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The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser Hardcover – March 1, 2017
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"Devoted" by Dean Koontz
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- Seth Godin, author of Purple Cow
“The Transformational Consumer offers a new lens on two age-old business problems: how to get customers to care about what you sell, and how to get them to come back over and over again. Tara has created a manual for a new way to do business: by sparking a virtuous cycle of transformation for your company and your customers.”
—Pete Flint, founder and former Chairman and CEO, Trulia
“This is not a book about marketing. It’s a vision for how businesses can connect with customers at a deep, human level, becoming a regular stop on their everyday life journeys. It reveals how to take the limits off people’s lives and build a business with devoted customers in the process.”
—James White, former Chairman, President, and CEO, Jamba Juice; and board member, Conscious Capitalism
“Tara draws upon her vast experience to create a playbook to unlock the power behind the Transformational Consumer to create long-lasting brands and build strong corporate cultures.”
—Jim Stengel, former Global Marketing Officer, Procter & Gamble
“It’s easier than ever to get an app, website, and product built. The hard part is getting anyone to care or take notice. Tara completely changes how founders should think about their products and creates a marketing framework that’s accessible to all. This is an absolute must-read for anyone in business who wants to create more value for customers. It’s changed how I think about my company, from our mission to how we deal with competition."
—Jihan Thompson, former Health Editor, O, The Oprah Magazine, and founder, Swivel Beauty App
“Tara-Nicholle Nelson ups the ante in her new book, The Transformational Consumer, arguing that we should be engaging our customers in a higher purpose, to help them be more effortful and intentional in how they live their lives, to call on their aspirations rather than their addictions. Luckily, that desire already exists; we just have to be willing to meet it.”
- Dylan Schleicher, 800-CEO-READ
“Tara-Nicholle Nelson is a marketing genius who has made it her life’s work to translate consumer insights into measurable results. Her latest book…will not only dissect her approach; but more importantly, will provide you with the exact blueprint to reimagine your own marketing.” – Moe Abdou, 33 Voices
“Ingenious new framework…I read a lot of marketing and sales books and this book was one of the most interesting I’ve read lately and I’m glad I did.” – Douglas Burdett, The Marketing Book Podcast
About the Author
- Item Weight : 0.035 ounces
- Hardcover : 176 pages
- ISBN-10 : 1626568839
- ISBN-13 : 978-1626568839
- Product Dimensions : 6.44 x 0.67 x 9.56 inches
- Publisher : Berrett-Koehler Publishers; 1st Edition (March 1, 2017)
- Language: : English
- Best Sellers Rank: #468,876 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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I don’t have a company in the sense that Tara-Nicholle writes about, since I work mostly by myself but sometimes with another writer and all the staff on a contract basis to produce and publish novels. I mention this to say that the book is helpful for the smallest of business operations, if they involve more than one person (she explains that no one can accomplish business alone) to the largest corporations imaginable.
Dr. Nelson uses the experiences of her life to make the points she includes in the book. She shares lessons learned from her childhood as a little girl growing up in a Black Baptist Church to the adult she became. Here are some of her experiences: “She is the former vice president of marketing for MyFitnessPal, now part of Under Armour, where her teams covered brand, growth, engagement, content and digital/social media, and media relations.” In addition to all those, she has a vast education—a master’s degree and a Doctorate of Law. She is uniquely qualified to write this book, and when she says something I listen. (Some of it was not applicable to my situation, but I gleaned much wisdom from all that was related to me as a novelist.)
Yes, I listened. Although I read parts of the galley copy I received, I also purchased a Kindle copy, and I listened to this text in text-to-speech as I walked on the treadmill. How appropriate! She motivated me to try to improve my physical body, as well as my emotional makeup.
The subtitle says it all: Fuel a lifelong love affair with your customers by helping them get healthier, wealthier, and wiser. Through her writing, she loves her readers. Now I must think of ways I can love my readers.
For me this book was as interesting as a novel. I read and reread portions of it. I hope I don’t want to write a spoiler, but let me tell you it’s all there in the subtitle. She uses an acronym—HWW. Read this!
And one more thing: Tara-Nicholle Nelson provides an extensive and useful bibliography.
The short book presents the case for reorienting your marketing efforts to take this consumer in mind when designing the content of your message. Nelson avers that these consumers are not buying/subscribing/considering your product or service based on the features and benefits unless they can see quickly how it contributes to their personal objectives. Your soap may make human beings 10% cleaner but the TC will only hear your message if they can see how it makes them 10% more likely to meet their life goal of finding a spouse.
Nelson includes a handful of vignettes that illustrate her points but the book would grow in value with the addition of several more so that a broad range of readers can locate themselves within the pages. The ideas that she wants to communicate are good but I found myself skimming in some chapters to find a hook to hang the idea on.