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The best companies and most successful salespeople live by a three-word mantra—"all about them"—because when they relentlessly focus their brand on their customers instead of themselves, their businesses flourish. All about Them shows readers how to use this simple but extremely powerful influencing technique. Bruce Turkel, who has advised some of the world's greatest companies, including American Express and Bacardi, lays the groundwork by relating his personal journey of discovery to the "All about Them" principle. He goes on to explore our technology-driven, hyper- connected culture; the power of storytelling (and story-selling); brand authenticity and transparency; and more.
- Sales Rank: #423101 in Books
- Brand: Turkel Bruce
- Published on: 2016-09-06
- Released on: 2016-09-06
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x 1.00" w x 5.88" l, .0 pounds
- Binding: Hardcover
- 312 pages
- All about Them Grow Your Business by Focusing on Others
Review
"Buckle up.Bruce's book is a rollercoaster of riotous righteousness on branding,positioning, marketing, and the mighty madness of messaging."
--Randy Gage,author of Risky Is the New Safe and Mad Genius
"For sheercharm, there is nothing like a new book from Bruce Turkel. All About Them made me laugh out loud in the first chapter, but themagic is that you are learning from the get-go."
--ChrisCrowley, author of Younger Next Year
"Do you everwonder why some brands rocket to the top and why others are everlastinglypowerful and profitable? Bruce's bookwill teach you how to finally master the branding game!"
--Susan FordCollins, author of The Joy of Success
"If you canpicture the bizarre lovechild of Jerry Seinfeld and Maureen Dowd (although muchtaller) you have Bruce Turkel. His techniques will enable you to be kindlyconsidered and proactively sought."
--Alan Weiss,PhD, author of Million Dollar Consulting and Million Dollar Maverick
"Being anews anchor, I'm always looking for the simple truth. Bruce Turkel reminded me of what Dale Carnegietaught over eighty years ago: You can accomplish more developing an interest inothers than trying to get others interested in you."
--MelissaFrancis, host, Fox Business' After The Bell and author, Diary of aStage Mother's Daughter
"A must readfor modern marketers who want to cut through the noise, forge deep connections,and create memorable experiences."
--TimSanders, author of Dealstorming and Love Is the Killer App
"A brilliantguide to becoming an icon. Bruce Turkel is the branding expert of brandingexperts."
--JeffreyMeshel, author of One Phone Call Awayand The Opportunity Magnet
"Bruce Turkel flipsconventional wisdom on its ear and proves with passion, flair, and relevantexamples that selflessness equals success...even in business."
--Jay Baer, president of Convince & Convertand author of Hug Your Haters
Jim Pawlak's “Biz Books” column, 8/21/16
“Turkel identifies the dynamics of today's consumer…He speaks to the emotional part of the buying experience.”
From the Inside Flap
What discernabledifference can you harness to improve your career, increase your sales, andbuild your business? For anyone lookingto boost their personal brands and see their fortunes flourish, All AboutThem answers those questions.
The best companies and most successful salespeople live by athree-word mantra--"all about them"--because when they relentlessly focus theirbrand on their customers instead of themselves, their businesses flourish. Branding expert Bruce Turkel has helped create some of the world's most compelling brands,including Miami Tourism, Discovery Channel, and Bacardi, by putting this mantrainto effect. In All AboutThem, he shows readers how to use this simple but extremely powerfultechnique in our technology-driven, hyper-connected culture. Turkel explores the power of storytelling(and story-selling); brand authenticity and transparency; the differencebetween content and context; and more.
Owning andpromoting your very own All About Thempositioning gives you access to opportunities you never thought possible andmay never have discovered on your own. Whenyour brand resonates with your intended publics, it fires people's imaginationsand encourages them to figure out ways to promote your brand and your businessbecause it's good for them too. That'sthe pure power of this three-word mantra.All About Them cuts through the clutterand immediately tells your listeners that what you are saying is important tothem. As Turkel reveals, All About Them gets right to the heartof what matters to consumers: their own self-interests.
About the Author
In 1983, Bruce founded TURKEL Brands. Today, he's as passionate about creating memorable brands as he was then. Bruce conveys the importance of strong brands to clients, audiences and readers, and shows them how to build their own brand value. TURKEL Brands continues to break new ground with innovative work using simple yet powerful brand building techniques. Bruce is a weekly contributor on the Fox Business Channel and has appeared as a branding, marketing and advertising expert on CNN, ABC, CBS and NPR. He's authored three books on advertising; his latest is Building Brand Value, and is busy writing his next two. He's also been featured in Fast Company, The New York Times, Communication Arts, Fortune, and AdWeek.
www.bruceturkel.com
Most helpful customer reviews
1 of 1 people found the following review helpful.
The Master Key to a Compelling Brand. Personal or Otherwise.
By Anthony Iannarino
Bob Burg introduced me to Bruce Turkel. I read Bruce's book in preparation for an interview on my podcast, In the Arena. I thought I had a decent, working understanding of branding--especially personal branding--until I read All About Them.
It is no secret that a self-orientation destroys trust. But it's difficult not talk about you, your product, your solution, and the results you produce when you market and sell. All About You will guide you in flipping your script to an other-oriented positioning that builds credibility, builds trust, and wins customers.
Do this. Buy the book. Go to page 238 and study the section titled Scaling the Pyramid to Success. Look at all your marketing material, and honestly assess where your messaging fits on this framework. Then let Bruce help you do better.
1 of 1 people found the following review helpful.
It Really Is ONLY "ALL ABOUT THEM!"
By Scott Wolfson
Bruce Turkel hits a grand slam out of the ballpark with this book as he methodically explains what is truly the most important aspect in marketing, branding and growing your business: It's simply "All About Them!" An excellent read with many illustrative examples throughout the book, teaching us invaluable lessons along the way of how to get your message out there, connect with your audience and create that culture and environment where your customers sell your product and service for you! The All About Them philosophy focuses less on the pragmatic function of your business (which as he explains is just the starting point of entry for your business) and instead, concentrate more on the emotional connection you have to your consumer. Bruce says "products sell not because of what they can do, but because of how they make consumers feel."
He shares with his readers his own personal experiences (both pitfalls and successes) and in each case, makes the point of how vital it is to create that unique experience for your customers that they cannot and will not get anywhere else! This is the key to winning customers and showing them that you are their only choice when it comes down to making the sale! His examples of Joe's Stone Crabs and Starbucks are perfect examples of two distinct businesses that offer experiences customers won't get anywhere else. Sure, there's a lot of seafood restaurants that sell stone crabs and coffee shops that sell coffee, but what sets these two businesses apart from their competitors is how they make their consumers feel about themselves. Joe's Stone Crabs makes its patrons feel that feeling of being at an exclusive restaurant where the ambience and service equally matches the incredible seafood they sell. Starbucks gives its customers that sense of community where they can hang out with friends, play checkers/chess, or conduct their business while enjoying their favorite latte or carmel macchiato. He further explains that what these companies sell is different than what their customers are buying. Think consumers' emotional connection they have to the products they buy.
I can't recommend All About Them enough to anyone who wants to grow their business!!!
3 of 3 people found the following review helpful.
I read business books because I feel like I have to in order to keep up with ...
By ICE
I read business books because I feel like I have to in order to keep up with trends, not always because I want to. But Bruce Turkel uses such great stories that I actually found myself looking forward to turning the pages. The only biz books that have done that to me before were Tipping Point and Outliers by Malcolm Gladwell. We finally have another business thinker who writes beautifully. I was inspired to buy copies for all the account managers that work with me. Thank you Bruce!
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