Trust Signals: Brand Building in a Post-Truth World by Scott Baradell
About the Book:
What is a trust signal?
Let’s say you’re interested in a book you aren’t familiar with—this book, for example.
Before you buy it, you wonder, “Can I trust this author?” Can you trust that their book will be worth your money and your time?
The author, in turn, tries to prove their trustworthiness in a number of ways:
These are examples of trust signals, the points of evidence that individuals, companies, and brands use to win one another’s trust.
Mastering these signals is the single best way to build, grow, and protect your brand in today’s post-truth world—where trust is the most precious commodity of all.
About the Author:
Scott Baradell is a writer and entrepreneur who grew his PR agency, Idea Grove, with business generated by its popular blog.
Idea Grove is one of the top twenty-five tech PR agencies in the United States, a three-time Inc. 5000 company, and an Inc. Best Workplace in 2021 and 2022.
In 2020, Scott started a second blog, Trust Signals, to provide news, analysis, and practical advice on what it takes to build trust with customers and the public in today’s post-truth world. The blog inspired and culminates in this book.
Before Idea Grove, Scott was the chief communications officer for two billion-dollar companies, the co-founder and CMO of a venture-backed startup, and an award-winning journalist.
And, interesting fact – during a visit to Japan, his tour bus was attacked by snow monkeys, but somehow he made it out alive!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/trust-signals-scott-baradell
Creating Superfans: How To Turn Your Customers Into Lifelong Advocates by Brittany Hodak
About the Book:
What if your customers love your brand the way Swifties love Taylor or Drake loves the Raptors? What if they came back again and again…and told their friends to do the same?
In Creating Superfans, award-winning entrepreneur and keynote speaker Brittany Hodak shares a powerful framework for transforming your business from a commodity into a category of one.
Brittany has helmed fan-engagement campaigns for brands including Walmart, Disney, Amazon, and dozens of other global brands.
Creating Superfans combines sharp business insights with entertaining stories from work with stars like Taylor Swift, Dolly Parton, and Mötley Crüe.
Memorable case studies from businesses of all sizes illustrate that customer experience, or CX, is the battlefield for winning – and keeping – customers. Brittany’s game-changing CX system, the SUPER Model, is simple to learn, deploy, and measure across every organization.
Whether you’re launching a new business or running a hundred-year-old brand, Creating Superfans gives the entire team a shared playbook for tapping into the unmatched power of super fandom.
About the Author:
Brittany Hodak is an award-winning entrepreneur, speaker, and author who has delivered keynotes around the world to organizations including American Express and the United Nations.
She has written hundreds of articles for Forbes, Adweek, Success, and other top publications; she has appeared on programs on NBC, CBS, ABC, and Fox; and she has worked with some of the world's biggest brands and entertainers, including Walmart, Disney, Katy Perry, and Dolly Parton.
Entrepreneur magazine calls her " the expert at creating loyal fans for your brand.”
And, interesting fact – her first job was as a radio station mascot!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/creating-superfans-brittany-hodak
The Martech Handbook: Build a Technology Stack to Attract and Retain Customers by Darrell Alfonso
About the Book:
Increase customer attraction, acquisition, and retention by using technology to create seamless, effective, and joined-up marketing.
It can be hard to know where to begin with the sheer number of platforms and solutions available to marketers today, as well as to use martech to its full potential.
The Martech Handbook provides a clear and step-by-step framework for understanding and selecting various forms of marketing technology to drive business value in all areas of marketing, from CX, automation, and lead management, to reporting and analysis as well as designing and orchestrating a tech stack that brings them all together.
This book also explores getting buy-in, scaling martech within organizations depending on their needs, size and budget, measurement, monitoring, and governance.
Written by an award-winning martech leader, it features case studies and examples from companies including Spotify and Amazon alongside frameworks, question checklists, and interviews with leading industry practitioners.
This is an essential resource for augmenting your marketing and achieving key objectives through leveraging technology.
About the Author:
Darrell Alfonso is an award-winning marketer and Martech thought leader. He has consulted for leading companies such as GE, AT&T, and Abbot Laboratories, helping them achieve astounding business results through the strategic use of marketing technology.
Darrell launched the industry’s first professional certification in marketing operations and has trained hundreds of marketing professionals worldwide.
Darrell was named one of the top 50 marketers in the US by Propolis and is an international keynote speaker who spoke in London, Dubai, and San Francisco in 2022.
Darrell spent nearly four years leading marketing operations at Amazon Web Services before starting his current role as Director of Marketing Strategy and Operations at Indeed.com, the world’s number one job site.
Darrell is a top LinkedIn content creator where he writes weekly Martech and marketing operations tips for his more than 40,000 followers.
And, interesting fact – he enjoys binging on Netflix shows with his wife Janet, and their Pomeranian dog, Stella.
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/martech-handbook-darrell-alfonso
The Power of Scarcity: Leveraging Urgency and Demand to Influence Customer Decisions by Mindy Weinstein
About the Book:
Drive revenue and grow your business by using the powerful concept of scarcity
Scarcity isn't just one of the key principles of influence, it's arguably the most powerful―invoking the kind of primal instincts that were essential to our ancestors' survival.
It's also the explanation for why, in the mid-1990s, $29.99 Tickle-Me-Elmo dolls were being scalped for $7,000 apiece.
And yet, for all its power, scarcity is a principle that's little understood, even as it's frequently employed in sales and marketing campaigns.
Research on scarcity is published mainly in academic journals, not easily accessible to the mainstream public, and often written from an economic, rather than psychological, point of view.
In The Power of Scarcity, Dr. Mindy Weinstein leverages her deep expertise in both marketing and psychology to reveal how this influence principle can be used to boost sales, win negotiations, spark action, develop community, build customer loyalty, and more.
As a digital marketer and doctor of philosophy in psychology, she brings both practical and academic insights to explain the psychology behind scarcity, why it has such an immense impact on decision-making, and how, used correctly and ethically, it can influence the people who buy your products or services.
In these pages, you'll gain a deeper understanding of why and how scarcity works in business, and specifically how different types of scarcity messages―supply-related, demand-related, time-related, or limited edition―affect our brains.
You'll see it in action from multiple perspectives, through case studies, research findings, and eye-opening interviews with current and former executives (from brands that include McDonald’s, Harry & David, and 1-800-Flowers), as well as real-life customers' firsthand experiences.
For anyone involved in sales and marketing today, The Power of Scarcity is a rare find, combining the best research on the subject as well as hands-on, tactical ways to apply the psychology behind it to knowledgeably harness that power to bolster your business.
About the Author:
Dr. Mindy Weinstein is the founder and CEO of the digital marketing firm Market MindShift, as well as a keynote speaker, trainer, and digital marketing strategist.
She has trained thousands of professionals from organizations of all sizes, including Facebook and The Weather Channel.
She has a Ph.D. in psychology and is a marketing instructor at Grand Canyon University and the University of Denver, as well as a program leader for The Wharton School and Columbia Business School.
Mindy has often appeared in the media, with interviews on Fox, NBC, ABC, and Bloomberg Radio. She has also been quoted in The Huffington Post and The Washington Post amongst others.
And, interesting fact – at home, she uses the principles of scarcity to convince her husband and two boys to take on household chores they wouldn’t have otherwise done!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/power-scarcity-mindy-weinstein