The 11th edition of this text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe.

    But what stories do you need to tell and how do you tell them?Stories That Stick provides a clear framework of ideals and a concise set of actions for you to take complete control of your own story, utilizing the principles behind the world’s most effective business storytelling strategies.Professional storyteller and nationally-known speaker Kindra Hall reveals the four unique stories you can use to differentiate, captivate, and elevate:the Value Story, to convince customers they need what you provide;the Founder Story, to persuade investors and customers your organization is worth the investment;the Purpose Story, to align and inspire your employees and internal customers; and the Customer Story, to allow those who use your product or service to share their authentic experiences with others.Telling these stories well is a simple, accessible skill anyone can develop. With case studies, company profiles, and anecdotes backed with original research, Hall presents storytelling as the underutilized talent that separates the good from the best in business.Stories That Stick offers specific, actionable steps readers can take to find, craft, and leverage the stories they already have and simply aren’t telling. Every person, every organization has at least four stories at their disposal. Will you tell yours?

    Whether you are selling houses or mutual funds, advertisements or ideas—or anything else—this book is for you.When Frank Bettger was twenty-nine he was a failed insurance salesman. By the time he was forty he owned a country estate and could have retired. What are the selling secrets that turned Bettger’s life around from defeat to unparalleled success and fame as one of the highest paid salesmen in America? The answer is inside How I Raised Myself from Failure to Success in Selling. Bettger reveals his personal experiences and explains the foolproof principles that he developed and perfected. He shares instructive anecdotes and step-by-step guidelines on how to develop the style, spirit, and presence of a winning salesperson. No matter what you sell, you will be more efficient and profitable—and more valuable to your company—when you apply Bettger’s keen insights on: • The power of enthusiasm • How to conquer fear • The key word for turning a skeptical client into an enthusiastic buyer • The quickest way to win confidence • Seven golden rules for closing a sale

    "What makes a great advertisement?" Nearly four decades ago, an unmatched group of five advertising pioneers first answered that question in "The Art of Writing Advertising." Their entertaining and historically compelling answers will provide advertising professionals with valuable techniques for applying breakthrough creativity and innovation in the workplace.

    Metaphor, the authors explain, is a fundamental mechanism of mind, one that allows us to use what we know about our physical and social experience to provide understanding of countless other subjects. Because such metaphors structure our most basic understandings of our experience, they are "metaphors we live by", metaphors that can shape our perceptions and actions without our ever noticing them.In this updated edition of Lakoff and Johnson's influential book, the authors supply an afterword surveying how their theory of metaphor has developed within the cognitive sciences to become central to the contemporary understanding of how we think and how we express our thoughts in language.

    Does yours stand out from the crowd? After a life of exploring the way people exchange value in over 35 countries, Diehl teaches business owners how to have conversations about brand strategy. In Brand Identity Breakthrough, you will learn how to develop a strong business identity by combining your personality and values with the functionality of your products to become irreplaceable to your audience. Whether you lead a growing company, or are just starting a business, Brand Identity Breakthrough will give you a smarter way to think about new product development and business model generation. With undeniable, well-organized logic, it will show you how anyone can sell more, and at higher prices, so long as they give customers exactly what they want. • Learn how to build a unique selling proposition for your product • Learn the best methods for how to sell a product to customers, no matter what you offer. • Overcome the sales learning curve, and sell products in both physical and online marketplaces. Table of Contents Section I: Why Identity Matters This section will help you learn to see your own value, the value of your business, and the value of your products or services from the perspective of your customers. Only then can you begin to fashion your identity appropriately. If you can train yourself to think like your customers, you can get a much better idea of what value you should be focused on creating. 1. Can You Tell a Good Story? 2. When Good Ideas Fail 3. Why Entrepreneurs Fail to See Their Own Value 4. Why Others Fail to See Your Value Section II: Creating Your Brand Identity We don’t always know what makes our own ideas valuable. Failed entrepreneurs are often very close to getting the results they want. In being so close to your own business, you forget what things look like to an outsider, and you can’t present your business in a way which will appeal to what they are specifically looking for. Time to move beyond functional descriptions of your business, and focus on profound change. 5. Uncovering Your Core Values 6. Developing a Unique Selling Proposition 7. Crafting Your Personality Profile 8. Knowing Your Target Audience Section III: Telling Your Story to the World Communication is happening in every shared moment, and in ways that are not always obvious. There are so many other things we take for granted about the messages we send out to the world. By learning how to be a better communicator, you will gain access to a wide new world of opportunities which are only available if you know how to talk in a way that makes others want to listen. 9. How to Sell Who You Are 10. How to Speak with Clarity, Authority, & Authenticity 11. How to Display Your Character Through Writing 12. How to Educate Your Audience Section IV: Brand Identity Case Studies Case Study #1: From Consultant to Concierge with Productized Services Case Study #2: Pre-Seeding a Two-Sided Marketplace for Launch Case Study #3: Turning a Charitable Project into a Profitable Movement Case Study #4: Skyrocketing a Personal Brand through Narrative Focus Case Study #5: Embracing Personality in a Technical Niche Section V: Resources for Prospective Entrepreneurs Appendix 1: Entrepreneurial Terms Defined Appendix 2: 50 Useful Starting Questions for New EntrepreneursAppendix 3: Making Money Online ask them to buy copies as well!"

