Changing the Chanel ofers you a detailed lok at twelve of today's most important marketing channels–explaining how each one works and addressing the chalenges you might face should you chose to use them. Page by page, you'll become familiar with a vareity of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, afiliate marketing, and direct mail. With this book, you'll quickly discover how marketing across multiple chanels can help develop quality customer relationships and improve your bottom line.
EAN: 9780470375020
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Should I buy the Changing the Channel: 12 Easy Ways to Make Millions for Your Business (Agora Series)?
Changing Channels for Changing Times
I so enjoyed author Michael Masterson's last book, "Ready...Fire...Aim," that I have been eagerly awaiting this book. Alas, this book is very different...and that is not necessarily bad....as it primarily takes on the writing style of co-author MaryEllen Tribby, whose articles in the outstanding daily ezine, "Early to Rise," I enjoy for their high factual content. Michael is a wonderful philosopher on life, MaryEllen more the server of great info. I was in the mood for some philosophy from Michael, and instead got a treatise on the importance of using multiple channels of communication to promote ones business - a subject extremely important in view of the rapid deterioration in the economy. I am grateful for the surprise.
The authors have taken a challenging subject and covered it masterfully. The subject is challenging because each communication channel is worthy of a book, in and by itself. In fact, each of the channels has been treated singularly as a book many times over. One of the strengths of this book is that the authors have put all the channels under one roof so as to emphasize the importance of using multiple channels in communicating with buyers who are experiencing information overload.
Another strength of the book is the frequent use of short stories to illustrate entrepreneurs having success with one or more of the channels. The stories have just the right balance between solid information and brevity. And, the subjects of the stories are people with whom, in many cases, I have first-hand experience with their success. That is, the stories are of entrepreneurs who are really making it happen (in contrast to the hype that fills many areas of the internet).
The only real weakness in the book is not of the authors' making. Like many other authors are about to have happen, the book was written for another time, a time when all manner of businesses were flourishing. With the lead time between completing a book and getting it published, many a book will be coming out over the next couple of months somewhat out of context. In the case of this book, I actually believe that current challenging times make the authors' advocacy of using smart channel selection all the more important. In fact, if the same book had a title along the lines of "Changing Channels, Tune-up Your Marketing Communications for Changing Times" the book would be flying off the shelves. Regardless of the title, this book should fly off the shelves as every entrepreneur, and in fact every business person, needs to quickly rethink his or her selection and use of marketing communication channels. This book is an excellent book for starting such rethinking.
Easily deserving of five stars...even as I await Michael Masterson's next philosophical book, hopefully one about these challenging times.
Good marketing primer for the new small business owner
Small business owners who could use some advice on their marketing strategies will love this book. It shows you how to understand all of the marketing channels at the ready, and how to leverage and balance them for your business' success. Whether it's web leads, print ads, or cold calls, you need to have a good method for the combined approach that will earn you the most customers. Too many small biz owners put all of their eggs in one basket when it comes to marketing. I suppose folks new to marketing or running marketing for small businesses can wow their colleagues with the authors fancy "multi-channel marketing" strategy terminology.
I run a small business and also recommend two books that have helped me greatly in recent years. The Emotional Intelligence Quick Book has helped me with the ups and downs as well as in my discipline as a leader and Squawk!: How to Stop Making Noise and Start Getting Results is a book I give to all my managers to ensure there aren't any seagulls hovering in my company's hallways.
Multiple Channels = Multiple Profit Streams
Are you looking to leverage the power of direct response marketing on the internet? Do you want to add additional ways to reach new prospects and customers to grow your business?
If you answered Yes! then I highly recommend Changing the Channel by MaryEllen Tribby and Michael Masterson.
What I like most about the book is the authors give specific examples from actual multi-million dollar businesses that they've created using the exact principles taught in the book (as well as case studies of other businesses that have used these methods).
The authors do a great job of providing specific steps and check lists that you can easily follow, such as the seven-step process of rolling out a direct mail campaign on page 102 and "Direct Mail Step-by-Step" on page 102.
In addition, they bring to light many common marketing mistakes, including the "Top 10 Telemarketing Mistakes, Mishaps, and Blunders".
If you are looking to add or improve upon the marketing processes in your business using results based marketing, then I highly recommend this book.
In the interest of full disclosure, I have a business relationship with MaryEllen Tribby / Early to Rise... in other words I've seen this stuff first hand and know IT WORKS!
Sincerely,
Brian T. Edmondson
This book is FULL of useful information!
I am almost done reading this book and I have to say that I've learned more from it than from anything else I have read about marketing your business. I used to CRINGE when I thought about marketing my business, because I used to think it meant that I had to go out and call people up.
I own a video production company and I also offer a service for small businesses called Social Network Marketing. The chapter on Social Network Marketing in this book is an invaluable tool for anyone wanting to make use of MySpace and Facebook, etc. I offer my clients a way to set up their Social Network and maintain it on a daily basis. This book has helped me to explain to people why this channel is an important one not to be disregarded.
If you want to know about Direct Marketing techniques and the benefits to all of the different forms of marketing, this book is a MUST READ!
I'm sending a BIG thanks to the authors of this book.
-Angie Lile
I Am Doing Marketing Again
I was frustrated in Marketing because I felt that I had no method of predicting results. After reading about half of this book, some very basic data fell into place and I felt I could do Marketing - again. And I am doing it right now. Now I can design a campaign, establish the expectations, purchase the media and, above all, evaluate the financial outcome. This is a great book. I have one at home and one in my office... just in case.
