30 books

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Breakthrough Advertising

Author: Eugene Schwartz    

236 pages    



In the hands of an expert, advertising is the key that propels a business from zero sales to unimaginable profits. Eugene Schwartz breaks down every step of creating an ad, from writing an irresistible headline to removing objections.Breakthrough Advertising goes deep into the emotional factors causing people to buy, and how to influence them with your ad copy. This book is considered among the top marketing books of all time for a reasonthe advice in Breakthrough Advertising will take your copywriting to the next level, even when applied to modern platforms.

This is an amazing book. It is a game changer for sure. I bought my copy almost 10 years ago and It was worth every penny. This is an ADVANCE marketing/business book. If you follow, the stuff in this book it can change your business. The information in this book is pure gold and every marketer and business owner needs to read this book and use the knowledge gained from it. It is not an easy read, you will need to have some marketing/copy experience.I highly recommend this book to all and the price they are asking for it, is so worth it. Read it today and beat the competition tomorrow! Reader on

Whether you value this book or not depends on your current knowledge, writing experience and level of desire to become really good.This in not a book for beginners learning the fundamentals of advertising as the title alone could lead one to believe.his book is for the advanced student and creator of copywriting for direct response campaigns. If you are not familiar with "direct response," you are not ready for this book.If you have a thorough understanding of the basics, and you done your share of testing, then you will be ready for this book. It is and advanced study of the science of copywriting and advertising campaigns. This is for someone who has already had some wins under their belt and is now ready to take their skills to the next level.The downside is that this book is not easy to read. It is dry and boring. Expect it to take you a long time to get through and to really grasp it, you should study this like a text book--highlighter in hand and multiple passes at it. Reader on

10 x Marketing Formula: Your Blueprint For Competition Free Content That Stands Out And Gets Results     

Author:  Garrett Moon    

268 pages    



As marketing content floods online spaces, businesses are now, more than ever, looking for ways to create content that stands out. 10x Marketing Formula is one of the best business strategy books you will find for content marketing. In this book, Garrett Moon looks at drawing traffic to your business with compelling content that outshines your competitors.Moon describes the strategies he used in starting and growing CoSchedule. The marketing book does not give sugar-coated solutions. Instead, it demonstrates how to gain traction for your content quickly. It also dismisses the myth that you need a big budget to create highly engaging content.

The dream of content marketing is that it’s going to be a magical funnel that drips money into your bank account. Its lure is that it will create an inbound sales machine. But what should you do when it doesn’t work like that? Or even at all? That’s the question this book is here to answer. It’s a formula that will show you exactly what to do (and how to do it) to achieve tenfold marketing results. This means the return you can expect will be ten times over what you put in. It’s the exact formula author Garrett Moon used to grow his startup 

CoSchedule from zeroes across the board to: 1.3M+ monthly pageviews, 250k+ email subscribers, and thousands of customers in 100 just 4 years. You will learn to overcome a lack of time, struggling to produce content, an inability to engage your audience, and so many more marketing roadblocks. If you think marketing success belongs only to elite geniuses or those with huge budgets, think again—10x marketers achieve 10x growth regardless of their limitations.This book is about finding the strategic shortcuts to get you to results fast. It’s about short-circuiting the path to jaw-dropping growth. You have to find your own way—and The 10x Marketing Formula is that path. You’ll learn why Jay Baer calls it: “A powerful formula for marketing success; thoroughly modern and proven to succeed. This is a book for marketers that want to win.” And why Michael Hyatt says: “Garrett Moon is one of my favorites to follow because he combines the edge of a fearless startup CEO with the savvy of a marketer who's scaled a successful business. The 10x Marketing Formula challenges you to rethink your goals and definitions of success and, more importantly, how you employ strategic shortcuts to achieve them.” So, if you’re ready to look like a marketing genius and revolutionize your results (and mindset), you’ve just found your path. Get excited like Marcus Sheridan, who says: “Often, books like this are a disappointment. They're long on ideas, short on actionability. This is not one of those books. Garrett Moon delivers on the promise of providing a blueprint for the most differentiating and results-driven content marketing of your career."

I got early access to this. Solid read. Never read a marketing book with so many actionable take-aways. No theory, no fluff - Garrett talks through the actual formula (growth and content hacks) he used to grow CoSchedule so quickly. Specifically some real insights on content marketing and differentiating yourself from the rest of the crowd - he calls it "competition-free content". Examples from his company and lots of interviews with other entrepreneurs who short-circuited the path to 10x growth. Eric Piela on

Master Content Marketing: A Simple Strategy To Cure The Blank  Page Blues And Attract A Profitable Audience

Author: Pamela Wilson    

246 pages    

published: 2016


In Master Content Marketing, Pamela Wilson takes the reader through a step-by-step process to unlock the secrets of creating online content, as a highly-effective marketing tool, and one of our favorite online business models.Pamela Wilson draws on her 30+ years of marketing and content creation in this engaging and practical guide.The design makes it easy to implement, with checklists and strategies to get results right away. The writing is simple and friendly enough to take all your content writing fears away.Wilson teaches how to create content that is highly relevant, useful, and engaging to your audience and how to do it consistently. After reading this book, you’ll have a turn-key process to keep your content fresh and never start with a blank page.

Content marketing is how marketing happens today. You know you want to use it, but you're unsure about where to start. You may not feel confident about your writing abilities, either.Master Content Marketing is a step-by-step guide through the content marketing process. Pamela Wilson's 30 years of marketing experience infuse the guidance in the book."Scores of people profess to be content marketing experts. Who can you trust? You can trust Pamela 

Wilson." – Brian Clark, CEO Rainmaker Digital and founder of Copyblogger (from the Foreword)This book breaks down the content marketing process so you have what you need to create consistently excellent content that's effective and fun to put together. This system works for both B2B (business-to-business) and B2C (business-to-consumer) content.Read Master Content Marketing and you'll come away with:• Clear content marketing goals so you know what to aim for• Step-by-step guidance for creating your content: you'll never get stuck again!• A content marketing strategy that builds your audience with every piece of content you create• Content marketing examples that will show you what to aim for• Ideas and templates for headlines, subheads, first sentences, and more• The encouragement, resources, and guidance you need as you build your online presence with content marketingDuring her award-winning 30-year marketing career, Pamela Wilson has helped local, national, and international clients communicate their messages effectively. Her passion is teaching — and she has a gift for making complex topics simple and easy to understand.She wrote Master Content Marketing to provide step-by-step help to empower people (even non-writers) to create effective content marketing in a stress-free, fun, and repeatable way.What will happen to your online presence when you lose your

Outrageous Advertising That's Outrageously Successful: Ctrated For The 99% Of Small Business Owners Who Are Dissatisfied With The Results They Get From Their Current Advertising

Author: Bill Glazer    

345 pages    

published:  2009


This book challenges standard advertising methods and introduces a bold new approach. Bill Glazer uses real-life examples to show how independent and ingenious thinking can transform a business.

The book centers around boosting profits while sustaining a customer base that is hooked to your advertising messages. It provides lifelong advertising guidelines and acts as a reference book for any time you feel stuck. And Glazer’s bold and edgy personality makes the book memorable and fun to read.

"I learned long ago that there are ads that win awards and there are ads that make money.  Bill Glazer's book is full of the latter.  In fact, I've paid copywriters $10,000 or more to write ads that weren't half as good as the ones in this book.   Grab your copy because you'll pay for it twenty times with your very first campaign."
Bill Harrison, Partner,

"In selling different is good. You need to stand out from the crowd of sales people and businesses that are trying to capture your potential clients’ attention and money. In OUTRAGEOUS Advertising, That's OUTRAGEOUSLY Successful, Bill Glazer does just that. In fact, in reading it, I discovered some great strategies to apply to my own marketing efforts. Thanks Bill!" Tom Hopkins, Author of How to Master the Art of Selling

When a sprinkler malfunctioned at a Baltimore menswear store, three inches of water sat on the floor and much of the merchandise was wet. The owner, the author of this book, could have done the normal thing and sell the wet merchandise to a Jobber--a business that buys damaged goods in bulk for cheap. Instead, he did the OUTRAGEOUS thing--he advertised in a very OUTRAGEOUS way which resulted in receiving much more than he would have received from the Jobber. It was easy. Here is an OUTRAGEOUS idea--it's easy to make a lot of money from advertising. That's right, easy money! This book, OUTRAGEOUS ADVERTISING THAT'S OUTRAGEOUSLY SUCCESSFUL, explains in certain terms how to advertise and make money. Rich with examples and stories showing exactly how to implement a successful OUTRAGEOUS program, this book cracks the code on getting a return on your advertising dollars--an OUTRAGEOUS return!

Win Bigly: Persuasion In A World Where Facts Don't Matter

Author: Scott Adams    

298 pages    

published: 2017

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Amazon Bestseller Ranking:

#31 in Political Humor

#44 in Business &Professional Humor

#74 in Medical Social Psychology & Interactions

Many of the best books to read for business take universal concepts and apply them to marketing. In this book, Scott Adams takes on the power of persuasion and shows how you can use it in advertising and marketing. Borrowing examples from politics, Win Bigly carefully dissects cases where persuasion was used to pull votes.Adams highlights the techniques that worked in politics and demonstrates how to apply them in your business and personal life. He argues that instead of stating facts, you should always lean towards the desired outcome when trying to win people over to your cause.

