Details

Changing the Channel


Changing the Channel

12 Easy Ways to Make Millions for Your Business
Agora Series, Band 14 1. Aufl.

von: Michael Masterson, MaryEllen Tribby

9,99 €

Verlag: Wiley
Format: EPUB
Veröffentl.: 03.12.2008
ISBN/EAN: 9780470456897
Sprache: englisch
Anzahl Seiten: 304

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

<p>An all-encompassing guide to making the most from multi-channel marketing</p> <p>Written in a straightforward and accessible style, <i>Changing the Channel</i> 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.</p> <p>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.</p> <ul> <li>Discusses how to create successful marketing campaigns by using a mix of different marketing channels</li> <li>Offers some smart ways to track customer buying habits with a database that covers all marketing channels</li> <li>Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches</li> </ul> <p>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.</p>
Foreword. <p>Acknowledgments.</p> <p>INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper <i>By MaryEllen Tribby</i>.</p> <p>CHAPTER 1 Marketing in the Twenty-First Century: How Quickly Things Have Changed.</p> <p>CHAPTER 2 “DRM” and “MCM”: The Two Most Important Acronyms in Advertising Today.</p> <p>CHAPTER 3 Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit.</p> <p>CHAPTER 4 Social Media: Informal Communication, Powerful Profits.</p> <p>CHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales.</p> <p>CHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas.</p> <p>CHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks.</p> <p>CHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar.</p> <p>CHAPTER 9 Direct-Response Television: Why Super Bowl Ads Don’t Work.</p> <p>CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk = Money.</p> <p>CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound.</p> <p>CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way.</p> <p>CHAPTER 13 Event Marketing: Having Fun with Your Customers.</p> <p>CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.</p> <p>CHAPTER 15 The Incredible Power of a Multi-Channel Campaign.</p> <p>CONCLUSION Smoking at Joe’s <i>By Michael Masterson</i>.</p> <p>APPENDIX Examples of Ads.</p> <p>Notes.</p> <p>About the Authors.</p> <p>Index.</p>
<b>Michael Masterson</b> has developed a loyal following of more than 450,000 subscribers with <i>Early to Rise</i> (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 <i>New York Times, Wall Street Journal,</i> and Amazon.com bestsellers <i>Ready, Fire, Aim; Seven Years to Seven Figures; Automatic Wealth;</i> and <i>Automatic Wealth for Grads</i> . . . <i>and Anyone Else Just Starting Out</i> (all published by Wiley), and Confessions <i>of a Multi-Millionaire</i>. Subscribe to Michael Masterson's daily e-zine at www.EarlyToRise.com. <p><b>MaryEllen Tribby</b> has over twenty years of publishing and business experience, most notably in direct marketing, and is currently CEO and Publisher of <i>Early to Rise</i>. She was responsible for quadrupling sales and profits within her first fifteen months there. Tribby is also the founder and Executive Publisher of <i>Investor's Daily Edge and Total Health Breakthroughs</i>, ETR's sister publications.</p>
<p>To attain and sustain success in today's dynamic business environment, it's no longer enough to be good at just one type of marketing. While you may already be making money using just one marketing channel, expanding into additional channels—especially the Internet—will help you attract prospective customers and increase your company's potential revenue. The fact is, if you're only using one channel, you're likely leaving millions of dollars on the table and in danger of losing the customers you already have.</p> <p>Authors Michael Masterson and MaryEllen Tribby understand the importance of multi-channel marketing. Through their combined fifty-nine years of firsthand business experiences—working with companies such as Agora Inc. and their Early to Rise e-newsletter, as well as other distinct products—they know what it takes to increase business success. And now, with Changing the Channel, they share their invaluable insights with you.</p> <p>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 and addressing the challenges you might face should you choose to use them. 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.</p> <p>Once you gain a firm understanding of what these channels are all about, you'll discover how to create successful marketing campaigns with them and learn how to analyze test results to optimize their effectiveness. Along the way, Masterson and Tribby offer you some smart ways to track customer buying habits with a database that covers all marketing channels, and help you avoid the temptation of trying to sell your customers every time you contact them—a mistake that could hurt you in the long run.</p> <p>If you're ready to grow your company, your customer base, and your profits, adopting a multi-channel approach to marketing today will guarantee success tomorrow. And with this book as your guide, you'll quickly discover how marketing your ideas, services, or products across multiple channels can help develop and deepen customer relationships as well as improve your bottom line.</p>
<b>Praise for Changing The Channel</b> <p>"<i>Changing the Channel</i> 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 <i>Changing the Channel</i>, 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."<br /> —Howie Jacobson, PhD, author of AdWords For Dummies</p> <p>"I just finished reading <i>Changing the Channel</i>, 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."<br /> —Rich Schefren, CEO, Strategic Profits</p> <p>"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."<br /> —David Cross, Senior Internet Consultant, Agora Publishing</p> <p>"If you want to put your business on the fast track, <i>Changing the Channel</i> is a must-read. Michael Masterson and MaryEllen Tribby lay down a clear and proven road map to greater success. In <i>Changing the Channel</i>, they outline many ways of reaching prospects, building relationships, and maximizing customer lifetime values. <i>Changing the Channel</i> is a must-read for all entrepreneurs."<br /> —Lou Betancourt, Publisher, StreetAuthority.com</p>

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