BONUS How To Write A Marketing Book with Mark Schaefer

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

26 Jan 20241h 3min

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

19 Jan 20241h 34min

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

12 Jan 20241h 22min

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

5 Jan 20241h 15min

Scientific Advertising by Claude Hopkins (1923) with Jay Abraham ABOUT THE BOOK: Whether you are considering a career in advertising or trying to find the best way to market your product, start with Claude Hopkins (1866-1932) and then move on to the rest. In this interview, legendary marketer Jay Abraham talks about how Scientific Advertising changed the course of his career and life. In Scientific Advertising, Hopkins explains the process of getting (and measuring) results from your advertising. Claude Hopkins wrote Scientific Advertising in 1923, but his insight into consumer behavior still holds. The aim was to explain the rules of advertising and what makes consumers buy so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write ads that sell with certainty. Hopkins clearly shows how to write copy, provides methods for testing it, and shows how evidence-based advertising gets results in a measurable and cost-effective way. It is a must-read if you are in business, sales, or advertising. Hopkins shows what makes us buy and how you can make it happen. “Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.” ~David Ogilvy In 21 short chapters, Hopkins reveals a variety of tested techniques that he used throughout his successful career in advertising: How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads. Just salesmanship - What is advertising and how is it best used? Offer service - The best ways to offer service to increase sales. Mail order advertising - What it teaches us and how we can apply it to our advertising. Headlines - A lot of headlines get a poor response in email marketing, websites, and adverts. Learn how to increase your response rate. Psychology - Use Hopkins’ experience to direct people to buy and use your product. Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and outperform your competitors. Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this. Art in advertising - Should we use bespoke artwork or tried and tested visuals? Things too costly - What strategies are too costly to attempt in advertising? Information - How to give the consumer the best information to help them buy. Strategy - Rules for directing a campaign. Use of samples - How getting samples into people's hands can increase sales. Getting distribution - Hopkins lays out how to get national distribution by starting small. Test campaigns - How to test different campaigns on the same audience. Leaning on dealers - Ways to get dealers to help your campaign Individuality - Set yourself apart from competitors and what your tone should be. Negative advertising - Will it help your sales? Letter writing - Hopkins shows how to write a sales letter. A name that helps - How does a product name impact sales? Good business - See how good business impacts consumer behavior. Excerpts from the book The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled. ABOUT JAY ABRAHAM: As Founder and CEO of The Abraham Group, Inc. (Los Angeles, California), Jay has spent his entire career solving complex problems and fixing underperforming businesses.  He has significantly increased the bottom lines of over 10,000 clients in more than 1,000 industries. Jay‘s books include Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition and The Sticking Point Solution: 9 Ways to Move Your Business from Stagnation to Stunning Growth which was featured on episode 299 of The Marketing Book Podcast in 2020. Jay’s most recent book is Business Wealth Without Risk: How to Create a Lifetime of Income & Wealth Every 3 to 5 years, co-authored with Roland Frasier.  And, interesting fact: Jay has the same birthday as Elvis Presley! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/scientific-advertising-claude-hopkins-jay-abraham

29 Dec 202345min

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

22 Dec 20231h 8min

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

15 Dec 20231h 11min

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

8 Dec 202358min