By Karl Hellman, Rob Saunders, & Robert Siegel
All business success flows from two moments of insight. One is the moment the marketer sees how she can create value for her customer. The other is the mirror image: the moment the customer sees how he can solve his problem with a product or service. One without the other is the sound of one hand clapping. Together they make the sound of success. Our book is about how to create these matched moments.
We have created three easy-to-read parables. We tell each story twice. One telling is from the perspective of Sarah, the marketer, one of our two main characters. Readers—entrepreneurs, CEOs, professional marketers—will recognize Sarah’s thought process, her actions, her results, and the consequences. The other telling is from the perspective of our second protagonist, Matthew, the customer. Matt’s telling breaches the corporate-cloister-wall and lets readers stand in the customer’s space, see the transaction from the other side.
The book design and physical format is compelling. It’s a flip-book. Pick up the book one way and all three parables are told from Sarah’s point-of-view. The reader then is physically compelled to flip his perspective—to look at the transaction from the opposite direction and read these parables from Matt, the customer’s point-of-view.
The book’s two subtitles, one front, one back, inculcate the central point that the CEO, the marketer, the entrepreneur must break free of the gravitational pull of internal priorities, no matter how urgent. These subtitles will also encourage booksellers to double the shelf-space facings for our book: one title is: “The Marketing Epiphany: How I Learned to Be a Great Marketer by Sarah the Marketer, as told to Karl Hellman, Rob Saunders, & Robert Siegel.” The flip side is entitled: "The Marketing Epiphany: How I Learned to Be A Loyal Customer by Matt the Customer, as told to Karl Hellman, Rob Saunders, & Robert Siegel”
At the center of the book is our model, The Customer Learning Curve, tested and proven in real-world cases dozens of times in our business and consulting experience. It bridges the customer-marketer gap, and enables readers to cross-over and design and see the effect of their actions from the other side’s point-of-view.
The Authors; lecturers, publishers, real world business
The three authors have captured the marketing epiphany between two book covers:
Karl Hellman is the lead author only in the sense that the insights and conceptual model on which the book is based evolved from his 20-plus years of consulting and speaking to senior management groups.
Equally important is the vision, editing, and world-class design of Rob Saunders who draws from his successes in creating and publishing over 150 cutting-edge books, many of which have won prestigious awards and have been sales successes.
The third side of our equilateral author triangle is Robert Siegel, a world class marketer for Earthlink and BellSouth—our Socrates, creating the three parables, and our Plato, setting them down in lucid and entertaining writing.
Call 770.993.7343 or Email us at info@resultrek.com
