Currencies that buy Credibility [Paperback]

Tom Wanek (Author)

Book Description

Publication Date: November 23, 2009

Making powerful statements is easy:

"We won't be undersold."
"Satisfaction guaranteed."
"The best quality at the best price."

But making these statements believable is not so easy. The believability of your company s marketing message is directly related to your willingness to risk or spend one or more of six resources. And the more you risk or spend, the more believable your message becomes.

Money is only one of the six resources you can invest.

Currencies That Buy Credibility teaches you the six currencies that you can invest to purchase credibility, shows you successful examples of each and helps you craft your own believable power statement.

You ll also learn:
- Why your marketing message must account for credibility.
- What biologists and neurologists have discovered about communicating with honesty and trust.
- Three questions that will align what you are saying with who you are being.
- Where credibility fits into the entire mechanism of persuasive marketing communication.

The bottom line: Currencies That Buy Credibility is the book that teaches you how to accelerate your credibility to drive more traffic, sales and word-of-mouth.

Product Details

• Paperback: 160 pages
• Publisher: Wizard Academy Press (November 23, 2009)
• Language: English
• ISBN-10: 1932226761
• ISBN-13: 978-1932226768
• Product Dimensions: 7.2 x 5.2 x 0.4 inches
• Shipping Weight: 4.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #299,034 in Books (See Top 100 in Books)

More About the Author

Tom Wanek loves anything that awakens a slumbering imagination and unlocks a shackled mind.

Tom holds a bachelor's degree in business marketing, and has worked for an array of companies in industries such as manufacturing, retail, Internet software, building and consumer goods.

Entrepreneurship tugging at his heart, Tom Wanek spent eight years growing his successful retail-clothing store. Dealing with his fair share of growing pains, skinned knees and all. Just like you.

Today, as a Wizard of Ads partner Tom's passion and commitment is helping owner-operated companies in North America and Australia grow their business.

As an adjunct faculty member of the Wizard Academy®in Austin, Texas, he teaches the workshops, "Fight the Big Boys and Win" and "Currencies that Buy Credibility." Tom is an international speaker who enthusiastically shares his pioneering ideas at home and abroad.

Tom has clients in New Zealand, Australia, Canada and the United States. He has used his ideas to help grow businesses in categories such as:

* Retail
* Banking
* IT Services
* E-commerce
* Accounting
* Counseling Services
* Building & Home Improvement
* Real Estate
* Weight Loss
* Dentistry
* Physical Therapy
* Jewelry
* Apparel & Footwear

Tom is joyfully married to his wife Lydia. Together they have two beautiful and brilliant daughters, Olivia and Eva.

Most Helpful Customer Reviews

1 of 1 people found the following review helpful

5.0 out of 5 stars This Should Be Every Business Owner's Portable Marketing Guide November 29, 2009

By Michele Miller

Format:Paperback|Amazon Verified Purchase

Don't let the size of this book fool you. It's smaller than most business books out there today, but that's because the author has the gift of crafting a message with impact - he can say in 100 words what it takes others at least 1000 words.

Full disclosure: I read this book in galley form as a courtesy to the author. And while I was impressed with the content, it wasn't until I purchased my copy of the actual book that I was wowed to the point of buying a CASE of books to share with colleagues and clients. The layout is very eye-catching, and the case studies are fascinating.

Tom Wanek takes the often-overwhelming topic of basic marketing and boils it down into six actionable points. Choose one of the six, focus on it with all your might, and create a message and customer experience to match. This book filters out all of the marketing hype and buzz, and gives you permission to create a marketing strategy kicks "buckshot strategy" to the curb in favor of a simple, laser-like approach.

Once you read this book, you're going to want to buy multiple copies for your staff and friends - I'm not kidding. This small business tome is timeless and would be a bargain at three times the price.

3 of 4 people found the following review helpful

5.0 out of 5 stars Small Book, Huge Impact December 14, 2009

By Stephen D. Palmer

Format:Paperback

I read this small, yet highly-concentrated book in an hour. Afterward, I felt like I had attended a high-powered, full-day seminar from a person I would trust my business to.

His concept is so sharp it cuts through hype and misconceptions. But his examples and solutions are so clear and concrete that they'll heal your business and marketing woes.

I'm a marketing consultant and writer, and after reading this book I'm swimming in ideas of how to improve my clients' business model and messaging. Anyone selling anything should feast on this book and apply its principles.

2 of 3 people found the following review helpful

5.0 out of 5 stars Easy to Read, Easy to Understand, Easy to Implement November 24, 2009

By Philip C. Wrzesinski

Format:Paperback

Too many times we hear lines in marketing & advertising that just don't ring true. Things like...

"We won't be undersold!"
"The best sales staff in town!"
"The world's largest selection!"
"Lowest prices guaranteed!"

Our cynical nature leads us to disbelief when we hear these phrases.

Tom Wanek, however, teaches you how to give credibility to your statements, whatever they may be, through six different currencies such as your time, your money, or your control. With credibility you grow trust. And with trust you grow your business.

The book is easy to read, has great examples, and makes perfect sense. You'll be applying his principles almost immediately. I know, because I have. I started reviewing and rewriting my radio ads the very next day based on what I've learned.

If you're involved in the marketing of your store, this is one book you should add to your library.