Book Description
Strategies and tools that guarantee big-ticket sales!
Neil Rackham's national bestseller SPIN Selling revolutionized high-end selling. Now, The SPIN Selling Fieldbook shows you how to actually put into practice the proven tools and techniques outlined in that cutting-edge guide. After a review of the SPIN method of selling, Neil Rackham zeroes in on the critical SPIN® questioning behaviors. He shows you how to apply the tools and techniques to your own selling situation, using practical, skill-building exercises incorporated into each chapter. Addressing the sales of services as well as capital goods, the Fieldbook provides you with a hands-on implementation guide for applying SPIN in a wide range of businesses from localized companies to large multinationals. Real-life case studies of sales forces at leading-edge companies such as Motorola, Johnson & Johnson, and AT&T help you explore additional techniques that go beyond the basics to boost sales with even the toughest customers and clients.
Customer Reviews:
The Ultimate Step-by-Step Selling Guide.......2007-06-25
I speak around the world on lead generation and marketing strategy. Neil did an outstanding job crafting "The SPIN Selling Fieldbook" to give you a roadmap on how to master complex sales strategy.
There is no other resource I can think of where you can "easily perfect" your approach and positioning sales strategy.
Neil gives you step-by-step plan that anyone can follow in their quest to excel at marketing their products or services.
The SPIN Selling Fieldbook gives you valuable "hands on" tools. I recommend the "SPIN Selling Fieldbook."
It is an invaluable resource that any salesperson or sales executive should have in their personal library.
Joe Heller, Trust Cycle Selling
Better than the standard Spin Selling Book.......2007-06-09
This field book is better than the original book was. If you are going to buy just one of the two you should probably just buy the field book. It allows you to apply the ideas very quickly.
Practice makes perfect........2006-11-14
Usually is not enough to read a book to have the knowledge, you need to practice, and that is what this book helps to, giving you ideas on how to put SPIN method into practice.
Nice book, but too easy after reading SPIN Selling.......2006-08-09
I bought this book together with SPIN Selling. I read the Fieldbook after reading SPIN Selling. If you've already read SPIN Selling, this book is not going to tell you much new things.
If you would read the Fieldbook instead of SPIN Selling, then I think the Fieldbook is not thorough enough, at least if you compare it to SPIN Selling.
In general I think the audience of this book is perhaps college students, or clever highschool students, but not really experienced salespeople. Maybe that's also because of the cartoons every now and then which make the book look like it's meant for younger people.
What I expected when I bought both books was that the Fieldbook offerd some transcriptions of salescalls, and an explanation of why certain aspects are wrong and how this could be improved using SPIN Selling. This was not really the case, it was more like a simple summary of SPIN Selling. So not really the Fieldbook I expected.
Anyway, the book is not bad, but I would not recommend to buy both SPIN Selling and the Fieldbook together. Also, if you're a serious and experienced salesperson I would recommend SPIN Selling. If you're new to sales or if you're still in college, I would recommend the Fieldbook.
Indispensable part of the salesman's library.......2006-07-19
This book is a practical guide for implementing the principles learned in the original book about 'Spin selling', however it is not necessary to have read the other book to make good use of this one. I think the SPIN methodology is a most valuable contribution from Mr. Rackham to the field of large sales and this book gives sound help to implement it.
Product Description
Interested in promoting your business and/or Web site, but don t have the big budget for traditional advertising? This new book will show you how to build, promote, and make money off of your Web site or brick and mortar store using the Internet, with minimal costs. Let us arm you with the knowledge you need to make your business a success! Learn how to generate more traffic for your site or store with hundreds of Internet marketing methods, including many free and low-cost promotions. This new book presents a comprehensive, hands-on, step-by-step guide for increasing Web site traffic and traditional store traffic by using hundreds of proven tips, tools, and techniques. Learn how to target more customers to your business and optimize your Web site from a marketing perspective. You will learn to target your campaign, use keywords, generate free advertising, search-engine strategies, learn the inside secrets of e-mail marketing, how to build Web communities, co-branding, auto-responders, Google advertising, banner advertising, eBay storefronts, Web-design information, search-engine registration, directories, and real-world examples of what strategies are succeeding and what strategies are failing. **Award-Winning Finalist in the Business Category of the National Indie Excellence 2007 Book Awards **Bronze Winner in the Computer/ Internet Category of the 2007 Independent Publisher Book Awards
Customer Reviews:
I Do Not Recommend This Book.......2007-10-23
I was disappointed with the content of this book. I am an absolute beginner when it comes to web-based business, and my intent was to learn all I could before launching my website. At times, the author wrote for a reader in terms so basic as to not be helpful on the topic (essentially, `marketing is important because it will increase your web presence and this is good and important because it can increase your sales and because more people will know about you' type of thing. Well, we know that--that`s why we bought the book!); then, at other times, the information was confounding, ostensibly written for a far more sophisticated reader (discussion on various website tags in HTML creation--huh?). The former (along with considerable repetition of these basic concepts) would likely bore those with any knowledge at all; the latter would likely exasperate the unseasoned website creator, raising more questions than the text offered answers to. Unfortunately, I fell in the middle of the spectrum of these two groups and often found myself bored and exasperated. The book itself could have been much, much shorter without removing any key information. Ironically, in his section on website automation, the author offers advice he fails to follow in his own work, among many others: be concise and to the point; don't make it longer than needed; answer all questions. These were my major quarrels with this book.
