this short book is the best source on editing sales copy ever created and critical to making more money in direct marketing. All the top copywriting courses say it over and over. The power in your marketing comes from understanding your buyers but... All the professionalism comes from polishing your copy to the point buyers can’t stop reading/listening to your sales message until they have an uncontrollable urge to buy. Nobody has ever covered the subject of editing copy to the degree outlined in this book and even the most seasoned ad writers have been learning a lot from the secrets shared inside this instant classic. The Halbert Copywriting Method Part III reveals the editing formulas and patterns found in the works of history’s best copywriters and shows you how to inject hidden psychology into your promotions few people have ever heard of but make no mistake. Even when it comes to the classic techniques explained in this book, you will want to read every line because Bond puts a powerful new twist on even the most well-known editing strategies. If The Halbert Copywriting Method Part III doesn’t make you a better copywriter, nothing will. This simple to use formula is great for... • Punching up your own copy • Smoothing out copy created using templates • Cleaning up ads generated by copywriting software Once you have devoured this quick read, you can then start using the simple checklist at the back with a complete understanding of how to create the famous “greased slide” effect which will add sales to all your promotions.

    An active shooter. A media controversy. A data breach. In You're It, the faculty of the National Preparedness Leadership Initiative at Harvard University takes you to the front lines of some of the toughest decisions facing our nation's leaders-from how to mobilize during a hurricane or in the aftermath of a bombing to halting a raging pandemic. They also take readers through the tough decision-making inside the world's largest companies, hottest startups, and leading nonprofits.The authors introduce readers to the pragmatic model and methods of Meta-Leadership. They show you how to understand what is happening during a moment of crisis and change, what to do about it, and how to hone these skills to lead high-performing teams. Then, when crisis hits, you can pivot to be the leader people follow when it matters most.A book for turbulent times, You're It is essential reading for anyone preparing to lead an adaptive team through crisis and change.

    Everybody knows mobile is the future, and every business wants in, but what are the elements of mobile success? SC Moatti, a Silicon Valley veteran, has created a unique Mobile Formula that makes it easy for any business to develop a strategy for creating mobile products that count. Moatti argues that we so identify with our mobile products that we expect from them what we wish for ourselves: an attractive body, a meaningful life, and increasing competence and ability. So the Body Rule dictates that mobile products must appeal to our sense of beauty but beauty in a mobile world is both similar to and different from what it means offline. The Spirit Rule says mobile products must help us address our deepest needs, both as individuals and as members of communities. And the Mind Rule explains that businesses that want to succeed in mobile need to continually analyze the user experience and use that data to refine and improve their products. Great mobile products replicate and amplify human behavior and interaction, writes Moatti. They don't replace human relationships; they enhance them. A strategy manual rather than a technical treatise, Mobilized includes case studies from mobile pioneers such as Facebook, Uber, Tinder, WhatsApp, and more. The market is full of how-to books for programming apps, but no works examine what is required for business success in the mobile era. Until now."

    It's only because they like me. I was in the right place at the right time. I just work harder than the others. I don't deserve this. It's just a matter of time before I am found out. Someone must have made a terrible mistake. If you are a working woman, chances are this inter­nal monologue sounds all too familiar. And you're not alone. From the high-achieving Ph.D. candidate convinced she's only been admitted to the program because of a clerical error to the senior executive who worries others will find out she's in way over her head, a shocking number of accomplished women in all ca­reer paths and at every level feel as though they are faking it--impostors in their own lives and careers.While the impostor syndrome is not unique to women, women are more apt to agonize over tiny mistakes, see even constructive criticism as evi­dence of their shortcomings, and chalk up their accomplishments to luck rather than skill. They often unconsciously overcompensate with crippling perfec­tionism, overpreparation, maintaining a lower pro­file, withholding their talents and opinions, or never finishing important projects. When they do succeed, they think, Phew, I fooled 'em again. An internationally known speaker, Valerie Young has devoted her career to understanding women's most deeply held beliefs about themselves and their success. In her decades of in-the-trenches research, she has uncovered the often surprising reasons why so many accomplished women experience this crushing self-doubt.In The Secret Thoughts of Successful Women, Young gives these women the solution they have been seek­ing. Combining insightful analysis with effective ad­vice and anecdotes, she explains what the impostor syndrome is, why fraud fears are more common in women, and how you can recognize the way it mani­fests in your life.

