Launch: How to Quickly Propel Your Business Beyond the Competition

Launch: How to Quickly Propel Your Business Beyond the Competition

by Michael A. Stelzner

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Product Details

ISBN-13: 9781118102787
Publisher: Wiley
Publication date: 05/23/2011
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 272
File size: 4 MB

About the Author

MICHAEL A. STELZNER is the founder of SocialMediaExaminer.com212;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.

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Table of Contents

Preface xiii

Acknowledgments xv

Chapter 1 Rockets Don’t Fly Themselves 1

The Problem with Marketing 2

The Internet as the Great Paralyzer 4

Meet the Enemy: Channel Overload Syndrome 5

Do People Really Trust Your Business? 6

Introducing the Elevation Principle 7

Elements of the Elevation Principle 13

Why the Formula Works 24

Chapter 2 Starting Your Mission Plan 27

Establishing Your Clear Vision 28

Crafting Measurable Goals 32

Setting Your Course Trajectory 34

Chapter 3 Finding Inspiration by Looking Outward 43

Identifying Role Models 44

Leveraging Inspirational Content 47

Setting Up an Idea Vault 49

Creating a Discovery System 51

Why the Outward Focus? 55

Chapter 4 Leveraging the Power of Other People 57

The Power of Other People 58

Who Do You Want to Reach? 59

Developing Profiles for Your Ideal Reader Base 61

How to Identify the Problems and Desires of Your Reader Base 65

What Problems Are They Facing? 65

Working with Outside Experts 69

Leveraging Fire Starters 77

Why Focus on Other People? 80

Chapter 5 Actively Engaging Other People 83

Reciprocity Marketing 84

The Importance of Giving Genuine Gifts 87

Using Social Proof 93

Moving People to Action 100

Why Engage? 104

Chapter 6 Making Content the Fuel of Your Marketing 107

Proof That Content Works 107

What Makes for Great Content? 113

Creating an Editorial Guide 119

Mapping an Editorial Calendar 121

Why Content? 124

Chapter 7 Creating and Using Primary Fuel 127

What Is Primary Fuel? 128

Comprehensive How-to Articles 134

Expert Interviews 138

Reviews 143

Case Studies 147

News Stories 150

Contrarian Stories 153

Chapter 8 Creating and Using Nuclear Fuel 155

What Is Nuclear Fuel? 156

Reports Based on Surveys 161

White Papers 166

Top 10 Contests 172

Micro Events 178

Chapter 9 How to Employ Marketing 185

What Does ‘‘Caging Marketing Messages’’ Mean? 186

How to Employ Marketing Messages 187

The Last Word: The Elevation Principle Revisited 205

Appendices Primary Fuel Content Samples 207

Appendix A: Comprehensive How-to Article 208

Appendix B: Expert Interview 213

Appendix C: Review 219

Appendix D: Case Study 223

Appendix E: Contrarian Story 229

Glossary 235

About the Author 237

Discover More about the Elevation Principle 239

Index 241

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