PyroMarketing: The Four-Step Strategy to Ignite Customer Evangelists and Keep Them for Life (Hardcover)

~ (Author) "The movie Blast from the Past opens in Los Angeles, where, in 1962, amid the heightening tensions of the Cuban missile crisis an eccentric inventor..." (more)
Key Phrases: driest tinder, customer evangelists, marketing fire, The Passion of the Christ, Phineas Gage, Rick Warren (more...)

Editorial Reviews

Product Description

How the marketing system that helped spark a bestselling customer revolution in the Christian marketplace can fuel the success of any business––by speaking to the integrity and passion of every customer.

Readers will discover a comprehensive strategy that can help any business reach and retain new markets, by tapping the secrets of what Zondervan marketing leader Greg Stielstra calls PyroMarketing. From the importance of focusing on individual consumers and their preferences, to giving customers an experience with the benefit of your product or service, to converting customers into enthusiastic sales people for your product, to building a state of the art consumer database, PyroMarketing captures in one four–step system the essence of the customer–driven strategies that seek to build markets through the passion and loyalty of the individual. Stielstra's manifesto is based on a powerful and easy–to–apply metaphor––of fire: "There are four steps to creating successful marketing campaigns. You build them the same way you build a campfire. If you were a scout or a camper, you already know the drill. " Gather the driest tinder. Touch it with the match. Fan the flames. Save the coals.

Tapping the latest scientific research into the brain and human behaviour, Stielstra demonstrates how traditional marketing techniques are expensive, obsolete, and doomed to failure––while PyroMarketing principles deliver powerful results over the long–term and for less money. Illustrated with case studies including The Purpose–Driven Life, one of the bestselling books of all time, and the breakaway phenomenon The Passion of Christ.

About the Author

During fifteen years in marketing for Zondervan and Thomas Nelson publishers, Greg Stielstra oversaw marketing for numerous bestsellers, including The Purpose-Driven Life. He currently works as EVP and Director of Integrated Delivery for The Buntin Group. He lives in Franklin, Tennessee, with his wife, Amy, and their three children.

Product Details

• Hardcover: 256 pages
• Publisher: HarperBusiness (September 27, 2005)
• Language: English
• ISBN-10: 0060776706
• ISBN-13: 978-0060776701
• Product Dimensions: 8.6 x 5.8 x 0.9 inches
• Shipping Weight: 11.2 ounces (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars  See all reviews (23 customer reviews)
• Amazon.com Sales Rank: #630,243 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars Stop wasting marketing money, October 11, 2005

By	John Sawyer "Marketing book maven" (Grand Rapids, MI USA) - See all my reviews (REAL NAME)

A 20th century retailer named John Wanamaker once said, "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Greg Stielstra's book will help keep you from wasting any of your marketing budget. Forged in the challenging world of publisher marketing, the concept of this book is built around the metaphor of starting a fire. Stielstra starts by pointing out the need to isolate the group of consumers most likely to buy. He calls this primary target audience the "driest tinder." Then, instead of spreading your marketing funds broadly, he encourages you to focus your marketing resources on this group (touch them with the match) by giving them a product experience. Then, you "fan the flames" of their enthusiasm by enabling these consumers to become product evangelists. Finally, you collect the consumer data (save the coals) so that the next time you want to communicate with this audience, you can do it effiently.

I read a lot of marketing books. Some are full of philosophical fluff. This one is extremely practical. As technology continues to advance, it will confirm the brilliance of Stielstra's approach by enabling us to follow his advice more cost-effectively. I wholeheartedly recommend this book.

John Sawyer
Chief Strategy Officer
Grey Matter Group

7 of 7 people found the following review helpful:

5.0 out of 5 stars Book Marketing Expert Lights Fire Under Old Idea of Mass Marketing, October 8, 2005

By	R. Scott Lorenz "(Book Publicist)" (Plymouth, MI United States) - See all my reviews (REAL NAME)

If you are not using the techniques outlined in PryoMarketing now, you will be in the near future. Why? Greg Stielstra discusses why mass advertising and mass marketing are failing to deliver customers via these traditional mediums. With thousands of messages coming at consumers everyday and the wide use of devices such as TIVO what's a marketer to do?

In PryoMarketing readers will learn to begin a marketing campaign with the most likely customers who Stielstra calls the "driest tinder." With numerous references to "fire" throughout the book the point he drives home by using the analogy is that in order to start a fire you don't try to light a log on fire you light the "driest tinder" or the people most likely to be interested in your product or service.

Stielstra discusses in great detail the successful application of this technique in the promotion of Mel Gibson's "Passion of the Christ" and Rick Warren's "The Purpose-Driven Life."

As a book publicist and book marketing expert myself, I can attest to the importance of the valuable information found in PryoMarketing.

Scott Lorenz
President
Westwind Communications
www.westwindcos.com/book

6 of 6 people found the following review helpful:

5.0 out of 5 stars I love this book!, December 8, 2005

By	Josh Hunt (Las Cruces, NM) - See all my reviews (REAL NAME)

I love this book!

It is timely, practical, and relevant. It must makes sense.

Plus, you get sample the book if you are skeptical at the author's web-page at [...] The entire, unabridged book is available for download in MP3.

I have read a lot of books on marketing. This one has changed my approach.