22 Jun, 2010
The Language of Trust by Michael Maslansky
Are you more skeptical than you used to be? Does the phrase “free trial offer” cause you to consider how convenient it will be to try it out or does it make you wonder how difficult it will be to have the company stop bothering you when you want to tell them ‘no’? We can become excited over the next marketing campaign because it’s so polished and logical, but fail to remember the people we’re trying to reach are hesitant to receive our message. In this book, Michael examines how the words we choose impact how the customer responds.
I talk with Michael about the deterioration of trust, an example of how this works, his take on what JetBlue did in the midst of crisis, and more.
More about the book at LanguageOfTrust.com
27 May, 2010
Flip the Funnel by Joseph Jaffe
The traditional marketing funnel had its issues in the past, but revisiting it again, Joseph articulates how the whole thing seems ridiculous these days. We spend a lot of money marketing to new customers. Wouldn’t it be wiser to focus on your existing base, and find ways to energize them? Not only will they return, but some will spread the word for you.
I talk with Joe about the funnel, customer service, and whether you segment levels of service, or treat everyone the same.
More about the book at FlipTheFunnelNow.com. Not to mention jaffejuice.com, which I’m sure you already know about.
17 May, 2010
The 1% Windfall by Rafi Mohammed
If we aren’t careful, pricing can be like a pendulum with large across-the-board increases or discounts. There’s a line for every customer, and getting the right amount of profit for each is the thesis of this book. The beauty of this is, increased profits for your company may not be from the endless pursuit to cut costs or restructuring. Rafi lays out 50 different ways you can increase your profits a little at a time. Now 1% may not sound intriguing, but consider this: if Wal-mart increased it’s profit by 1%, it would mean billions more in profit.
I talk with Rafi about how this works, bringing dormant customers back into the fold, and how to compensate salespeople.
More about the book at PricingForProfit.com.
20 Apr, 2010
Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead
Some brands grab our attention and others don’t. Do you have a favorite car, favorite vacation, favorite movie? If you could meet anyone and spend a hour with them, who would it be? Not someone dull, that’s for sure.
Now apply this interest, this fascination with your brand. Done right, there is something about it that gets your customers hooked. Sally breaks it down into 7 triggers. Choose wisely and and reap the rewards.
I talk with Sally about who this applies to, what part ‘triggers’ play into this and an example of fascination done wrong.
More about the book at SallyHogshead.com, and find out your personality with the f-score.
5 Apr, 2010
The Inner Game of Stress by W. Timothy Gallwey and John Horton
Stress attacks every aspect of our well-being. Gallwey explains how negative self-talk undermines us, making us believe that pressure is inevitable and that other people’s expectations are paramount–which leaves us feeling helpless and unhappy. But as Gallwey shows, we have the means to build a shield against stress with our abilities to take childlike pleasure in learning new skills, to properly and healthily rest and relax, and to trust in our own good judgment. With his trademark mix of case histories and interactive worksheets, Gallwey helps us to tap into these inner strengths, giving us invaluable tools.
More about the book at InnerGameOfStress.com
