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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Jan 12, 2024

Standout Startup: The Founder’s Guide to Irresistible Marketing That Fuels Growth by Allyson Letteri


Discover the powerful process that top VC-backed startups use to create an effective marketing strategy with Standout Startup.

This book is your ultimate marketing accelerator, giving you the tools to create strong messaging, fuel user growth, and accelerate revenue.

  • Create Strong Messaging
  • Fuel User Growth
  • Accelerate Revenue

With this step-by-step guide, tech startup leaders have an exact roadmap to develop positioning, product messaging, and content that converts. 

Standout Startup offers an essential marketing toolkit to help you stand out from the competition. 

Allyson Letteri shares insider secrets to fast-track your marketing success based on her experience as a Silicon Valley marketing executive and startup advisor.

What's included in Standout Startup:

  • The 3 Ps every startup needs to unlock effective messaging: personas, positioning, and personality.
  • Four techniques to create standout product positioning
  • How to define an inimitable brand personality that your ideal customers love.
  • The secrets to crafting compelling value propositions that sell your product.
  • The most effective types of content to increase conversion in each phase of the customer journey.

Standout Startup presents a proven process to build a sustainable user and revenue growth engine. And it all starts with powerful product messaging that makes your startup stand out.

Standout Startup is your marketing accelerator.


Allyson Letteri is a marketing leader and startup advisor who helps tech startups launch winning go-to-market strategies. 

She’s built marketing teams from scratch to scale at fast-growing tech companies in Silicon Valley (Handshake, Thumbtack, Intuit). 

Allyson now works with founders and VCs to accelerate their startups’ growth. 

Allyson holds an MBA from the Stanford Graduate School of Business and a BA from the University of North Carolina at Chapel Hill.

And, interesting fact – she has been a repeat guest on NBC’s Today show!

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

Jan 5, 2024

Any Insights Yet?: Connect the Dots. Create New Categories. Transform Your Business. by Chris Kocek


Insights are like unicorns: mysterious and elusive, powerful yet elegant. They are the quintessential a-ha moment that all businesses are after, and yet very few people can agree on what an insight is or how they got one. 

Any Insights Yet? demystifies the insight-building process in a way that can help any business leader or marketing practitioner get to higher ground. 

Packed with real-world examples from leading brands and award-winning campaigns, Any Insights Yet? provides a dynamic step-by-step process for connecting the dots between data, observations, and human truths, resulting in powerful insights that can breathe new life into your brand and give your business a long-term competitive advantage.

In this fast-paced, 2-hour read, you'll discover:

  • The key characteristics of a true, transformative insight
  • Proven techniques and provocative questions for building a better insight
  • Simple methods to stress-test your insight and turn it into an actionable idea
  • How to write and sell an insight so that it can inspire others and transform your brand


Chris Kocek is an author, speaker, and founder of Gallant, a creative branding firm in Austin, Texas which has helped dozens of companies with brand overhauls, new product launches, and data-driven campaigns, resulting in triple-digit growth and national recognition.  

Before starting Gallant, Chris worked in advertising as a strategic planner in New York City and Austin, Texas developing nationally recognized campaigns for Fortune 500 brands and highly respected nonprofits, including AARP, Lowe's Home Improvement, Hyatt Hotels, Ace Hardware, and John Deere. 

A frequent guest lecturer at the University of Texas at Austin, Chris is a regular contributor to Entrepreneur Magazine and author of The Practical Pocket Guide to Account Planning.

He graduated from the University of California, Los Angeles and earned a master's degree from the University of Texas at Austin.

And, interesting fact – he worked as an Americorps Ranger in Canyonlands National Park in Utah!

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

Dec 29, 2023

Scientific Advertising by Claude Hopkins (1923) with Jay Abraham


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.


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... 


Dec 22, 2023

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


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.


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... 

Dec 15, 2023

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


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.


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...

Dec 8, 2023

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


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?


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...

Dec 1, 2023

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


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!


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...

Nov 27, 2023

Ship it. 2024 Day-to-Day Calendar: A Year Of Doing Work That Matters by Seth Godin 

About the Calendar:

Start your day with a motivating message from entrepreneur, bestselling author, and popular speaker Seth Godin. 

Be informed, inspired, and challenged with this new daily calendar.

The 2024 Day-to-Day Calendar features over 300 of Seth's specially selected and edited entries distilled from his popular blog on topics such as the world's worst boss, making better tacos, the trap of listening to feedback, and "I wish I had more data."

Features include:

  • 4.5"x 4.5" page size
  • Easel backer for desk or tabletop display
  • Printed on FSC-certified paper with soy-based ink
  • Tear-off pages
  • Back of pages are blank for notes or shopping lists
  • Day/Date reference on each page
  • Combined weekend pages
  • Official major world holidays and observances
  • Reflections on work and life from entrepreneur, bestselling author, and speaker Seth Godin

About Seth Godin:

Seth Godin is an entrepreneur, best-selling author, speaker, and most of all, a teacher. 

