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    The Influentials

    The Influentials

    The Influentials

    One American in Ten Tells the Other Nine How to Vote, Where to Eat, and What to Buy

    by Ed Keller & Jon Berry

    This groundbreaking book by two consultants from the RoperASW marketing firm identifies the real people around whom marketing strategies, such as word of mouth, revolve. Who are these real people? They are the most influential Americans — the ones who tell their neighbors what to buy, which politician to support and where to vacation. They aren’t necessarily who you expect. They aren’t the richest 10 percent or the best educated 10 percent. They aren’t the early adopters who are always the first to try everything. They are, however, the 10 percent of Americans most engaged in their communities — where they wield a huge amount of influence. Keller and Berry offer numerous guidelines for reaching these Influentials.

    What You'll Learn

    • Showing you who the Influentials are and where they live and work.
    • Giving you a sense of the Influential personality so you understand what's important to them and why they're so important to you.
    • Showing you how Influentials get ideas and more importantly, how they spread them. If you can reach an Influential, he or she can create a powerful word of mouth influence spiral that spreads the message about your product or service far beyond the individual.
    • Explaining why we're in an age of autonomy and self-reliance and what this means to you and your products and services. You will also learn what seven trends Influentials indicate will guide the marketing future in the next few decades.
    • Finally, you will discover the six rules for reaching Influentials and getting them on board.
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