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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 strategy advisor, former artillery officer, Madison Avenue ad man, and stand-up comedian.
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Now displaying: December, 2023
Dec 29, 2023

Scientific Advertising by Claude Hopkins (1923) with Jay Abraham

ABOUT THE BOOK:

Whether you are considering a career in advertising or trying to find the best way to market your product, start with Claude Hopkins (1866-1932) and then move on to the rest.

In this interview, legendary marketer Jay Abraham talks about how Scientific Advertising changed the course of his career and life.

In Scientific Advertising, Hopkins explains the process of getting (and measuring) results from your advertising.

Claude Hopkins wrote Scientific Advertising in 1923, but his insight into consumer behavior still holds. The aim was to explain the rules of advertising and what makes consumers buy so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write ads that sell with certainty.

Hopkins clearly shows how to write copy, provides methods for testing it, and shows how evidence-based advertising gets results in a measurable and cost-effective way.

It is a must-read if you are in business, sales, or advertising. Hopkins shows what makes us buy and how you can make it happen.

Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.” ~David Ogilvy

In 21 short chapters, Hopkins reveals a variety of tested techniques that he used throughout his successful career in advertising:

  1. How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads.
  2. Just salesmanship - What is advertising and how is it best used?
  3. Offer service - The best ways to offer service to increase sales.
  4. Mail order advertising - What it teaches us and how we can apply it to our advertising.
  5. Headlines - A lot of headlines get a poor response in email marketing, websites, and adverts. Learn how to increase your response rate.
  6. Psychology - Use Hopkins’ experience to direct people to buy and use your product.
  7. Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and outperform your competitors.
  8. Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this.
  9. Art in advertising - Should we use bespoke artwork or tried and tested visuals?
  10. Things too costly - What strategies are too costly to attempt in advertising?
  11. Information - How to give the consumer the best information to help them buy.
  12. Strategy - Rules for directing a campaign.
  13. Use of samples - How getting samples into people's hands can increase sales.
  14. Getting distribution - Hopkins lays out how to get national distribution by starting small.
  15. Test campaigns - How to test different campaigns on the same audience.
  16. Leaning on dealers - Ways to get dealers to help your campaign
  17. Individuality - Set yourself apart from competitors and what your tone should be.
  18. Negative advertising - Will it help your sales?
  19. Letter writing - Hopkins shows how to write a sales letter.
  20. A name that helps - How does a product name impact sales?
  21. Good business - See how good business impacts consumer behavior.

Excerpts from the book

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that.

I set down these findings solely for the purpose of aiding others to start far up the heights I scaled.

ABOUT JAY ABRAHAM:

As Founder and CEO of The Abraham Group, Inc. (Los Angeles, California), Jay has spent his entire career solving complex problems and fixing underperforming businesses. 

He has significantly increased the bottom lines of over 10,000 clients in more than 1,000 industries.

Jay‘s books include Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition and The Sticking Point Solution: 9 Ways to Move Your Business from Stagnation to Stunning Growth which was featured on episode 299 of The Marketing Book Podcast in 2020.

Jay’s most recent book is Business Wealth Without Risk: How to Create a Lifetime of Income & Wealth Every 3 to 5 years, co-authored with Roland Frasier. 

And, interesting fact: Jay has the same birthday as Elvis Presley!

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

https://www.salesartillery.com/marketing-book-podcast/scientific-advertising-claude-hopkins-jay-abraham 

 

Dec 22, 2023

Stop Starvation Marketing: 23 Power Growth Moves For Health Tech, IT, Biotech Companies by Christine Slocumb

ABOUT THE BOOK:

Get ready to embark on a journey through 23 power moves that will help you grow a successful healthcare, biotech, or IT company. 

With practical tips and real-world success stories, Stop Starvation Marketing is a must-read for tech leaders looking to take their marketing to the next level. 

Every chapter is packed with tactics, tips, and punchy anecdotes that immediately demonstrate each point.

Action strategies are clearly outlined and provide a blueprint for success. If you are serious about marketing results – and enjoy a spot of humor along the way – this book is for you.

ABOUT THE AUTHOR:

Christine has 30 years of marketing, business development, and product management experience in a wide variety of companies, from start-ups to Fortune 50 firms. 

Since founding her marketing firm Clarity Quest in 2001, Christine has worked with technology, life sciences, and healthcare firms on marketing strategy, business planning, and marketing implementation. 

Christine earned undergraduate and graduate degrees in electrical engineering, and an MBA – and holds eight U.S. patents.

And, interesting fact - Christine and the host of The Marketing Book Podcast are both married to physicians!

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

https://www.salesartillery.com/marketing-book-podcast/stop-starvation-marketing-christine-slocumb 

Dec 15, 2023

Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue by Georgiana Laudi and Claire Suellentrop

ABOUT THE BOOK:

Your product is great. So why is marketing it so hard?

Many SaaS companies struggle with marketing. 

Teams try everything they can to drive more traffic, leads, and signups. 