That being said, I cannot say I did not receive benefit from the reading. The author presents good ideas which might otherwise be overlooked, as well as providing websites to assist the e-business creator with various tasks and functions. Additionally, the author remains aware of the fact throughout that many small business owners do not have limitless budgets, and he is generous in his offering of websites where the reader can go to find free or low-cost assistance. If there are places the discussions fall short, at least the reader is now alerted that certain elements deserve attention, and can then seek alternative sources of information on point. As it appears the shipper was also the publisher, I want to say that I was extremely satisfied with the purchase process from this company. The book arrived very fast, was in perfect condition, and the company took the time and effort to check on my satisfaction without delay. I was very pleased, and, therefore, would have no problem ordering from this publisher again.
excellent.......2007-09-01
This is a great 1st time starter for small business. Anyone who's planning on starting an online business should definitely read.
It's exactly what I was expecting.......2007-08-25
This book is a really must-to read for brand new internet entrepreneurs like me. I'm quite happy about this purchase. I recommend.
Great Resource for Beginners.......2007-04-03
Bruce takes us through all the necessary points to get a website on track to benefit from traffic that can be resourced for little to nothing.
If you have a site that is sitting dormant, this is your book.
I found many basic tips which people may not know how to search for. It's all written out here in this guide.
A Useful Compendium. .......2007-03-16
The majority of the information contained in this book can easily be found by doing several web searches for various topics. That being said, I appreciate the ease of being able to browse through this book for the information instead of searching for information which may or may not be valid.
Within these pages you will find sections on everything from setting up an affiliate program to using banner ads and Google AdWords for your site. You will also find an extensive list of terms and abbreviations common to the e-commerce industry.
Although a bit of a dry read, I finished the entire book in the space of two days on vacation. In the process of reading, several creative marketing ideas popped into my head, so I definitely have the author to thank for that!
In the end, I am giving this book 4 stars for two reasons: 1) He repeats a lot of information, as if trying to stretch out his word count to meet his deadline. 2) Some of the chapters read like an advertise for companies that he either owns or is otherwise related to.
However, beyond those two points of contention, I highly recommend this book as a starting point for anyone who is just starting out in the e-commerce or just needs a little refresher course.
Book Description
Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly what to do to market and grow their businesses.
This guide combines insights gained from over twenty years of successfully working, in the field, with real-life small businesses.
There are no theoretical complexities presented in Duct Tape Marketing - just simple, effective and affordable marketing that sticks.
CAREFUL! Duct tape is a serious tool... it sticks where you put it. So are the ideas in this book. If you're ready to make a commitment and are willing to make something happen, John's book is a great place to start.
--Seth Godin, author of Purple Cow
For all those who wonder why John Jantsch has become the leading advisor and coach to small businesses everywhere, Duct Tape Marketing is the answer. I have never read a business book that is as packed with hands-on, actionable information as this one. There are takeaways in every paragraph, and the success of John's blog is living proof that they work. Duct Tape Marketing should be required reading for anyone who is building a business, or thinking about it.
--Bo Burlingham, editor-at-large, Inc. magazine, and author of Small Giants: Companies That Choose To Be Great Instead of Big
Duct Tape Marketing is a worthy addition to the growing library of how-to books on small business marketing -- concise, clear, practical, and packed with great ideas to boost your bottom line.
--Bob Bly, author of The White Paper Handbook
With the world suffering from depleted reserves of trust, a business that sells plenty of it every day tends to create the most value. The great thing about trust as a product feature is that it delivers exceptional returns. With this book, John Jantsch has zeroed in on exactly what small businesses need to sell every day, every hour.
