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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
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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Further, as author Bruce Turkel says, “Branding is the relationship between you and your customer and it does 2 vital things: #1. Reinforces the purchase they make. But more importantly, #2 Pre-inforces the purchase,” as explains in this book, including highly relevant “story-selling.” This is akin to what Peter Guber, in Tell to Win, dubbed a purposeful narrative in which other see a role they want to play in the story and thus are spurred to share it.
The core theme is that companies most likely to thrive actually do put their customers first. In so doing they inevitably not only deepen customer loyalty they also are more likely to:
• Get customer insights on how to improve what they offer
• Motivate customers to recommend them to others
• Make employees more motivated to perform well and to stay
As a renowned brand builder for years Bruce Turkel can writes from first-hand experience. To further spur you to buy his idea-packed book see his interview here:
This book of actionable insights reflects the “pull” rather than “push” approach that’s still practiced by many firms despite the growing capacity of buyers to make informed choices and to resent being flooded by irrelevant messages. Thisbook is an idea companion book to The Human Brand, UnMarketing, Buyology,and What Clients Love.
He shares with his readers his own personal experiences (both pitfalls and successes) and in each case, makes the point of how vital it is to create that unique experience for your customers that they cannot and will not get anywhere else! This is the key to winning customers and showing them that you are their only choice when it comes down to making the sale! His examples of Joe's Stone Crabs and Starbucks are perfect examples of two distinct businesses that offer experiences customers won't get anywhere else. Sure, there's a lot of seafood restaurants that sell stone crabs and coffee shops that sell coffee, but what sets these two businesses apart from their competitors is how they make their consumers feel about themselves. Joe's Stone Crabs makes its patrons feel that feeling of being at an exclusive restaurant where the ambience and service equally matches the incredible seafood they sell. Starbucks gives its customers that sense of community where they can hang out with friends, play checkers/chess, or conduct their business while enjoying their favorite latte or carmel macchiato. He further explains that what these companies sell is different than what their customers are buying. Think consumers' emotional connection they have to the products they buy.
I can't recommend All About Them enough to anyone who wants to grow their business!!!
It is no secret that a self-orientation destroys trust. But it's difficult not talk about you, your product, your solution, and the results you produce when you market and sell. All About You will guide you in flipping your script to an other-oriented positioning that builds credibility, builds trust, and wins customers.
Do this. Buy the book. Go to page 238 and study the section titled Scaling the Pyramid to Success. Look at all your marketing material, and honestly assess where your messaging fits on this framework. Then let Bruce help you do better.