    Those cartoons eventually led to a popular blog-gapingvoid.com-and a reputation for pithy insight and humor, in both words and pictures.MacLeod has opinions on everything from marketing to the meaning of life, but one of his main subjects is creativity. How do new ideas emerge in a cynical, risk-averse world? Where does inspiration come from? What does it take to make a living as a creative person?Ignore Everybody expands on MacLeod's sharpest insights, wittiest cartoons, and most useful advice. For example:-Selling out is harder than it looks. Diluting your product to make it more commercial will just make people like it less.-If your plan depends on you suddenly being "discovered" by some big shot, your plan will probably fail. Nobody suddenly discovers anything. Things are made slowly and in pain.-Don't try to stand out from the crowd; avoid crowds altogether. There's no point trying to do the same thing as 250,000 other young hopefuls, waiting for a miracle. All existing business models are wrong. Find a new one.-The idea doesn't have to be big. It just has to be yours. The sovereignty you have over your work will inspire far more people than the actual content ever will.After learning MacLeod's forty keys to creativity, you will be ready to unlock your own brilliance and unleash it on the world.

    But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself.Killing Marketing explores how these companies are ending the marketing as we know it--in favor of this new, exciting model.Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You'll learn how to:* Transform all or part of your marketing operation into a media company* Integrate this new operation into traditional marketing efforts* Develop best practices for attracting and retaining audiences* Build a strategy for competing against traditional media companies* Create a paid/earned media strategy fueled by an owned media strategyRed Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell--and monetize it directly.Killing Marketing rewrites the rules of marketing--enabling you to make the kind of transition that turns average companies into industry legends.

    I wish I could go back in tie and give to myself 20 years ago. I would have been a ten times better CEO. I recommend it to every entrepreneur I talk to. This is an absolute MUST read." - Jeff Davis, Founder & Chairman, 12 Mavens Behind Every Successful Founder is a Powerful Force Multiplier. Today's Entrepreneurs and business owners are always on, often overworked, bordering on burnout, suffering from decision fatigue, and trying to juggle it all while keeping their health and home life thriving and their businesses growing. Today's Executive Assistants are business-savvy leaders and are not content to sit on the sidelines. They want in on the action. They want to know that what they are doing is a value-add to their Executive and to the business as a whole. Yet, too often, EAs are kept at a distance and left unfulfilled. Sound familiar? Entrepreneurs and Executive Assistants need each other to survive and thrive. Entrepreneurs need a Force Multiplier (aka Executive Assistant), a strategic partner who will bring order to the chaos and take on the miscellaneous 80 percent of their workload - and who will help them create the foundation that will allow them to build a life and business without limits. Executive Assistants need a Founder (aka an Entrepreneur), a visionary, a driven, growth-minded leader who will reignite their passion for their career, challenge them to think bigger, and allow them to use their project management and leadership skills, along with their business acumen, to help create the foundation that will allow them both to build a life and career without limits. If you are an Executive Assistant interested in learning how to build a dynamic and fulfilling career, or a leader looking to hire or establish a better relationship with your right hand, then this book is for you. The Founder and the Force Multiplier: How Entrepreneurs and Executive Assistants Achieve More Together explores the partnership between the Entrepreneur and the Executive Assistant. Listen to it together. Compare notes. Use it as a catalyst for engaging in fierce conversations. The power of the partnership only works when you are both committed to challenging each other and growing together every day. Founder Adam Hergenrother and his Chief of Staff, Hallie Warner, have worked side by side for over eight years. Adam brings the vision and Hallie follows through. They don't have it all figured out; they are far from perfect, and they've had their share of growing pains over the years.Throughout this book, they share what's worked for them, what they've learned along this journey, and some best practices that they recommend you implement immediately to get results. It is their hope that the lessons you learn here will help you find success and fulfillment in your business, your career, and your life as a whole. Without a doubt, together you will achieve more. Let's get started. "I have been at Amazon for 3.5 years, and I am proud to say that I have been hired as an A to an Executive here starting next Monday! This book has been so informative and helpful in preparing me for the role - I wish I had discovered it prior to my interview! Thankfully I landed the job, and I'm sure that I will continue to reference this book as I settle into my new role." - Kathleen Dawson, Executive Assistant, Amazon "If you are part of an executive/executive assistant relationship, this book will challenge you to consider the current value of that relationship and encourage you to raise the bar.

