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Launch: How to Quickly Propel Your Business Beyond the Competition Hardcover – June 21, 2011

4.8 out of 5 stars 118 customer reviews

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  • Launch: How to Quickly Propel Your Business Beyond the Competition
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  • Launch: An Internet Millionaire's Secret Formula To Sell Almost Anything Online, Build A Business You Love, And Live The Life Of Your Dreams
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  • Platform: Get Noticed in a Noisy World
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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.

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Product Details

  • Hardcover: 255 pages
  • Publisher: Wiley; 1 edition (June 21, 2011)
  • Language: English
  • ISBN-10: 111802723X
  • ISBN-13: 978-1118027233
  • Product Dimensions: 6.2 x 0.9 x 9.3 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (118 customer reviews)
  • Amazon Best Sellers Rank: #398,377 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

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.
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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?
Read more ›
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Format: Hardcover
In today's highly competitive and technology-driven marketplace, leaders wonder how their businesses can stand out. On a daily basis, leaders ask their sales and marketing teams to sell and promote products and services, they ask their R&D teams to develop the latest and greatest products, they ask their finance teams to accomplish more with fewer employees and smaller budgets, and they ask their IT teams to develop systems and infrastructure to handle business objectives with smaller budgets. So, it's not surprising that customer focus can, and does, easily get lost. But thanks to Mike Stelzner's latest book, Launch: How to Quickly Propel Your Business Beyond the Competition, the secret for standing out is easy. Mike's book describes the secret as the "other people" component. What he means by this term is that other people who are experts bring their insights to YOUR audience. "It's a great way to develop relationships with people, an outstanding way to provide really interesting insights for your audience, and it's another form of content that is written with perspectives and opinions other than your own." If you want to learn how the next phase of social media, marketing, and business development are going to connect, check out Launch for a good preview.
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Format: Hardcover Verified Purchase
Out of all the social media books I've come across, this one book on content generation and community building seemed the most promising. The author launched a social media website and got 100,000 email subscribers in just four months. Impressive.

As I started reading the book, I got really excited. Create amazing, truly helpful, generous content to people that is easily shared, and your social network will grow rapidly.

I only finished the book a week ago, but I will say that there are some limitations. The author in his endeavor seems to have had a team of several people to help generate the content, and probably had the comfort of focusing on it full-time. He also chose an emerging market at the time, where he could position himself (and his site) as an expert source.

I somewhat get the impression that these strategies are for people who are willing and able to position themselves as (global) experts in their field. Which may be impractical for those who are in established fields.

He mentions that if you can't come up with your own content (if you are not an expert), that you get experts to contribute. But he also warns that experts (that others bother caring about) won't give you the time of day unless you already have an established reputation. The size of your potential audience also drastically affects how much they gain out of the whole thing, and likely affects their decision for involvement. So much for getting on your own feet. Unfortunately, depending on your market and what you are selling (information, consulting, physical product, website service, etc), "expertise" may be irrelevent, such as if you manufacture a new kind of vacuum cleaner or something.
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