Masterful Marketing by: Alan Weiss and Lisa Larter

Disruption and volatility derail those who are stuck on certain tracks. But they are advantages for those who are nimble and fast. The importance of your personal or corporate brand, the relationships you and your firm build, and the expertise and results you publicly proclaim can move your practice or company from best-kept secret to the most powerful brand in your field.

Masterful Marketing is required reading for all who seek to raise their visibility and attract customers and clients with minimal investment. You’ll learn how to best define your real value and position it to appeal to your ideal buyer.

The extensive case studies and research, with comprehensive diagrams and “Masterful Insights” will provide you with practical guidance to begin applying new, highly effective techniques immediately.

Any questions? We’ll reveal the answers in the book. But here are some examples:

The difference between a “want” and a “need.”

People will often use the words “want” and “need” interchangeably, but they mean quite different things in marketing. Everyone seems to know what they want, but they will invest readily in newly-discovered needs.

How to decide which internet marketing concepts will work for you.

While the internet purports to reach vast amounts of people, the key for you is to reach a significant number of ideal buyers. “Reach” means number of people who are willing to invest in your value.

Why buyers love to buy but hate being sold.

The buyer’s journey is no longer in your hands. Today’s buyers are already on their own journey, and they have pretty much decided what they are buying before they even make contact. How do you influence that dynamic?

The meaning behind the motto, “Done is better than perfect.”

Your first is your worst and you’ll never improve if you don’t move. So, when you hit 80%... move!

The guidelines for demonstrating how you help people.

There is a cosmic difference between “Let me tell you how I do it,” and those who say, “Let me tell you how you can do it.”

Be more concerned about quality than quantity.

Vanity metrics don’t pay your mortgage and they definitely don’t earn compound interest in your bank account.

The seven reasons you’re not getting all the leads.

If you don’t blow your own horn, there is no music.

Why discretionary time is the true definition of wealth.

You can’t create wealth, or discretionary time, if you’re spending all your waking hours in the weeds trying to pull them out.

The importance of people respecting you.

It’s nice to have people like you, but it’s mandatory that they respect you if you seek their business.

This book was written for people who seek to stand out and disrupt the status quo.

Lisa Larter

Lisa Larter has successfully built two businesses that generate in excess of seven figures and has helped many of her clients reach the same mark.

Founder and CEO of the Lisa Larter Group, she is a master strategist, author, speaker, podcast host, social media expert, consultant, and business coach. Lisa inspires entrepreneurs and business owners to see the possibilities for their organizations for growth and success. She deconstructs modern marketing and creates (and implements) strategies for businesses that are guaranteed to increase visibility, inbound leads, and revenue.

Visit: lisalarter.com

Alan Weiss, PhD

Alan Weiss is one of those rare people who can say he is a consultant, speaker, and author and mean it.

His consulting firm, Summit Consulting Group, Inc., has attracted clients such as Merck, Hewlett-Packard, GE, Mercedes-Benz, State Street Corporation, Times Mirror Group, The Federal Reserve, The New York Times Corporation, Toyota, and over 500 other leading organizations. He has served on several boards of directors in various capacities.

His prolific publishing includes over 500 articles and 60 books, including his best-seller, Million Dollar Consulting (from McGraw-Hill) now in its 30th year and sixth edition. His newest is Your Legacy is Now: Life is not about a search for meaning but the creation of meaning (Routledge, 2021). His books have been on the curricula at Villanova, Temple University, and the Wharton School of Business, and have been translated into 15 languages.

Visit: alanweiss.com

You dominate a market by offering irresistible value. In a “public square” so full of noise, how do you stand out in the crowd?

“Masterful” means “powerful and able to attract others.” And “marketing” is an activity intended to help sell products and services by creating need the buyer may not be aware of.