    Written by Julia McCoy, who spent years of her life teaching herself the elements of successful online writing and launched a writing business that hit seven figures within five years, this book is your essential blueprint to learning what it takes to write great online copy, both as a freelancer and brand/business owner.In this book, Julia walks you step-by-step through the process of how to craft the seven forms of online content:1. Web Content2. Blogging3. Social Media4. Advertising/Sales Copy5. Industry Writing6. Journalism 7. Creative WritingJulia also takes you through the basics of SEO (search engine optimization) for the online writer and creator, without overloading you: you'll get a key list of the top tools on the web to research keywords, learn how to hone your best key phrases, and the tactics of how and where to place them in your content. Illustrated, easy-to-understand, and fun to read, this is a comprehensive yet digestible resource for writers and businesses alike on how to create successful online content.After you read this book, you'll be able to: Define your audience and the terms they use to search in Google Write great content that will get picked up by Google Know the basics of what it takes to write all seven forms of online copy Create blogs that are evergreen and engaging Know how to write the "secret" bits of copy that search engines love: meta descriptions, tags and more Know how to use Twitter chats, live streaming, and Facebook groups, and other platforms to find your people and confidently market yourself as a writer Access a comprehensive list of online writing tools and resources in the final Appendix Julia McCoy has built a successful freelance writing career and a multi-million dollar copywriting agency out of nothing but the amount of hard work, time, and self-teaching she put into it: and she believes any writer has what it takes to create great online content, provided they learn the essential tactics of adapting to all online copy forms. But she knows it's hard to find these fundamentals in one place: which is why she decided to write a book to offer everyone just that opportunity. A writer and internet marketer from an early age, Julia started three companies, enrolled in college, and wrote a book by 16.

    Tackling issues such as how brands grow, how advertising really works, what price promotions really do & how loyalty programs really affect loyalty.

    Schaefer, college educator, consultant, and best-selling author of five marketing books including Social Media Explained and The Tao of Twitter, has delivered a path-finding book exploring the six factors that will help you break through the overwhelming wall of information density to win at marketing now ... beyond content, beyond social media, beyond web traffic and Search Engine Optimization.The Content Code starts where your current marketing plan ends, and provides the launch code for next-level success. The book dives deeply into the true value of social media marketing and the steps companies need to enable to achieve measurable results.A pioneering book that explores the psychology of sharing, it is also highly practical, offering hundreds of ideas that can be used by organizations of any size and any budget.Book highlights include in-depth explorations on the connection between brand and content transmission, a focus on audiences that will move content, practical steps to build "shareability" into all your content, and the new role of promotion, distribution and SEO in a very competitive, digital world.Unlock your business value, unleash your audience, and uncover the six digital secrets of The Content Code.

    Three dots to represent Dallas, Houston, and San Antonio. Three arrows to show direct flights. Problem solved, and the picture made it easy to sell Southwest Airlines to investors and customers. Used properly, a simple drawing on a humble napkin is more powerful than Excel or PowerPoint. It can help crystallize ideas, think outside the box, and communicate in a way that people simply “get”. In this book Dan Roam argues that everyone is born with a talent for visual thinking, even those who swear they can’t draw. Drawing on twenty years of visual problem solving combined with the recent discoveries of vision science, this book shows anyone how to clarify a problem or sell an idea by visually breaking it down using a simple set of visual thinking tools – tools that take advantage of everyone’s innate ability to look, see, imagine, and show. THE BACK OF THE NAPKIN proves that thinking with pictures can help anyone discover and develop new ideas, solve problems in unexpected ways, and dramatically improve their ability to share their insights. This book will help readers literally see the world in a new way.

    The rules? No marketing budget, no PR stunts, and it must be sustainably successful. No short-term fads.This is not a game of chance. It is a game of skill and strategy.And it begins with a single question: given competing products of equal pricing, promotion, and perceived quality, why does one outsell the others?The answer doesn’t live in the sustainably successful products or services. The answer lives in those who use them.Our goal is to craft a strategy for creating successful users. And that strategy is full of surprising, counter-intuitive, and astonishingly simple techniques that don’t depend on a massive marketing or development budget. Techniques typically overlooked by even the most well-funded, well-staffed product teams.Every role is a key player in this game. Product development, engineering, marketing, user experience, support—everyone on the team. Even if that team is a start-up of one. Armed with a surprisingly overlooked science and a unique POV, we can can reduce the role of luck. We can build sustainably successful products and services that rely not on unethical persuasive marketing tricks but on helping our users have deeper, richer experiences. Not just in the moments while they’re using our product but, more importantly, in the moments when they aren’t.

    They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior—great stories.With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You’ll discover how:• Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray• Marketers have become today’s mythmakers, providing society with explanation, meaning, and ritual• Memorable stories based on timeless themes build legions of eager evangelists• Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world• Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzzWinning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesn’t come just from telling great stories, but from learning to live them.

    But no book addresses how to harness the incredible power of social media to make a difference. "The Dragonfly Effect" shows you how to tap social media and consumer psychological insights to achieve a single, concrete goal. Named for the only insect that is able to move in any direction when its four wings are working in concert, this bookReveals the four "wings" of the Dragonfly Effect-and how they work together to produce colossal resultsFeatures original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyaltyLeverage the power of design thinking and psychological research with practical strategiesReveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States"The Dragonfly Effect" shows that you don't need money or power to inspire seismic change.

    They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet, as this influential and immensely popular book shows, these hallmarks of competitive strategy are not the way to create profitable growth in the future.In the international bestseller Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors, but from creating "blue oceans"—untapped new market spaces ripe for growth. Such strategic moves, which the authors call “value innovation,” create powerful leaps in value that often render rivals obsolete for more than a decade.Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future.

    Michael Hauge author of Writing Screenplays that Sell.Christopher Vogler author of The Writing Journey: Mythic Structure for Writers.Hear each superstar teacher present his unique approach to The Outer Journey and The Inner Journey