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Buyology
Martin Lindstrom
Discover the truth and lies about why we buy. Think about your last shopping trip. Did you go to the grocery store? The mall? Perhaps you purchased a few things online. Think about the items you purchased; more importantly, think about why you purchased them. Can you even remember? What was the rationale behind your purchase? If you’re like most people, you can likely admit that your purchase was a gut-level decision you probably can’t explain. So what motivated you to buy it? Throughout Buyology, you’ll learn the science behind why we make purchases and even why we prefer some brands over others, like Pepsi vs. Coke or Apple vs. Samsung. You’ll find that science reveals that our brains are incredibly complex and companies have long tried to understand our buying habits to sell us their products. However, many companies have gotten it all wrong. In fact, neuromarketing has revealed some surprising facts about advertising. For instance, sex doesn’t actually sell and antismoking ads make smokers want to smoke even more. So if you’re looking to produce a marketing strategy that sells or if you simply want to control your impulse purchases, keep reading to find out how neuromarketing has changed the way marketing will be done forever.
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28 minutes
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China’s Super Consumers
Savio Chan, Michael Zakkour
What the experts know about selling to one billion customers. Have you ever wondered why so many American products are actually made in China? Or why the US works so closely with the Chinese economy? Perhaps you’re a new business owner who’s wondering what it would take to make connections with China and expand your product’s reach. If that describes you, then look no further: this is your comprehensive guide for tapping into the goldmine that is the Chinese market.
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18 minutes
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Contagious
Jonah Berger
Learn why certain ideas are infectious. Whenever something becomes an internet sensation or a cultural phenomenon, we say that it has “gone viral.” We refer to certain types of ideology as being infectious as though we’re referencing a disease. But have you ever wondered what makes something go viral? Whether it’s a new gadget or a new idea, why do some things catch on more than others? Do the rules of contagion differ according to the product? Contagion (2013) is a critical analysis that explores the answers to these questions and many more!
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10 minutes
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Difference
Bernadette Jiwa
The One-Page Method for Reimaging Your Business and Reinventing Your Market Think about the products you buy. Do you have a connection with them? Likely not. In fact, we often buy products simply because of price or convenience. There are some products and services, however, that people feel a deep loyalty to. Think about brands like Apple, Facebook, and Airbnb who have a loyal following and devoted fan base. What is it about these companies that make people fall in love with them? Throughout Difference, author Bernadette Jiwa lays out how brands like these use the traditional “Ps” of marketing and add one additional, key ingredient: people. That’s right, they place the consumer first and center their needs around everything they do. The result? Love and loyalty. So how can you do the same for your business? Find out now. As you read, you’ll learn why you need to start with the truth instead of a product, why empathy is important, and how companies like Airbnb and Uber have set a new standard in their industries.
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20 minutes
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Enchantment
Guy Kawasaki
Learn what seperates a real smile from a fake one, and a visionary from a huckster. Discover how to do more than just persuade people, but enchant them. Enchantment is a book about how to captivate and inspire people on both an individual and organizational level. Venture capitalist and marketing specialist Guy Kawasaki lays out how to impact others by understanding your audience, having a great cause, and focusing on the long run. It covers both broad stroke discussions on the elements of being interesting and enchanting, as well as practical instructions on how to give presentations, master the art of communication, and use online platforms.
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21 minutes
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Everybody Writes
Ann Handley
Your Go-To Guide to Creating Ridiculously Good Content. In today’s world, we spend a lot of our time online. As a result, we communicate through pictures, memes, gifs, and more. Who needs writing anymore, right? Well, with all this content creation, writing matters more now than ever before. Whether you are simply sharing pictures on social media or maintaining an entire website for your company, you are a writer. Today, online words now act as our currency, they tell our customers who we are, and they carry our marketing messages. This means you need to choose your words well and begin placing value on an often-overlooked skill in content marketing: how to write! In Everybody Writes, top marketing guru Ann Handley provides insight and guidance into the process and strategy of content creation, production, and publishing. The lessons and rules apply to all areas online, including web pages, landing pages, blogs, email, and even Facebook, Twitter, LinkedIn, and other social media. As you read, you’ll learn why your first draft should be "ugly," why less is more, and how to write a successful landing page.
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18 minutes
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Frenemies
Ken Auletta
Frenemies (2018) examines the tumultuous, love-hate relationship between the marketing and advertising industries. Taking its name from the toxic friendship model which leaves both parties wondering if they’re friends or enemies, Frenemies considers the disruption which has destabilized our traditional conceptualization of marketing and advertising. Taking a closer look at the effect of the internet age, Auletta theorizes that technological advances have forced our industries to adapt and evolve in ways which are both toxic and beneficial.
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19 minutes
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How to Make a Killing on Kindle
Michael Alvear
Learn how to turn your ebook into a bestseller So, you’ve written a book. And now you want people to read it! If you’re not sure how to make that happen, How to Make a Killing on Kindle (2018) is your guide! A compilation of handy, actionable steps proven by the author’s firsthand experience, Michael Alvear’s anthology of success tips will help you turn your book into a bestseller!
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14 minutes
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Jab, Jab, Jab, Right Hook
Gary Vaynerchuk
How to pack a powerful punch on social media. Wouldn’t it be great if your social media presence was a knock-out? If you were knocking down sales targets left and right? Every entrepreneur and social media manager wants that, but it can often be difficult to stand out from the crowd. Jab, Jab, Jab, Right Hook (2013) is bestselling author and social media guru Gary Vaynerchuk’s guide to creating a social media presence that packs a punch.
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13 minutes
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Neuromarketing
Patrick Renvoisé, Christophe Morin
Learn all about the psychology of sales. Have you ever thought about the human brain in the style of the children’s movie Inside Out? If you saw the film, you might remember that the brain served as a control center and was operated by a spectrum of emotions. Joy, Sadness, Fear, and Anger worked together to keep the brain functional by pressing a host of relevant buttons. Well, believe it or not, the brain actually works in a very similar way! In fact, the brain of every human comes equipped with a “buy button” that will motivate them to purchase what you’re selling! You just have to know where that button is and how to press it. Neuromarketing (2002) is your guide to making that happen.
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13 minutes
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