BN.com Gift Guide

Launch: How to Quickly Propel Your Business Beyond the Competition [NOOK Book]

Overview

In 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.

Launch 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 ...

See more details below
Launch: How to Quickly Propel Your Business Beyond the Competition

Available on NOOK devices and apps  
  • NOOK Devices
  • Samsung Galaxy Tab 4 NOOK 7.0
  • Samsung Galaxy Tab 4 NOOK 10.1
  • NOOK HD Tablet
  • NOOK HD+ Tablet
  • NOOK eReaders
  • NOOK Color
  • NOOK Tablet
  • Tablet/Phone
  • NOOK for Windows 8 Tablet
  • NOOK for iOS
  • NOOK for Android
  • NOOK Kids for iPad
  • PC/Mac
  • NOOK for Windows 8
  • NOOK for PC
  • NOOK for Mac
  • NOOK for Web

Want a NOOK? Explore Now

NOOK Book (eBook)
$13.99
BN.com price
(Save 43%)$24.95 List Price
Note: This NOOK Book can be purchased in bulk. Please email us for more information.

Overview

In 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.

Launch 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.

Launch 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:

  • Develop an outward-focused mindset that inspires the content creation process

  • Identify role models that could become tomorrow's strategic partners

  • Build relationships with outside experts who'll gladly help you grow your business

  • Employ social proof so visitors turn into faithful fans

  • Implement the ten most effective types of content—the fuel of your business

  • Discover new ways to market that don't repel people, but actually engage them

Every 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.

Read More Show Less

Product Details

  • ISBN-13: 9781118102787
  • Publisher: Wiley
  • Publication date: 5/23/2011
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,338,816
  • File size: 4 MB

Meet the Author

Michael A. Stelzner 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 Writing White Papers: How to Capture Readers and Keep Them Engaged, and is the man behind several large professional development conferences such as the Social Media Success Summit.
Read More Show Less

Table of Contents

Preface.

Acknowledgments.

Chapter 1 Rockets Don’t Fly Themselves.

The Problem with Marketing.

The Internet as the Great Paralyzer.

Meet the Enemy: Channel Overload Syndrome.

Do People Really Trust Your Business?

Introducing the Elevation Principle.

Elements of the Elevation Principle.

Why the Formula Works.

Chapter 2 Starting Your Mission Plan.

Establishing Your Clear Vision.

Crafting Measurable Goals.

Setting Your Course Trajectory.

Chapter 3 Finding Inspiration by Looking Outward.

Identifying Role Models.

Leveraging Inspirational Content.

Setting Up an Idea Vault.

Creating a Discovery System.

Why the Outward Focus?

Chapter 4 Leveraging the Power of Other People.

The Power of Other People.

Who Do You Want to Reach?

Developing Profiles for Your Ideal Reader Base.

How to Identify the Problems and Desires of Your Reader Base.

What Problems Are They Facing?

Working with Outside Experts.

Leveraging Fire Starters.

Why Focus on Other People?

Chapter 5 Actively Engaging Other People.

Reciprocity Marketing.

The Importance of Giving Genuine Gifts.

Using Social Proof.

Moving People to Action.

Why Engage?

Chapter 6 Making Content the Fuel of Your Marketing.

Proof That Content Works.

What Makes for Great Content?

Creating an Editorial Guide.

Mapping an Editorial Calendar.

Why Content?

Chapter 7 Creating and Using Primary Fuel.

What Is Primary Fuel?

Comprehensive How-to Articles.

Expert Interviews.

Reviews.

Case Studies.

News Stories.

Contrarian Stories.

Chapter 8 Creating and Using Nuclear Fuel.

What Is Nuclear Fuel?

Reports Based on Surveys.

White Papers.

Top 10 Contests.

Micro Events.

Chapter 9 How to Employ Marketing.

What Does ‘‘Caging Marketing Messages’’ Mean?

How to Employ Marketing Messages.

The Last Word: The Elevation Principle Revisited.

Appendices Primary Fuel Content Samples.

Appendix A: Comprehensive How-to Article.

Appendix B: Expert Interview.

Appendix C: Review.

Appendix D: Case Study.

Appendix E: Contrarian Story.

Glossary.

About the Author.

Discover More About the Elevation Principle.

Index.

Read More Show Less

Customer Reviews

Average Rating 4
( 1 )
Rating Distribution

5 Star

(0)

4 Star

(1)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted August 20, 2011

    No text was provided for this review.

Sort by: Showing 1 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)