Building a storybrand [eBook - NC Digital Library] : Clarify Your Message So Customers Will Listen

Lois B. Hart Ed.d., Charlotte S. Waisman Ph.d.

"Leadership development is self-development. The quest for leadership is first an inner quest to discover who you are. That is clearly the premise of this wonderful collection of developmental activities. They guide learners on that fascinating journey of self-awareness and self-confidence that can only come from experiencing something in themselves for themselves."-- from the foreword by James M. Kouzes, co-author, The Leadership ChallengeWhen it comes to preparing a new generation of leaders, trainers have their work cut out for them. In addition to being a critical competency in itself, the task of leadership necessarily involves mastering a whole host of other skills . . . and it's up to you as a trainer to keep participants engaged and active throughout the learning process. The Leadership Training Activity Book is a collection of engaging, sure-fire exercises based on the best, most up-to-date learning theory for preparing the leaders of tomorrow. The book features easily adaptable modules designed for beginning to advanced skill levels, short or long sessions, and large or small groups.You'll find the perfect training exercises to help new and experienced leaders improve their understanding of crucial topics such as: trust * values * networking * conflict resolution * diversity * negotiation * listening skills * mentoring * vision * communication * and more.The Leadership Training Activity Book provides trainers with a wide range of activities to help teach and... Leer más…

Martin Lindstrom; Paco Underhill

It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin before. We moved in different circles. However, I had seen BRANDchild, Martin's latest book, in the JFK airport bookstore before I flew into Zurich. Anyone seeing Martin from twenty feet away might mistake him for someone's fourteen-year-old son, being dragged reluctantly to meeting after meeting with his father's overweight graying business associates. The second impression is that somehow this slight blond creature has just stepped into the spotlight-you wait for the light to fade, but it doesn't. Like a Pre-Raphaelite painting there is a glow that emanates from Martin as if he was destined to be on stage. No, not as a matinee idol, but as some god waif. The man exudes virtue. Close up, he is even more startling. I've never met anyone with such wise eyes set in such a youthful face. The touch of gray and the slightly crooked teeth give him a unique visual file:///D:/000004/Buy\_\_ology.html 2 of 83 08/08/2009 10:45 signature. If he weren't a business... Leer más…

Andy Maslen

"It s OK knowing the theory, but when it's 9am and you have just been given until lunchtime to write some copy for a new sales email, landing page, press ad or brochure, what you really need is a shortcut. This book takes the grind out of planning and writing almost any type of copy by providing step-by-step advice on the best layouts, approaches and styles to suit everything from an email subject line to recruitment ad, direct mail letter or website. Prepared by one of the best copywriters in the B2B sector, this book also provides the reader with templates for 13 of the most common copywriting tasks for maximum effectiveness and speed."--Publisher description Leer más…

Seth Godin

`Perception is stronger than reality' is the basis of this book. According to the marketing guru Seth Godin who is the author of this book-whatever is being sold (a religion, a candidate, a widget, a service) is being purchased because it creates an emotional want, not because it fulfills a simple need. His premise is that successful marketers don't talk about features or even benefits. Instead, they tell stories. Stories about their products that pander to consumers' self-regard and worldview. Stories we want to believe. The best thing about this book is that it does away with all jargon and complex marketing theories and models. A few quotations from the book just to give you a flavour of Godin's wisdom: "If consumers have everything they need, there's nothing to left to buy except what they want. And the reason they buy stuff they want is because of the way it makes them feel." "The myth of product superiority in business-to-business products is just that. The people who buy for business are people first, and they buy things that get them promoted, that make them feel safe and secure or that give them a sense of belonging. They are not buying a product, but the justification, the story." "When the Fortune 500 started hiring vice presidents to spend their billions of dollars on information technology, it appeared that all five hundred of these CIOs had the same worldview. Pretty soon, though, alert competitors discovered that some of them wanted to hear stories about... Leer más…

Chip; Heath, Dan Heath, Chip Heath, Dan Heath

NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick. “Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”— The Washington Post Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.” In Made to Stick , Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds—from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony—draw their power from the same six traits. Made to Stick will transform the way you communicate. It’s a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often... Leer más…

