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Launch: How to Quickly Propel Your Business Beyond the Competition Hardcover – June 21, 2011
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"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
"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 fuelnuclear 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 contentrich, 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 peopleand 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 fuelcontent that has a big impactleaves 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 velocitywhile 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 contentthe 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.
Top Customer Reviews
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.
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 ›
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.Read more ›
Most Recent Customer Reviews
Great Information. I really like it and reread certain parts again.Published 8 months ago by Trudy M. Phillips
Michael A. Stelzner’s new book “Launch” outlines an exact procedure to follow to ride the wave of content marketing. Read morePublished 9 months ago by Jeannette Koczela
This book offers sound marketing advice, almost all of which is applicable to writers. I put it on my wishlist several years ago and was worried when I finally began it that it... Read morePublished 13 months ago by K.M. Weiland, Author of Historical and Speculative Fiction
Michael Stelzner’s book was the required reading for an NSU undergraduate class I taught in Social Selling (MKT 3240). Read morePublished 18 months ago by Jim Barry
How does one achieve success on social media? How can companies achieve phenomenal growth without spending on advertising? Read morePublished on May 8, 2014 by coolinsights
I was introduced to this book through a blog post that referenced it. I got the audio version and listened all the way through practically without stopping. Read morePublished on March 24, 2014 by powerreviews
This is a really good book with a lot of common sense about growing your business. I agree with the author that the more you give, the more you get back. Read morePublished on December 3, 2013 by K. Anderson
I loved this book and lent it to another business friend. She never gave it back! It's a great book!Published on November 24, 2013 by Sue Heins
I liked it , easy to read, full of interesting examples. I definitely recommend it even if your service is not online.Published on September 5, 2013 by Angel Santana