{"product_id":"launch-isbn-9781118027233","title":"Launch","description":"\u003cp\u003eIf you've been let down by the undelivered promises of marketing, this book is for you. \u003ci\u003eLaunch\u003c\/i\u003e reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth.\u003c\/p\u003e \u003cp\u003eThis book will show you how to:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eCreate highly sharable content that meets people's needs\u003c\/li\u003e \u003cli\u003eIdentify and work with outside experts, many of whom will gladly promote your content\u003c\/li\u003e \u003cli\u003eAttract and retain raving fans that will help your business grow\u003c\/li\u003e \u003cli\u003eCreatively market and sell to people who will gladly purchase your products and services\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eLaunch\u003c\/i\u003e isn't like other marketing books. Rather than making keen observations about others who’ve achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Rockets Don’t Fly Themselves 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Problem with Marketing 2\u003c\/p\u003e \u003cp\u003eThe Internet as the Great Paralyzer 4\u003c\/p\u003e \u003cp\u003eMeet the Enemy: Channel Overload Syndrome 5\u003c\/p\u003e \u003cp\u003eDo People Really Trust Your Business? 6\u003c\/p\u003e \u003cp\u003eIntroducing the Elevation Principle 7\u003c\/p\u003e \u003cp\u003eElements of the Elevation Principle 13\u003c\/p\u003e \u003cp\u003eWhy the Formula Works 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Starting Your Mission Plan 27\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eEstablishing Your Clear Vision 28\u003c\/p\u003e \u003cp\u003eCrafting Measurable Goals 32\u003c\/p\u003e \u003cp\u003eSetting Your Course Trajectory 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Finding Inspiration by Looking Outward 43\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIdentifying Role Models 44\u003c\/p\u003e \u003cp\u003eLeveraging Inspirational Content 47\u003c\/p\u003e \u003cp\u003eSetting Up an Idea Vault 49\u003c\/p\u003e \u003cp\u003eCreating a Discovery System 51\u003c\/p\u003e \u003cp\u003eWhy the Outward Focus? 55\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Leveraging the Power of Other People 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Power of Other People 58\u003c\/p\u003e \u003cp\u003eWho Do You Want to Reach? 59\u003c\/p\u003e \u003cp\u003eDeveloping Profiles for Your Ideal Reader Base 61\u003c\/p\u003e \u003cp\u003eHow to Identify the Problems and Desires of Your Reader Base 65\u003c\/p\u003e \u003cp\u003eWhat Problems Are They Facing? 65\u003c\/p\u003e \u003cp\u003eWorking with Outside Experts 69\u003c\/p\u003e \u003cp\u003eLeveraging Fire Starters 77\u003c\/p\u003e \u003cp\u003eWhy Focus on Other People? 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Actively Engaging Other People 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eReciprocity Marketing 84\u003c\/p\u003e \u003cp\u003eThe Importance of Giving Genuine Gifts 87\u003c\/p\u003e \u003cp\u003eUsing Social Proof 93\u003c\/p\u003e \u003cp\u003eMoving People to Action 100\u003c\/p\u003e \u003cp\u003eWhy Engage? 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Making Content the Fuel of Your Marketing 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProof That Content Works 107\u003c\/p\u003e \u003cp\u003eWhat Makes for Great Content? 113\u003c\/p\u003e \u003cp\u003eCreating an Editorial Guide 119\u003c\/p\u003e \u003cp\u003eMapping an Editorial Calendar 121\u003c\/p\u003e \u003cp\u003eWhy Content? 124\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Creating and Using Primary Fuel 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Primary Fuel? 128\u003c\/p\u003e \u003cp\u003eComprehensive How-to Articles 134\u003c\/p\u003e \u003cp\u003eExpert Interviews 138\u003c\/p\u003e \u003cp\u003eReviews 143\u003c\/p\u003e \u003cp\u003eCase Studies 147\u003c\/p\u003e \u003cp\u003eNews Stories 150\u003c\/p\u003e \u003cp\u003eContrarian Stories 153\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Creating and Using Nuclear Fuel 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Nuclear Fuel? 156\u003c\/p\u003e \u003cp\u003eReports Based on Surveys 161\u003c\/p\u003e \u003cp\u003eWhite Papers 166\u003c\/p\u003e \u003cp\u003eTop 10 Contests 172\u003c\/p\u003e \u003cp\u003eMicro Events 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 How to Employ Marketing 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Does ‘‘Caging Marketing Messages’’ Mean? 186\u003c\/p\u003e \u003cp\u003eHow to Employ Marketing Messages 187\u003c\/p\u003e \u003cp\u003eThe Last Word: The Elevation Principle Revisited 205\u003c\/p\u003e \u003cp\u003e\u003cb\u003eAppendices Primary Fuel Content Samples 207\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAppendix A: Comprehensive How-to Article 208\u003c\/p\u003e \u003cp\u003eAppendix B: Expert Interview 213\u003c\/p\u003e \u003cp\u003eAppendix C: Review 219\u003c\/p\u003e \u003cp\u003eAppendix D: Case Study 223\u003c\/p\u003e \u003cp\u003eAppendix E: Contrarian Story 229\u003c\/p\u003e \u003cp\u003eGlossary 235\u003c\/p\u003e \u003cp\u003eAbout the Author 237\u003c\/p\u003e \u003cp\u003eDiscover More about the Elevation Principle 239\u003c\/p\u003e \u003cp\u003eIndex 241\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eMICHAEL A. STELZNER\u003c\/b\u003e is the founder of SocialMediaExaminer.com— a popular online magazine that helps businesses answer social media questions with useful how-to articles, in-depth case studies, expert interviews, and original research. He also authored the book \u003ci\u003eWriting White Papers: How to Capture Readers and Keep Them Engaged\u003c\/i\u003e, and is the man behind several large professional development conferences such as the Social Media Success Summit.   \u003c\/p\u003e\u003cp\u003eIn order to rocket your business to stellar growth and far-reaching recognition, you're going to need plenty of fuel—nuclear fuel to thrust you beyond the pull of gravity and primary fuel to keep you moving forward. And what's that fuel made out of? Content.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eLaunch\u003c\/i\u003e provides a detailed recipe for the most combustible content—rich, magnetic content that attracts people and opportunities. This special content helps you access the most influential experts in your industry and earns the trust and loyalty of people—and to earn that trust, you'll need to pack away your marketing messages. Primary fuel, the regularly produced free content that meets the needs of your readers, is a gift that keeps people coming back and cultivates raving fans. Carefully designed and highly targeted nuclear fuel—content that has a big impact—leaves a lasting impression on people and rockets your industry recognition.  \u003c\/p\u003e\u003cp\u003e\u003ci\u003eLaunch\u003c\/i\u003e delivers field-tested guidance on how to create the most compelling content, and then leverage that content for maximum velocity—while gaining the support of top experts in your industry. You'll find step-by-step instruction, including how to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDevelop an outward-focused mindset that inspires the content creation process\u003c\/li\u003e \u003cli\u003eIdentify role models that could become tomorrow's strategic partners\u003c\/li\u003e \u003cli\u003eBuild relationships with outside experts who'll gladly help you grow your business\u003c\/li\u003e \u003cli\u003eEmploy social proof so visitors turn into faithful fans\u003c\/li\u003e \u003cli\u003eImplement the ten most effective types of content—the fuel of your business\u003c\/li\u003e \u003cli\u003eDiscover new ways to market that don't repel people, but actually engage them\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery marketer throws around the word \"content,\" but few have mastered the art and science of creating useful, thought-provoking, and viral content. \u003ci\u003eLaunch\u003c\/i\u003e delivers the inspiration, encouragement, examples, and know-how you need to boost your brand to new heights and send your rocket ship to undiscovered galaxies.   \u003c\/p\u003e\u003cp\u003eIn order to rocket your business to stellar growth and far-reaching recognition, you're going to need plenty of fuel—nuclear fuel to thrust you beyond the pull of gravity and primary fuel to keep you moving forward. And what's that fuel made out of? Content. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eLaunch\u003c\/i\u003e provides a detailed recipe for the most combustible content—rich, magnetic content that attracts people and opportunities. This special content helps you access the most influential experts in your industry and earns the trust and loyalty of people—and to earn that trust, you'll need to pack away your marketing messages. Primary fuel, the regularly produced free content that meets the needs of your readers, is a gift that keeps people coming back and cultivates raving fans. Carefully designed and highly targeted nuclear fuel—content that has a big impact—leaves a lasting impression on people and rockets your industry recognition. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eLaunch\u003c\/i\u003e delivers field-tested guidance on how to create the most compelling content, and then leverage that content for maximum velocity—while gaining the support of top experts in your industry. You'll find step-by-step instruction, including how to: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eDevelop an outward-focused mindset that inspires the content creation process\u003c\/li\u003e \u003cli\u003eIdentify role models that could become tomorrow's strategic partners\u003c\/li\u003e \u003cli\u003eBuild relationships with outside experts who'll gladly help you grow your business\u003c\/li\u003e \u003cli\u003eEmploy social proof so visitors turn into faithful fans\u003c\/li\u003e \u003cli\u003eImplement the ten most effective types of content—the fuel of your business\u003c\/li\u003e \u003cli\u003eDiscover new ways to market that don't repel people, but actually engage them\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery marketer throws around the word \"content,\" but few have mastered the art and science of creating useful, thought-provoking, and viral content. Launch delivers the inspiration, encouragement, examples, and know-how you need to boost your brand to new heights and send your rocket ship to undiscovered galaxies.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989512765669,"sku":"NP9781118027233","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118027233.jpg?v=1761784406","url":"https:\/\/k12savings.com\/es\/products\/launch-isbn-9781118027233","provider":"K12savings","version":"1.0","type":"link"}