--Ben McConnell, co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
John Jantsch has provided small businesses with the perfect perspective for maximizing all marketing activities - offline and on. Jantsch has the plan to help you thrive in the world of business today. Read it, all your competitors will.
--John Battelle, cofounding editor or Wired and author of The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture
Duct Tape Marketing is a great read for anyone in business. It has fresh ideas laid out in a practical and useable way. I highly recommend this book for growing any business.
--Dr. Ivan Misner, Founder of BNI and Co-author of the New York Times bestseller, Masters of Networking
Customer Reviews:
Small Business Must Have for your Tool Box.......2007-08-31
I can't say enough good things about this extremely useful tool. Duct Tape Marketing (or as Brian Small and I refer to it as "DTM") breaks the paradigm of what most small business owners "think" marketing is all about.
I've consulting small businesses in the way of marketing for years as well as worked to keep my own business(es) on track with marketing. Now it's as though I've taken a good tool in my toolbox and turned it into a hyper-drive power tool.
If you're thinking about starting a small business or have a well established small business then this book will make any time you spend on marketing much more effective.
This book was recommended to me by my friend and business com padre by Brian Small (www.briansmall.com) and in the last month I've recommended to many other small business owners. If you don't take time to work "on" your business then you're going to fall short of your potential. Make it a priority to read this book in a 4 week period.
Kyle Dreier
A Good Book on Marketing and Worth the Price.......2007-08-06
Although this book is not in my top ten of marketing books, it is still a good book with some useful ideas. There are many keys to successful marketing. Unfortunately, if one or more keys is missing, the total marketing effort can be wasted.
This book covers many of the keys. I wish it showed better how the pieces fit together to make a complete sale, but it does a good job on the keys it does cover. If you are a small business owner, read the book and use the ideas. You will see positive results.
One of the best books on marketing that a small business owner can read.......2007-08-03
To say "Duct Tape Marketing" is a great book is an understatement. As an entrepreneur who has founded two small companies, I found John Jantsch's approach to help customers to know, like and trust you more to be intuitive, yet very powerful.
He got my undivided attention from the point he proposed having you first identify your ideal clients (as early as in page 5) and asking you to fire about 20 percent of your past customers, if they no longer fit into the picture of your current business. Now THAT makes sense and it is SO powerful: I could recall the occasions when I was spending time pursuing projects that were not a good fit for the goals of our company, but we still pursued them ("Hey! It's business!"). Since I read that section, I've felt more comfortable not pursuing distracting projects.
He then proceeds to walk you through the discovery and delivery of your marketing message in a way that speaks to the heart of those ideal customers you identified early on. The rest of the book is packed with tactics to get that message in front of your target audience and help them contact you and refer you.
These easily are the best 300 pages I have read since I became a small business.
Love it!.......2007-07-23
This book has WONDERFUL, thorough advice for the small business. It really gets the creative juices flowing. I highly recommend this book.
Want More Customers? Then Read This Book!.......2007-07-17
Regardless of what you already know about marketing a small to mid-size business, this book is for you. It's a powerful tool that focuses on your specific marketing needs and your specific capabilites. John Jantsch doesn't merely tell you what to do, he explains how and why to do it. The information is clear, concise, and surprisingly thorough. John covers a broad spectrum of important marketing issues, starting from the basics of defining your customer, to a well-written summary about the power and value of effective Internet marketing. If you're smart, you'll read this book and then keep it handy as an ongoing reference tool.
Amazon.com
The Copywriter's Handbook is somewhat out of date. There are no references to Web sites or the Internet, and author Robert W. Bly advises that a freelance copywriter have a good typewriter. No matter. Bly has compiled an incredibly useful resource for budding, and even experienced, copywriters. Bly calls his book "a step-by-step guide to writing copy that sells." And that it is: Bly covers the writing of print ads, direct mail, brochures, catalogues, public-relations material, trade-journal articles, speeches, newsletters, commercials, and more. But equally informative is the substantial amount of space that he devotes to the copywriting business, in which he offers guidance in setting up a freelance copywriting business, getting hired by an ad agency, and hiring and working with copywriters (this section also includes a chapter on graphic design for copywriters). This is a terrific book. If you don't take my word for it, take David Ogilvy's: "I don't know a single copywriter whose work would not be improved by reading this book," he says. "And that includes me." --Jane Steinberg
Book Description
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attentionand sell more products. Among the tips revealed are eight headlines that workand how to use them eleven ways to make your copy more readable fifteen ways to open a sales letter the nine characteristics of successful print ads how to build a successful freelance copywriting practice fifteen techniques to ensure your e-mail marketing message is opened This thoroughly revised third edition includes all new essential information for mastering copywriting in the Internet era, including advice on Web- and e-mail-based copywriting, multimedia presentations, and Internet research and source documentation, as well as updated resources. Now more indispensable than ever, The Copywriters Handbook remains the ultimate guide for people who write or work with copy.
