Smarter, Faster, Cheaper E-Book

David Siteman Garland

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 290

Veröffentlichungsjahr: 2010

Beschreibung

Save time and money in building, marketing and promoting your business With huge recent shifts in the way enterprises are built, marketed, and monetized, these are "wild west" times for business. In this new landscape, entrepreneurs and small business owners actually have an edge in marketing without spinning their wheels or going broke. Smarter, Faster, Cheaper gives you an innovative, approachable new guide on how to market, promote and improve your business drawing on real world examples and offering practical advice as opposed to fluffy theory. It presents a complete roadmap for marketing and promoting your business with the latest techniques. * Draws from author David Siteman Garland's extensive experiences as a successful entrepreneur * Based on countless interviews with successful leaders, including conversations with entrepreneurs and owners of businesses large and small * Strategies and ideas are easy to understand, digest, and immediately put to use From learning when to skimp and when to splurge to mastering the art of online schmoozing, Smarter, Faster, Cheaper will save you time, money, and aggravation whether you're building your tenth business or your first.

Leseprobe

Contents

Cover

Endorsement

Half Title Page

Title Page

Copyright

Dedication

Acknowledgments

About This Book

Introduction

What You'll Get Out of Smarter, Faster, Cheaper

Who This Book Is For

What You Can Expect

1: The Shift

Old School versus New School

The Game Changer

2: Create Your Foundation

Entrepreneurs versus Big Brands

Passion, Personality, and Knowledge

Passion Is Contagious

Personality: Yes, You Have One

Expertise: It's All Relative

3: Become a Trusted Resource

4: Selling Sucks

Educate, Inspire, and Entertain

I Don't Have a Product Yet!

5: Be Your Own Media Source

Have Control over Creating Your Content

Failure Is Part of the Game … and It Has Never Been So Cheap

There's Nothing Better than Free Opportunities

Search Engines Eat Content for Breakfast, Lunch, and Dinner

Online Content Can Increase in Value over Time

How Creating Content Positions You as a Trusted Resource

Traditional and New Media Love Trusted Resources

It's Not Just Online

The Cost of Creating Is Ridiculously Cheap

6: The Art and Science of Experimenting and Creating Content

Fear

Time

Age and Personality Type

Forget Perfection

Finding Your Niche

What about Scale?

7: Tapping into the Power of Online Video

Smarter, Faster, Cheaper Hosting and Publishing

Smarter, Faster, Cheaper Shooting

Smarter, Faster, Cheaper Editing

Proven Video Ideas You Can Bring to Your Business

Behind the Scenes

Product Demo/Screencast

Storytelling and Online Shows

A Few Tips from Blood, Sweat, and Experience

8: Market and Promote Your Business by Helping Others

Your Customers

9: The Keys to Marketing, Promoting, and Building Your Community

Rookie Mistakes: Zero Patience and Wasting Time

Not All Web Traffic Is Created Equal

Audience versus Community

10: Creating a Sharable and Spreadable Website

Creating Your Ideal House

First Impressions

The Two-Brained Website

Internal Marketing on Your Website

11: Expanding Your Network

The Dumber, Slower, Expensive Approach to Digital Schmoozing

The Smarter, Faster, Cheaper Method of Schmoozing

It's All about the People

The Power of Being an Online Connector, Value-Giver, and Digital Schmoozer

Characteristics of the Most Successful Entrepreneurs on Social Media

Rookie Mistakes

12: Your Reputation in the Transparent World We Live in

With the Social Web, Everyone Has a Voice

Watch Your Step

The Keys to a Solid Online Reputation

13: Respect the Blogger and New Media

The Dumber, Slower, Expensive Goliath Approach to PR

So, What Is the Smarter, Faster, Cheaper Approach?

Do You Have to Be Sexy to Be Covered?

Every Blogger and Online Media Source in Your Niche Matters

Size Is Overrated, Pay Attention to Small

Where Do You Find New Media Sources?

Avoid Rookie Mistakes When Reaching Out to New Media

14: How to Connect with Anyone You Want

Enabling Others to Promote Your Work

Blogger and New Media Source Relations

15: Traditional Advertising Is Dying

Risk versus Benefit

Bye-Bye Eyeballs

The Rise of Creative Content Sponsorships and Social Marketing

Alternative Forms of Advertising, Sponsorships, and Promotions that Actually Work

16: Take It Offline

Can You Bring People Together?

Speaking

Tips from Blood, Sweat, and Experience

Conclusion

About the Author

Index

Praise for Smarter, Faster, Cheaper

“State-of-the-art nuts and bolts for the modern marketer.”

—Seth Godin, author, Linchpin

A great read for passionate entrepreneurs looking to market their businesses by inspiring, educating, and entertaining.”

—Tony Hsieh, #1 New York Times best-selling author of Delivering Happiness and CEO of Zappos.com, Inc.

“In his smart and practical book, David Siteman Garland shows how to deploy your personality, passion, and knowledge to turbocharge your marketing. This no-nonsense guide will help entrepreneurs large and small spread their message and build their business.”

