Launch (ePub)

Preface. Acknowledgments. Chapter 1 Rockets Don't Fly Themselves. The Problem with Marketing. The Internet as the Great Paralyzer. Meet the Enemy: Channel Overload Syndrome. Do People Really Trust Your Business? Introducing the Elevation Principle. Elements of the Elevation Principle. Why the Formula Works. Chapter 2 Starting Your Mission Plan. Establishing Your Clear Vision. Crafting Measurable Goals. Setting Your Course Trajectory. Chapter 3 Finding Inspiration by Looking Outward. Identifying Role Models. Leveraging Inspirational Content. Setting Up an Idea Vault. Creating a Discovery System. Why the Outward Focus? Chapter 4 Leveraging the Power of Other People. The Power of Other People. Who Do You Want to Reach? Developing Profiles for Your Ideal Reader Base. How to Identify the Problems and Desires of Your Reader Base. What Problems Are They Facing? Working with Outside Experts. Leveraging Fire Starters. Why Focus on Other People? Chapter 5 Actively Engaging Other People. Reciprocity Marketing. The Importance of Giving Genuine Gifts. Using Social Proof. Moving People to Action. Why Engage? Chapter 6 Making Content the Fuel of Your Marketing. Proof That Content Works. What Makes for Great Content? Creating an Editorial Guide. Mapping an Editorial Calendar. Why Content? Chapter 7 Creating and Using Primary Fuel. What Is Primary Fuel? Comprehensive How-to Articles. Expert Interviews. Reviews. Case Studies. News Stories. Contrarian Stories. Chapter 8 Creating and Using Nuclear Fuel. What Is Nuclear Fuel? Reports Based on Surveys. White Papers. Top 10 Contests. Micro Events. Chapter 9 How to Employ Marketing. What Does ''Caging Marketing Messages'' Mean? How to Employ Marketing Messages. The Last Word: The Elevation Principle Revisited. Appendices Primary Fuel Content Samples. Appendix A: Comprehensive How-to Article. Appendix B: Expert Interview. Appendix C: Review. Appendix D: Case Study. Appendix E: Contrarian Story. Glossary. About the Author. Discover More

MICHAEL A. STELZNER is the founder of SocialMediaExaminer.com-- a popular online magazine that helps businesses answer social media questions with useful how-to articles, in-depth case studies, expert interviews, and original research. He also authored the book Writing White Papers: How to Capture Readers and Keep Them Engaged, and is the man behind several large professional development conferences such as the Social Media Success Summit.

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