Customer Reviews:
Want to Write For a Living? Bly Shows What It Takes.......2007-10-21
Highest recommendation!
I'm a copy writer for a small company serving businesses across the country. I learned the ad writing business "on the fly via Bly" after miraculously landing a copywriting job when a very brave Pacific Northwest employer decided to take a chance and hire me -- even though I didn't have a single day's worth of "in the trenches" experience beforehand!
My resume documented that I had written four books and dozens of articles for magazines and newspapers, but writing advertising copy is a whole 'nuther animal!
Because of Bly's excellent books (he has several -- none of them will steer you wrong) and a few others by Joe Vitale, I was able to jump into the new job and truly wow diverse clients from the get-go. The information and insights in The Copywriter's Handbook saved my bacon!
Kristine M Smith, Author
DeForest Kelley: A Harvest of Memories : My Life and Times With a Remarkable Gentleman Actor
Every copywriter's best friend - a must-read keeper.......2007-10-03
Bob Bly is the master of showing beginning copywriters how to write compelling copy. He also knows all there is to know about the copywriting business.
If you're just starting out in this business, you must buy this book and any time Bob updates it, buy the new one.
He helps you know what to charge. He guides you in the rules of the road in a way you'll understand. Reading this book could be the ticket to a great career for you. So pick up your ticket and enter the world of copywriting.
Highly recommended --- especially for beginning copywriters or those who need a handy everyday reference to refer to when they have a question.
The Copywriter's Handbook.......2007-08-29
Excellent service.
Arrived really quick and in excellent packaging.
Love the book, Thank you!
Breaks down the basics of writing killer copy.......2007-07-28
Before I started my own copywriting business years ago, this one was my first books on the subject. And I still refer back to it periodically. Bob Bly is a copywriting legend who is well-known for making the fundamentals of writing great copy easy to understand. Whether you're thinking about a writing career, or just need to make your marketing materials more effective, this is the perfect primer for anyone who wants to learn how to write to sell!
Good for direct response copywriting, but not so great for ad agency writing.......2007-05-18
Since this review is largely negative, I should admit that "The Copywriter's Handbook" can be found near my desk and I reference it often.
With that confession, I'll take my first punch: the author of this book has never won an advertising award. Not one that matters, anyway. But in Bob Bly's world, awards really don't matter.
Since 1985, "The Copywriter's Handbook," has been a guide to the ugly but lucrative subculture of advertising called direct response. In this world, Bob Bly is a self-anointed diety. Since the book was first published, mobs of enterprising disciples have drunk his Cool-Aid, hoping not for a promised land, but a six-figure salary.
It's true that copywriters can earn $10,000 for writing one letter. Of course, it's a direct response letter. The kind beleaguered with double underlined sentences. Features explained through benefits. Promises punctuated with exclamation points. And, of course, the grand finale is highlighted in yellow: an offer that must be acted upon immediately.
For industrious writers who want to come up with this stuff, "The Copywriter's Handbook," is considered a bible. But for anyone who aspires to create concept-driven advertising, there's not much in this book.
Bly starts this work by taking sides against concept-driven advertising. He explains, "A copywriter is a salesperson behind a typewriter." He warns against becoming "an artist or entertainer." For if you go down this dangerous path, Bly warns, "Your copy will be wasting your client's time and money."
Although I don't do direct response, as a freelancer, I write a lot of stuff that's not artistic, entertaining, concept-driven advertising. I often write stuff that works hard at doing more than building a brand. For those jobs, this book contains a lot of practical advice.
Of its nearly 400 pages, I found Bly's lists most helpful. "Copy motivators" offer 22 reasons why someone might buy a product, a good thing to ask your client before writing. Bly offers interview questions too, many of which I have incorporated into my own. He also outlines different types of ads, which can be useful in finding direction for an ad. Will we do a question ad? A testimonial? An offer of free information?
But for all of his juicy nuggets, so many of Bly's examples read like spam. They sound too good to be true, killing the credibility of his work. So much so that I think his audiences must be incredibly stupid to read - let alone respond - to what he writes.
"Would you pay $1,000 to save $5,500?"
"One of a kind. Is that phrase a little trite? I used to think so until I tried to find you. ..."
"Three years ago this month, a man I know - he was then a vice president of a big corporation in Illinois - walked into his boss's office and handed in his resignation. Two weeks later, he started his own company. ..."
