Download or read book Selling the Invisible written by Harry Beckwith and published by Business Plus. This book was released on 2000-10-15 with total page 138 pages. Available in PDF, EPUB and Kindle. Book excerpt: SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.
Download or read book The Modern Marketer s Field Guide written by Matt Heinz and published by Lulu.com. This book was released on 2013-07-08 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt: The speed of innovation and change in B2B marketing has never been greater. And the need for clarity, for a blueprint, for a guide to what's really working and how to apply it specifically to increase sales pipeline growth, velocity and conversion - that's what we get asked for more than anything else. Which is why we wrote this book. It covers a lot of ground, but quickly. We've addressed a comprehensive view of the sales and marketing pipeline, but done it in quick bursts with lots of specific, actionable ideas, strategies and tactics you can put to work right away.
Download or read book Guerrilla Marketing Field Guide written by Jay Levinson and published by Entrepreneur Press. This book was released on 2013-02-01 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: Build marketing momentum, outsmart your competitors, and win the long-term war for mindshare and sales in 30 maneuvers—all inside, battle-tested, and ready to employ. The Father of Guerrilla Marketing, Jay Conrad Levinson, and Jeannie Levinson, President of Guerrilla Marketing International, deliver a no-nonsense, take-no-prisoners plan to producing immediate marketing results without consuming your cash or wasting your time. From delivering a powerhouse elevator pitch to mastering media, each maneuver is a marketing mission accomplished.
Download or read book Mastering One Voice written by Toby Murdock and published by . This book was released on 2020-02-10 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: A practical field guide for your journey to impactful content operations. Capitalize on the biggest opportunity facing modern marketing teams: To unite revenue teams to speak in one voice across every customer journey and accelerate revenue through content.
Download or read book Talk Triggers written by Jay Baer and published by Penguin. This book was released on 2018-10-02 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business. The key to activating customer chatter is the realization that same is lame. Nobody says "let me tell you about this perfectly adequate experience I had last night." The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else. Talk Triggers contains: Proprietary research into why and how customers talk More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) Surprises in the text that are (of course) word of mouth propellants Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it. Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation.
Download or read book A Field Guide to a New Meta field written by Barbara Maria Stafford and published by University of Chicago Press. This book was released on 2011-06 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: Includes bibliographical references and index.
Download or read book Social Media Field Guide written by Krista Neher and published by . This book was released on 2010-10-26 with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Social Media Field Guide is a complete guidebook for business owners and marketers to successfully navigate social media for marketing success. Social media is one of the quickest growing areas of marketing, and you can't afford to ignore it any longer. Don't waste your time making mistakes - this book covers social media marketing plan building, strategy and the sites like Facebook, LinkedIn, Twitter, Blogs and Video that will lead you to success. "Krista Neher gets it - and always has! She knows that 'engagement' is more than a cheap slogan, it is a disciplined practice that requires attentive listening, deep consumer understanding, humility, credibility and a keen sense of timing. She also understands the interdependency - nay, co-dependency - of paid, owned and earned media! Read this book...yesterday!" - Pete Blackshaw, author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3000, Ad Age Columnist and EVP, Digital Strategic Services, Nielsen Online "The Social Media Field Guide is an invaluable resource for any business that wants to understand and get real results from social media. Never before have I seen social media explained in such a clear and easy-to-follow fashion - this book is a must-buy!" - Mike Grehan, Global VP Content, SES Conference & Expo./ClickZ/Search Engine Watch "Krista understands that 'Marketing with Meaning' is required for social media and she lays out exactly how businesses can strategically use social media to get results. This book is a must-have for business owners, marketers and ad agencies." - Bob Gilbreath, Chief Marketing Strategist, Bridge Worldwide and author of The Next Evolution of Marketing "The Social Media Field Guide is an outstanding tool for businesses looking to utilize social media to grow their business. It is more than a book, it is an action guide and marketing planning method. Don't waste your time making mistakes. Read this book first." - Bill Martin, author of Wahoo: A Fable About Team Effectiveness, Training Manager at Procter & Gamble Krista Neher is a pioneer in social media marketing, the founder of Boot Camp Digital and a sought-after keynote speaker, consultant and corporate trainer. She is also the Managing Director and curriculum creator for The Institute for Social Media at Cincinnati State and is authoring a textbook on social media. For more on Krista, visit www.bootcampdigital.com and www.kristaneher.com.