In addition to launching one of the most popular blogs in the world where he posts every single day (which you can find by typing “seth” into Google), he has written 21 best-selling books in nearly 40 languages, including The Dip, Linchpin, Purple Cow, Tribes, and What To Do When It's Your Turn (And It's Always Your Turn). 

His book, This is Marketing (featured on episode 200 of The Marketing Book Podcast), was an instant bestseller worldwide. 

His latest books are The Song of Significance and The Practice, both bestsellers. 

Though renowned for his writing and speaking, Seth also founded two companies, Squidoo and Yoyodyne (acquired by Yahoo!). 

He’s in the Guerrilla Marketing Hall of Fame, the Direct Marketing Hall of Fame and, just recently, the plain old no-modifier Marketing Hall of Fame. Which is pretty cool. He is probably the only person in all three.

In 2015, he created the altMBA, a 31-day online leadership workshop that now has 5,000 alumni in more than 75 countries. More than 60,000 people have taken his online courses, including The Marketing Seminar, and courses found on LinkedIn Learning and Udemy.

And interesting fact, he has taught hundreds of people how to juggle!

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

Nov 24, 2023

The StorySelling Method: Master the Art of Storytelling to Build Trust, Stand Out, and Boost Sales by Philipp Humm


Do you struggle to connect with your customers on a personal level?

Do you want to stand out in a very competitive market?

Or do you want to accelerate your sales career?

The StorySelling Method will teach you how to tell powerful stories that actually work in sales!

No fluff, no BS… just straightforward and effective storytelling tactics that will transform your sales game.

The techniques you will learn are the same ones that have helped thousands of professionals at top companies like Google, Oracle, and Visa win more business.

The methods within this book are simple, authentic, and effective.

Whether you're a sales professional, entrepreneur, or consultant, this StorySelling blueprint is your ultimate resource to unlock your storytelling potential and level up your sales skills.

What to expect from The StorySelling Method:

In this step-by-step guide on everyday business storytelling, you’ll learn how to:

  • Turn any moment (even the most boring one) into a captivating story
  • Find, craft, and deliver the five fundamental story types that will yield the best results
  • Build the confidence to share a story at any opportunity
  • Weave stories into any sales conversation naturally and authentically
  • Make storytelling an essential part of your communication

These storytelling tactics and techniques will help you:

  • Leave magical first impressions
  • Become your clients’ trusted advisor
  • Communicate the value you’re bringing to the table
  • Overcome any sales resistance
  • Inspire, motivate, and positively influence anyone around you

Filled with exercises and examples of everyday business storytelling, the book offers pragmatic advice on using stories to wow your customers.


Philipp Humm is on a mission to help people discover the storyteller within each of us.

He has helped thousands of sellers, leaders, and entrepreneurs worldwide use stories to inspire in business and beyond.

His clients include Google, Visa, and Oracle, to name-drop a few. 

Before starting his storytelling business, Philipp worked for nearly a decade at Uber, Bain & Company, and Blackstone. 

He discovered his passion for performance arts (acting, improv., and storytelling) during his time in New York while completing his MBA at Columbia University. 

His TEDx talk on "The Secret to Building Confidence" was selected as an Editor’s Pick by the global TED organization.

And, interesting fact - according to page 18 of his book, he once received a testimonial that included, “He’s got a German accent that’s hotter than a pretzel straight out of the oven.”

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

Nov 17, 2023

The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success by Anthony Iannarino


About the Book:

Learn to transform your perspective and lead with positivity 

In The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success, sales leader and strategist Anthony Iannarino delivers an exciting and effective new take on creating and sustaining powerful sales processes. 

You’ll learn to lead with positivity as you harness negative emotions to make lasting changes for the better and explore the power of gratitude to transform your mental outlook. 

Discover how to reframe the negative events of your life into the ways they made you stronger and prepared you for future setbacks. The author also offers: 

  • Concrete advice on perspective-taking and strategies for avoiding being triggered by people with different beliefs 
  • A thirteen-week Negativity Fast, in which you’ll eliminate sources of negativity for 90 days and introduce positivity into your mental diet 
  • Discussions of the necessity for optimism in a difficult world 

An inspiring and exciting take on leadership, The Negativity Fast walks you through how to cultivate a positive attitude and perspective you can pass on to the people who follow you.


About the Author:

Anthony Ianarino is a reader, writer, author, speaker, entrepreneur, and sales leader, and trainer.

