Changing the Channel
12 Easy Ways to Make Millions for Your Business
Published on 4. December 2008
286 pages
978-0-470-45689-7 (ISBN)
Description
An all-encompassing guide to making the most from multi-channelmarketing
Written in a straightforward and accessible style, Changingthe Channel offers you a detailed look at twelve of today'smost important marketing channels-explaining how each one worksindividually as well as in conjunction with each other, leveragingthe power of your message for explosive profits.
Page by page, you'll become familiar with a variety ofapproaches, including direct online marketing, social media, publicrelations, radio and television advertising, direct space ads,event marketing, telesales, telemarketing, joint ventures,affiliate marketing, and direct mail.
* Discusses how to create successful marketing campaigns by usinga mix of different marketing channels
* Offers some smart ways to track customer buying habits with adatabase that covers all marketing channels
* Helps you learn how to develop profitable relationships withyour customers through frequent contact and by providing freequality content-not just sales pitches
With this book as your guide, you'll quickly discover howmarketing across multiple channels can help develop qualitycustomer relationships and improve the bottom line of yourbusiness.
Written in a straightforward and accessible style, Changingthe Channel offers you a detailed look at twelve of today'smost important marketing channels-explaining how each one worksindividually as well as in conjunction with each other, leveragingthe power of your message for explosive profits.
Page by page, you'll become familiar with a variety ofapproaches, including direct online marketing, social media, publicrelations, radio and television advertising, direct space ads,event marketing, telesales, telemarketing, joint ventures,affiliate marketing, and direct mail.
* Discusses how to create successful marketing campaigns by usinga mix of different marketing channels
* Offers some smart ways to track customer buying habits with adatabase that covers all marketing channels
* Helps you learn how to develop profitable relationships withyour customers through frequent contact and by providing freequality content-not just sales pitches
With this book as your guide, you'll quickly discover howmarketing across multiple channels can help develop qualitycustomer relationships and improve the bottom line of yourbusiness.
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Michael Masterson | MaryEllen Tribby
Changing the Channel
12 Easy Ways to Make Millions for Your Business
Book
03/2010
Wiley
€14.50
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Michael Masterson | MaryEllen Tribby
Changing the Channel
12 Easy Ways to Make Millions for Your Business
Book
11/2008
Wiley
€25.90
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Michael Masterson has developed a loyal following of morethan 450,000 subscribers with Early to Rise(www.EarlyToRise.com), an e-newsletter published by Agora Inc.Throughout his remarkably successful business career, Masterson hasbeen involved in two businesses that grew beyond $100 million, twomore that exceeded $50 million, and at least a dozen that surpassedthe $10 million mark. He is also the author of the New YorkTimes, Wall Street Journal, and Amazon.com bestsellersReady, Fire, Aim; Seven Years to Seven Figures; AutomaticWealth; and Automatic Wealth for Grads . . . andAnyone Else Just Starting Out (all published by Wiley), andConfessions of a Multi-Millionaire. Subscribe to MichaelMasterson's daily e-zine at www.EarlyToRise.com.
MaryEllen Tribby has over twenty years of publishing andbusiness experience, most notably in direct marketing, and iscurrently CEO and Publisher of Early to Rise. She wasresponsible for quadrupling sales and profits within her firstfifteen months there. Tribby is also the founder and ExecutivePublisher of Investor's Daily Edge and Total HealthBreakthroughs, ETR's sister publications.
MaryEllen Tribby has over twenty years of publishing andbusiness experience, most notably in direct marketing, and iscurrently CEO and Publisher of Early to Rise. She wasresponsible for quadrupling sales and profits within her firstfifteen months there. Tribby is also the founder and ExecutivePublisher of Investor's Daily Edge and Total HealthBreakthroughs, ETR's sister publications.
Content
Foreword.
Acknowledgments.
INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper ByMaryEllen Tribby.
CHAPTER 1 Marketing in the Twenty-First Century: How QuicklyThings Have Changed.
CHAPTER 2 "DRM" and "MCM": The Two MostImportant Acronyms in Advertising Today.
CHAPTER 3 Direct-Response Online Marketing: Squeezing the JuiceOut of the Low-Hanging Fruit.
CHAPTER 4 Social Media: Informal Communication, PowerfulProfits.
CHAPTER 5 Search Engine Marketing: Busting Myths and DrivingSales.
CHAPTER 6 Teleconferences: All You Need Is a Phone and GoodIdeas.
CHAPTER 7 Direct Mail: An Old Dog That Still Knows a FewTricks.
CHAPTER 8 Direct Print: Getting More Than Ever for Your AdDollar.
CHAPTER 9 Direct-Response Television: Why Super Bowl AdsDon't Work.
CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk= Money.
CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound.
CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way.
CHAPTER 13 Event Marketing: Having Fun with Your Customers.
CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.
CHAPTER 15 The Incredible Power of a Multi-Channel Campaign.
CONCLUSION Smoking at Joe's By MichaelMasterson.
APPENDIX Examples of Ads.
Notes.
About the Authors.
Index.
Acknowledgments.
INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper ByMaryEllen Tribby.
CHAPTER 1 Marketing in the Twenty-First Century: How QuicklyThings Have Changed.
CHAPTER 2 "DRM" and "MCM": The Two MostImportant Acronyms in Advertising Today.
CHAPTER 3 Direct-Response Online Marketing: Squeezing the JuiceOut of the Low-Hanging Fruit.
CHAPTER 4 Social Media: Informal Communication, PowerfulProfits.
CHAPTER 5 Search Engine Marketing: Busting Myths and DrivingSales.
CHAPTER 6 Teleconferences: All You Need Is a Phone and GoodIdeas.
CHAPTER 7 Direct Mail: An Old Dog That Still Knows a FewTricks.
CHAPTER 8 Direct Print: Getting More Than Ever for Your AdDollar.
CHAPTER 9 Direct-Response Television: Why Super Bowl AdsDon't Work.
CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk= Money.
CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound.
CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way.
CHAPTER 13 Event Marketing: Having Fun with Your Customers.
CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.
CHAPTER 15 The Incredible Power of a Multi-Channel Campaign.
CONCLUSION Smoking at Joe's By MichaelMasterson.
APPENDIX Examples of Ads.
Notes.
About the Authors.
Index.
