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Klappentext

In order to rocket your business to stellar growth and far-reaching recognition, you're going to need plenty of fuel-nuclear fuel to thrust you beyond the pull of gravity and primary fuel to keep you moving forward. And what's that fuel made out of? Content.
 
Launch provides a detailed recipe for the most combustible content-rich, magnetic content that attracts people and opportunities. This special content helps you access the most influential experts in your industry and earns the trust and loyalty of people-and to earn that trust, you'll need to pack away your marketing messages. Primary fuel, the regularly produced free content that meets the needs of your readers, is a gift that keeps people coming back and cultivates raving fans. Carefully designed and highly targeted nuclear fuel-content that has a big impact-leaves a lasting impression on people and rockets your industry recognition.
 
Launch delivers field-tested guidance on how to create the most compelling content, and then leverage that content for maximum velocity-while gaining the support of top experts in your industry. You'll find step-by-step instruction, including how to:
* Develop an outward-focused mindset that inspires the content creation process
* Identify role models that could become tomorrow's strategic partners
* Build relationships with outside experts who'll gladly help you grow your business
* Employ social proof so visitors turn into faithful fans
* Implement the ten most effective types of content-the fuel of your business
* Discover new ways to market that don't repel people, but actually engage them
 
Every marketer throws around the word "content," but few have mastered the art and science of creating useful, thought-provoking, and viral content. Launch delivers the inspiration, encouragement, examples, and know-how you need to boost your brand to new heights and send your rocket ship to undiscovered galaxies. -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

Buchrückseite

"Hands on and generous, Michael shows you preciselyhow he does it, step by step."-Seth Godin, author of Linchpin
 
"What Stelzner shares here is proven! He's already built a community that propelled his brand not only beyond the competition, but ahead of an entire industry."-Brian Solis, author of Engage!
 
"This isn't a book about marketing; it's about human nature. Understand that and you've unlocked the key to your success."-Scott Monty, Head of Social Media, Ford Motor Company
 
"If you're looking for a better way to reach the business heights you've only dreamed of, start reading Launch."-David Meerman Scott, author of Real-Time Marketing and PR
 
"I only believe what I've read in Launch because I've watched Michael Stelzner do it himself. It works."-Chris Brogan, President, HumanBusinessWorks.com, and coauthor of Trust Agents
 
"Theory is fine, really. But what's even better is how-to action.And that's precisely what you'll find here."-Ann Handley, Chief Content Officer, MarketingProfs, and coauthor of Content Rules
 
"Mike's teachings absolutely work! This book is a must-read for anyone serious about building a sustainable empire on a solid foundation in today's fast-moving, new media world."-Mari Smith, coauthor of Facebook Marketing: An Hour a Day -- Dieser Text bezieht sich auf eine andere Ausgabe: Gebundene Ausgabe .

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Amazon.com: 115 Rezensionen
42 von 47 Kunden fanden die folgende Rezension hilfreich
Not Applicable to All Businesses 17. August 2011
Von Mike Finn - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
I feel jilted by this book. Perhaps it is not the author's fault, but from the subtitle ("How to Quickly Propel Your Business Beyond the Competition) one would think that the methods expounded in the book ought to be applicable to just about every business. As it turns out, Michael Stelzner's book is only intended for people and businesses who are starting blogs and conducting business primarily online. These methods would be of little practical value to someone starting a neighborhood cafe or hair salon, for example. That is not to say that local businesses shouldn't avail themselves of the tools of social media to promote themselves, but they don't need Mr. Stelzner's book for that.

Also, Mr. Stelzner is not quite honest when he portrays himself as a social media neophyte before he started Social Media Examiner. As he himself relates, he was already an experienced entrepreneur with his white paper business (whatever that means), had already organized online events and knew (or knew of) many of the key players who could help him when it came time to launch his blog. It has been my experience that experts are far less accessible than he would lead you to believe. They may be very happy to receive exposure, but they are notoriously lethargic when it comes to return the favor! I speak from considerable experience in this regard!

All in all, this book will be useful to some (just see how many positive reviews have been posted by Mr. Stelzner's friends and acquaintances), but it is hardly a panacea and is of limited applicability to local businesses.
13 von 13 Kunden fanden die folgende Rezension hilfreich
Get Ready to Propel Your Business Forward 30. Juni 2011
Von Amazon Customer - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
If there had been more examples I would give this book a five. I wish I could give it a 4.5 but you cant.

Why use Content Marketing Instead of Traditional Marketing?
The idea behind Michael A. Stelzner's new book Launch is that you use two types of fuel to propel your business past your competition, primary and nuclear content marketing fuel. "People want valuable insight, access to great people, and recognition before they want products and services", said Stelzner.