Gary Vaynerchuk; Overdrive Inc

New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. When managers, marketers, and small business owners outline their social media strategies, they plan for the "right hook"--their next campaign that will produce profits. Even companies committed to "jabbing"--creating content for consumers and engaging with customers to build relationships--still desperately want to land the powerful, bruising swing that will knock out their opponents or their customers' resistance in one tooth-shattering, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and return on investment. Except when they don't. In the same passionate, streetwise style his readers have come to expect, Vaynerchuk is on a mission to strengthen marketers' right hooks by changing the way they fight to make their consumers happy, and ultimately to compete. Thanks to the massive change in and proliferation of social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content; it's also about developing high-quality content that's perfectly adapted to specific social media platforms and mobile devices. It's about truly engaging with customers, not by shouting at them over social media but by using new narrative forms... Leer más…

David Ogilvy

David Ogilvy is'The Father of Advertising'and in this new format of his seminal classic, he teaches you how to sell anything.'The most sought-after wizard in the advertising business.'Times MagazineFrom the most successful advertising executive of all time comes the definitve guide to the art of any sale.Everything from writing successful copy to finding innovative ways to engage people and from identifying with your audience to the various ways to sell a lifestyle, Ogilvy on Advertising looks at what sells, what doesn't and why. And, in doing so, he teaches what you can do to sell the most brilliant item of all... yourself.From a titan of not just the advertising industry, but the business world, this book is David Ogilvy's final word on what you're doing wrong in any pitch and how you can finally fix it. Leer más…

Jeff Walker, (Internet Entrepreneur)

"Launch" will build your business---fast. Whether you’ve already got a business or you’re itching to start one, this is a recipe for getting more traction. Think about it---what if you could launch like Apple or the big Hollywood studios? What if your prospects eagerly counted down the days until they could buy your product? What if you could create such powerful positioning in your market that you all -but- eliminated your competition? And you could do all that no matter how humble your business or budget? Since 1996 Jeff Walker has been creating hugely successful online launches. After bootstrapping his first Internet business from his basement, he quickly developed an underground process for launching new products and businesses with unprecedented success. But the success-train was just getting started---once he started teaching his formula to other entrepreneurs, the results were simply breathtaking. Tiny, home-based businesses started doing launches that sold tens of thousands, hundreds of thousands, and even millions of dollars in sales with their launches. "Launch" is the treasure map into that world---an almost secret world of digital entrepreneurs who create cash-on-demand paydays with their product launches and business launches. Whether you have an existing business, or you have a service-based business and want to develop your own products so you can leverage your time and your impact, or you're still in the planning phase---this is how you start... Leer más…

John C. Maxwell

A #1 New York Times bestselling author and leadership expert answers questions from his readers about what it takes to be in charge and make a difference. John Maxwell, America's #1 leadership authority, has mastered the art of asking questions, using them to learn and grow, connect with people, challenge himself, improve his team, and develop better ideas. Questions have literally changed Maxwell's life. In GOOD LEADERS ASK GREAT QUESTIONS, he shows how they can change yours, teaching why questions are so important, what questions you should ask yourself as a leader, and what questions you should be asking your team. Maxwell also opened the floodgates and invited people from around the world to ask him any leadership question. He answers seventy of them—the best of the best—including . . . What are the top skills required to lead people through difficult times? How do I get started in leadership? How do I motivate an unmotivated person? How can I succeed working under poor leadership? When is the right time for a successful leader to move on to a new position? How do you move people into your inner circle? No matter whether you are a seasoned leader at the top of your game or a newcomer wanting to take the first steps into leadership, this book will change the way you look at questions and improve your leadership life. Leer más…

Allan Dib

WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn't get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It's literally a single page, divided up into nine squares. With it you'll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you're just starting out or are an experienced entrepreneur, The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan that will propel your business growth. In this groundbreaking new book you'll discover: • How to get new customers, clients, or patients and how make more profit from existing ones. • Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses. • How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money. • A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing... Leer más…

Miller, Donald

After writing a successful memoir, Donald Miller's life stalled. During what should have been the height of his success, he found himself unwilling to get out of bed, avoiding responsibility, even questioning the meaning of life. But when two movie producers proposed turning his memoir into a movie, he found himself launched into a new story filled with risk, possibility, beauty, and meaning. __A Million Miles in a Thousand Years__ chronicles Miller's rare opportunity to edit his life into a great story, to reinvent himself so nobody shrugs their shoulders when the credits roll. Through heart-wrenching honesty and hilarious self-inspection, Donald Miller takes readers through the life that emerges when it turns from boring reality into meaningful narrative. Miller goes from sleeping all day to riding his bike across America, from living in romantic daydreams to fearful encounters with love, from wasting his money to founding a nonprofit with a passionate cause. Guided by a host of outlandish but very real characters, Miller shows us how to get a second chance at life the first time around. __A Million Miles in a Thousand Years__ is a rare celebration of the beauty of life. Leer más…

