5 Standard Works for Marketing and Sales: By Tesla, Blog Boosting and Club 55 {Review}


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Sales success does not come by itself: Who wants to be heard with his idea or his product, must make marketing. 5 standard factories help.


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Here writes for you:

Damian Sicking Damian SickingDamian Sicking has more than 25 years of experience as a specialist journalist and (chief) editor for management-journal.de or Roter-Reiter.de.

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Oliver Ibelshäuser 85Oliver Ibelshäuser is a journalist and owner of the editorial office Text und Vision.

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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.

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Standard work for bloggers?

Overview

Michael Finkes started blogging to write the ultimate blogger standard work. He succeeded in part. Unfortunately, there are a few shortcomings. Granted, a review of a book that was estimated to be written two years ago is a little nasty, because it's eternity in fast-moving online marketing.

But because blog-boosting is sold as a standard work for blogs, the book has to put up with this criticism unfortunately. The positive in advance: The book can largely meet its claim to be a standard work. It provides comprehensive information on all aspects of online and blog marketing.

A cornucopia of ideas

Overview

Marketing strategies, success measurement and monetarization of the blog are treated as well as design and content. A real cornucopia of ideas and tips.

In the latter, the great credit of Firnkes' book: He makes it clear that it is not about short-lived tricks and quick successes, but about long-term readership.

Plus point: How to win readers and cooperation partners

Overview

Therefore, there are detailed chapters on how to turn readers into customers and find cooperation partners. In this way, Firnkes has made it clear to me how important it is to nudge readers into "call-to-action actions" or "similar posts".

Because now in this way can be bounce rate or the sale of eg books to increase - of course, without the blog to look like overloaded, which is always a design issue.

Minus point: Google updates and SEO

Overview

Unfortunately, the book also has a major weakness: since it was written two years ago, it does not take into account the immense changes that have resulted from the panda and penguin update in the Google ranking.

First, because many of the little tricks that Firnkes advertises no longer work, such as random or regular page content. Google is not easy to outsmart today.

Some tips are even harmful

Overview

But it can also have more serious consequences: for example, I followed Firnkes's advice and put my comments on do-follow for a while to increase the incentive to comment.

The consequence: an immense deterioration of my rankings. What happens? I suddenly had too many dead links on the page and the draw since the penguin update the page quite significantly down.

Standard work especially for blog beginners

Overview

It is precisely these examples that show the difficulties of a standard work: each blog is unique, has different content and technical requirements. A standard work for all to write is therefore difficult to impossible.

Especially for blog beginners, however, blog boosting offers plenty of tips. However, after a training phase you should go your own way.

And action

Overview

A darkened room. The air is humid and stuffy. The boss has invited 17 executives to the meeting room. He presents the goals for the coming year.

In a monotone voice in the semi-darkness. Some listeners are already struggling with sleep. Change of scene.

Do it like Hichtchock

Overview

A darkened room. A woman is standing in the shower after a hard day. Suddenly the shower curtain is torn to the side. Shrill music, staccato-like. The outline of an old woman can be seen in the backlight.

She has a knife. The old woman stabs the naked woman. Four times, five times, eight times. Then she disappears as fast as she came. The naked woman slowly sinks to the ground, falls over the basin. Dead.

Tension instead of boredom

Overview

Both scenes are familiar to you - the first of her everyday work. The second from the cinema - it's Hitchcock's "Psycho". And also the differences are clear: in the meeting room we usually dream like bored or secretly check ours eMails. In an exciting movie, we glued banned in the cinema chair and almost vibrate with excitement.

Because people love tension and often get bored. Especially when it comes to presentations. This is because many presenters are too busy with themselves and your topic. And not enough to think about their audience. As a result, the results and objectives of the presentation are often not achieved or not achieved optimally. Tension and attention make presentations more efficient.

Hitchock movies as a role model

Overview

The author and presentation expert Michael Moesslang has been inspired by his preference for the films of Sir Alfred Hitchcock (1899 - 1980): they served as a template and source of inspiration for this book.

The author analyzes scenes from films like "Psycho", "The Birds", "Topaz" or his favorite film "The Invisible Third" and contrasts how the methods and techniques of the film are translated into a presentation.

Hitchock in work day?