His five previous books have been translated into 18 languages (all of which have been featured on The Marketing Book Podcast) are 

  1. The Only Sales Guide You'll Ever Need
  2. The Lost Art of Closing: Winning the Ten Commitments That Drive Sales
  3. Eat Their Lunch: Winning Customers Away from Your Competition
  4. Elite Sales Strategies: A Guide to Being One-Up, Creating Value, and Becoming Truly Consultative
  5. Leading Growth: The Proven Formula for Consistently Increasing Revenue (written for sales leaders and managers who need to reach aggressive net new revenue goals through the efforts of their sales reps)

And, interesting fact - he has written a blog post every day since December 28, 2009, except for the 13 days he spent in Tibet (even though Basecamp 1 on Mt. Everest had better wifi than his home in Columbus, Ohio).

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


Nov 10, 2023

Content Marketing Strategy: Harness the Power of Your Brand’s Voice by Robert Rose

About the Book:

Do you know how to turn the attention your content receives into profit?

With a meaningful content marketing strategy, you can.

An organization's content communicates everything to consumers. Content marketing is one of the most important pieces of the marketing plan, but many businesses do not approach it strategically.

As Chief Strategy Advisor for the Content Marketing Institute and CEO and Chief Strategy Officer for The Content Advisory, Robert Rose helps transform brands by honing their content marketing. In this book, he walks readers through his scalable, strategic approach.

Content Marketing Strategy explains what top brands are doing to streamline their content and how marketing strategists can scale their methods to create business success.

The chapters cover stacking a team, working with marketing and branding professionals on a consistent tone and message, setting meaningful goals for the content strategy, implementing it, and measuring the resulting outcomes.

Filled with compelling examples from leaders in content marketing, including Salesforce, Cleveland Clinics, Amazon, and Arrow Electronics, the book offers a new model that will transform and optimize your content marketing.

About the Author:

For more than 25 years, Robert has helped marketing leaders balance the art and science of marketing, tell their stories more effectively, and understand how the strategic use of digital content drives sales and better customer experiences.

Over the last ten years, Robert and his firm The Content Advisory have advised more than 500 companies, including McDonalds, Salesforce, Hilton, Facebook, UPS, Adidas, LinkedIn, KPMG, NASA, The Bill & Melinda Gates Foundation, and 15 of the Fortune 100.

Robert has served as the Chief Strategy Advisor of The Content Marketing Institute since its launch in 2010 guiding it to be the leading global content marketing education and training organization.

As an educator, Robert's work in content marketing has been integrated into universities such as Ohio University, Kent State, and the University of Southern California. 

Robert's previous books include two co-authored with Joe Pulizzi – Managing Content Marketing: The Real-World Guide for Creating Passionate Subscribers to Your Brand, and Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit (which was featured on episode 139 of The Marketing Book Podcast in 2017). And, he co-authored with Carla Johnson Experiences: The 7th Era of Marketing (which was featured on episode 12 in 2015).

Robert is also the co-host of the This Old Marketing Podcast with Joe Pulizzi, the founder of The Content Marketing Insitute.

And, interesting facts – he is a former playwright and Hollywood screenwriter, and is a diehard Dallas Cowboys fan!

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

Nov 3, 2023

Simply Put: Why Clear Messages Win―and How to Design Them by Ben Guttmann

About the Book:

How do you break through the noise?

Why do some messages work when others don't? 

Why do some ideas break through, why do some slogans stick in your brain, and why do some leaders inspire change - when others don't?

The answer is simple. Literally.

The most effective communicators in the world all structure their messages the same way, by designing for simplicity. 

But the problem is, simple is hard work. 

Our brains are programmed to complicate. 

Our world incentivizes more, more, more. 

It takes deliberate, intentional effort to communicate in a way that seems effortless.

In Simply Put, award-winning marketing entrepreneur Ben Guttmann unveils a five-part framework that allows anybody to communicate with clarity. 

With this book, you'll be able to design messages that are beneficial, focused, salient, empathetic, and minimal - and that work.

About the Author:

Ben Guttmann is an experienced marketing executive and educator on a mission to get leaders to connect more effectively by simplifying their message. 

Ben is a former co-founder and managing partner at Digital Natives Group, an award-winning agency that worked with the NFL, I Love NY, Comcast NBCUniversal, The Nature Conservancy, and other major clients. 

Currently, Ben teaches digital marketing at Baruch College in New York City and consults with a range of thought leaders, venture-backed startups, and other brands.

And, interesting facts – he was president of the student government at Baruch College and was an intern for a member of the U.S. House of Representatives and a U.S. Senator!

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

Oct 27, 2023

Unforgettable: The Art and Science of Creating Memorable Experiences by Phil Mershon

About the Book:

Are you struggling to create memorable and valuable experiences for your customers? 

Look no further than Unforgettable: The Science of Creating Memorable Experiences by Phil Mershon. 

In today's attention economy, event organizers face the challenge of keeping attendees engaged amidst an abundance of distractions. Many events leave attendees feeling bored, uninspired, or even critical of their experience.

