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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: June, 2024
Jun 28, 2024

The Road To Hell: How Purposeful Business Leads To Bad Marketing And A Worse World And How Human Creativity Is The Way Out by Nick Asbury

ABOUT THE BOOK:

The road to hell is paved with good intentions, says the proverb. Never has that been truer than in the case of corporate purpose, the movement that took over the business and advertising world following the financial crisis of 2008.

Guided by the mantra 'do well by doing good', businesses embraced a social purpose agenda that sought to align doing good for society with doing well in the marketplace.

According to author Nick Asbury, the result has been a wave of humorless and hubristic advertising and a spiral of worse social outcomes, as businesses wade into issues beyond their remit while neglecting their real ethical responsibilities.

Diving into examples including Bud Light, Patagonia, Cadbury, and Unilever, Nick Asbury builds a compelling case against purpose - covering what it is, where it came from, how it leads to worse marketing, and how it leads to worse social outcomes.

As a positive alternative, he makes the case for creativity, cognitive empathy, and valuing the human over the corporate.

Amid the fierce and topical debate about purpose and corporate politics, The Road to Hell is a sharp and entertaining intervention, shedding light on how we got here - and where we go next.

ABOUT THE AUTHOR:

Nick Asbury is a creative writer, corporate purpose critic, poet, songsmith, humorist, and one-half of Asbury & Asbury UK. 

His other works include Perpetual Disappointments Diary (a demotivational journal of despair), A Smile in the Mind, Realtime Notes (3.5 years of fast poems described by critic John Self as 'the best chronicle of the 21st century), and appearances in books including The Copy Book: How Some Of The Best Advertising Writers In The World Write Their Advertising

And, interesting fact - he writes tin pan alley music!
  
Click here for this episode's website page with the links mentioned during the interview...

https://www.salesartillery.com/marketing-book-podcast/road-hell-nick-asbury

Jun 21, 2024

Blue Goldfish 2.0: 8 Ways to Leverage AI and Data for Customer Loyalty & Marketing Innovation by Stan Phelps and Chuck Gallagher

ABOUT THE BOOK:

In an era where AI transforms the landscape of customer engagement, Blue Goldfish 2.0 emerges as the essential guide for businesses aiming to lead through innovation. 

This updated second edition shines a spotlight on the power of AI, data, and analytics, featuring over 400 case studies that exemplify how companies are elevating the customer experience.

The New Frontier of Competitive Advantage

As customer experience solidifies its position as the ultimate battleground for differentiation, the quest for a competitive edge becomes more challenging. 

Echoing the wisdom of former GE CEO Jack Welch, the book emphasizes that true advantage lies in learning about customers more rapidly and effectively than competitors and translating these insights into swift, decisive action.

Blue Goldfish 2.0 presents a compelling argument that the fusion of knowledge and agility is no longer just aspirational; with AI, it's entirely achievable. 

This edition delves deep into how artificial intelligence, coupled with the strategic use of data and analytics, can catapult a business into unparalleled customer connection and market dominance.

The Core Principles: The 3 R's & The 8 Types of Blue Goldfish

At the heart of Blue Goldfish 2.0 are the foundational 3 R's:

  1. Relationship: Crafting personalization at scale.
  2. Responsiveness: Acting with speed and precision.
  3. Readiness: Anticipating customer needs before they arise.

Expanding upon these principles, the book outlines eight innovative ways businesses can harness technology, data, and AI. These eight types of Blue Goldfish showcase diverse strategies for leveraging cutting-edge tools to transform insights into impactful actions.

Are You Ready to Dive Into the Blue?

Whether you're looking to refine your approach to customer service, overhaul your data strategy, or fully integrate AI into your operations, Blue Goldfish 2.0 offers a treasure trove of examples, techniques, and insights.

It challenges readers to ask themselves, "What's my Blue Goldfish?"—inviting businesses of all sizes to explore how they can use info-sense to distinguish themselves in a crowded marketplace.

Dive into Blue Goldfish 2.0 to discover how to turn the dual levers of knowledge and agility into a sustainable competitive advantage, ensuring your place at the forefront of the customer experience revolution.

ABOUT THE AUTHOR:

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

https://www.salesartillery.com/marketing-book-podcast/blue-goldfish-2-stan-phelps

Jun 14, 2024

Presentation Ready: Improve Your Sales Presentation Outcomes and Avoid the Twelve Most Common Mistakes by Terri Sjodin 

ABOUT THE BOOK:

When it comes down to a pivotal business or sales presentation, if it doesn’t move you forward, you have got to figure out why and change it.