Overview

"That's how Hitchcock would present" is a book that offers concrete help with many practical examples. It reads well, is entertaining and exciting. Small drawback for those in a hurry: better presentations are not without practice and certainly not on their own. If you want to do it better, you must first pay attention to the subject and try something new. Moesslang, for example, deals with the different aspects of tension, from Hitchcock's Suspense, Tension and Surprise to film design and tips for a more exciting presentation.

Show slides - but right!

Overview

Example foils show: The foils can be downed anyone. Moesselang's tip: You start with the words that lead you to the topic of the next slide, without even showing it. Only at the moment in which you pronounce the keyword, you click and shows the new slide.

Shortly before the keyword, there is a noticeable pause and the click is exactly matching the keyword. This creates tension in the best Hitchcock tradition. From this book even presentation professionals (and those who believe they are) can learn something else. Many listeners would be grateful if their presenter had pre-empted Moesselang's suspense tips.

Who was Nikola Tesla?

Overview

Today, Elon Musk causes a stir with his Tesla - but who was the man to do that? Company gave his name? A successful biography of W. Bernard Carlson.

Everyone knows the name "Tesla" today. At least anyone who is interested in cars. Who was the man who filed 112 patents throughout his life and was obviously groundbreaking and is the epitome of Tesla automobile company namesake?

Rise and fall of a genius

Overview

What many know: Tesla is currently shuffling the global automotive industry and has become a nightmare for many traditional manufacturers. What many do not know: Tesla is not an art word, which any marketing people or Kunstworterfinder have come up with.

When the name Tesla was chosen, it was a bow to a man who is considered by experts to be the inventor of the electric age. This man was named Nikola Tesla. He is also called the "magician of electricity".

Ingenious physicist, inventor and engineer

Overview

"The inventor of the electric age" - this is the subtitle of the biography of Nikola Tesla written by the American technical historian W. Bernard Carlson and which has now been published in German. To put it briefly: an exciting and informative biography that was rightly awarded several times.

The reason is not only that the book is great. Past biographies have paid tribute to Nikola Tesla as a kind of superman. Carlson, on the other hand, not only wants to celebrate the ingenious physicist, inventor and engineer, but also critically consider it. And while previous Tesla biographers have focused largely on his personality, Carlson seeks to honor man and his creative work.

Innovation and distruption

Overview

Carlson's book is written alive, and one learns a lot, even over the time Tesla lived. Absolutely readable the almost 30 pages long epilogue. On the basis of Tesla's life and work, Carlson addresses the question of what Nikola Tesla is able to learn about the process of inventing inventions and the role of innovation in the economy.

Conclusion: Who wants to know who the man was, to whom the most modern car of the present owes its name, can not avoid this biography about Nikola Tesla. The book is also a source of inspiration for anyone interested in innovation and disruption, invention and marketing, laboratory and market. A big book, a great book.

Europe's top salespeople gather at Club 55

Overview

The strictly access-regulated Club 55 bundles the sales competences of the Sellerelite of Europe. Now, for the first time, a club-authorized marketing guide is available in book form. How do the sales secrets of the Sellerelite look like?

Since 1959, the 55 club has been established, in which the best sales and marketing experts in Europe meet and regularly discuss current trends. Access is highly regulated and only a few are allowed to attend the meeting.

Anyone wishing to be included in this exclusive circle must meet certain criteria and be recommended by at least two existing members. Now, for the first time, there is a club-authorized work that sees itself as a guide to sales success: "Sales Code 55". A work that is very well suited for sales and marketing.

The success secrets of Europe's sellerelite

Overview

But how do the success secrets of Europe's salespeople look like? The most important questions they deal with are:

  1. Why do we buy this and not that?
  2. Why do we not buy at all and when?
  3. What is behind our purchasing decisions? What must happen to buy from buyers?

In search of the Holy Grail of the sale

Overview

These and similar questions not only occupy scientists, but also legions of sales and marketing directors, sales trainers and book guidebook authors. The members of the "Club 55" are on the trail of the secret of the ultimate sales success. And for many years.

Currently, these elitist circles include Erich-Norbert Detroy, Hans-Uwe L. Köhler, Martin Limbeck, Frank Scheelen, Stephan Heinrich and Gregor Staub. All people who have been driven for years by the search for the Holy Grail of sale.

