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Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition, by David Newman
Free Ebook Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition, by David Newman
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Product details
Hardcover: 288 pages
Publisher: AMACOM; First edition (June 5, 2013)
Language: English
ISBN-10: 0814432867
ISBN-13: 978-0814432860
Product Dimensions:
6 x 1 x 8.5 inches
Shipping Weight: 1 pounds (View shipping rates and policies)
Average Customer Review:
4.7 out of 5 stars
293 customer reviews
Amazon Best Sellers Rank:
#237,844 in Books (See Top 100 in Books)
David Newman’s “Do It! Marketing†is, for me, word for word, the best marketing “how to†guide for small businesses - and for those looking to provide marketing counsel - in existence.There are several great ones, several of which I’ve reviewed in glowing terms. But this is a bible I’ll turn to repeatedly. It has a number of unique qualities, several set out below. But where I think it truly nails it is in the blend of concision and precision. There are no wasted words here. The book’s coverage is comprehensive – from building your own business model, to learning your prospects, to generating good leads, to closing, to content marketing, to social media, to personal branding, to thought leadership and more – but never pedantic or weighted down. Fact is, marketing done right is smart and manageable. Mr. Newman offers a brilliant guide to producing – and selling – just that kind of marketing – with a much-needed emphasis on small and medium-sized businesses. Among the many highlights:• The author plays it straight: having read hundreds of books in the subject area, can’t tell you how refreshing it is to come across a title that’s just honest. Mr. Newman doesn’t try to pretend that good marketing is a magic formula that is in his sole possession. At the same time, he doesn’t pretend that it’s particularly easy for small businesses to do marketing well. Both principles ring true. Good marketing isn’t rocket science – but in a saturated climate, it does need to be done very well to break through.• The author pulls no punches in stating flat out, marketing is important and amen. It’s a critical enterprise function. Chief executives who don’t see it as such likely either aren’t doing it right – or their businesses aren’t going to be around for very long. Marketers who struggle to sell their services will do well to read Mr. Newman’s book closely – for all sorts of reasons. But the “make no apologies for wanting to provide a central business function more effectively†is dead on and it bears repeating and internalization.• I will be honest in that I am always wary about books that seemingly promise “x steps to great marketing.†First, to be very clear, that’s not what Mr. Newman is doing here and one realizes that nearly instantly. His promise is sincere. The book is indeed comprised of 77 practical steps that can really be implemented in very short order. Will your marketing immediately be magnificent? Not necessarily. But if you take the time to do the work, to grapple with the questions posed and to study the abundance of wonderful additional online resources that Mr. Newman offers, this book can get you from nowhere to a rock solid foundation quickly. Is there investment involved? Yes, but nothing extraordinary. In my opinion, successfully completing tasks 1-20 (to speak generally, centering around knowing your own business, your business model, your value proposition and, as importantly, how to speak the language of your top prospects and connect your value propositions to their paint points) are easily worth the price. If you can get through this stretch, you’re halfway to home. Second, part of the what makes this book so great is that it is indeed structured in a systematic way that matches intuition – but it’s hardly purporting to thrust a one size fits all marketing program down the throats of either providers of marketing services or prospective customers. Mr. Newman lays out both strategy and tactics – and critically distinguishes between the two – but the essence of the tactics themselves, the “contents of your content†etc. – are very much left to be individualized.• The lessons set out in this book are drawn up beautifully for small and medium size B2B marketing and sales. That’s a niche that many write in – often well – but few conquer it as does Mr. Newman. That makes the book a rarity in and of itself. But I would also feel confident in saying that the tools laid out here could and would improve marketing services (and the selling of such) for any business at any level.• My own belief is that “brand†as an a concept in and of itself matters a bit, not as much as is hyped and more if you’re in the Fortune 500 already– and frankly, so few folks recognize what a brand is that, for your standard small business, it’s simply not worth taking the effort. Mr. Newman doesn’t say so explicitly – but given that a brand is in, reality, the collective set of perceptions that stakeholders have about your firm, the exercises this book takes you through – ranging from knowing your business, to speaking prospect, to your follow-up, to your CX, to your vocabulary bank, to your content, etc. – in nailing those down right, a firm almost inherently comes to realize what it’d like its “desired state†brand to be. And by being honest, substantive, creative, persistent, etc., the embodiment of that desired state tends to lead to a convergence between desired and actual – without the firm having thrown tons of money off the bat on a branding campaign. There’s no sense in branding if you don’t, for instance, have product-market fit or don’t understand your customers as well as they understand themselves. Putting the cart before the horse leads to what can be fatal incongruence,• My take is that particularly in the small business space, finding your niche and differentiating yourself producing the best and most valuable content in the field is the greatest and most cost-efficient manner to stand apart from peers – no doubt, content isn’t enough, the business needs to deliver on its promises and provide the utmost quality. But elite content is a game changer. And it’s precisely the opposite of, as Mr. Newman wisely points out, where you do not want to be: in a situation where your services are commoditized, and you’re forced to compete on price. Competing on price is an awfully difficult battle for marketers, marketing agencies and businesses in general to win, especially over the long-term.