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The #1 Way to Increase Your Close Rate: Define What You Stand Against (The 7 Steps to a Successful Business in a Changing Market Book 2) [Kindle Edition]

Michael R. Drew
4.5 out of 5 stars  See all reviews (31 customer reviews)

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Book Description

How do increase your sales in today's market? Emails, text messages, Tweets, Pins and other electronic noises are your direct competition for your audience's attention. So, how do you stand apart and get noticed? Surprise your audience!

Boldly declare What You Stand Against.

This is the #1 way to increase your close rate and prevent your message from becoming digital wallpaper. Sound simple? It is. A small shift in your messaging to let your audience know What You Stand Against (WYSA) will help you stand out from your competition and be heard above the noise.

This book explains three strategies that will help you increase your sales. In order to increase sales, you must stand out and connect with your customers so you can increase conversion and profit. Those three strategies are:

1. Listen to what your customers are saying, and speak so they will listen.
2. Ditch your Unique Selling Proposition.
3. Define What You Stand Against (WYSA).

This e-book is a quick, easy read packed with information and insights you can apply right away.

Don’t regurgitate the standard drivel your competitors are using. Increase your sales. Boldly state what you stand against.


Product Details

  • File Size: 874 KB
  • Print Length: 27 pages
  • Simultaneous Device Usage: Unlimited
  • Publisher: Beneath the Cover Press; 1 edition (March 28, 2013)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B00C3MO27A
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #331,816 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars Reverse Camoflage For Your Business April 9, 2013
Format:Kindle Edition
If you don't want to be seen, you make yourself look like the background that surrounds you, and you break up your silhoutte -- those lines that separate you from "not you." This is a great idea if you're trying not to be found, but pretty lousy if you're a business looking to attract customers.

And yet, camoflage is the default setting of most businesses -- they adopt the cliched communication style of their industry, thereby looking and sounding like everyone else and blending into the background, and then they try to "stay positive" by refusing to say what they're Not and what they stand against.

In this book, Michae Drew shows you how to do the exact opposite: how to stand out and attract customers through reverse-camoflage. When you define what you're not, and who you're the wrong choice for, and what you stand against, you suddenly stand out in stark relief from your competitors and all the background clutter.

Better yet, because you're daring to exclude, your very communication will sound bold and confident against all the wah-wah-wah marketing cliche's spouted by your customer. What sounds stronger: "We're committed to being the best alt-rock station in anytown, USA" OR "Beiber-Free, Gaga-Free, with a no-Nickelback Guarantee"?

Seems easy, right? Well it's an easy idea to understand, but this book makes it clear, simple, and easy to DO. And you can read it within an hour. Oh, and you'll find that it contains absolutely no manipulative, marketing douchebag techniques or advice. That's what the author stands against.

Plus, as of the date of this review, this kindle book is free. So, yes, I recommend this book. Highly. But in a spirit of full disclosure, I have to also say that I'm a friend and business partner of the author, Michael Drew.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Simple, insightful, brilliant April 10, 2013
Format:Kindle Edition
I won't give away the punch line or be a spoiler, but I think Drew's insight into the 1 thing is a breath of fresh air for Positioning. Get it. Read it. Do it.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Short, sweet and relevant April 10, 2013
Format:Kindle Edition|Verified Purchase
I've been following this pendulum idea for a while now and find it makes a lot sense. Given our increasingly interconnected world the influences of the "WE&" are even more pronounced.

This short and meaty read has got me already in the process of updating the front page of my website (and given me fodder for a few new blog posts too).

A while back I realized that most websites for people in my profession all basically looked and sounded alike. That is when I began to re-write my content using the criteria of "it must not look or sound like any of my collegues website." I figured standing out was the only way to get attention. It's worked too.

And after reading this thin eBook I now have some ways of making my message even more compelling and memorable!

This is going to be fun.
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2 of 2 people found the following review helpful
4.0 out of 5 stars Burn your Mission Statement... April 10, 2013
Format:Kindle Edition
...and forget about your USP.

Here's something that actually works - the WYSA statement.

Once again, Drew delivers in this quick, compelling read, a single point, powerful enough to transform your business. Stating "What You Stand Against" is far more effective than touting the same core values as every one else. And the last part of the book shows you an action plan for discovering how to compose your WYSA statement in a way that matters to your customers.
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2 of 2 people found the following review helpful
Format:Kindle Edition|Verified Purchase
This is the first information I've seen from Michael and it did not disappoint.

His association with the legendary 'Wizard of Ads' Roy H. Williams may have been what originally hooked me - but this ebook stands on its own and will certainly add to additional revenue and customer loyalty.

The insights presented will surprise (even shock) some readers. Trust me - Micheal's not 'blowing smoke' here. His association with Mr Williams (a man I have tremendous respect for and have followed for years) and the underlying research behind a book they co-wrote together - has provided a rock-solid foundation for the information Michael provides here.