From the creator of Dilbert, an unflinching look at the strategies Donald Trump used to persuade voters to elect the most unconventional candidate in the history of the presidency, and how anyone can learn his methods for succeeding against long odds.
Scott Adams--a trained hypnotist and a lifelong student of persuasion--was one of the earliest public figures to predict Trump's win, doing so a week after Nate Silver put Trump's odds at 2 percent in his blog. The mainstream media regarded Trump as a novelty and a sideshow. But Adams recognized in Trump a level of persuasion you only see once in a generation.
Trump triggered massive cognitive dissonance and confirmation bias on both the left and the right. We're hardwired to respond to 

emotion, not reason. We might listen to 10 percent of a speech--a hand gesture here, a phrase there--and if the right buttons are pushed, we irrationally agree with the speaker and invent reasons to justify that decision after the fact.The point isn't whether Trump was right or wrong, good or bad. Win Bigly goes beyond politics to look at persuasion tools that can work in any setting--the same ones Adams saw in Steve Jobs when he invested in Apple decades ago. For instance:- If you need to convince people that something is important, make a claim that's directionally accurate but has a big exaggeration in it. Everyone will spend endless hours talking about how wrong it is while accidentally persuading themselves the issue is a high priority.- Stop wasting time on elaborate presentations. Inside, you'll learn which components of your messaging matter, and where you can wing it.- Creating "linguistic kill shots" with persuasion engineering (such as "Low-energy Jeb") can be more powerful than facts and policies.Adams offers nothing less than "access to the admin passwords to human beings." This is a must-read if you care about persuading others in any field--or if you just want to resist persuasion from others.

No B.S. Direct Marketing: The Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing For Non-Direct Marketing Businesses

Author: Dan Kennedy    

204 pages    

published: 2006

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Dan Kennedy is a serial entrepreneur, who has built multiple businesses through direct response marketing. In this book, he reveals the secrets he used to create mail-order, infomercial, and direct mail sales campaigns, and shows you how to apply them to any business.Kennedy has written the best small business books to help entrepreneurs take control of their sales process. As he says in the title, Kennedy teaches the principles of bold marketing, directly to customers – that's how to create and sell online courses. These fundamentals can be applied in any medium — making this a timeless must-read for marketing professionals and entrepreneurs alike.

Go behind the scenes and cash in on the undisclosed, off-the-record strategies of today’s top direct marketers. These high-profile techniques can be applied to your non-direct marketing business with amazing results and direct marketing guru Dan Kennedy can take you there. Dan and his elite team of consultants – all phenomenally successful at borrowing direct marketing strategies from the world of mail-order, TV infomercials, etc. to use in ‘ordinary’ businesses including retail stores, restaurants, sales careers – reveal their radically different, super profitable

methods and share actual advertising and marketing examples from their businesses! Also, sit in on a discussion of the hottest marketing techniques on the audio CD inside. Discover customer-getting, sales-boosting tactics you never new existed!.

No B.S. Sales Success In The New Economy:  he Ultimate No Holds Barred Kick Butt Take No Prisoners Direct Marketing To Non-Direct Marketing Businesses

Author: Dan Kennedy     

250 pages 


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Dan Kennedy presents keys to transform your sales strategies and help you attract more customers in a crowded global marketplace.

The book dlves into direct sales tactics and copywriting details, essential in today’s economy. It also talks about preparing for adverse outcomes to increase resilience.Many of the ideologies laid out are applicable even outside the business world. Since trust is in short supply and competition is higher than ever, Kennedy teaches how to build trust, and stand out.

In The New Economy, only a select few will gain and keep membership in the elite sales fraternity enjoying the top incomes, the greatest security, the most independence and power, and the highest status. And, who better to show you how to get in than “Millionaire Maker” Dan Kennedy? Kennedy covers: • Adapting to The New Economy Consumer • How to STOP PROSPECTING Once And For All—and why you must • Put the awesome power of TAKEAWAY SELLING to work—in any environment • If you’re in a commodity business, get out!—how to Re-Position, escape commoditization, and safeguard price and profits in the heightened competition of The New Economy • The One Thing to do, to leverage The New Economy’s “Chaos of Choices” to your benefit • How Dumb Salespeople Work 10X Harder Than Necessary, by under-utilizing this one tool • The 6-Step No BS Sales Process: finally, a reliable system you can stick with! • 6 Ways Sales Professionals Sabotage 

Themselves • BS that Sales Managers shovel onto salespeople—beware! • How to switch from One-to-One to One-to-Many with Technical Tools • 8 Steps to getting past any “No” • How to CREATE TRUST (FAST) in the trust-damaged, post-recession world

#1 New York Times Bestseller

Crushing It: How Great Entrepreneurs Build Their Businesses And Influence And How You Can Too

Author: Gary Vaynerchuk    

288 pages    


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Amazon Bestseller Ranking:

#10 in Social Media For Business

#12 in Siociaal Media Guides

#20 in Web Marketing (Books)

The stability and longevity of any business depend on the ability of its owner to adapt to changes in the business world. As the world shifts gears to the digital space, entrepreneurs must also move their marketing to digital platforms. Gary Vaynerchuk explains the best way to do that.  With an entertaining yet straightforward style – the king of motivational quotes – Gary Vaynerchuk breaks down existing social media platforms. He shows how each one can be used to market your business. The book also includes voices from successful entrepreneurs to show how each platform helped them increase profits.

Four-time New York Times bestselling author Gary Vaynerchuk offers new lessons and inspiration drawn from the experiences of dozens of influencers and entrepreneurs who rejected the predictable corporate path in favor of pursuing their dreams by building thriving businesses and extraordinary personal brands.

In his 2009 internationalbestseller Crush It, Gary insisted that a vibrant personal brand was crucial to entrepreneurial

success, In Crushing It!, Gary explains why that’s even more true today, offering his unique perspective on what has changed and what principles remain timeless. He also shares stories from

other entrepreneurs who have grown wealthier—and not just financially—than they ever imagined possible by following Crush It principles. The secret to their success (and Gary’s) has everything to do with their understanding of the social media platforms, and their willingness to do whatever it took to make these tools work to their utmost potential. That’s what Crushing It! teaches readers to do.

In this lively, practical, and inspiring book, Gary dissects every current major social media platform so that anyone, from a plumber to a professional ice skater, will know exactly how to amplify his or her personal brand on each. He offers both theoretical and tactical advice on how to become the biggest thing on old standbys like Twitter, Facebook, YouTube, Instagram, Pinterest, and Snapchat; podcast platforms like Spotify, Soundcloud, iHeartRadio, and iTunes; and other emerging platforms such as For those with moreexperience, Crushing It! illuminates some little-known nuances and provides innovative tips and clever tweaks proven to enhance more common tried-and-true strategies.

Crushing It! is a state-of-the-art guide to building your own path to professional and financial success, but it’s not about getting rich. It’s a blueprint to living life on your own

Dotcome Secrets:

The Underground Playbook To Growing Your Company Online

Author: Russell Brunson    

274 pages    

published: 2015 

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In a brilliantly packaged book, Brunson explains why low traffic and conversions may not be the real problem with your online presence. He reveals how to use sales funnels to turn followers into loyal customers and in turn, grow your business. Dotcom Secrets is among the best business strategy books about digital marketing. The book puts together business advice and real-life examples of what works and what does not. While the online space is flooded with products similar to yours, this book explains how to make your message different.If you are struggling to create convincing and persuasive marketing content, this book is precisely what you need.

f you are currently struggling with getting traffic to your website, or converting that traffic when it shows up, you may think you’ve got a traffic or conversion problem. In Russell Brunson's experience, after working with thousands of businesses, he has found that’s rarely the case. Low traffic and weak conversion numbers are just symptoms of a much greater problem, a problem that’s a little harder to see (that’s the bad news), but a lot easier to fix (that’s the good news). DotComSecrets will give you the marketing funnels and the sales scripts you need to be able to turn on a flood of new leads into your business.

Master the science of funnel building to grow your company online with sales funnels in this updated edition from the $100M

entrepreneur and co-founder of the software company ClickFunnels.DotCom Secrets is not just another "how-to" book on internet marketing.This book is not about getting more traffic to your website--yet the secrets you'll learn will help you to get exponentially more traffic than ever before.This book is not about increasing your conversions--yet these secrets will increase your conversions more than any headline tweak or split test you could ever hope to make.Low traffic or low conversion rates are symptoms of a much greater problem that's a little harder to see (that's the bad news), but a lot easier to (that's the good news).

