narrative development model with industry giants such as IBM, SAP, Microsoft, HP, Oracle, Google, Adobe, Citibank, Motorola and numerous startups around the world. He is the President of the National Speakers Association Northwest and – he and his wife live on Vashon Island, in Washington State during the summers. And, interesting fact - in the winter, he and his wife travel throughout North America, living in an Airstream trailer. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/inspire-buyers-bruce-scheer

Transcribed - Published: 20 October 2023

High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective by Purna Virji About the Book: Create meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy. In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from. To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs. High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact. It covers time-proven strategies to create video, audio, social media, and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way. It also shows how to master content distribution across channels such as websites, blogs, email, and social media networks to maximize reach, engagement, and impact. What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact. It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify, and Google plus interviews with top industry experts from across the globe. Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships, and boost conversions. About the Author: Purna Virji is a globally renowned content strategist whose current title is Principal Consultant, Content Solutions at LinkedIn. She previously led Microsoft's global learning and thought leadership programs and is an award-winning former journalist. Virji is a top-rated international keynote speaker featured in The Drum, The Next Web, Search Engine Journal, and AdWeek. She has also been recognized as an AdWeek Young Influential, was crowned the Search Personality of the Year by the US Search Awards, and was named "The Most Influential PPC Expert in the World" by PPC Hero. And, interesting fact - she speaks six languages and has never seen a Star Wars movie! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/high-impact-content-marketing-purna-virji

Transcribed - Published: 13 October 2023

The Point: How to Win with Clarity-Fueled Communications by Steve Woodruff About the Book: Is it possible to grab an audience’s attention in this noisy, confusing world? According to Steven Woodruff, the solution can be summed up in a word: clarity. Clarity-fueled communication is the practice of using the fewest words to make the biggest impact. The Point unveils how the overloaded human brain wants information packaged, and how to craft brain-friendly messages that break through the noise. From email to sales pitches, from workshops to resumes, Steven Woodruff’s Clarity Fuel Formula is the universal recipe for communications success. The Point includes four simple actions and eight compelling shortcuts that can be used by anyone to get to the point and get others on the same page. About the Author: Steve Woodruff is known as the King of Clarity. He is a consultant and author who has helped solo consultants to Fortune 100 pharmaceutical companies - with their communications strategy and messaging. Over more than four decades, Steve has taught, sold, presented, preached, marketed, blogged, authored, collaborated, coached, and networked... and at the core of every one of those activities is figuring out how to communicate clearly and effectively. That's how the idea of finding a single, practical recipe - The Clarity Fuel Formula - evolved. He released his first book, Clarity Wins in 2018 (which was featured on episode 220 of The Marketing Book Podcast), with a focus on helping professionals with their branding and referral networking. And, interesting fact – he and his wife are the proud parents of five sons, one of whom served in the United States Marine Corps! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/point-steve-woodruff

Transcribed - Published: 6 October 2023