A lot of companies are stuck. They find marketing bewildering and unpredictable and just don’t know how to connect with customers. So they look to big companies and start imitating. Most times this goes over like a lead balloon. Fact is, the big guys have more firepower. Pretending you’re one of them only makes you look like an also-ran. Worse yet, it forces you to give up a power those guys would kill for.
Being small makes you fast, agile, and responsive. Most importantly, it allows you to get personal with your customers in a way no multinational can match, using tools that have never existed before. As natural as it should be for you to take advantage of them, it’s not easy to know how to start.
After a lifetime of ridiculous ads, phony marketing, and outrageous exaggerations, we need to step back and relearn how to communicate... in a way that actually works. This isn’t a textbook with a complicated marketing plan. It isn’t a marketing checklist either. It’s a one-on-one conversation full of zigs and zags. In it, I share many stories that are practical and sometimes personal. I believe they’ll help you find a way to take advantage of your small, smart, strategic advantage.
Ultimately, this book is about finding your own voice, articulating it clearly and using it to connect with your customers. My hope is that when you finish it, you’ll find yourself excited by the astounding opportunities that have only now become available to you. Get ready to do something with them. All you have to do is Speak Human.
Paperback: 308 pages
Publisher: smashLAB (November 2009)
Product Dimensions: 9 x 6 x 0.8 inches
Shipping Weight: approx 1.2 pounds
USA: $22.95 Canada $24.95
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