Books Archives - Page 7 of 14 - McLellan Marketing Group

How to prepare for that big pitch

September 7, 2009

No matter what business you’re in, you have to “pitch” to win business sometimes. Maybe it’s a bidding war, you and your competitors each putting on your best dog and pony show. Or maybe it’s as simple as a face-to-face meeting.

No matter the formality or how clearly defined your competitors are — we all pitch for new customers/clients.

How to Win A Pitch by Joey Asher (click here to buy the book) delivers a no-nonsense guide to the key fundamentals needed to win sales pitches. And I don’t just mean coverage of the basics – there was plenty in here that was fresh — despite my years of experience.

Asher’s five fundamentals are simple: ensure that the pitch is

Focused on a business solution
Simply organized
Delivered with passion
Interactive
Well-rehearsed

As Asher points out, so many pitches are done so badly that simply doing well on at least some of these fundamentals can significantly differentiate you from your competition. But the book doesn’t settle for that — it delivers rock-solid techniques and methods to excel in each area.

This book is the best of both worlds… it presents a simple framework that beginners will be able to understand and also has enough depth that veterans will be glad they read the book.

If you get involved in sales pitches and presentations in any way (and if you want to sell big, there’s no doubt you will) — then you’ll be well served to read this book.

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Collapse of distinction – is it safe to be the same as everyone else?

August 8, 2009

Collapse of Distinction by Scott McKain is kind of a "playbook" for businesses. This book reminds you that being good at what you do isn't enough to be successful. Scott McKain maintains that the best way to be successful is to stand out. I know this is not new ground. But the structure and stories in the book are worth reading.

Creating a company of distinction must be an integral part of every action your company takes or chooses not to take. McKain reminds us that it must be embedded in the company from the vision to the execution. It is not a separate function.

McKain starts out by explaining the phenomenon of a sea of sameness that so many companies today are guilty of. He explains three things that destroy differentiation, and goes on to talk about what does not work if you're trying to differentiate yourself. I'll be curious to see what you think of his thoughts in this arena.

There are three levels of differentiation according to the book:

Level one, sameness, is when you are indistinguishable from your competition.
When a company reaches level two, differentiation, they have traits that separate them from their competition.
But, it is when a business reaches level three, distinction, that you become #1 in your field.

This idea reminds me of Joe Calloway's Becoming a Category of One (which I loved). I also noticed that Calloway was one of the people who endorsed this book.

Every chapter ends with an executive summary of what you've just read, which not only makes it easy to retain the information, but convenient to go back and look something up afterward. He also ends each summary with a list of action steps, questions, and ideas, which help to apply his principles to your own business.

Is this book filled with earth-shattering new information? Nope. But can you learn something? You bet. Unless of course, your business is already in a category of its own. Check out the book here.

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The Zen of Social Media

June 20, 2009

Shama Hyder loves to talk marketing, social media and connecting to your customers. So I wasn't at all surprised to see that she'd written a no nonsense, hands on, practical e-book called The Zen of Social Media.

It covers a wide array of social media topics, including:

Where social media marketing fits in the bigger scheme of things
How to use Facebook, Twitter, and LinkedIn for online marketing, in an ethical manner
How to drive traffic to your sites
How to generate qualified leads
How to find and create strategic joint venture (JV) relationships using social media
How to build credibility and establish expertise
How to build your e-zine/newsletter list
How to get speaking engagements
How to make your website or blog the HUB of your online marketing efforts
How to measure your social media marketing efforts
How to build your own community of fans
How to leverage your past success to get future clients
What you must have before you start social media marketing
The #1 reason people fail at social media marketing… and how to avoid that mistake

It's a good read. Shama adds lots of her personality and personal experiences into the book as well, so it feels like you're learning from an old friend. You can buy it here and in an instant, it will be in your in-box.

Even if you don't see yourself executing all of the above..it's an excellent primer so that you'll be in the know. And who doesn't want that?

What's even better….and I know you are wondering how that could be possible…but again, no surprise if you know her, Shama is offering a FREE copy to any and all non-profits. So all of you non-profits out there…e-mail Shama at info[at]ClicktoClient.com and request your free copy today.

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Word of mouth: What will they talk about?

June 6, 2009

A few weeks ago, I introduced you to Andy Sernovitz's Word of Mouth marketing book and his five T's.

The first T = Talkers
The second T = Topics

You've got to give your customers something to talk about. And guess what…doing a good job is not enough. Customers don't even notice when you meet their expectations. You've got to grab their attention.

This isn't about force-feeding them your tagline. This is about doing something they don't expect or going far beyond their expectations.

We serve warm, homemade cookies at every client meeting. At the first meeting — our guests are floored and delighted. And then, when they become clients…they love the smell of those cookies baking as they walk into our space.

On average, about the third time they're dining on our cookies, they realize that the M&M colors match our logo colors. Purple, green and orange. And that's it. Now…they can't stop talking. And they begin to understand that building a brand is filled with little details that take it to a new level. (It's fun to watch them realize we special order the M&Ms just for their cookies.)

