Informationen zum Titel: Zehn Units behandeln die Bereiche: Presenting a Company; Roles and Responsibilities; Telephoning; A Business Trip; Meetings; Marketing; Production; Enquiries; Dealing...
The secrets to persuading anyone, at work and in life, from a top communication strategist. In the post-fact, deeply divided world we live in, true persuasion is rare. Engaging with people holding differing opinions is rarer still. But for progress to take place, persuasion must happen. Whether it´s convincing an employer you are right for the job, a customer that your product is the best, or your closed-minded uncle that good people can disagree, it takes the art--and science--of persuasion to move forward. So, how do you change someone´s mind--or at least advance the conversation--when everyone is entrenched in their own points of view? Communication expert Lee Hartley Carter has spent nearly twenty years advising and helping the world´s most well-known companies do just that. Among the counterintuitive secrets you´ll learn: * It´s not enough to understand the person you´re talking to--you must truly empathize with them (yes, even them). * Logic alone doesn´t work. Stories and emotions are what move us most. * When communicating in a crisis, our first instinct is almost always wrong. Filled with deeply researched insights into how we make up--and change--our minds, as well as colorful real-world examples and actionable recommendations, Persuasion will help you hone your message and craft your narrative in order to get heard and get results.
As the digital landscape has changed buyers´ habits it´s increasingly difficult to reach them early enough in their decision-making process using traditional sales methods. Developing relationships with decision-makers through social networks has become an increasingly critical skill - enabling sales professionals to engage early on and ´hack´ the buying process. Social Selling provides a practical, step-by-step blueprint for harnessing these specific and proven techniques including: - How to use networks purposefully to build social trust and create a high quality community - How to develop real influence and authority in your subject area and connect with change-makers - How to scale the social selling strategy across an organisation including maturity and investment models, risk and governance, and technology platforms. Written by Tim Hughes, a thought-leader and renowned practitioner in social selling, and Matt Reynolds, one of the UK´s leading technology sociologists, this is essential reading for sales professionals, digital sales directors, and SMEs who want to embrace the power of social selling in their organisation.
Marketing Rugby to a Tier. Sport in the USA and Marketing: Matt Wunderli
In this new age of Twitter, Facebook, Instagram, and countless other digital platforms, it doesn´t matter how many views or followers or clicks you get. The only thing that matters is: Does it Work? Written by POSSIBLE´s Global CEO Shane Atchison and President of the Americas Jason Burby, this revolutionary guide shows how to use the latest digital platforms to create a high-value marketing plan that really works. You´ll learn how to: SET GOALS: Understand the importance of defining success and targets upfront for every initiative-and your business as a whole. INSPIRE BRILLIANT CREATIVE: Leverage data and insights to empower and drive creativity, spark ideas and drive innovation. MEASURE WHAT MATTERS: Focus efforts on the things that matter and drive real improvement. MAKE A DIFFERENCE: Know that you have contributed to measureable success in whatever you do. If you´ve ever wondered if your digital marketing is working, this book will help you reevaluate everything you´re doing. By following 10 key principles, you´ll be able to measure the data that really matters, launch the initiatives that really pay off, and inspire the creativity that really drives an effective campaign. You´ll hear the personal insights of the world´s greatest business leaders and the professional triumphs (and tumbles) of the world´s biggest brands. You´ll learn how to hire and inspire the rare creative ´´unicorns´´ who turn marketing into magic. You´ll find new ways to turn data into ideas and obstacles into opportunities. You´ll turn web site visitors into followers, followers into sharers, and sharers into your very best customers. In our new world of small screens, big ideas, and even greater competition, you have to ask the tough questions if you want to succeed. Does it Work? has the answers.
Die Geheimnisse guter Werbung am Beispiel entdecken Mit diesem Buch lernst du, selbst Werbung zu gestalten, die für Aufmerksamkeit sorgt. Denn Aufmerksamkeit ist die wichtigste Währung der Welt - gemessen in Likes, Shares, Klicks, Comments, Blicken und Verweildauer. Wie entwickelt man Werbekampagnen, die für Aufmerksamkeit sorgen? Wie macht man Geschichten interessant, wie schreibt man den aufsehenerregenden Claim, eine Headline und einen Fließtext? Wie kommt man auf die eine, große Idee? Philipp Barth verrät dir in diesem Buch die Insidertipps, die er in 13 Jahren bei Jung von Matt gesammelt hat. Praxisnah, verständlich und mit vielen anschaulichen Beispielen. Der Inhalt im Überblick: Wie erregen wir Aufmerksamkeit? Aufmerksamkeit durch Storytelling Der Projektablauf: vom Briefing bis zur Präsentation Positionierung und Leitidee Markenclaim und Kampagnenclaim Was Kampagnen zwingend macht Exzellente Kampagne-Ideen finden 10 Kreativmechaniken für exzellente Ideen 10 Ideen-Schubladen Der Weg zur guten Copy Medienkanäle und Arbeitsweisen: Bewegtbild, Radio, Out-of-home, Content Marketing, Social Media u.v.m. Starthilfe für Kreative Galileo Press heißt jetzt Rheinwerk Verlag.
Finally a go-to guide to creating and publishing the kind of content that will make your business thrive. Everybody Writes is a go-to guide to attracting and retaining customers through stellar online communication, because in our content-driven world, every one of us is, in fact, a writer. If you have a web site, you are a publisher. If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers. Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary? Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are. Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring. That means you´ve got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That´s true whether you´re writing a listicle or the words on a Slideshare deck or the words you´re reading right here, right now... And so being able to communicate well in writing isn´t just nice; it´s necessity. And it´s also the oft-overlooked cornerstone of nearly all our content marketing. In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results. These lessons and rules apply across all of your online assets -- like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It´s designed to be the go-to guide for anyone creating or publishing any kind of online content -- whether you´re a big brand or you´re small and solo. Sections include: * How to write better. (Or, for ´´adult-onset writers´´: How to hate writing less.) * Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.) * Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too. * Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege. * ´´Things Marketers Write´´: The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting. * Content Tools: The sharpest tools you need to get the job done. Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works. When managers and marketers outline their social media strategies, they plan for the ´´right hook´´-their next sale or campaign that´s going to knock out the competition. Even companies committed to jabbing-patiently engaging with customers to build the relationships crucial to successful social media campaigns-want to land the punch that will take down their opponent or their customer´s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don´t. Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It´s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.
A practical framework that helps sales professionals zero in on the metrics that really matter--enabling them to align their sales forces tactics with organizational strategy to dramatically boost efficiency and effectiveness
TAKE THE PAIN OUT OF PRESENTATIONS. Terrified of speaking in front of a group? Or simply looking to polish your skills? No matter where you are on the spectrum, this guide will give you the confidence and the tools you need to get results. Written by presentation expert Nancy Duarte, the HBR Guide to Persuasive Presentations will help you: Win over tough crowdsOrganize a coherent narrativeCreate powerful messages and visualsConnect with and engage your audienceShow people why your ideas matter to themStrike the right tone, in any situation