009 Ctrl Alt Delete by Mitch Joel

Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses by Nancy Harhut About the Book: Increase engagement, response rates, and the ROI of marketing initiatives with this step-by-step guide to harnessing hardwired consumer behavior and instinctive responses. Using Behavioral Science in Marketing shows how to apply behavioral science principles in key areas of marketing, including marketing communications, email, direct mail and ad campaigns, social media marketing, and sales funnel conversion strategies. Highly practical and accessible, it includes case studies and examples from AT&T, Apple, Spotify, and The Wall Street Journal showing how these approaches have been used in practice. Using Behavioral Science in Marketing also reveals how to increase consumer involvement and engagement, convey exclusivity and desirability, and prompt customer action and loyalty with scientifically proven principles such as autonomy bias, storytelling, and the Von Restorff effect. Featuring common mistakes to avoid and key takeaways at the end of each chapter, it's also accompanied by downloadable checklists and an interactive template to use in practice. In a highly competitive space, where even an incremental advantage can result in significant uplifts, this is a crucial resource to create stand-out and successful marketing-especially for marketers in highly regulated or highly competitive environments. About the Author: Getting people to take action is what Nancy Harhut is all about. Her specialty is blending creativity with decision science to prompt response. A frequent speaker at industry conferences, Nancy has shared her passion with audiences worldwide including in London, Sydney, Moscow, Madrid, Stockholm, Sao Paulo, Berlin, and all over the US. Along the way, she's been named a Top 40 Digital Strategist, a Top 100 Creative Influencer, a Social Top 50 Email Marketing Leader, and one of The 10 Most Fascinating People in B2B Marketing. Prior to co-founding HBT Marketing in Boston, Nancy held senior creative management positions with Hill Holliday, Mullen, and Digitas. She and her teams have won over 200 awards for digital and direct marketing effectiveness. And, interesting fact – she plays the accordion! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/using-behavioral-science-marketing-nancy-harhut

23 Sep 20221h 11min

The Brand Positioning Workbook: A Simple How-To Guide To More Compelling Brand Positionings, Faster by Ulli Applebaum About the Book: The Brand Positioning Workbook outlines an easy-to-follow roadmap on how to successfully position or re-position a brand for success in the marketplace. The methodology described in this book is inspired by the analysis of over 1,200 case studies of effective brand building which led to the identification of the 26 universal and proven successful triggers of successful brand positionings. After reading the book you will be able to: Understand the secrets behind successful brand positionings Identify and use the 26 proven success triggers for brand perception Apply a simple and proven brand positioning methodology that actually works Create brands that are attractive, sustaining, and compelling The book invites you, through a series of inspiring questions, examples, and ideation exercises, to explore how the 26 success triggers, or a combination thereof, could be applied to her specific brand and help her create a truly differentiating and distinctive yet highly relevant brand positioning. The outcome is a more rigorous and more creative exploration of all relevant positioning solutions at your disposal while requiring less time than more traditional positioning development methodologies. This book is the right choice for you, if: You are working in a marketing department or a marketing agency You are studying or teaching marketing You are looking for a proven framework for creating compelling brand positioning You are about to position or re-position a brand for success in the marketplace The Brand Positioning Workbook is packed with easy-to-follow exercises and useful examples that will inspire your own thinking and allow you to overcome the mental biases that typically prevent truly original thinking. It can be used by marketers alone or in groups at marketing agencies or client workshops. The book can also be used to develop product concepts, messaging strategies, new product ideas, and even creative ideas! About the Author: Ulli Appelbaum is an award-winning marketing and brand strategy consultant. He has held senior strategy roles in Europe and the US at some of the leading advertising agencies in the world including BBDO, Leo Burnett, Fallon Worldwide, and SapientNitro before starting his own brand research and strategy firm First The Trousers Then The Shoes Inc. He has contributed to 7 Effies awards for marketing effectiveness and an Advertising Research Federation Ogilvy award for Excellence in Research and his insights and strategies have helped build brands including Wrigley, Mars, Harley Davidson, Hallmark, Nestle, Procter & Gamble, Chrysler, Unilever, Hallmark, Symantec, Siemens, and Land O Lakes. He is also the creator of the "Positioning Development Method Cards" and "Aha!, The Ultimate Insight Generation Toolkit", which help marketers think smarter. He has blogged extensively for the Huffington Post, is a contributor to various trade publications in the US and Europe, and was a member of the Practitioner Council of the American Marketing Association. And, interesting fact – He lives in Minneapolis, was born in Germany, lived in Africa his first 10 years, and then lived in Brussells and moved back to Germany when he was 25! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-positioning-workbook-ulli-appelbaum