Download or read book What Clients Love written by Harry Beckwith and published by Business Plus. This book was released on 2003-01-02 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: Harry Beckwith is the author of Selling the Invisible and The Invisible Touch, both marketing classics. Now he applies his unparalleled clarity, insight, humor, and expertise to a new age of mass communication and mass confusion. What Clients Love will help you stand out from the crowd-and sell anything to anyone. From making a pitch to building a brand, from designing a logo to closing a sale, this is a field guide to take with you to the front lines of today's business battles. Filled with real tales of success and failure, it shows you how to: Fly a Jefferson Airplane. Everyone knows there's a Jefferson Monument, but a Jefferson Airplane? A brilliant, attention-grabbing name often includes the unexpected and the absurd. Strike with a Velvet Sledgehammer. It's not a hard sell. It's not exactly soft. Selling well means finding the fine line between modesty and bragging, and driving the message home. Speak to the Frenchman on the Street. A French mathematician believed that no theory was complete until you could explain it to the first person you meet on the street. Marketers, ecoutez! Dress Julia Roberts. Why, one scene from Pretty Woman can enlighten you more than a full year of study at a top business school. What Clients Love will help you get focused, stay focused, and follow the essential rules to success-by doing the little things right and the big things even better.
Download or read book Field Guide to Nonprofit Program Design Marketing and Evaluation written by and published by . This book was released on 2016-09-30 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Invisible Touch written by Harry Beckwith and published by Grand Central Publishing. This book was released on 2001-01-15 with total page 155 pages. Available in PDF, EPUB and Kindle. Book excerpt: This guide shows how markets work and how prospective clients think. It delivers business wisdom aimed at keeping clients by utilising the keys to modern marketing - price, brand, packaging and relationships.
Download or read book Architect Entrepreneur written by Eric W. Reinholdt and published by Createspace Independent Publishing Platform. This book was released on 2015 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Part narrative, part business book; Architect + Entrepreneur is filled with contemporary, relevant, fresh tips and advice, from a seasoned professional architect building a new business. The guide advocates novel strategies and tools that merge entrepreneurship with the practice of architecture and interior design. The Problem:Embarking on a new business venture is intimidating; you have questions. But many of the resources available to help entrepreneur architects and interior designers start their design business lack timeliness and relevance. Most are geared toward building colossal firms like SOM and Gensler using outdated methods and old business models. If you're an individual or small team contemplating starting a design business, this is your field guide; crafted to inspire action. The Solution:Using the lean startup methodology to create a minimum viable product, the handbook encourages successive small wins that support a broader vision enabling one to, "think big, start small, and learn fast." It's a unique take on design practice viewed through the lens of entrepreneurship and is designed to answer the questions all new business owners face, from the rote to the existential. Questions about: - Startup costs - Business models (old and new) - Marriage of business and design - Mindset - Branding & naming (exercises and ideas) - Internet marketing strategies - Passive income ideas - Setting your fee - Taxes - Standard Operating Procedures (SOPs) - Securing the work - Client relations - Software - Billing rates - Contracts Building a business isn't a singular act; it's a series of small steps. Using the outline found in Architect + Entrepreneur you can start today. The chapters are organized to guide you from idea to action. Rather than write a business plan you'll be challenged to craft a brand and you'll sell it using new technologies. Follow the guide sequentially and you'll have both the tools and a profitable small business.
