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 59 years of firsthand business experience and current experience working with Agora Inc.’s 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 venture into 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.
Michael Masterson has developed a loyal following of more than 350,000 subscribers with Early to Rise (www.EarlyToRise.com),an e-newsletter published by Agora, Inc. Throughout his remarkably successful business career, Masterson has been involved in two businesses that grew beyond $100 million, two more that exceeded $50 million, and at least a dozen that surpassed the $10 million mark. He is also the author of the New York Times, Wall Street Journal, and Amazon.com bestsellers Ready, Fire, Aim; Seven Years to Seven Figures; Automatic Wealth; and Automatic Wealth for Grads . . . and Anyone Else Just Starting Out (all published by Wiley), and Confessions of a Multi-Millionaire. Subscribe to Michael Masterson’s daily e-zine at www.EarlyToRise.com.
MaryEllen Tribby is currently CEO and Publisher of Early to Rise. She was responsible for quadrupling sales and profits within her first 15 months. She is also the founder and Executive Publisher of Investor’s Daily Edge and Total Health Breakthroughs, ETR’s sister publications.
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