All relevant aspects of modern selling

Overview

Now, the previous expedition results of perhaps the best sales experts in Europe are available for the first time in print. We can introduce: "Sales Code. The secret of success of Europe's seller elite. "

The book, with a total of 460 pages, is edited by Michael Ehlers and Guglielmo Imbimbo, both members of Club 55. As a kind of reinforcement, you have sought out numerous colleagues from your club in order to write their "guide to sales success" together. The result is an exciting book that highlights 55's overall success aspects of the sale.

The personality is important

Overview

This includes, among other things, the personality of the seller, the sale in the age of digital transformation, the importance of relationship management, and, of course, the importance of data maintenance, preparation and acquisition, and a great deal of competencies

  • communications,
  • Negotiation-,
  • Presentation and
  • Making power.

The Bible of Selling?

Overview

In short, as the two editors in the preface write with pride, we are dealing here with a "canonical work," the bible of selling, "dealing with all aspects of modern selling."

This book is a "must read" for anyone who is responsible for sales or marketing. Point.

Tool collection for everyday business

Overview

Guidebooks for working with social media, there are almost so many that you can not see the forest for the trees - and often not even help. But Toolbox Social Media is different. The title suggests it already: This book is a compilation of tools that make managing social media tools better, faster and easier. Contained are different communication concepts that have proven themselves in practice.

Because the few concepts can be really abstracted and transferred to their own workplace. Toolbox Social Media, on the other hand, provides the templates that many of us wish for everyday business.

Special format

Overview

In the practical double-page format Jörg Pfannenberg and Denise Schmalstieg present the most important tools for (online) company communication.

The numerous practical examples facilitate the direct implementation in your own company. They succeed very clearly.

Practical and easy to implement

Overview

Short explanatory texts explain problems, objectives and solutions so well that the application of the individual tools can be transferred directly into the business.

One focus is particularly on a planned approach before the measures are implemented. In the chapter on the website, for example, there are many useful methods that enable the competition and the target group to be defined in advance and the content to be successfully implemented.

Toolbox for social media campaigns

Overview

"Toolbox Social Media" is therefore a compact handbook and reference book for online PR managers, who here find 111 tools and methods for "managing communication in the Web 2.0".

The book is structured according to the areas "Corporate Website", "External Corporate Communication 2.0", "Employee Communication 2.0", "B2B Marketing Communication 2.0" and "Investor Relations 2.0".

Any tool in text and image on a double page

Overview

The special feature of the transverse format book is its compact design. Whether it's scorecards for a corporate website, design for internal launch campaigns, or success measurement for Facebook posts:

All instruments are dealt with on a double page with a short introductory text and a full-page illustration, sketch or table that exemplifies the implementation in practice. In this way, the central contents are conveyed quickly and vividly. "Toolbox Social Media" introduces page-by-page in text and image the tools and methods that online managers use to improve internal communication and successfully control web campaigns.


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  2. Michael Firnkes

    Thank you for the review, especially for the criticisms. This shows me that I have to go into the following edition differentiated on both points mentioned (dynamic content + DoFollow comments). Both still work for me and for many blogger colleagues, despite or even with the Google Updates. But there are pitfalls to keep in mind, like the "dead links". Although I find it hard to imagine that this alone has brought the ranking down significantly? No matter. An update follows.

    • Simone Janson

      Hello Mr. Firnkes,
      I think it is also simply because the writing / publication of the book coincided with various Google updates, whose drastic changes could not be foreseen.

      And yes, with the dead links I am quite certain:
      At first I had the comment on Dofollow, because I consider the idea synonymous for comprehensible and good. However, with me then the access numbers drastically broken. I've changed that again and the numbers have recovered immediately.
      A few months ago, I read somewhere that you should remove the dead links. I then removed thousands of dead links with the Broken Link Checker plugin - which in turn significantly improved my traffic. I think the link has become even more important after the penguin update.

      • Michael Firnkes

        Hello Mrs. Janson,

        Thanks for the very valuable reference, which I had not heard in this dimension so far, but which should nevertheless concern some bloggers. I myself had portals with up to a few hundred broken links - which I then cleaned up with the Broken Link Checker - without visible effects before / after (also not before / after the Google updates). But with a few thousand references this is not only felt but also demonstrably a much higher role.

        In general, the question DoFollow / NoFollow has to be assessed differently for various reasons. I am putting this into the next edition, which is expected to be released by the end of the year.

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