What most businesses really have is a "funnel" problem. Your funnel is the online process that you take your potential customers through to turn them into actual customers. Everyone has a funnel (even if they don't realize it), and yours is either bringing more customers to you, or repelling them.In this updated edition, Russell Brunson, CEO and co-founder of the multimillion-dollar software company ClickFunnels, reveals his greatest secrets to generating leads and selling products and services after running tens of thousands of his own split tests.Stop repelling potential customers. Implement these processes, funnels, frameworks, and scripts now so you can fix your funnel, turn it into the most profitable member of your team, and grow your company online.If you are currently struggling with getting traffic to your website, or converting that traffic when it shows up, you may think you’ve got a traffic or conversion problem. In Russell Brunson's experience, after working with thousands of businesses, he has found that’s rarely the case. Low traffic and weak conversion numbers are just symptoms of a much greater problem, a problem that’s a little harder to see (that’s the bad news), but a lot easier to fix (that’s the good news). DotComSecrets will give you the marketing funnels and the sales scripts you need to be able to turn on a flood of new leads into your

Invisible Selling Machine: 5 Steps To Crafting An Automated Evergreen Email Campaign That Makes Money While You Sleep

Author: Ryan Deiss

172 pages    

published: 2015    

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In this book, Ryan Deiss gives a simple framework to take the guesswork out of email marketing. He provides practical techniques that you can implement right away in your email campaigns.

The book dissects this powerful marketing tool and breaks it down into five steps, each leading into the next. With the system in this book, you can automate your sales process and watch your business grow. If you're looking for the best business books for beginners to email marketing and those who want to execute on their online business ideas, you can't go wrong with Invisible Selling Machine.

What if you really could automate and perpetuate your entire sales process, and literally makes sales while you slept at night? Well, thanks to modern marketing automation tools (along with a handful o carefully crafted email messages), making sales while you sleep is not only possible... it's downright simple! In the Invisible Selling Machine, entrepreneur, Ryan Deiss, walks you through all 5 phases of the prospect/customer lifestyle, and shows how each step can be automated and perpetuated to invisibly convert strangers into friends, friends into customers and customers into raving fans. This book is for startup founders, smallbusiness owners, marketing professionals, consultants, service professionals, authors, speakers, and even brick and mortar butcher, baker and 

candlestick makers. In short, if you want to grow your business and your customers just happen to have an email address... ...this book is for you.

Ryan Deiss does not disappoint with this little gem. It's packed with great how-to information, exact email templates, and all of the phycology behind what goes into his billion-email-per-month selling machine. Just implementing a few of these ideas has literally added a few thousand to my monthly revenue, and I'll continue to do so for a number of clients in the future. Gotta love Digital Marketer! Taylor H, Reader on

Ryan Deiss has been in the internet marketing game for a long time. He has proven systems that work, and work well. In Invisible Selling Machine he spells out exactly what to do to create solid conversion funnels that work.
If you want a reliable resource to get a clear understanding of funnels, get this book. Kathleen Gage, reader on

The author clearly explains email marketing, he goes through a whole litany of examples of how to properly and effectively implement your email marketing plan. The book is easy to read and easy to follow. I enjoyed the story he told in the beginning of the book about the IRS being on his back and how he had the support of his wife. Great Business and Marketing Book...Martin J. Fischer...Creator and Founder- Waiternomics, Reader on

The Impact Equation: Are You Making Things Work Or Just Making Noise

Authors: Chris Brogan & Julien Smith    

288 pages    

published: 2012

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It’s hard to break through the noise and make an impact with your content since everyone has a platform online. In this book, Chris Brogan and Julien Smith reveal how to break the mold and craft unique and impactful content.The book emphasizes the importance of honesty and articulation to build powerful connections with your audience. You can apply The Impact Equation to everything from blog posts to YouTube videos, to social media posts. If you want your online content to have a meaningful outcome, read this book. Want to learn how to start a blog?

audience, or a certain number of followers. You need a potent mix of all of the above - and more. As traditional channels for marketing and selling disappear and more people interact mainly online, the very nature of attention is changing. Use the "Impact Equation" to figure out what you're doing right and wrong. Apply it to a blog, a tweet, a video, or a mainstream advertising campaign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers. "The Impact Equation" will give you the tools to guarantee your message will be heard. "Their advice on the importance of being able to write to make a splash online is solid ...when it comes to building a brand online Brogan and Smith have been there and done that". ("The Financial Times"). Chris Brogan and Julien Smith are consultants and speakers who have worked with Fortune 500 companies, including PepsiCo, General Motors, American Express, and Microsoft. They have been involved in online communities and blogging for more than fifteen years. Their first book, "Trust Agents", was a "New York Times" bestseller.

Chris Brogan and Julien Smith, authors of "Trust Agents", are back with "The Impact Equation" to show you how to make social media pay. What can the Impact Equation do for you? IMPACT = C (R+E+A+T+E) Contrast: Does your idea stand out? Reach: How many people do you connect to? Exposure: How often does your audience hear from you? Articulation: Is your idea clear enough? Trust: Do people believe you? Echo: Does your idea connect to your audience? When Chris Brogan and Julien Smith wrote their bestseller "Trust Agents", being interesting on the Web was enough to build an audience. Now everybody has a platform. But most of them are just making noise. In "The Impact Equation", Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your

The Secret Of Selling Anything

Author: Harry Browne    

179 pages    

published: 2014


In this book, Harry Browne pokes holes in myths around what makes a good salesperson. He shows the reader why selling is not necessarily an inborn trait.

This book dissects the personality traits said to provide a natural advantage in sales and shows how they can be a liability. Instead, Browne introduces the power of paying attention to potential customers and why honesty instead of flamboyance wins clients.

The book also explains why it is vital to know the motivation behind potential customers, and how to use this motivation to make an effective sales pitch.

If you've read other selling books, you're probably tired of the false promises that never quite work out. You're probably tired of being told "you can do it if you just believe you can. This book is: A road map to success for the salesman… who is not aggressive – who is not a “smooth talker” – and who is not an extrovert.You're probably tired of reading about tricks that made a particular sale ~ tricks that may have been appropriate to a particular situation, but not yours ~ and even if they were appropriate, how would you have thought of them at the right time?If you've read books on selling before or listened to "sales experts," you're probably tired of being pumped with hot air ~ told how you must "come alive," be full of enthusiasm, dominate the world 

around ~ all the things that don't happen to be a part of your basic nature.Well, this book isn't anything like that. In fact, this book was written to refute many cliches of selling that have been accepted without question for years.This book will prove to you, I hope, that the stereotyped image of the "born salesman" is a mistake. You don't have to remake your personality and become super-enthusiastic, super-aggressive, domineering. Not only are those traits not necessary, they are actually a hindrance to making sales.And you won't have to develop that uncanny ability to come up with the right answer at the right time ~ that super-human knack of having the brilliant flash of insight that is so prevalent in books on selling. Sure, given several days to think about it, the writer of a sales book can always come up with a solution to a sales problem. But how does that help you when confronted face-to-face with a question that must be answered now? This book will show you that you don't need such skills.This book can truly revolutionize your selling career ~ but only because it will show you that you no longer need to waste your time developing skills that are of no value to a salesman. For example, here are some of the points that will be made in the course of this book:-- Contrary to the accepted mythology, enthusiasm is not a virtue; it destroys more sales than it creates.-- "Positive thinking" is an unrealistic fallacy. The salesman who thinks negatively has a far greater chance for success than the so-called "positive thinker."-- Sales success does not come from convincing people to buy things they don't want.-- The salesman who always has an answer for every objection is also probably plugging along with a very low income.-- Extroverts don't make the best salesmen; they are invariably outsold by introverts.-- To be a good salesman, you don't have to be a "smooth talker".-- Another all-time sales fallacy is the statement "When the going gets tough, the tough get going". When the going gets tough, I usually take a vacation.-- The desire to be able to motivate others is unrealistic and foolish. A really-great salesman will never try to motivate anyonePerhaps all of this sounds so far removed from what you've heard about selling through the years that you wonder how it could possibly be true. I intend to demonstrate the validity of these statements in two ways.First, my own experience verifies their worth. Almost invariably, in any selling experience where I've found myself, I have outsold everyone else around me ~ usually while working far fewer hours.In addition, I've seen these principles work for a few others, too ~ a very few, for they are unknown to most people.But there is nothing mysterious about them ~ and that brings us to second way in which I will demonstrate their validity. I will prove them to you. We will deal with life logically and carefully in this book. Everything will be proven in terms of the real world as it is ~ in ways we can both

This is a book that you really have to read a few times to get it into your head, because there are so much info, so many details that can be hard to grasp, so i will have to read it more times.The book has a lot of information about headlines and how to use head lines in advertising and also how headlines have been used before by the 

The One Sentence Persuasion Course: 27 Words To Make The World Do Your Bidding

Author:Blair Warren      

36 pages    

published: 2005    

Amazon Bestseller Ranking:

#3 in One Hour Business & Money Short Reads

#5 in One Hour Self- Help Short Reads

#26 in Sales & Selling

If you can master the art of persuasion, you can reach unimaginable heights in your business. The One Sentence Persuasion Course is one of the top business books to quickly learn this important skill.

Blair Warren shares the secrets of persuasion, researched obsessively for more than a decade, in this short but powerful book. He distills his highly effective methods into one practical sentence.