Consumers no longer trust traditional marketing. Even though the trust in marketing has changed, people have not. They still prefer to do business with people that they know and trust. Content marketing allows you to build trust with consumers before you begin trying to sell them. Then they are more likely to buy from you because then have become to trust you and believe that you can help them solve whatever problem they may be facing.
With content marketing, you can answer businesses three big questions:
1. How can you attract leads prospects and opportunity without actively selling?
2. How can you gain access to influential people in your industry?
3. Is there an easy way to connect with and gain the trust of prospects and customers?
Introducing the Elevation Principle
The elevation principle is prospects and customers meet their core desires by helping them solve their basic problems at no cost.
This is worth repeating. The Idea is that you are going to help your prospects and customers solve their most basic needs at no cost to them, by providing highly desirable valuable content.
How will this help your business?
It will allow you to:
* Gain trust and attract attention
* Draw important people to your business
* Achieve rapid growth
* Spread the word about your business more cost effectively then traditional marketing

My final thoughts on Michael A. Stelzners new book Launch

This is a really good book and I do recommend it for people who are looking to propel their business forward using content marketing. What must be understood is that content marketing takes time and dedication. Not everyone will have the success that he had, but you can use content marketing successfully if you are willing to invest the time that is needed.

I would have like to have seen more examples within the book and a few more plans in action, especially of smaller firms. The great thing is you can subscribe to social media examiner blog and see the work in action.

Reading this book has made me rethink how I am marketing my business and the direction that my business is headed and where I want to go. I highly recommend this book if you are ready to work and move your business to new heights.

I must admit that I received this book for free as a review copy.

This is not the reason I am giving this book high reviews. I really did enjoy the book and think that it can really help small businesses even the playing field or even move them beyond their competitors.
6 von 6 Kunden fanden die folgende Rezension hilfreich
Launch your business to a new level of success! 30. Juni 2011
Von Debbie L - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
In today's highly competitive and technology-driven marketplace, leaders wonder how their businesses can stand out. On a daily basis, leaders ask their sales and marketing teams to sell and promote products and services, they ask their R&D teams to develop the latest and greatest products, they ask their finance teams to accomplish more with fewer employees and smaller budgets, and they ask their IT teams to develop systems and infrastructure to handle business objectives with smaller budgets. So, it's not surprising that customer focus can, and does, easily get lost. But thanks to Mike Stelzner's latest book, Launch: How to Quickly Propel Your Business Beyond the Competition, the secret for standing out is easy. Mike's book describes the secret as the "other people" component. What he means by this term is that other people who are experts bring their insights to YOUR audience. "It's a great way to develop relationships with people, an outstanding way to provide really interesting insights for your audience, and it's another form of content that is written with perspectives and opinions other than your own." If you want to learn how the next phase of social media, marketing, and business development are going to connect, check out Launch for a good preview.
21 von 27 Kunden fanden die folgende Rezension hilfreich
Launch: The Elevation Principle for Business & Life 28. Juni 2011
Von Marc Baldwin - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe Verifizierter Kauf
Michael Stelzner's new book Launch: How to Quickly Propel Your Business Beyond the Competition has fired me up and helped me launch a couple of my own new ventures.

How? Because Mike's been there, done that.

Mike's Got Street Cred

I always like to know who's doing the work. If I'm building a new house, who's my contractor? As a baseball fan, I love to check out the players' stats. And I never miss a new U2 or Newsboys CD because I know they always do good work.

In the case of a book, I like to know something about the author.

Mainly, is he an authority in his field?

In 2007, Mike authored a white paper entitled Writing White Papers that landed him universal acclaim and assignments writing white papers and consulting for over 100 corporations. His work launched his career into the stratosphere.

Not one to rest on his laurels, in 2009 Mike launched Social Media Examiner, which in less than 5 months was declared the #1 small business blog in the world by Technorati.

I read SME faithfully because its articles and resources are always a big help to me and my businesses.

So Mike writing a book about launching is like Ted Williams writing about hitting, F.L. Wright writing about architecture, or Picasso about painting. Mike knows launching.

A Book of Principles
The principles in Launch will give you and your ventures more
* clarity and direction (what to do);
* efficiency (how to do it better);
* synergy (how the steps and ingredients can complement one another); and
* joy (how putting other people's needs before your own ends up making everyone happier--both others and you yourself).

How can this claim be true and why is it essential to your success? Simple, really.

Being principled works--both in your business life and your personal life. Good, honest, generous, selfless principles make people successful and happy.

What a concept, right?

The Elevation Principle
Mike's main marketing principle is counter-intuitive: don't market and don't sell. Instead, meet "the core desires of prospects and customers by helping them solve their basic problems at no cost."

Talk about a principle.

His EP formula is Einsteinian elegant: GC + OP - MM = G. That is, great content + other people - marketing messages = growth.

Makes such beautiful sense.
* Write great stuff that people can use. Inform and teach them. Show them you know what you're talking about. And give it to them for free.

* Get other people involved. Welcome them into your world, your sphere of knowledge. Help them. "If you lift people up, they'll lift you up."

* Don't sell! Don't be pushy! Shift your emphasis from "What can we sell you?" to "How can we help you?"

* That formula will result in growth. Not just for your business, but for you too--growth as a person of principles.

Consider Others Before Yourself
Mike never preaches in this book. Never stands on a soap box. That's not his style, thankfully.
But the subtext, the really beautiful, inspiring, implied message is this: life's really all about living for other people.

