Get more referrals now!
Bill Cates
ISBN-10: 0071417753, ISBN-13: 978-0071417754
This book covers how to build referrals that make selling easier.
Very oriented towards direct selling and focussed on industries such as insurance and mortage brokers.
Too “high pressure sales-e” for me and a little to cheesy at times. Wouldn’t bother reading unless your a insurance (or used car) salesman.
Two gems I did however get out of it:
1) Short outline of “contact spheres” on page 121 that sound interstig and willl require more investigation.2) Good checklist of areas to cover when compiling a market profile (inspired by Jim Cathart)
- The Market - whats the industry you are targetting
- The Demographics - how many are there and where are they
- Memberships - which organisations do they belong to
- Publications - what do they read
- Meetings - what meeting do they attend
- Influencers - who are the influencers in the industry
- Needs, Fears and Goals
That last gem might have made it worth reading (but it is a big might)
NetResults.2 - Best Practices for Web Marketing
Rick.E.Bruner, Leland Harden, Bob Heyman
ISBN-10: 0735710244, ISBN-13: 978-0735710245
This book covers a lot of areas that are fundemental to promotiong and monitoring a website.
It provides a good overview of a large number of areas around this including:
- Return on Investment planning
- Defingin your value proposition for the web
- Design Optimisation of your website
- Selecting your domain name
- Search Engine Strategties
- Refferal Strategies (eMail, Permission Marleting and Viral)
- Affiliate strategies and progarms
- Public Relations
- We b Advertiding
Based around case studies in 2000 so a little out of date and although the principles still apply the majority of the internet techniques/examples outlined have moved on in the last seven years.
Overall if you are new to the world of web marketing then it gives you a good overview of all the areas you need to consider, especially areas not usually coverered in SEO books, such as PR. If you have been dealing web marketing for a while then if you have some spare time (yeah right!) you will find the odd gem.
For sale on Amazon.com
Blue Ocean Strategies
W. Chan Kim, Renee Mauborgne
ISBN: 1591396190 EAN: 9781591396192
This was a pivotal read for me.
It outlines a number of case studies where new companies have entered mature (and often stagnent) markets and have created uncontested market spaces which jave completely transformed that market.
For example they highlight the traditional Circus market Cirque du Soleil entered.
- Low customer price expectation (typically $10-$20 a seat)
- High costs (high staff costs, travel costs, setup of tents, care of animals)
- Effect of animal right activists on the customers perception of circus
Cirque du Soleil turned the experience into a theatrical show, provided theatre quality surroundings and content, charged theatre prices and are unlikely to be able to directly challenged.
Another example was Australian winemaker, Yellow Tail who wanted to enter the uS wine market. The US ,arket was awash with premium US and Imported wines all viaing for the wine connoisseur pallette.
Yellow Tail produced a single red and white wine blend that was aimed at the beer drinker, rather than the connoisseur.
A must read.
View this book for sale on Fishpond.co.nz
