A summary of things you should know about Escape The Expected according to Tom Trush: Introduction In this episode Tom Trush takes a deep dive into his book, Escape theRead More
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]]>In this episode Tom Trush takes a deep dive into his book, Escape the Expected, where he shares the secret psychology of selling to today’s skeptical consumers.
In his book Trush provides a step-by-step guide that teaches you marketing secrets you may have never heard of like what prospects don’t trust you, what pollutes the marketing world, and how to establish yourself as an authority in so much cluttered advertising. The goal of the book is to help you spend less time working, leverage your marketing better, and adapt to the constant changes in marketing.
This book is perfect for entrepreneurs who are spending more than half their time marketing a business or have no idea where to start when it comes to marketing.
The difference in this book comes down to quick action items. The book is a little over 200 pages but you can get through it in one sitting.
You can open up to any chapter and get a tip or strategy that you can implement immediately.
Dare to be different because when your product or service marketing looks like everything else in its industry then you are forcing prospects to use price as a deciding factor when whether to buy your product or service.
This book has really short chapters and those chapters are broken down into three sections to create what I call The Trust Trilogy. I’ll tell you each piece of the trilogy and then we’ll dig in to each one. The first one is instead of marketing what you want to say, give your prospects what they need to succeed. Number two is trust requires consistent communication because it creates familiarity. And then number three is that your marketing must develop relationships before it can drive profits.
The first part of the trilogy, instead of marketing what you want to say give prospects what they need to succeed, ties into that consumers crave relationships with companies that they can trust these days. With today’s rapid technology development it has increased our interactions with other people and you have more ways to get in front of people now days and as a result we have more opportunities to attract prospects attention. The key is that you can have your prospects attention but that doesn’t necessarily mean you have their interest. Those who establish trust are the ones who get heard and that is what we dig into in this first section of the book.
The second part of the trust trilogy, trust requires consistent communication, the problem here is that so many business owners and entrepreneurs will only market when they need leads and market from a place of desperation. You prospects don’t care about your leads or you generating sales they just know that they have a problem to solve and they are looking for information in your marketing to solve that problem. When you are marketing your best bet is to market to people who have already expressed interest in what you offer.
The third part of the trust trilogy, marketing must develop relationships before you can drive profits, ties into a challenge that many business owners and entrepreneurs have. When they launch marketing campaigns they expect a significant and quick returns but those who consistently market realize that they take time especially when you have to educate your target market. In this third section I give you different ways on how you can consistently communicate with your audience and establish that trust over a long period of time. When you are creating your product you need to really think about what you want to be known for in your business because we operate in an economy today where you likely have more competitors than you can count.
NOTE: That was just a summary. To get the full deep dive, play the audio clip at 06:02
“The most effective marketing often doesn’t look like marketing.” – Tom Trush
I am a direct-response copywriter and I think sometimes you give that career name out there and people don’t necessarily understand what it is. The way I like to explain it is that I write marketing materials designed to generate response. One of the big things that I love about my job is figuring out why a marketing piece is poor or isn’t generating the response that people want.
Usually the way that I write is I stumble on marketing topics that interest me and then I’ll weave them into a theme. I wanted to give people some ideas for establishing trust in the marketing materials that you send out to attract leads and generate sales.
Ca$hvertising by Drew Eric Whitman
Buy Escape the Expected by Tom Trush on Amazon today
Visit EscapeTheExpected.com to learn more about the book
Visit TomTrush.com to learn more about Tom and his services
Follow Tom Trush on Facebook and Twitter
Download the full transcript here (coming soon)
Listen on iTunes, Stitcher , and SoundCloud
Related books:
Do It! Marketing by David Newman
Pocket Man by Scott Jordan
Moving Targets by Gabriel Aluisy
Relevant advice and tips:
5 Reasons Why Your Marketing Sucks
5 Mistakes Entrepreneurs Make With Marketing and Branding
What did you like and not like about this episode? Fill out this one minute survey here.
The post A Preview of Escape The Expected with Tom Trush appeared first on The Entrepreneurs Library.
]]>A summary of things you should know about Moving Targets according to Gabriel Aluisy: Introduction In this episode Gabriel Aluisy shares his book, Moving Targets where he helps you understandRead More
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]]>In this episode Gabriel Aluisy shares his book, Moving Targets where he helps you understand why people buy and teaches you how to get more personal with customer buying decisions.
