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Masterful Marketing 1st Edition by Alan Weiss,Lisa Larter 9781472994677 1472994671

Name: Masterful Marketing 1st Edition by Alan Weiss,Lisa Larter 9781472994677 1472994671
SKU: EB-21550
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Authors:Alan Weiss , Series:Management [527] , Author sort:Weiss, Alan , Ids:9781472994677 , Languages:Languages:eng , Published:Published:Jul 2022 , Publisher:Bloomsbury Publishing , Comments:Comments:A concise yet expansive guide to the marketing strategies that lead to success in the competitive modern landscape.Masterful Marketingdraws upon extensive case studies and research to provide practical guidance that will prove invaluable for any marketer, regardless of their seniority or sector. It focuses particularly on a value-based approach, providing insights that will allow the reader to recognise and effectively target the customers, platforms and approaches that will have the greatest returns.In today’s marketing world, your personal brand, the relationships you build and the expertise you share has the capacity to move you from best kept secret to highly sought expert. This is mainly contingent upon the value-based marketing you create. With this book, readers will gain the combined experience and wisdom of its co-authors Alan Weiss and Lisa Larter. Alan brings his decades of experience as a consultant and entrepreneur to provide…

SKU: EB-21550 Category: eBook EPUB Tags: Alan Weiss, Lisa Larter, Marketing, Masterful

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ISBN 10: 1472994671

ISBN 13: 9781472994677

Author:Alan Weiss,Lisa Larter

A concise yet expansive guide to the marketing strategies that lead to success in the competitive modern landscape. Masterful Marketing draws upon extensive case studies and research to provide practical guidance that will prove invaluable for any marketer, regardless of their seniority or sector. It focuses particularly on a value-based approach, providing insights that will allow the reader to recognise and effectively target the customers, platforms and approaches that will have the greatest returns. In today’s marketing world, your personal brand, the relationships you build and the expertise you share has the capacity to move you from best kept secret to highly sought expert. This is mainly contingent upon the value-based marketing you create. With this book, readers will gain the combined experience and wisdom of its co-authors Alan Weiss and Lisa Larter. Alan brings his decades of experience as a consultant and entrepreneur to provide practical, motivational guidance, while Lisa brings her expertise as a digital marketer and strategist to provide fascinating research-based insights into marketing strategy. Social and technological developments have transformed both the nature and impact of marketing. Previously, large sums of money could almost guarantee that a new campaign would be noticed, or that new branding would become iconic. Yet, with the onset of social media and the downturn in traditional media avenues, the primary platforms for marketing have become democratised. While access to such platforms may be easy and often cheap, they are competitive battlegrounds in which a marketer must vie for the customer’s attention with any number of distractions or competitors. Only through the value-based approaches outlined in Masterful Marketing will your marketing efforts stand out in this crowd and draw in customers.

Masterful Marketing 1st Table of contents:

1 The Genesis of Value

• The difference between ‘wants’ and ‘needs’

• The personal ROI equation

• The pressures affecting value

• You get what you pay for

2 Internet Marketing Funnels are not the Answer

• There is nothing passive about passive income

• Internet marketing trends are just trends

• How to know which internet marketing concepts work for you

• Why you should avoid using aggressive tactics online

3 All You Need to Do is CARE

• Why reciprocity rules

• Buyers love to buy, but hate to be sold

• All you need to do is CARE: Create, Attract, Retain and Expand

• Achieving results instead of chasing money

4 Creation of Value-Based Marketing

• Formats and frameworks for creating content

• ‘How can I use this?’ thinking

• Done is better than perfect … when you’re 80 per cent ready, MOVE!

• Pay attention to what people are asking you

5 Attract the Right Audience

• Who is your current best buyer and who is your future buyer?

• What are the biggest challenges your buyers are experiencing?

• Write for people, optimize for SEO

• Write for the buyers you want to come through the front door, everyone else will come through the back or side door

6 Retain Their Interest and Attract Their Business

• Miracles are incremental

• Pay attention to world events and inject yourself into conversations

• Show, don’t just tell – people believe only what they see

• Make it easy for people to engage with you in your ‘community’

7 Expand Your Reach Through Recommendations and Referrals

• Write something worth sharing

• Use hashtags wisely and respond to comments regularly

• Earn the right to ask for recommendations and referrals

• Counterintuitively, how to solicit unsolicited referrals

8 Success, Failure and the Mediocre

• The alchemy of value-based marketing

• Seven reasons you’re not getting ALL THE leads

• Deconstructing the experts and reinventing their wheel

9 How Isn’t the Answer

• Start today, create value-based content and don’t obsess over technology

• Discretionary time is the true definition of wealth

• No one can replace your expertise, but a team can always help promote it

• Be willing to strike out enough to hit a lot of balls out of the park

10 Survival of the Eyeballs

• If people don’t see you, they won’t know, like, trust and do business with you

• You don’t need a huge audience to make a huge impact

• Be willing to do what most people won’t do

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