How do you sell, persuade, or move people to action? A vital element in creating influence in today’s market is the ability to build and deliver a thought-provoking presentation. From elevator speeches to formal sales presentations, you can craft a more compelling message.

Most people want to improve their presentations but don’t know where to start―and that can be costly. That is where this book can help. 

Terri Sjodin has done the heavy lifting and eliminated the guesswork by providing specific solutions to guide you through the process of crafting an improved presentation to use at your very next meeting (in-person, virtually, or in a hybrid environment). 

She shares the results of her multi-year research project―which identified twelve common sales presentation mistakes that may cost an individual the win, the deal, or the opportunity―and shows how to avoid them. 

Why focus on mistakes? Because you can’t improve what you don’t recognize as a problem.

Presentation Ready is divided into three sections: building your case, leveraging creativity, and honing your delivery. Each chapter explores a specific presentation mistake―why it happens, and why it’s damaging, and includes practical tips on how to correct it. 

You may laugh or cringe at some of these confessions, stories, and observations, but they are all true. The solutions will ultimately help you course-correct to save yourself time, increase your earning potential, reduce stress, and gain greater confidence for future presentations. 

You will learn vicariously through the experiences of others, and use that edge to transform your presentations almost overnight.

ABOUT THE AUTHOR:

Terri Sjodin is one of America’s leading experts on persuasive presentations, a bestselling author, an award-winning speaker, a popular LinkedIn Learning Instructor, and the Founder of Sjodin Communications, a public speaking, sales training, and consulting firm.

Her clients have included Fortune 500 companies, small businesses, national sales teams, industry associations, and even members of Congress. She is a frequent guest on television talk shows and networks including The Today Show, Bloomberg, CNN, and CNBC.

Her previous book, Small Message, Big Impact, hit the New York Times, USA Today, and Wall Street Journal bestseller lists.

And, interesting fact – she is a proud graduate of San Diego State Univeristy, home of the fighting Aztecs!

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

https://www.salesartillery.com/marketing-book-podcast/presentation-ready-terri-sjodin

Jun 7, 2024

Lean Marketing: More leads. More profit. Less marketing. by Allan Dib

ABOUT THE BOOK:

Bigger Results with Less Marketing

You keep being told to do more marketing — more complex, more aggressive, and more expensive marketing.

Chasing the latest bright, shiny object is exhausting. Increased efforts keep leading to disappointment. The overwhelm for entrepreneurs, marketers, and business leaders is real. 

There’s a better way.
 
The lean movement has transformed manufacturing and is now revolutionizing marketing. Small, medium, and large businesses are getting bigger and better results with less marketing.

In this book, you’ll discover:

  • Why many existing marketing techniques have stopped working and what to do instead.
  • The exact tools and tactics you need to build a devastatingly effective marketing system.
  • How to win with a simple, structured, and systemized approach rather than failing with random acts of marketing.
  • How to pivot from bloated, ineffective, and wasteful marketing activities to ones that compel prospects to take action.
  • How to create a strong product-market fit so that your target market intensely desires what you have to offer.
  • How to do marketing you’ll be proud of that works without hype, scams, or pressure.
  • How to build a strong brand that creates goodwill and attracts ideal customers.

Lean Marketing is a follow-up to the international bestselling phenomenon, The 1-Page Marketing Plan.

Stop trying to outshout the other guy. 

Stop blunt-force conventional marketing tactics that annoy, interrupt, and repel. 

Stop wasting time with theoretical claptrap that doesn’t work in the real world.

Get immediate traction by implementing lean marketing.

ABOUT THE AUTHOR:

Allan Dib is a serial entrepreneur, rebellious marketer, and technology expert.

He is the author of the bestselling book The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd which was featured on episode 186 of The Marketing Book Podcast in 2018

He has started and grown multiple businesses in various industries including IT, telecommunications, and marketing.

Allan grew his telecommunications business from a startup to being named by Business Review Weekly (BRW) four years later as one of Australia's fastest-growing companies – earning a spot in the coveted BRW Fast 100 list.

And, interesting fact - the movie that never fails to make him laugh no matter how many times he's watched it is Office Space

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

https://www.salesartillery.com/marketing-book-podcast/lean-marketing-allan-dib

 

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