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Engagement from Scratch! How Super-Community Builders Create a Loyal Audience and How You Can Do the Same! [Kindle Edition]

Guy Kawasaki , Brian Clark , Mitch Joel , Mark Schaefer , Adam Toren , Sean Platt , Randy Komisar , Alexander Osterwalder , Danny Iny , C.C. Chapman
4.8 out of 5 stars  See all reviews (210 customer reviews)

Print List Price: $19.95
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Book Description


"After reading the book, I felt as though I had had direct access to some of the best minds in marketing, blogging, copywriting and business. The contributors to the book seemed to answer my questions preemptively - I feel infinitely more prepared now as a business owner, having read Engagement from Scratch, than I did prior. A must-read for anyone looking to gain traction in any industry." -Ruth Zive

"This book has had the most impact on my understanding of what it takes to become an online superstar! As a blogger, marketing consultant, and content creator, I am using this as a blueprint for building a loyal following and an engaged community. The people profiled in this book are some of the biggest online community building and blogging stars. This is no hype, it's all real world advice that has been proven to work! I have completely redefined my online strategy, based upon what I learned from these successful people." -K. Scott

"Great book that truly did engage me from scratch. Some great advice from some BIG names in blogging and the online community. Surprising how so many people can write about same subject with a slightly different perspective, so you pick up another snippet with each chapter. Buy it BEFORE you blog! -Doug Robb


Engagement from Scratch! contains the most important lessons learned from over 135 years of persistent effort and experimentation by some of the world's most successful audience- and community-builders. In this book, they have come together to answer one crucial question:

How would you build an engaged audience, from scratch?
Each of the 30+ co-authors has built an engaged and loyal audience, and in this book they explain exactly how they would do it all again.

YOU WILL LEARN (in less than 20 pages each):

  • How the Guy Kawasaki's pillars of enchantment can make people love you

  • Brian Clark's fool-proof method for finding exactly what people will buy

  • Why building an audience is like starting a riot in London (Blog Tyrant)

  • Derek Halpern's formula for creating wildly popular blogs

  • How to apply the 5 levels of networking like a superstar (Marcus Sheridan)

  • Why your natural fear of engagement does not matter (Corbett Barr)

  • How Alex Osterwalder built an audience with innovative business models

  • How to get the whole internet to help you (Evan Carmichael)

And much, much more. So open the book, and get started!
Here's the full list of contributors to the book:
Adam Toren (Blogtrepreneur/Small Business, BIG Vision), Alexander Osterwalder (Business Model Generation), Ana Hoffman (Traffic Generation Cafe), Anita Campbell (SmallBizTrends/BizSugar), The Blog Tyrant, Brian Clark (Copyblogger), Corbett Barr (Think Traffic/Expert Enough), Danny Brown (Bonsai Interactive), Derek Halpern (Social Triggers/DIYThemes), Dino Dogan (Triberr/DIYBlogger), Evan Carmichael, Gini Dietrich (Arment Dietrich/Spin Sucks), Guy Kawasaki (Alltop/Enchantment), Jeff Bullas, Jk Allen (Hustler's Notebook), Kristi Hines (Kikolani/, Linda Bustos (Get Elastic), Marcus Sheridan (River Pools and Spas/The Sales Lion), Mark Schaefer (Businesses {grow}/The Tao of Twitter), Marlee Ward, Mitch Joel (Twist Image/Six Pixels of Separation), Natalie Sisson (Suitcase Entrepreneur), Onibalusi Dele (YoungPrePro), Randy Komisar (Monk and the Riddle/Getting to Plan B), Sean Platt (Ghostwriter Dad), Steve Kamb (Nerd Fitness), Steve Scott (SteveScottSite), Stuart Mills (Unlock the Door), Tristan Higbee (Bloggers Bookshelf), Tyler Tervooren (Advanced Riskology), and with a foreword by C.C. Chapman (Digital Dads, and co-author with Ann Handley of MarketingProfs of Content Rules)

Editorial Reviews

About the Author

Danny Iny has been an entrepreneur for longer than his entire adult life. He quit school when he was fifteen to start his first business, and has been doing it ever since. Along the way he ran the Montreal Marathon, got an MBA, and married the most wonderful woman in the world. He's also worked with companies of all sizes, from the very huge (Nokia, Google) to small businesses and entrepreneurs who are just getting started. These days, he is a prolific blogger and teacher in the Firepole Marketing training program, and enjoys working one-on-one with client businesses to improve their marketing and make more money. Oh, and he's also the published author of a book about effective communication in writing, university guest lecturer, and the CEO of a start-up company called Bowl of Goals. In addition to all of the above, Danny is a super-friendly guy who makes a point of responding to every email and message - so go ahead and follow him on Twitter, or just send him an email and say hello!

