Overview of The Book
Broadly, the book is in three parts, dealing with the three important strategic parts of your business: You (and your business), your market and your marketing. Watch a summary in this slide show:
- The new world of business
The World of Business Has Changed
There are nine principles for success in today's connected world ...
- Show Your Face
Show Your Face, Not Just Your Brand
Internet users connect with people, not businesses. Be the face of your brand. Your customers want to learn about you as a person, so they can make a real connection.
- Claim your on-line identity
- Design a positioning statement
- Put it all together in a video
- Lead With Value
Lead With Value, Not With Hype
Big companies with deep pockets can still succeed by throwing a lot of money into advertising campaigns, but most business owners can't. Lead your marketing with value instead.
- Be an expert
- Write and publish high-quality articles
- Leverage your expertise in a blog, newsletter, podcast, slide shows, video, etc.
- Invest in Reputation
Invest in Reputation, Not Just Advertising
Many people will hear about you on-line before they ever visit your Web site. Establish, build and nurture your on-line reputation in a number of places – not just on your Web site.
- Extend your reach with social media
- Learn from peers and colleagues
- Monitor your reputation on-line
- Serve a Niche
Serve a Niche, Not The Mass Market
Most businesses cast their marketing net too wide, scared that if they don't reach out to everybody, they will miss opportunities and lose market share to their competitors. Take the opposite approach: Find a niche, and serve that niche.
- Identify a niche
- Assess it for profitability
- Give Them What They Want
Give Them What They Want, Not Just What You've Got
Most businesses sell what they've got, even if it's not what the customer wants. This can sometimes work, but it's hardly the basis for a strong on-going relationship.
- Conduct on-line surveys
- Know the right questions to ask
- Interpret and use the results
- Build Your Tribe
Build Your Tribe, Don't Chase The Crowd
Build and nurture your "tribe" – the network of people important to your business.
- Insource, outsource and crowdsource
- Collaborate with peers
- Affiliate with influencers
- Engage with customers (create a membership site)
- Sell to advertisers
- Make Connections
Make Connections, Not Just Transactions
The Internet has changed the entire buying process. Buyers are ready to buy when they perceive a need. Sellers are ready to sell when they spot a prospect. Now, the buy cycle often starts long before the seller is even aware there is a cycle.
- Get permission
- Write a high-quality newsletter
- Set Buying Frames
Set Buying Frames
You don't know somebody's frame of mind when they are visiting your Web site. If they're in the wrong frame of mind, they just won't buy.
- Create a path for site visitors
- Write a compelling home page
- Be more persuasive on your Web site
- Use a sales letter template
- Deliver Experiences
Deliver Experiences, Not Just Products and Services
It's no longer good enough to sell just products or services. In simple terms, products can be outsourced to China and services can be outsourced to India. What can't be outsourced are experiences.
- Improve the product experience
- Improve the buying experience
- Fix your shopping cart
- Buy The Book
Did the Internet change your world while you were looking the other way?
Fast, Flat and Free will show you what has changed, and how you can take advantage of it in your business.
Here’s the Table of Contents:
- Part One: Your Business
- 1. Show Your Face: Out of Sight, Out of Business
- 2. Lead With Value: Familiarity Breeds Content
- 3. Invest in Reputation: Talk Your Walk
- Part Two: Your Market
- 4. Serve a Niche: Think Inside the Box
- 5. Give Them What They Want: Ask and Ye Shall Perceive
- 6. Build Your Tribe: It’s a Small World After All
- Part Three: Your Marketing
- 7. Make Connections: The Buck Starts Here
- 8. Set Buying Frames: Come Buy With Me
- 9. Deliver Experiences: Good Things Come in All Packages