- Hardcover: 312 pages
- Publisher: Da Capo Lifelong Books (September 6, 2016)
- Language: English
- ISBN-10: 0738219207
- ISBN-13: 978-0738219202
- Product Dimensions: 5.9 x 1 x 8.5 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 5.0 out of 5 stars See all reviews (63 customer reviews)
- Amazon Best Sellers Rank: #187,643 in Books (See Top 100 in Books)
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All about Them: Grow Your Business by Focusing on Others Hardcover – September 6, 2016
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"Buckle up.Bruce's book is a rollercoaster of riotous righteousness on branding,positioning, marketing, and the mighty madness of messaging."
--Randy Gage,author of Risky Is the New Safe and Mad Genius
"For sheercharm, there is nothing like a new book from Bruce Turkel. All About Them made me laugh out loud in the first chapter, but themagic is that you are learning from the get-go."
--ChrisCrowley, author of Younger Next Year
"Do you everwonder why some brands rocket to the top and why others are everlastinglypowerful and profitable? Bruce's bookwill teach you how to finally master the branding game!"
--Susan FordCollins, author of The Joy of Success
"If you canpicture the bizarre lovechild of Jerry Seinfeld and Maureen Dowd (although muchtaller) you have Bruce Turkel. His techniques will enable you to be kindlyconsidered and proactively sought."
--Alan Weiss,PhD, author of Million Dollar Consulting and Million Dollar Maverick
"Being anews anchor, I'm always looking for the simple truth. Bruce Turkel reminded me of what Dale Carnegietaught over eighty years ago: You can accomplish more developing an interest inothers than trying to get others interested in you."
--MelissaFrancis, host, Fox Business' After The Bell and author, Diary of aStage Mother's Daughter
"A must readfor modern marketers who want to cut through the noise, forge deep connections,and create memorable experiences."
--TimSanders, author of Dealstorming and Love Is the Killer App
"A brilliantguide to becoming an icon. Bruce Turkel is the branding expert of brandingexperts."
--JeffreyMeshel, author of One Phone Call Awayand The Opportunity Magnet
"Bruce Turkel flipsconventional wisdom on its ear and proves with passion, flair, and relevantexamples that selflessness equals success...even in business."
--Jay Baer, president of Convince & Convertand author of Hug Your Haters
Jim Pawlak's Biz Books” column, 8/21/16
Turkel identifies the dynamics of today's consumer He speaks to the emotional part of the buying experience.”
From the Inside Flap
What discernabledifference can you harness to improve your career, increase your sales, andbuild your business? For anyone lookingto boost their personal brands and see their fortunes flourish, All AboutThem answers those questions.
The best companies and most successful salespeople live by athree-word mantra--"all about them"--because when they relentlessly focus theirbrand on their customers instead of themselves, their businesses flourish. Branding expert Bruce Turkel has helped create some of the world's most compelling brands,including Miami Tourism, Discovery Channel, and Bacardi, by putting this mantrainto effect. In All AboutThem, he shows readers how to use this simple but extremely powerfultechnique in our technology-driven, hyper-connected culture. Turkel explores the power of storytelling(and story-selling); brand authenticity and transparency; the differencebetween content and context; and more.
Owning andpromoting your very own All About Thempositioning gives you access to opportunities you never thought possible andmay never have discovered on your own. Whenyour brand resonates with your intended publics, it fires people's imaginationsand encourages them to figure out ways to promote your brand and your businessbecause it's good for them too. That'sthe pure power of this three-word mantra.All About Them cuts through the clutterand immediately tells your listeners that what you are saying is important tothem. As Turkel reveals, All About Them gets right to the heartof what matters to consumers: their own self-interests.
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Top Customer Reviews
Like all good teachers, Bruce takes his reader on a stroll down that wonderful fine line between wisdom and common sense. As you read his stories and observations, you'll hear a voice in your head repeatedly affirming, "yeah; that makes sense!"
From the book: "…what business are you in? What is your authentic truth that attracts business to you as it separates you from your competition? … People don't choose what you do; they choose who you are. What you do is the functional solution that customers might come looking for, and it is what you trade for money, but it's not why people do business with you and your company."
"All About Them" does not offer formulas and prescriptions. If you want a typical how-to book, this one is not what you're looking for. But marketing and branding are sports for thinking, feeling people. Reframing the story of you and your business will not likely happen as the result of "seven steps" or "six keys" or "five secrets." This book runs deeper than that.
Bruce Turkel is a man of diverse interests, talents, experiences, and ideas—and he finds inspiration in everything from blues harmonica to the way one of his clients selects shirt-and-tie combinations. "All About Them" offers an engaging and lighthearted roller-coaster ride through a variety of business successes and failures, a collection of odd and humorous point-making parables, and insights into the psyche of a humorous, articulate, and effective marketer.
Bruce Turkel understands what too many teachers don't: If you're not laughing, you're not learning. Read this book for fun and you just might learn a few things without even trying.
This concept is so deep and fruitful. It’s like opening the door for your date and allowing them passage. You still get to go through the door, but now you get to do it as a chivalric knight in shining armor. All About Them showed me that to look out for them, can be the best way to look out for me. I highly recommend it for anyone, not just those who work in the branding world. These principles would be highly effective in any line of work.