Top of Mind Buchzusammenfassung - das Wichtigste aus Top of Mind

Einleitung anhören

00:00

Zusammenfassung von Top of Mind

Name: Top of Mind
Rating: 4.2 (73 reviews)
Author: John Hall

John Hall

Use Content to Unleash Your Influence and Engage Those Who Matter to You

4.2 (73 Bewertungen)

14 Min.

Inhaltsübersicht

Top of Mind
in 5 Kernaussagen verstehen

Audio & Text in der Blinkist App

Kernaussage 1 von 5

What’s in it for me? Unlock your inner marketing guru by learning the secrets of today’s top brands.

There’s a good reason that the days of door-to-door salespeople are but a faint memory. And it’s the same reason telemarketers and cold calling are no longer viable marketing strategies: no one wants an invasive, phony salesperson interrupting their day!

These methods were staples of the old Me Marketing approach, which depended on the ability of a salesperson to talk you into buying whatever he was selling. These days, we’re living in a You Marketing world, where the focus is on customers and creating products and services that speak to their concerns and solve their problems. The techniques for marketing to today’s customers are based on building trust and loyalty through meaningful and targeted content.

This is the foundation for the variety of tools and methods described in the blinks ahead. Author John Hall has all the advice you’ll need to start turning your company into a relevant and sought-after business.

In these blinks, you’ll find

how to craft a message that’ll make people think you’re a mind reader;
why you should choose between Paul Rudd and Oprah; and
why you shouldn’t overcontrol your content.

Traditional Me Marketing has given over to the new strategies of You Marketing, which are based on trust and value.

Have you ever been glad to receive a phone call from a telemarketer? Or were you ever thrilled to find an overly enthusiastic salesperson knocking on your door? Far from being pleased, you probably felt that this person was interfering with your day or being downright annoying.

Telemarketers and door-to-door salespeople are two staples of the old, traditional method known as Me Marketing. It’s earned this name because the marketing message was all about the salesperson and her dubious pitch about how amazing the product and company were.

These days, marketing is thankfully breaking away from the annoying Me Marketing methods and moving toward You Marketing.

This transition is primarily due to the internet, which has changed the way people interact with businesses and their products. People don’t need to listen to a salesperson’s biased pitch anymore because they can read customer reviews and make their own informed choices. With a few searches and clicks, anyone can do their own research, compare products and form their own opinions about future purchases.

Me Marketing can still be found online with intrusive pop-ups and banner ads, but even these are becoming a thing of the past. A recent study in Business Insider found that 200 million Americans browse with ad-blocking software.

So how do you market to online customers without using annoying ads? You Marketing is all about establishing trust and value while avoiding aggressive techniques.

Take, for example, the important You Marketing strategy of inbound marketing. This allows you to cultivate a relationship with your customers through the use of social media and meaningful, relevant content that shows precisely how you can be of value to your audience.

While the salespeople of the Me Marketing era wondered how they could fool a customer into thinking a product had value, the You Marketing strategy is to think of all the ways your product or service can genuinely help a customer.

Once you figure this out, you can create content that demonstrates this value, which will then create a foundation of trust between you and the audience your message attracts.

These days, the general public can spot a phony pitch or an untrustworthy brand from a mile away. So, in the following blinks, we’ll go into more detail about how you can attract attention while simultaneously cultivating a trustworthy brand reputation.

You can stay relevant to the concerns of your customers by using content triggers and a knowledge bank.

The practitioners of You Marketing aren’t mind readers – but they work hard to come across that way. And if you’ve ever read an article and felt like it had been purposely written with you in mind, it was likely the work of an effective You Marketer who’d employed an all-important tool of the trade: a content trigger.

An effective content trigger might be a popular question that a lot of people are asking, an interest that many people have or a general concern a lot of customers share. When you employ one, you’ll be on your way to crafting effective content that touches on the relevant subject and demonstrates how your business can help.

Help form a trusting bond with clients by presenting a likeable and transparent brand.

It might sound obvious, but every effective You Marketer should remember the importance of having their brand appear likeable and attractive. And this means showing your brand’s vulnerable side.

In other words, you don’t want your company to come across as cold and robotic. People don’t want to buy from uncaring, faceless corporations. They’ll be much more comfortable and responsive if they can recognize the human element behind the brand.

