Reputation Is The New Currency
With the advent of social media your customers are changing the way they make buying decisions. It is easy to share experiences, both good and bad, associated with your company, your products and your people. In this open environment reputation is everything, eclipsing even brands as your most valuable marketing asset.
Learn To Market, Fast is a concise, real world guide to reputation marketing for businesses of all kinds. While there are many pundits extolling the virtues and limitations of social media marketing, few have actual, measurable experience marketing products and services via social media.
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“If you walk into a shovel store and ask the clerk what they are selling, they would probably answer: “shovels”. From your perspective though they’re not selling shovels, they’re selling holes. You wouldn’t be shopping for shovels if you didn’t need to dig a hole or clear a driveway, etc. Holes and snow-free driveways are the benefits of owning a shovel. Marketers always market benefits rather than features. So, the first step is to understand the difference. A feature is not worth talking about if you can’t associate a true benefit, to the buyer, of that feature. It goes like this:
- This shovel is made of hardened steel so it won’t break if you hit a stone. Won’t break is good.
- This shovel has a non-stick surface coating so heavy wet snow doesn’t stick to it. I won’t hurt my back trying to get the snow off the shovel. That is good.
- This shovel is red. Who cares?”
— From the book
The author of Learn To Market, Fast understands reputation marketing based on his experience bringing products to market exclusively via social media. Whether you’re a local business or a global one, you will gain a quick and valuable understanding of how marketing works in a socially connected world and how you can cut costs while building sales. It’s simple and powerful and it only takes an hour or so to get up to speed with our concise 24PageBook format.