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Marketers have always believed demographics and psychographics held the
key to influencing consumer behavior. If only we knew enough about
someone—their age, gender, purchase history, favorite brands—we could
impact what they do. But that isn’t true at all.
Today we know these systems are a terrible way to understand who people
are. Nobody acts their age anymore, and tracking past behavior doesn’t
tell us what will work now.
Valuegraphics change everything.
By focusing on deep values rather than surface habits or traits,
valuegraphics uncover what drives and unites us. Based on decades of
behavioral science research, adding valuegraphics to your insights can
improve your marketing effectiveness by a factor of eight or more.
Learn how to find the valuegraphics of your target audience and create
powerful values-driven strategies that excite and engage them. Discover
why demographic profiles are dangerously inaccurate, and walk
step-by-step through the process of becoming a values-driven
organization.
In a DIY format that’s quick and easy to use, The Death of Demographics
will show you what global B2B and B2C brands have already discovered:
that the secret to engaging your target audience is to know what they
value.
Because what we value determines what we do.
Praise for "Rules to Break & Laws to Follow: How Your Business
Can Beat the Crisis of Short-Termism"
"A fascinating, highly readable synthesis of business
principles, technology, sociology and common sense, "Rules to Break
and Laws to Follow" persuasively shows the connection between
customer trust and business profits, and then explains how to make
it happen. As a bonus, you'll learn how to make your company more
innovative, how to ensure your employees actually enjoy what
they're doing, and how to deal with the kinds of service and
quality breakdowns that occasionally plague any company, even a
well-managed one. This book should be on your required reading
list."
--Stephen M. R. Covey, bestselling author of "The Speed of Trust:
The One Thing That Changes Everything"
"Over the years, Peppers and Rogers have given me valuable
advice about navigating the changing business landscape. This book
is a must-read for managers who want to empower their employees and
customers to?make change their ally."
--Jim McCann, founder and CEO of 1-800-FLOWERS.COM
"Highly readable and entertaining. Make sure everybody in your
firm reads this book by last Friday."
--Dror Pockard, CEO of eglue
"In a time when most companies are built to flip, Peppers and
Rogers have planted a stake in the ground to help you survive past
the next round of financing or consumer fad. Knowing what rules to
break is arguably even more important than what laws to follow, and
this book imparts knowledge for both."
--Guy Kawasaki, cofounder of Truemors and author of "The Art of the
Start"
"Peppers and Rogers have created the unthinkable: an enjoyable
wake-up call Their book serves up one compelling and provocative
idea after another, and the authors enjoy debunking some of our
most deeply ingrained business beliefs. Read this book and your
customers will thank you."
--Dan Heath, coauthor of "Made to Stick: Why Some Ideas Survive and
Others Die"
Learn How To Get Everything You Want And More In The Ultimate Book On The Not-So-Gentle Art Of Persuasion From Don Peppers, Pitchman Extraordinaire And Author Of The One-To-One Future (46,000 Sold).
In business, a pitch is a closed-end, winner-take-all contest. It involves one prospective customer and two or more hopeful suppliers, each struggling to defeat the others and win the account. Sometimes the business is won on the basis of price, but often -- especially where professional services are concerned -- the determining factor is intangible. Who, the client wants to know, will fight hardest for me in court, come up with the most inspired ad campaign, bring my products to the most new markets?
In Life's A Pitch... And Then You Buy, Don Peppers shows us how to craft a pitch that is guaranteed to simultaneously win the confidence (and business) of prospective clients and defeat the competition. Peppers's fail-safe system teaches mastery of three levels of the pitch: salesmanship, psychology, and game theory. Peppers believes that the strongest pitches appeal to a person's emotional makeup and the very subtle, extremely personal "hot buttons" that make each of us into feeling and thinking creatures. Peppers shows how you can design pitches that capture your clients' hearts and throw your competition off balance at the same time.
In fast-paced prose, Peppers covers all the bases, including: overcoming objections, seeing eye-to-eye with your prospects, speaking the customer's language, prospecting, and follow-up. No matter what field you're in, Peppers's lessons will help you master the art of persuasion.
From the Hardcover edition.
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