To stay relevant, helpful and trustworthy, be consistent with your content and take advantage of networking opportunities.

Before making a big purchase, many people will check the websites and social-media accounts of the brand they’re considering. So what do you think happens when they see that the latest content is from five or even ten years ago? That’s not a very trustworthy sign, is it?

To maintain a credible and relevant image, you need to stay consistent with up-to-date content. If you want to keep your customers engaged with and loyal to your brand, you need reach out to them on a regular basis. Otherwise, they’ll start looking elsewhere.

To stand out and connect with customers, give your brand a strong purpose and allow all employees to share the company message.

What makes a brand stand out? If you were to ask people what they like about their favorite smartphone, they might list popular features, such as a long battery life or a large screen. These are good examples of what a brand does. But here’s the thing: no what can make your brand stand out as much as a good why can.

So what’s a why? Well, it’s the reason your brand exists, and you can articulate it by defining your company’s purpose, which is usually summed up in a mission statement emphasizing the values you stand for. This gives your customers a direct way to personally connect with your brand.

Du möchtest die gesamte Zusammenfassung von Top of Mind sehen?

Kernaussagen in Top of Mind

Mehr Wissen in weniger Zeit

Sachbücher auf den Punkt gebracht

Kernaussagen aus Sachbüchern in ca. 15 Minuten pro Titel lesen & anhören mit den „Blinks”

Zeitsparende Empfehlungen

Titel, die dein Leben bereichern, passend zu deinen Interessen und Zielen

Podcasts in Kurzform ^Neu

Kernaussagen wichtiger Podcasts im Kurzformat mit den neuen „Shortcasts”

Worum geht es in Top of Mind?

Top of Mind (2017) offers readers an exciting new perspective on marketing by helping them break free of old, outdated methods and embrace the new “You Marketing” movement. Author John Hall provides the tools and insight necessary to navigate the new world of marketing, focusing in particular on how to gain an audience’s trust and target their needs.

Bestes Zitat aus Top of Mind

Your team is your brand and your brand is your team.

—John Hall

Wer Top of Mind lesen sollte

Entrepreneurs curious about You Marketing
Readers interested in marketing and brand success
Business owners who want to take their brand to the next level

Über den Autor

John Hall is a cofounder of the firm Influence & Co, which helps clients create powerful and engaging content, and his work has been praised by both Forbes and Inc. In 2016, he and his fellow cofounders received the EY Entrepreneur of the Year Award.

Kategorien mit Top of Mind

Marketing & Vertrieb

Ähnlich wie Top of Mind

Content Inc.

Joe Pulizzi

How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses

15 min

4.6

Building a StoryBrand

Donald Miller

Clarify Your Message So Customers Will Listen

22 min

4.7

Epic Content Marketing

Joe Pulizzi

How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less

16 min

4.2

Getting Everything You Can Out of All You’ve Got

Jay Abraham

21 Ways You Can Out-think, Out-perform, and Out-earn the Competition

12 min

4.0

Content Rules

Ann Handley & C.C. Chapman

How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and more) that Engage Customers and Ignite Your Business

The Art of Making and Marketing Work that Lasts

Teaching Your Business to Market Itself

22 min

4.3

Marketing Made Simple

Donald Miller

Step-by-Step StoryBrand Guide for Any Business

The Story of Ideas That Fly

Master the Secret Language of Charismatic Communication

15 min

4.5

The One Week Marketing Plan

Mark Satterfield

The Set It & Forget It Approach For Quickly Growing Your Business

19 min

3.8

How to Grow Your Small Business

Donald Miller

A 6-Part Strategy to Help Your Business Take Off

16 min

4.8

The New Rules of Marketing & PR

David Meerman Scott

How To Use Social Media, Online Video, Mobile Applications, Blogs, New Releases & Viral Marketing to Reach Buyers Directly

5 Steps to Clearing, Unblocking, and Protecting Your Energy to Attract More Love, Joy, and Purpose

101 Simple Truths for a Better Life

12 min

4.2

Content Marketing Revolution

Dane Brookes

Seize Control of Your Market in Five Steps

How Neuroscience Can Empower (and Inspire) Marketing

20 min

4.5

Global Content Marketing

Pam Didner

How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works

How Brands Tune In and Build Credibility

Master the Art of Business

19 min

3.9

How to Talk to Anyone

Leil Lowndes

92 Little Tricks for Big Success in Relationships

25 min

4.2

Persuasive Copywriting

Andy Maslen

Cut Through the Noise and Communicate With Impact

18 min

4.3

The Languages of Leadership

Wendy Born

How to Use Your Words, Actions and Behaviors to Influence Your Team, Peers and Boss