Inside this book, you'll:

  • Discover how to create life-changing experiences that leave a lasting impact on your audience.
  • Learn how to minimize five common negative forces that can detract from any event.
  • Find out how to craft meaningful moments tailored to any audience you are targeting.
  • Master the event planning strategies and actions that make the greatest impact.
  • Design a memorable and valuable experience for your customers, while avoiding average events that leave your audience feeling bored and uninspired

With Unforgettable, you will learn how to create life-changing experiences that will leave a lasting impact on your audience. 

Drawing on his extensive experience working with churches, corporations, and nonprofits, as well as his recent work with Social Media Examiner, Phil Mershon shares an inspirational model that reveals how to minimize five common negative forces and uniquely craft meaningful moments for each audience served.

Using the metaphor of baking bread, Phil shows event planners and owners how different ways of combining the primary ingredients of any event can make it average, boring, or unforgettable. 

Unforgettable provides a special focus on the event ingredients that make the biggest impact, such as content and connections, as well as some of the hidden choices that event organizers may take for granted.

With the event management tools and models available in Unforgettable: The Science of Creating Memorable Experiences, anyone can design a memorable and valuable experience for customers. 

Don't settle for average events that leave your audience feeling bored and uninspired. Use Unforgettable to create experiences that are life-changing and unforgettable, while minimizing negative forces and crafting meaningful moments for each audience served. 

About the Author:

Have you ever experienced an event that was so incredible it felt like time had stopped? 

With close to 30 years of expertise in organizing events, including Social Media Marketing World, the most significant event in the social media marketing industry since 2013, church events, training events for non-profits, and one of the largest privately-held companies in the world, Koch Industries, Phil has mastered the recipe for hosting Unforgettable invents.  

Leveraging his extensive experience with virtual, hybrid, and in-person events, he’s organized events for up to 5,000 people. As a result, he’s developed an inspirational model that regularly receives reviews like “Best Conference Ever.” 

And, interesting fact -  he is a divinity school graduate and a jazz saxophonist!

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


Oct 20, 2023

Inspire Your Buyers: Go to Market with a Story That Sizzles by Bruce Scheer

About the Book:

Inspire Your Buyers provides a proven, tested model to develop a compelling go-to-market narrative that will accelerate your revenue growth while rapidly bringing your product, marketing, and sales teams into alignment.

Bruce Scheer developed this revolutionary go-to-market narrative model over the course of his twenty-five-year career, helping several industry giants, including IBM, Microsoft, HP, Google, Alcatel-Lucent, and McKesson rapidly grow their revenue with their go-to-market narrative.

Bruce’s go-to-market narrative model will give you the edge you are looking for in achieving your business growth goals.

Using real examples from his career, Bruce offers actionable insights on how to:

  • Target the right buyers
  • Spotlight their Big Problem
  • Help them envision their Desired Outcome
  • Show how your Big Solution will deliver the Desired Outcome
  • Develop a set of prescribed Next Steps that will help you and your buyers move forward faster, closing more deals with a higher close rate
  • Communicate your narrative through simple, unforgettable visuals

People act based on emotions, and the best way to inspire them to take action is through narratives.

With this book, you will learn how to engage your buyers in a compelling go-to-market narrative that makes them the hero and inspires them to take action with you and your solution.

About the Author:

Bruce Scheer is an author, international keynote speaker, and the CEO of

He has applied and honed his go-to-market narrative development model with industry giants such as IBM, SAP, Microsoft, HP, Oracle, Google, Adobe, Citibank, Motorola and numerous startups around the world.

He is the President of the National Speakers Association Northwest and – he and his wife live on Vashon Island, in Washington State during the summers.

And, interesting fact - in the winter, he and his wife travel throughout North America, living in an Airstream trailer.

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

Oct 13, 2023

High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging and Effective by Purna Virji

About the Book:

Create meaningful engagement, drive conversion rates and boost customer retention with this crucial resource to unlocking the true potential of your content marketing strategy.

In an era of user-generated, human-generated and machine-generated content, mistakes are increasingly costlier to make. And more difficult to recover from.

To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs.

High-Impact Content Marketing shows how to succeed by taking a simplified yet strategic approach to standing out and driving revenue impact.

It covers time-proven strategies to create video, audio, social media, and longer-form content that audiences will actually want to consume and how to do so in a genuinely inclusive way.

It also shows how to master content distribution across channels such as websites, blogs, email, and social media networks to maximize reach, engagement, and impact.

What makes High-Impact Content Marketing unique is how it weaves in behavioral science and adult learning principles to maximize and measure impact.

It features easy-to-implement frameworks and actionable guides throughout as well as examples of best-in-class content marketing from the likes of Patagonia, Microsoft, Spotify, and Google plus interviews with top industry experts from across the globe. 