—Daniel H. Pink, author of Drive and A Whole New Mind

“David is energy, passion, and execution rolled into one package. Bet against him at your peril. David Siteman Garland is a trust agent and future king.”

—Chris Brogan, New York Times best-selling author of Social Media 101 and Trust Agents

“David brings to business marketing some things essential to your success: motivation and passion. The stories and lessons shared here are rich with real advice wrapped in vitality and proven through experience. Take this book and go earn your success!”

—Brian Solis, author of Engage! The Complete Guide for Businesses to Build, Cultivate, and Measure Success in the New Web

“If you love to spend buckets of money on traditional ads and you can't wait to cold call sales prospects, then you don't need this book. But if you're looking for no-nonsense ideas on reaching buyers, then read this book right now. It's a fast read because Garland is non-boring.”

—David Meerman Scott, best-selling author of The New Rules of Marketing and PR

“If you're into boring marketing books, take a pass—this book reads like an enthusiastic success coach urging you to greatness.”

—John Jantsch, author of Duct Tape Marketing and The Referral Engine

SMARTER,FASTER,CHEAPER

Copyright © 2011 by David Siteman Garland. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, [phone], fax [phone], or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, [phone], fax [phone], or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at [phone], outside the United States at [phone] or fax [phone].

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Library of Congress Cataloging-in-Publication Data:

Garland, David Siteman. Smarter, faster, cheaper : non-boring, fluff-free strategies for marketing and promoting your business / David Siteman Garland. p. cm. ISBN 978-0-470-64792-9 (hardback); ISBN 978-0-470-93379-4 (ebk); ISBN 978-0-470-93380-0 (ebk); ISBN 978-0-470-93381-7 (ebk) 1. Marketing. 2. Industrial promotion. I. Title. HF5415.G35 2010 658.8′02–dc22 2010028570

To the love of my life and my perfect puzzle piece, Marcie, for being the reason I'm excited to wake up every day.

To my mom, Nancy, for always encouraging me to pursue my dreams, love, and for being my personal editor/best Mom ever.

To my dad, Randy (aka “Tron”), for his cheerleading, inspiring support, and being the world's best Dad.

Acknowledgments

This is definitely the most awkward portion of the book because I know I might miss someone, so I'll keep it brief. This is really a big thank-you to everyone who made this book possible. My mom for being “my personal editor”—even though sometimes she edits and then accidentally deletes those changes and suggestions. Lauren Lynch, Linda Indig, and everyone at John Wiley & Sons for taking a chance on a young author. Marcie for not complaining when I spent many a Saturday in a coffee shop to work on the book (and for her loving support). Inspiration from some of my favorite authors, entrepreneurs, and big thinkers including Seth Godin, David Meerman Scott, Chris Brogan, Daniel Pink, John Jantsch, Brian Solis, Tony Hsieh, and many others. Encouragement always from my friend (and attorney) Jeff Michelman who has helped me immeasurably since I first got into business. The hundreds of guests on RISE, friends online and off (a shoutout to everyone on Facebook and Twitter), the RISE community of entrepreneurs that keep me going, all of my family, and you.

About This Book

When you break down all the fluff, there are two ways to promote and market your business: dumber, slower, and expensive—or smarter, faster, and cheaper.

Today's approach to marketing creates a substantial advantage for entrepreneurs. For the first time since the oldest business transaction in history—when early man traded fashionable animal skins for dinosaur—the barriers to successful marketing have crumbled.

Now the Davids of the world actually have an advantage over the Goliaths.

Not only has the Internet become the great equalizer by giving scrappy entrepreneurs the same tools that are available to big brands and major companies, but it has shifted what is important when it comes to marketing and promoting, creating an incredible opportunity for entrepreneurs. Now, it takes far less money, but more passion, more personality, more creativity, and the opportunity to become a trusted resource and the go-to person, as opposed to a sketchy product pusher.

Smarter, Faster, Cheaper is a living breathing buffet of non-boring, fluff-free ideas, and strategies, as well as stories and takeaways from successful entrepreneurs (including author and entrepreneur David Siteman Garland) so you can take advantage of this unbelievable opportunity, whether you are an entrepreneur, solopreneur, freelancer, or forward thinker ready to innovate.

It is time to stop trying to out-spend and instead time to out-educate, out-hustle, out-give, out-connect, out-care, out-inspire, out-create, and out-help the competition.

Introduction

When you break down all the fluff, there are two ways to promote and market your business: dumber, slower, and expensive—or smarter, faster, and cheaper.

Dumber, slower, expensive is essentially the way it has always been taught: You market the product. Your job as an entrepreneur, business owner, or marketer is to get as many people as possible to buy by shoving whatever you've got down their throats.

Perhaps your product is the fastest, the coolest, the cheapest, the most expensive—or the most mediocre (which I'm sure yours isn't). Or maybe your services are the best in the world. You realize, of course, that a product isn't just limited to a physical entity—like a plastic moose head or something of the sort. It is whatever someone else is buying. It can be services, software, virtual material, yourself (as in the service/ expertise you might provide in a given field), donations . . . whatever.