Get Unstuck, Reclaim Your Freedom, and Build Your Empire

19 min

4.6

Impromptu

Reid Hoffman with GPT-4

Amplifying Our Humanity Through AI

The classic text that proves the power of positive thinking

8 min

4.3

The Dialectical Behavior Therapy Skills Workbook

Matthew McKay

Practical DBT Exercises for Learning Mindfulness, Interpersonal Effectiveness, Emotion Regulation, and Distress Tolerance

The New Science of Leading Change

14 min

3.9

The Power of the Pussy

Kara King

How to Get What You Want from Men: Love, Respect, Commitment and More!

The Only Difference Between Success and Failure

An Easy & Proven Way to Build Good Habits & Break Bad Ones

19 min

4.7

Communicate to Influence

Ben Decker & Kelly Decker

How to Inspire Your Audience to Action

23 min

4.2

80/20 Internet Lead Generation

Scott A. Dennison

How A Few Simple, Profitable Strategies Can Lead to Marketplace Domination

14 min

4.0

The Future is Faster Than You Think

Peter H. Diamandis

How Converging Technologies Are Transforming Business, Industries, and Our Lives

The Nobel Prize Winner’s Masterpiece on Family, Loneliness & Love

The stoic thinking of a Philosopher-King

10 min

4.2

The Procrastination Cure

Jeffery Combs

7 Steps to Stop Putting Life Off

16 min

4.5

The Almanack of Naval Ravikant

Eric Jorgenson

A Guide to Wealth and Happiness

23 min

4.6

The Myths of Creativity

David Burkus

The Truth About How Innovative Companies and People Generate Great Ideas

14 min

4.4

How to Meet Your Self

Nicole LePera

The Workbook for Self-Discovery

Short Life Advice from the Best in the World

The Origins and Healing of Attention Deficit Disorder

Five Steps to the Sex, Salary and Success You Want

You Can't Be Seen Until You Learn to See

Women, Work, and the Will to Lead

22 min

4.2

Talk Triggers

Jay Baer and Daniel Lemin

The Complete Guide to Creating Customers with Word of Mouth

Surprising Truths from the World's Most Successful Entrepreneurs

How to Stop Struggling and Start Living

18 min

4.6

Reinventing the Product

Eric Schaeffer and David Sovie

How to Transform your Business and Create Value in the Digital Age

How Leaders Turn Difficult Conversations into Breakthroughs

13 min

3.8

❤️ für Blinkist️️️

Ines S.

Ich bin begeistert. Ich liebe Bücher aber durch zwei kleine Kinder komme ich einfach nicht zum Lesen. Und ja, viele Bücher haben viel bla bla und die Quintessenz ist eigentlich ein Bruchteil.

Genau dafür ist Blinkist total genial! Es wird auf das Wesentliche reduziert, die Blinks sind gut verständlich, gut zusammengefasst und auch hörbar! Das ist super. 80 Euro für ein ganzes Jahr klingt viel, aber dafür unbegrenzt Zugriff auf 3000 Bücher. Und dieses Wissen und die Zeitersparnis ist unbezahlbar.

Ekaterina S.

Extrem empfehlenswert. Statt sinnlos im Facebook zu scrollen höre ich jetzt täglich zwischen 3-4 "Bücher". Bei manchen wird schnelle klar, dass der Kauf unnötig ist, da schon das wichtigste zusammen gefasst wurde..bei anderen macht es Lust doch das Buch selbständig zu lesen. Wirklich toll

Nils S.

Einer der besten, bequemsten und sinnvollsten Apps die auf ein Handy gehören. Jeden morgen 15-20 Minuten für die eigene Weiterbildung/Entwicklung oder Wissen.

Julia P.

Viele tolle Bücher, auf deren Kernaussagen reduziert- präzise und ansprechend zusammengefasst. Endlich habe ich das Gefühl, Zeit für Bücher zu finden, für die ich sonst keine Zeit habe.