16 Sep 20221h 39min

Put Your Ass Where Your Heart Wants to Be by Steven Pressfield About the Book: Are you losing your "war of art"? Are you being defeated by a tendency to procrastination, self-doubt, fear, distraction, and perfectionism? Are you self-sabotaging your loftiest artistic entrepreneurial dreams? The antidote is nine words: Put your ass where your heart wants to be. Can you shift your artistic identity—your "ass"—from the shallow, fearful, superficial ego to the wise, loving, fearless self? Can you commit to your dream for the long haul and for keeps? In this book, best-selling author Steven Pressfield delivers the tough-love inspiration to help you make this life-altering transformation. About the Author: Steven Pressfield is the author of The War of Art which has sold over a million copies globally and been translated into multiple languages. He is a master of historical fiction with Gates of Fire being on the required reading list at West Point and the recommended reading list of the Joint Chiefs. His other books include A Man at Arms, Turning Pro, Do the Work, The Artist's Journey, Tides of War, The Legend of Bagger Vance, Last of the Amazons, Virtues of War, The Afghan Campaign, Killing Rommel, The Profession, The Lion's Gate, The Warrior Ethos, The Authentic Swing, An American Jew, Nobody Wants to Read Your Sh*t, and The Knowledge. He is a graduate of Duke University and is a veteran of the United States Marine Corps. And, interesting facts – he wrote for 27 years before he got his first novel published (The Legend of Bagger Vance). During that time he worked 21 different jobs in eleven states. The jobs included advertising copywriter, schoolteacher, tractor-trailer driver, bartender, oilfield roustabout, an attendant in a mental hospital, fruit–picking migrant worker, and Hollywood screenwriter. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/put-ass-where-heart-wants-steven-pressfield

9 Sep 20221h 1min

Brand Vision: The Clear Line of Sight Aligning Business Strategy and Marketing Tactics by Jim Everhart About the Book: This book is based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. In a global survey of more than four thousand senior executives, consulting firm PwC found that 80 percent of the respondents admitted that few of their associates understood their company's corporate strategy. And even that figure is wildly optimistic. According to research reported in the Harvard Business Review, 95 percent of a company's employees, on average, are unaware of or do not understand its strategy. Brand Vision: The Clear Line of Sight Aligning Marketing Tactics and Business Strategy hopes to change that by offering simple, easily implemented tools connecting a company's marketing program to its business strategy. It's based on a critical premise: that, rather than merely a series of aesthetic decisions on typography and graphics, marketing can be a powerful force that helps a company communicate its strategy. Not just externally, but internally as well. About the Author: Jim Everhart is a strategist and writer, who works with corporations and agencies to develop marketing communications tactics and campaigns. He spent more than four decades in the marketing industry, most of it at Godfrey Advertising, one of the largest business-to-business marketing agencies in the United States. He played a leadership role at Godfrey in marketing strategy, technology development, and creative implementation, rising to the position of vice president and creative director. And, interesting fact - he was once a reporter with the Associated Press, ran track in college, and to this day remains a distance runner! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-vision-jim-everhart

