Launch: How to Quickly Propel Your Business Beyond the Competition [Hardcover]

Michael A. Stelzner (Author)

Book Description

Publication Date: June 21, 2011

If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth.

This book will show you how to:

• Create highly sharable content that meets people's needs
• Identify and work with outside experts, many of whom will gladly promote your content
• Attract and retain raving fans that will help your business grow
• Creatively market and sell to people who will gladly purchase your products and services

Launch isn't like other marketing books. Rather than making keen observations about others who've achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.

Editorial Reviews

Review

"What Stelzner shares here is proven! He's already built a community that propelled his brand not only beyond the competition, but ahead of an entire industry." Brian Solis, author of Engage!  --From book

"This isn't a book about marketing; it's about human nature. Understand that and you've unlocked the key to your success." Scott Monty, Head of social media at Ford Motor Company
--from book

"Launch is your road map to success in an ever-changing world." Guy Kawasaki, author of Enchantment --from book

"If you're looking for a better way to reach the business heights you've only dreamed of, start reading Launch." David Meerman Scott, author of Real-Time Marketing & PR --from book

"I only believe what I've read in Launch because I've watched Michael Stelzner do it himself. It works." Chris Brogan, President, HumanBusinessWorks.com and co-author of Trust Agents --from book

From the Inside Flap

In order to rocket your business to stellar growth and far-reaching recognition, you're going to need plenty of fuel—nuclear fuel to thrust you beyond the pull of gravity and primary fuel to keep you moving forward. And what's that fuel made out of? Content.

Launch provides a detailed recipe for the most combustible content—rich, magnetic content that attracts people and opportunities. This special content helps you access the most influential experts in your industry and earns the trust and loyalty of people—and to earn that trust, you'll need to pack away your marketing messages. Primary fuel, the regularly produced free content that meets the needs of your readers, is a gift that keeps people coming back and cultivates raving fans. Carefully designed and highly targeted nuclear fuel—content that has a big impact—leaves a lasting impression on people and rockets your industry recognition.

Launch delivers field-tested guidance on how to create the most compelling content, and then leverage that content for maximum velocity—while gaining the support of top experts in your industry. You'll find step-by-step instruction, including how to:

• Develop an outward-focused mindset that inspires the content creation process

• Identify role models that could become tomorrow's strategic partners

• Build relationships with outside experts who'll gladly help you grow your business

• Employ social proof so visitors turn into faithful fans

• Implement the ten most effective types of content—the fuel of your business

• Discover new ways to market that don't repel people, but actually engage them

Every marketer throws around the word "content," but few have mastered the art and science of creating useful, thought-provoking, and viral content. Launch delivers the inspiration, encouragement, examples, and know-how you need to boost your brand to new heights and send your rocket ship to undiscovered galaxies.

See all Editorial Reviews

Product Details

• Hardcover: 255 pages
• Publisher: Wiley; 1 edition (June 21, 2011)
• Language: English
• ISBN-10: 111802723X
• ISBN-13: 978-1118027233
• Product Dimensions: 6.4 x 0.9 x 9.4 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (108 customer reviews)
• Amazon Best Sellers Rank: #68,081 in Books (See Top 100 in Books)

More About the Author

Michael Stelzner is the founder of SocialMediaExaminer.com (one of the world's largest business blogs), author of the books "Launch: How to Quickly Propel Your Business Beyond the Competition" and "Writing White Papers: How to Capture Readers and Keep Them Engaged." Michael is also the man behind large summits, such as Social Media Success Summit.

Twitter: http://Twitter.com/mike_stelzner
Facebook: http://Facebook.com/smexaminer

Most Helpful Customer Reviews

32 of 36 people found the following review helpful

3.0 out of 5 stars Not Applicable to All Businesses August 17, 2011

By Mike Finn

Format:Hardcover

I feel jilted by this book. Perhaps it is not the author's fault, but from the subtitle ("How to Quickly Propel Your Business Beyond the Competition) one would think that the methods expounded in the book ought to be applicable to just about every business. As it turns out, Michael Stelzner's book is only intended for people and businesses who are starting blogs and conducting business primarily online. These methods would be of little practical value to someone starting a neighborhood cafe or hair salon, for example. That is not to say that local businesses shouldn't avail themselves of the tools of social media to promote themselves, but they don't need Mr. Stelzner's book for that.

