Joe Calloway

Magnetic (eBook, ePUB)

The Art of Attracting Business

• Format: ePub

Produktbeschreibung

Magnetic: The Art of Attracting Business is a look at how consistently successful businesses are able to attract a steady and ever-increasing flow of customers. This innovative text examines a range of simple, powerful strategies that businesses of any size or type can use to attract new customers. The key is to do those things that harness the power of the single most important factor in buying decisions: positive word of mouth and referrals from happy existing customers. Magnetic businesses are intentional, strategic, and focused on creating positive experiences that become the stories their customers tell about them. Whether on the internet or face to face, it's what satisfied customers say about you that is the most powerful driver of growth for your business. Becoming Magnetic and attracting business, truly is an art, rather than a science, because every business is different, and uses a unique combination of strategy, people, and purpose to achieve success and growth. There is no one-size-fits-all formula, but with creativity and focus, any business can create a powerful revenue growth engine that continuously works to build and sustain success. Learn how to match successful growth strategies with your people, purpose, and culture to create your own unique 'magnetism' to attract business. Discover the simple, powerful keys to growth used by a range of market leading businesses, from a snowboard manufacturing startup company and a website design professional to a minor league baseball team and an family owned upscale grocery store. All of them utilize ideas that you can put to work immediately in your business to become Magnetic. Create a magnetic mindset in your people that leads not only to happier customers who refer others to you, but to more satisfied employees who help attract and recruit great new employees to keep your momentum going. Simplify and clarify how you think about your business to have your entire team become more focused, efficient, and effective in doing those few vitally important things that matters most in driving growth and sustaining success.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 208
• Erscheinungstermin: 15. Oktober 2015
• Englisch
• ISBN-13: 9781119147435
• Artikelnr.: 43982587

Autorenporträt

JOE CALLOWAY helps business leaders and entrepreneurs make great companies even better. His interactive keynote presentations and workshops enable organizations to focus on what is truly important, inspire new thinking about challenges and opportunities, and motivate people to take immediate action. Joe has been a business author, consultant, and speaker for 30 years, and his client list encompasses small to midsized business groups all the way to international corporations.

Inhaltsangabe

1 Why Magnetic Matters 1 The Art of Attracting Business 3 Ideas That Work
across the Board 4 What's Not in the Book 5 It IS Your Marketing 6 Where
We're Going 6 2 The Power of Word of Mouth 9 The Greatest Marketing Program
of All Time 11 What Mama's Means to You 11 Whom Do You Ask? 15 Deciding to
Buy (or Not to Buy) 16 Zero Moment of Truth 17 The Most Significant Shift
19 Rethinking Your Strategy 20 3 The Hard Work of Making It Simple 21 Get
Your Thinking Clean Enough 23 4 The Three Things You Want Them to Say 25
"You Should Try This Website Designer, Doctor, Book, Accountant, and
Computer." 27 Everyone Gets It 29 What Do We Want Our Customers to Say
about Us? 30 Make An Emotional Connection 31 Don't Overthink It 32 Your
Three "What We Want Them to Say" Statements 33 5 The Three Things You Must
Get Right 37 A Simple, Powerful Formula to Attract Business 39 Solid Gold
Strategy 41 The Grand Guarantee 42 Do It Your Way 46 6 The Best Idea Ever
51 Make Sure the Other Guy Wins 53 An Elegant Equation to Explain
Everything 53 Look at the Options 54 I Hate to Lose 57 I've Developed
Reverse Paranoia 58 "We Make People Lose" 59 It's Like a Cultural Miracle
Drug 60 Standing Out Like a Sore Thumb 60 Constructive Disagreements 61 The
Ultimate Guideline 62 7 Better Beats Different 63 Don't Strive to Be
Different. Be Better. (Now That's Different.) 65 Not the Most Unusual
Pickup Truck 65 The Connection Between "Better" and "Distinctive" 66 Being
Better Means Innovation 69 8 From Magnetic to Irrelevant 71 The Greatest
Threat 73 Wild for CB Radios 73 Dogs Are Loyal. Customers Aren't. 74 Think
Again 76 9 Never Stop Improving 79 You Could Just Do This, and You'd
Succeed 81 Lip Service 81 A Daily Ritual 82 Without a Process It's Just a
Slogan 83 You Have to Get Specific 83 If It's Worth Doing, It's Worth Doing
Wrong 85 All Sorts of Things Occur 85 It Can Always Be Better 86 10 The
Magnetic Mind-Set 89 Common Threads 91 11 The St. Paul Saints: It's All
Word of Mouth 101 Not Your Usual Case Study 103 Fiercely Loyal Customers
Year in and Year Out 103 The Most Spectacular Experience You Can Have 104
"A Whole New Ballgame" 105 12 A Magnet Needs a Market 111 It Seemed Like
Such a Good Idea at the Time 113 Who's Going to Pay You for It? 114
Spreadsheets Don't Buy Anything. (Friends Usually Don't, Either.) 114 A
Great Idea in the Wrong Market 115 Just Follow Your Passion. If . . . 116
"I'll Put It on the Internet" 117 The Most Crowded Market in the Universe
118 13 Lessons from a Startup Magnet 121 Looking at Your Business with New
Eyes 123 David and Goliath 123 Lessons for All of Us 124 What If I Were
Starting Over? 135 14 Who Moved My Market? 137 Whom Would You Call? 139 The
Opportunity of a Burning Platform 140 We Print Checks. Now What? 141 Who
Moved My Market? 142 We Live in Interesting Times 144 15 You're Fired! 147
The Common (and Fatal) Mistakes That Businesses Make 149 Joe Calloway Fired
a Phone Company 149 Mark Sanborn Fired a Restaurant 150 Larry Winget Fired
the Garage Door Company, the Air Conditioning Company, and His Doctor 152
Randy Pennington Fired the Lawn Service 154 Scott McKain Fired the
Oncologist 155 It Wasn't the Lack of a "WOW" Factor 156 Famous Last Words
157 16 Magnetic Connections 159 Go Retro 161 Get Face-to-Face 161 Practice
Retail Politics 162 The Lost Art of the Handwritten Note 164 17 Losing Your
Magnetic Mojo 167 Can a Magnet Lose Its Strength? 169 Rave Reviews. Amazing
French Food. 170 It's Not As Good As It Used to Be 171 That's Just Table
Stakes 172 The Big Lie 173 Good to Great to Gone 173 18 The Amazing,
Simple, Overlooked Advantage 175 Stories about How Amazingly Responsive You
Are 177 Brian Will Get Back to you Immediately 178 A New Standard of
Performance 179 I Loved Them 180 Until I Didn't 180 Too Little, Too Late
181 Real-Time Response 182 Sorry, That Won't Work for Me 183 19 Tomorrow's
Magnetic Business 185 The Pace of Change Will Increase 187 Your Customers
Just Changed 187 If You Make Customers or Potential Customers Wait, You
Lose 188 Your Customers Are Superconnected 188 Every Person in Your
Organization Must Have a Customer Focus 188 You Have to Change from Talking
to the Market to Talking with the Market 189 Sell Me Stuff I Want 189 Don't
Appeal to a Demographic. Appeal to Me. 189 Having the Right Technology Is
Great. Having the Right People Is Better. 190 "Simple and Easy" Is the New
Added Value 190 Use Video 190 Win on the Basics 190 Index 193