Bookmercial Marketing: Why Books Replace Brochures In The Credibility Age
 
 


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Bookmercial Marketing: Why Books Replace Brochures In The Credibility Age [Paperback]

Victor Cheng
4.0 out of 5 stars  See all reviews (2 customer reviews)

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Book Description

June 13, 2008
Studies show that the average person sees 3,000 ads a day. Truth is, they ignore these ads. Your customers are fed up with traditional sales materials. They routinely tune out ads, junk mail, cold calls, and brochures. Customers want to make well-informed buying decisions, but they're overwhelmed. To cope, they desperately search for credible experts to help them make sense of this information overload. Credibility and trust have become priceless assets. CEOs and marketing executives must transform their company's image, becoming the industry experts that customers notice and seek out. Traditional sales materials can't create this perception-but publishing a book can. You must publish first, teach second, and sell third. It's the fastest and most effective way to establish credibility, build trust, and increase sales-in that order, because that's the sequence by which prospects buy. So it ought to be the sequence you use to market and sell. Bookmercial Marketing shows you how.

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Editorial Reviews

About the Author

Victor Cheng, inventor of the Bookmercial, is a leading expert in using books to market and pre-sell complex products and services. Victor holds two degrees from Stanford University, is a former McKinsey & Company consultant, and has been a featured speaker at Harvard Business School.

Product Details

  • Paperback: 180 pages
  • Publisher: Innovation Press (June 13, 2008)
  • Language: English
  • ISBN-10: 0976462478
  • ISBN-13: 978-0976462477
  • Product Dimensions: 5.5 x 0.4 x 8.5 inches
  • Shipping Weight: 7.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #1,653,486 in Books (See Top 100 in Books)

Customer Reviews

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Most Helpful Customer Reviews
6 of 7 people found the following review helpful
Format:Paperback
This book was just OK. Its overall message that writing a book is a wonderful self-promotion tool for the consultant, coach, trainer, professional speaker, or other similarly situated small business owner is right on point. However, many of the reasons supporting this point of view are misplaced and even illogical at times. Accordingly, I cannot give this book anything higher than a 3-star rating.

It is short (159 pages) with lots of white pages, large margins, and spread line spacing instead of close. The chapters were often short, and the ones that were long didn't need to be (the text was repetitive and wordy). The Table of Contents reads as follows:

I. Traditional marketing is broken [1&2]
II. Authority is marketing [3-6]
III. The bookmercial as a marketing tool [7-11]
IV. How to produce a bookmercial 12-16]
V. Resources [17]

0. Preface
1. The world of marketing has changed permanently
2. Traditional marketing doesn't work in the new world
3. The 5 secrets to marketing in the new world
4. Authority-based marketing
5. The 7 ways to become an authority figure
6. The #1 authority-building tool
7. The bookmercial
8. How to generate publicity
9. How to obtain public speaking opportunities
10. How to generate leads
11. How to close more sales quickly
12. A bookmercial isn't written, it's engineered
13. How to choreograph bookmercial content
14. Writing a bookmercial
15. Printing & distributing your bookmercial
16. How to get started
17. Author contact information

The author is correct when he says that marketing tools and techniques that emphasize unsubstantiated claims and mere professional credentials don't work today to generate sales.
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1 of 5 people found the following review helpful
5.0 out of 5 stars A Sensational Approach to Marketing July 7, 2008
Format:Paperback|Verified Purchase
I sent for this book out of curiosity because my marketing efforts were not generating the results I had hoped for. Reading it in just two nights I constantly felt tutored by a master strategist who consistently identified the marketing efforts I had been making for my company and then succinctly pointed out why they simply were inadequate in clear, concise terms that, after reading his explanations, seemed to me to be common sense, and I wondered why I had not realized it before. I passed the book to my partner, a life-long sales and marketing professional who was equally impressed and underlined numerous passages, added confirming notes in the margins and exclamation points following certain passages. This is a book that educates and enlightens and instantly causes you to realize that the author is an enormously talented and gifted expert in the field of marketing. Every business executive or owner should have a copy of this book in their personal library and a few extras to give to subordinates and friends.
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More About the Author

Victor Cheng is a strategic advisor to Inc 500 CEOs. He has been featured as an business expert by the Fox Business Television Network, MSNBC, Time magazine, The Wall Street Journal, The Harvard Business Review, Fortune Small Business, SmartMoney, Forbes, Inc., and Entrepreneur magazine.

Victor is a former McKinsey & Company consultant and has been a senior executive in several publicly owned technology companies. He's a graduate of Stanford University and is the author of Extreme Revenue Growth, The Recession-Proof Business, and Case Interview Secrets.

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