Aren't we past this kind of stuff? Judging by the number of people who make serious cash writing Bly-style advertising, apparently not. I know that I don't allow any of it into my life, not even from nonprofits and politicians I believe in.
Despite the money to be made, you won't find me crossing to the schlock-y side of hard-sell direct response advertising. Even knowing about the profit potential of this work, I still want to create cool, concept-driven creative work. Because unlike Mr. Bly, I know that my kind of advertising can work for clients.
I recommend: How to Write Great Copy: Learn the Unwritten Rules of Copywriting
Book Description
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
Customer Reviews:
This is for DIRECT response advertising, NOT general advertising.......2007-10-23
This book is for DIRECT RESPONSE, not general advertising. Basically, if you're a budding copywriter looking to get into a top general agency, this book will not help you much. You'd do better with a copy of "Hey Whipple, Squeeze This" or "Cutting Edge Advertising."
Otherwise, if you're wanting to learn how to make coupon-clipper ads selling ionic air purifiers, this is your book.
Copywriting.......2007-10-10
Joe Sugarman did an excellent job in this book. I've read over a dozen other books on copywriting, and believe that this is the best of the bunch. The others also have value, but Sugarman explains key psychological principles that make all of the difference. I wish I had read this book first so that the other books would have been more valuable to me.
So good I brought it twice! .......2007-09-24
I first brought this book two years ago. I thought it was great then, now I think It is without a doubt the best book on copywriting I have ever read.
It is full of money making wisdom, written by one of the worlds greatest copywriters.
it is a complete course on how to turn words into money, and it is easy to read.
This book is worth ten stars.
One word... AWESOME!.......2007-08-17
This book is phenomenal. If you read it and put Joe's techniques to work you'll be a step ahead of 99% of the Ad Agency's out there that charge an arm and a leg for what you can do on your own. It takes some practice and note taking but, if you listen to what Joe says you'll be handsomely rewarded. Even if you're not selling anything, you will still enjoy reading this book.
I f you have a business and you advertise, you need to read this book!.......2007-08-06
This is the single best book I have read on how to right effective advertising copy.
Every business has to advertise in some way, shape or form if it is to survive. Writing effective copy can be the difference between succesful advertising and a big waste of money.
If you have an agency who does your advertising, you really need to read this book. Once you read and understand the concepts that Sugarman discusses, you will be much better prepared to direct your agency on what you want in your ad that will really make it effective. You will definitely know more than most advertising 'specialists.'
If you create your own ads, buy this book, read it, and do what it says. The effectiveness of your advertising will increase dramatically and you will separate your company from all the 'look-alikes' who do advertising in the same old, ineffective way.
Book Description
THE SALES COMPENSATION HANDBOOK Second Edition
Now in an updated and expanded edition, The Sales Compensation Handbook provides the information and tools needed to design and implement top-notch sales compensation programs.
This authoritative reference from experts at Towers Perrin provides guidance on all aspects of compensating salespeople, including cash and non-cash incentives * base salary, bonus, and commission scales * team-selling roles and implications * linking compensation to company culture, and much more.
Sales managers and compensation professionals alike will find this comprehensive resource a valuable tool for building sales rep productivity.
STOCKTON B. COLT (Los Angeles, CA and Santa Fe, NM) is a principal at Towers Perrin, an internationally known consulting firm in the compensation field. He is also a frequent speaker on sales productivity and compensation.
Customer Reviews:
Avoid thousands in consulting fees!.......1998-11-15
This book was just what I needed, and much more. I expected a primer on sales compensation design. What I found was a challenge to review the underlying systems of the Sales Department _AND_ state of the art sales incentive compensation plans.
This book is a must-read for every sales manager who is looking to make sure that compensation is not the reason his or her sales force doesn't achieve its goals, or is churning. Putting these tactics to work takes real discipline; but the rewards are tremendous.
I highly recommend this book to anyone who is interested in the art and science of a finely tuned sales machine.
Meeting the challenge of creating incentive plans for sales.......1998-08-03
As one who does a considerable amount of consulting work in designing sales compensation plans, I was delighted with this publication. Anyone who has had the challenge of creating an incentive compensation plan for salespeople, or of leading and motivating a sales force, will appreciate the scope and depth of this book. Using an abundance of diagrams and tables, the chapters and sections examine a very comprehensive range of topics that is highly helpful in shaping sales compensation. One important point that is clearly made is the enormous range of potential root causes of performance problems, other than the nature of the compensation plan. In this regard, compensation is viewed in the broader context of the sales management system; far too often, this big picture is missed, or glossed over. But most of the book focuses on designing sales incentive compensation plans and provides plenty of solid content and detail. I expect readers will find this work a very worthwhi! le contribution to a complex subject; one with which so many organizations seem to continuously wrestle and, more often than not, fail to fathom and, ultimately, succeed.