• The long term is another beautiful aspect of Mr. Newman’s book. While it can be operationalized quickly, it’s built to last. Make no mistake, it’ll take work and dedication. As it should be, by the way. But the 77 core action items espoused here are all very much evergreen in their centrality to a great marketing program. It doesn’t mean you don’t go back and iterate, based on market experience. Quite the contrary. But what makes this book so special is that it is, in my view, the best “minimum viable product†I’ve ever seen in the marketing world. For those who aren’t into lean startup techniques an MVP isn’t a negative. The notion is that with markets constantly changing, a business cannot afford to sit in a black box and plan and plan and plan. In those cases, by the time the master plan is ready, markets may well be unrecognizable. Rather, an MVP is that product or program that’s good enough to get you to market – into the ballgame. In other words, an MVP must be quality by definition, as lack of quality isn’t going to be viable. The MVP gets you to market and establishes relevance – and is conducive to being continually revisited based on experimentation and validated learning. It's the essential core and it needs to be good and to be out there.• I am admittedly not finished with it, but as I begin, in addition to my agency role, to privately consult, I’m using Mr. Newman’s 21 Day Marketing Launch to guide me in my thinking about my own little enterprise. Bearing in mind, I’ve been a senior marketing executive for quite some time, most of that in developing strategic marketing programs for clients. I’d like to think I know how to do it, but it’s a testament to Mr. Newman that I truly feel like his system offers me the best chance of success. Certainly Mr. Newman's ideas have broadened my own horizons in respect of counseling my existing and prospective clients.• You’ll need to read it to fully appreciate it, but time and time again, you’ll catch Mr. Newman very subtly practicing what he’s preached in earlier chapters. My favorite example is related to a community of thought leaders and testimonials. Mr. Newman, throughout the book, offers compelling additional content from guest contributors, who are widely acclaimed thought leaders. And it’s invaluable content. None of it pays homage to Mr. Newman. As intended. A true though leader, secure in his skin, understands that the mere presence of these contributions is a better testimonial than anything overt. And in turn, Mr. Newman goes out of his way to plug his contributors – much like with a prospect, the focus is on them, what their expertise is, how to contact them. It’s informative, classy and consistent and it’s executed perfectly.In some ways the marketing landscape moves so quickly that one feels like a book not published last week can’t be current. Not so for “Do It! Marketingâ€. Not that it’s old by any means – but it reads like it was written yesterday and especially when supplemented with the free online tools (download them) I expect it’ll always be evergreen. It’s a bible to be read, studied and enjoyed – over and over. Thanks to David Newman for a legitimately magnificent book.
Let me start by saying that David's book delayed the start up of my web design business by several weeks. It was the best thing that could ever have happened! In my BLOG writing experience, I had always been successful in writing great article titles and the ability to speak directly to the reader. Yet, when I began to design and develop my own Web Design website, I found myself trying to out "tech" my competitor's sites. I had long boring "features lists," full of the industry buzz words, glitzy widgets and flash on my pages meant to impress prospective clients. In other words, I had quit being myself and was on my way to having a web site that was much like all of the rest. I kept thinking during that time that something wasn't right. Even if a prospect found my site, what was there to make them stop, look and act. After a few other lame books, I took a shot and bought "Do IT!" The free materials that David offers, started to help change my thinking even before the book actually arrived. Actually, it helped the real me break out and have the confidence and ATTITUDE to Do It right!Although the book in totality is an excellent read, a couple of areas specifically stood out to me. Chapter 15 "Zero In on your Pain/Gain Factors. Here it explains how to take the usual "Features and Benefits" and reverse or "Flip" them to become "pain relief" and "problem resolution." Several other areas of the book also convinced me that I was hung up on keeping my prices too low. I found as I was working on base pricing (before options,) I began creeping my prices upward. In one chapter, David makes a bold challenge to try doubling your prices. As I am one or two weeks away from launching my site, I find that I have already incrementally increased them to the point they are already more than double where I had started, You might be thinking, if I haven't launched my own site yet, how do I know that's a good idea? The reason is that after mentioning to a few people that I was starting this business, word got around and I have two new clients that didn't bat an eye at the price I asked and I am now working on their sites before I can get my own finished. Who knows, maybe my prices will be tripled before I get it launched. In conclusion, if you are tired of reading books with charts about sales pipelines, and instead want immediate actionable items that will start making a difference for you and your business, I can't possibly think of a single reason you wouldn't pop $15 for this book. I'm just glad David didn't follow his own advice and charge what its really worth!
I read lots of marketing books and this must be one of the best. I originally purchased this on the Kindle and will now purchase a hard copy edition so it can sit on my desk for easy reference. There is so much in here. All in bit sized chunks for you to digest. Incredibly practical. Heaps of questions, checklists to help you really focus in on what really matters. As a marketing and business coach this is a superb resource to help you deliver more results not only for yourself but your clients. It cuts down the thinking time and gets to the guts of the issue, forcing you to make the right decision. Just follow the suggested processes, ask the questions and then more importantly take action and implement his suggested strategies. You cannot help but move forward. Thank you for a fabulous resource. Oh, and it is also supported by a heap of online materials, making this even more valuable. Highly recommended.
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