Like another reviewer - I'm not totally ready to junk USP - but I agree wholeheartedly the 'practice' of using USP has been executed poorly by most businesses and HAS become mostly 'noise'.

I also recommend checking out the book Micheal & the Wizard wrote together: 'Pendulum: How Past Generations Shape Our Present and Predict Our Future'
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2 of 2 people found the following review helpful
Format:Kindle Edition|Verified Purchase
Can't say I'm overly enthused by what the author's comapny stands against. But only b/c I'm against that same thing, and so now I have to figure out some other definitive and tactile thing to be against.

Drew's new book is going to be the difference b/t proverty and prosperity throughout the rest of this decade.

He provides simple, yet marketing-consultant-esque questions for you to answer...TO GET THE MASSES TO PAY ATTNENTION TO YOUR BUSINESS (and also to get you in step with the current generational worldview).

And btw, Michael Drew's first print book Pendulum is already a high and profound and top-level look at the wobbling of two generational psyches back and forth across the landscape of Western culture (and US culture in particular) for millenia.

But with or without your having read Pendulum, take this book at face value, answer Drew's questions and figure out what you stand against.

QUIT SCREAMING LOUDER WHAT EVERYONE ELSE IN YOUR BIZ. CATEGORY IS ALREADY SAYING, AND STAND AGAINST SOMETHING INSTEAD.
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Most Recent Customer Reviews
5.0 out of 5 stars A quick life changing read.
I read this whole book in one sitting and got more out of it than the last 3 books I've read.
Published 6 months ago by Amazon Customer
5.0 out of 5 stars Must Read!
Marketing is changing and in order to remain on top of your game, we need to educate ourselves on what is working in sales today. I highly recommend this book. Read more
Published 14 months ago by Catherine
5.0 out of 5 stars Makes life so much easier
This book speaks to the essence of reaching your market. Every one has so much to say but not much to guide. Read more
Published 18 months ago by Serial Entrepreneur Jesue Walker
3.0 out of 5 stars good refresher for market research
good overall basic market research strategy. An easy read but not much back up to the authours claims besides a radio station in Ottawa.
Published 19 months ago by James Jordan
5.0 out of 5 stars Loved this Ebook!
I already have his "Pendulum" book so getting this one was a no-brainer. I resonated immensely with the message and was pleased as punch (LOL) to learn that my current... Read more
Published 19 months ago by Christina deMoraes
5.0 out of 5 stars Say what you stand against and people agree!
I love it! I have used the approach in emails and got a higher open rate and lots of buzz. I use it when I am cold calling and I find that when I say what I stand against, people... Read more
Published 19 months ago by Inez
5.0 out of 5 stars Must Reading For Your Business
Michael Drew has really nailed the most important aspect of positioning in this market cycle, what you oppose. Thank you!
Published 19 months ago by Amazon Customer
1.0 out of 5 stars The #1 Way to increase your close rate
This book is terrible. It is not well written at all with a very vague definition of the premise. I will never read a book by these authors again. Read more
Published 20 months ago by Nicholai Linford
1.0 out of 5 stars Sales Pitch book
read the popular highlights only. If you like them save time and go straight to the Pendulum website. $47, $7 for the first 14 days trial. Read more
Published 20 months ago by D Bulsa
5.0 out of 5 stars Stand against something
A concise and powerful compliment to their book PENDULUM this ebook helps get big results...provided you can follow directions and BE BOLD!
Published 20 months ago by Andrew E. Cruz
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More About the Author

Since the age of nineteen, Michael R. Drew has become a leading book marketer in the publishing industry, propelling some 80+ books onto national
bestseller lists, including The Wall Street Journal, USA Today and The New York Times, and garnering over 1,000 #1 rankings for books on Amazon.com through his Promote A Book services.

Michael heads a marketing agency that strives to build strong and real relationships with his clients and their audiences, increasing sales in a natural manner, and maximizing the depth and longevity of that relationship through its Persona Architecture and Platform Building programs. Michael has presented the Pendulum theory on stage with and for the Dali Lama, Sir Richard Branson, and Steven R. Covey, and privately for the Executive Committee at Franklin Covey.

Michael has also helped writers and authors, thought leaders, speakers and entrepreneurs build upon an essential component of continuing success, creating a platform for their writing and their message so that they can expand their audience and adapt to social shifts.

Through Michael's skills in website creation, his strengths as a speaker, his career coaching, and in his innovative use of personas to intensify the effectiveness of all sorts of writing, Michael has been a force in the creation of a new generation of thought leaders. He has helped them to become even more effective entrepreneurs who nourish today's idea-hungry marketplace.

And as shifts in society continue, Michael has expanded Promote A Book's services to include consulting and planning on everything from Internet distribution and website-building to video creation, book trailers, podcasting and more.

In his personal time, Michael loves cheering for BYU teams, dining at "the best sushi house in North America" -- Uchi's, in Austin, Texas -- and spending time with his daughter, Savannah.



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