Guidance is also included on how to align content with various stages of the customer journey. This is an essential blueprint for ensuring the long-term success of your content marketing strategy to increase brand awareness, build relationships, and boost conversions.

About the Author:

Purna Virji is a globally renowned content strategist whose current title is Principal Consultant, Content Solutions at LinkedIn. 

She previously led Microsoft's global learning and thought leadership programs and is an award-winning former journalist. 

Virji is a top-rated international keynote speaker featured in The Drum, The Next Web, Search Engine Journal, and AdWeek.

She has also been recognized as an AdWeek Young Influential, was crowned the Search Personality of the Year by the US Search Awards, and was named "The Most Influential PPC Expert in the World" by PPC Hero.

And, interesting fact - she speaks six languages and has never seen a Star Wars movie!

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

Oct 6, 2023

The Point: How to Win with Clarity-Fueled Communications by Steve Woodruff

About the Book:

Is it possible to grab an audience’s attention in this noisy, confusing world? 

According to Steven Woodruff, the solution can be summed up in a word: clarity.

Clarity-fueled communication is the practice of using the fewest words to make the biggest impact. 

The Point unveils how the overloaded human brain wants information packaged, and how to craft brain-friendly messages that break through the noise.

From email to sales pitches, from workshops to resumes, Steven Woodruff’s Clarity Fuel Formula is the universal recipe for communications success. 

The Point includes four simple actions and eight compelling shortcuts that can be used by anyone to get to the point and get others on the same page.

About the Author:

Steve Woodruff is known as the King of Clarity. 

He is a consultant and author who has helped solo consultants to Fortune 100 pharmaceutical companies - with their communications strategy and messaging. 

Over more than four decades, Steve has taught, sold, presented, preached, marketed, blogged, authored, collaborated, coached, and networked... and at the core of every one of those activities is figuring out how to communicate clearly and effectively. 

That's how the idea of finding a single, practical recipe - The Clarity Fuel Formula - evolved.

He released his first book, Clarity Wins in 2018 (which was featured on episode 220 of The Marketing Book Podcast), with a focus on helping professionals with their branding and referral networking. 

And, interesting fact – he and his wife are the proud parents of five sons, one of whom served in the United States Marine Corps! 

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


Sep 29, 2023

The Time to Win: How to Exceed Your Customers’ Need for Speed by Jay Baer

About the Book:

Jay Baer recently launched a comprehensive, proprietary research study to measure the relationship between responsiveness and revenue. 

The key finding:

We care about time (and how we spend it) more than ever.

Speed has always been an important part of the customer experience. But the research suggests it’s now the single most important component.

Today, 2/3 of customers say that speed is as important as price.

If you give your customers time, they will give you money.

And if you cost your customers time, it will cost you money.

And that’s why, instead of writing a full-length book that asks you to devote five or more hours to it, Jay Baer created this concise mini-book.

This is truly The Time to Win. Business leaders have a massive opportunity to lean into speed and responsiveness throughout the customer journey and use it as a competitive edge.

You’ve no doubt heard the adage: Good, Fast, Cheap – pick any two.

Today, you can decide whether you want to be fast and inexpensive, or fast and high quality. But being fast is not optional.

Because today, we interpret speed as caring, don’t we?

If a business or organization (or friend, spouse, colleague, or offspring) responds more rapidly, we interpret that as them caring more about us and our issue.

This means that, in your business, if you can outperform your competition in responsiveness, you can gain and keep more customers than they do.

In this short, but meaty book, Jay Baer gives you the 6-piece Time to Win framework. It includes specific recommendations–with examples–for how, why, when, and where to optimize your responsiveness inside your organization.

Jay has trained thousands of business leaders on this framework, and it’s in use today in organizations everywhere who understand that The Time to Win starts….NOW.

About the Author:

Jay Baer is a 7th-generation entrepreneur, New York Times best-selling author of seven books, and founder of six multi-million dollar companies.

In 2023, he was named a Top 30 Global Guru in both Customer Experience and Marketing.

Jay has advised more than 700 brands in his career, including Nike, Oracle, Hilton, The United Nations and 40 of the FORTUNE 500.

He is an inductee into the professional speaking and word-of-mouth marketing halls of fame.

Jay has authored or co-authored among the best-selling business books of all time in the categories of digital marketing, customer service, customer experience, and business growth.

He has been named to more than 50 top global business influencer lists.

And, interesting fact – he is one of the world's most popular tequila influencers!

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

Sep 22, 2023

The Marketing Leader's Code: Unlock Your Potential - Learn The Secrets Of Successful Marketing Leadership by Gareth Helm

About the Book:

The Marketing Leader’s CODE is a leadership book for marketing leaders, written by marketing leaders. 

Much has been published about the challenges marketing leaders face, but very little has been done to prepare marketers for the leadership role and to be successful. 