Product Details

  • File Size: 571 KB
  • Print Length: 241 pages
  • Page Numbers Source ISBN: 1466382007
  • Publisher: Firepole Marketing (November 24, 2011)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B006E56P40
  • Text-to-Speech: Enabled
  • X-Ray:
  • Lending: Enabled
  • Amazon Best Sellers Rank: #78,289 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
  •  Would you like to give feedback on images?.

Customer Reviews

Most Helpful Customer Reviews
51 of 54 people found the following review helpful
5.0 out of 5 stars More than "just" THE BOOK on community building December 16, 2011
Once upon a time I had some questions about building a community. Then I read this book. Now I do not have anymore questions. What I have instead is a great motivation and confidence. I am not ashamed to admit that I am ex-skeptic who became a believer.

As far as learning by reading other people experiences goes, this book goes all the way. And then some more. That is why I think about it more as "experience of community building" than "reading a book". Book itself was amazing and answered 90% of all general questions I ever had on this topic. But then I sent mail to Danny and asked him about remaining 10% of my questions. And what did he do? He answered them in speed and quality that left me speechless. And not just once, but two times in a row.

By doing so he showed me with his example, how person who wants to build community behaves. At the same time he gave me first hand experience how it is to be on the receiving end i.e. how people feel and react on such behavior. I was able to understand the value of taking time to care and communicate with each and every person (something all authors in the book mentioned), regardless if she is a known member of your community or just a prospective follower. It was a free coaching lesson and I would be lying if I would say that he bought me with this. He just made me more than happy to sell/surrender myself.

I am sure there are other good books out there on this topic, but after reading this one, I do not feel a need to check another book. I feel ready and eager to start building some community of my own. All my questions on this level are answered.
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27 of 29 people found the following review helpful
Would you take investment advice from someone who's broke?
Or would you take relationship advice from someone on their fourth marriage that's already heading for the weeds?
Well, why would you listen to someone who is less than super successful in the business side of your life??
There is so much detailed knowledge shared by super successful people that you'd be mad not to buy this, read it cover to cover, do it and then keep coming back as a reference book. The value of knowledge shared here by people who have done and are doing it is immeasurable!
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45 of 52 people found the following review helpful
3.0 out of 5 stars Money not well spent June 17, 2012
By Bill
Format:Kindle Edition|Verified Purchase
GThis book appears to be an audience building gimmick. You learn shortly after paying for the book that it is available free at their website. The author asks you to promote the book and ther website several times. Very short essays by various bloggers, each with their own promote page/paragraph. The jist of the book is to tell how to build your audience by building content and sharing posts with other bloggers. The book suckers you/me to buy the book whereby we expand the audience of the authors. I've read 7 books in the last month on social marketing and community building and this is the worst. I was surprised to learn that the author/company is a household name.
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25 of 28 people found the following review helpful
5.0 out of 5 stars Excellent overview and varied viewpoints December 17, 2011
I just bought Guy Kawasaki's Enchantment but when this came along I decided to read it first. I'm not a beginner but I figured it would be good to fill in any gaps. And it definitely did.

It was very helpful to get so many different perspectives, and not all in agreement. I was able to easily sift through and take what I needed and what fit my needs.

I feel more confident in my Social Media endeavors now and as a result, they are more fun!
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9 of 9 people found the following review helpful
3.0 out of 5 stars To be fair... February 15, 2014
Format:Kindle Edition|Verified Purchase
I gave this book 3 stars because I have not completed it yet. My impression of this book is that each chapter is a way to sell the "authors" other books and gain more audience for their respective blogs in order to increase their "authority" in the field and then sell their premium content (add copious exclamation points! for relatability and some set-backs to sprinkle in the "everyman" experience).