This book teaches you to use persuasive language not only in marketing but in any situation where you want people to take action.

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Note: This is the UPDATED and EXPANDED version of The One Sentence Persuasion Course - NOT the free version that was initially released in 2005. The original material was updated and expanded several years later and re-released as a commercial mp3 product. This Kindle version contains all the material from the mp3 and is the only place you will find the expanded version in written form. If you've only read the original free version of The One Sentence Persuasion Course, you haven't read anything yet. (8,500 Words) Even the most powerful persuasion strategies are useless if you can't remember them when you need them.

From The One Sentence Persuasion Course…

s it possible to capture and communicate anything of value about persuasion in a single sentence? It is. And I'm about to prove it. But 

first, let me tell you why I've gone to this extremeStudying persuasion and influence is one of my deepest passions and has consumed an embarrassingly large about of my time and energy for over a decade. I have family and friends who say my pursuit borders on obsession. They are wrong. It crossed the line long ago.

I know of no subject more fascinating, more empowering, more profitable and, unfortunately, more confusing. This confusion is more than unfortunate. It is also largely, unnecessary.Given the pace of today's world, it has never been easier to be powerfully persuasive. Never. It doesn't require good looks, a silver tongue, or infallible logic. It doesn't require confidence, charisma, or a magnetic personality. It is a simple matter when one cuts through all the smoke. It's cutting though the smoke that's the hard part.In fact, if you have yet to develop your persuasion powers to the level you want, it likely has nothing to do with you. Given this shell game of strategies and misinformation available it is a wonder we are able to still understand each other, much less persuade each other.If this barrage of techno-jargon has left you more confused than empowered, take a deep breath and relax. We're about to take aim at this confusion, blow away the smoke, and make things as simple as possible. In fact, we'll nail it down to a single sentence. Just 27 words. And with these words, we can work miracles. But first, we must clear away some smoke. amazon.ccm

Tested Advertising Methods

Author: John Caples    

269 pages    


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John Caples focuses on small businesses and looks at ways of creating affordable advertising that gets results. The book explores the power of headlines and why these alone could determine the impact of your advertising.Tested Advertising Methods is also a guideline for writers packed with tips on grabbing attention with your ads. Caples notes that giving the audience a reason to purchase the product or service is the most crucial aspect of an advertisement.

A legend in advertising for more than 60 years, John Caples still serves as a guide to generations of creative marketing people. Now his classic work on how to create successful advertising has been updated by respected advertising consultant Fred Hahn. It retains all the clarity, candid analysis, time-tested experience and invaluable award-winning ideas from the original, while bringing it right up-to-the-minute on the many new changes in the field.

To think that this was written in the 60's is just phenomenal.
I wonder where this book was when I went to ad school.There, they don't teach us what really works. But in this book, you'll see the ideas behind one of the greatest ad man in history. John Caples shows you 31 ways to write headlines, 3 classes of succesful headlines, 17 waysto

 test your ads, the 4 best appeals you ad should have, and much much more.If you have a business or you work with marketing, just go read this book.Max Peters on

Cashvertising:How To Use More Than 100 Secrets Of Ad Agency Psychology To Make Big Money Selling Anything To Anyone

Author: Drew Eric Whitman    

208 pages    

published: 2008

Amazon Bestseller Ranking:

#68 in Advertising (Books)


Drew Eric Whitman teaches you to use the same techniques being used in big-budget ad campaigns created by top ad agencies. The book takes you through the headlines and captions that were successful and explains why they work. Although the book centers on advertising for print, the guidelines can be applied for broadcast and online advertising as well. The book is short, catchy and uses real-life examples that will help you improve your marketing.

One of the best marketing books I have ever read I've read many marketing and copywriting books over the last few years and most of them are very dry and boring but this one was so fun to read. It basically takes all the major advertising concepts from many of the great marketers such as David Ogylvy, Claude Hopkins, John Caples ect. and condenses them into one fun and easy to read book.
If you could only buy one book on marketing and copywriting, this book would be the best bang for your buck. Thomas Doll on

New York's biggest ad agencies use dozens of these little-known secrets every day to influence people to buy. And now--thanks to Cashvertising--you can, too. And it won't matter one bit whether you're a corporate giant or a mom-and-pop pizza shop. These

techniques are based on human psychology. They work no matter where you're located, no matter what kind of product or service you sell, and no matter where you advertise. In fact, most don't cost a penny to use. 

Like a wild roller-coaster ride through the streets of Madison Avenue, Cashvertising teaches you the tips, tricks, and strategies that New York's top gun copywriters and designers use to persuade people to buy like crazy. No matter what you sell--or how you sell it, this practical, fast-paced book will teach you: 

  • How to create powerful ads, brochures, sales letters, Websites, and more

  • How to make people believe what you say

  • Sneaky ways to persuade people to respond

  • Effective tricks for writing magnetic headlines

  • What mistakes to all costs!

  • What you should always/never do in your ads

  • Expert formulas, guidance, tips and strategies

So MUCH useful information!!! This book, although not very large, is PACKED with research-based tips to help one write ads, letters, & online copy that is effective and sells. I sell antiques on eBay, and using just a few of the tips on this book (creating better headlines and changing font color), my sales have increased almost immediately! This book is amazing and I highly recommend it. Please mark if you find my review helpful. Thank you so much! Baby on

The Boron Letters

Author: Gary Halbert  

146  pages    


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This book is a collection of letters from one of the best copywriters of the direct mail era, Gary Halpert, to his son. Halpert writes about his approach to writing super-effective sales copy, as well as giving general life advice.

Halpert emphasizes that the most critical part of the sales message is not the content but the preparation that comes before it. He describes the process that a copywriter should go through before sitting down to write, including market research and deciding on a product.

A series of letters by history’s greatest copywriter Gary C. Halbert, explaining insider tactics and sage wisdom to his youngest son Bond. Once only available as part of a paid monthly premium, The Boron Letters are unique in the marketing universe and now they are a bona fide cult classic among direct response marketers and copywriters around the world. The letters inside are written from a father to a son, in a loving way that goes far beyond a mere sales book or fancy "boardroom" advertising advice... It's more than a Master's Degree in selling & persuasion…it's hands-down the best SPECIFIC and 

ACTIONABLE training on how to convince people to buy your products or services than I have ever read. The Boron Letters contain knowledge well beyond selling. The letters also explain how to navigate life's hurdles. This marketing classic is personal and easily digestible. Plus... immediately after reading the first chapters, you can go out and make money and a real, noticeable difference in your marketplace. There are very few successful direct response marketers (online or off) who don't owe something to Gary Halbert…and for many of them, The Boron Letters is the crown jewel in their collection. Copywriters and marketers read and re-read The Boron Letters over and over again for a reason. These strategies, secrets and tips are going to be relevant 5, 10, even 100 years from now because they deal honestly with the part of human psychology which never changes, how to convince and convert folks into buyers. Bottom line? Read the first chapter. Get into the flow of Gary's mind. Then read the second. I dare you to NOT finish the entire darn thing. After you put a few of the lessons into practice, you too will find yourself reading The Boron Letters again and again like so many of today’s top marketers. If you don’t already have your copy get it now. I promise you won't regret it. My best, Lawton Chiles on

The Ultimate Sales Machine: Turbocharge Your Business With Relentless Focus on 12 Key Strategies

Author: Chet Holmes      

252 pages    

published: 2007

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Amazon Bestseller Ranking:

#1n in User Experience & Website Usability

#1 in Web Design

#3 in Data Processing

#15 in Business Structural Adjustment

#17 in Organisational Change (Books)

#23 in Production & Operations

Chet Holmes makes an argument against the tendency to switch strategies and focus on too many things at once when trying to improve sales. Instead, he lays out 12 key areas that can impact your business and advises focussing on just one at a time.

Holmes outlines a disciplined approach to growth. With continuous improvement in each area, he promises a radical transformation of your business over time.

