Woo, Wow, and Win PDF Summary

Woo, Wow, and Win PDFService Design, Strategy, and the Art of Customer Delight

Everybody wants to please the customer nowadays.

The point is – to delight him!

Thomas A. Stewart and Patricia O’Connell give the full details in “Woo, Wow, and Win.”

Who Should Read “Woo, Wow, and Win”? And Why?

By its own profession, “Woo, Wow, and Win” is a thorough investigation of the “what, why and how of service design and delivery.”

Consequently, it’s a book which specifically targets the service sectors.

So, if you are in retail or banking, health care or other public services – do consult this book and try employing the strategies it offers.

About Thomas A. Stewart and Patricia O’Connell

Thomas A. StewartThomas A. Stewart is the Executive Director of the National Center for the Middle Market at The Ohio State University’s Fisher College of Business.

A summa cum laude Harvard graduate, Stewart is a respected management thinker, ranked #17 in European Foundation for Management Development’s “Thinkers 50” list in 2005.

He has authored two more books: the 1997 seminal classic, “Intellectual Capital” and the 2003 “The Wealth of Knowledge.”

Patricia O’ConnellPatricia O’Connell is a writer and the president of Aerten Consulting.

In addition to this one, she has co-authored (with Neil Smith) one more book: “How Excellent Companies Avoid Dumb Things.”

“Woo, Wow, and Win PDF Summary”

For all intents and purposes, Disney is the paragon of customer service.

And Thomas A. Stewart could only back this claim when he arrived, exhausted after a long flight, at a Walt Disney World hotel in Orlando, Florida.

He couldn’t wait to go to his casita to lie down a bit, so he was more than grateful to see how much the front-desk clerk was professional and how quickly he was able to register.

And then came the problems: in the absence of markings and employees, Thomas Stewart wandered for more than 20 minutes around the hotel in an attempt to find his room.

This had nothing to do with customer service, though – that part was excellent; however, it had everything to do with customer experience, which almost all companies neglect.

Even though it may seem like they the same thing, customer service and customer experience are pretty different; in fact, even though you’ve read hundreds of books about the former, chances are you haven’t read one about the latter.

Well, “Woo, Wow, and Win” is interested in changing that – in addition to your mindset regarding customer service and experience.

What Walt Disney World lacked in the case just described above was something Stewart and O’Connell dub “service design and delivery,” or SD2, for short.

In the words of Victor Ermoli from the Savannah College of Art and Design:

Service design is a system for developing the relationship between an entity – a bank, a law firm, a health care system, a store, a church – and its customers.

And this system starts with a simple equation:

Ahhh + Ow = Aha

An Ahhh moment is the moment your customers experience something positive enough about your company to instill in them confidence that you are going to provide them with the experience they asked for – and some more.

An Ow moment is the very opposite of an Ahhh moment, i.e., the moment when your customers realize that “something is broken.” True, they may complete the deal – and may even come back – but the bittersweet feeling guarantees that they will never recommend you.

Finally, an Aha moment is the result of your analyses of all Ahhh and Ow moments you’ve noted. An Aha moment, should be followed by an appropriate remedy, and Stewart and O’Connell believe that they have a panacea:

SD2.

It’s based on ten elements and five principles.

The ten elements of SD2 form a neat mnemonic: E10!

They are:

#1. Empathy – put your customers first.
#2. Expectation – understand what you are expected to deliver and what you can realistically deliver.
#3. Emotion – never take the customer’s emotions out of the equation.
#4. Elegance – take a lesson from Steve Jobs’ book: make everything clean and simple.
#5. Engagement – include your customers in the design.
#6. ExecutionDon’t be a politician: deliver on your promises.
#7. Engineering – your products and services should always demonstrate technical excellence.
#8. Economics – don’t exaggerate with your prices.
#9. Experimentationtest and innovate.
#10. Equivalence – may your customers be happy as much as you and vice versa.

The five principles of SD2 are the following:

#1. The Customer Is Always Right – Provided the Customer Is Right for You
Basically, the first principle boils down to THIS: focus on your most valuable customers. Don’t spend any of your time on retaining demanding clients.

#2. Don’t Surprise and Delight Your Customers – Just Delight Them
Surprises are fine for birthday parties; but not for customer service. Simply meet the expectations of your customer over and over again.

#3. Great Service Must Not Require Heroic Efforts on the Part of the Provider or the Customer
Your goal is to provide service which is “efficient, effective, scalable and, if not error-proof, error-resistant.” Which means: minimal effort with maximum results. Think of the intuitiveness “designed into an iPad” – that’s great service.

#4. Service Design Must Deliver a Coherent Experience Across All Channels and Touchpoints
“Wherever and however you choose to play, you must play well.” It’s pointless to have a great telephone customer service, but a bad online platform.

#5. You’re Never Done
SD2 is a cycle. Constantly check your service against its 10 elements and improve wherever possible.

Key Lessons from “Woo, Wow, and Win”

1.      In Service Design, Ahhh + Ow = Aha
2.      Make Yourself a Report Card Using the 10 Elements of SD2
3.      Always Heed the Five Principles of Service Design

In Service Design, Ahhh + Ow = Aha

Your customers experience either ahhh or ow moments in relation to the products you offer.

The former are a signal of positive experience and should inspire you to improve in the same direction.

The latter indicate trouble, and you should correct the areas which have caused them.

Analyzing the ahhhs and ows results in your aha moment.

Make Yourself a Report Card Using the 10 Elements of SD2

Give yourself a score on a zero-to-four scale in each of these 10 categories and see how well your service ranks on an SD2 scale: empathy, expectation, emotion, elegance, engagement, execution, engineering, economics, experimentation, equivalence.

A score about 30 means that you’re doing a good job; but that doesn’t mean that you shouldn’t improve until you score 4 in each of the categories.

Always Heed the Five Principles of Service Design

No matter what you do, always adhere to these five principles:

#1. Focus all your energy on your most valuable customers.
#2. Delight your customers by meeting all their needs – don’t surprise them even if you think it’s for the better.
#3. Always aim for minimum effort on the part of your customers – and try to achieve this with minimum effort on the part of your employees as well.
#4. Be coherent – offer the same quality of service across all checkpoints.
#5. You’re never done: always modernize and improve.

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“Woo, Wow, and Win Quotes”

Service design presents an exciting opportunity to explore something that is new to management thinking, new to business practice, new to many business leaders. Click To Tweet

Companies that apply the principles of service design will create…strategic strength. Click To Tweet

The three foundational questions of strategy – where to compete, what to sell, how to win – are inextricably bound up with design. Click To Tweet

What are you doing about your customer capital? Are you growing it, or are you living off it? Are you actively managing it or letting it fend for itself, like money in a checking account? Click To Tweet

When you make it hard for employees, they take shortcuts – and customers leave. Click To Tweet

Our Critical Review

“Woo, Wow, and Win” may have a somewhat silly title and an unattractive cover, but it’s actually a pretty great manual to have on hand if you are in the service sector.

To quote Steve Case, the author of “The Third Wave,” “Woo, Wow, and Win” is “a roadmap for success in a landscape being rapidly transformed by technology and entrepreneurship.”

Don’t be afraid to use it.

 

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Top of Mind PDF Summary – John Hall

Top of Mind PDFUse Content to Unleash Your Influence and Engage Those Who Matter to You

Have some of your customers ever said to you: “I was just thinking of you”?

John Hall says that it’s vital.

Because being and staying “Top of Mind” with your customers is a prerequisite if you want to succeed in today’s dynamic world of marketing and business.

Who Should Read “Top of Mind”? And Why?

If you’ve spent some time in the world of marketing, you may think that you already know everything there’s to know; however, if you’re long enough – you must be aware that marketing is an ever-changing field in which the nuances matter and in which self-development is a prerequisite.

“Top of Mind” is for both novices and veteran marketers: it introduces the former to the new rules of marketing and some basic content marketing secrets, and it helps the latter understand how marketing has evolved from persuasion and selling to trust and lending a helping hand. 

John HallAbout John Hall

John Hall is the founder and CEO of Influence & Co., a content marketing agency which was ranked No. 72 on Forbes’ list of most promising companies in America in 2014, and No. 239 on Inc.’s similar list the very same year.

