The Marketing Book Podcast

David Meerman Scott, an author and marketing guru, dives into the ninth edition of his influential guide on marketing and PR. He discusses the evolution of marketing narratives in light of technology, particularly generative AI, and its impact on content creation. Scott emphasizes the shift from traditional tactics to meaningful engagement through quality content. The conversation also demystifies SEO practices and underscores the importance of human creativity in an AI-driven landscape, all while adapting to new challenges in the digital world.

Unsticking Deals: Why Deals Stall, How to Unstick Them, And How to Prevent Them From Sticking in the First Place by James Muir  ABOUT THE BOOK: Stuck deals are arguably the biggest problem in sales. Depending on the industry, between 40-60% of all sales are lost to no-decision. The implications are staggering. This fact means that the problem of stuck deals and "no-decision" effectively doubles the cost of every sale, and wastes somewhere around one-half of every sales professional's time. The good news is that if we can unstick our deals (or even better, prevent them from sticking in the first place) we can effectively double our sales, dramatically shorten our sales cycles, and double our commissions. What you will learn in Unsticking Deals: Surprisingly, stalled deals are caused by just three things. The Universal Root Cause Maxim explains the three reasons deals stall in a single sentence. The five common sales issues that cause sales professionals to stick their deals. The three things that cause customers to suffer from indecision and how to overcome them. Why deals stall due to business case issues and the three simple things that need to be in every business case to prevent stalls. Five key prevention strategies that will prevent your deal from ever sticking in the first place. The five key plays for unsticking your deals - complete with templates and examples. This book is designed to be a quick reference guide. Each chapter has been designed to be brief and concise with actionable steps you can take right now to unstick your deal.  Once you’ve identified why your deal is stuck you can jump right to that chapter for solutions. These short chapters are arranged into six logical parts: Part 1 – Preventing Deals From Sticking Part 2 – Unsticking Plays Part 3 – What Causes Stuck Deals Part 4 – Strategies for Unsticking Deals Caused by Sales Issues Part 5 – Strategies for Unsticking Deals Caused by Client Indecision Part 6 – Strategies for Unsticking Deals Caused by Business Case Issues This book is for all those entrepreneurs, business leaders, and sales professionals who want to close those bloated pipelines and prevent deals from getting stuck in the first place. Reading this book will teach you how to unstick deals, shorten your sales cycle, and prevent deals from sticking to begin with. ABOUT THE AUTHOR: James Muir is the founder and CEO of Best Practice International and the bestselling author of the #1 book on closing sales – The Perfect Close: The Secret To Closing Sales, which was featured on episode 149 of The Marketing Book Podcast in 2017.  James is a 30-year veteran of sales having served in every role – from individual contributor to executive VP.  James has an extensive background in healthcare where he has sold to and spoken for the largest names in technology and healthcare including HCA, Tenet, Catholic Healthcare, Banner, Dell, IBM and others. And, interesting fact – he is an accomplished guitarist! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/unsticking-deals-james-muir

The Power of Instinct: The New Rules of Persuasion in Business and Life by Leslie Zane ABOUT THE BOOK: Award-winning Fortune 500 brand consultant and behavioral expert Leslie Zane shatters conventional marketing wisdom, showing readers how to tap into the hidden brain where instinct prevails, creating a powerful network of connections that drive people to buy your product, company, or vision.   People don't make decisions with their conscious mind, but on instinct.  In The Power of Instinct, marketing consultant and behavioral science expert Leslie Zane shows that to grow a brand, business, or even a social movement, traditional persuasion tactics fall short.  Instead, you must connect to the instinctive mind. And to do this, you need to understand the science of consumer choice and employ techniques that work with a person's brain, not against it.   Zane uncovers the hidden network of connections that dictates the snap decisions we make and cracks the code on how to influence it.  With a revolutionary set of rules for expanding the network, Zane shows us how to make any brand, business, political candidate, or idea the dominant instinctive choice.  With science as your guide, as well as stories from the world's most successful brands from McDonald's and Lululemon to the Yankees and Taylor Swift, you'll learn: What kind of messages create the greatest amount of positive associations; Why finding new customers accelerates growth and relying on existing ones is a trap; Why emotional stories are not enough to drive trial and long-term brand loyalty. Whether you're an entrepreneur, Fortune 500 executive, marketing professional, or job seeker, mastering the power of instinct will help supercharge your growth and make whatever you're selling the first choice for any audience. ABOUT THE AUTHOR: Leslie Zane has been turning the marketing industry on its head for the past 30 years.   As the founder of Triggers, a brand consultancy firm built on the premise that instinct, rather than conscious thought guides brand decisions, Leslie has accelerated growth for Fortune 100 companies like Pepsico, Mars, Aetna, Kraft Foods, and McDonald's.  Her work has been featured in Harvard Business Review, MIT Sloan Review, Forbes, Barrons, TEDx, Scientific American, and more. Leslie is a graduate of Yale University (home of the fighting Bulldogs) and later earned an MBA from Harvard Business School. And, interesting fact – at Yale, Leslie was a member of the Proof of the Pudding a capella singing group! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/power-instinct-leslie-zane  