Chet Holmes helps his clients blow away both the competition and their own expectations. And his advice starts with one simple concept: focus! Instead of trying to master four thousand strategies to improve your business, zero in on the few essential skill areas that make the big difference.The Ultimate Sales Machine shows you how to tune up and soup up virtually every part of your business by spending just an hour per week on each impact area you want to improve?sales, marketing, management, and;com

The Ultimate Sales Machine" is an amazing book that will powerfully change the way you do business. Chet Holmes is a one-of-a-kind talent and this incredibly practical book is the embodiment of his highly successful approach. (Stephen M. R. Covey, author of "The Speed of Trust")"The Ultimate Sales

Machine" [is] a book that puts it all together to help you dramatically increase your sales if you are wise enough to follow its advice. (Michael Gerber, bestselling author of "The E-Myth" and "E-Myth Revisited")Chet has the best material Ive seen for how to attract an army of top producers and how to get the most out of them once you get them. (T. Harv Eker, bestselling author of "Secrets of the Millionaire Mind")Chet not only knows more and better ways to grow sales than probably anyone, but even more important, he has the systems that make his concepts realistic and easy to implement. Most of the books Ive read on business growth are interesting. But this mans material is out-of- the-park great. (Loral Langemeier, author of "The Millionaire Makers Guide to Creating a Cash Machine for Life")Chet Holmes is one of the greatest teachers of marketing, sales, and business success in the world today. This incredible book will supercharge results in every part of your business. (Brian Tracy, author of "The Way to Wealth")No hype or theory here. Chet offers sound, yet simple, business advice to grow your business stronger than ever! (Tom Hopkins, author of "How to Master the Art of Selling")Reading Chet Holmess book can turn your business into a high-performing, massively profitable, superior money-making force in whatever field or market you compete in. . . . Its essential reading for anyone craving business greatness and prosperity. (Jay Abraham, author of "Getting Everything You Can Out of All Youve Got") This book will be a classic for as long as businesses seek to improve their profits, their sales, and their futures. (Jay Conrad Levinson, author of the Guerrilla Marketing series)

Chet Holmes has been called "one of the top 20 change experts in the country." He helps his clients blow away both the competition and their own expectations. And his advice starts with one simple concept: focus! Instead of trying to master four thousand strategies to improve your business, zero in on the few essential skill areas that make the big difference.Too many managers jump at every new trend, but don't stick with any of them. Instead, says Holmes, focus on twelve critical areas of improvement?one at a time?and practice them over and over with pigheaded discipline.The Ultimate Sales Machine shows you how to tune up and soup up virtually every part of your business by spending just an hour per week on each impact area you want to improve. Like a tennis player who hits nothing but backhands for a few hours a week to perfect his game, you can systematically improve each key area. Google BooksHolmes offers proven strategies for: 

  • Management: Teach your people how to work smarter, not harder

  • Marketing: Get more bang from your Web site, advertising, trade shows, and public relations

  • Sales: Perfect every sales interaction by working on sales, not just in sales

The Ultimate Sales Machine will put you and your company on a path to success and help you stay there Google Books

Getting Everything You Can Out Of All You've Got: 21 Ways You Can Out-Think, Out-Perform And Put-Earn The Competition

Author: Jay Abraham    

384 pages    

published: 2001  

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In this book, marketing guru Jay Abraham puts together 21 practical theories for effective marketing and sales. In a step-by-step format, Abraham explains each concept with real-life examples and actionable advice.He describes how a passion for what you are selling translates into more effective marketing, happier clients, and more referrals. This book will help you build customer loyalty, and prioritize your marketing efforts. If you want your business to stand out, this book will show you how.

A trusted advisor to America's top corporations and recognized as one of today's preeminent marketing experts, Jay Abraham has created a program of proven strategies to help you realize undreamed-of success! Unseen opportunities face each of us every day. Using clear examples from his own experience, Jay explains just how easy it can be to find and/or create new opportunities for wealth-building in any existing business, enterprise, or venture. 

And just how easy can it be? One entrepreneur took the concept of the ballpoint pen and refined it into a mulimillion-dollar idea: roll-on deodorant. Fred Smith of Federal Express took the methods that banks use for clearing checks to develop an overnight delivery company that has revolutionized the way we do business. Now, what have you seen-- or are going to see-- that you could take and turn

to youradvantage? In Getting Everything You Can Out of All You've Got: 21 Ways You Can Out-Think, Out-Perform, and Out-Earn the Competition, the program focuses on helping you spot the hidden assets, overlooked opportunities, and untapped resources around you, and gives you, and gives you fresh eyes with which to see and capitalize on them. You'll also learn how to adapt and apply these tools to your unique circumstances to maximize your income, influence, power, and success.

Jay Abraham is a legend in marketing circles. This book is the single best business book I've probably ever read. He breaks things down into simple concepts to help you focus on what really matters to achieve results. It's been very useful for impacting strategy of our new company...Resder pon

#1 New York Times Business Bestseller 
#1 Wall Street Journal Business Bestseller
#1 Washington Post Bestseller

To Sell Is Human:

The Surprising Truth About Moving Others

Author: Dan Pink  

272 pages        

published: 2012  

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In this book, Daniel H. Pink looks at the concepts of persuasion and selling from a broad perspective. He demonstrates how everyone is in the business of sales, whether or not you sell products. Persuading others to take action is the essence of sales and the key to getting any of your ideas off the ground. In one of the top business books about persuasion, Pink explains the science and psychology behind selling. He provides actionable frameworks to help you clarify your message and become more persuasive in every interaction, from business meetings to parenting.

From the bestselling author of Drive and A Whole New Mind comes a surprising--and surprisingly useful--new book that explores the power of selling in our lives.According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. Every day more than fifteen million people earn their keep by persuading someone else to make a purchae. But dig deeper and a startling truth emerges:Yes, one in nine Americans works in sales. But so do the other eigh.   Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we 

spend our days trying to move others. Like it or not, we’re all in sales now.To Sell Is Human offers a fresh look at the art and science of selling. As he did in Drive and A Whole New Mind, Daniel H. Pink draws on a rich trove of social science for his counterintuitive insights. He reveals the new ABCs of moving others (it's no longer "Always Be Closing"), explains why extraverts don't make the best salespeople, and shows how giving people an "off-ramp" for their actions can matter more than actually changing their minds.Along the way, Pink describes the six successors to the elevator pitch, the three rules for understanding another's perspective, the five frames that can make your message clearer and more persuasive, and much more. The result is a perceptive and practical book--one that will change how you see the world and transform what you do at work, at school, and at home

According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. More than fifteen million people earn their keep by convincing someone else to make a purchase.
But dig deeper and a startling truth emerges: Yes, one in nine Americans works in sales—but so do the other eight out of nine. Whether we're entrepreneurs persuading funders, employees pitching colleagues, or parents and teachers cajoling kids, we spend our days trying to move others. Today, like it or not, we're all in sales. Or as Daniel H. Pink puts it, everyone is in the "moving business."
In this provocative book, Pink offers a fresh look at the art and science of selling. He shows that sales, whether pushing a product or peddling an idea, isn't what it used to be. Because of powerful economic changes, the glad-handing, truth-bending form of sales is a relic. In its place is a new approach to moving people that involves three very human qualities and four surprising skills.
As he did in Drive and A Whole New Mind, Pink lays out the science for his counterintuitive insights, offers vivid examples and stories, and provides readers with tools to put the ideas into action. Smart yet accessible, bold yet well argued, this is the first book on sales for people who've never read a book about sales. It will change how you see your world and transform what you do at work, at school, and at home.

Don't Make Me Think, Revisited:

A Common Sense Approach To Web Usability

Author: Steve Krug      

216 pages      

published: 2000


Amazon Bestseller Ranking:

#1 in User Experience & Website Usability

#1 in Web Design (Books)

#3 in Data Processing

Since a website is often the first point of contact between a business and a potential customer, it’s essential that you get it right. In this book, Steve Krug simplifies the complex world of web design for maximum impact.This short book offers practical guidelines and specific tips that will ensure your website is not only functional but effective. If you are an entrepreneur, web designer or marketing manager, this book is for you.Different levels of management view a company’s website from different perspectives. This book shows you how to look beyond this to the perspective that matters most — customer usability.

Since Don’t Make Me Think was first published in 2000, over 400,000 Web designers and developers have relied on Steve Krug’s guide to help them understand the principles of intuitive navigation and information design.
In this 3rd edition, Steve returns with fresh perspective to reexamine the principles that made Don’t Make Me 

Think a classic-–with updated examples and anew chapter on mobile usability. And it’s still short, profusely illustrated…and best of all–fun to read.If you’ve read it before, you’ll rediscover what made Don’t Make Me Think so essential to Web designers and developers around the world. If you’ve never read it, you’ll see why so many people have said it should be required reading for anyone working on Web sites.

Since Don’t Make Me Think was first published in 2000, hundreds of thousands of Web designers and developers have relied on usability guru Steve Krug’s guide to help them understand the principles of intuitive navigation and information design. Witty, commonsensical, and eminently practical, it’s one of the best-loved and most recommended books on the subject. Now Steve returns with fresh perspective to reexamine the principles that made Don’t Make Me Think a classic–with updated examples and a new chapter on mobile usability. And it’s still short, profusely illustrated…and best of all–fun to read. If you’ve read it before, you’ll rediscover what made Don’t Make Me Think so essential to Web designers and developers around the world. If you’ve never read it, you’ll see why so many people have said it should be required reading for anyone working on Web sites. “After reading it over a couple of hours and putting its ideas to work for the past five years, I can say it has done more to improve my abilities as a Web designer than any other book.” –Jeffrey Zeldman, author of Designing with Web Standards on

When Coffee And Kale Compete:

Become Great At Making Products People Will Buy

Author: Alan Klement    

228 pages    

published: 2018


Customers are naturally drawn towards products or services that can provide a solution to their current problem. Alan Klement explores a unique way of identifying your the customers’ needs.

Klement’s theory, named Jobs-to-be-done, states that for every purchase, there is a job the customer needs to be done. The book will help you look at products as problem-solving tools. When you understand the underlying problem, you can create irresistible solutions and sell more products.This book is a must-read for anyone running a business or working in sales and marketing.