John Hall himself was recognized as one of the Business Journals’ Top 100 Visionaries, and two years later he received the EY Entrepreneur of the Year Award for Best Emerging Company.

One of the most powerful people in media whom you’ve never met,” John Hall has so far authored only one book, “Top of Mind.

“Top of Mind PDF Summary”

The Internet managed to change so many things that people born few decades before it feel as if strangers in the world of the 21st century.

And we’re not going to say anything new if we tell you that the Internet profoundly altered the world of marketing as well, bringing new rules and revolutionary ways to increase your sales.

However, John Hall argues that with the advent of the Internet, the most important thing that changed isn’t the field itself, but the mindset of the customer.

And in an almost counter-intuitive way!

And marketers and marketing companies aren’t keeping up with this since they fail to acknowledge the revolution!

What are we talking about?

Well, you see, just a while ago – and by while we mean merely two or three decades ago – marketers could have ignored the Internet altogether.

But then, the first dot-com companies started making money, and the more perceptive advertisers started taking notes.

Some time passed, the millennials took the world by storm, and few people realized a painful truth: The Internet hasn’t merely changed some of the rules of the marketing game; it has changed the game altogether.

Namely, the 21st century meant that for the first time in history, customers were able to get all the info they like and need via the Internet.

And this didn’t only pertain to products and prices, but to reviews and expert opinions as well.

The big question:

So, what were all these salespeople supposed to do?

The startling answer:

Nothing.

They were obsolete.

They are obsolete.

And that’s a good thing.

Because, John Hall argues, it means that Selling 101 has morphed into Altruism 101.

Namely, since today’s customers are not passive – and are, even more, suspicious of salespeople who don’t ask for permission to invade their privacyyour job isn’t any more that of a marketing rep, but the far more humble and noble of being a friend.

Customers today don’t like to buy from people who are intrusive and persuasive.

Sure, you can trick them once or twice, but the minute they find out – and, trust us, these relentlessly displeased millennials will – you’ll lose them for eternity.

Them and about a million other people who’ll find out about it the very next second – on every social network in existence!

So, instead of tricking them – earn their trust.

Being authentic, honest and truthful is your best promotion, because if your customers trust you, then you will be the first thing that comes to their minds in case they need your goods or services.

This is what being top of mind means.

And what should be your objective if you want to be a successful company in the world of today:

Authenticity is the foundation of your relationship with your audience. But for the relationship to flourish, it’s not enough to simply be authentic; you also have to deliver tangible value.

To get to your customers’ “top of mind,” you need to earn their approval.

How?

The very same way you would get the approval of people you’d like to be your friends.

By expressing genuine concern about their likes and dislikes, by establishing a type of communication between you two that’s based on mutual trust and commitment.

Most importantly, by helping your customers from time to time without seeking any compensation.

Let us rephrase that:

How would you feel about a company who suddenly presents you with a high-quality product you really need for no charge whatsoever?

Wouldn’t you feel almost obliged to buy the next product of that company once it arrives on the market?

Exactly!

Keep this up for the long haul, and you’ve reached your objective: you will be uppermost in the minds of your customers, and they’ll think of you first in case they need something you provide.

John Hall neatly zips the process in a simple formula:

Trust” plus “consistency” leads to “opportunity.

To strengthen the relationship with your buyers, use relevant content which – remember Simon Sinek? – should always start with your company’s why.

People are suckers for core purposes.

The rest is merely decorum.

Key Lessons from “Top of Mind”

1.      Salespeople? Who Needs Salespeople?
2.      Trust Plus Consistency Equals Opportunity
3.      Content Marketing’s Best Practices

Salespeople? Who Needs Salespeople?

Maybe you haven’t noticed so far, but in the age of the Internet, salespeople – the good old Ziglar type – have become a thing of the past.

How so?

Well, because of a change in the mindset of the customers.

Your buyers are now capable of finding everything they want to know about your products online, rendering them much more powerful and much less susceptible to being tricked or persuaded to buy something.

The only way you can do that today is by earning their trust and becoming their friend.

And, thus, placing yourself at the top of their minds!

Trust Plus Consistency Equals Opportunity

It’s not easy to gain someone else’s trust.

If it was, you would have much more friends than you have now.

And when you want to sell something to someone, it’s even more difficult.

So, start by doing something extraordinary for the marketing world – don’t take advantage of your buyers, but lend them a helping hand.

We never thought we’d say this, but it seems that in the 21st century, Kant’s second formulation of the categorical imperative can’t ring any truer: “Act in such a way that you always treat humanity, whether in your own person or in the person of any other, never simply as a means, but always at the same time as an end.”

Do this in a more consistent manner – and you’ll be granted with an opportunity.

Not to sell your products.

But to have them bought.

Content Marketing’s Best Practices

A good way to promote yourself in an age where earning the trust of your customers is an imperative is by using strategically developed – but always honest – content.

If you’re new in the business, follow these few steps:

#1. Set the right goals and document your strategy: and always start with a why.
#2. Focus on ideas which attract people: and seek guidance on how to do this.
#3. Commit to the process of content creation: and make it as enjoyable as it can be for your team.
#4. Find a way to distribute your content well: and make sure to update the methods continually.

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“Top of Mind Quotes”

Helping others when you have the ability, being yourself and doing it all with consistency are normal human behaviors. Click To Tweet

Content won’t generate an overnight spike in sales. That should never be the goal because that’s not how content works. Click To Tweet

Like helpfulness, authentic likability is a practice. It can’t be forced, but it can be developed through everyday thoughts and actions. Click To Tweet

Trust manifests itself on a spectrum. The degree to which you trust someone determines how far out you’ll stick your neck for her. Click To Tweet

Even the most thoughtful act of kindness will not generate long-term top-of-mind status if it’s a one-off. Click To Tweet

Our Critical Review

As Al Ries and Jack Trout noted in their 1981 classic “Positioning” (which we didn’t hesitate to include in our list of top marketing books in history), “positioning is not what you do to a product: positioning is what you do to the mind of the prospect.”

“Top of Mind” shares some tips and tricks which may help you emerge victorious from this battle for your mind.

And according to John Hall, once that happens, you’ve won the marketing war.

You want to have this book as an ally: it’s smart, practical and thorough.

An excellent resource!

 

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Scientific Advertising PDF Summary

Scientific Advertising PDFAdvertising isn’t an art.

It’s science.

And Claude C. Hopkins set the foundations of “Scientific Advertising a century ago.

Ignore him at your peril.

Who Should Read “Scientific Advertising”? And Why?

We have a great way to answer this question.

It’s a claim by none other than David Ogilvy, the father of advertising:

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.

Claude C. HopkinsAbout Claude C. Hopkins

Claude C. Hopkins was an advertising pioneer, widely considered one of the foremost figures in the history of marketing.

After a long advertising career, in 1923, Hopkins published “Scientific Advertising,” the foundation of direct marketing.

Four years later, he wrote his autobiography, “My Life in Advertising.”

He died in 1932.

“Scientific Advertising PDF Summary”

Claude C. Hopkins?

Now, where have you heard that name?

Because it sounds familiar, doesn’t it?

If you answered this question with a “yes,” but you still can’t put your finger on where exactly you’ve heard of Hopkins, we may be able to help: you’ve probably either read Charles Duhigg’s “The Power of Habit” or are a regular reader of our blog and have happened upon its summary.

According to Duhigg, Hopkins is the reason why you brush your teeth.

Or, to be more specific, Hopkins is the guy who created such a successful advertising campaign for Pepsodent, that in a decade, the number of Americans brushing their teeth increased tenfold!

Well, in “Scientific Advertising” he uncovers how he did it – and how you can do it as well.

And even though this fairly short book was written almost a century ago and is merely 10,000 words long, many of its messages are still as relevant today as in 1923!

Don’t believe us?

Well, read it for yourself here!

Or, just read ahead: we’ll go over the main points!

First of all, according to Claude C. Hopkins, must never forget that advertising is salesmanship. “Ads are not written to entertain,” writes Hopkins. “Measure them by salesmen’s standards, not by amusement standards.”

In other words, it’s pointless to make a funny ad which entertains people if it doesn’t call them to action.

If you are an advertiser, consider yourself a salesman as well. The only difference is in the degree: advertising is multiplied salesmanship.