Book Description
You've got products. You've got a website. You're ready to do business. Now, how do you get customers to your site? Pay-Per-Click Search Engine Marketing Handbook has all the answers. In this book, Pay Per Click (PPC) advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic "Pay Per Click 101" information (how pay-per-click works; why it is so extraordinarily effective; how to craft an ad campaign that generates sales; and how to know what works, and what doesn't) to the most advanced PPC strategies being used today, including contextual advertising, click fraud, localized search, and more!
Customer Reviews:
Average at best.......2007-10-19
Don't waste your money. This book is too hard to follow. It is really not very well written.
Bravo! Awesome Read!.......2007-10-18
I've read many books on PPCs and SEOs, but this one is one of the best. Very concise and easy to read. Start learning here.
Complete and Thorough.......2006-09-04
The authors offer a total overview of the PPC process with guidance and advice that will be useful and practical.There is an abundance of information to sift through, so take your time and absorb.
Provide a very good overview of PPC advertising.......2006-01-01
Many aspects are discussed in a way that even the neophyte will understand it. My experience being with in fraud detection, I read their description of the problem with great interest. I would have loved to see more emphasis on click validity, impression fraud and other recent aspects of click fraud. The material was not very deep but then it's still a very good introduction for the non-expert.
Great reference for paid web advertising campaigns!.......2005-12-17
In the Internet Marketing world, things evolve all the time. Search Engines change their algorithms and criteria and users must adapt if they don't want to get their sites to sink in a sea of millions of other web destinations. Therefore, it pays to be informed about the latest trends and options available to make the most of this dynamic world. Boris Mordkovich presents a book that takes the spot as the most comprehensive and informative book on the topic of paid web advertising campaigns from the classic by Catherine Seda, "Search Engine Advertising". Though that book is even referenced by Mr. Mordkovich as a recommended reading (indeed it's very good), the insights, stats and recommendations provided in "Pay-per-click Search Engine Marketing Handbook" are more current and also cater to an audience with more limited pockets, to allow them to make the most of their marketing budgets. An example of this is the chapter he devotes to the very critical issue of click-fraud, its detection and combat.
As an online marketer with more than four years of experience in the area, I highly recommend this book.
Book Description
When it comes to marketing, nothing beats good word of mouth. But how do you get your customers talking? This friendly guide shows you step-by-step how to create and implement an effective public relations strategy for pennies on the dollar compared to the cost of advertising. Public Relations Kit For Dummies gives you all the tools you need to spread the word about your product or service, without a PR agency. All it takes is effort and the straightforward guidelines you’ll find in this helpful guide.
If you’re a small business owner or manager or an entrepreneur, good PR will give you an advantage over your competition. If you’re a corporate manager or executive, you need an effective public relations program to communicate with your target market without increasing ad spending. In Public Relations Kit For Dummies, you’ll discover how to:
- Map a winning PR strategy
- Grab attention with press releases, interviews, and events
- Cultivate good media relations
- Get print, TV, radio, and Internet coverage
- Manage crises
This book is packed with successful ideas, techniques, and campaigns that really worked – and you can customize them to fit your clientele, product, or service. This friendly guide shows you how PR works, how to brainstorm for creative ideas, how to deliver your message to the media, and how to create buzz. And there’s more:
- Developing and stick to a budget
- Building an in-house PR department
- Specific PR tactics like contests, surveys, and tie-ins
- Company newsletters
- Writing query letters and pitch letters
- Handling yourself in interviews
- Turning bad press into good publicity
- Developing a contact list
- Specific strategies for radio, TV, newspapers, and new media
- Handling crises
- Measuring PR results
The book also includes a CD-ROM full of helpful PR forms, checklists, and templates; lists of resources like PR firms and media outlets; and software programs that makes PR simple. If you want people to notice your product or service, Public Relations Kit For Dummies is the only resource you need.
Customer Reviews:
Will use again.......2005-09-19
Book came quickly, in good shape, what more could you ask for?
Good information.......2005-09-11
I would recommend this book to anyone looking for thorough information on public relations. It's worth the purchase and good to have on the bookshelf.