    I was miserable in my job and my creativity was stunted by the crushing daily grind.Then I started writing books and blogging, using my words to create products and attract readers. In September 2011, I left my corporate job to become a full-time author and creative entrepreneur and since then I've grown my business year on year "" all based on my writing. More importantly, I'm finally living the happy life I always wanted.I'm not a Kindle or blogging millionaire and this is not a get rich quick scheme. But I will share with you how I make a six-figure income from writing books, blogging and marketing in an ethical manner.We're living in the best time ever to make a living with your writing! Read on to learn more.The book includes:Overview of how I make a living and income splitFirst principlesTips on writing and productivityTips on mindsetPart 1: How to make money from booksIt's not just one bookYour publishing options: Traditional publishingChanges in the publishing industryYour publishing options: Becoming an indie authorHow to self-publish an ebookHow to self-publish a print bookHow to self-publish an audiobookPart 2: How to make money online in other waysA business powered by content marketingProduct salesAffiliate incomeConsulting or coachingProfessional speakingAdvertising and sponsorshipFreelance writingTips for content marketingThe transition and your next stepsPlus/ Companion Workbook so you can answer the questions in the book for yourself.If you'd like to make a living with your writing, this book will help you take the next steps.

    But when you start hearing things like man-days, PSOs and stakeholders, it just makes it difficult to understand.So what do you really need to know about project management?Find out:Why setting clear goals matters How to estimate absolutely everything. How to get things back on track after they've gone wrong How to track big projects Why work/life balance matters when you're running a big project This clear and simple approach will mean you'll never panic when faced with a big project again.Read More in the Want You Need to Know Series and Get to Speed on the Essentials... Fast.

    Some do relish the opportunity to boldly work the room, introduce themselves to strangers, and find common career ground—but for many others, the experience is often awkward, or even terrifying. The common networking advice for introverts are variations on the theme of overcoming or “fixing” their quiet tendencies. But Karen Wickre is a self-described introvert who has worked in Silicon Valley for 30 years. She shows you to embrace your true nature to create sustainable connections that can be called upon for you to get—and give—career assistance, advice, introductions, and lasting connections. Karen’s “embrace your quiet side” approach is for anyone who finds themselves shying away from traditional networking activities, or for those who would rather be curled up with a good book on a Friday night than out at a party. For example, if you’re anxious about that big professional mixer full of people you don’t know, she advises you to consider skipping it (many of these are not productive), and instead set up an intimate, one-on-one coffee date. She shows how to truly make the most out of social media to sustain what she calls “the loose touch habit” to build your own brain trust to last a lifetime. With compelling arguments and creative strategies, this new way to network is perfect not only for introverts, but for anyone who wants for a less conventional approach to get ahead in today’s job market.

