Buyer Personas – Revised and Expanded: Gain Deep Insight Into Your Customers' Buying Decisions and Win More Business by Jim Kraus and Adele Revella
ABOUT THE BOOK:
A fresh look into understanding your prospective customer's buying decisions to influence them and win more business
Building on the groundbreaking success of the first edition, this newly revised and updated version of Buyer Personas enables marketers to stop wasting time and resources on their best guesses and start drilling down to understand what buyers truly care about―then harness this newfound knowledge to create strategies and messages that break through the clutter and reach buyers on their level.
In a world where buyers frequently struggle to get the information they need to evaluate competitive alternatives and feel confident in their choices, this book lays out a step-by-step approach used by hundreds of companies to understand what buyers want to know and experience as they search for a solution to meet their needs, weigh their options, and make a buying decision.
In this book, you'll learn:
The revised and expanded Buyer Personas is a complete guide to go beyond benefit-heavy, undifferentiated marketing and focus only on what buyers care about most.
It earns a well-deserved spot on the bookshelves of entrepreneurs, executives, marketers, and other business professionals looking to influence their prospective buyers.
ABOUT THE AUTHOR:
Jim Kraus is the President of Buyer Persona Institute, and a principal of Knowledge Systems & Research, Inc., a leading global market research and consulting firm.
Jim has decades of experience leading research teams and developing growth strategies through informed decisions, including executive roles at both IBM and Prudential Financial.
And, interesting fact – he’s a personal trainer on the side!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/buyer-personas-jim-kraus
The Smart Advertising Book: How To Deliver Advertising That Grows Your Brand by Dan White
ABOUT THE BOOK:
Brands today have a bewildering array of ways to communicate with their target audience.
To succeed, brand owners need to know how to identify the best combination of media and how to create effective content.
Much advertising is ill-chosen and poorly executed; understanding how to harness its potential provides a strong competitive advantage.
This book has guidance for company leaders, marketers, and entrepreneurs in delivering effective advertising.
It presents a summary of all the latest evidence and thinking about successful advertising in a clear, accessible way with inspiring examples and the author’s trademark frameworks, analogies, and hand-drawn illustrations.
ABOUT THE AUTHOR:
Dan White is a marketing insights innovator. His career includes a decade as an insights professional, another as a brand advisor, and a third as a Chief Marketing Officer.
His other books include The Smart Marketing Book: The Definitive Guide To Effective Marketing Strategies, and The Smart Branding Book: How To Build A Profitable And Resilient Brand, both of which have been featured on The Marketing Book Podcast.
Dan co-developed BRANDZ, the world's biggest brand equity measurement system and his thinking has shaped the design of leading copy test and brand tracking methodologies.
He has advised famous, billion-dollar brands on how to thrive and his summaries and trademark visualizations have earned praise from luminaries in the marketing, advertising, and media industries.
And, interesting fact – Dan White is now a member of a very exclusive and secretive fraternity – The Marketing Book Podcast 3-Timers Club!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/smart-advertising-book-dan-white
Chaotic Change: Embracing Chaos to Drive Innovation and Growth by Nicholas Webb
ABOUT THE BOOK:
Chaotic Change is designed to be a comprehensive guide for leaders, innovators, and change-makers navigating the complexities of the modern business landscape.
Through personal anecdotes, case studies, and practical strategies, this book provides a roadmap for managing chaotic change—a process that drives and sustains innovation.
From grasping the dynamics of strategic excellence to fostering a culture of happiness and clarity within organizations, each section builds on the next, offering a holistic approach to change management.
Get started on this journey, equipped with the knowledge, tools, and mindset to thrive amidst chaotic change.
ABOUT THE AUTHOR:
Nicholas Webb is a best-selling author, a keynote speaker on innovation, healthcare, future trends, and customer experience, and the CEO of LeaderLogic a management consulting firm that works with some of the top brands in the world.
Nicholas began his career as a technologist creating award-winning innovations in healthcare, consumer, and industrial technologies. He has been awarded over 40 Patents by the U.S. Patent Office for various technologies.
Nick's books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away, and Happy Work: How To Create A Culture Of Happiness, all of which have been featured on The Marketing Book Podcast.
Nick is also the Producer and Host of the Award-winning Documentary Film, “The Healthcare Cure”, which was released in 2021 and won the Sedona International Film Festival’s “Audience Choice Award” for Most Impactful Film.
And, interesting fact – Nick Webb and the host of The Marketing Book Podcast are both extremely proud parents of paramedics!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/chaotic-change-nick-webb
Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson
ABOUT THE BOOK:
You don't have a brand—whether it's for a company or a product—until you have a name.
The name is one of the first, longest-lasting, and most important decisions in defining the identity of a company, product, or service.
But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles.
Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn:
The most complete and detailed book about naming your brand, Brand Naming includes insider anecdotes, tired trends, brand origin stories, and busted myths.
Whether you need a great name for a new company or product or want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming.
ABOUT THE AUTHOR:
Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm.
Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia.
His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart.
Rob was recently on The Marketing Book Podcast (episode 482) to discuss the 6th Edition of Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding which he co-authored with Alina Wheeler.
Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider.
And, interesting fact – Rob Meyerson was NOT consulted by Elon Musk for naming advice when renaming Twitter to X!
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/brand-naming-rob-meyerson