From the authors' actions you build an audience for your blog by:

1) Giving away lots of good information (in the world we call that sharing)
2) The more your name is out there the more people will "think" you're an expert (how does an academic get paid for others to contribute to their book? - this does not scream expert)
3) Get "experts" to share some advice and shill their expertise (re: blogs and books) in an "authentic" manner
4) Write your own book (increase your expert standing - you wrote a book! requisite exclamation point added for emphasis and relatability)

Of course you have to reach critical mass (look at these reviews - mission accomplished!!).

I can't help but feel that this is just a huge "authentic" info.periodical. The new, new marketing. Sell people the means to sell to them. It's almost meta, but mostly weird. How uniquely entrepreneurial to profit from what communities have been doing for time immemorial. Happily there is a stop gap method for this pillage and ironically it's what this book lacks, authenticity.

If you have gotten this far in the review I would like to share something with you (without linking you to my blog). After purchasing many kindle books there seems to be a correlation between the number of pages and quality of content. Anything under 300 pages is questionable (this applies to non-fiction books and is simply anecdotal).
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Most Recent Customer Reviews
2.0 out of 5 stars Lots of Why You Should, Very Little How You Can
This books tells you you should know your audience. It's well written. It says it in lots of different voices. But it's weak on tricks, tools or techniques. Read more
Published 6 months ago by heidi
5.0 out of 5 stars Worth the read!
Engagement from Scratch is packed full of inspiration, motivation and useful, practical information. Very worth the read, and you will probably go back to it over and over!
Published 8 months ago by debra hess
5.0 out of 5 stars Could have been Rules of Engagement
A smart approach to business building by one of the brightest young entrepreneurs i have met. We'll delivered with a very personal approach.
Published 9 months ago by George Goff
5.0 out of 5 stars Hit the ground running!
Danny Iny is the beginner's guru. Anything you want to know about developing an engaged audience that is hungry for what you have to say? Read more
Published 9 months ago by Michael Meyer
5.0 out of 5 stars good
From the content, book condition to delivery time, item price, I feel that all as good as or even better than i expected
Published 9 months ago by Jack Chang
5.0 out of 5 stars Fabulous for beginners and experts alike!
I've been doing community management for 5 years and highly recommend this book. It's a must-have guide for anyone who is in the field or interested in the topic. Read more
Published 10 months ago by Diversified Interest Girl
4.0 out of 5 stars Helped me develop blogging strategy in line with my overall vision.
This book had many helpful takeaways and I took pages of notes, which I then condensed down into action lists that I'll use when blogging and also when doing any other marketing... Read more
Published 10 months ago by JackieS
5.0 out of 5 stars Great Info and Worth your Time!
Just started reading the book and I already have some great incite to the path to great blogging. There is a reason for successful blogs. Read more
Published 10 months ago by D'Aquila
5.0 out of 5 stars finding help in a world of wanna be's
Definitely worth the time to take it all in and get to know another knowledgeable source in a sea of get rich quick (make them rich)gurus... I believe Danny has a lot to offer.
Published 10 months ago by Tray
5.0 out of 5 stars Excellent advice from multiple perspectives
Reading over the reviews I realize I'm only going to repeat what has already been said. This is an excellent collection of good advice and ideas from people who have done it before... Read more
Published 10 months ago by Art Lover
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More About the Author

Danny Iny has been an entrepreneur for longer than his entire adult life. He quit school when he was fifteen to start his first business, and has been doing it ever since.

Along the way he ran the Montreal Marathon, got an MBA, and married the most wonderful woman in the world. He's also worked with companies of all sizes, from the very huge (Nokia, Google) to small businesses and entrepreneurs who are just getting started.

These days, he is a prolific blogger and marketing educator here at Firepole Marketing.

He's excited to be the co-author - with Guy Kawasaki, Brian Clark, Mitch Joel, and a lot of other people you'd probably recognize - of a book called Engagement from Scratch! How super-community builders create a loyal audience, and how you can do the same!

Most recently, he released the free Naked Marketing Manifesto, and is currently working on turning it into a full-fledged book.


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