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Fanocracy
From the author of New Rules of Marketing & PR, a bold guide to converting customer passion into marketing power. How do some brands attract word-of-mouth buzz and radical devotion around products as everyday as car insurance, b2b software, and underwear? They embody the most powerful marketing force in the world: die-hard fans. In the second edition of this essential book, leading business growth strategist David Meerman Scott and fandom expert Reiko Scott explore the neuroscience of fandom and interview young entrepreneurs, veteran business owners, startup founders, nonprofits, and companies big and small to pinpoint which practices separate organizations that flourish from those stuck in stagnation. They lay out a road map for converting customers' ardor into buying power, pulling one-of-a-kind examples from a wide range of organizations, including: MeUndies, the subscription company that's revolutionizing underwearHeadCount, the nonprofit that registers voters at music concertsGrain Surfboards, the board-building studio that willingly reveals its trade secrets with customersHagerty, the classic-car insurance provider with over 600,000 premier club membersHubSpot, the software company that draws 25,000 attendees to its annual conferenceFor anyone who seeks to harness the force of fandom to revolutionize his or her business, Fanocracy shows the way.
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New Rules of Sales and Service
The essential roadmap for the new realities of selling when buyers are in charge Sales and service are being radically redefined by the biggest communications revolution in human history. Today buyers are in charge! There is no more 'selling'—there is only buying. When potential customers have near perfect information on the web, it means salespeople must transform from authority to consultant, product narratives must tell a story, and businesses must be agile enough to respond before opportunity is lost. The New Rules of Sales and Service demystifies the new digital commercial landscape and shows you how to stay ahead of the pack. Companies large and small are revolutionizing the way business gets done, and this book takes you inside the new methods and strategies that are critical to success in the modern market. Real-world examples illustrate the new marketplace in action, and demonstrate the brilliant utility of taking a new look at your customer and your business. This new edition has been updated to reflect the current reality of this rapidly-evolving sphere, with fresh strategies, new tools, and new stories. Whether you're an independent contractor, a multi-national corporation, a start-up, or a nonprofit, this book is your essential guide to navigating the new digital marketplace. David Meerman Scott provides up-to-the-minute analysis of the current state of the digital commercial landscape, plus expert guidance toward the concepts, strategies, and tools that every business needs now. Among the topics covered in detail: Why the old rules of sales and service no longer work in an always-on worldThe new sales cycle and how informative Web content drives the buying processProviding agile, real-time sales and service 24/7 without letting it rule your lifeThe importance of defining and understanding the buyer personasHow agile customer service retains existing clients and expands new businessWhy content-rich websites motivate interest, establish authority, and drive salesHow social media is transforming the role of salesperson into valued consultant Because buyers are better informed, and come armed with more choices and opportunities than ever before, everything about sales has changed. Salespeople must adapt because the digital economy has turned the old model on its head, and those who don't keep up will be left behind. The New Rules of Sales and Service is required reading for anyone wanting to stay ahead of the game and grow business now.
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Fandom Playbook
NINE PROVEN PLAYS FOR BUILDING FANS WHO BELIEVE IN WHAT YOU DO From the author of Fanocracy: a concrete, action-ready guide for anyone who wants to grow a business by building genuine human connection. As AI-generated content floods every channel and social media algorithm fatigue sets in, something powerful has become rare: people who truly belong to what you're building. The Fandom Playbook delivers proven strategies to create exactly that. Behind each play are examples of entrepreneurs, nonprofit leaders, and business owners who built genuine fan communities and show exactly how they did it. Find the plays that fit your situation, commit to them for ninety days, and watch your customers become advocates. You will learn how to: Share your genuine passions--even the ones that have nothing to do with what you sell--and attract customers who share themGive away your most valuable knowledge and watch loyalty followTurn your happiest customers into your most credible source of new businessBring people together in person and let the neuroscience of proximity do the restBuild fandom from the inside out, starting with your own teamSolo founder or seasoned executive, scrappy nonprofit or growing brand--The Fandom Playbook gives you a clear, human-first path forward. Your fans are waiting.
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