{"product_id":"magnetic-9781119147343","title":"Magnetic","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMagnetic: The Art of Attracting Business is a look at how consistently successful businesses are able to attract a steady and ever-increasing flow of customers. This innovative text examines a range of simple, powerful strategies that businesses of any size or type can use to attract new customers.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e1 Why Magnetic Matters 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Art of Attracting Business 3\u003c\/p\u003e \u003cp\u003eIdeas That Work across the Board 4\u003c\/p\u003e \u003cp\u003eWhat’s Not in the Book 5\u003c\/p\u003e \u003cp\u003eIt is Your Marketing 6\u003c\/p\u003e \u003cp\u003eWhere We’re Going 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Power of Word of Mouth 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Greatest Marketing Program of All Time 11\u003c\/p\u003e \u003cp\u003eWhat Mama’s Means to You 11\u003c\/p\u003e \u003cp\u003eWhom Do You Ask? 15\u003c\/p\u003e \u003cp\u003eDeciding to Buy (or Not to Buy) 16\u003c\/p\u003e \u003cp\u003eZero Moment of Truth 17\u003c\/p\u003e \u003cp\u003eThe Most Significant Shift 19\u003c\/p\u003e \u003cp\u003eRethinking Your Strategy 20\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Hard Work of Making It Simple 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGet Your Thinking Clean Enough 23\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 The Three Things You Want Them to Say 25\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e“You Should Try This Website Designer, Doctor, Book, Accountant, and Computer.” 27\u003c\/p\u003e \u003cp\u003eEveryone Gets It 29\u003c\/p\u003e \u003cp\u003eWhat Do We Want Our Customers to Say about Us? 30\u003c\/p\u003e \u003cp\u003eMake An Emotional Connection 31\u003c\/p\u003e \u003cp\u003eDon’t Overthink It 32\u003c\/p\u003e \u003cp\u003eYour Three “What We Want Them to Say” Statements 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Three Things You Must Get Right 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eA Simple, Powerful Formula to Attract Business 39\u003c\/p\u003e \u003cp\u003eSolid Gold Strategy 41\u003c\/p\u003e \u003cp\u003eThe Grand Guarantee 42\u003c\/p\u003e \u003cp\u003eDo It Your Way 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Best Idea Ever 51\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMake Sure the Other Guy Wins 53\u003c\/p\u003e \u003cp\u003eAn Elegant Equation to Explain Everything 53\u003c\/p\u003e \u003cp\u003eLook at the Options 54\u003c\/p\u003e \u003cp\u003eI Hate to Lose 57\u003c\/p\u003e \u003cp\u003eI’ve Developed Reverse Paranoia 58\u003c\/p\u003e \u003cp\u003e“We Make People Lose” 59\u003c\/p\u003e \u003cp\u003eIt’s Like a Cultural Miracle Drug 60\u003c\/p\u003e \u003cp\u003eStanding Out Like a Sore Thumb 60\u003c\/p\u003e \u003cp\u003eConstructive Disagreements 61\u003c\/p\u003e \u003cp\u003eThe Ultimate Guideline 62\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Better Beats Different 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDon’t Strive to Be Different. Be Better. (Now \u003ci\u003eThat’s \u003c\/i\u003eDifferent.) 65\u003c\/p\u003e \u003cp\u003eNot the Most Unusual Pickup Truck 65\u003c\/p\u003e \u003cp\u003eThe Connection Between “Better” and “Distinctive” 66\u003c\/p\u003e \u003cp\u003eBeing Better Means Innovation 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 From Magnetic to Irrelevant 71\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Greatest Threat 73\u003c\/p\u003e \u003cp\u003eWild for CB Radios 73\u003c\/p\u003e \u003cp\u003eDogs are Loyal. Customers Aren’t. 74\u003c\/p\u003e \u003cp\u003eThink Again 76\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Never Stop Improving 79\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eYou Could Just Do This, and You’d Succeed 81\u003c\/p\u003e \u003cp\u003eLip Service 81\u003c\/p\u003e \u003cp\u003eA Daily Ritual 82\u003c\/p\u003e \u003cp\u003eWithout a Process It’s Just a Slogan 83\u003c\/p\u003e \u003cp\u003eYou Have to Get Specific 83\u003c\/p\u003e \u003cp\u003eIf It’s Worth Doing, It’s Worth Doing Wrong 85\u003c\/p\u003e \u003cp\u003eAll Sorts of Things Occur 85\u003c\/p\u003e \u003cp\u003eIt Can Always Be Better 86\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 The Magnetic Mind-Set 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCommon Threads 91\u003c\/p\u003e \u003cp\u003e\u003cb\u003e11 The St. Paul Saints: It’s All Word of Mouth 101\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eNot Your Usual Case Study 103\u003c\/p\u003e \u003cp\u003eFiercely Loyal Customers Year in and Year Out 103\u003c\/p\u003e \u003cp\u003eThe Most Spectacular Experience You Can Have 104\u003c\/p\u003e \u003cp\u003e“A Whole New Ballgame” 105\u003c\/p\u003e \u003cp\u003e\u003cb\u003e12 A Magnet Needs a Market 111\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIt Seemed Like Such a Good Idea at the Time 113\u003c\/p\u003e \u003cp\u003eWho’s Going to Pay You for It? 114\u003c\/p\u003e \u003cp\u003eSpreadsheets Don’t Buy Anything. (Friends Usually Don’t, Either.) 114\u003c\/p\u003e \u003cp\u003eA Great Idea in the Wrong Market 115\u003c\/p\u003e \u003cp\u003eJust Follow Your Passion. If . . . 116\u003c\/p\u003e \u003cp\u003e“I’ll Put It on the Internet” 117\u003c\/p\u003e \u003cp\u003eThe Most Crowded Market in the Universe 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003e13 Lessons from a Startup Magnet 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLooking at Your Business with New Eyes 123\u003c\/p\u003e \u003cp\u003eDavid and Goliath 123\u003c\/p\u003e \u003cp\u003eLessons for All of Us 124\u003c\/p\u003e \u003cp\u003eWhat If I Were Starting Over? 135\u003c\/p\u003e \u003cp\u003e\u003cb\u003e14 Who Moved My Market? 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhom Would You Call? 139\u003c\/p\u003e \u003cp\u003eThe Opportunity of a Burning Platform 140\u003c\/p\u003e \u003cp\u003eWe Print Checks. Now What? 141\u003c\/p\u003e \u003cp\u003eWho Moved My Market? 142\u003c\/p\u003e \u003cp\u003eWe Live in Interesting Times 144\u003c\/p\u003e \u003cp\u003e\u003cb\u003e15 You’re Fired! 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Common (and Fatal) Mistakes That Businesses Make 149\u003c\/p\u003e \u003cp\u003eJoe Calloway Fired a Phone Company 149\u003c\/p\u003e \u003cp\u003eMark Sanborn Fired a Restaurant 150\u003c\/p\u003e \u003cp\u003eLarry Winget Fired the Garage Door Company, the Air Conditioning Company, and His Doctor 152\u003c\/p\u003e \u003cp\u003eRandy Pennington Fired the Lawn Service 154\u003c\/p\u003e \u003cp\u003eScott McKain Fired the Oncologist 155\u003c\/p\u003e \u003cp\u003eIt Wasn’t the Lack of a “WOW” Factor 156\u003c\/p\u003e \u003cp\u003eFamous Last Words 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003e16 Magnetic Connections 159\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eGo Retro 161\u003c\/p\u003e \u003cp\u003eGet Face-to-Face 161\u003c\/p\u003e \u003cp\u003ePractice Retail Politics 162\u003c\/p\u003e \u003cp\u003eThe Lost Art of the Handwritten Note 164\u003c\/p\u003e \u003cp\u003e\u003cb\u003e17 Losing Your Magnetic Mojo 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCan a Magnet Lose Its Strength? 169\u003c\/p\u003e \u003cp\u003eRave Reviews. Amazing French Food. 170\u003c\/p\u003e \u003cp\u003eIt’s Not As Good As It Used to Be 171\u003c\/p\u003e \u003cp\u003eThat’s Just Table Stakes 172\u003c\/p\u003e \u003cp\u003eThe Big Lie 173\u003c\/p\u003e \u003cp\u003eGood to Great to Gone 173\u003c\/p\u003e \u003cp\u003e\u003cb\u003e18 The Amazing, Simple, Overlooked Advantage 175\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStories about How Amazingly Responsive You are 177\u003c\/p\u003e \u003cp\u003eBrian Will Get Back to you Immediately 178\u003c\/p\u003e \u003cp\u003eA New Standard of Performance 179\u003c\/p\u003e \u003cp\u003eI Loved Them 180\u003c\/p\u003e \u003cp\u003eUntil I Didn’t 180\u003c\/p\u003e \u003cp\u003eToo Little, Too Late 181\u003c\/p\u003e \u003cp\u003eReal-Time Response 182\u003c\/p\u003e \u003cp\u003eSorry, That Won’t Work for Me 183\u003c\/p\u003e \u003cp\u003e\u003cb\u003e19 Tomorrow’s Magnetic Business 185\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Pace of Change Will Increase 187\u003c\/p\u003e \u003cp\u003eYour Customers Just Changed 187\u003c\/p\u003e \u003cp\u003eIf You Make Customers or Potential Customers Wait, You Lose 188\u003c\/p\u003e \u003cp\u003eYour Customers are Superconnected 188\u003c\/p\u003e \u003cp\u003eEvery Person in Your Organization Must Have a Customer Focus 188\u003c\/p\u003e \u003cp\u003eYou Have to Change from Talking to the Market to Talking with the Market 189\u003c\/p\u003e \u003cp\u003eSell Me Stuff I Want 189\u003c\/p\u003e \u003cp\u003eDon’t Appeal to a Demographic. Appeal to Me. 189\u003c\/p\u003e \u003cp\u003eHaving the Right Technology is Great. Having the Right People is Better 190\u003c\/p\u003e \u003cp\u003e“Simple and Easy” is the New Added Value 190\u003c\/p\u003e \u003cp\u003eUse Video 190\u003c\/p\u003e \u003cp\u003eWin on the Basics 190\u003c\/p\u003e \u003cp\u003eIndex 193\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406996676951,"sku":"9781119147343","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119147343.jpg?v=1730497829","url":"https:\/\/bookcurl.com\/products\/magnetic-9781119147343","provider":"Book Curl","version":"1.0","type":"link"}