Consequently:

There is one simple way to answer many advertising questions. Ask yourself, “Would it help a salesman sell the goods?” “Would it help me sell them if I met a buyer in person?”

A fair answer to those questions avoids countless mistakes. But when one tries to show off, or does things merely to please himself, he is little likely to strike a chord which leads people to spend money.

Why?

Because people are mostly selfish.

Ignoring this fact is a serious advertising mistake.

You are not making an ad to have fun; you’re making it to make sure that you give your customers the important information about your product and list your advantages.

Don’t think you can fool people in the long run: they can be coaxed, Hopkins says, but not driven. “Whatever they do they do to please themselves.”

Don’t ever forget that.

Also, don’t ever forget the power of headlines and images.

Use them both to pick out the right people, to attract the attention of the people you actually want to be your customers.

Because, ultimately, what you have can only interest a certain number of people and it will interest them for only a certain number of reasons.

Research the latter and address the former.

If you’re in a crowd and you want to get the attention of a certain person, the first thing you say is “Hey there, Bill Jones, I’ve got something to tell you.”

Well, the same holds true for your ads as well.

Which leads us to an extremely important aspect of advertising: being specific.

Generalities are never the way to go.

Saying that you are “best in the world” or that you have “lowest prices in existence” is expected – and is the worst thing you can do if you want to get someone’s attention.

Phrases such as these suggest both that you are no different from the rest of the bunch and that you have a tendency to exaggerate and couldn’t care less about the truth.

On the other hand, “a man who makes a specific claim is either telling the truth or a lie.” And that, in itself, earns the trust of your customers.

Advertising generalities are like saying “How do you do?” when you have no intention of inquiring about one’s health; asking something along the lines “Does your stomach feel better today?” is infinitely better!

It expresses genuine concern and relevant knowledge.

And people value those things.

However, what they value much more is the product itself.

Which means samples are of prime importance.

However expensive,” Hopkins notes, “they usually form the cheapest selling method.

Of course, not by themselves alone – they must be part of a complete story, an element of a mental impression, an essential fragment of the atmosphere surrounding them.

That’s why:

Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim.

Key Lessons from “Scientific Advertising”

1.      Advertising Is Salesmanship – and Salesmanship Is All About Human Psychology
2.      Stand Out by Being Specific – Not by Negative Advertising
3.      In Advertising, You Need a Strategy, a Story, and a Good Name

Advertising Is Salesmanship – and Salesmanship Is All About Human Psychology

If you want to be a good advertiser, there’s nothing more important than understanding that you are basically just a salesman – times thousand.

The only purpose of advertising is to make sales,” emphasizes Hopkins. And, consequently, “its principles are the principles of salesmanship.

Which means – you need to root your advertising strategy into the very nature of what it means to be a human.

Fortunately, says Hopkins:

Human nature is perpetual. In most respects, it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.

What does this mean in practice?

Well, for example, that “curiosity is one of the strongest human incentives” and that, at least for the extravagant Americans, “cheapness is not a strong appeal.”

Also, it means that “people judge largely by price” – so don’t ever forget that!

Stand Out by Being Specific – Not by Negative Advertising

If you want to make an impression, it’s important that you stand out.

And if you want to do that, don’t even think for a moment that you’ll get by on phrases such as “the best in town” or “the cheapest in the world.”

Impressions are made by those who dare to be different and unique, those who have found a way to make each of their customers feel as if an individual, an exceptional human being.

And those who are distinctive – but in an admirable way.

For example, studies have shown that negative advertising is never good: attacking a rival makes you look selfish and unfair.

So, show beauty, not homeliness; health, not sickness. “Don’t show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about the wrinkles.”

In Advertising, You Need a Strategy, a Story, and a Good Name

Advertising,” writes Hopkins, “is much like war, minus the venom.

In other words, you must have some skill and knowledge, and a lot of training and experience.

Also: you must have the right equipment, the proper ammunition, and enough intelligence and data on your competitors.

An important part of your winning strategy should be your story – the why of your business. People tend to buy specific products much less than stories: the core purpose of your company may be your most important product.

Which also means that you need to spend a lot of time thinking of a good name – both for your company and your subsequent products (think of the “i” of Apple’s advertising strategy).

A good name means a good foundation in itself. “Some names,” claims Hopkins, “have become the chief factors in success. Some have lost for their originators four-fifths of the trade they developed.”

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“Scientific Advertising Quotes”

Advertising is salesmanship. Its principles are the principles of salesmanship. Click To Tweet

The competent advertising man must understand psychology. The more he knows about it the better. Click To Tweet

Literary qualifications have no more to do with (advertising) than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must. Click To Tweet

An ad-writer, to have a chance at success, must gain full information on his subject … Perhaps in many volumes he will find few facts to use. But some one fact may be the keynote of success. Click To Tweet

The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. Click To Tweet

Our Critical Review

“Scientific Advertising” only missed the cut of our top marketing booklist by an inch.

And that should tell you what we think about this book more than any adjective.

We’ll use one, nevertheless:

Timeless.

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The New Rules of Marketing & PR PDF Summary

The New Rules of Marketing & PR PDFHow to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Marketing is becoming more than we can handle! Do we need some assistance to cope with the pressure of the digital age, or a simple mind-shift can turn things in our favor?

We discuss what needs to be done to avoid full disaster!

Who Should Read “The New Rules of Marketing & PR”? And Why?

Unlike other disciplines, marketing changes with each passing minute. We cannot subside the storm deriving from various influences, but we can produce a different spell of decision-making.

The New Rules of Marketing & PR is perfect for marketers in the making and those who intend to expand their knowledge. We wholeheartedly recommend it because of its comprehensiveness and depth.

About David Meerman Scott

David Meerman ScottDavid Meerman Scott is an online strategist, marketer, and the author of several books. He received his college degree from the Kenyon College in 1983.

In his teachings, he publicly criticizes the mainstream approach and asserts that such methodology doesn’t work on the Web.

“The New Rules of Marketing & PR PDF Summary”

There’s no doubt that the market is facing some internal shifts caused by technological progression that instigates a new understanding. This book displays some amazing mind-blowing rules, which are not for disposable use.

From building a successful online campaign to targeting various IBPs, it’s all in there. David compiles a list of interviews with marketers, and other specialists in the field to get to the bottom of many problems that are harassing the minds of many.

Apart from this, you’ll get a glimpse at the operations of Fortune 500 companies, and how you can apply the same knowledge in your endeavors. Not all topics are linked to the marketing industry, the diversity in this book is what makes it so unique.

The idea of handling the overly-competitive marketplace scares even the most experienced marketers. New rules emerge as a result of the overflow, which threatens to “exterminate” the weak and to reward the courageous and motivated ones.

Part 1: How the Web Has Changed the Rules of Marketing and PR

It is out of the question that the Web is a gross opportunity for those willing to connect with their audience. Even though it gives you a fighting chance against much bigger corporations and companies, its features are not explored to the full extent.

By now, we assume you only used a fraction of its capabilities, with an idea to make a more cost-effective campaign that appeals to a specific audience. Reducing the advertising costs is just one facet that we ought to keep in mind.

Potential customers and users are just one click away from their answer. Search queries give the users the driving site in the digital age. Loyalty is evaporating, because the internet always has an option B, for anyone’s particular demand.

TV ads are no longer an effective channel for building brand awareness, as a matter of fact, they never were! In general, the TV-complex is much more convenient for products or services that match the needs of the broader audience.

Wise marketers try to look at their offer from the buyer’s shoes; they attempt to anticipate their reactions and outline all possible scenarios. It’s also smart to design various groups of buyers, with different preferences and interests. That way you can customize your offerings before delivering the final draft.

Part 2: Web-Based Communications to Reach Buyers Directly

For instance, blogging can help soar to new heights. In reality, blogging is not for everyone – in other words, not every person out there knows how to engage the audience with the help of inbound marketing.

Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer? To be successful, you need to do the same thing.

If your prowess as a wordsmith is on sufficient level, your efforts will not be in vain, and you’ll be given a reward. We are not just talking about the financial benefits, because having a long-term perspective to grow your business, requires creative mindset driven by the ability to mix things up.

So, what’s next?

Without the support of the social media channels, traditional media, you will merely be forced to acknowledge defeat. You need to turn on that switch and connect with the buyers directly, don’t use intermediates in the process.

