Changing the Channel: 12 Easy Ways to Make Millions for Your Business

ISBN-13: 9780470538807 / Angielski / Miękka / 2010 / 304 str.

Michael Masterson; MaryEllen Tribby

Opis

An all-encompassing guide to making the most from multi-channel marketing Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.

• Discusses how to create successful marketing campaigns by using a mix of different marketing channels
• Offers some smart ways to track customer buying habits with a database that covers all marketing channels
• Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches

With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.

Spis treści

Foreword.

Acknowledgments.

INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper By MaryEllen Tribby.

CHAPTER 1 Marketing in the Twenty–First Century: How Quickly Things Have Changed.

CHAPTER 2 DRM and MCM : The Two Most Important Acronyms in Advertising Today.

CHAPTER 3 Direct–Response Online Marketing: Squeezing the Juice Out of the Low–Hanging Fruit.

CHAPTER 4 Social Media: Informal Communication, Powerful Profits.

CHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales.

CHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas.

CHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks.

CHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar.

CHAPTER 9 Direct–Response Television: Why Super Bowl Ads Don t Work.

CHAPTER 10 Direct–Response Radio: Music, News, Sports, and Talk = Money.

CHAPTER 11 Telemarketing: Inbound, Outbound, Money–Bound.

CHAPTER 12 Joint Ventures: Only Streets Should Be One–Way.

CHAPTER 13 Event Marketing: Having Fun with Your Customers.

CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.

CHAPTER 15 The Incredible Power of a Multi–Channel Campaign.

CONCLUSION Smoking at Joe s By Michael Masterson.

APPENDIX Examples of Ads.

Notes.

About the Authors.

Index.

O autorze

Michael Masterson has developed a loyal following of more than 450,000 subscribers with Early to Rise (www.EarlyToRise.com), an e–newsletter published by Agora Inc. Throughout his remarkably successful business career, Masterson has been involved in two businesses that grew beyond $100 million, two more that exceeded $50 million, and at least a dozen that surpassed the $10 million mark. He is also the author of the New York Times, Wall Street Journal, and Amazon.com bestsellers Ready, Fire, Aim; Seven Years to Seven Figures; Automatic Wealth; and Automatic Wealth for Grads . . . and Anyone Else Just Starting Out (all published by Wiley), and Confessions of a Multi–Millionaire. Subscribe to Michael Masterson′s daily e–zine at www.EarlyToRise.com.

MaryEllen Tribby has over twenty years of publishing and business experience, most notably in direct marketing, and is currently CEO and Publisher of Early to Rise. She was responsible for quadrupling sales and profits within her first fifteen months there. Tribby is also the founder and Executive Publisher of Investor′s Daily Edge and Total Health Breakthroughs, ETR′s sister publications.

Blurb

Praise for Changing The Channel

"Changing the Channel is a valuable ally for any business owner willing to go beyond the ′same old′ marketing in their industry. Tribby and Masterson draw on their own experience at Agora, one of the direct marketing giants of our age, to show you not only what to do, but how to do it. Get yourself a copy of Changing the Channel, a quiet corner, and a couple of highlighters you′ll discover dozens of simple actions you can take to grow your business beyond what you thought possible."
Howie Jacobson, PhD, author of AdWords For Dummies

"I just finished reading Changing the Channel, and all I can say is WOW! This is the only book I′ve ever come across with an easy–to–understand, yet comprehensive approach to leverage both offline and online channels (a combination that is often confusing, even to the most celebrated marketing gurus). This book is a must–read for anyone and everyone who has anything to do with marketing that must deliver real results to the bottom line."
Rich Schefren, CEO, Strategic Profits

"What Michael and MaryEllen have done here is to crystallize decades of classic marketing and online wisdom and experience into a practical, easy–to–repeat formula that anyone in business from a small startup to a large corporation can follow and produce and measure their results. An excellent book that inspires action. Applying the principles in the final chapter alone is enough to revolutionize any online business."
David Cross, Senior Internet Consultant, Agora Publishing

"If you want to put your business on the fast track, Changing the Channel is a must–read. Michael Masterson and MaryEllen Tribby lay down a clear and proven road map to greater success. In Changing the Channel, they outline many ways of reaching prospects, building relationships, and maximizing customer lifetime values. Changing the Channel is a must–read for all entrepreneurs."
Lou Betancourt, Publisher, StreetAuthority.com