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Thursday, February 24, 2011

DAVE CLARKE: Sticky Marketing

Dave Clarke
by Dave Clarke

A couple of years ago Grant Leboff wrote the best selling business book 'Sales Therapy: Effective Selling for the Small Business Owner'. Grant has now followed that up with a new book, 'Sticky Marketing: Why Everything in Marketing Has Changed and What to do About It'. The new book shot to the No.1 ranking of 'Sales and Marketing' on within 4 days of its January release!

A few weeks ago I chatted with Grant about the new book.

1. Why write this second book, Grant?

"The onset of the Web and new technology has meant that the principles of marketing, which had been the same for nigh on 200 years and had not changed very much since the invention of the T.V, have now been completely turned on their head. There are many people focusing on the new tools e.g. Twitter, Facebook, YouTube etc. and how to get the best out of them. Fundamentally, however, Marketing has moved from being tactical to being strategic. That means to merely look at the tools is not enough. To make marketing work today, one has to really understand the changes in buyer behaviour and the new principles which underpin all successful marketing now. I felt there was a gap in the market for a book like this and it is the area that the book really addresses."

2. What’s the reason for the title, Sticky Marketing?

"Fundamentally, marketing works when it provides value for the prospect. The challenge for business today is that what consumers found valuable 20 years ago is no longer providing the same value. Merely shouting messages at individuals provided some interest in a world where it was relatively difficult to access information. Today, when we have so much information at our disposal, that can be accessed from a device in our pocket, this is no longer the case. Value now has to be more substantial and has to engage a prospect. This is because today all companies are in 'a battle for attention'. It is becoming increasingly difficult to obtain people's attention and keep it over any length of time. 'Sticky Marketing' was a way of describing this phenomena. Today, we need marketing that provides value, over a long period. Thus, it is engaging prospects and encouraging them to re-engage in the future. In other words it is marketing that sticks, or 'Sticky Marketing'."

3. What's the most important thing you want people to take from reading the book?

"I think there are many fundamentals that people need to grasp in order for their marketing efforts to be successful. However, I would sum up the book in one sentence. In his famous Presidential speech of 1961 JFK said, 'Ask not what your country can do for you, but what you can do for you country'. Borrowing this famous quote, I would say today, 'Don't ask what your marketing can do for you but what it can do for your customer'. If you can get that right, other aspects will start to fall into place."

4. So what next for you, Grant?

"I am very fortunate that life is very exciting right now. We launched a brand new web portal in January which, over time, will deliver really useful information, hints and tips for those accessing the site. Sticky Marketing TV goes live, on the site, on Feb 28th this year. We have some incredible guests on the show. Finally, we are launching a Global franchise for the marketing strategy, consultancy and mentoring services that we deliver. Anyone interested can find out more, and contact us, through the website"

Until next time...

Good Networking!
Dave Clarke
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