Download or read book A Field Guide to Channel Strategy written by Anne T. Coughlan and published by Createspace Independent Publishing Platform. This book was released on 2016-11-16 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building a route to market is fundamental to sales and survival. This book demystifies marketing channel strategy by focusing on how to do channel design and management. We provide practical tools and frameworks for key decisions and highlight the critical tradeoffs and pitfalls. Many channel strategies are built like the wood towers used in popular stacking games. You hope your tower is sturdy and strong. But over time, you may replace or add partners, add or subtract routes to market, and change your product lines - so your channel strategy must adapt in order to prevent your tower from collapsing or breaking apart. This Field Guide introduces you to the channels landscape, helps you understand your building block options, and unpacks the physics of adding and subtracting channel components, to give you the tools you need to keep your go-to-market strategy resilient, responsive, and a source of competitive advantage.
Download or read book Strategic Creativity written by Robin Landa and published by Routledge. This book was released on 2022-06-01 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: The secret weapon for business experts to ensure strategically creative results, this is an indispensable field guide to evaluating creative advertising, branding, and design ideas and solutions, and to working with creatives. Strategic Creativity is a fundamental resource that enables business professionals to stand out amongst their colleagues and enhance their ability to communicate the creative "why" throughout their organizations, and it covers what every business expert should fully comprehend about the creative process. To effectively grow a business and reach the right audience or move a brand forward, advertising and branding need to be relevant, engaging, and worth people’s time. This book contains what a CEO, CMO, manager, business owner, or client didn’t learn about the creative side of advertising and design in business school. Featuring insightful conversations with creative experts, this book will earn a place on the desks of executives, leaders, managers, and middle managers across industries, whose work requires them to understand and execute on branding initiatives, advertising campaigns, social media, and other customer-facing content.
Download or read book Determann s Field Guide to Data Privacy Law written by Determann, Lothar and published by Edward Elgar Publishing. This book was released on 2022-01-11 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Companies, lawyers, privacy officers, compliance managers, as well as human resources, marketing and IT professionals are increasingly facing privacy issues. While plenty of information is freely available, it can be difficult to grasp a problem quickly, without getting lost in details and advocacy. This is where Determann’s Field Guide to Data Privacy Law comes into its own – identifying key issues and providing concise practical guidance for an increasingly complex field shaped by rapid change in international laws, technology and society
Download or read book Field Guide to Appropriate Technology written by Barrett Hazeltine and published by Elsevier. This book was released on 2003-04-09 with total page 889 pages. Available in PDF, EPUB and Kindle. Book excerpt: Field Guide to Appropriate Technology is an all-in-one "hands-on guide" for nontechnical and technical people working in less developed communities. It has been developed and designed with a prestigious team of authors, each of whom has worked extensively in developing societies throughout the world. This field guide includes: - Step-by-step instructions and illustrations showing how to build and maintain a vast array of appropriate technology systems and devices - Unique coverage on healthcare, basic business and project management, principles of design, promotion, scheduling, training, microlending, and more - Teachers, doctors, construction workers, forest and agricultural specialists, scientists and healthcare workers, and religious and government representatives will find this book a first source for advice - Step-by-step instructions and illustrations showing how to build and maintain a vast array of appropriate technology systems and devices - Unique coverage on healthcare, basic business and project management, principles of design, promotion, scheduling, training, microlending, and more - Teachers, doctors, construction workers, forest and agricultural specialists, scientists and healthcare workers, and religious and government representatives will find this book a first source for advice
Download or read book The Field Guide written by Holly Black and published by Simon & Schuster Children's. This book was released on 2023-08-17 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrate the 20th anniversary of the international bestselling Spiderwick Chronicles with the first instalment in the adventures of the Grace children. After finding a mysterious handmade field guide in the attic of the ramshackle old mansion they've just moved into, the Grace children - Jared, Simon and Mallory - discover that there's a magical and maybe dangerous world existing parallel to our own - the world of faerie. The children want to share what they know, but the faeires will do everything possible to stop their secrets being revealed . . .
Download or read book Navigating Social Media written by Scott Meyer and published by . This book was released on 2013-12 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Build your digital homestead. It's a wild digital world out there. If you want to upgrade your marketing or boost your small business online, this field guide is for you. Cultivate your own business and community with social know-how from 9 Clouds and genuine advice from entrepreneurial experts.--Cover.