Yet revenue growth remains…lumpy. Slow. Frustratingly inconsistent.

If this sounds familiar, the problem isn’t you or your ideas; it’s that you’re guessing at what resonates with your target customers. 

In Forget the Funnel, Georgiana Laudi and Claire Suellentrop share the Customer-Led Growth Framework they've developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets. 

This framework helps you get inside your customers’ heads, map and measure your customers’ experience, and uncover which tactics will actually move the needle for your company.

It’s time to stop guessing. Forget the Funnel is your guide for thinking more strategically about marketing your product and making a meaningful impact on revenue growth.

ABOUT THE AUTHOR:

Georgiana Laudi and Claire Suellentrop co-founded Forget the Funnel, a consultancy that helps SaaS teams reach and retain high lifetime value customers.

Georgiana is a strategic advisor and speaker who's passionate about turning customer value into revenue-generating outcomes. 

An online marketer since 2000, she began her track record as a marketing executive and product growth advisor in 2010, working with high-growth recurring-revenue startups.

And, interesting fact – she’s from Canada!

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

https://www.salesartillery.com/marketing-book-podcast/forget-funnel-georgiana-laudi

Dec 8, 2023

The Growth Leader: Strategies to Drive the Top and Bottom Lines by Scott K. Edinger

ABOUT THE BOOK:

Growth is a leadership issue, not a sales issue.

However you define business growth--total revenue, net income, margin expansion, number of products and services, or customer loyalty--sustained and strategic growth requires an organization to do more than sell by simply communicating the value of its products or services.

It must create value in the way it sells by delivering a compelling experience that adds value beyond the product itself. As a leader, it's your job to build and guide that experience.

The Growth Leader reveals how top executives create profitable growth through the intersection of strategy, leadership, and sales.

With a clear strategy, inspiring leadership, and aligned sales, powerful leaders understand that true competitive advantage doesn't come from innovation alone but belongs to companies that use their sales organization to add and create value.

In this leadership guide, you'll learn how to ensure growth strategy is aligned at every level of the company, from boardroom initiatives to daily customer interaction.

Best-selling leadership author and business growth consultant Scott K. Edinger helps CEOs and leaders intentionally and strategically engage with the customer experience to differentiate, innovate, cultivate loyalty, and grow.

With this growth strategy mindset, your teams will know what they're supposed to be doing, have the skills to accomplish their work at a high level and be properly supported by systems, processes, and environment.

But they can only do all this if you lead them. Are you ready to be a Growth Leader?

ABOUT THE AUTHOR:

Scott K. Edinger is a consultant, author, advisor, and speaker who is recognized as an expert in the intersection of leadership, strategy, and sales. He has worked with Fortune 50 clients and businesses of all sizes around the world to lead business growth.

He has written two other books and over a hundred articles in Forbes and Harvard Business Review, among other publications. 

His other books are The Hidden Leader: Discover and Develop Greatness Within Your Company (AMACOM, 2015) and The Inspiring Leader (McGraw Hill, 2009).

Scott has served as an affiliate faculty member for the University of North Carolina, Kenan-Flagler School of Business. 

He received his undergraduate degree in Communication Studies and Rhetoric from Florida State University.

And, interesting facts – he has bungee-jumped into a New Zealand canyon, and performed with the Mormon Tabernacle Choir (despite not being Mormon or knowing how to read music)!

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

https://www.salesartillery.com/marketing-book-podcast/growth-leader-scott-edinger

Dec 1, 2023

DISCOVER Questions® for Connections, Clarity & Control: The 10th Anniversary Edition by Deb Calvert

ABOUT THE BOOK:

Field research, interviews, and practical application + updates for communicating effectively in these turbulent times.

DISCOVER Questions® is a framework to make your questions more purposeful. 

This is the book that will help you appreciate questions, be more deliberate in what you ask and how you ask it, and prepare you for dealing with various conversational barriers like information overload, multitasking, ambiguity, mistrust, unconscious biases, and more

Deb Calvert’s 2013 bestseller, DISCOVER Questions® Get You Connected: For Professional Sellers, introduced this framework and revolutionized how we think about questions. 

This 10th Anniversary Edition is packed with new research, examples from a wide variety of fields, and complementary competencies for communication effectiveness in any situation or setting. 

Now DISCOVER Questions® isn’t just for sellers anymore!

ABOUT THE AUTHOR:

As the founder of People First Leadership Academy and president of People First Productivity Solutions, Deb’s work focuses on leadership development and team effectiveness. 

Deb's background as an HR Director with a Fortune 500 company along with her diverse experience in Sales and Operations uniquely equips her to work across a variety of industries and functions. 

She was named one of the "65 Most Influential Women in Business" and her field research spans 25 years, 20 nations, and thousands of buyers and sellers.

And, interesting fact - her husband is the heir to the Calvert Whiskey fortune!

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

https://www.salesartillery.com/marketing-book-podcast/discover-questions-deb-calvert

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