2 Sep 20221h 23min

The Things We Love: How Our Passions Connect Us and Make Us Who We Are by Aaron Ahuvia About the Book: A revealing investigation of the secret, tangled emotional relationships people have with things—drawing on cutting-edge findings from the fields of psychology, neuroscience, and marketing. Books, baseball cards, ceramic figurines, art, iPhones, clothing, cars, music, dolls, furniture, and even nature itself. If you're like most people, at some point in your life you've found yourself indulging in a love affair with something that brings you immense joy, comfort, or fulfillment. Why is it that we so often feel an intense passion for objects? What does this tendency tell us about ourselves and our society? In The Things We Love, Dr. Aaron Ahuvia presents astonishing discoveries that prove we are far less "rational" than we think when it comes to our possessions and hobbies. In fact, we have passionate relationships with the things we love, and these relationships are driven by influences deep within our culture and our biology. Some of our passions are sudden, obsessive, and fleeting; others are devoted and lifelong affairs. Some turn dark: we become hoarders or would prefer to destroy certain objects rather than let anyone else own them. And as technology improves, becoming increasingly addictive, one wonders: might our lives become so dominated by our emotional ties to things that we lose interest in other people? Packed with fascinating case studies, scientific analysis, and takeaways for living in a modern and ever-so-material world, The Things We Love offers a truly original and insightful look into our love for inanimate objects — and how better understanding these relationships can enrich and improve our lives. About the Author: Dr. Aaron Ahuvia is a professor of marketing at the University of Michigan–Dearborn College of Business and the most widely published and cited academic expert on noninterpersonal love including brand love. He is also a leading expert on how our happiness is influenced by money and materialism. He has been ranked 22 in the world for research impact on consumer behavior and ranked in the top 2% of all scientists in the world across all disciplines by an independent study from Stanford University. Professor Ahuvia studied philosophy at the University of Michigan before getting a Ph.D. in marketing from Northwestern University's Kellogg School of Management. From there he became a professor at the University of Michigan's Ross School of Business and then a Full Professor at the College of Business on UM's Dearborn Campus Dr. Ahuvia also holds an appointment as a Professor at the University of Michigan Penny W. Stamps School of Art & Design. Dr. Ahuvia has over 100 publications and presentations. He does research, teaches, and consults for governments, nonprofits, and corporations around the world. He has presented research or consulted for Google, L'Oréal S.A., Samsung, Maybelline New York, Procter & Gamble, Audi, General Motors, Microsoft, Ford, Chrysler, and Herman Miller, among others. And, interesting fact – he was once a guest on the Oprah Winfrey TV Show! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/things-we-love-aaron-ahuvia

26 Aug 20221h 30min

Evolutionary Ideas: Unlocking Ancient Innovation To Solve Tomorrow's Challenges by Sam Tatam About the Book: When faced with new challenges, it's easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake? In Evolutionary Ideas, Sam Tatam shows how behavioral science and evolutionary psychology can help us solve tomorrow's challenges, not by divining something the world has never seen, but by borrowing from yesterday's solutions – often in the most unexpected ways. Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers, and advertisers have toiled to solve many of the problems you face today. Over time, through intent, design, social learning, and sheer luck, we have found what works. Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly. In the same way, Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further). You'll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine. These are Evolutionary Ideas. Exploring five of the most critical challenges we face today, we learn how to 'breed' more effective solutions from those that have survived. The result is a dynamic and exciting way of solving problems and supercharging creativity – for anyone in any endeavor. About the Author: Sam Tatam is the Global Head of Behavioural Science at Ogilvy. His passion is understanding human behavior, and his experience comes from organizational /industrial psychology and advertising strategy. From New York to Nairobi, Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world's most influential brands and organizations. And, interesting fact – the first draft of this book to his publisher contained a typo - in the headline! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/evolutionary-ideas-sam-tatam

