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Reviewed by Danita Dyess for Readers' Favorite
“The Web is the biggest revolution in communication since the invention of print,” says Grant Leboff, author of Stickier Marketing: How to Win Customers in a Digital Age. Yesterday’s revered marketing concepts are debunked. For example, marketing efforts have evolved from transactions to engagement, the funnel model (focus on supplier – not the customer) has become obsolete, and a problem approach allows you to understand the value regarding your product or service. He proves that a benefit is just a benefit, explains why your home page should ask three sticky questions, and emphasizes the importance of understanding the customer buying cycle. You will gain an arsenal to promote engagement that is the key to loyal customers and profits.
Stickier Marketing: How to Win Customers in a Digital Age is an invaluable resource. As you digest Leboff’s concepts, you begin to understand the deeper dynamics rooted in the marketing mantra: “It’s all about the customer.” The historical account of the Web was extremely beneficial and necessary to comprehend the transitions that directly affect today’s marketing methods. Grant Leboff, a sales and marketing guru from the U.K., is a fellow of The Institute of Direct and Digital Marketing and has been featured in the Daily Telegraph, Financial Times, etc. He also wrote Sticky Marketing: Why Everything in Marketing has Changed and What to do About It and Sales Therapy: Effective Selling for the Small Business Owner. Stickier Marketing: How to Win Customers in a Digital Age is highly recommended.
