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Speak Human: Outmarket the Big Guys by Getting Personal Paperback – October 31, 2009
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"Eric is a wonderful storyteller. I've been a fan of his blog for several years so I naturally was eager for his new book. Wow! In Speak Human, Eric shows you how to engage with your marketplace in the ways that will resonate. Forget hype, tell stories the way Eric does and your communications will come alive." --David Meerman Scott, Bestselling author of The New Rules of Marketing & PR
"Here on the threshold of the new marketplace era the shift is complete: The customer is now in total control of the relationship. The good news is Eric Karjaluoto's book, Speak Human, is a blue print for building a successful 21st century strategy for connecting with customers on their terms. Goodonya, Eric." --Jim Blasingame, Leading small business expert and host of The Small Business Advocate Show
"Speak Human is a really, really good book. It is a must read for anyone looking to make a big difference with a big dream, a big idea and a small budget. Whether revealing classified secrets of social media, the impact of nerdy storytelling or the power of being polite, Eric Karjaluoto engages our curiosity and delivers insight and artistry with aplomb." --Debbie Millman, President, Design: Sterling Brands and AIGA President
"Loaded with examples, both good and bad, that demonstrate how small companies can effectively compete with the big guys. Interesting, well-written and compelling." --Laura Ries, Leading branding consultant and best-selling author: War in the Boardroom
About the Author
Top Customer Reviews
Instead, the book is a frequently philosophical tract on the inherent challenges of how the little guy goes about marketing anything well in today's super-noisy marketplace.
What surprised me early on was how adroit Karjaluoto is with language. You can get a taste of it on his blog, but the book is structured in generally longer chapters where he really gets going. Even as a blogger Karjaluoto is given to long-winded screeds, but in this book he really lets loose.
Karjaluoto deconstructs our expectations from page one. Throughout the book he's challenging why we expect blah-blah tactic or approach to work to build our businesses. Fundamentally he's asking why we expect a method of marketing or presenting our businesses to succeed and if the way we are marketing is actually aligned with what we are about. This is an important question and it has been asked before but Karjaluoto gets real specific.
I don't know if the author's full intent was to have a book to present to prospective clients, but this is one helluva calling card. If a prospect doesn't read the book and agree with most of it, that client would be a poor match for Karjaluoto's services (and mine as well I'll add).
The honesty here is brutal and discouraging to those people looking for quick fixes and easy ways to make money on the 'net. Marketing well has costs and usually requires significant analysis of problems and prioritizing before the creative work even starts.Read more ›
Let's sum up the key message of the book - Deal with people on a human level.
The title of the book confused me at first. What exactly was the book about? What did "Speak Human" mean? Was this a book on body language or some esoteric communication method? No, this is a solid book about business and marketing that advocates connecting and communicating with people on a human level. Connecting with people, dealing with them like they matter and using new technologies, like social media to stay connected is what this book will teach you. The whole point of the book is that you need to build and manage your business' relationship with your customers and clients. As the author states on Pg. 147 - "People like to feel special."
Kurjaluoto is clearly a cheerleader for the small business person and beats the drum throughout the book that it is small business that has the advantage when it comes treating people like they matter.Read more ›
positioning means...to get known for one thing
selling is all about numbers and sincerity
social networks give you access to a broader set of great individuals with different and unique skill sets
marketing is a long haul endeavor
Unlike many younger authors, Eric creates a very good set a of chapter notes that provides good "proof" to what he is saying. It speaks to a thoughtful work that is worth you taking the time to read it.
Most Recent Customer Reviews
The title says it all; if you are interested in how to run your company and how to market it well, you must read this book. Read morePublished on November 8, 2011 by Radius
My employer gave me Speak Human to read - I must admit, I wasn't exactly enthusiastic at the idea of reading yet another marketing and branding book. Read morePublished on March 4, 2011 by katetowsey
I'm a graphic designer, and while reading Eric Karjaluoto's book I felt as if he were personally reminding me of things we tend to forget in the day-in, day-out world of running a... Read morePublished on November 16, 2010 by Santoro
My failing: I look at a book's length first. This one is around 294 pages total.
See, I just wonder if -- right now: post-Internet, post-fragmented, pre-Buddha -- the... Read more
Speak Human. This is the advice I wish I had received over two years ago when I started my business. Read morePublished on October 11, 2010 by J.R. Sedivy
Eric Karjaluoto really does "speak human." The new marketing is all about telling stories that resonate with your target audience. Eric is a master at this. Read morePublished on October 3, 2010 by Nancy
In "Speak Human" Karjaluoto does a wonderful job teaching small business managers how to approach marketing on their own terms using both new media (like social networks) and... Read morePublished on September 23, 2010 by The Marketing Guy Who Drives Sales -r
"Speak Human". Those are the simple instructions offered by Eric Karjaluoto in his marketing book of the same name. Read morePublished on September 22, 2010 by Hawkeye Richardson