New book by Social Media Examiner Michael Stelzner
Time for a Fuel Injection and a New Flight Plan: Launch — !
Business people realize propelling their enterprise to astronomical growth, catapulting to greater heights of recognition and reward requires high-powered juice to carry the payload…
The Internet has changed the Way of Doing Business Forever
In the new book “Launch: How to Quickly Propel Your Business Beyond the Competition” written by Social Media Examiner founder Michael Stelzner, the author refers to the Internet as the catalyst for business model change, and redefines marketing success from the Old School way of marketing, to focus more on the needs of others, rather than the need to get yet another sales message out.
Powerful evidence further substantiates this shift, as Stelzner cites the fact that fewer than 1 in 3 people trust marketing messages. Successful implementation of his strategy is further illustrated by the meteoric rise of Social Media Examiner from the proverbial launch pad in October, 2009 to stellar orbit and beyond – today.
It is clear Michael’s strategy of providing great content helps to build the relationship with the people businesses want to reach, by generously and consistently providing ongoing value, through soft marketing and strategic partnerships.
Based on the analogy of a rocket ship representation for the reader’s business, Michael shares with his readers the Social Media Examiner Flight Log, along with proven content strategies and real-life examples throughout the blueprint presented in his book.
While change in the marketplace is an ever-present factor affecting how business is done, another important element is the consistent presence of people, who will ultimately determine how an idea or business will fly.
A New Strategy for a New Era
The new content-based marketing strategy advocated by Stelzner is very much people-centered, and summarized by what he refers to as then “Elevation Principle,” represented in a simple formula:
GC + OP – MM = G
The formula reads: “Great Content” plus “Other People” minus “Marketing Messages” equals “Growth”
For success in applying the above formula in today’s marketplace, Michael clearly states a paradigm shift from the previously-brandished “What have you done for me today?” to the more appropriately-worded question “What have I done for you today?” Asking “How can I help?” is essential. Many folks may be surprised that Michael is not referring just to a business’ target market, but rather including those outside your business, many of whom will likely never be your customers.
Applying a content-based marketing strategy is accomplished by:
Focusing on the needs of others, you can help them solve their basic challenges.
Generously giving gifts and recognition, which further builds relationships.
Working with others through strategic partnerships, role models and inspiring content.
Restraining from marketing messages that cause ‘friction,’ slowing down propulsion speed of a business.
Prepare for Take-off, Ladies and Gentlemen…
For a smooth launch, Michael takes the reader through the process of establishing a clear business vision, determining measurable goals and a flight plan. In keeping with his people-centric philosophy, he explains how and why looking outside the immediate realm of a business is critical. By establishing role models, discovering inspirational content and establishing excellent working relationships, a greater reach toward what is possible is accomplished.
Engaging content is referred to as the rocket fuel for the reader’s business marketing. According to Stelzner, it is available in 2 rocket propellants, each with a rating for efficiency for the desired specific impulse (result):
Primary Fuel is comprised of the types of content relatively easily produced and often freely available, including: how-to articles, interviews, reviews, etc.
Nuclear Fuel includes content that is more involved to create, often hard to come by and has a price tag associated with it. Because of this, it has a perceived greater value: White Papers, Reports based on Surveys, etc.
Fortunately, we are not left at the gateway of the launch pad! Marketing Master that Michael Stelzner is, he takes the reader beyond the content creation concepts, explaining considerations regarding the best time and use that could be made of them. In his true content delivery style, he leads us right into the rocket itself and practically buckles our seatbelt for us, as he also explains new ways to use marketing techniques effectively in today’s marketplace. Stellar!
As for my impressions of Launch, I uncovered several real gems of insight that will help me create more engaging content. As a longtime media professional and with journalistic training, I discovered some additional helpful information regarding effective use of graphics in relation to number of words in a post, and the number of words comprising a news post (3-400) versus a magazine-formatted story (1,000). I also enjoyed the book’s helpful Appendices, containing “Primary Fuel Content Samples,” as great examples of engaging content.
In an era when it appears marketing is so mainstream it’s almost pop culture, and while many claim to be ‘social media experts’ but few have the proven track record, true expertise and insight are so needed to guide our journey into unknown dimensions. I am not aware of a professional more proficient at harnessing the power of social media, with collaboration and consistent delivery of exceptional content at its core, while engaging an audience at near-stratospheric levels, than Michael Stelzner.
Regardless of the length of time in business, actionable ideas, strategies and examples are contained within the book’s 255 pages. Basic principles are presented in blueprint format, with a clear explanation of each concept, the importance of every strategy in the scheme of things, and ways each can be applied. Great graphics, clear photographs and screen captures add rich dimension to this book. I highly recommend this book to assist those new in business just fueling up for an inaugural flight, as well as to established businesses needing a review of their flight plan.
Launch is gorgeous, filled with proven strategies sure to ignite your business efforts — I know you’ll enjoy reading it. If you can’t wait to get out there on the launchpad, you can sample this cool book from Michael, by downloading a free chapter of Launch at the speed of light (or your internet connection, at the very least) by clicking this linked text.
For more information about “Launch: How to Quickly Propel Your Business Beyond the Competition” written by Social Media Examiner founder Michael Stelzner
Social Media Examiner