Also, Mr. Stelzner is not quite honest when he portrays himself as a social media neophyte before he started Social Media Examiner. As he himself relates, he was already an experienced entrepreneur with his white paper business (whatever that means), had already organized online events and knew (or knew of) many of the key players who could help him when it came time to launch his blog. It has been my experience that experts are far less accessible than he would lead you to believe. They may be very happy to receive exposure, but they are notoriously lethargic when it comes to return the favor! I speak from considerable experience in this regard!

All in all, this book will be useful to some (just see how many positive reviews have been posted by Mr. Stelzner's friends and acquaintances), but it is hardly a panacea and is of limited applicability to local businesses.

9 of 9 people found the following review helpful

4.0 out of 5 stars Get Ready to Propel Your Business Forward June 30, 2011

By Jennifer Woodard

Format:Hardcover

If there had been more examples I would give this book a five. I wish I could give it a 4.5 but you cant.

Why use Content Marketing Instead of Traditional Marketing?
The idea behind Michael A. Stelzner's new book Launch is that you use two types of fuel to propel your business past your competition, primary and nuclear content marketing fuel. "People want valuable insight, access to great people, and recognition before they want products and services", said Stelzner.

Consumers no longer trust traditional marketing. Even though the trust in marketing has changed, people have not. They still prefer to do business with people that they know and trust. Content marketing allows you to build trust with consumers before you begin trying to sell them. Then they are more likely to buy from you because then have become to trust you and believe that you can help them solve whatever problem they may be facing.
With content marketing, you can answer businesses three big questions:
1. How can you attract leads prospects and opportunity without actively selling?
2. How can you gain access to influential people in your industry?
3. Is there an easy way to connect with and gain the trust of prospects and customers?
Introducing the Elevation Principle
The elevation principle is prospects and customers meet their core desires by helping them solve their basic problems at no cost.
This is worth repeating. The Idea is that you are going to help your prospects and customers solve their most basic needs at no cost to them, by providing highly desirable valuable content.
How will this help your business?
It will allow you to:
* Gain trust and attract attention
* Draw important people to your business
* Achieve rapid growth
* Spread the word about your business more cost effectively then traditional marketing

My final thoughts on Michael A. Stelzners new book Launch

This is a really good book and I do recommend it for people who are looking to propel their business forward using content marketing. What must be understood is that content marketing takes time and dedication. Not everyone will have the success that he had, but you can use content marketing successfully if you are willing to invest the time that is needed.

I would have like to have seen more examples within the book and a few more plans in action, especially of smaller firms. The great thing is you can subscribe to social media examiner blog and see the work in action.

Reading this book has made me rethink how I am marketing my business and the direction that my business is headed and where I want to go. I highly recommend this book if you are ready to work and move your business to new heights.

I must admit that I received this book for free as a review copy.

This is not the reason I am giving this book high reviews. I really did enjoy the book and think that it can really help small businesses even the playing field or even move them beyond their competitors.

11 of 13 people found the following review helpful

5.0 out of 5 stars One of the best business books you'll read this year! June 6, 2011

By Mari Smith

Format:Hardcover

I love books written by someone who has truly walked the path, and who generously shares the practical how-to steps for replicating their success, leaving nothing out. Mike Stelzner has done exactly that with Launch. He draws from his deep well of experience spanning a decade launching two very successful businesses and quickly becoming a leading authority in both.

Just take a look at the incredible success of SocialMediaExaminer.com - one of the top business blogs on the web today and the successful online Summits that Mike founded too. And, previous to making a huge mark in the social media arena, Mike was known as the King of White Papers.

Mike's teachings absolutely work - this book is a must-read for anyone serious about building a sustainable empire on a solid foundation in today's fast-moving, new media world.