Launch

If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth. This book will show you how to: Create highly sharable content that meets people's needs Identify and work with outside experts, many of whom will gladly promote your content Attract and retain raving fans that will help your business grow Creatively market and sell to people who will gladly purchase your products and services Launch isn't like other marketing books. Rather than making keen observations about others who ve achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.

If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth.This book will show you how to:* Create highly sharable content that meets people's needs* Identify and work with outside experts, many of whom will gladly promote your content* Attract and retain raving fans that will help your business grow* Creatively market and sell to people who will gladly purchase your products and servicesLaunch isn't like other marketing books. Rather than making keen observations about others who've achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.

Preface xiiiAcknowledgments xvChapter 1 Rockets Don't Fly Themselves 1The Problem with Marketing 2The Internet as the Great Paralyzer 4Meet the Enemy: Channel Overload Syndrome 5Do People Really Trust Your Business? 6Introducing the Elevation Principle 7Elements of the Elevation Principle 13Why the Formula Works 24Chapter 2 Starting Your Mission Plan 27Establishing Your Clear Vision 28Crafting Measurable Goals 32Setting Your Course Trajectory 34Chapter 3 Finding Inspiration by Looking Outward 43Identifying Role Models 44Leveraging Inspirational Content 47Setting Up an Idea Vault 49Creating a Discovery System 51Why the Outward Focus? 55Chapter 4 Leveraging the Power of Other People 57The Power of Other People 58Who Do You Want to Reach? 59Developing Profiles for Your Ideal Reader Base 61How to Identify the Problems and Desires of Your Reader Base 65What Problems Are They Facing? 65Working with Outside Experts 69Leveraging Fire Starters 77Why Focus on Other People? 80Chapter 5 Actively Engaging Other People 83Reciprocity Marketing 84The Importance of Giving Genuine Gifts 87Using Social Proof 93Moving People to Action 100Why Engage? 104Chapter 6 Making Content the Fuel of Your Marketing 107Proof That Content Works 107What Makes for Great Content? 113Creating an Editorial Guide 119Mapping an Editorial Calendar 121Why Content? 124Chapter 7 Creating and Using Primary Fuel 127What Is Primary Fuel? 128Comprehensive How-to Articles 134Expert Interviews 138Reviews 143Case Studies 147News Stories 150Contrarian Stories 153Chapter 8 Creating and Using Nuclear Fuel 155What Is Nuclear Fuel? 156Reports Based on Surveys 161White Papers 166Top 10 Contests 172Micro Events 178Chapter 9 How to Employ Marketing 185What Does ''Caging Marketing Messages'' Mean? 186How to Employ Marketing Messages 187The Last Word: The Elevation Principle Revisited 205Appendices Primary Fuel Content Samples 207Appendix A: Comprehensive How-to Article 208Appendix B: Expert Interview 213Appendix C: Review 219Appendix D: Case Study 223Appendix E: Contrarian Story 229Glossary 235About the Author 237Discover More about the Elevation Principle 239Index 241