Another excellent topic is anything that lets your customer look like they're connected or the big man/woman. How about a "give your buddy twenty bucks" coupon (make it easy to pass along..maybe they just enter in e-mail addresses)? Or a special invitation that allows them to bring a friend to an exclusive event.

Make your customer look like a star…and they'll take you right along with them.

What do you think your clients are saying about you? What about your business or product gets them talking?

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Write for SEO success

May 31, 2009

One of the most common questions I get asked is…how do I get more people to my site/blog?

Assuming you're writing good, valuable content and you don't have a big budget to buy your traffic, the answer is: write in a way that makes the search engines love you.

This is where Jon Wuebben’s new book, Content Rich: Writing Your Way to Wealth on the Web comes in.

I have to admit, when I got the review copy of the book in the mail I sort of gritted my teeth. This did not look like fun reading.

But I'm happy to report that I was wrong. Wuebben's writing style is engaging and accessible. Even an absolute novice will be able to follow his train of thought and examples.

The book is written in three parts;

Part 1 covers the basics of SEO copywriting and lays the groundwork of what search engine optimization copy is, how the web analyzes content and basic keyword analysis tools.
Part 2 gives you all the options you have on the web from basic web sites, to wikis, newsletters, press releases, blogs, etc.
Part 3 offers real life examples of SEO copywriting that you can use as templates and guides as you create your own pieces.

Whether you want to be an SEO copywriter by trade or you just want to attract more visitors to your site — this book is worth the read. There are some excellent case studies and plenty of pointers to put into immediate play.

This is a very practical and pragmatic book. Lots more how to than theory — which is how it should be.

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Stories stick and sell

April 26, 2009

Stories are a part of our lives from the time we're babies.

Dad read stories to us at bed time.
Mom tells us the story of the little boy who bumped his head because he didn't put on his seat belt.
Grannie's stories about growing up and getting her first TV set teaches us about innovation.
Papa regals us with his tale of how his stage kiss brought down the house in high school connects our generational passion for theater.

Then, we get to school. In just about every class we are taught via stories. Whether it's a history lesson wrapped up in the Gold Rush, a humanities study woven into haunting Holocaust stories, or a sociology primer on how people around the globe practice their religion — school is filled with stories.

When we date…what do we do to learn about the other person? Exactly….we tell stories. Whether they're sad, funny, heartwarming or ego-boosting — human beings teach and learn via stories.

Recognizing all of that, doesn't it make sense that we would use stories in our marketing? The truth is…the tactic is already all around us. Jared is thin, thanks to Subway. eHarmony couples want you to be as happy as they are,and average Joe John Erlendson wants you to know that Lipitor is keeping his heart healthy.

Dandy…you're sold. You now believe that stories can help you strengthen your brand, sell more and reinforce your customers' buying decision.

Now what?

Creating stories to use in your marketing, especially if you are going to use real customers, is no small task. Fortunately, there's a book out to help. Casey Hibbard has written Stories that Sell, which is literally a step-by-step playbook of how to create incredibly powerful marketing tools from customer stories.

In the book, Hibbard covers everything from planning the campaign, to finding the best stories (even stories you didn't know about), getting your customers to say yes to letting you tell their story, and how to create compelling stories that really stick. There are 9 steps in all and she explains each one in detail so you can't possibly go astray.

This is a very practical and yet inspiring book. You'll read it and know with confidence that you can hunt down the right stories and create amazing marketing materials from them.

Want even better news? I have three signed copies to give away. Just leave a comment and we'll randomly select three lucky winners!

In the meantime…how are you using stories today in your marketing? Or, how would you like to?

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Are you managing your personal brand or it is managing you?

April 7, 2009

Here's the truth. We all have a personal brand. Some of them are more visible or more aligned with our goals and others just limp along…giving off a lot of misinformation because no one is paying attention to it.

We all have a brand. Are you managing it or is yours managing you?

There's a lot of buzz about personal branding these days, especially in terms of building your career and making sure that you're perceived as the "must have" employee if your employer is considering layoffs.

That's what makes Dan Schawbel's new book, Me 2.0 so perfectly timed. Dan has become synonymous with personal branding, having appeared in every publication from BusinessWeek to Forbes and Fast Company.

Dan's book outlines his four-step process for building a powerful brand and his case studies and research reports back up every recommendation he makes.

This is the first book about personal branding written for the millennial generation by a millennial.

But don't think that's all there is to it. Whether you are 25 or 52 — Me 2.0 will teach you how to bridge the gap between the current business environment and the progressive best practices of today…and tomorrow.

Don't take my word for it…here are some of the early reviews:

"Me 2.0 is an easy, thought-provoking read and recommended for anyone who may find themselves back on the job market with only a paper resume as a calling card." —Entrepreneur

"Only 25, Dan Schawbel has branded himself as the expert in personal branding. Even more, he's found a competitive edge: He's the expert in Gen-Y personal branding. Schawbel writes an online personal branding magazine. He has a personal branding website. He says personal branding will help college students land jobs, entrepreneurs get financing, even managers earn promotions." —Miami Herald

"The Business world is changing and what Dan Schawbel has captured in this book is the pulse of the changing branding market." —Gary Vaynerchuk, host and founder of Wine Library TV

Buy the book today and give your personal brand the boost it deserves!