The Consumer Behaviour Book: Exploring The Reasons Why Emotions Are So Important In Decision Making by Anthony “Tas” Tasgal  ABOUT THE BOOK: Neoclassical economics assumes that most people have well-defined preferences and make well-informed, self-interested decisions based on those preferences.  But in the real world, this is often not the case.  The Consumer Behaviour Book combines elements of economics and psychology to help you understand how and why consumers behave the way they do. Using behavioral economics as the foundation, the author explains the anomalies in consumer choices and what influences human behavior, preferences, and decision-making.   Often the case, emotional as well as economic factors play a vital role in consumer behavior.  Therefore, behavioral economics can be an important aid to business and marketing strategies by understanding how consumer decisions can be influenced. ABOUT THE AUTHOR: Anthony “Tas” Tasgal is a man of many lanyards: trainer, author, TEDx speaker, brand and communications strategist, and lecturer.  His area of expertise includes storytelling, insights, and behavioral economics.  He is a Course Director for several organizations including the Chartered Institute of Marketing, the Market Research Society, and the Institute of Internal Communication, and he runs The Guardian masterclass on “Harnessing The Power Of Storytelling.”  He is the author of several books including the award-winning The Storytelling Book: Finding the Golden Thread in Your Communications, and The Insight Book: Enhancing Your Creativity By Learning To See Things Differently which was featured on episode 448 of The Marketing Book Podcast in 2023. And, interesting fact – he is the last British author who will be interviewed on The Marketing Book Podcast. Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/consumer-behaviour-book-tasgal

Jim Kraus, co-author of 'Buyer Personas – Revised and Expanded', discusses the importance of understanding buyer personas for effective marketing strategies. Topics include the significance of buyer interviews, modern buyer personas, and the five rings of buying insight. The podcast emphasizes the value of deep understanding in messaging and strategy alignment.

Author Dan White discusses effective advertising strategies in 'The Smart Advertising Book'. Topics include brand communication, creative approaches, sponsorships, owned media, ethnography in consumer research, brand advertising, and upcoming book recommendations.

Chaotic Change: Embracing Chaos to Drive Innovation and Growth by Nicholas Webb ABOUT THE BOOK: Chaotic Change is designed to be a comprehensive guide for leaders, innovators, and change-makers navigating the complexities of the modern business landscape.  Through personal anecdotes, case studies, and practical strategies, this book provides a roadmap for managing chaotic change—a process that drives and sustains innovation.  From grasping the dynamics of strategic excellence to fostering a culture of happiness and clarity within organizations, each section builds on the next, offering a holistic approach to change management.  Get started on this journey, equipped with the knowledge, tools, and mindset to thrive amidst chaotic change. ABOUT THE AUTHOR: Nicholas Webb is a best-selling author, a keynote speaker on innovation, healthcare, future trends, and customer experience, and the CEO of LeaderLogic a management consulting firm that works with some of the top brands in the world.   Nicholas began his career as a technologist creating award-winning innovations in healthcare, consumer, and industrial technologies. He has been awarded over 40 Patents by the U.S. Patent Office for various technologies.  Nick's books include What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint, The Innovation Mandate: The Growth Secrets of the Best Organizations in the World, What Customers Hate: Drive Fast and Scalable Growth by Eliminating the Things that Drive Business Away, and Happy Work: How To Create A Culture Of Happiness, all of which have been featured on The Marketing Book Podcast.   Nick is also the Producer and Host of the Award-winning Documentary Film, “The Healthcare Cure”, which was released in 2021 and won the Sedona International Film Festival’s “Audience Choice Award” for Most Impactful Film. And, interesting fact – Nick Webb and the host of The Marketing Book Podcast are both extremely proud parents of paramedics! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/chaotic-change-nick-webb

Brand Naming: The Complete Guide to Creating a Name for Your Company, Product, or Service by Rob Meyerson  ABOUT THE BOOK: You don't have a brand—whether it's for a company or a product—until you have a name. The name is one of the first, longest-lasting, and most important decisions in defining the identity of a company, product, or service. But set against a tidal wave of trademark applications, mortifying mistranslations, and disappearing dot-com availability, you won't find a good name by dumping out Scrabble tiles. Brand Naming details best-practice methodologies, tactics, and advice from the world of professional naming. You'll learn: What makes a good (and bad) name The step-by-step process professional namers use How to generate hundreds of name ideas The secrets of whittling the list down to a finalist The most complete and detailed book about naming your brand, Brand Naming includes insider anecdotes, tired trends, brand origin stories, and busted myths. Whether you need a great name for a new company or product or want to learn the secrets of professional word nerds, put down the thesaurus—not to mention Scrabble—and pick up Brand Naming. ABOUT THE AUTHOR: Rob Meyerson is a namer, brand consultant, and principal and founder of Heirloom, an independent brand strategy and identity firm.  Before founding Heirloom, Rob’s roles included head of brand architecture and naming at HP, director of verbal identity at Interbrand in San Francisco, and director of strategy at FutureBrand in Southeast Asia.  His past clients range from the Fortune 500 to Silicon Valley startups, from San Francisco to Shanghai, including brands such as Adobe, GE, John Deere, Disney, Intel, Microsoft, and Walmart. Rob was recently on The Marketing Book Podcast (episode 482) to discuss the 6th Edition of Designing Brand Identity: A Comprehensive Guide to the World of Brands and Branding which he co-authored with Alina Wheeler. Rob has written about brand strategy and brand naming for leading publications such as Entrepreneur, TechCrunch, Insider, The Guardian, VentureBeat, and Branding Strategy Insider.  And, interesting fact – Rob Meyerson was NOT consulted by Elon Musk for naming advice when renaming Twitter to X! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/brand-naming-rob-meyerson

Nick Asbury discusses the pitfalls of purpose-driven marketing, advocating for creativity over corporate agendas. The conversation explores the evolution of advertising, ethical considerations, and the intersection of purpose, positivity, and humility in marketing. Asbury emphasizes the importance of cognitive empathy, diverse perspectives, and authentic storytelling in engaging with audiences.

Stan Phelps, co-author of Blue Goldfish 2.0, discusses leveraging AI and data for customer loyalty. They explore personalization, innovative sales strategies, customer-centric design, and enhancing customer experiences through InfoSense. The podcast highlights the importance of using technology and data to create personalized experiences and improve customer service.