You are previewing Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business.
O'Reilly logo
Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business

Book Description

Save time and money in building, marketing and promoting your business

With huge recent shifts in the way enterprises are built, marketed, and monetized, these are "wild west" times for business. In this new landscape, entrepreneurs and small business owners actually have an edge in marketing without spinning their wheels or going broke.

Smarter, Faster, Cheaper gives you an innovative, approachable new guide on how to market, promote and improve your business drawing on real world examples and offering practical advice as opposed to fluffy theory. It presents a complete roadmap for marketing and promoting your business with the latest techniques.

  • Draws from author David Siteman Garland's extensive experiences as a successful entrepreneur

  • Based on countless interviews with successful leaders, including conversations with entrepreneurs and owners of businesses large and small

  • Strategies and ideas are easy to understand, digest, and immediately put to use

From learning when to skimp and when to splurge to mastering the art of online schmoozing, Smarter, Faster, Cheaper will save you time, money, and aggravation whether you're building your tenth business or your first.

Table of Contents

  1. Copyright
  2. Acknowledgments
  3. About This Book
  4. Introduction
    1. What You'll Get Out of Smarter, Faster, Cheaper
    2. Who This Book Is For
    3. What You Can Expect
  5. 1. The Shift: Finding Those Eyeballs and Big Mouths
    1. 1.1. Old School versus New School
    2. 1.2. The Game Changer
  6. 2. Create Your Foundation: Be a Human, Not a Company
    1. 2.1. Entrepreneurs versus Big Brands
    2. 2.2. Passion, Personality, and Knowledge
    3. 2.3. Passion Is Contagious
    4. 2.4. Personality: Yes, You Have One
      1. 2.4.1. I Don't Have an Outgoing Personality
      2. 2.4.2. I'm Not Polished Enough
      3. 2.4.3. I Don't Want My Name Everywhere or to Be that Accessible
    5. 2.5. Expertise: It's All Relative
  7. 3. Become a Trusted Resource: Because Nobody Cares About Your Product
  8. 4. Selling Sucks: To Educate, Inspire, and Entertain Is Fun
    1. 4.1. Educate, Inspire, and Entertain
    2. 4.2. I Don't Have a Product Yet!
  9. 5. Be Your Own Media Source
    1. 5.1. Have Control over Creating Your Content
    2. 5.2. Failure Is Part of the Game ... and It Has Never Been So Cheap
    3. 5.3. There's Nothing Better than Free Opportunities
      1. 5.3.1. Sharable and Spreadable
    4. 5.4. Search Engines Eat Content for Breakfast, Lunch, and Dinner
    5. 5.5. Online Content Can Increase in Value over Time
    6. 5.6. How Creating Content Positions You as a Trusted Resource
    7. 5.7. Traditional and New Media Love Trusted Resources
    8. 5.8. It's Not Just Online
    9. 5.9. The Cost of Creating Is Ridiculously Cheap
  10. 6. The Art and Science of Experimenting and Creating Content
    1. 6.1. Fear
    2. 6.2. Time
    3. 6.3. Age and Personality Type
    4. 6.4. Forget Perfection
    5. 6.5. Finding Your Niche
      1. 6.5.1. The Best Niches Have Similar Qualities
        1. 6.5.1.1. Create
        2. 6.5.1.2. Become a Content DJ
        3. 6.5.1.3. Sponsor Content
        4. 6.5.1.4. Find Your Voice
        5. 6.5.1.5. Consistency/Content
        6. 6.5.1.6. The Importance of Headlines
        7. 6.5.1.7. Open Your Passionate Big Mouth
        8. 6.5.1.8. Create an Unfair Advantage
    6. 6.6. What about Scale?
  11. 7. Tapping into the Power of Online Video: Forget Viral, Focus on Function
    1. 7.1. Smarter, Faster, Cheaper Hosting and Publishing
    2. 7.2. Smarter, Faster, Cheaper Shooting
    3. 7.3. Smarter, Faster, Cheaper Editing
    4. 7.4. Proven Video Ideas You Can Bring to Your Business
    5. 7.5. Behind the Scenes
    6. 7.6. Product Demo/Screencast
    7. 7.7. Storytelling and Online Shows
    8. 7.8. A Few Tips from Blood, Sweat, and Experience