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Being an entrepreneur takes more than hanging out a shingle

March 14, 2009

One of the by-products of a struggling economy and wide spread layoffs is the inevitable birth of many new consultants and budding entrepreneurs. For some, it's a natural evolution and wise choice. For others, it's the lesser of the evils and usually ends when the new full time job is secured.

I think the key question that is often skipped in this evolution is "do I WANT to be an entrepreneur?" And of course the follow up questions — do I have what it takes? Will I be good at it? Will I like it? Do I have the stomach and risk tolerance for it?

Here's the truth about being an entrepreneur:

"Entrepreneurship is not a career. It is a way of life."

There are two books that have recently been published that will help anyone of the edge of this important decision.

The first book, aptly titled "So you want to be an entrepreneur?" is by Jon Gillespie-Brown. Jon's book is part mentoring lessons and part workbook, with lots of great exercises that will really help you examine and plan your life based on your passions, ambitions and ultimate visions.

By actively taking part in each of the exercises, you give yourself the best chance of succeeding as an entrepreneur, or the sufficient clarity to decide what other career options are best suited to you.

The book is uplifting and celebrates the truth about being an entrepreneur — the good, bad and the ugly.

All the proceeds of this book are being donated to the Grameen Foundation, which does some amazing work.

The second book you should spend some time with is Sramana Mitra's Entrepreneur Journeys. Mitra interviews a dozen innovative entrepreneurs and focuses the conversations on five core topics:

Bootstrapping
Taking on giants
Disrupting business models
Addressing unmet market needs
Tackling planet scale problems

The interviews are very intimate and frank. There's no sugar-coating or sidestepping the tough issues in this book. I was surprised at how open the entrepreneurs were and how freely their exposed their pain and failures, along with their successes.

The interviewees weren't the standard company or people we hear about everywhere else. So the stories and examples were not only relevant but also fresh.

Both books were enjoyable and fast reads. You'll want to read through Gillespie-Brown's once and then go back and work your way through the exercises. And you'll probably want to re-visit Mitra's if you decide to bite off entrepreneurship and find yourself taking on a giant or doing a little bootstrapping.

Even if you have no intention of hanging out your own shingle…the lessons in the books are good for anyone engaged in leading a business.

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Do you want to truly be a remarkable leader? (Win the book!)

March 5, 2009

I don't ask the question lightly. It's no small commitment. To genuinely be a leader, you have to go far beyond reaching your organizational goals or profitability targets.

To be an extreme leader, you have to be ready to love. As my friend Steve Farber would say…

“Real leadership is an extreme act rooted in love and motivated by a desire to create a better world…Truly great leaders in life become so because they cause others to be greater than themselves.”

In today's world…we need those kinds of leaders more than ever. Do you have what it takes to be one?

That's the challenge that Steve's new book, Greater Than Yourself puts on the table for all of us. In a style that is uniquely his, Farber's business parable takes on a journey we won't soon forget. Like his earlier books, Radical Leap (my vote for best leadership book) and Radical Edge — this book moves at an incredible pace and you'll find yourself completely enveloped in the story and the lessons within.

It's not just a feel good or inspirational read. You'll find actionable steps that will lead you to putting the book into practice.

There's also free resources to help you get started at the Greater Than Yourself website. Be sure you watch Steve's video interviews with Patrick Lencioni (The Five Dysfunctions of a Team, The Three Big Questions for a Frantic Family), and Matthew Kelly (The Dream Manager, The Rhythm of Life: Living Every Day with Passion and Purpose) and his own GTY project partner, Tommy Spaulding.

Get the book today. Pay for the super fast shipping. Then, prepare to be different and better leader.

I have three copies of the book to give away. To enter, leave a comment and if you will — tell us about someone who lifted you up to be even better than you were.

Update: Congrats to our book winners — Chris O, Peter K and Janet G.

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Ready to start a rave?

March 1, 2009

A world wide rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.

At least that's what David Meerman Scott is telling us in his new book, World Wide Rave.

This is a fun, smart read. It will scare you in some places, like when he hints that you should quit if your bosses won't let you create a rave — but the idea generating stories are worth the fright.

Want to create a rave? Better follow David's rules:

Rules of the Rave:

Nobody cares about your products (except you).
No coercion required.
Lose control.
Put down roots.
Point the world to your (virtual) doorstep.

You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.

In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, gives you a ton of examples from all facets of life — big companies, start ups, non-profits and individuals — all who started a rave and shared their message with the world.

And….I have 3 copies to give away by random drawing. All you have to do is leave a comment and tell us…if you could create a rave about anything (work or not) what would it be about?

Mine? The importance of being an involved, connected dad.

Come on…leave a comment and you might win this Rave playbook!

Update: Congrats to Scott Howard, Rachel and Love that Rebecca — our 3 book winners!

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