In most businesses, it costs roughly five-to-ten times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel - the mass media or awareness side.What we haven't paid enough attention to is the "right" end of the funnel-the word-of-mouth component that essentially acts as a multiplier for future business. The economic impact of an active, engaged and loyal customer is tremendous.And the same is true of the opposite scenario, namely the impact of angry customers and negative word-of-mouth or referrals. It is this thinking that Jaffe has channeled to challenge marketers to "flip the funnel" once and for all. With a renewed focus and energy on customer experience, it is possible to grow your sales, while decreasing your budget - in other words, getting more from less. Engaging a few customers to spread the word to many.Using this new "flipped funnel" model, together with a set of new rules of customer service and a revolutionary customer referral and activation process, you'll learn how to transform your existing customers into your best salespeople. In addition, Jaffe will explain how to best introduce and combine both digital and social media tools to boost your loyalty arsenal, deploy "influencer marketing" and implement word-of-mouth strategies that inspire your loyal, opinionated, and most vocal customers to become credible, persuasive, and influential endorsers of your products and services.Explains how to cut your marketing budget AND grow sales! Illustrates practical ways to use existing customers to reach out to new prospects Outlines the authentic role of social media Demonstrates key ideas with rich, real life examples including Comcast, Apple, The Obama Campaign, Dell, Panasonic, American Airlines, Delta Airlines, Johnson & Johnson, Coca-Cola and many, many more Written by one of the most sought-after consultants, keynote speakers, and thought-leaders on new marketing change and innovation; renowned blogger and podcaster at Jaffe Juice (www.jaffejuice.com) and host/presenter of web video show, JaffeJuiceTV (www.jaffejuice.tv) Visit www.flipthefunnelnow.com to join the conversation.

    In the new business era of the twenty first century, great brands and products must evoke a dynamic personality in order to attract passionate customers. Although many organizations hide their personality behind layers of packaged messaging and advertising, social media guru and influencer Rohit Bhargava counters that philosophy and illustrates how successful businesses have redefined themselves in the new customer universe.Personality Not Included is a powerhouse resource packed with bold new insights that show you how to shed the lifeless armor of your business and rediscover the soul of your brand. Sharing stories from the ethos of the world's weirdest city, to how Manga has taken the comic book industry by storm, to showcasing brands like Intel, Boeing, ING, and Dyson, Bhargava shows you why personality matters from the inside out.In Part One, you'll be introduced to the key components to building a personality and learn how to:Recognize the greatest myth that most marketers blindly follow, and how to get past it Use the "UAT Filter" to understand the personality of your organization and products in order to develop a communication strategy that drives your marketing Create your company's "marketing backstory" using techniques pioneered by Hollywood screenwriters Harness the influence of "accidental spokespeople" and use it to your advantage Navigate the roadblocks of using personality that come from bosses, peers, investors, and lawyers, without getting fired or flamed Pinpoint and capitalize on the moments where personality can make a difference Part Two is packed with guides, tools, and techniques to help you flawlessly implement your plan. It features practical, step-by-step lessons that help you effectively move from theory to action, and includes a valuable collection of guides, checklists, question forms, printable resources, and more.Don't be another faceless company-learn the new rules for succeeding in the social media era with Personality Not Included.