Jules Marcoux

If you want to learn how you can leverage and grow your personal brand, pick up this book. This book is a collection of short lessons – because I’ve learned that simplicity is key and – on ways to build the foundations of your personal brand, methods to growing your tribe, tips on monetizing your personal brand, and how to reinvent yourself constantly to be more in tune with your mission and your vision. The more you market yourself and treat yourself like a brand, the more successful you will be. Personal branding means building your reputation, growing your following, and constructing your name. Be the brand. Leer más…

Paul Smith; Mike Weinberg

"If you're serious about increasing your effectiveness as a communicator and looking to transform your sales results, __Sell with a Story__ is for you. This book empowered and energized me, and I know it will do the same for you." **-- Mike Weinberg, consultant, speaker, and author of __New Sales. Simplified.__ and __Sales Management. Simplified.__** Despite all the high-tech tools available to salespeople, the most personal method still works best. Storytelling packs the emotional punch to turn routine presentations into productive relationships. It explains products or services in ways that resonate; it connects people and creates momentum. Stories speak to the part of the brain where decisions are made. Paul Smith, author of the acclaimed __Lead with a Story__, shifts his best-selling formula to the sales arena. In **__Sell with a Story__**, he identifies the ingredients of the most effective sales stories and reveals how to: Select the right story - Craft a compelling and memorable narrative - Incorporate challenge, conflict, and resolution - Use stories to introduce yourself, build rapport, address objections, add value, bring data to life, create a sense of urgency, and more Complete with model stories, skill-building exercises, and enlightening examples from Microsoft, Costco, Xerox, Abercrombie & Fitch, Hewlett Packard, and other top companies, this powerful and practical guide gives you the tools you need to turn your experiences into stories that sell. Leer más…

Sean Ellis, Founder Of Growthhackers.com & Morgan Brown

**The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond.** It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs. So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of GrowthHackers.com. Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses __customers__:... Leer más…

Kyle Gray; Foreword By Tom Morkes

Every entrepreneur has a story to tell, whether they’re running seven-figure startups or small personal brands. Your story is the most powerful asset you have at your disposal. It can cut through the noise and connect you with your customers. Content marketing is one of the most affordable and powerful digital marketing tools available to tell your story at scale. Maybe you’ve considered content marketing to tell your story, but instead of opportunity, you see setbacks. Creating content takes a lot of time and energy. How is it that some entrepreneurs can produce tons of content, run a business, and still have time to relax with their kids at the end of the day? The Story Engine provides you with a clear, concise, and actionable strategy to reap the benefits of inbound marketing. Inside you’ll learn: How to set yourself up for content marketing success early, and how to avoid common pitfalls Content strategy for both B2B and B2C businesses How to use content as an influencer marketing and relationship building tool Simple metrics to understand how your content is performing How to use brand storytelling and transparency to drive growth for your business Simple guides to use SEO, email automation, and paid traffic to support your content strategy and convert visitors into customers How to automate and delegate time-consuming parts of creation, and still feel secure knowing that your content fits your unique brand. All without breaking your budget. This book also... Leer más…

Russell Brunson; Foreword By Robert Kiyosaki

Your message has the ability to change someone’s life. The impact that the right message can have on someone at the right time in their life is immeasurable. It could help to save marriages, repair families, change someone’s health, grow a company or more... But only if you know how to get it into the hands of the people whose lives you have been called to change. __Expert Secrets__ will put your message into the hands of people who need it. Leer más…

Macarthy, Andrew

Struggling with social media marketing for business? Feeling overwhelmed or don't even know where to begin? This is the book for you.500 Social Media Marketing Tips is your complete guide to social media success for business, featuring hundreds of the actionable strategies for success on Facebook, Twitter, Instagram, LinkedIn, Pinterest, YouTube, Snapchat, TikTok, and more!The key to growing your business on social media is to develop a strong and consistent social media marketing plan: with ideas that drive brand awareness, attract loyal customers, and help you reach your business goals - like increasing website traffic, delivering top customer service, or increasing sales. And that’s what you’ll learn in 500 Social Media Marketing Tips. Leer más…

Robert B. Cialdini, Phd

Title from PDF title page (viewed on July 9, 2009). Leer más…