There are several different camps who lay claim to Jobs to be Done; the theory that people have things in their lives they're trying to accomplish, and they "hire" products and services to get them done. 
I first read books about JTBD by Harvard Business School professor Clay Christensen and Strategyn founder Tony Ulwick. I was intrigued when I came across this ebook by Klement, who claims to be evolving JTBD theory. Klement is very contrarian on Twitter, so I wasnt sure if I'd like this book. It was definitely an easy read, which made JTBD feel more "accessible" for someone who wanted to integrate it into my work. The problem? (and the reason I'm updating this review a year later?) This "evolving theory" isn't an improvement over more established works. There's also zero case studies supporting his 

claims, which seems to make it a hypothesis, not a theory at all. When I first read this book, I thought I better understood this approach.. but the details of how it can help innovators are noticeably absent. So, eat read but hard to actually do anything with. I used to recommend this book, but now I'd say that if you really want to understand how Jobs to be Done can help you create products or services, look to other sources. Andrea Hill on

A Job to be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one, but cannot because there are constraints that stop her. When Coffee and Kale Compete by Alan Klement helps you become better at creating and selling products that people will buy. Your joy at work will grow. You will know how to help companies increase profits, reduce waste, and remain competitive. In doing so, you will help economies prosper, and help provide stable jobs for employees and the families that depend on them. Top entrepreneurs, business owners, and Alan himself share their experiences of how they used Job to be Done to help them create successful products. Alan not only relates success stories but also gives examples of products and companies that failed. The experiences of others will help you make the best choices for your own company or the company where you work. You will also learn how to analyze the competition and make customers notice your product. The knowledge in this book will help you boost growth for your product and business.

It's Not How Good You Are, It's How Good You Want To Be

Author: Paul Arden    

144 pages    

published: 2006

Amazon Bestseller Ranking:

#8 in Advertising Graphic Design

#33 in Advertising (Books)

#95 in Sales & Selling (Books)

Paul Arden explains why it is possible to achieve anything you set your mind to in this brilliantly packaged motivational book. Because he spent many years as a top advertising executive, Arden’s book is full of surprisingly practical marketing wisdom.This beautifully designed and short book makes a big impact, using quotes, humor, and quick hits of inspiration. If you are looking for a source of encouragement, motivation, and hope, this book is for you.

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It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all notions that can be applied to aspects of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must! 

Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including 

British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis.

A Job to be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one, but cannot because there are constraints that stop her. When Coffee and Kale Compete by Alan Klement helps you become better at creating and selling products that people will buy. Your joy at work will grow. You will know how to help companies increase profits, reduce waste, and remain competitive. In doing so, you will help economies prosper, and help provide stable jobs for employees and the families that depend on them. Top entrepreneurs, business owners, and Alan himself share their experiences of how they used Job to be Done to help them create successful products. Alan not only relates success stories but also gives examples of products and companies that failed. The experiences of others will help you make the best choices for your own company or the company where you work. You will also learn how to analyze the competition and make customers notice your product. The knowledge in this book will help you boost growth for your product and business.

Whatever You Think, Think The Opposite

Author: Paul Arden      

128 pages      

published: 2003 

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This book emphasizes the power of positive thinking, the cost of bad decisions. Former advertising executive Paul Arden’s philosophy is that our lives are the product of our thoughts. He urges stepping out of comfort zones and taking risks.

The book is short, with striking design and photos throughout. If you are feeling stuck in life or you have made mistakes that threaten to end your business, this book is the antidote that you need.

The bestselling author of It's Not How Good You Are, It's How Good You Want To Be Paul Arden turns logic and common sense on its head in Whatever You Think, Think the Opposite and gives you the confidence to take bigger risks and enjoy your work more than you can imagine. Have you ever considered the extraordinary power of making bad decisions, being unreasonable, and taking dangerous, unadvisable risks? Has it ever occurred to you that nothing is more dangerous than playing it safe, or that the straight and narrow path may lead you right off a cliff? Paul Arden has become a global business guru on the strength of such radical insights. His first book, It's Not How Good You Are, It's How Good You Want to Be, became a word of mouth classic, selling more than half a million copies. Instead of the usual boring advice, he offered daring quips, aphorisms, and 

paradoxes - all seeking to revise what we habitually hold as our 'common sense'. Whatever You Think, Think the Opposite is an even more daring attack on the way we look at our work and our world. Whether you sell, manage, or buy, Arden will inspire you with his counterintuitive axioms, startling anecdotes, brilliant photographs, and offbeat quotations from artists, scientists, and philosophers. Whatever You Think, Think the Opposite will force you to rethink everything. And it will give you the confidence to take bigger risks and enjoy your work more than you can imagine. 'Brilliant, bad, charming, irascible and totally off the wall, Paul Arden is an original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn't, well, common' Roger Kennedy, Saatchi & Saatchi Paul Arden spent 14 years as the Executive Creative Director at Saatchi & Saatchi. He was responsible for some of the UK's most successful advertising campaigns - British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. In 1993 he set up the film production company Arden Sutherland-Dodd. His first book sold over half a million copies. He has a weekly column in the Independent and recently opened a photographic gallery in his hometown,

The inspired follow-up to the international bestseller It's Not How Good You Are, It's How Good You Want to Be. Bursting with ideas, innovations, art, philosophy, science, and brilliantly bad advice from Paul Arden--a cult figure in the worlds of advertising, art, design, and marketing--Whatever You Think, Think the Opposite offers a new way to approach business and life.

You, Inc,: The Art Of Selling Yourself

Authors:  Harry Beckwith & Christine Cliifford Beckwith

352 pages      

published: 2007

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You, Inc. teach ways to improve and market yourself, for the sake of business and personal success. The authors explain how every success you have depends on how well you can sell yourself — your companionship, your ideas, and your business.

In a conversational tone, this book shares some ways to be more likable, maximize strengths, and improve weaknesses. It emphasizes the importance of first impressions and how they impact your relationships and business.

You, Inc. is really a great book. There is both good news and bad news about the book. It is extremely easy to read. You simply fly through the book. Which is good and bad. The lessons are so short and there are so many of them, it makes it difficult to absorb and remember all the great information.But it is a book that you can pick up anytime and start reading anywhere in the book and find something valuable. All the lessons stand on their own. Harry presents over 150 ideas and lessons about how to make your business and/or yourself better.If you are familiar with his other best selling works, "Selling the Invisible" and "What Client's Love", you will feel very comfortable with this book. (If you have not read these two book, I highly recommend them.)As you read the book, you will find yourself saying, "I know that." But as Harry instructs

there is a huge difference between knowing and doing. And all too often, we think because we know, we do. As Beckwith points out, that is simply not the case. John Cancellor on

In You, Inc. Beckwith provides practical tips, anecdotes and insights based on his 30 years of marketing and selling his advertising services. Beckwith learned early on in his career that no matter what product you're selling, the most important component of the product is you. In You, Inc.: A Field Guide to Selling Yourself, Beckwith relates tantalizing tidbits and real stories of how to harness your enthusiasm with an ability to impress your key accounts.Written in his traditional homespun style, Beckwith offers doses of humour and pithy knowledge to anyone who wants to seal the deal and thrive in business.

If after reading a book you can walk away with just one view point or idea that inspires or enlightens, the book has succeeded. The Beckwiths do this time and again, delivering smart lessons in easily digestable sound bites. In this book, they shine a light on their own wisdom which has informed their own style. First, they aptly point out that everyone has to master the job of selling. Whenever you have to get the attention of someone, get them to understand and then get them to respond, you are selling. Sometimes you want to do that proactively and sometimes you have to do that just to be who you are, or as they say, "Some people will undervalue you. Make a plan to set them right."When selling, you are not competing against others necessarily, but against distraction and stereotyping among other influences. Given that, the Beckwiths' very own style -- presenting captivating stories which consider by-necessity short attention spans -- demonstrates how to communicate in a way which sticks. Some of the other lessons on dressing and communicating are pretty fundamental. But all the other lessons stitched together create a message with heart: "if you are selling yourself, you are selling your spirit."

Carolyn Thornlowe on

Selling The Invisible:

A Field Guide To Modern Marketing

Harry  Beckwith      

252 pages        

                   published: 1997                         

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Different than most marketing books, Selling the Invisible is about selling services, as opposed to physical products. Harry Beckwith talks about the essential aspects of marketing service products, including market research, identifying your customers, and conveying value.

This easily digestible book will teach you how to create a brand, as well as use word of mouth and referrals to grow your business.

You can't touch, hear, or see your company's most important products... So how do you sell, develop, make them grow That's the problem with services. This "phenomenal" book, as one reviewer called it, answers that question with insights on how markets work and how prospects think. A treasury of hundreds of quick, practical, and easy-to-read strategies-few are more than a page long-Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing, including: * Why focus groups, value-price positioning, discount pricing, and being the best usually fail * The critical emotion that most influences your prospects-and how to deal with it * The vital role of vividness, focus, "anchors," and stereotypes * The importance of Halo, Cocktail Party, and Lake Wobegon Effects * Marketing lessons from black holes, grocery lists, the Hearsay Rule, and the fame of the Matterhorn * Dozens of 

proven yet consistently over-looked ideas for research, presentations, publicity, advertising, and client retention ...and much more. Based on the author's twenty-five years of experience with thousands of business professionals, this book delivers its wisdom with unforgettable and often surprising examples-from Federal Express, Citicorp, and a growing Greek travel an ingenious baby-sitter, Fran Lebowitz, and the colors of oranges and lemons. The first guide of its kind and a book already causing a sensation in the business community, Selling the Invisible will help anyone marketing a service, a product, or a career. Read it, and you almost certainly will understand why two advance reviewers call it the best book on business ever written.