If you plan to go viral, you need to harness every bit of creative energy to succeed. One way to do that is by taking the shortest route when addressing your audience. You don’t need agencies to create a piece of content or present an idea that will circulate quickly. The only thing you actually require is a full understanding of what your users insist on having or using.

The web from a more technical standpoint can be marked as a hyper-efficient data-collection process, that is filled with trickery and tricksters. Not utilizing its capacities can greatly affect (in a negative way) the performance of the web.

The only fly in the ointment in the digital age is the overflow of information. The electronic devices enable us to sort the data available, which can help us extract only the most relevant takeaways.

Part 3: Action Plan for Harnessing the Power of the New Rules

Let’s say you are Watch Repair Company located somewhere in Western Europe. If you plan on drawing more people to your store you need an online presence. To build it, you need more than just blogging, but understanding what are you publishing.

People are tired of vague posts that produce little value. If you are willing to put a little bit of extra effort to create a superior service, your customers will show appreciation and sing your company’s praises.

Be realistic about your offers and whether your sales funnel is perfectly designed to increase conversion rates. See whether you have the leadership required to influence the buying process! By all means, a company that doesn’t emphasize the value of designing a proper delivery channel to supply the end users will face catastrophe.

The deadliest formula is delivering the perfect service, in the ideal time, to the perfect audience. If you fulfill all these substeps, one way or the other you’ll end up the winner.

In PR, it’s not about clip books. It’s about reaching our buyers.

Marketers must get out of their shallow and conventional methods, and explore the world of influence on a global scale.

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“The New Rules of Marketing & PR Quotes”

Barack Obama is the most successful new marketer in history. Study his campaign so that you can adapt the ideas for your business. Click To Tweet When people come to you online, they are not looking for TV commercials. They are looking for information to help them make a decision. Click To Tweet As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. Click To Tweet

Our Critical Review

When it comes to marketing, it’s not about winning awards, nor becoming celebrated. It’s about creating that spark that can lift the spirits of everyone in the process.

Creating a win-win situation requires qualified staff and capable leaders whose ideas are aligned with the company’s objectives.

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Buyology PDF Summary – Martin Lindstrom

Buyology PDF Martin LindstromTruth and Lies About Why We Buy

It’s easier if we live in a lie, right? – Well, apparently the advertising world, stimulated by profits, got the idea of how to control the outcome of their campaigns.

On top of that, neuromarketing grants them all the necessary tools to minimize possible failure!

We put in a nutshell: what Martin Lindstrom discovered, and how that affects the business world.

Who Should Read “Buyology”? And Why?

You won’t regret if you put this book on your bookshelf. Why? – Because, unlike other classics, which relate to a certain audience, “Buyology” has received critical acclaim for its in-depth research.

In other words, we believe that is very well suited for all people, and thus answers the cry for help of everyone.

About Martin Lindstrom

Martin LindstromMartin Lindstrom is an author, marketer, keynote speaker and columnist for TIME Magazine, and Harvard Business Review.

He is highly skilled in consumer behavior, and what brands should do to maximize their ROI (Return on Investment).

“Buyology PDF Summary”

Buyology by Martin Lindstrom was designed to change the course of the sales funnel, which is affected by the buying decision-making. Martin and his team of experts realized that by utilizing fMRI and EEG technologies, you could read the minds of the customers and see how they react to specific changes.

This brand-building strategy incites the marketers to anticipate the next move of their target group, and dig deep into discovering what’s holding them down before making a purchase.

In other words, Lindstrom dropped a research bomb, in which he collected a massive amount of neuromarketing data. They discovered something extraordinary, a real breakthrough in terms of sales, which seemed too good to be true.

Another thing worth mentioning is Martin’s way of transforming facts into stories, to make them look and feel more absorbable.

The main lessons were extracted from the research in 2004, and the expenditure for compiling such enormous amount of information reached up to astonishing $7 million.

Neuromarketing was a neglected term, a concept that was never under surveillance. If you are still not sure what this case-study was all about, let’s solve this puzzle.

The main idea was to discover how the brain reacts and does it responds to a different marketing stimulus.

Are those incentives strong enough for the customer to change directions? – The body language, the premonitions of doing something useful, subconscious thoughts, all fall in the same category.

Indeed, we are inclined to agree, that escaping from the endless cycle of decision-making is a fictional conclusion.

Something controls our behavior, and it’s in our interest to find out more. Are we leaning to one concept or the other? Do we rely on intuition, or the inner voice, before we put the product in the bag?

A  humoristic commercial that extols the benefits of a specific product or service can change the mindset of the people on the other side of the tv-set. For instance, do you know that cigarette ads make people addicted to them even more?

It was Martin’s job to find the core of such mentality, and it may seem a little unorthodox, but that’s how it is. Many groups, already addressed the Congress to stop neuromarketing, because it’s unethical method for increasing sales, at the expense of the well-being of people.

But to be honest, I didn’t share these ethical concerns.

They indicated that commercial benefit, is not at the center of human development, and as such must be restricted and controlled.

When we brand things, our brains perceive them as more special and valuable than they actually are.

In each chapter, you’ll find different facets of neuromarketing, its impact and the power radiating from utilizing such channel. In simple terms. It forces potential buyers into making split-second decisions and thereby guides them through the sales funnel.

Let’s look at it this way: If you participate in a survey commissioned by a credible organization, you must give some answers.

When it comes to a certain commodity; let’s say that you express strong negative feelings about it, and what this does is triggers a different spell of marketing.

The leading individuals behind this survey understand that you bear a grudge against that specific concept, but according to neuromarketing that doesn’t quite reflect your aversion.

You might want to provide a quick checkup of your stimulus and investigate whether your brain is prone to react. In plain English: when you sent negative brain signals, the producers take this as a sign that you share a hidden interest in the topic.

There are other factors such as religious beliefs, superstition, sexual orientation that also determine your position regarding neuromarketing.

Lindstrom comes to a conclusion that using neuromarketing to full extent will drastically improve your odds of success when launching a new product or service. Once the market gives its thumbs up, then you ought to focus on market positioning, and building awareness.

As you can see, plunging into the depths of neuromarketing can give your company the advantage to understand the market, and provide a solution to its problems.

Lindstrom tries to engage the audience and minimizes the complex terminology to make it more easily readable.

Key Lessons from “Buyology”

1.      Be persuasive but realistic
2.      Find your breaking point
3.      New times, new measures

Be persuasive but realistic

People are misguided by the “stories” made up about sales-people, which are also labeled as intruders.

Indeed, almost all businesses put a lot of emphasis on sales, and if yours is no different, perhaps you would like to outline the product’s benefits, not what is in it for you.

Find your breaking point

Have you ever investigated your Buyology? – Are you interested in finding what triggers a “buying” mentality?

It’s necessary to ponder on the stimulus which can change your perception and mindset. That way, you’ll no longer be at the bottom of the system.

New times, new measures

The traditional market research techniques are losing its grip, and a full-scale change in strategy must be set in motion.

Creating focus groups and conducting surveys is no longer an efficient approach to foresee a possible rejection from the business community.

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“Buyology Quotes”

Sex doesn't sell anything other than itself. Click To Tweet 90 percent of all Gillette shavers are bought by women for the men in their lives. Click To Tweet When we read a book, these specialized cells respond as if we are actually doing what the book character is doing. Click To Tweet Fear, in my experience, spreads faster than anything else - and the ads for those drugs have done a very nice job scaring the pants off us. Click To Tweet

Our Critical Review

All the persons who have read this book, are gravitating towards a new outlook of the whole situation, and we are no different.

Staying abreast of mind-blowing discoveries is the only method for staying on top.

Buyology gives you precisely that!!

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Everybody Writes PDF Summary

Everybody Writes PDFYour Go-To Guide to Creating Ridiculously Good Content

Do you need a right-hand man to help you with your writing assignments?

Don’t fear, because unlike other masteries, becoming a journalist, editor, writer or a screenwriter relies on gradual development.

If we lay it on the line, then perhaps everyone will grasp how straightforward it actually is.

Who Should Read “Everybody Writes”? And Why?

Well, is it true, that Everybody Writes? Yes, of course, it is; whether you are doing it professionally, or for personal causes, you can’t slip from its grasp.

We believe that this book needs no classification, and as such, it’s user-friendly and easily absorbable.

