andreweverett360 Book Review, Marketing

Content Marketing: Think Like a Publisher

content-marketing-rebecca-lieb


Content Marketing: Think Like a Publisher—How to Use Content to Market Online and in Social Media
by Rebecca Lieb

“Instead of advertising, the shift is toward publishing… Companies are sharing: knowledge, expertise, and how-to. They know customers who might not have 30 seconds to spend on watching one of their ads might gladly surrender 30 minutes to dive into truly useful content.”

Continuing the ‘think like a publisher’ theme, an editorial calendar “ties that broader schedule together with specifics such as holidays, trade shows, company announcements, events (such as webinars), or new product launches… The editorial calendar also serves as an invaluable map for repurposing content.”

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andreweverett360 Art, Book Review

The Art Forger

the-art-forger


The Art Forger
by B.A. Shapiro

The Art Forger is a novel inspired by a Hollywood-style art museum robbery that took place in Boston in 1990. It is about a struggling artist who is offered a lot of money and a career-changing opportunity if she will create a forgery from one of the stolen paintings.

She takes possession of an original Degas painting in her studio. Or does she? As she studies details of the painting, she begins to doubt its authenticity. Is she forging a forgery?

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andreweverett360 Book Review, Writing

An Insider’s Guide to Publishing

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An Insider’s Guide to Publishing
by David Comfort

An Insider’s Guide to Publishing is a well-researched dose of reality for aspiring novelists looking to get their work published. Although not mentioned on the cover, the content is specifically for writers of fiction. It is organized into 58 short chapters grouped in 13 parts, making it convenient to read in small increments of spare time. David Comfort demonstrates a sense of humor in his own writing and his selection of quotes from others.

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andreweverett360 Book Review, Creativity

Six Thinking Hats

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Six Thinking Hats
by Edward de Bono, M.D.

The Six Thinking Hats offers “an alternative to the argument system, which was never intended to be constructive or creative.” The emphasis is on “how we design a way forward—not on who is right and who is wrong.”

A major benefit is time savings. De Bono claims that ABB reduced their multinational project team discussions from 21 days to two days using the Six Hats method. “In the United States, managers spend nearly 40 percent of their time in meetings… Instead of rambling, ego-driven meetings, meetings are now constructive, productive, and much faster.”

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andreweverett360 Book Review, Management

Power Questions

power-questions


Power Questions: Build Relationships, Win New Business, and Influence Others
by Andrew Sobel and Jerold Panas

“You’ve heard about people who talk too much. You never heard about a person who listens too much.”

Power Questions is about the productive use of questions in a variety of contexts. Co-authors Andrew Sobel and Jerold Panas are experts on client loyalty and fundraising, respectively.

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andreweverett360 Book Review, Marketing

The One Percent Windfall

the-1-percent-windfall


The 1% Windfall: How Successful Companies Use Price to Profit and Grow
by Rafi Mohammed

Rafi Mohammed is an economist who consults on pricing strategy. The 1% windfall refers to the large impact on operating profits resulting from small adjustments to price. “A study by McKinsey & Company of the Global 1200 found that if they increased their prices by just 1%, and demand remained constant, on average each company’s operating profits would increase by 11%.” The book is about creating a portfolio of pricing options to appeal to as many customers as possible, thus maximizing profit.

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andreweverett360 Book Review, Marketing

Marketing Insights from A to Z

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Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know
by Philip Kotler

Professor Kotler covers a lot of ground quickly as he reflects on 80 marketing-related topics—the average chapter length is 2.3 pages. “My 40-year career in marketing has produced some knowledge and even a little wisdom…  Zen emphasizes learning by means of meditation and direct, intuitive insights. The thoughts in this book are a result of my meditations on these fundamental marketing concepts and principles.”

In the chapter on customer satisfaction, Kotler comments on the impact of customer retention on profitability.

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andreweverett360 Book Review, Marketing

To Sell is Human

to-sell-is-human


To Sell is Human: The Surprising Truth about Moving Others
by Daniel H. Pink

This book is about sales, but also “selling in a broader sense—persuading, influencing, and convincing others… Physicians sell patients on a remedy. Lawyers sell juries on a verdict. Teachers sell students on the value of paying attention in class.”

The old-school image of a dodgy salesman relied on what Daniel Pink calls information asymmetry—the seller had access to information which the buyer did not have. Clearly that environment has changed. The author replaces the old sales training mantra Always Be Closing with “the new ABCs—Attunement, Buoyancy, and Clarity.”

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andreweverett360 Book Review, General

Heads in Beds

heads-in-beds


Heads in Beds: A Reckless Memoir of Hotels, Hustles, and So-Called Hospitality
by Jacob Tomsky

If you travel frequently you might be curious about the inner workings of hotels. The subtitle captures the essence of this book: “a reckless memoir of hotels, hustles, and so-called hospitality.” Jacob Tomsky starts out at a luxury hotel in New Orleans as a valet parking attendant, working his way up to positions of increasing responsibility. Later he moves to New York City and settles in as a front desk agent. He shares many stories about guests and employees, although “to protect the guilty and innocent alike” he has changed the names of the hotels and people he writes about.

Should you feel safe leaving your property unattended in a hotel? Consider the story about Tomsky teaching a coworker how to drive a manual transmission. “We burned the life out of a guest’s clutch teaching Eddie to drive. It smelled like a metal-and-oil barbecue up there.”

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andreweverett360 Book Review, Finance

Seeing the Big Picture: Business Acumen

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Seeing the Big Picture: Business Acumen to Build Your Credibility, Career, and Company
by Kevin Cope

The premise of this book is that an employee who understands business fundamentals will be taken more seriously by management. “If, through your questions, ideas, comments, analysis, proposals, and performance, you exhibit business acumen, you will be seen as a more valuable contributor. You will demonstrate your worth to the company, and other people will notice.”

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