When you get yourself out of the center of the universe and realize that your main purpose--and most enriching and rewarding strategy-- in life is to live for other people, those people benefit and so will you.
Because people usually reciprocate. Especially when they sense genuine good will coming from you.

Igniting the Elevation Principle
So how can this principle be activated and used to launch you and your business? Back to the EP:
* Help people solve their problems. Write how-to guides. Show them what you know. Show them you're there for them.

* Don't push, manipulate, or pressure people into buying what you're selling.

* Give gifts--freely and without any expectation of getting one back. What gift can you give? Your knowledge. Your time. Your friendship and good counsel.

What's the payoff for paying it forward? Business, likely. Possibly lots of business. Because people like to do business with people who are low key, caring, giving, and knowledgeable.

Your bottom line--and your life--will benefit from following this principle of putting others first.

Not many people are like that. So you'll be different--as a business and a human being.

"Helping people ensures your business will stand out from the competition."

Sound Business Sense
Mike's wisdom about putting people first would be enough reason to read Launch. But there's plenty more great advice about many subjects.

Such as these practical, action steps to take to launch your business and yourself:
* Crafting and measuring "SMART" goals
* Implementing specific social media marketing strategies
* Inspiring yourself by "looking outward"
* Finding role models
* Working with experts
* Attracting and engaging "firestarters"--people who can help launch you

The Primary & Nuclear Fuel: Great Content
The first part of the EP equation is GC (good content). Why does Mike place such great emphasis upon GC?

Because great content sells. Its persuasive. It explains what you know and shows what you can do. All at once.

And, as the great French poet Jean de La Fontaine said, "By the work one knows the workman."

As a teacher of writing and literature for 38 years, I've read a lot of books, poems, articles, essays, dissertations--you name it. Mike's work contains all the elements of good writing.

For just one example, his metaphoric motif (getting literary now!) of the launch and the rocket, its fuel and trajectory, are all poetically persuasive. Poetry persuades. Its rhyme, rhythm, figurative language, and compression unconsciously convince us. Mike's a poet and he may not even know it!

Launch is a living demonstration of good content: it's clear, crisp, fun and easy to read, and packed with rocket fuel to propel you.

All you have to do is ignite its principles and watch them rocket you up, up and away!

We Have Lift Off: Read Launch!
Once in a while the planets align perfectly: things are happening in your life that link up magically and wonderfully with outside forces or events.

That just happened for me. Launch just launched at the same time I'm launching a novel and a new startup business.

Could the timing have been any better for me? Nope.

And the timing is right for you, too. Because there's no time like the present.

Launch is a winner: its solid gold principles and inspirational mission plan couldn't make more sense or work any better.

So, Launch yourself now! Get on board and take your dreams for a ride straight to the stars!
4 von 4 Kunden fanden die folgende Rezension hilfreich
A roadmap to your business success. A book review of Launch: How to quickly propel your business beyond the competition. 26. August 2011
Von Sara Nguyen - Veröffentlicht auf Amazon.com
Format: Gebundene Ausgabe
I actually won this book as a runner up prize in Michael Stelzner's Facebook photo contest this year. I have a good track record of winning book contest - 2/2 so far. So when this book arrived in the mail, I put on my trusty book-review glasses to provide you with a chic book review for Launch: How to quickly propel your business beyond the competition. By Michael A. Stelzner.

What's it about?

Michael A Stelzner, or "Mike" as I shall affectionately call him, is the founder of Socialmediaexaminer.com. His website is an information rich hub on all things social media for business. This is not a "how to set up a Facebook profile" book. No no. This book is much more valuable and strategic than that. Nor is it a fluffy, eye in the sky "conceptual" book about the social media landscape. His book "Launch" is essentially a blue print to help you grow your business using social media marketing plans - that are proven to work.

The best tid-bits?

Paying it forward. One of the key themes that resonated with me in the book is how you can (and I paraphrase) succeed through business by helping other people with their business problems. And the way that you help people is through information in the form of good, valuable content.

Content is king. As a social media marketer, I have always known this to be true. Mike takes it further in his book to explain how good content in the form of how-to articles, expert interviews, case studies and videos aimed at helping people resolve their problems, helps you achieve growth.

Awesome case studies, examples and TEMPLATES!!! Mike explains his success formula to be: Good Content PLUS Others Content MINUS Marketing Messages = Growth. He uses good case studies, gives you lots of different sources of ideas and reference points. But my favourite part is the "samples" at the back, which are really templates if you ask me. You get to see examples of best in class content which you can model your own off. I found this very valuable.

I have read many social media marketing books in the last year, which have disappointed me, but Launch did not. It was very engaging and useful. The information provided was relevant for a small business owner, the action items were achievable and within reach. I recommend it to any small business owner who wants to grow their business using social media marketing and who is willing to do the distance and create and source good content. Success is in your reach. I truly believe if you implement the ideas that Mike explores in his book launch, you will see your business grow and rise to new levels. Good luck to Mike and small businesses everywhere.

Sara
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