Title: Launch: How to Quickly Propel Your Business Beyond the CompetitionAuthor: Michael A. Stelzner
ISBN: 978-1-118-0273-3
Pages: 255
Rating: 9/10 for business application; 7/10 for reading pleasure
Review: This book outlines a practical marketing methodology with realistic examples to show how these guidelines can be applied.
I've never felt comfortable with the idea of clobbering potential customers with marketing messages, which seems to be a standard operating procedure among many businesses today. Does anyone really like being the target of an aggressive marketing campaign? I know I don't. So Stelzner's philosophy of marketing by building strong connections and developing good content, rather than cold calling and cramming content full of marketing messages, made intuitive sense to me.
Stelzner goes into detail about how different categories of content can help build your business with specific examples of each and tips for how to create them. He also devotes a few chapters to the importance of engaging other people and building reciprocal marketing relationships.
Although I quickly tired of the extended rocket ship metaphor, the ideas and applications in this book make it well worth reading for anyone who wants to understand how to interact more effectively with current and potential customers.
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