About Ann Handley

Ann HandleyAnn Handley was cited in Forbes, as one of most influential women in the sphere of Social Media and Marketing.

She is the author of Content Rules, as well.

“Everybody Writes PDF Summary”

The ability to write the perfect copy that will attract customers, convert leads into sales and part-time users into full-time collaborators, comes down to simple ground rules.

For example, every big brand has a homepage, where you can find some detailed info regarding the company and its services. Nevertheless, if the company takes the writing process for granted, and doesn’t put enough effort into making a compelling piece of content, it cannot prosper.

How to design the best copy, which stands out from the rest?

Proficient copywriters and technical contributors believe that the perfect recipe for success from an inbound marketing standpoint is the idea to mix keyword heavy content + data.

That way, your content will appeal to the broader audience, and help them to find what they’ve been looking for.

It comes as no surprise that writing is an essential topic in building brand-awareness and providing valuable services to the customers. The real dilemma is – is this talent crafted in the fire of practice, or wordsmiths inherited this God-given gift, which not everyone has?

Let’s expose some great news – Yes, if you learn some basic rules, and you can follow them, your writing will improve quickly.

What many people don’t realize, is that writing is also a precise “business.” You can’t decide your topic somewhere along the road, and having a well-defined plan, strategy and goal is critical for making your copy as appealing as possible.

The truth is – The first paragraph is the toughest! Why? Because, in the first few seconds, you can either lose or engage your audience.

Not even J.K. Rowling became the author she is today, after writing her first piece. Although some of her works were an overnight sensation, her dedication, talent, and discipline were blended into a gradual refinement process.

Editing is perhaps, the most critical element in the writing process. How does that work? – First and foremost, you need to write the first draft, that contains all the key points you wish to expand on, and the data that backs your assertions. Afterward, you can begin polishing the text.

Very often, the people you think of as good writers are terrible writers on their first drafts. But here’s their secret: They are excellent editors of their own work

Even if the copy didn’t live up to its expectations, there’s nothing to worry about, just remember that your prowess as a wordsmith must come naturally.

Let’s look hypothetically; you have a big project, and you don’t know how or where to start. The issue you are addressing is complex, and you lack the expertise and experience to deliver high-quality output.

As you outline the key ideas, you’ll notice that your game plan, has cracks in it, and you may need to fill in that void with relevant examples. As it turns out, it’s not about being perfect, but being organized and creative.

Having typos, or style issues in the first sentence is the worst-case scenario. 9/10 users will bounce back, and label your work as irrelevant and low-quality. So, catching the reader’s attention is what makes the whole difference between a bad and excellent copy.

So, before you begin the writing, be sure you know the purpose or mission or objective of every piece of content that you write. What are you trying to achieve? What information, exactly, are you trying to communicate? And why should your audience care?

How to do precisely that?

First impressions are very important, and you’ll never get a second chance to impress the readers. To have them continue reading, it’s vital to emphasize their problem, and put their need at the center!

The embodiment of a successful copy is “Valuable Information” that is almost worth paying for!

In the same fashion, background information can prove to be decisive especially in that first couple of sentences. If you dig up some relevant info regarding the issue that sides with your claims, the reader will be eager to read the rest.

However, there’s a slight disadvantage in this approach. If you give too much background information before jumping to the point, the reader may lose its passion for your piece, and bounce back.

Another thing you should take into consideration is posting calendar!

Evidently, sharing your content on social media, at a give time-frame when the users are most active, can give you the edge.

For instance, Facebook is at peak traffic on Fridays, when the regular business day is over. Knowing this, can give you the upper hand, and prompt you to adjust your blogging schedule to fit the needs of your users.

Understanding their wants and demands is vital for portraying your company as the helper guy! These followers expect their needs to be met, and by doing so, you’ll suck them in, and make them dependent on your services.

In the end, it is critical to mention that we live in a customer-centric era. Every wrong move is punishable; every right action is rewarded.

It’s not about your company; it’s not about you; focus on what your organization has to offer.

Key Lessons from “Everybody Writes”

1.      Design the perfect About Us page
2.      Dive deep into discovering their necessities
3.      Focus on the problem, and then provide a solution

Design the perfect About Us page

Mediocre websites, often design a keyword rich copy in the About Us page, making it friendly to Search Engines, but hostile to readers.

No one likes to read about your accomplishments, but what you can offer to those who landed there. Explain your services, vouch for discretion and credibility, to make them less aversive.

Dive deep into discovering their necessities

Understanding wants, and demands of the users as a process is vital for portraying your company as the helper guy!

These followers expect their needs to be met, and by doing so, you’ll suck them in, and make them dependent on your services.

Focus on the problem, and then provide a solution

Every user, or reader that has landed on your page or book, needs specific answers.

So, in the first paragraph, you ought to show, how your piece can solve their issues, and why is it worthy for sticking around for a while.

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“Everybody Writes Quotes”

Any fool can make something complicated. It takes a genius to make it simple. Click To Tweet Because at some point, you do have to rush your own art. Otherwise, your art sits on its butt on the couch eating chips and salsa. Click To Tweet A writer who waits for ideal conditions under which to work will die without putting a word on paper. Click To Tweet Good writing serves the reader, not the writer. It isn't self-indulgent. Good writing anticipates the questions that readers might have as they're reading a piece, and it answers them. Click To Tweet Words matter. Your words (what you say) and style (how you say it) are your most cherished (and, yet, undervalued) assets. Click To Tweet

Our Critical Review

Nothing comes better than well-researched, and informative book, that does more than putting two and two together.

It unties many knots and puts the average Joe into a new position – “WORDSMITH” in the making.

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Guerrilla Marketing PDF Summary

Guerrilla Marketing PDFEasy and Inexpensive Strategies for Making Big Profits from Your Small Business

When you have a fearsome opponent but not enough resources to fight him in the fields and on the beaches – it’s only smart that you start using ambushes, hit-and-run tactics, and petty warfare to gain some advantage.

And, as we have learned from the world’s foremost military analysts, there are not that many differences between the world of war and the world of business.

In other words, as Jay Conrad Levinson taught us, there is such a thing as “Guerrilla Marketing.”

And you shouldn’t be afraid to use it.

Who Should Read “Guerrilla Marketing”? And Why?

It’s there in the subtitle: if you want to make big profits from your small business by using easy and inexpensive strategies, then “Guerrilla Marketing” is the book for you.

It’s also a good way to get yourself more familiar with the marketing practices of the digital age, so, if you are an entrepreneur or a marketer, make “Guerrilla Marketing” a must-read: you don’t want to be left behind.

Jay Conrad LevinsonAbout Jay Conrad Levinson

Jay Conrad Levinson was an American business writer, known as the man who invented the concept of “guerrilla marketing.”

Born in Detroit and raised in Chicago, Levinson graduated from the University of Colorado. He left the United States to work for Leo Burnett in London, serving as the Creative Director at Leo Burnett Advertising.

Afterward, he returned to the United States and became Senior Vice President at J. Walter Thompson and started teaching guerrilla marketing at the extension division of the University of California in Berkeley.

A monthly columnist for “Entrepreneur Magazine” and at the Microsoft’s website, Levinson wrote almost 30 business books during his life, most of which appear in numerous languages, and some of which – such “Guerrilla Marketing” – are required reading in many MBA programs.

“Guerrilla Marketing PDF Summary”

By definition, marketing is “the study and management of exchange relationships… used to create, keep and satisfy the customer.”

Obviously, this presupposes a continual balanced effort: if you don’t call your girlfriend from time to time or if you go too far with your wooing efforts, you’ll probably end up with no exchange relationship to study and manage.

Now:

Traditional marketing identifies the heavy weapons of marketing: radio, TV, newspapers, magazines, direct mail, and the Internet.

As you can see even at first glance, most of these are expensive!

“Coca-Cola” and “McDonald’s” may be the world’s most recognizable brands, but this comes at some very hefty prices: these companies spend roughly $1 billion dollars a year to create brand awareness and market their products.

And they are not even close to the top 5!

Of course, if you are a small-business owner with a dream, this doesn’t bode well for you: you’ll never have enough money to compete even with far less important players.

Well, this is where Jay Conrad Levinson’s “guerrilla marketing” enters the stage.

The idea is simple: when you don’t have money, use your brains more creatively and find another way to reach your customers.

