Changing the Channel: 12 Easy Ways to Make Millions for Your Business (Agora Series) Hardcover – 7 Nov 2008
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From the Inside Flap
To attain and sustain success in today′s dynamic business environment, it′s no longer enough to be good at just one type of marketing. While you may already be making money using just one marketing channel, expanding into additional channels especially the Internet will help you attract prospective customers and increase your company′s potential revenue. The fact is, if you′re only using one channel, you′re likely leaving millions of dollars on the table and in danger of losing the customers you already have.
Authors Michael Masterson and MaryEllen Tribby understand the importance of multi–channel marketing. Through their combined fifty–nine years of firsthand business experiences working with companies such as Agora Inc. and their Early to Rise e–newsletter, as well as other distinct products they know what it takes to increase business success. And now, with Changing the Channel, they share their invaluable insights with you.
Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today′s most important marketing channels explaining how each one works and addressing the challenges you might face should you choose to use them. Page by page, you′ll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.
Once you gain a firm understanding of what these channels are all about, you′ll discover how to create successful marketing campaigns with them and learn how to analyze test results to optimize their effectiveness. Along the way, Masterson and Tribby offer you some smart ways to track customer buying habits with a database that covers all marketing channels, and help you avoid the temptation of trying to sell your customers every time you contact them a mistake that could hurt you in the long run.
If you′re ready to grow your company, your customer base, and your profits, adopting a multi–channel approach to marketing today will guarantee success tomorrow. And with this book as your guide, you′ll quickly discover how marketing your ideas, services, or products across multiple channels can help develop and deepen customer relationships as well as improve your bottom line.
From the Back Cover
Praise for Changing the Channel
"Changing the Channel is a valuable ally for any business owner willing to go beyond the ′same old′ marketing in their industry. Tribby and Masterson draw on their own experience at Agora, one of the direct marketing giants of our age, to show you not only what to do, but how to do it. They combine timeless principles with the latest technology and media to give you dozens of strategies to increase your bottom line. Get yourself a copy of Changing the Channel, a quiet corner, and a couple of highlighters you′ll discover dozens of simple actions you can take to grow your business beyond what you thought possible."
Howie Jacobson, PhD, author of AdWords For Dummies
"I just finished reading Changing the Channel, and all I can say is WOW! As a thought leader in Internet marketing, I read four to five books a week, and Michael and MaryEllen′s book stands way above all the others. Why? Because it′s the only book I′ve ever come across with an easy–to–understand, yet comprehensive approach to leverage both offline and online channels (a combination that is often confusing, even to the most celebrated marketing gurus). This book is a must–read for anyone and everyone who has anything to do with marketing that must deliver real results to the bottom line."
Rich Schefren, CEO, Strategic Profits
"If I′d only had and followed the advice in this incredible book years ago, it could have cut short my own and my clients′ paths to success both online and offline. What Michael and MaryEllen have done here is to crystallize decades of classic marketing and online wisdom and experience into a practical, easy–to–repeat formula that anyone in business from a small startup to a large corporation can follow and produce and measure their results. I′m going to suggest to every businessperson and marketer I know that they must read and apply these timeless tips immediately to their own business. An excellent book that inspires action. Applying the principles in the final chapter alone is enough to revolutionize any online business."
David Cross, Senior Internet Consultant, Agora Publishing
"If you want to put your business on the fast track, Changing the Channel is a must–read. Michael Masterson and MaryEllen Tribby lay down a clear and proven road map to greater success. In Changing the Channel, they outline many ways of reaching prospects, building relationships, and maximizing customer lifetime values. Changing the Channel is a must–read for all entrepreneurs."
Lou Betancourt, Publisher, StreetAuthority.com
Top customer reviews
It's dangerous to only have one lead generation technique. If anything nasty happens, then the business is hit hard and it takes time to become proficient in another marketing technique.
This book introduces you to 12 different ways to attract customers and clients based on developments over the last ten or fifteen years where the Internet has changed the way buyers respond to marketing and search for information when they want it.
It's based around direct response marketing (i.e. the purpose is to create an action that can be measured) and heavily leans on the success the two authors had with an Agora Publishing business, Early To Rise. Traditionally they used to sell by direct mail but as the Internet emerged, they adapted and added more and more techniques for reaching the customers. Interestingly they felt that seeing the marketing message through different media built customer credibility and confidence and increased response rates.
It's difficult for small business owners to succeed with as many as twelve different techniques because of the problem of being spread too wide and thin but mastering three or four routes to marketing is well worth the effort.
The book let's you choose which way to focus on next but its strengthen is also its weakness. There's enough information in the book to try extra channels but you might want more guidance to feel confident that you know what you're doing before you invest too much time and/or money into another marketing method.
About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.
Paul Simister, business coach
Most helpful customer reviews on Amazon.com
I appreciate both their styles of communication and their, down to earth, "get' er done" attitudes and practical advice. if I had learned this information earlier in my career, I would be at a much different place today! But hey, as both Michael and Mary Ellen say, it is never to late to start moving to success now.
Read it. Believe it. Implement the ideas and actions in the book. Go forth and be successful.
An exceptionally easy-to-read book that puts it marketing into perspective - Something few marketing books or `experts' do today, who all seem to have their own agendas and media biases.
The authors have taken a challenging subject and covered it masterfully. The subject is challenging because each communication channel is worthy of a book, in and by itself. In fact, each of the channels has been treated singularly as a book many times over. One of the strengths of this book is that the authors have put all the channels under one roof so as to emphasize the importance of using multiple channels in communicating with buyers who are experiencing information overload.
Another strength of the book is the frequent use of short stories to illustrate entrepreneurs having success with one or more of the channels. The stories have just the right balance between solid information and brevity. And, the subjects of the stories are people with whom, in many cases, I have first-hand experience with their success. That is, the stories are of entrepreneurs who are really making it happen (in contrast to the hype that fills many areas of the internet).
The only real weakness in the book is not of the authors' making. Like many other authors are about to have happen, the book was written for another time, a time when all manner of businesses were flourishing. With the lead time between completing a book and getting it published, many a book will be coming out over the next couple of months somewhat out of context. In the case of this book, I actually believe that current challenging times make the authors' advocacy of using smart channel selection all the more important. In fact, if the same book had a title along the lines of "Changing Channels, Tune-up Your Marketing Communications for Changing Times" the book would be flying off the shelves. Regardless of the title, this book should fly off the shelves as every entrepreneur, and in fact every business person, needs to quickly rethink his or her selection and use of marketing communication channels. This book is an excellent book for starting such rethinking.
Easily deserving of five stars...even as I await Michael Masterson's next philosophical book, hopefully one about these challenging times.
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