This book fills this gap by distilling the activities of successful marketing leaders into a simple framework and providing diagnostic assessments, real-life case studies, and a toolkit of tactics to build capability.

About the Author:

Gareth Helm has over 30 years experience in marketing businesses all around the world, with half of this time working in the Leadership Team.

Starting out as a graduate trainee with Unilever in the Middle East, he went on to be the marketing leader or advisor on a wide variety of brands in different stages of their life cycle. From new start-ups to some of the world’s largest and favorite brands including McDonald’s and Mars.

Gareth was recognized as one of the top 100 most effective marketers in 2021 by Marketing Week and is a Fellow of The Marketing Academy, a community of over 200 senior marketing leaders globally.

And, interesting fact - midway through Gareth's marketing career he found out he was dyslexic! 

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

Sep 15, 2023

The Ultimate Customer Experience: 5 Steps Everyone Must Know to Excite Your Customers, Engage Your Colleagues, and Enjoy Your Work by Scott McKain

About the Book:

In The Ultimate Customer Experience, Scott McKain, award-winning speaker and author, reveals the five steps for connecting with customers in today’s changing workplace.

When was the last time you were a customer and received the Ultimate Customer Experience? Can you even remember?

You’ve probably received great service from companies that you know didn’t give a damn about my business. How did that happen?

Here is one possible answer: an individual cared about customers and overcame the obvious deficiencies in their organization’s inferior approach and lack of values.

There are five fundamental aspects to creating the Ultimate Customer Experience for the clients and prospects you deal with every single day. 

Even during this post-pandemic period as we come to grips with—and try to learn how—business has been changed forever, the level at which we connect with customers has never been more important.

The five steps to creating an Ultimate Customer Experience are:

  1. Don’t Make It Right . . . GET It Right!
  2. Make a Great Impression
  3. Serve with Empathy
  4. Connect with Emotion
  5. Take Personal Responsibility

If you are investing your own resources in reading this book, that means you’re taking the most important step any of us can ever take—a step toward personal growth. You wouldn’t read this book if all you want to do is tread water and remain the same.

If you want to take personal responsibility for how you engage your customers, Scott McKain will show you how.

About the Author:

Scott McKain’s experiences have been diverse and remarkable. 

From playing the villain in a Werner Herzog film that esteemed film critic Roger Ebert named as one of the fifty great movies in the history of the cinema, to being inducted into the Professional Speakers Hall of Fame; from having been chosen (along with Zig Ziglar, Dale Carnegie, and Seth Godin) as one of thirty members of the Sales and Marketing Hall of Fame, to a decade as a globally syndicated television commentator on the entertainment scene, it’s not a stretch to say Scott McKain’s life has been distinctive.

He has spoken on platforms in all fifty US states and forty countries and his expertise has been quoted multiple times in publications including USA Today, the New York Times, Wall Street Journal, and the International Herald-Tribune

And, interesting fact - Arnold Schwarzenegger once booked Scott for a presentation at the White House with the President in the audience!

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


Sep 8, 2023

Account-Based Growth: Unlocking Sustainable Value Through Extraordinary Customer Focus by Bev Burgess and Tim Shercliff

About the Book:

Develop long-term relationships, deliver market-beating growth, and create sustainable value with this pragmatic guide to aligning marketing, sales, customer success, and your executives around your most important customers.

Many B2B companies make half their profitable revenue from just three percent of their customers, yet don't recognize the significance of these accounts, nor invest appropriately in them.

Account-Based Growth introduces a comprehensive framework for improving internal alignment and external engagement with these vital few. It contains bullet-pointed takeaways at the end of each chapter and a comprehensive checklist to help you improve your company's approach to its most important customers.

Each framework element is brought to life through viewpoints from industry experts and case studies from leading organizations including Accenture, Fujitsu, Infosys, SAP, Salesforce, ServiceNow, and Telstra.

About the Author:

Bev Burgess is passionate about the critical role marketing can play in accelerating business growth. 

Her specialism is the marketing and selling of business services, built through a combination of postgraduate study and the privilege of working with 40 of the world’s most influential firms, primarily in the technology and professional services sectors. 

Bev’s background includes senior marketing roles at British Gas, Epson, and Fujitsu, and she was a Senior Vice President at ITSMA, where she led the global ABM Practice and ITSMA’s European operations for many years. Bev first codified ABM as a marketing strategy while managing director of ITSMA Europe in 2003.

Today Bev is a Founder and Managing Principal at Inflexion Group, delivering thought leadership, consulting, and training to companies around the world that are designing, developing, and implementing account-based growth programs. 

Bev holds an MBA in strategic marketing and a BSc Honours degree in business and ergonomics. She is a Fellow of the Chartered Institute of Marketing and has served as an international trustee. 