Unlike the big companies, you can’t think in the long run either: you can measure your success only in terms of immediate profits, because, as opposed to “Coca-Cola” and “McDonald’s,” you don’t really have money to burn to reach a wider audience and expect a return ten years later.

Guerrilla marketing is basically a way for a small business to use the one edge it has over big companies: the potential for dialogue.

Marketing’s biggest hit for decades – a TV commercial – is, by definition, a monologue: “I’m telling you the most important things about myself.”

However, small businesses have the time to respond individually to their customers and should use this to generate a dialogue and get closer to them: “You ask me anything you’re interested in – and I’ll tell you whenever you want, and in whatever form you’d prefer.”

If you want to build a successful guerrilla marketing campaign, you must first position yourself well on the market.

Then, you should make seven key analyses:

#1. First of all, you should determine your customers’ desired action, so that you have an objective to strive for. In other words, if you are the owner of a bookstore, the desired action would be people coming to your store and buying your books.

#2. Then, you should establish your competitive advantage – i.e., why would someone buy your product and not someone else’s. Is your product unique, better, less expensive?

#3. Defining your target market is the third thing you should be aware of. In other words, who are the people you want to sell your product to, the people willing to buy it?

#4. Next – your marketing tools. These depend largely on your target market since there’s no point in selling an ad in a magazine if your target market consists of people who prefer books.

#5. Which brings us to the market niche – ask yourself what it is and what is your core business.

#6. The sixth thing you will have to think through before embarking on a guerrilla marketing campaign is your business identity. Don’t lie to your customers that you are more than you can be. In the long run, this strategy always fails. What works is honesty.

#7. Finally, determine your campaign budget. Of course, you should make the calculation in relation with how much you want to earn in return. It is a big mistake for any small business to use more money than a campaign promises to return.

Address these seven issues, and you have a solid foundation for a guerrilla marketing campaign.

Then, your creativity is the only limit: choose whichever medium best suits you, see if you can give away free stuff, organize free parties, learn the values of non-media marketing, invent your own personal marketing strategy… anything you can think of!

Empires have been built on guerrilla marketing methods.

Don’t waste your chance to build one yourself by thinking that you need a lot of money for a marketing campaign.

Key Lessons from “Guerrilla Marketing”

1.      Guerrilla Marketing Comes In Handy When Your Resources Are Limited
2.      The Seven Foundations of a Successful Guerrilla Marketing Campaign
3.      The Rule of Thirds and Internet Marketing

Guerrilla Marketing Comes In Handy When Your Resources Are Limited

Until the mid-1980s, marketing was something only large corporations could afford.

But, then, with the advent of the Internet and Jay Conrad Levinson’s disruptive guerrilla practices, marketing changed profoundly.

Because what Levinson noticed before anybody is that a new age arrives, one in which you won’t need too much money to market your product.

The only thing you’ll need is creativity.

The Seven Foundations of a Successful Guerrilla Marketing Campaign

A successful guerrilla marketing campaign starts with positioning and with careful consideration of its seven most important aspects.

Namely, determining your customers’ desired action and your competitive advantage, defining the target market and your marketing tools, establishing your market niche and inventing your business’ identity, and, finally, settling on your campaign budget.

All of these things are vital – and you shouldn’t skip any of them.

The Rule of Thirds and Internet Marketing

Internet marketing was basically non-existent when Jay Conrad Levinson first published “Guerrilla Marketing,” but nowadays it’s so ubiquitous that Kotler’s “Marketing 4.0″ is justly subtitled “moving from traditional to digital.”

However, if you want to market yourself on the Internet, you should be aware that many things depend on the right allocation of your resources.

A good way to circumvent risks is adhering to the rule of thirds.

Namely, first, spend one-third of your money to build a website, then the second third to promote it, and the final third to continually manage it.

Don’t waste more than a third on any of these processes – or you’ll end up with a great website that no one visits, an average website that people have no interest of visiting, or an exceptional website that people stop visiting after it stops improving.

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“Guerrilla Marketing Quotes”

If you can't convert those people to paying customers, you'll have failed at one of Internet marketing's necessities – converting visitors to customers. Click To Tweet

Because they are so intimidated and worried about making mistakes, they simply don't do it. Click To Tweet

If you can talk to them about themselves, you'll have their full attention. Click To Tweet

Quality is not what you put into your product or service but what your customers get out of it. Click To Tweet

In the fool's mind, there are many choices; in the wise man's mind, there are few. Click To Tweet

Our Critical Review

“Guerrilla Marketing” is one of the most important marketing books ever written, and certainly the most influential in the world of small business owners.

Truth is, you’ve actually read this book by now even though you’ve never bought it, since its ideas have become such a big part of our everyday life, and marketing has democratized to such an extent after the digital revolution that it is almost impossible to not employ some form of guerrilla marketing and survive in the jungle of capitalism.

But don’t forget: the first edition of this book was published in 1984, and almost immediately it became a classic.

And its essential premise – if you don’t have money, it doesn’t mean you’re not creative – is basically the organizational dictum for the majority of marketers in the world today.

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Make a Killing on Kindle Summary

Make a Killing on Kindle SummaryAre you a self-published writer?

Then it is time you understand that your job is not just to write, but to market your book as well.

Read on to find out the exact techniques that can help you top the Amazon charts in no time.

Who Should Read “Make a Killing on Kindle” and Why?

“Make a Killing on Kindle” is a step by step marketing guidebook that will help self-published authors reach their readers and climb the Amazon charts in a particular category in a matter of just a few weeks.

We recommend it to all aspiring authors, and to the already published ones who want to experience bigger success.

About Michael Alvear

Michael AlvearMichael Alvear is a successful self-published author with over two decades of experience in media and marketing strategies.

“Make a Killing on Kindle Summary”

Some time ago, everyone who wanted to publish a book, had to gain the favor of the publishing gatekeepers: the critics, editors and publishing houses.

However, the Internet has changed the world in so many ways, and it has already changed the publishing industry.

Now aspiring authors no longer have to beg for mercy: they have the market at their fingertips.

But, does that mean that now anyone can be an author?

Well, it does mean that everyone can publish a book, but that is not the same as being a successful author.

The fact that everyone can publish his or her book means that the competition is as big as ever.

There are so many titles that readers can choose from, so why would they pick your book?

The key is not being a good writer. Yes, you have to know how to write, but your job now extends much further than that.

Once you take off your writer’s hat, now you have to roll up your sleeves and put on your marketer’s hat.

Many books and articles explain the world of self-publishing. However, most of these texts advise you to do the same as other already successful authors: create a reader’s platform by making people subscribe to your email newsletters and follow you on Twitter.

However, this is such a hard thing to do, since you will have to have hundreds of thousands of people in your loyal fanbase, in order to make it.

Statistics show that only three-tenths of one percent will click on an advertisement displayed on your blog. Out of this number, only four percent will continue and buy your book.

Can you see how low these numbers are?

Out of 10 000 subscribers, only 1.2 will become your reader.

Obviously, if you are a new author, this approach will not work for you.

Another thing you should not attempt doing is creating a social media campaign around your Kindle book. Social media is great for attracting followers, but that does not mean that those followers are Kindle users.

We just told you not to use the two most famous tactics about making it in the self-publishing world.

Then, what do we advise you to do?

Do not worry; we have a few other, more useful tools you can use to actually create results.

First, remember that readers need to be able to find your book. In order to do that, you have to insert keywords in your book title, description, and the search engine profile, which will connect your book to what your customers search for.  

However, how do you know the words people search for?

Google has you covered on this. Search for a phrase of your book on Google AdWords, and you will see a list of related keywords along with the frequency of searches. Then, choose your keywords from this list.

Another thing you have to put some thought into is the category you place your book in. To find a category, find authors who are similar to you, and the categories they use for their publications.

While you do this, be careful not to put your book in a category that has too much competition in it.

Balance is the key since you want something the readers search for, but you do not want your book to be just another of the many.

Now that you have this covered, it is time that you take care of the visuals.

The cover is what makes the first impression of your book, as well as its title.

Do not lose your battle before it even begins – put some effort into coming up with a good title and put your book design into a professional’s hands.

The best titles are short and attractive. Also, make it as clear as you can, since today’s readers do not have too much patience to find out the meaning of the words.