In his book, Aluisy offers you some really simple action steps that anyone can implement in their business and start getting immediate results. The goal is to show you how to shift the brand culture to gain more customers and followers.
This book is perfect for entrepreneurs and marketing professionals who are having trouble understanding and generating quality customers and leads.
First, it’s current and up to date. Second, my book offers you some really simple action steps that anyone can implement in their business and start getting immediate results. I wrote the book so you can pick it up from anywhere; it’s not something you have to read from cover to cover. Lastly, I interviewed some amazing experts and there are stories in this book that make it worth buying or reading just for that fact.
I can sum it up in two words…Get personal. Entrepreneurs and marketing professionals have to understand that buying decisions don’t take place in the logical side of the brain anymore these days; purchases are made from the emotional side. In today’s world people buy because of the connection they feel to the brand. It’s getting that personal connection which I think is the biggest takeaway from this book.
The book starts off with a personal story of how I created my first Gmail account. Gmail did something incredible and it’s sort of a teaser which you find out later in the book.
Chapter one is called On Demand All the Time and talks about how we are living in this on demand fast pace society where consumers are consuming media at an exponentially increasing pace. I will teach you how your brand can keep up and serve this need. It also talks about the lack of personal environment we have. There are less and less conversations and more people staring down at their smart phones.
It moves on to my favorite part of the book where we talk about internal core values; why companies like Google have a set of values on their website that all their employees subscribe to. There is a reason that these companies do that and it’s building the brand experience for the consumer. I also interviewed some phycologist on how a brand creates an emotional connection with a consumer of their product or service.
Next we talk about competing on value, not on price and how to actually create those value brand assets. I wanted to give some real life examples and advice on how you create a conversation with your customers in this impersonal world that we live in.
We also talk about speaking your customer’s language which then gets into niching your brand. The brands I’ve seen succeed are the ones that focus their message to a specific person. So they don’t talk to everyone, they talk to somebody and they use that language very specifically.
Since I have a design background I get into some really specific things that you as an entrepreneur or someone who is working in a marketing department can take and see what you’re doing from your advertisements, logos and collateral marketing materials.
We talk about gamification and how companies can use this to build more customers and to also engage their staff. This book isn’t just about getting customers it’s also about building the company culture. I interviewed a guy who created a brand where they use college kids to promote other brands via social media.
At the end of the book we talk about a really specific set of grading; how to know if your brand is actually performing at its peck and I give you a report card where people can take an outside perspective of their brand and see if they are doing it right.
NOTE: That was just a summary. To get the full deep dive, play the audio clip at 06:36
“A good logo can be drawn by an eight year old from memory.” – Gabriel Aluisy
I design and develop marketing campaigns for country clubs, yacht clubs and luxury lifestyle brands. I have a company called Shake Creative in Tampa Florida which is a trusted local partner of some of the nation’s largest country club networks. We service their Tampa Bay clubs and others around the country with award winning design and our target marketing strategies.
It was inspired by some of the great brand experiences I’ve had and even some of the local brands here in Tamp that I’ve come across. The flip side of that is it’s inspired by the horrible brand experiences that I’ve had. I’m also really inspired by the shift that’s taking place in the last few years with a very on demand society. We have created this very impersonal world so I wanted to do my part to show entrepreneurs how to shift the brand culture to gain more customers and followers.
The Tipping Point by Malcolm Gladwell
Buy Moving Targets by Gabriel Aluisy on Amazon today
Visit Aluisy.com to learn more about Gabriel, his book, and blog
Follow Gabriel Aluisy on Twitter
Download the full transcript here (coming soon)
Listen on iTunes, Stitcher , and SoundCloud
Related books:
Lean Branding by Laura Busche
Traction: A Startup Guide to Getting Customers by Justin Mares and Gabriel Weinberg
Do It! Marketing by David Newman
Relevant advice and tips:
5 Simple Ways Entrepreneurs Can Attract Customers
5 Mistakes Entrepreneurs Make With Marketing and Branding
What did you like and not like about this episode? Fill out this one minute survey here.
The post A Preview of Moving Targets with Gabriel Aluisy appeared first on The Entrepreneurs Library.
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