Her first book, Marketing Technology as a Service, was published by Wiley in 2010, exploring proven techniques to create value through services based on an infrastructure of technology. 

Her most recent, A Practitioner’s Guide to Account-Based Marketing (with Dave Munn, Kogan Page 2021, 2017) explains how to use ABM to accelerate growth in strategic accounts. Both editions of that book were featured on The Marketing Book Podcast episodes 117 and 373 with Dave Munn.

Executive Engagement Strategies, published by Kogan Page in 2020, explains how to have conversations that deepen executive relationships and build sustainable growth with key clients. 

And, interesting fact – she was a competitive ballroom dancer!

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

Sep 1, 2023

Decisions Over Decimals: Striking the Balance between Intuition and Information by Christopher Frank, Paul Magnone, and Oded Netzer

About the Book:

Become a confident leader and use data, experience, and intuition to drive your decisions

Agile decision making is imperative as you lead in a data-driven world. Amid streams of data and countless meetings, we make hasty decisions, slow decisions, and often no decisions. 

Uniquely bridging theory and practice, Decisions Over Decimals breaks this pattern by uniting data intelligence with human judgment to get to action — a sharp approach the authors refer to as Quantitative Intuition (QI). 

QI raises the power of thinking beyond big data without neglecting it and chasing the perfect decision while appreciating that such a thing can never really exist.

Successful decision-makers are fierce interrogators. They square critical thinking with open-mindedness by blending information, intuition, and experience. Balancing these elements is at the heart of Decisions Over Decimals.

This book is not only designed to be read - but frequently referenced - as you face innumerable decision moments. 

It is the hands-on manual for confident, accurate decision-making you've been looking for; the rare resource that provides a set of pragmatic leadership tools to accelerate:

  • Effectively framing the problem for stakeholders
  • Synthesizing intelligence from incomplete information
  • Delivering decisions that stick

Strike the right balance between information and intuition and lead the smarter way with the real-world guidance found in Decisions Over Decimals.

About the Author:

Oded Netzer is the Vice Dean for Research and the Arthur J. Samberg Professor of Business at Columbia Business School, an affiliate of the Columbia Data Science Institute, and an Amazon Scholar. 

He is a world-renowned expert in data-driven decision-making and extracting meaningful insights from data. 

He holds a Ph.D. in Business and a Masters degree in Statistics from Stanford University.

And, interesting fact - he's originally from Israel!

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

Aug 28, 2023

A conversation about the current state of marketing books with Josh Bernoff.

Josh was recently on episode 449 to talk about his newest book, Build a Better Business Book: How to Plan, Write, and Promote a Book That Matters. A Comprehensive Guide for Authors, published by Amplify.

Josh is an expert on business books and works closely with nonfiction authors as an advisor, coach, editor, or ghostwriter. 

He has authored, coauthored, or ghostwritten eight business books, and has collaborated on more than 50 nonfiction books.

Book projects on which he has collaborated have generated over $20 million for their authors. 

Josh’s previous book was Writing Without Bullshit: Boost Your Career by Saying What You Mean (HarperBusiness, 2016). 

He is also the co-author of Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), which was a BusinessWeek bestseller. 

He was formerly Senior Vice President, Idea Development at Forrester Research, where he spent 20 years analyzing technology and business. 

Prior to Forrester, Josh spent 14 years in startup companies in the Boston area.

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

Aug 25, 2023

33 Ways Not to Screw Up Your Business Podcast: A Comprehensive Guide To Planning, Recording And Launching Your Business Podcast by Alastair McDermott

About the Book:

Unlock the power of podcasting to grow your audience, establish yourself as an expert, and build stronger relationships with clients for increased revenue. This book is your ultimate guide to creating a business podcast that gets real results.

Designed for business leaders and entrepreneurs, this book provides in-depth coverage of 33 essential elements for every business podcast.

It includes in-depth coverage of 33 crucial elements for every business podcast. You'll discover:

  • How to avoid three critical strategic mistakes that can derail your podcast
  • The most effective podcast formats for business, and which ones to steer clear of
  • How to choose the right guests based on your unique business goals
  • The common rookie mistake many business owners make with podcast workflow—and how to fix it
  • Pro tips for transforming a bland office into a professional recording studio

If you're ready to create an impactful podcast that achieves your business goals, read this book and start your podcasting journey today!

About the Author:

Alastair McDermott helps “best-kept secret” experts and consultants to rapidly build authority by leveraging the power of podcasting so that they can command premium fees, cherry-pick the best projects, get off the gilded hamster wheel of hourly-rate work, and never have to suffer a bad-fit client again!

Alastair is an author, consultant, and business coach who hosts The Recognized Authority Podcast, The Specialization Podcast, and the Accelerating Your Authority Podcast.

