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Masiello P: The Why Behind The Buy

The Why Behind The Buy

The Consultation Club

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Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program.

Entrepreneurial Marketing: A Blueprint for Customer Engagement offers a cutting-edge perspective on how to create a customer-centric, multi-channel marketing program.

A Blueprint for Customer Engagement

Entrepreneurial Marketing

When the world's biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne - Google's Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to unleash the value of their business and its customers. Most companies focus on a single moment - the point of purchase. They follow customers around the internet for weeks, chasing revenue growth by waving "please buy this!" ads in their face. With pressure for quick results and fierce marketplace competition, too many marketers are boxed into these spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments and warehouses of data. And in the end, watch their competition sprint ahead. But what if you built a business around long-term relationships with customers, using data to understand who the best customers are and what products they want to buy, and then building around them? The answer: You can. And you'll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, Neil Hoyne shares exactly how to do this. With simple marketing processes and methods, you'll learn how to: Determine the full potential of each customer so you can identify the ones worth building a relationship with, and the ones you should let go (parting is such sweet sorrow, but not all relationships are meant to last) Engage in an on-going conversation with your best customers, avoiding the margin-crushing disappointment of relentless advertising and promotion discounts Ask guiding questions so you can anticipate their needs better than your competitors Find more great customers by utilizing data from your existing tribe A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

When the world’s biggest brands want to sharpen their digital marketing strategy, they call Neil Hoyne – Google’s Chief Measurement Strategist and Senior Fellow at the Wharton School. In his first book, he offers a simple, research-backed playbook that anyone can use to find their best customers and develop relationships that last. Under pressure for quick results and facing fierce marketplace competition, too many marketers are boxed into spaghetti-to-the-wall forms of digital marketing that limit the potential of their long hours, countless experiments, and warehouses of data. And in the end, they watch their competition sprint ahead. &nbsp; But what if you built a business around long-term relationships with customers, using data to understand who they are, what they need, and where to find more customers just like them? You can. And you’ll leave your competitors, with all of their data and their short-term thinking, to poke around in the scraps. In Converted, you will learn how to: &nbsp; &nbsp; • &nbsp;Understand the full value of each relationship &nbsp; • &nbsp;Engage in an ongoing conversation with your best customers &nbsp; • &nbsp;Ask the right questions so you can anticipate your customers’ needs &nbsp; • &nbsp;Find more great customers &nbsp; A real person is always on the other end of the transaction. Converted shows you how to win their hearts.

The Data-Driven Way to Win Customers' Hearts

Converted

A riveting, insider's look at the creation and evolution of the like button and what it reveals about innovation, business, and culture--and its profound impact on modern human interaction."...an entertaining new book by Martin Reeves and Bob Goodson on the origins of the "like" button." -- The EconomistOver 160 billion times a day, someone taps a like button. How could something that came out of nowhere become so ubiquitous--and even so addictive? How did this seemingly ordinary social media icon go from such a small and unassuming invention to something so intuitive and universally understood that it has scaled well beyond its original intent?This is the story of the like button and how it changed our lives. In Like, bestselling author and renowned strategy expert Martin Reeves and coauthor Bob Goodson--Silicon Valley veteran and one of the originators of the like button--take readers on a quest to uncover the origins of the thumbs-up gesture, how it became an icon on social media, and what's behind its power.Through insights from key players, including the founders of Yelp, PayPal, YouTube, Twitter, LinkedIn, Gmail, and FriendFeed, you'll hear firsthand the disorderly, serendipitous process from which the like button was born. It's a story that starts with a simple thumbs-up cartoon but ends up with surprises and new mysteries at every turn, some of them as deep as anthropological history and others as speculative as the AI-charged future.But this is much more than the origin story of the like button. Drawing on business and innovation theory, evolutionary biology, social psychology, neuroscience, and other human-centered disciplines, this deeply researched book offers smart and unexpected insights into how this little icon changed our world--and all of us in the process.

The Button That Changed the World

Like

"Small business owners aren't bad at marketing.
 They're making decisions in the dark."
 
Ever wondered why the "proven strategies" don't work as well for you as everyone claims? Ever kept trying, tweaking, starting, and quietly wondering why none of it sticks-and if you're the problem?

It's not you. And it's not an effort issue. It's a decision issue. 

Stop Guessing at Your Marketing provides a framework to help you decide:What's worth your time
What needs to be cut 
And how to stop being reactive and start being strategic





If your marketing has ever felt scattered, overwhelming, or harder than it should be, this book will help you take back control. Stop chasing tactics, getting caught in the trap of trends and "expert" advice.
Transform scattered effort. Regain momentum for your business.

The Simple Framework to Know What to Do & What to Drop

Stop Guessing at Your Marketing

Market smarter, not harder Marketing moves fast. Keeping up with changing customer demands and competitors depends on your ability to act on market and consumer behavior trends, and the technologies that let you communicate quickly and personally. Marketing For Dummies uncovers the psychology behind why customers buy, then pairs those insights with AI, social media, search, email, and more. You'll learn to build a brand that earns trust, create personalized experiences that connect, and measure results so you can market smarter. Whether you're a business owner, entrepreneur, or marketing manager, this friendly guide makes modern marketing accessible and fun. Inside... <ul><li>Use AI responsibly for insights and creative work</li> <li>Nail SEO, AEO, GEO, and Google Ads</li> <li>Set dynamic budgets and track ROI</li> <li>Align sales, retention, and loyalty strategies</li></ul>

