Category Archives: Marketing

Posted on

483: The Illusion of Choice with Richard Shotton

by

My guest this week is making his first—and hopefully not his last—visit to the Read to Lead Podcast, and on the eve of the show’s 10th birthday, no less.

richard shotton

His name is Richard Shotton. He’s written a followup to his amazingly well-received The Choice Factory. It’s called The Illusion of Choice: 16 1/2 psychological biases that influence what we buy.

I devoured this book in a single day. It’s just over 190 pages with short, to-the-point chapters. Each one lays out plainly a psychological bias, shares what recent studies have shown about it (some of which are Shotton’s own), and then proceeds to show you, step-by-step, several ways you might consider applying what you’ve learned to your business.

It doesn’t get much more practical than that.

Richard draws on academic research, previous ad campaigns, and (as mentioned) his own original field studies to create a fascinating and highly practical guide that focuses on the point where marketing meets the mind of the customer.

You’ll learn to take advantage of the peak end rule, the power of precision, the wisdom of wit – and much, much more.

I hope you’ll click the play button below to learn more about Richard and his work. For a summary, just keep scrolling.

Join in on our chat below

Subscribe: Apple Podcasts | Spotify | RSS

Continue Reading »
Posted on

465: What to Say to Get Your Way with NYT Bestselling Author Jonah Berger

by

At the beginning of this year, in Episode 456, I highlighted the six books I’m most looking forward to in the first half of 2023. I hope to feature all six here on the podcast. The first was featured in late January (Attention Span by Dr. Gloria Mark).

jonah berger

I’m excited to share that the second book on that list is being featured today. It’s from Wharton Professor Jonah Berger and is called Magic Words: What to Say to Get Your Way.

In Magic Words, Jonah gives you an inside look at the new science of language and how you can use it. Technological advances in machine learning, computational linguistics, and natural language processing, combined with the digitization of everything from cover letters to conversations, have yielded unprecedented insights.

You’ll learn how salespeople convince clients, lawyers persuade juries, and storytellers captivate audiences; how teachers get kids to help and service representatives increase customer satisfaction; how startup founders secure funding, musicians make hits, and psychologists identified a Shakespearean manuscript without ever reading a play.

This book is designed for anyone who wants to increase their impact. It provides a powerful toolkit and actionable techniques that can lead to extraordinary results. Whether you’re trying to persuade a client, motivate a team, or get a whole organization to see things differently, this book will show you how to leverage the power of magic words.

Intrigued? Click the play button below to learn more about Jonah and his new book.

Join in on our chat below

Subscribe: Apple Podcasts | Spotify | RSS

Continue Reading »
Posted on

463: Redefining What It Means to Sell with Colin Coggins and Garrett Brown

by

My guests today ask the question, “What if the greatest salespeople on the planet are the opposite of who you think they are?”

Colin Coggins and Garrett Brown

Everyone sells, every day. It’s why the most successful people are better than most at selling themselves, their ideas, or their products. Yet when people hear the word “sales” they think of an overly confident, articulate extrovert at best, or, worse, a pushy, know-it-all huckster.

In part, because of these misperceptions, when they find themselves in a situation where they need to sell, they feel compelled to put on the persona of a “good salesperson.” But there’s a disconnect between who we think good salespeople are and who they actually are.

In any room, they’re not the most self-confident, they’re the most self-aware. They’re not the most sociable, they’re the most socially aware. And they don’t succeed in spite of obstacles, they succeed because of obstacles.
 
The Unsold Mindset reveals a counterintuitive approach to not just selling, but life. This book is not about “building rapport,” “objection handling,” or “trial closes.” It’s a journey toward an entirely new mindset — because the greatest sellers on the planet aren’t successful because of what they do, they’re successful because of what they think.
 
Being a good person and a good salesperson aren’t mutually exclusive. The Unsold Mindset will change the way you think about selling and the way you think about yourself.

I hope you’ll click the play button below to learn more about Colin, Garret and their work. For a summary, just keep scrolling.

Join in on our chat below

Subscribe: Apple Podcasts | Spotify | RSS

Continue Reading »
Posted on

459: You MUST Market Your Book with Honorée Corder

by

What is the single best tool an entrepreneur needs to build, boost, and grow their business? Win an Olympic Gold Medal? Sure! That’d be great. But apart from that?

honorée corder headshot

Write a book, of course! That according to Honorée Corder, author of 20-plus books including 2016’s You MUST Write a Book: Boost Your Brand, Get More Business, and Become the Go-To Expert.

But during the book’s launch and after it’s out in the world (and for the rest of your natural life) you must market that book!

Honorée has sold hundreds of thousands of book in ways most authors have never considered. She’s coached authors to successful writing careers and has co-authored and managed many books (including The Miracle Morning series).

Where to begin?

New and even experienced authors often feel overwhelmed by everything they’re told they must do. It can be hard to know where one should be putting their energy. Honorée has a gift for teaching what’s important in a way that’s easy to understand and remember.

In this book, Honorée takes a complicated subject and makes it simple to put into practice. She will get you excited to start the journey from the first work to bestseller.

Are You Ready to Find Readers?

You’ll love this playbook for author marketing because the stories and examples will stick with you as you build your publishing brand.

I hope you’ll click the play button below to learn more about Honorée and her work. For a summary, just keep scrolling.

Join in on our chat below

Subscribe: Apple Podcasts | Spotify | RSS

Continue Reading »
Posted on

451: How to Create, Live, and Sell a Powerful Personal Brand with Dr. Cindy McGovern

by

My guest today used to live just a few miles away from me in Franklin, Tennessee. She also taught for a time at a well-regarded Nashville university (Belmont). Something I too have done (MTSU).

dr cindy mcgovern

Her name is Dr. Cindy McGovern. And her newest book just released in September. It’s called Sell Yourself: How to Create, Live, and Sell a Powerful Personal Brand.

She says that, no matter what your role or title is at work, selling is an important part of what you do―whether you’re selling a product, an idea, or a new way of doing things. But, before you can sell any of those things you have to sell yourself.

Creating your own personal brand―and promoting it in all you do―is essential to achieving your professional goals and getting ahead in life.

In the book, you’ll learn about how to apply the most effective selling strategies to your personal brand, and how these strategies can help you create and live a personal brand that will be easy to sell.

Intrigued? Click the play button below to learn more Dr. Cindy and her book.

Join in on our chat below

Subscribe: Apple Podcasts | Spotify | RSS

Continue Reading »