The Language of Trust: Selling Ideas in a World of Skeptics
Michael Maslansky, Scott West, Gary DeMoss, David Saylor
Prentice Hall Press
Still struggling through the financial crisis that began in 2008, consumers aren’t buying traditional sales approaches anymore. So how do salespeople, corporate communicators, managers, and marketers sell their ideas, products, and services to a generation of customers who are more skeptical and less influenced by conventional marketing than ever before? Based on groundbreaking consumer research conducted with thousands of individuals, this step-by-step guide will help readers understand their audience and how to communicate effectively with them.
Topics include the mechanics and mindset of communicating with trust and credibility; choosing the right words; being positive, using plain English, being plausible, and personalizing a message; structuring a message; putting benefits before features, context before specifics, engagement before discussion, and customers’ interests before the company’s; and case studies from personal finance, consumer products, public utilities, and other areas.
Facebook Marketing: An Hour a Day
Chris Treadaway, Mari Smith
The social networking site Facebook boasts more than 300 million users worldwide. Its ability to target users who have provided real data about themselves and their interests makes Facebook the ideal platform for marketers, and marketers everywhere recognize the importance of Facebook and are eager to successfully tap Facebook’s potential. This book shows you how.
Quickly get up-to-speed on today’s Facebook conventions and demographics and gain an understanding of the various strategic and implementation issues you must consider from start to finish. This book will guide you through crafting a successful presence on Facebook and take you through each step for developing an overall marketing strategy; explain each step for setting realistic goals, defining metrics, developing reports, and acquiring corporate buy-in; show you how to execute your strategy while incorporating all of Facebook’s relevant features; and address Facebook’s pay-per-click platform, Facebook Connect, and more.