Marketing For Dummies

Tap into your customers' unconscious minds with cutting-edge AI and neuromarketing techniques The Persuasion Engine, by neuromarketing and behavioral science expert Roger Dooley, solves the most pressing challenge faced by every marketer: how to figure out why customers make the decisions they do when 95% of their thought processes occur at an unconscious level. Dooley explains how artificial intelligence democratizes sophisticated neuromarketing tools that were once available only to Fortune 500 companies, making powerful customer insight and persuasion techniques accessible to businesses of any size. The book walks you through the evolution of traditional neuromarketing into "Neuromarketing 2.0," where AI-powered tools eliminate the need for expensive lab studies and human behavioral science experts. It offers a comprehensive roadmap for implementing eye tracking, facial coding, biometrics, implicit testing, and advanced AI behavioral techniques that dramatically improve marketing effectiveness while reducing costs and time investment. Inside the book, you'll find: <ul> <li>Revolutionary AI prompting strategies that bring world-class behavioral science expertise to your desktop</li> <li>Practical frameworks for leveraging attention, emotion, credibility, and decision architecture to boost conversions</li> <li>Step-by-step guidance for implementing biometric tools and implicit testing without laboratory resources</li> <li>Advanced techniques for creating scarcity, urgency, and FOMO that drive immediate customer action</li> <li>Comprehensive methods for auditing and enhancing empathy in customer communications</li> </ul> Perfect for marketing professionals, business owners, entrepreneurs, and anyone with a stake in customer acquisition and retention, The Persuasion Engine provides actionable strategies that will transform your approach to marketing. Whether you're working on a shoestring or managing enterprise campaigns, you'll discover how to use your customers' non-conscious motivations and create compelling marketing that work on real people in the real world.

How Any Business Can Use AI-Powered Neuromarketing to Understand and Win Customers

The Persuasion Engine

The Car Sales Survival Series

There are two rooms in every car deal. You are the only person who has been in both.Your customer is in one room. Your manager is in the other. They will probably never meet. Everything each of them knows about the other, they know because you carried it.Most new salespeople never figure this out. They treat the desk like a courtroom, walk up to receive a verdict, and blame the manager for a deal they lost before they left their chair.Bruce Huddleston spent thirty-five years in the car business, a good stretch of it at that desk as a used car manager and general sales manager. He knows what a manager is thinking when a salesperson walks up, because he was the one thinking it. He also knows what it is like to be humiliated in front of your own boss for asking a fair question, because it happened to him first.This book teaches the trip. How to walk up prepared, how to present so the desk wants to work your deal, what to do with the customer you left in a chair, and how to carry an answer back without apologizing for it.Inside you will learn what a desk manager is doing all day and why a short answer is rarely personal. The six things that have to be true before you walk up there. Why leading with what is wrong guarantees a conservative answer, and how to hand the desk the whole customer instead of just the numbers. What to say when a competing dealership calls your customer in your waiting room. How to present a number you did not choose without your face saying it is bad. And how to stand your ground when the answer will not work, because a first no usually means not like this.Six rules, four stories from Bruce's own floor, and one idea underneath all of it. You are not a runner carrying paper between two people who decide your income. You are the professional in the middle, and the deal does not happen without you.Book 3 of the Working the Deal series. Short, focused books on the negotiation and closing phase of the sale, written to be read in an afternoon and used the same day.

Work Your Manager Like You Work Your Customer, and Bring Back a Deal You Can Sell

HOW TO PRESENT TO THE DESK IN CAR SALES

AI Sales Revolution Series

What if you could understand exactly what your customers want... before they even know it themselves?
Welcome to The AI Sales Revolution Series: AI Personalization &amp; Customer Psychology, the ultimate guide to using artificial intelligence to influence buying behavior, increase conversions, and build a fully automated sales system that works for you 24/7.

In today's competitive digital world, generic marketing is dead. Customers expect personalized experiences, relevant offers, and seamless interactions-and the businesses that deliver this are the ones dominating their industries.
This book shows you how to do exactly that.

You'll discover how to combine AI with proven psychological principles to create powerful, data-driven sales systems that adapt to every customer in real time. Whether you're an entrepreneur, marketer, content creator, or business owner, this guide will show you how to turn attention into trust-and trust into revenue.

Inside this book, you'll learn how to:
 ¿ Use AI to track and analyze customer behavior across websites, emails, and ads
 ¿ Build dynamic customer segments that update automatically in real time
 ¿ Create personalized offers that increase conversion rates and maximize revenue
 ¿ Map and optimize the entire customer journey from first click to final purchase
 ¿ Design high-converting retargeting campaigns that bring customers back again and again
 ¿ Use content, video, and storytelling to build influence and authority at scale
 ¿ Automate email marketing with behavioral triggers and intelligent follow-up systems
 ¿ Implement CRM systems that track, score, and prioritize your best leads
 ¿ Build a complete 1-person AI sales machine that runs on autopilot
 ¿ Scale your business using AI workflows without hiring a large team

This is not theory.
This is a step-by-step blueprint for building a modern sales system that works in the background-capturing leads, nurturing prospects, and converting customers automatically.
If you're ready to stop guessing...
If you're ready to stop chasing customers...
And if you're ready to build a system that attracts, engages, and converts at scale...
Then this book will change the way you do business forever.

The future of sales is personal.
The future of sales is automated.
The future of sales starts now.

How to Use AI to Personalize Offers and Increase Conversion Rates

AI Personalization & Customer Psychology

The Why Behind The Buy

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