Amazing book packed with excellent tips for marketing to consumers! The author gives you valuable insight into the emotions that affect customers decisions. This book is extremely interesting - for anyone who buys or sells anything! I highly recommend this book. Please mark if you find my review helpful. Thank you so much! Peggy on

This book is timeless. I'm so glad someone mentioned it to me during a conversation, I mean a rant, about how there is a lack of true customer service in business today. I want everyone in my organization to read this book and even give them a quiz about what they learned and how they will use what they did get out of the book. I recommend to every business owner and everyone in marketing, which you will learn, is everyone who spwaks to a customer.Charles Carlton on

This is one of my favorite books that I have ever read. It is an easy read yet it still contains a large amount of actionable advice. I will be keeping this book and referencing it a lot as I am starting my career as a financial advisor. I highly recommend this to anyone involved in any industry because there is a service element to everything! Brandon G. on

Almost 150 reviews at this point for this text, spanning consistently over a period of the 10 years it has been written. This reviewer recalls the recent "The Wall Street Journal" article which questioned whether such a high number of reviews for a single product is ever warranted. In the case at hand, this reviewer believes that so many reviews, with such positive feedback, is testament to the quality of the original content as well as to the ongoing (and arguably increasing) relevancy of the material. Services marketing is the subject of this masterwork, and while subtitles for other books can be misleading at times, "Selling the Invisible" is truly a field guide to modern marketing - in the words of Beckwith a "how-to-think-about book", not necessarily a "how-to" book, "because if you think like these new marketers - if you think more broadly and deeply about services and their prospects - you will figure out dozens of better ways to grow your business". The author explains that "this book is for all those service marketers: the 80 percent of us who do not manufacture products - and the other 20 percent who do", and that "the new marketing is more than a way of doing; it is a way of thinking. It begins with an understanding of the distinctive characteristics of services - their invisibility and intangibility - and of the unique nature of service prospects and users - their fear, their limited time, their sometimes illogical ways of making decisions, and their most important drives and needs." The format of this book greatly aids the content, as it is divided into chapters by subject matter and further broken down into discussions of 1 to 3 pages that are expected to be easily digestible by even the most book-weary readers. The core problem of service marketing, service quality, is first discussed, followed by a discussion on improving service quality, and later the fundamentals of service marketing: defining one's business and understanding what customers are really purchasing, positioning one's service, understanding prospects and buying behavior, and communicating to prospects. As a consultant, this reviewer was reminded of Gerald M. Weinberg's "The Secrets of Consulting: A Guide to Giving and Getting Advice Successfully" (see my review) while reading this text, because, like Weinberg, Beckwith brilliantly leads the reader through his thoughts one step at a time through subject matter that is not always intuitive, and is so fluent in his subject material that he is also able to arrive at his own principles and rules to elegantly apply the lessons that he has learned throughout his career. While this book is a quick read, the content might take time to digest if the reader is not familiar with service marketing. One of the quotes on the back of the hardcover edition of this book especially rings true: "After just forty-eight pages I'd written ten pages of notes and had more ideas than I could implement in a year. Terrific." As a consultant, this reviewer highly recommends this book to everyone in business, especially the chapter that addresses what the author views as the 18 fallacies of planning.Erik Gfesser on

Crossing The Chasm: Marketing And Selling Disruptive Products To Mainstream Customers

Author:Geoffrey A. Moore    

288 pages      

published: 2014 

Amazon Bestseller Ranking:

#85 in Advertising (Kindle Store)

#92 in Starting a Business

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Introducing a brand new product to a mainstream market can be scary to even the most experienced marketers. However, with the wisdom in this book, there is no need to fear.

Marketing guru Geoffrey Moore explains how cutting-edge products can instantly capture a large market and attract a huge customer base. He uses real-life examples of innovative products breaking into the mainstream. This book promises to change the way you market your business and in turn improve your life completely.

The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketingIn Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption

The book adressed a lot of issues relevant to my current company directly.
First of all, the chasm model applies in B2B scenarios. This is not a b2c marketing book even if some ideas do apply.What I found interesting was that this book provides this model describing 5 different types of customers. Then we find ways in which to address these customers, the proper timings, the proper sales pitches, the product pricing, the competitors, the strategic partnerships, the development team, and even the compensation appropriate for the team, in order to attack each of the 4 market segments (1 market segment, or psychographic, as the author calls it, being pretty unapproachable).
Awesome book. Reader on

across every segment. This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

This book provides a lucid, updated account about what is involved in successfully introducing and getting mainstream acceptance of disruptive innovations in high tech related businesses that can also be applied more broadly as well (e.g. in other industries, non-profits).I first became aware of Moore’s book “Living on the Fault Line” (see my review of this and “Escape Velocity”) when at CSC Consulting where I also started to hear about his concepts such as the “Technology Adoption Life Cycle.” Given increased recent interest in such topics, it was heartening to discover that Moore had issued a new edition of his initial book which drew me to examine this version. and the book for the first time.The book consists of two parts. Part I is about “Discovering the Chasm” the need to gain support for a disruptive innovation vs. just expecting The Field of Dreams (if you build it they will come) can be realized. Part II is about Crossing the Chasm using an analogy to the WWII D-Day invasion where the group has to: target the point of attack, assemble the invasion force, define the battle, and launch the invasion. A conclusion discusses the financial, organizational and R&D aspects of approaching and leaving the chasm behind. He treats how different stakeholders are involved and mobilized (see my review of  Stakeholder Theory: The State of the Art ). Helpful appendices summarize the high-tech market development model (which is business to business and the subject of Moore’s second book “Inside the Tornado”) and a four gears model for engaging consumers in adopting digital innovations (business to consumer).At the time of this writing, I was doing some work with a non-profit organization advocating treatment and research advances related to mental health issues. I was struck by the notion that Moore’s model could apply in such non-profit sector situations as well (see my review of Daniel Siegel’s  Mindsight: The New Science of Personal Transformation  based on recent neuroscience). It also appeared to me that these ideas could relate to career entrepreneurship (see my review of the book “Value Proposition Design” by A. Osterwalder et al and another of their books, “Business Model You”).Because of my background and interests at the time, my favorite parts had to do with the parts on basic definitions of the technology adoption life cycle and marketing elements such as the diagrams showing “the simplified whole product model” (page 137) and “the competitive positioning compass” (page 167, 189). I was impressed that the revised edition had pertinent references to then current developments such as the evolution of SaaS (Software as a Service) with groups such as when the founders of PeopleSoft overtaken by SAP and Oracle initiated Work Day and contributed to the rise of Cloud Computing. Other cases sited that were particularly relevant to me included the one on Documentum (use in Pharma Regulatory & Safety matters), early targeting of the Mac computer at Corporate Advertising/Art Departments and the graphic appeal of these machines. Moore’s proposed definition of chasm crossing transition roles such as target market segment manager and whole product manager as well as the compensation/reward considerations between them and pioneering salespeople and technologists also stood out for me.So, for an update on chasm crossing for disruptive innovations (and its broader application), take a look at Moore’s most recent edition of his excellent first book. Fred Vheyunski on

The 22 Immutable Laws Of Marketing:

Violate Them At Your Own Risk

Authors:Al Ries & Jack Trout        

160 pages      

published: 1994

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The fundamentals of marketing are broken down into 22 essential rules in this comprehensive primer. Written by marketing professionals Al Reis and Jack Trout, these laws of effective marketing are ignored at your peril.

Rather than a tactical manual, this book goes deep into the underlying principles that govern any marketing endeavor. Concepts of positioning, becoming top of mind, leadership, and sacrifice will help you think bigger and improve your marketing.

As Al Ries and Jack Trout--the world-renowned marketing consultants and bestselling authors of Positioning--note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity. Why then, they ask, shouldn't there also be laws of marketing that must be followed to launch and maintain winning brands? In The 22 Immutable Laws of Marketing, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk.

