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The Marketing Book Podcast

Fun, weekly interviews with authors of new marketing and sales books. Named by LinkedIn and Forbes as one of the top marketing and sales podcasts. Hosted by Douglas Burdett, a marketing agency principal, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: November, 2022
Nov 25, 2022

Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content by Ann Handley

About the Book:

A hands-on field guide to consistently creating page-turning content that your audience loves. (And that delivers real results.)

In the newly revised and updated edition of Everybody Writes, marketer and author Ann Handley improves on her Wall Street Journal bestselling book that’s helped hundreds of thousands become better, more confident writers.

In this brand-new edition, she delivers all the practical, how-to advice and insight you need for the process and strategy of content creation, production, and publishing.

This new edition also includes:

  • All-new examples, tools, resources
  • Updated step-by-step writing framework
  • Added and expanded chapters that reflect the evolution of content marketing (and the evolution of Ann’s thinking about what works today)
  • The same witty and practical how-to approach
  • How to attract and retain customers with stellar online communication
  • How to choose your words well, sparingly, and with honest empathy for your customers
  • Best practices and ideas for crafting credible, trustworthy content
  • “Things Marketers Write”: The fundamentals of 19 specific kinds of content that marketers like you write
  • Inspiration. Confidence. Fun.

In this book, you’ll discover:

Content marketing has evolved. Yet writing matters more than ever.

In this new edition of Everybody Writes, you’ll find the strategies, techniques, tips, and tools you’ll need to refine, upgrade, and (most of all) inspire your own best content marketing.

About the Author:

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing.

She is the Chief Content Officer of MarketingProfs; a LinkedIn Influencer; a keynote speaker, a mom, a dog person, and a writer.

She is the co-author of Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. Her books have been translated into 19 languages, including Turkish, Korean, Italian, Chinese, and Japanese.

She has contributed commentary and bylines to Entrepreneur magazine, Inc. magazine, Mashable, Huffington Post, American Express, NPR, and the Wall Street Journal.

And, interesting fact – her favorite book of all time is EB White's Charlotte's Web!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/everybody-writes-ann-handley

Nov 18, 2022

The Customer-Base Audit: The First Step on the Journey to Customer Centricity by Peter Fader, Bruce Hardie and Michael Ross

About the Book:

As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures.

But how much time have you spent reflecting on the fact that these revenues are generated by actual customers―the people who pull out their wallets and pay for your products and services?

In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base.

A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as:

  • How healthy is your customer base? How realistic are your growth objectives?
  • How do your customers differ in terms of their behavior and value?
  • How has the quality of your customers changed over time?
  • What changes in customer behavior lie behind period-to-period changes in firm performance?
  • What is important to your high-value customers? Which products help you acquire and retain your best customers?

Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be).

Yet without such a basic, systematic understanding of the foundations of the firm’s primary source of cash flow, how can executives make informed decisions?

Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers.

In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers’ buying behavior―and thus their company as a whole.

About the Author:

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities.

He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retail, and pharmaceuticals.

In addition to his various roles and responsibilities at Wharton, Professor Fader is also co-founder of Zodiac, a predictive analytics firm that was sold to Nike in 2018.

He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.”

Peter is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and co-author with Sarah Toms of the book The Customer Centricity Playbook (which was featured on episode 222 of The Marketing Book Podcast in 2019).

He has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media.

And, interesting fact – he was a math major at MIT!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/customer-based-audit-peter-fader

Nov 11, 2022

The Bezos Blueprint: Communication Secrets of the World's Greatest Salesman by Carmine Gallo

About the Book:

The communication and leadership secrets of Jeff Bezos and how to master them, from the bestselling author of Talk Like Ted.

Jeff Bezos is a dreamer who turned a bold idea into the world’s most influential company, a brand that likely touches your life every day.

As a student of leadership and communication, he learned to elevate the way Amazonians write, collaborate, innovate, pitch, and present.

He created a scalable model that grew from a small team in a Seattle garage to one of the world’s largest employers.

The Bezos Blueprint by Carmine Gallo reveals the communication strategies that Jeff Bezos pioneered to fuel Amazon’s astonishing growth.

As one of the most innovative and visionary entrepreneurs of our time, Bezos reimagined the way leaders write, speak, and motivate teams and customers.

The communication tools Bezos created are so effective that former Amazonians who worked directly with Bezos adopted them as blueprints to start their own companies. Now, these tools are available to you.

About the Author:

Carmine Gallo is a Harvard instructor, bestselling author, and international keynote speaker.

A “communications guru,” according to Publishers Weekly, Carmine coaches CEOs and leaders for the world’s most admired brands.

Carmine’s bestselling books, including Talk Like TED and The Presentation Secrets of Steve Jobs, have been translated into more than 40 languages.

His expertise in business and leadership has been featured in The Wall Street Journal, USA Today, and Success Magazine and on MSNBC, CNBC, CNN, and ABC’s 20/20.

And, interesting fact – he also spent 15 years as a television news anchor!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/bezos-blueprint-carmine-gallo

Nov 4, 2022

Prove It: Exactly How Modern Marketers Earn Trust by Melanie Deziel with Phil M. Jones

About the Book:

Your brand is on trial―here’s how to win your case.

You know your company is amazing. You say your company is amazing.

But why should your customers believe you? In a crowded consumer courtroom full of shady advertisers all claiming to be the best, the fastest, the most caring, your brand is literally on trial―and that means you better deliver the proof.

In Prove It, StoryFuel founder Melanie Deziel and master of influence Phil M. Jones show you how to leverage every content marketing tool in the box to blast through doubt and win the case with your customers.

Using real-world examples from trusted brands across dozens of industries, they’ll walk you step-by-step through the process of identifying and categorizing your business promises―even the ones you don’t realize you’re making―gathering the right evidence, and backing up each style of claim.

You’ll learn how to apply strategies like corroboration, demonstration, and education to a marketing context to show―not tell!―the convenience of your offerings, your comparability with the competition, your connection to your community, your competence in your industry, and your commitment to your values.

And you’ll discover the right format and platform to deliver each type of evidence to make sure your “jury of consumers” connects with your case.

It’s time to stand out from all the brands that shout “trust us, we’re great!” at a skeptical audience. Your customers are waiting for you to prove it.

About the Author:

Melanie Deziel is a keynote speaker, award-winning content creator, and lifelong storyteller on a mission to share the power of compelling and credible content with others.

She is the author of the bestselling marketing and business communications book The Content Fuel Framework: How to Generate Unlimited Story Ideas (featured on episode 279 of The Marketing Book Podcast), and co-founder of The Convoy, a B2B marketplace that pools the buying power of independently owned businesses to help negotiate discounts on expenses.

From page 7 of Prove It...

I served as the first-ever editor of branded content at the New York Times, where I coached our advertisers on how to create compelling content that our audience would value. As a consultant, I've helped Fortune 100 companies implement content strategies that focus more on the audience's needs and interests than on their lifetime value as a customer. And I've been lucky enough to stand on stages around the world, delivering keynotes and workshops on this very topic to audiences filled with sales professionals, small business owners, and marketers from every industry, background, and walk of life.

And, interesting facts: she can communicate with American sign language, and she was a state-level javelin thrower!

Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/prove-it-melanie-deziel

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