19 Aug 20221h 17min

Undisruptable: A Mindset of Permanent Reinvention for Individuals, Organisations and Life by Aidan McCullen About the Book: Understand the barriers to change and cultivate a reinvention mindset that will make you impervious to disruption In our world of incessant change, we are all threatened by volatility, uncertainty, complexity, and ambiguity—at the individual and organizational levels. Undisruptable will give you a new lens through which to consider change as an opportunity rather than an obstacle. You'll be inspired to consider the big questions of today: What does the future hold? What does the exponential growth of technology mean for the world of work? What does a changing job market mean for future generations? What do waves of disruption mean for business leaders? Society is evolving at breakneck speed. What does this mean for all of us? Undisruptable will help you to bridge the chaos and build the resilience you need to move forward. While we cannot see into the future, there are repeatable patterns that we can understand. Undisruptable demystifies the principles of change through a blend of analogies, innovation frameworks, and exemplars of change such as Fujifilm and Arnold Schwarzenegger. The first step to becoming undisputable is to realize that evolution is a natural part of life, and nature provides many examples. Undisruptable will help you to: Understand the principles of change Overcome the barriers to change See change as an opportunity and not an obstacle Utilize simple frameworks and examples to guide you on your transformation By the end of this book, you will have the essential tools and techniques to foster a reinvention mindset that will help you and your organization to become Undisruptable. This book is part of a 3-part series. Part 2 looks at the biases and mental obstacles that prevent change. Part 3 examines the best ways to communicate change within an organization. About the Author: Aidan McCullen reinvented himself after a 10-year rugby career with over 100 caps for Leinster, Toulouse, and London Irish and is a full Ireland Rugby International. He worked in digital and innovation transformation and now works on culture and leadership initiatives after he discovered that you cannot change business models until you first change mental models He is the host and founder of the Global Innovation Show, which is broadcast on national radio in Ireland and is the only English-speaking show on Finland's Business FM. The show is also available everywhere you find podcasts. Aiden developed and delivers a module on Emerging Technology Trends at Trinity College Business School, ranked first in Ireland and in the top 100 globally. Aiden speaks globally on disruption and change for organizations such as MasterCard, Google, Epic Games, and many more. He runs workshops on permanent reinvention, bias, and communication. He is also a board director for National Broadband Ireland. And, interesting fact – in addition to English, Aiden also speaks French and German! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/undisruptable-aidan-mccullen Interview recorded on July 15, 2022

12 Aug 20221h 41min

Indispensable Brand: Move from Invisible to Invaluable by Mitch Duckler About the Book: What makes your brand indispensable? Increasing market share, commanding premium price points, enhancing profit margins--the overall growth and enduring success of your business are inextricably linked to the strength of your brands. Whether it is a corporate, business unit, or product brand in question, your challenge is to identify a meaningfully differentiated positioning and to bring that positioning to life in the market in ways that are consistent with its compelling point of difference. However, today we are faced with a condition that can only be described as brand monotony–consumers' inability to distinguish between brands within practically any industry or category. If you were to remove your brand name from packaging, advertising, or any other piece of marketing collateral–while leaving every other communication element in place–would consumers be able to identify it as coming from your brand? In most cases, the answer is a resounding "no!" The Indispensable Brand is your guide to crafting a brand strategy and rising above the noise and monotony in your industry... to move your brands and business from indistinguishable to indispensable. In this book you'll learn: The five key components that comprise any comprehensive brand strategy The four ways for identifying a brand positioning that is meaningfully differentiated How to ensure every aspect of the customer experience is consistent with brand positioning The five sources of inspiration that can drive transformative brand extension and growth The seven types of brand stories, and their role in fostering enduring customer relationships How to ensure digital activation not only drives transactions but builds long-term brand equity How to measure and track your brand's effectiveness and grow its influence over time Your brands are more than a logo, identity, or tagline. They are among the most valuable assets of your company. They also represent the promise you make to and fulfill with, your customers. Whether your business is B2B or B2C; large or small, product- or service-based--and regardless of industry or sector--the principles put forward in The Indispensable Brand will help you build and maintain a portfolio of strong, profitable, and enduring brands. About the Author: Mitch Duckler is the founder and managing partner of FullSurge, a brand, and marketing strategy consultancy based in Chicago, Illinois. He has more than twenty-five years of brand management and management consulting experience. Prior to FullSurge, Mitch was a senior partner at Vivaldi Partners Group and a partner in the Chicago office of Prophet, where he co-led the brand strategy practice area. His client base includes Fortune 500 companies and numerous world-class brands, such as Exxon Mobil, Deloitte, Kellogg's, Best Buy, Payless ShoeSource, American Family Insurance, NBCUniversal, Cox Communications, Alcon, The Home Depot, and General Electric. Mitch began his career in brand management at Unilever, where he worked on category-leading personal care brands, including Suave and Degree. He also worked for The Coca-Cola Company, where he helped launch an in-house consulting group that provides consumer and brand marketing consulting services to many of the company's largest retail customers. Mitch is a faculty member of the Association of National Advertisers (ANA) School of Marketing. He earned a BS in business from the University of Minnesota and an MBA from the University of Michigan. And, interesting fact – he attended the most recent perfect game in baseball (in 2012)! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/indispensable-brand-mitch-duckler

5 Aug 20221h 7min