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Marketing that Beats the Odds

Front-of-the-Class

Here at the WildFire Marketing world headquarters, we talk a lot about spreading our clients’ messages like wildfire. There’s nothing better than seeing people respond to a new book, an innovative product, or a noble non-profit campaign that improves their lives. But, some messages deserve extra attention due to the inspirational power that they represent. As an example, I recently attended a fundraising event for a wonderful non-profit client, Growing Leaders, who teaches character-building skills to high-school and college students. The main speaker for the evening was an award-winning teacher named Brad Cohen. Brad has been honored as a Georgia Teacher of the Year, written a prize-winning book, featured in People Magazine, and … [Read more...]

Does Your Marketing Pass the Testimonial Test?

Quick…time for a marketing pop quiz! Take a moment to answer the following three questions: 1. When was the last time you asked a happy customer, reader, or donor for a testimonial? 2. When was the last time you received a testimonial from a happy customer, reader, or donor? 3. When was the last time you posted a testimonial from a happy customer, reader, or donor on your website, social media pages, or other marketing materials? If you answered “over 60 days ago,” I don’t know,” or “never,” the bad news is you failed the testimonial test. Go to the chalkboard and write 100 times “I will listen to Rob and respect the power of testimonials from now on.” Don’t feel bad. I’ve had to put myself in detention … [Read more...]

Is Your Marketing Stuck in Medieval Times?

If you read last week's post, you know that I am quite keen on a book called "How Brands Grow," by Dr. Byron Sharp. He is one of the few people in the world who has applied extensive scientific research and testing to prove what types of marketing ideas are true and false. He's conducted research for respected companies, including Coca-Cola, Proctor & Gamble, Kellogg's, Kraft Foods, Turner Broadcasting, ESPN, etc. Dr. Sharp's findings have revealed that a lot of what is taught by common marketing textbooks and social media gurus - is absolutely wrong! Dr. Sharp says that modern marketing is in a position similar to medieval times when people believed that the earth was flat and that doctors who blood-let their patients would help … [Read more...]

Big Mistakes Marketers Make

If you've been involved with marketing for any extended period of time, you've probably heard common adages and axioms, such as: It costs 5 times more to win a new customer as it does to stop one from leaving. The best way to grow revenue is to target your top customers for repeat sales. Advertising works best when it's focused on the segment most likely to purchase. Most word-of-mouth happens from the most loyal customers. Did you know that there is no empirical evidence to support any of these statements? In fact, all four are wrong according to marketing science researcher, Professor Byron Sharp, in his amazing book, "How Brands Grow." If you don't believe me, I highly recommend that you read his book. The video below gives … [Read more...]

How to Turn a 23-Year-Old Book into a New York Times Bestseller

New-York-Times

I’m excited to announce a rare achievement in the field of publishing. For the past 18 months, I consulted with Zondervan Publishers to help revive sales of a classic book called, “Boundaries.” Last week, the book became a New York Times bestseller for the first time in its 23-year history! In addition, “Boundaries” made the ECPA “Best of 2014” Christian Bestseller List. I’m extremely proud of this success, because it’s very difficult to get old backlist books onto the current bestseller lists. Usually, new frontlist books get the lion’s share of media attention and sales. However, the team at Zondervan and I proved that it’s never too late to resurrect excitement for a good book. How did we do it? We used the … [Read more...]