Eric Jacobson On Management And Leadership

"There has never been a better time to be an author," says Fauzia Burke , "because for the first time authors have direct access to their readers. While there is more competition in the marketplace, there is also more opportunity." However, "readers don't just expect a new book, they expect a community along with their book. You'll need to evolve your marketing to accommodate this new kind of reader: a reader whose loyalty you can have -- once you have earned it," explains Burke. Because of this new dynamic and opportunity for authors, Burke, founder and president of FSB Associates , wrote her new book, Online Marketing for Busy Authors: A Step-by-Step Guide . Burke has been promoting books online for twenty years and her book addresses the major concern of most authors: how to spend their time effectively promoting their book and expanding they brands online while writing the best book possible . The book is organized in th...

Welcome  Debbie Laskey to my blog! With 15 years of marketing experience and an MBA Degree, Debbie developed her marketing expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the non-profit arena, and the insurance industry. Currently, Debbie is a brand marketing and social media consultant to small businesses and nonprofits in California. I met Debbie a few years ago while we worked together on a training committee for MicroMentor , a nonprofit that connects small business owners with business mentors. Debbie and I recently discussed what business owners should look for when hiring marketing leaders, and highlights are provided below. Eric:  What personality traits are ideal for a marketing leader ? Debbie Laskey : First, marketing is not sales. I say this because, while the two areas must work in tandem if both departments exist in a company, sales people have very different personalities tha...

If you are struggling with how best to connect with your customers online whether it's via a company Blog or your website, consider these five approaches from the best-selling book, The Network Is Your Customer , by David L. Rogers: Try Branding, Not Selling -- Offer a story, entertainment, or a compelling idea that you can link convincingly to your brand, rather than trying to sell products or services directly. Offer Utility -- Provide content and interaction that helps solve a problem or answers a critical information need for your audience. Show A Personal Face -- Engage customers by showing a personal side and an authentic voice in digital content rather than the objective and authoritative voice of an institution. Focus On The Particular -- Focus on niche audiences and their specific needs and interests, rather than trying to engage every possible customer with the same content. Make It A Game -- Use the interactive, goal-based play of online games to engage custome...