    How advances in technology is affecting banking

    Three times the size of Generation X, they have a much bigger impact on society and business. In How Cool Brands Stay Hot, Joeri Van den Bergh and Mattias Behrer address what drives Generation Y as consumers and how marketers can develop the right brand strategies to reach this generation of 16-33 year olds.The authors' insights on what drives the consumer preferences of this new "Dot-com" generation are based on interviews with 5,000 Generation Y consumers. This new research provides understanding of the consumer psychology and behavior of the generation also known as the "Millennials." It helps marketers connect with the new generation of consumers by understanding their likes and dislikes, and guides them on advertising, marketing, and branding relevant to them.How Cool Brands Stay Hot contains guidance and checklists for marketing plans and campaigns, as well as case studies of Nokia, Nivea, PlayStation, Coca Cola, Volkswagen, Smirnoff, Red Bull, H&M, and Levi's. It offers creative and effective ideas on how to position, develop and promote brands to one of the largest and most influential generations of consumers today.Visit the website at http://www.howcoolbrandsstayhot.com/

    It is the product of preparation and effort, and it's within reach of everyone who wants to achieve it. All it takes is the willingness to make creativity a habit, an integral part of your life: In order to be creative, you have to know how to prepare to be creative. In The Creative Habit, Tharp takes the lessons she has learned in her remarkable thirty-five-year career and shares them with you, whatever creative impulses you follow -- whether you are a painter, composer, writer, director, choreographer, or, for that matter, a businessperson working on a deal, a chef developing a new dish, a mother wanting her child to see the world anew. When Tharp is at a creative dead end, she relies on a lifetime of exercises to help her get out of the rut, and The Creative Habit contains more than thirty of them to ease the fears of anyone facing a blank beginning and to open the mind to new possibilities. Tharp's exercises are practical and immediately doable -- for the novice or expert. In "Where's Your Pencil?" she reminds us to observe the world -- and get it down on paper. In "Coins and Chaos," she provides the simplest of mental games to restore order and peace. In "Do a Verb," she turns your mind and body into coworkers. In "Build a Bridge to the Next Day," she shows how to clean your cluttered mind overnight. To Tharp, sustained creativity begins with rituals, self-knowledge, harnessing your memories, and organizing your materials (so no insight is ever lost). Along the way she leads you by the hand through the painful first steps of scratching for ideas, finding the spine of your work, and getting out of ruts into productive grooves. In her creative realm, optimism rules. An empty room, a bare desk, a blank canvas can be energizing, not demoralizing. And in this inventive, encouraging book, Twyla Tharp shows us how to take a deep breath and begin!

    Widely considered the greatest authority in the food and beverage, hotel, and hospitality industries, he has turned around countless bars and restaurants. Raise the Bar distills the secrets to running a successful enterprise with Reaction Management, a strategy and philosophy Taffer developed and uses in his business.  It works whether you’re running a storefront operation or a web-based company, whether you’re manufacturing widgets or providing a service. Raise the Bar is the definitive manual on transforming a bar or restaurant with actionable, proven strategies for immediate impact.

    This book delivers proven techniques for controlling projects and managing diverse teams in a wide variety of situations, and bringing those projects to successful closure. The concepts in this book are essential for all project managers, with and without authority, because they offer a productive alternative to ""command and control"" management techniques that can easily backfire.Tom Kendrick's system will help you get successful project results from diverse, cross-functional, virtual, outsourced, and other types of project teams by showing how to establish and build:Control Through Process. Key project management processes, infrastructure, and the role of the project office.Control Through Influence. Productive leadership styles, reciprocity, and maintaining relationships.Control Through Project Metrics. Quantitative, predictive, diagnostic, and retrospective metrics for project control, motivating desired behaviors, and avoiding potential problems.Control Through Project Initiation. The role of the sponsor in project control, the importance of project vision, project launch documentation, and the project start-up workshop.Control Through Project Planning. Collaborative planning as the foundation of project control; planning as a key factor in setting baselines and establishing metrics.Control During Project Execution. Measurement and interpretation of project status, informal communication, and maintaining relationships as keys to maintaining control.Control Through Tracking and Monitoring. Controlling scope and other project parameters; formal project communication and reporting, rewards and recognition, and project reviews.Enhancing Overall Control Through Project Closure. Sign-off, evaluating retrospective project metrics, celebrating, and rewarding the team; improving long-term project control through lessons learned.Packed with invaluable guidance for controlling projects of all scopes and in any field, Results Without Authority will help novice and experienced project leaders get the best from their project teams."