Top of Mind Book Summary - Top of Mind Book explained in key points
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Top of Mind summary

John Hall

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

4.2 (73 ratings)
14 mins
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    Top of Mind
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    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.

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    What is Top of Mind about?

    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.

    Best quote from Top of Mind

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

    —John Hall
    example alt text

    Who should read Top of Mind?

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

    About the Author

    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.   

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