Category Archives: Marketing


Unique advice on marketing your ideas

I hesitated before buying Sell Your Thoughts: How to Earn a Million Dollars a Year as a Thought Leader by Matt Church, Peter Cook and Scott Stein. The subtitle made it sound a bit too much like a “get rich quick” scheme. But now that I have read the book, I am glad that I did so. Although there is a greater emphasis on the money side of things than I would prefer, the authors do provide some really interesting insights.

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How to find an audience for your ideas

Thought leaders do not simply pontificate on what needs to be done; they actively engage in bringing to life new, first-of-their-kind projects, programs and creative initiatives. It is those actions that influence and inspire others to get on board, according to Denise Brosseau in her book Ready to Be a Thought Leader: How to Increase Your Influence, Impact and Success. A thought leader is defined by her or his ability to galvanise others to think new thoughts, modify the way they have always done things, and embark on new behaviours.

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How to avoid Google+ embarrassment

On Google+ you’ll find a diverse group of intelligent, passionate, and engaging people who are moving and grooving in an elegant, feature-rich, and secure environment, according to Guy Kawasaki in his book What the Plus! Google+ for the Rest of Us. Google+ enables you to enhance and expand the number of people who share your passions, and interact with them via posts and comments.

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The real secrets to professional success

Professional service providers such as lawyers, accountants and consultants soon discover that the secret to their professional success lies not just in mastering the technical details of their profession but also in establishing and maintaining strong relationships with clients and colleagues. Key principles for mastering professional relationships are described by Andrew Sobel and Jerold Panas in their book Power Relationships: 26 Irrefutable Laws for Building Extraordinary Relationships.

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How your business can gain substantial benefits by creating engaging videos

Just as Amazon has reinvented the book publishing space, YouTube has reinvented the video production and distribution space, and marketers are leveraging YouTube in powerful new ways to expand their reach and strengthen their brands, according to Jason Miles in his book YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, and Reach a Massive Audience.

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How to create great content that converts visitors into customers

You cannot take shortcuts on your marketing content and expect to be successful, according to Kevin Grunert in his book Writing SEO Content for Conversions: A Guide for Success with Content Marketing. Success in promoting goods or services on the Internet is determined by your ability to create great content that converts visitors into customers. What matters most is not the number of visitors to your website, but the number and quality of customers won for your business.

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How to plan the user journey for mobile marketing

Mobile marketing is all about understanding the user journey, according to Daniel Rowles in his book Mobile Marketing: How Mobile Technology is Revolutionising Marketing, Communications and Advertising. It is not about focusing on the device itself; it is about understanding what individuals want to achieve, and we need to understand how the technologies that make up mobile marketing can be used to help achieve the goals of an individual.

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Creative ways of getting noticed

When you apply for a job or try to attract the attention of someone important through the “front door” of an organisation, you are competing with many other voices drowning out your own. Instead, you should be looking for ways of getting heard using a “side door”, according to Ian Greenleigh in his book The Social Media Side Door: How to Bypass the Gatekeepers to Gain Greater Access and Influence.

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Getting inside the customer’s mind

Increasingly, sustainable competitive advantage is to be found not in the technical superiority of products but in interactions with customers, according to Niraj Dawar in his book Tilt: Shifting Your Strategy From Products to Customers. Businesses therefore need to be tilting their centre of gravity from upstream activities (activities relating to production and products) to downstream activities (activities relating to customers).

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Important insights into how buyers choose service providers

Most new business opportunities fail because sellers make misguided assumptions about the people and companies that buy their services, according to Lee Frederiksen, Elizabeth Harr, Sylvia Montgomery and Aaron Taylor in their book Inside the Buyer’s Brain: How to Turn Buyers into Believers. Buyers and sellers experience the marketplace very differently and they often expect different things from their counterparts.

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