andreweverett360 Book Review, Marketing

Contagious

contagious


Contagious: Why Things Catch On
by Jonah Berger

Wharton marketing professor Jonah Berger has studied why certain ideas and products get talked about and shared more than others. He refers to the “psychology of sharing” and identifies six common attributes: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

Berger puts the hype of viral marketing in context. “Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.” However, “Research by the Keller Fay Group finds that only 7 percent of word of mouth happens online…

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andreweverett360 Book Review, Marketing

The Brand Challenge

the-brand-challenge


The Brand Challenge: Adapting Branding to Sectorial Imperatives
Edited by Kartikeya Kompella

The Brand Challenge consists of four general branding topics followed 11 sector-specific chapters, namely: luxury, retail, business-to-business (B2B), media, financial services, non-profits, fashion, hotels, cities, technology, and football (soccer). Each chapter is written by a different author.

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andreweverett360 Book Review, Marketing

TED Talks Storytelling

ted-talks-storytelling


TED Talks Storytelling: 23 Storytelling Techniques from the Best TED Talks
by Akash Karia

The premise of this book is that “the best speakers on the TED stage were the ones who had mastered the art of storytelling.”

The first 30 seconds are critical. “Opening with a story is a tested and proven method for grabbing audience attention and keeping your audience mentally engaged.”

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andreweverett360 Book Review, Marketing

Life’s a Pitch

lifes-a-pitch


Life’s a Pitch: The Essential Guide to Presentations
by Terry Ward

Terry Ward uses a broad definition of the word presentation. “Every time you want to persuade, motivate, or inspire, you are making a presentation… The spoken word is a persuasive media… If you want to move people to action, speak to them.”

“The most important aspect of being an effective presenter is your state of mind… We are talking about adopting a state of mind that is listener focused…The more you disappear into your message, the more your audience will trust and respect you… The speakers we remember most are the ones who talked to us in plain English and with sincerity and simplicity. They were authentic in their intentions to bring value to the listeners.”

A recurring theme in this book is to keep things simple and concise. “Present only information that is CORE—concise, organized, relevant, and essential—to your listener… Make it simple and easy to understand… In fact all four essential elements of communication—behavior, content, interaction, and state of mind—benefit from a focus on keeping it simple.”

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andreweverett360 Book Review, Marketing

Pitch Perfect

pitch-perfect


Pitch Perfect: How to Say It Right the First Time, Every Time
by Bill McGowan

Bill McGowan was a broadcast journalist before becoming a media coach and trainer to executives, athletes, and celebrities. This book provides guidance on preparing for media interviews, speeches, conference panels, wedding toasts, eulogies, and other situations.

The Seven Principles of Persuasion are the foundation.

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andreweverett360 Book Review, Management, Psychology & Neuroscience

What Keeps Leaders Up at Night

what-keeps-leaders-up-at-night


What Keeps Leaders Up at Night: Recognizing and Resolving Your Most Troubling Management Issues
by Nicole Lipkin

In this excellent book, clinical psychologist Nicole Lipkin explains the psychology behind many of the human behaviors that affect productivity and sound decision making in the workplace. “Good leadership requires dealing effectively with messy, quirky, unpredictable, confusing, irrational, and clumsy people. That is what makes the business of leadership so insanely difficult and complex.”

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