Launch: How to Quickly Propel Your Business Beyond the Competition

"Hands on and generous, Michael shows you preciselyhow he does it, step by step." Seth Godin, author of Linchpin

"What Stelzner shares here is proven! He′s already built a community that propelled his brand not only beyond the competition, but ahead of an entire industry." Brian Solis, author of Engage!

"This isn′t a book about marketing; it′s about human nature. Understand that and you′ve unlocked the key to your success." Scott Monty, Head of Social Media, Ford Motor Company

"If you′re looking for a better way to reach the business heights you′ve only dreamed of, start reading Launch." David Meerman Scott, author of Real–Time Marketing and PR

"I only believe what I′ve read in Launch because I′ve watched Michael Stelzner do it himself. It works." Chris Brogan, President, HumanBusinessWorks.com, and coauthor of Trust Agents

"Theory is fine, really. But what′s even better is how–to action.And that′s precisely what you′ll find here." Ann Handley, Chief Content Officer, MarketingProfs, and coauthor of Content Rules

"Mike′s teachings absolutely work! This book is a must–read for anyone serious about building a sustainable empire on a solid foundation in today′s fast–moving, new media world." Mari Smith, coauthor of Facebook Marketing: An Hour a Day

Preface.

Acknowledgments.

Chapter 1 Rockets Don t Fly Themselves.

The Problem with Marketing.

The Internet as the Great Paralyzer.

Meet the Enemy: Channel Overload Syndrome.

Do People Really Trust Your Business?

Introducing the Elevation Principle.

Elements of the Elevation Principle.

Why the Formula Works.

Chapter 2 Starting Your Mission Plan.

Establishing Your Clear Vision.

Crafting Measurable Goals.

Setting Your Course Trajectory.

Chapter 3 Finding Inspiration by Looking Outward.

Identifying Role Models.

Leveraging Inspirational Content.

Setting Up an Idea Vault.

Creating a Discovery System.

Why the Outward Focus?

Chapter 4 Leveraging the Power of Other People.

The Power of Other People.

Who Do You Want to Reach?

Developing Profiles for Your Ideal Reader Base.

How to Identify the Problems and Desires of Your Reader Base.

What Problems Are They Facing?

Working with Outside Experts.

Leveraging Fire Starters.

Why Focus on Other People?

Chapter 5 Actively Engaging Other People.

Reciprocity Marketing.

The Importance of Giving Genuine Gifts.

Using Social Proof.

Moving People to Action.

Why Engage?

Chapter 6 Making Content the Fuel of Your Marketing.

Proof That Content Works.

What Makes for Great Content?

Creating an Editorial Guide.

Mapping an Editorial Calendar.

Why Content?

Chapter 7 Creating and Using Primary Fuel.

What Is Primary Fuel?

Comprehensive How–to Articles.

Expert Interviews.

Reviews.

Case Studies.

News Stories.

Contrarian Stories.

Chapter 8 Creating and Using Nuclear Fuel.

What Is Nuclear Fuel?

Reports Based on Surveys.

White Papers.

Top 10 Contests.

Micro Events.

Chapter 9 How to Employ Marketing.

What Does Caging Marketing Messages Mean?

How to Employ Marketing Messages.

The Last Word: The Elevation Principle Revisited.

Appendices Primary Fuel Content Samples.

Appendix A: Comprehensive How–to Article.

Appendix B: Expert Interview.

Appendix C: Review.

Appendix D: Case Study.

Appendix E: Contrarian Story.

Glossary.

About the Author.

Discover More About the Elevation Principle.

Index.

Michael A. Stelzner is the founder of SocialMediaExaminer.com a popular online magazine that helps businesses answer social media questions with useful how–to articles, in–depth case studies, expert interviews, and original research. He also authored the book Writing White Papers: How to Capture Readers and Keep Them Engaged, and is the man behind several large professional development conferences such as the Social Media Success Summit.