He is the author of two other books, including How to Sound & Look Good on Zoom & Podcasts: Tips & Audio Video Recommendations for Consultants & Experts.

And, interesting fact - Alastair lives on the beautiful west coast of Ireland!

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

Aug 18, 2023

Build a Better Business Book: How to Plan, Write, and Promote a Book That Matters. A Comprehensive Guide for Authors by Josh Bernoff

About the Book:

Your brain burns with a powerful idea worth sharing.

Could writing a business book spread that idea, create real change, and launch your career on the path to visibility and influence?

Definitely. But don’t start by piling up words.

Instead, focus on the story.

What urgent problem does your reader face? How can they solve it?

And what journey must your readers take as you guide them from confusion to understanding, action, and success?

Build a Better Business Book is the first accessible and comprehensive guide for authors who want to create impact.

Josh Bernoff, a bestselling author, veteran editor, and insightful writing coach with decades of experience on 45 successful book projects, explains the systematic way to refine your idea and then research, write, publish, and promote a book that matters.

Learn how to:

  • Build your book not just from ideas but from people and their compelling stories — and how you can research and tell those stories.
  • Write a first chapter that creates powerful motivation by emotionally connecting with readers.
  • Select among the three major publishing models — traditional, self-publishing, and “hybrid” — on the axes of speed, cost, and influence.
  • Plan your book as a project, then efficiently execute that plan with a low-stress, high-potency tool: the fat outline.
  • Structure chapters that no reader can put down.
  • Collaborate with coauthors, editors, and ghostwriters without excessive bloodshed.
  • Promote your book to maximize your sales, revenue, and influence.

Josh Bernoff’s book projects have generated over $20 million for their authors.

This guide includes the results of an extensive author survey and secrets from interviews with successful business authors like Jay Baer, Laura Gassner Otting, Phil M. Jones, Joe Pulizzi, and Scott Stratten.

Don’t waste valuable energy without accomplishing your goals. Construct your business book as a compelling story, and you won’t just get your words in print.

You’ll create change in the minds of your readers. And that is the first step to making a meaningful impact on the world.

About the Author:

Josh Bernoff is an expert on how business books can propel thinkers to prominence. Book projects on which he has collaborated have generated over $20 million for their authors.

Josh’s previous book was Writing Without Bullshit: Boost Your Career by Saying What You Mean (HarperBusiness, 2016). Toronto’s Globe and Mail called it “a Strunk and White for the modern knowledge worker.”

He is the co-author of Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), which was a BusinessWeek bestseller.

He works closely with nonfiction authors as an advisor, coach, editor, or ghostwriter.

He has authored, coauthored, or ghostwritten eight business books, and has collaborated on more than 50 nonfiction books.

He was formerly Senior Vice President, Idea Development at Forrester Research, where he spent 20 years analyzing technology and business.

Prior to Forrester, Josh spent 14 years in startup companies in the Boston area.

Josh has a mathematics degree from Penn State University and later studied mathematics in the Ph.D. program at MIT.

And, interesting fact – he has appeared on 60 Minutes!

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

Aug 11, 2023

The Insight Book: Enhancing Your Creativity By Learning To See Things Differently by Anthony Tasgal

About the Book:

More than ever, people crave new ideas, new ways of seeing and interpreting behavior; changing their companies and lives, and of being more creative. 

Insight today has become an essential tool for seeing things differently and more deeply to enable you to understand better the trends and changes going on around you and your work/business.

This book is an entertaining, instructive, and accessible guide to understanding and deploying insight to see things differently and find creativity from all sources and in all places. 

Insight has become an important way to gain a deeper understanding of how your customers think and feel about your products and services. 

The book explains what insight is, why insight is so important (and yet so poorly misunderstood and under-used), and how can we nurture and develop it in our work and even personal lives.

About the Author:

Tas is a man of many lanyards: trainer, author, speaker, brand and communications strategist and lecturer. 

He is a Course Director for the Chartered Institute of Marketing, the Market Research Society, the Institute of Internal Communication and the Civil Service College.

He is a global speaker and regularly reviews the papers and contributes to marketing and communications subjects on TalkTV.

His areas of expertise include storytelling, behavioral economics, insightment, and as a lapsed Classicist he also indulges in etymology and Homer (not the yellow one). 

He also runs The Guardian masterclass on “Harnessing The Power Of Storytelling” and is a Brand Ambassador for Home Grown Club in London (London’s leading business club). 

He is the author of the award-winning The Storytelling Book: Finding the Golden Thread in Your Communications (2016),  The Inspiratorium: A Space for the Curious (2018), InCitations: Discovering A World Of Inspiration Through Quotes, Words And Expressions (2020), and The Storytelling Workbook: A Nine-Week Programme To Tell Your Story (2022).

And, interesting fact – he is a graduate of the University of Oxford (home of the Fighting Oxen)!

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

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