The only thing that is left is creating an effective book description and adding the “look inside” option, which will allow your readers to have a peek at your content.

Of course, once you let your readers have a look at your content, you must ensure you get them to see the best part of your content, that will only leave them asking for more.

What we covered are just the basics of creating your book for online readers. For more information scroll down to our key lessons, and for a better understanding and all the techniques refer to the full book.

Key Lessons from “Make a Killing on Kindle”

1.      Social Media Presence Will Not Help You as Much as You Think It Will
2.      The Title and Book Cover Are Everything
3.      Get Reviews

Social Media Presence Will Not Help You as Much as You Think It Will

Most books on self-publishing will advise you to build a following on social media, but in fact, only a small portion of your followers will turn into your readers.

So, instead of obsessing over the numbers on Twitter, put an effort in creating a good book.

The Title and Book Cover Are Everything

You have heard it many times: do not judge a book by its cover, but the fact is that everyone WILL judge your book by its title and cover.

So, make sure they are good.

Get Reviews

When you are starting out, make sure you have reviews on Amazon, since readers will get more interested in reading your book if they see someone else has read it.

Reach out to your friends and family to do you this favor. Make sure not the starting reviews you get are five-starred, since if that is all there is – no one will believe they are genuine.

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“Make a Killing on Kindle Quotes”

Don’t pretend to ask for advice when you’re looking for vindication. Click To Tweet Write the book description in the third person and present tense. As if you’re sitting face-to-face with a browser who just asked you what the book is about. Click To Tweet Try not to mention more than three or four characters unless they’re vital to the story. If you can’t hook them with four characters you won’t be able to do it with five or six. Click To Tweet Search -Power words- on Google and you’ll find plenty of them. Click To Tweet

Our Critical Review

“Make a Killing on Kindle” does exactly what it promises in the title: it gives readers a set of useful principles that they can follow if they want to make it in the highly competitive self-publishing world.

Although it is a bit old, when it comes to the Internet, the principles are still sound and valuable.

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Finding My Virginity Summary

Finding My Virginity PDFThe New Autobiography

In 1998, Richard Branson – oh, sorry, that’s actually Sir Richard Branson – published his debut book titled “Losing My Virginity,” a 600-page autobiography which was lauded by both critics and general readers.

Twenty years and six books later – he’s back with the rest of the story: “Finding My Virginity” is the iconic sequel to an iconic memoir of an iconoclastic showman.

Who Should Read “Finding My Virginity”? And Why?

Oh, come on – it’s Richard Branson! If anybody has a life story to tell – it’s him! While we would probably struggle to pen an exciting chapter or two, Branson’s autobiography, across his two memoirs, is over 1,000 pages long!

You thought you’ve read everything once you finished “Losing My Virginity”?

Well, you thought wrong!

Delve even deeper into the story of Branson and “Virgin” with “Finding My Virginity.” And you don’t need to be an entrepreneur or a would-be business magnate. You just need to be interested in remarkable life stories.

About Richard Branson

Sir Richard Charles Nicholas BransonRichard Branson is a British entrepreneur and philanthropist, one of the 400 wealthiest people in the world and probably the most colorful business magnate of the 20th century.

A high-school dropout, he started a magazine called “Student” at the age of 16, before setting up a mail-order record business four years later. In 1972, at the age of 22, Branson opened his first record store, “Virgin Records,” a brand which will grow rapidly during the next few decades, allowing Branson’s empire to expand in many different areas.

In 2000, Branson was knighted for his services to entrepreneurship, and two years later, he was voted the 85th Greatest Briton in history.

“Finding My Virginity PDF Summary”

If you know anything about Richard Branson – you know, other than that he’s quite mad, bad, and… well, quite entertaining to know – you certainly know that he founded Virgin Group Ltd., a multi-billion multinational corporation which needs a separate Wikipedia article to list all of its subsidiaries and investments.

“Finding My Virginity” is about them. And how Branson made them what they are.

We start off with Virgin Atlantic, the seventh-largest UK airline. However, it didn’t get there without a fight. And, of course, the sassiness and chutzpah which make Richard Branson such a showman.

And the story goes like this.

Branson didn’t like British Airways – and British Airways didn’t like Branson. And in business – being a sort of a regulated war – everything is allowed. BA’s method: printing tedious libelous remarks about Virgin Atlantic. The oldest trick in the book.

Branson’s way (and he always does things his way): in-flight massages. And a Heathrow sign that read: “BA Don’t Give a Shiatsu.”

Amusing?

Wait till you hear the next one!

You know the London Eye, the 400-feet high Ferris Wheel on the South Bank of the Thames? Well, its raising was sponsored by BA. Unfortunately, due to a technical problem, the engineers weren’t able to put it up, leaving it stranded sideways close to opening day.

Branson knew that the press is on its way to report on this – and he felt it was his duty to make their reports a bit more interesting. So, he scrambled a message and put it on a blimp which flew from an airship company just outside of London.

The result: a blimp flying over the London Eye while bearing the slogan “BA Can’t Get It Up.”

Now, how’s this for a marketing strategy?

Now, here’s one picture-perfect example of what competitive advantage and disruptive innovation mean.

Virgin Mobile UK launched in 1999, and by the end of the next year, it had half a million subscribers and was estimated to be worth over 1 billion dollars.

How did that happen?

Well, you see, Virgin Mobile UK was the world’s first mobile virtual network operator. Meaning: instead of building a network of its own, it partnered with Deutsche Telecom (the parent company of T-Mobile) and used theirs instead.

This reduced costs and gave “Virgin Mobile UK” the chance of offering pay-as-you-go plans, another first in the world.

No wonder that, in the meantime, Virgin Mobile expanded to over 15 countries, with its USA subsidiary – one of the fastest-growing mobile companies in the world.

Now, we can go on!

Corbyn’s “Traingate” aside, Virgin Trains is probably one of the companies responsible for improving the previously government-owned rail service. Before being sold for over 4 billion dollars, Virgin America was considered one of the best airline companies on the other side of the Atlantic.

And, finally, Virgin Galactic aims to be the first company to take ordinary people to space so they can see the Earth from an entirely different perspective.

Now, that would be a great way to cap Richard Branson’s flamboyant career, wouldn’t it?

Key Lessons from “Finding My Virginity”

1.      Boldly Go Where Many Men Have Been Screwed Before
2.      Build a Great Team – and Step Aside
3.      Don’t Be Afraid to Speak Your Mind – Especially If It Gets You in Trouble

Boldly Go Where Many Men Have Been Screwed Before

Many people think that entrepreneurship is about doing something that nobody has done before. Richard Branson’s career is a proof that you don’t always need to be original. Just offer people a better service – and that will do the trick.

Virgin Trains wouldn’t have existed if the nationalized railway service had done its job well before them. Virgin Atlantic wouldn’t have had a beef with British Airways if the latter had bothered to give shiatsu. And the gym chain Virgin Active was established once Richard Branson realized that everybody had something against their gym.

So, do that: see what’s wrong with a service, and build a company which will improve it. If you’ve learned anything from “Field of Dreams,” you already know the drill: if you build it, they will come.

Build a Great Team – and Step Aside

It’s always a good idea to only go into a business you understand beforehand. However, if you really want to venture somewhere else, please, don’t be a smartass. And leave the job to those who know how to do it.

That’s why, when Richard Branson wanted to found a charity, he gave a call to a friend of his. And what a friend, indeed!

Fortunately to Branson, Nelson Mandela agreed to become the first Elder of Virgin Unite. Even more, he agreed to pick 12 more Elders to run the charity and make the world a better place. And when Mandela calls you – you come.

So, soon enough, the Elders included more Nobel Prize winners than your history book. Desmond Tutu, Jimmy Carter, Muhammad Yunus, Kofi Annan…

Now, that’s what you call a team, ha?

Don’t Be Afraid to Speak Your Mind – Especially If It Gets You in Trouble

Many have noted that “Finding My Virginity” is much more political than “Losing My Virginity” – and not few have criticized Branson for this.

He, however, couldn’t care less.

Whether it is about South Africa’s HIV issue, climate change, or the decriminalization of drugs, whether it is about Trump, Hillary Clinton, or Jeremy Corbyn – Branson has a word or two to say (or, in this case, write).