  12. 8. Market and Promote Your Business by Helping Others
    1. 8.1. Your Customers
  13. 9. The Keys to Marketing, Promoting, and Building Your Community
    1. 9.1. Rookie Mistakes: Zero Patience and Wasting Time
    2. 9.2. Not All Web Traffic Is Created Equal
      1. 9.2.1. One-to-One and One-to-Many
      2. 9.2.2. Your Social Media Accounts
      3. 9.2.3. Search Engines
      4. 9.2.4. Advertising and Sponsorships
      5. 9.2.5. Yummy Links
      6. 9.2.6. Places Where You Participate and Leave Your Footprint
      7. 9.2.7. Traditional Media Mentions
      8. 9.2.8. Other Random Ways
    3. 9.3. Audience versus Community
  14. 10. Creating a Sharable and Spreadable Website
    1. 10.1. Creating Your Ideal House
    2. 10.2. First Impressions
    3. 10.3. The Two-Brained Website
    4. 10.4. Internal Marketing on Your Website
  15. 11. Expanding Your Network: The Art of Digital Schmoozing
    1. 11.1. The Dumber, Slower, Expensive Approach to Digital Schmoozing
    2. 11.2. The Smarter, Faster, Cheaper Method of Schmoozing
    3. 11.3. It's All about the People
    4. 11.4. The Power of Being an Online Connector, Value-Giver, and Digital Schmoozer
    5. 11.5. Characteristics of the Most Successful Entrepreneurs on Social Media
    6. 11.6. Rookie Mistakes
      1. 11.6.1. What Not to Do (aka How to Shrink Your Network)
        1. 11.6.1.1. Follow Bad Models
        2. 11.6.1.2. Share Irrelevant Details
        3. 11.6.1.3. Brag All the Time
        4. 11.6.1.4. Forget to Talk Shop
        5. 11.6.1.5. Spend All Day on There
        6. 11.6.1.6. Being Overly Formal
        7. 11.6.1.7. Obsess over Small Picture ROI
  16. 12. Your Reputation in the Transparent World We Live in: Doing Business Now Is Like Being on Camera 24/7
    1. 12.1. With the Social Web, Everyone Has a Voice
    2. 12.2. Watch Your Step
      1. 12.2.1. Your Digital Footprint Is Your Reputation
    3. 12.3. The Keys to a Solid Online Reputation
      1. 12.3.1. The Foundation Is Your Brand and Hub
      2. 12.3.2. Adding Your Voice and Participating
      3. 12.3.3. Guest Posts/Videos/Articles
      4. 12.3.4. Negabots and Haterade and Screwing Up
  17. 13. Respect the Blogger and New Media
    1. 13.1. The Dumber, Slower, Expensive Goliath Approach to PR
    2. 13.2. So, What Is the Smarter, Faster, Cheaper Approach?
      1. 13.2.1. Finding the Niche Eyeballs
      2. 13.2.2. New Media Creators Need to Be Your Best Friend
    3. 13.3. Do You Have to Be Sexy to Be Covered?
    4. 13.4. Every Blogger and Online Media Source in Your Niche Matters
    5. 13.5. Size Is Overrated, Pay Attention to Small
    6. 13.6. Where Do You Find New Media Sources?
    7. 13.7. Avoid Rookie Mistakes When Reaching Out to New Media
      1. 13.7.1. Not Knowing the Material
      2. 13.7.2. Assuming Everyone Is the Same
      3. 13.7.3. Using the Wrong Contact Method
      4. 13.7.4. Not Respecting Time
      5. 13.7.5. Sending Press Releases
      6. 13.7.6. Offering to Guest Blog for Sites that Don't Do This
      7. 13.7.7. Wham, Bam, Thank You Ma'am
      8. 13.7.8. Grow a Bigger Mouth
      9. 13.7.9. Delicious Cherries
  18. 14. How to Connect with Anyone You Want: Using Your Content, Connections, and Products as a Handshake
    1. 14.1. Enabling Others to Promote Your Work
    2. 14.2. Blogger and New Media Source Relations
      1. 14.2.1. Give a Present
      2. 14.2.2. Cash Money and Creative Ideas
  19. 15. Traditional Advertising Is Dying: The Rise of Creative Paid Sponsorships and Social Marketing
    1. 15.1. Risk versus Benefit
      1. 15.1.1. Risk versus Benefit
      2. 15.1.2. Bye-Bye Eyeballs
    2. 15.2. The Rise of Creative Content Sponsorships and Social Marketing
    3. 15.3. Alternative Forms of Advertising, Sponsorships, and Promotions that Actually Work
  20. 16. Take It Offline
    1. 16.1. Can You Bring People Together?
    2. 16.2. Speaking
    3. 16.3. Tips from Blood, Sweat, and Experience
  21. Conclusion
  22. About the Author