Complicated PR: A thing of the past.......2005-04-07
This is a fantastic do-it-yourself guide to public relations. I didn't see myself as the "for dummies" kind of person until i read this book. The book covers topics including change management, communication, marketing and issues management and makes them look easy. A must have for anyone wanting to know more about PR.
Excellent for a PR Starter.......2005-02-26
The real reason I purchased Public Relations Kit for Dummies, is for my interest of pursuing a career in publicity. All of the Dummies Series books that I've read are based on the fact of the readers being at "beginning level." I like that, because it allows us that don't have the experience or knowledge, gain more insight and wisdom on the particular subject. If you are a intermediate or very experienced PR professional, maybe you shouldn't purchase it. But I find the works of Eric Yaverbaum and Bob Bly, really great. I'm happy with my book, and plan on keeping it on my desk! Thank you...
Save Your Money.......2004-07-30
The Public Relations Kit For Dummies by Eric Yaverbaum and Bob Bly should be called The Public Relations Kit For Blooming Idiots. I cannot think of one thing I learnt from this book. If you have a basic ideal of how to create a press release and grammar skills above a forth grade level you do not need this book. Here are a few items the authors did not cover in this book:
1. How to organize a press kit for any occupation such as an actor/actress, an author, ........... There should be AT LEAST A BARE BONES BASICS OF AN ORGANIZED PRESS KIT IN THIS BOOK, OR ON THE WORTHLESS CD AND THERE IS NOT.
2. There is VERY LITTLE INTERNET RESOURCES IN THIS BOOK. Shame on you two for that!
Save your $20.00. There is NOTHING in this book you cannot find on the internet in one evening of research.
Book Description
A good fundraising plan can make a vital difference in the quality of a nonprofit organization's programs and services. It can be the map by which the organization charts and secures its future. This step-by-step guide is designed to help you and your organization construct an operational fundraising plan that is appropriate to your specific funding needs. From meeting deadlines and scheduling special events to creating an overall plan for fundraising activities, The Fundraising Planner ensures that all activities fit together as a whole and support each and every program.
The model presented in this workbook is flexible and suited to multiple purposes. Use The Fundraising Planner and learn how to:
- Create an effective overview plan
- Formulate a calAndar of events, mailings, and strategies to attract contributions
- Draw fundraising ideas from financial data
- Strengthen your donor and prospect lists
- - Survey your board to refine its mission
- Produce a basic funding proposal and press kit
- Prepare clear status reports for the board, development staff, and key fundraising participants
- Track progress towards your funding goal
The authors have organized the workbook into four sections corresponding to the main stages of designing a fundraising plan:
- Understanding the Big Picture
- Deciding Plan Inputs
- Putting the Plan Together
- Monitoring the Plan
Within each section, chapters detail how to master an essential fundraising skill and offer "To Do" exercises to reinforce learning. The exercises allow you to build a cogent, practical fundraising plan. Additionally, there are real-life examples reflecting current fundraising issues across the country. The Fundraising Planner provides easy-to-follow advice to fundraisers from organizations of all sizes. With this valuable guide, you and your team can achieve greater efficiency in the day-to-day challenges of fundraising.
Customer Reviews:
Fundraising Plan.......2007-04-23
Great tool for fundraising planning. Workable model for creating a donation and fundraising plan for nonprofit companies.
Plan, plan, plan!.......2004-12-30
The Fundraising Planner does a nice job covering the "particulars" of planning without losing sight of the bigger picture. Like other titles in the Jossey-Bass series, this guide is helpful in structuring an approach and strategy for raising funds. Practical and well-written.
Good Intro Book.......2004-01-31
This is a pretty solid introductory book to fundraising, donor management, proposals, etc. If you are new to the business I would definitely recommend it, though more experienced people might not find it quite as helpful. (though there are still a some good nuggets of information)
A "real" working model.......2001-05-24
Terry & Doug Schaff have provided a virtual road map in The Fundraising Planner. The information is presented in a clear and well thought out manner presenting information that can be seamlessly inserted into your current programs. The planner illustrates how to develop, plan and implement the strategies necessary to conduct successful and accountable fundraising activities.
This book truly has something for everyone. From the neophyte to the seasoned professional, the Schaffs have provided a tool that will take your plans to the next level. The planner truly is a step-by-step guide that does not insult the reader with coddling phrases and usless data. Each chapter delves ever deeper into the raison d'etre for each mechanism used to move the fundraising process.
As a Development Director I found many applications within the planner that I can utilize to complement my planning activities. The real world applications provided after each step are valuable exercises as you facilitate your yearly planning process. The information presented is very timely, relevant and useful.
Well Done!
