Magnetic

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