've read a lot of books on marketing and business (and in additional to running my own medical practice for 35 years) I serve as a business consultant for all kinds of businesses and organizations. I was curious about this book because of the word 'immutable' in the title. Hard to believe that there are 22 'immutable' anythings about any topic. To my surprise, what the authors have to say is quite credible and derived from a LOT of 'real time' examples. While I didn't agree with everything purported by the authors, I got more insight and value from this book than most things I read about business and the points they make are 'take home' and not difficult to apply. It left me looking with 'new eyes' at consulting and what makes businesses successful, and that's usually what I want most for an investment of my time. Keith on

Great marketing can make a company, break a company, or reestablish a company. How does the marketing professional find success? How can they repeat that success? For many marketers, they think it has to do with the brand or the size of their budget. However, we may have found that the answers are not quite what we thought.Marketing veterans Al Ries and Jack Trout give us the benefit of their many learnings from their long30+ years careers. Al and Jack met while working in the marketing department at GE in the 1960s, and quickly became partners consulting for many top Fortune 500 and Fortune 100 companies. Their consulting jobs have taken them across the globe to work in new emerging markets, evolving markets and in the ever-changing global market.Al and Jack propose that the marketing world is governed by 22 laws that they based on their experience. They suggest that these laws can benefit any brand as long as they are honest in their assessment of their current situation and they are willing to let go of their biases and misguided ideas. I believe that by utilizing these rules, any marketing professional and company can maximize their marketing budgets and assist their companies to increase sales Leticia Minkoff on

Over 5 Million Copies Sold

#1 National & International Bestseller

Influence: The Psychology Of Persuasion

Author: Dr. Robert B. Cialdini        

334 pages          

published: 2009


After 35 years of research, Robert B. Cialdini produced this simple, yet complete study on what makes people change their behavior. The book outlines the weapons of influence and teaches readers not only to use them but to guard against them.

Concepts and practices employed in marketing are explained in depth, with examples and stories to illustrate effectiveness. Learning to use ideas like scarcity, social proof, and reciprocity will help you succeed in your marketing.

The foundational and wildly popular go-to resource for influence and persuasion—a renowned international bestseller, with over 5 million copies sold—now revised adding: new research, new insights, new examples, and online applications.In the new edition of this highly acclaimed bestseller, Robert Cialdini—New York Times bestselling author of Pre-Suasion and the seminal expert in the fields of influence and persuasion—explains the psychology of why people say yes and how to apply these insights ethically in business and everyday settings. Using memorable stories and relatable examples, Cialdini makes this crucially important subject surprisingly easy. With Cialdini as a guide, you don’t

have to be a scientist to learn how to use this science.You’ll learn Cialdini’s Universal Principles of Influence, including new research and new uses so you can become an even more skilled persuader—and just as importantly, you’ll learn how to defend yourself against unethical influence attempts. You may think you know these principles, but without understanding their intricacies, you may be ceding their power to someone else.

Cialdini’s Principles of Persuasion:

  • Reciprocation

  • Commitment and Consistency

  • Social Proof 

  • Liking 

  • Authority

  • Scarcity

  • Unity, the newest principle for this edition

Understanding and applying the principles ethically is cost-free and deceptively easy. Backed by Dr. Cialdini’s 35 years of evidence-based, peer-reviewed scientific research—including a three-year field study on what leads people to change—Influence is a comprehensive guide to using these principles to move others in your direction.

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the seminal expert in the rapidly expanding field of influence and persuasion. His thirty-five years of rigorous, evidence-based research along with a three-year program of study on what moves people to change behavior has resulted in this highly acclaimed book.You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

80/20 Sales & Marketing:

The Definitive Guide To working Less And Making More

Author: Perry Marshall    

230 pages      


Amazon Bestseller Ranking:

#62 in Marketing for Small Businesses (Books)

#80 in Web Marketing (Books)


Renowned consultant Perry Marshall provides a twist on the traditional marketing advice. This book teaches that focussing on the top 20 percent of your customers leads to bigger profits.

The book offers advice on analyzing not only your customer base but your skill set and your staff to identify the highest value work in your business. Beyond the 80/20 principle, the book offers specific strategies on marketing and growing a business online, such as split-testing headlines and using ads to find high-quality

When you know how to walk into any situation and see the 80/20's, the 80/20 Principle can solve almost ANY conversion problem.
Any money problem.
"Perry Marshall has something original and extremely useful to say,because he has thought profoundly about the 80/20 Principle. He has come up with some original insights that are literally priceless. You really can change your business and your life."
- Richard Koch, fractional billionaire and author of The 80/20 Principle
"If you don't know who Perry Marshall is--unforgivable. Perry's an honest man in a field rife with charlatans."

- Dan Kennedy, Author, The Ultimate Marketing Plan
If you're a sales and marketing professional, you can save 80 percent of your time and money by zeroing in on the right 20 percent of your market. By page 5 you'll be applying 80/20² and 80/20³ to gain 10X, even 100X the success. With powerful 80/20 software (online, included with the book), you'll apply the Pareto Principle to:

  • Slash time-wasters (page 117)

  • Locate invisible profit centers in your business (page 31)

  • Advertise to hyper-responsive buyers and avoid tire-kickers (page 93)

  • Gain coveted positions on search engines (page 70)

  • Differentiate yourself from rivals (page 67)

  • Gain esteem in your marketplace (page 154)

Created by famed marketing consultant and best-selling author Perry Marshall, unique tools show you exactly how much money you're leaving on the table, and how to put it back in your pocket - then reinvest for even greater success. You'll identify untapped markets (page 164), incremental improvements and high-profit opportunities, gaining time and greater income potential. 
Easy Read
It is an easy read...very accessible, short chapters, and actually quite entertaining," says Susan Kruger, Master of Education & founder of SOAR Study Skills. This book is peppered with stories that demonstrate powerful sales principles.
Built for Speed Learning
Specially marked "Pareto Points" help you digest the most valuable 80/20 Rule applications in 1-5 minutes. Each chapter concludes with a Pareto Summary. The book features an online 1-page "80/20 Cheat Sheet."
80/20 = Law of Nature

The 80/20 Rule is an inviolable law of nature, which makes it the #1 organizing principle of every business. Perry shows how to laser focus the 80/20 Rule in outsourcing, hiring, publicity, controversy, market research, lead generation, and web traffic; online, offline and social media (page 82). He also shows you how to glean huge insights from tiny clues, not only in your own business but from competitors.
Includes Powerful Online Marketing Tools

Supported by online services including The 80/20 Power Curve, which helps you find invisible money, and the Marketing DNA Test, a personal assessment that zeroes in on your natural selling assets, this timeless guide is a game-changer for seasoned and novice marketers
and sellers.

Guided by famed marketing consultant and best-selling author Perry Marshall, sales and marketing professionals save 80 percent of their time and money by zeroing in on the right 20 percent of their market — then apply 80/202 and 80/203 to gain 10X, even 100X the success. With a powerful 80/20 software tool (online, included with the book), sellers and marketers uncover how to slash time-wasters; advertise to hyper-responsive buyers and avoid tire-kickers; gain coveted positions on search engines; differentiate themselves from competitors and gain esteem in their marketplace. With the included tools they’ll see exactly how much money they’re leaving on the table, and how to put it back in their pockets. Sellers will identify untapped markets, high-profit opportunities and incremental improvements, gaining time and greater profit potential. Supported by online tools from Marshall, including The 80/20 Power Curve, a tool that helps you see invisible money, and a Marketing DNA Test, a personal assessment that zeroes in on one’s natural selling assets, this timeless guide promises to change the game for seasoned and novice marketers and sellers.

Crush It!
Why Now Is TheTime To Cash In On Your Passion

Author: Gary Vaynerchuk    

150 pages    

published: 2010     

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Gary Vaynerchuk aims to inspire you to create a passionate and fulfilling life through entrepreneurship. In this motivational book, he talks about how he transformed his local family business into an international brand.

He goes on to describe how to use powerful digital marketing tools to grow your personal brand and create a business around what you love. If you are looking to monetize your passion, this book will provide motivation and guidance to get

In Crush It!, online marketing trailblazer Gary Vaynerchuk tells business owners what they need to do to boost their sales using the internet—just as he has done to build his family’s wine store from a $4 million business to a $60 million one. Crush It! will show readers how to find their passion, then step by step how to turn it into a flourishing, monetized business

The game is changing. The game has changed. And it is only the ones who can adapt to these ever-changing and sunshine means and methods of doing business that will be the most successful beneficiaries of these changes.Gary Vaynerchuk outlines the principles of this fairly new and 

Do you have a hobby you wish you could indulge in all day? An obsession that keeps you up at night? Now is the perfect time to take that passion and make a living doing what you love. In Crush It! Why NOW Is the Time to Cash In on Your Passion, Gary Vaynerchuk shows you how to use the power of the Internet to turn your real interests into real businesses. Gary spent years building his family business from a local wine shop into a national industry leader. Then one day he turned on a video camera, and by using the secrets revealed here, transformed his entire life and earning potential by building his personal brand. By the end of this book, readers will have learned how to harness the power of the Internet to make their entrepreneurial dreams come true. Step by step, Crush It! is the ultimate driver’s manual for modern business

cost effective way to get your business started by taking advantage of social media to get the word out about your business and what you have to offer. He also lays out foundational principles that start with you providing our offering a service or product that you love or find passionately interesting. The possibilities are endless of who you can reach and which untouched markets have yet to discover your brand of what you are selling. A great guide for anyone wishing to start their own business, anyone wishing to expand their business and anyone wishing to learn more about the ways these social media platforms can act as a vehicle to reach vast markets. I have found it very helpful and useful for myself and if you are interested, I am sure you will find it helpful and practical as well. Monica on