Changing the Channel 12 Easy Ways to Make Millions for Your Business

by Masterson, Michael; Tribby, MaryEllen

• ISBN13: 9780470538807
• ISBN10: 0470538805
• Edition: 1st
• Format: Paperback
• Copyright: 2010-03-08
• Publisher: Wiley

Summary

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. With this book, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve your bottom line.

Author Biography

Michael Masterson has developed a loyal following of more than 450,000 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 marks. 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 has over twenty years of publishing and business experience, most notably in direct marketing, and is currently CEO and Publisher of Early to Rise. She was responsible for quadrupling sales and profits within her first fifteen months there. Tribby is also the founder and Executive Publisher of Investor's Daily Edge and Total Health Breakthroughs, ETR's sister publications.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xiii
Introduction Shopping for Homes: Easier, Faster, Cheaper By	p. 1
Marketing in the Twenty-First Century: How Quickly Things Have Changed	p. 5
"DRM" and "MCM": The Two Most Important Acronyms in Advertising Today	p. 15
Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit	p. 31
Social Media: Informal Communication, Powerful Profits	p. 49
Search Engine Marketing: Busting Myths and Driving Sales	p. 63
Teleconferences: All You Need Is a Phone and Good Ideas	p. 89
Direct Mail: An Old Dog That Still Knows a Few Tricks	p. 99
Direct Print: Getting More Than Ever for Your Ad Dollar	p. 119
Direct-Response Television: Why Super Bowl Ads Don't Work	p. 133
Direct-Response Radio: Music, News, Sports, and Talk = Money	p. 145
Telemarketing: Inbound, Outbound, Money-Bound	p. 153
Joint Ventures: Only Streets Should Be One-Way	p. 165
Event Marketing: Having Fun with Your Customers	p. 179
Public Relations: Man Bites Dog; Man Gets Famous	p. 203
The Incredible Power of a Multi-Channel Campaign	p. 211
Conclusion Smoking at Joe's	p. 225
Appendix Examples of Ads	p. 235
Notes	p. 269
About the Authors	p. 273
Index	p. 277
Table of Contents provided by Ingram. All Rights Reserved.