Book Description
If you specialize in complex sales, the business-to-business transactions that involve multiple decisions made by multiple people from multiple perspectives, this is the book for you! It presents The Prime Process—a diagnostic, customer-centered approach that clearly sets you apart from your competition and positions you with respect and credibility as a valued and trusted advisor. If the stakes are high and you’re expected to win, this book will give you the edge you’ve been looking for.
Buy your copy today!
Customer Reviews:
Avoid unpaid consulting and become a leader not only a manager of the sales process.......2007-10-07
Jeff Thull is one of the 'fathers' of consultative selling and you really can't go wrong by reading and studying any of his books. This book is not only a primer on the subject but a resource that you'll find yourself going back to over and over again.
Business to Business Selling (B2B), that is complex, high dollar, capital intensive selling is different than the transactional sales of a Sandler, Tracey, or Hopkins. The long sales cycles and intense competitive pressures of complex sales require skills that move beyond techniques, closing, and relationship building. A salesperson must manage the sale through a long and involved process with an entire continuum of issues, stakeholders, and obstacles. As Thull says "we need to get beyond selling to managing decisions," "beyond problem solving to managing change," beyond meeting needs to managing expectations," beyond transactions to managing relationships," and "beyond reacting to managing clear communications." This book is the roadmap for doing those things.
In some ways this book moves past the idea of consultative selling because everyone claims to be doing that. Often customers don't have a rational or clear buying process themselves. Salespeople have to navigate these turbulent waters while preventing "unpaid consulting" and loosing to a competitor for unseen reasons. Thull offers constructive and timely advice on how to lead not simply manage, to drive change instead of being a victim of other people's processes.
"New Solution Selling" offers a better 'system' complete with tactical advice and forms to implement a complex selling process. However for important concepts and a philosophical sales foundation this book is a important read.
I have 37 years in sales...........2007-08-23
I am familar with many of the concepts and ideas in this book. I enjoyed the overview of the three eras of sales; particularly since I have lived thru them all! And, the fighter jet complex sale made me appreciate the less complex sales I work with day to day. I believe this is a good book for those new to the world of complex sales and provides a good overview upon which to build and increase your knowledge of the sales process.
Refreshing approach.......2007-08-15
Tired of the same old "wedge foot in door, give presentation then close" mentality? This manual offers a refreshing view of a better method for client management. If you feel your time and resources are too valuable to waste them putting the hard sell tactics on uninterested parties, purchase this book.
Good overview for beginners.......2007-04-10
This is the first book I have read that provides a good foundation for salesman who are beginners.
Develop an unfair advantage & truly differentiate your offering.......2006-09-14
Tremendous foundation of how to change the fundamentals, rules of engagement, the game and give yourself a wonderfully unfair advantage in business development that involves complex sales. Excellent read prior to reading Jeff Thull's other two (excellent) books, The Prime Process and Exceptional Selling, which get into more detailed tactics and how-to's. Consultative selling is not a way to differentiate yourself and your offering any longer. Most salespeople now use that approach. As Thull puts it, to truly differentiate yourself, you've got to be a diagnostic business developer. This book book will teach you if you how if you choose to implement the fundamentals of the Prime Process described. He makes the point that spectacular results always begin with unspectacular (unglamorous) preparation.
Books:
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The SPIN Selling Fieldbook
- The Strategic Bond Investor : Strategies and Tools to Unlock the Power of the Bond Market
- The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization
- The Ultimate Question: Driving Good Profits and True Growth
- Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding and Influencing How and Why Your Customers Buy
- Trade Show & Event Marketing: Plan, Promote & Profit
- Truth, Lies and Advertising : The Art of Account Planning
- Truth, Lies and Advertising : The Art of Account Planning
Books Index
Books Home
Recommended Books
- How To Write A Proposal That's Accepted Every Time
- Win Your Child Custody War: Child Custody Help Source Book--A How-To System for People Serious About
- Rhythm & Light
- Pricing Guide for Web Services : How to Make Money on the Information Data Highway
- The Emotional Intelligence Activity Book: 50 Activities for Promoting Eq at Work
- When the Bough Breaks
- The Unbearable Lightness of Being: A Novel
- How to Start Your Own Business on a Shoestring and Make Up to $500,000 a Year: 4th Revised Edition
- Saving Adam Smith: A Tale of Wealth, Transformation, and Virtue
- Raising the African Nightcrawler
General
| Popular Economics
| Business & Investing
| Subjects
| Books
SPIN Selling
Major Account Sales Strategy
Solution Selling: Creating Buyers in Difficult Selling Markets
Secrets of Question Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results
The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies
