Put Your Mouth Where The Money Is

Advertising and other forms of marketing communications are not serving the needs of marketers or their audiences as well as they should. Faced with increasing pressure for accountability, marketers are often disappointed in the result of their communications investment. The problem is that marketers continue to focus most of their resources on the types of communications that have little credibility with and impact on audiences. Parker Stoner of marketing communications agency Swanson Russell says there is a Hierarchy of Marketing Communications Effectiveness in which the categories of communications near the top have much greater influence on purchase decisions compared to the often overused categories lower in the hierarchy. Near the top of the hierarchy are peoples' actual and virtual experiences with brands, along with recommendations from sources they trust. On the other hand, basic brand awareness and image advertising, brand sponsorships, and other types of commonly used communications are found near the bottom of the hierarchy. In Put Your Mouth Where the Money Is, Stoner argues that marketers need to allocate more of their communications (mouths) to those categories that most influence audience purchases (money). Put Your Mouth Where the Money Is begins by helping marketers make a CONNECTION with their audiences by explaining why and where to refocus marketing communications resources. It follows with a recommended PROCESS to implement and measure communications among their customers and prospects. It then concludes with IDEAS for marketers to develop marketing communications that enhance the value of their products for customers. When followed, the principles help marketers better engage and influence their audiences, resulting in greater return on marketing communications resources.

If you stop any person on the street and ask them what causes heart disease, you know what their answer will be: butter and eggs, meat and fat. This infamous Diet-Heart Hypothesis was proposed in 1953, and it took scientists all over the world a few decades to prove it wrong. The trouble is that while science was beginning to cast doubt upon its basic tenets, the Diet-Heart Hypothesis was giving rise to a powerful and wealthy political and commercial machine with a vested interest in promoting it—by means of anti-fat and anti-cholesterol propaganda presented relentlessly and with increasing intensity. In this book Dr. Campbell-McBride tackles the subject of CHD (Coronary Heart Disease), caused by atherosclerosis, a disease of the arterial wall that leads to narrowing and obstruction of the arteries. She maintains that conventional medicine does not actually know the cause of atherosclerosis or how to cure it, and explores in this book what it is, what causes it, and how to prevent and reverse it. She dispels the myth of the Diet-Heart Hypothesis, and explains that cholesterol is not the enemy but an integral and important part of our cell membranes.

Offers advice on how to launch and maintain a career in voice over work in commercials, cartoons and announcements, including how to get started, copy basics, melody and tempo, getting an agent and marketing your talent. Original.

Introduce all students to common idioms and other expressions including hyperboles, metaphors, similes, and personification. The idioms and expressions are provided in context with stories and activities to teach usage and definitions.

Every sale is made or lost in 60 seconds—make them count Cold calling and pushing your way into an office or a living room creates an atmosphere of adversity and distrust you must overcome before you close the deal. With those tired tactics, you’re swimming upstream, against a strong current, with a bag of rocks tied to your waist. Sales has changed. Legacy sales gimmicks destroy relationships right from the first minute. The 60 Second Sale is a turnkey system for building profitable, lifelong relationships. Whether you work with affluent consumers or sell to senior executives in FORTUNE 500 companies, this step-by-step guide will help you open doors, close deals, and make more money in a way that leverages your natural strengths. That’s the magnificence of the 60 second sale system. You get to be yourself and build your business. In this book you will discover: How to start a sales conversation in 60 seconds Who to target for immediate income A powerful yet easy-to-use system to generate relationship revenue Five ways to initiate new relationships What to say to make sure your business meetings result in money in the bank The secret to getting a “yes” every time, even in the most competitive sales environment The winning mindset that removes the stress, uncertainty, and fear from income generation And so many other effective business growth strategies, your competition won’t know what hit them Business relationships are built one minute at a time. From introduction to closing, every 60 seconds you have an opportunity to strengthen your relationship or destroy it. Isn’t it time you started leveraging your expertise, demonstrating your value, and building trust with your clients? When you do, they buy into who you are and how you can help them – right from the first minute. The 60 Second Sale is a fail-proof system for succeeding in today’s relationship-focused sales environment.

Idioms are expressions that cannot be understood from their individual words alone, and the English language is full of them—and so is this dictionary: 4,800+ English idioms and phrases with example sentences included for you so as to understand them all. This is the essential idioms dictionary if you want to talk like a native speaker—or just find out more about the colorful phrases you hear and say every day.

It is rare that one can pick up a book and find all the answers to the problems of Life. Yet in this one book, we find these answers, and learn a few more things that will keep us up at night. What really happened when Mike Harris woke up after emergency surgery in a hospital still smarting from budget cuts? Why did Linda Tripp turn on Bill Clinton? How many people knew that after the Manhattan Project, the world's leading scientists gathered at Jane Russell's house to devise the strapless bra? This is a book for everyone: it's an exercise program for the not-too-ambitious senior, a step-by-step guide for the teenage lad on his first date, an advice column for the young spinster who, at the ripe old age of 22, is still trying to find a first-class man. We listen in as two American broadcasters cover the Olympic Games as only Americans can. We learn that even the big guns at the TSE were unaware of the biggest corporate takeover in history when S Claus Corp seized control of its philanthropic rival, EasterBunCo. Yet, for all its humour, the book still brings us close to tears as the author reveals the tragedy of his thirty-year love affair with Sophia Loren. If Shakespeare were alive today, he would read this book?