Sometimes, he’s right; sometimes he’s probably not. Either way, the only way we’ll ever find out which one of the two is it – is if he speaks his mind.

You know – the beautiful and dying art of disagreement.

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“Finding My Virginity” Quotes

‘Remember, it’s not material things that matter in life,’ I told them. ‘Things aren’t important, people are. All that matters is that everyone is safe. Click To Tweet Developing mental toughness isn’t just about being resilient – it’s about accessing your reserve tank when you think you just can’t go any further. Click To Tweet We owe our freedom to extraordinary people,’ he told the assembled crowd. ‘The bad, the evil, doesn’t have the last word. It is ultimately goodness and laughter and joy and caring and compassion.’ Click To Tweet Whenever you are setting up a new project, the most important thing is to surround yourself with people who are better than yourself, have different skills and a healthy combination of enthusiasm and experience. Click To Tweet

Our Critical Review

“Finding My Virginity” is not as interesting as “Losing My Virginity.” After all, even Richard Branson doesn’t have 1,000-page-long stories to tell.

But it’s still a must-read. Especially if you’re an entrepreneur. Or someone who likes to think differently.

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Facebook Ads Manual Summary

Facebook Ads Manual Summary

Everything You Need to Know to Get Started

You want to become a social media star? And you’re pretty sure you got what it takes – the only thing is you can’t reach a wider audience no matter what you do?

Mojca Mars’ “Facebook Ads Manual” is here – with a step-by-step Facebook advertising blueprint!

Who Should Read “Facebook Ads Manual”? And Why?

Two years ago, a reviewer at Product Hunt quipped: “Mojca is THE expert on the topic. This book will print you money if you apply her advice with due diligence.”

And, really, the book is probably the best structured, most comprehensible and most up-to-date Facebook advertising manual.

If you’ve never tried Facebook Ads or have tried them but have never seen the results in terms of website visitors, engagement and especially, conversion – this book is the one you should read.

Especially if you’re a consultant or a freelancer.

About Mojca Mars

Mojca MarsMojca Mars is a Slovenian marketing mastermind and the founder of Super Spicy Media, a Facebook advertising agency.

She was fired from Mediamix, an advertising agency she worked for a year and a half, in 2014. Almost immediately, she started Super Spicy Media, and, by the end of the year, she was making twice more money than before.

She has worked with many big companies, speaking at events as diverse as MicroConf, BabelCamp, and Double Your Freelancing Conference.

“Facebook Ads Manual Summary”

Facebook marketing is not that difficult, right?

After all, there are books which have explained it before for 5-year-olds! So, what’s the point in having to read one more book on the subject?

Well, if everything is going well with your business, and you know your way around Facebook Advertising, then you don’t! And Mojca Mars is actually the first one to tell you this. She didn’t write the book for professionals. She wrote it for those who want to become ones.

And the best way to do this is to use her very own, experience-based and reality-proof GRAB2 model.

GRAB2 stands Goal, Results, Audience, Budget, Brand. And, as Mars says – “these 5 words are extracted from the 5 key questions you have to ask yourself before creating each new Facebook Ads Campaign.”

So, let’s go – one by one.

G stands for GOAL. The Question: What is my #1 goal?

Mars reminds you numerous times throughout the book that you can’t have a successful Facebook campaign if you don’t have a single, clearly defined and focused objective. It can be increasing traffic or purchases, increasing the number of app downloads, or creating awareness of your new product.

Either way – it needs to be one. Focusing on more than one goal severely limits your chances for success. On the contrary, directing all of your attention to say, increased signups, will result in many beneficial side effects.

R stands for RESULTS. The Question: What results do I have to achieve to be satisfied with the campaign?

If you’ve ever watched some sports event, you know that the appointing of a new manager is always related to expectations. You can’t expect miracles – so there are managers who are anticipated to win the league, and others who are merely required to build a good team for the future.

So, even before starting a Facebook campaign, write down which outcome should satisfy you.

A stands for AUDIENCE. The Question: Who is my target audience?

This one should be an obvious one. You don’t want an advertising campaign directed at the wrong audience, right? Just think how bad it would look like if you advert your meat products to a vegan!

Facebook has a large array of tools you can use to target the right audience. Be specific. Neither too broad, nor too narrow.

B stands for BUDGET. The Question: What’s my budget?

Of course, you should be realistic when it comes to money. Earning more than you invest is not something which will happen right away. Fortunately, Mars has the ultimate budgeting system – which goes by the name “20/30/50” – and you need no more than $20 to get it under way!

For our intents and purposes, we’ll suppose that you have $500 for your advertising campaign.

First, you start by investing 20% of it – so $100 – for the initial campaign. Of course, you need to have the ads developed beforehand.

Then, once that budget runs out, turn of the lower performing ads, and invest 30% of the initial budget ($150) in the other ones.

Finally, it’s time to narrow down your audience via Facebook powerful optimizing tools. Analyze the data and see where your ads got the best response. And spend the rest of your budget – 50% or, in our case, $250 – to fund the rest of the campaign.

No, we didn’t forget the 2 above GRAB. That’s one more B for you.

B stands for BRAND. The Question: What’s my brand voice?

This one’s for you to ponder. You can’t be successful if you’re like the rest: most of them fail. You have to be different.

And using the GRAB2 model will make you different than about 90% of the Facebook ad creators. And, very probably, more successful than as many.

Key Lessons from “Facebook Ads Manual”

1.      Setting Up a Facebook Ad Campaign? Try the GRAB2 Model!
2.      Budget Your Campaign Using the 20/30/50 Rule
3.      Don’t Be an Advertiser – Be a Friend

Setting Up a Facebook Ad Facebook Campaign? Try the GRAB2 Model!

Mojca Mars provides an easy step-by-step tutorial for everybody who has never tried – or hasn’t been successful in trying – Facebook Ads. It’s a 5-phase process called the GRAB2 Model.

The G stands for Goal – which is what you must have before doing anything (not just a Facebook Ad campaign). The R stands for Results – which are essential to have in mind from the start so that you know whether your campaign is successful or not.

Next, the A stands for Audience: target the right one. The first B stands for Budge – use the ultimate budgeting method explained in our second key lesson. Finally, the second B stands for Brand – build it, if you don’t want to be muffled by the noisy advertising world out there.

Budget Your Campaign Using the 20/30/50 Rule

Your budget will be vital to your campaign. That’s why – use it smartly. Mars’ strategy works great.

First, you invest 20% of your budget in the ad campaign you believe should work. After a while, you check the data and invest 30% of your initial budget only in the best-performing ads.

After that budget runs out as well, you analyze the response of the audience, and invest the rest of your money (50%) in advertising only for the most interested people.

Don’t Be an Advertiser – Be a Friend

But, how should your ads look like?

Well, have in mind that people don’t use Facebook to be bombarded with apps. They use it to catch up with friends and read interesting stuff. Use this to your benefit: make your ads look much more like friendly updates than product-pushing commercials.

Use videos (Facebook autoplays them) and faces (people are more attracted to them; after all – it is Facebook!). Finally, use Canva – it’s easy to learn and even easier to use.

And it will save you money – because you won’t need to pay someone to design an ad for you!

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“Facebook Ads Manual” Quotes

The guys with the big bucks don’t always win. The smart ones do, no matter the budget. Click To Tweet Your #1 goal could be anything from creating awareness for your new product, increasing traffic to your blog post, getting new subscribers, increasing purchases of your product or even increasing the number of app downloads. Click To Tweet Before creating every campaign, write down a specific outcome you would be satisfied with. That will enable you to track the course of the campaign and modify it a little bit to reach or surpass those results. Click To Tweet It’s a beautiful paradox: When you blend in, you actually stand out for your audience. Users don’t visit facebook.com to watch ads; they come to see what their friends are doing. Click To Tweet Here’s the harsh truth - the vast majority of Facebook Ads you see every day are too promotional and totally lack a unique brand voice. Click To Tweet

Our Critical Review

As its title neatly suggests, “Facebook Ads Manual” is about those who want to reach a wider audience via the most popular social networking site. You may think that it’s something you already know how to do it, but once you read this book, you’ll probably realize that you’ve been doing it wrong all the time.

Because like everything else in marketing, Facebook advertising is also based on having a well-thought-out strategy. So, read “Facebook Ads Manual” – and learn the most efficient one.

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