Marketing Communications

La persuasión es una habilidad imprescindible en cualquier actividad profesional a todos los niveles en organizaciones y empresas. Pero, ¿cuáles son las mejores técnicas de persuasión?, ¿qué elementos de la comunicación permiten conquistar al público?, ¿cuáles son los momentos fundamentales en una argumentación? y ¿qué diferencia a un comunicador eficaz de un auténtico persuasor? Con el rigor científico y la capacidad de divulgación que le caracterizan, Robert Cialdini explica en este libro cómo capitalizar el tiempo previo a la transmisión de un mensaje importante.

You have a terrific idea. It's so powerful that it could change a life, a market, or even the world. There's just one problem: others don't see its power—yet. If you truly value the possibility of your idea, then you're ready to find your Red Thread—the through line that connects your idea to your audience's hearts and minds. Renowned speaker, consultant, and TEDx idea strategist Tamsen Webster shares the same step-by-step process she's taught to hundreds of clients, helping them deliver memorable presentations, keynotes, marketing campaigns, TED talks, and more.

Consuming and performing the exercises in this book can transform individuals, teams, and organizations from undifferentiated sellers into high-performing experts who truly enable buyers, resulting in mutually successful outcomes that endure.

Charm is good business. It can increase your income, boost your status, and establish and maintain your reputation. Most businesspeople don't fully understand the concept of charm. It ought to be a reflex, a conditioned response, to "turn on the charm" when dealing with customers, clients, associates, and employees, but it isn't. Charm draws customers. Charm gets noticed. But charm is only partly innate. Much of it is learned.

Story isn't just one way to persuade. It's the way. It's built into the architecture of the brain, and has been since early humans gathered around the camp fire, trying to figure out how to outsmart the lion next door. In Story or Die, story coach Lisa Cron sets out to decode the power of story, first by examining how the brain processes information, translates it into narrative, and then guards it as if your life depends on it.

This is a complete and practical guide which highlights the authors' new strategic approaches to selling when the buyer initially declines or is resistant on a sales opportunity. The authors introduce a novel concept called the Circle of Persuasion which offers sales reps a new approach in this potentially tricky process. Along the way, When Buyers Say No details prescriptive steps and even sample dialogues that will instruct and guide sales professionals on how to best cultivate buyer-seller relationships.

What if you knew how to sell on the subconscious level? What if you knew the tactics and techniques that allowed you to penetrate through your customer’s conscious faculty and reach them on a deep and influential level? What if you knew exactly how to produce the emotional reaction that would cause them to buy? What if you knew how to read your customer’s body language so well that you could lead them to the decision you wanted, with ease? Listen to find out more.

Dealing with customers isn't easy, they aren't always right or even pleasant. Business author Renée Evenson ensures you’ll always have the right words to defuse tense interactions. Practical and insightful, this book ensures you’ll never again be at a loss for what to say to customers. In Powerful Phrases for Effective Customer Service, she covers 30 challenging customer behaviors and 20 common employee-caused negative encounters.

Get Together is a practical and heartfelt guide to cultivating a community. Whether starting a run crew, connecting with fans online, or sparking a movement of K-12 teachers, the secret to getting people together is this: Build your community with people, not for them. In Get Together, Bailey, Kevin, and Kai share true stories of everyday people who created thriving communities, both in-person and online.

Have you either "got it" or you haven't yet? Are you born without outstanding communication skills or can they be learned? Either way, you'll need to be a master communicator to get in your studies and to progress throughout your career and life in general. Well, this textbook covers the essential and hidden secrets of what having the ability to speak with ease is all regarding.

By now it's clear that whether you're promoting a business, a product, or yourself, social media is near the top of what determines your success or failure. And there are countless pundits, authors, and consultants eager to advise you. But there's no one like Guy Kawasaki, the legendary former chief evangelist for Apple and a pioneer of business blogging, tweeting, Facebooking, Tumbling, and much more. Guy has teamed up with Peg Fitzpatrick, who he says is the best social-media person he's ever met, to offer The Art of Social Media - the one essential guide to get the most bang for your time, effort, and money.

Workplaces are filled with all types of people, and some of them can be very difficult to get along with. By understanding difficult people and their behaviors, a savvy individual can resolve the awkward and problematic situations they create. Dealing with Difficult People looks at difficult behavior - what drives it and how to cope with it by managing aggression, avoiding awkward situations, and keeping calm. This third edition provides tools and techniques for dealing with difficult customers, difficult people in the digital sphere, and difficult bosses.

A sharp and illuminating history of one of capitalism's longest-running tensions - the conflicts of interest among public-company directors, managers, and shareholders - told through entertaining case studies and original letters from some of our most legendary and controversial investors and activists.

Not all salespeople plan on a career in sales. Often, sales chooses them and suddenly they find themselves in a profession they aren't fully prepared for. The Accidental Salesperson is the answer, providing the advice and inspiration they need to master the essentials and hit the ground running. Fully updated to reflect the changes in the marketplace, the second edition provides a much-needed roadmap anyone can use to excel in sales.

When a group of people gather together to generate ideas for solving a problem or achieving a goal, sometimes the best ideas are passed over. Worse, a problematic suggestion with far less likelihood of success may be selected instead. Why would a group dismiss an option that would be more effective? Leadership and communications expert John Daly has a straightforward answer: It wasn't sold to them as well. If the best idea is yours, how can you increase the chances that it gains the support of the group? In Advocacy: Championing Ideas and Influencing Others, Daly explains in full detail how to transform ideas into practice.

This groundbreaking book offers extraordinary insight into the greatest mystery in sales: how the very best salespeople consistently and successfully influence change in others, inspiring their customers to say yes.

Did you know that everything is negotiable? Unfortunately, most people are poor negotiators, and the number one reason why can be traced back to early childhood. This audio series can help you change that. Whether you are trying to influence or negotiate with your largest client, boss, spouse or even one of your children—you need to be skillful. Do you think it might help to be better at reading body language?

K-beauty has captured imaginations worldwide by promising a kind of mesmerizing perfection. Its skincare and makeup products—creams packaged to look like milkshakes or pandas, and snail mucus face masks, to name a few—work together to fascinate us, champion consumerism, and invite us to indulge. In the four years Elise spent in Seoul as NPR’s bureau chief, the global K-beauty industry quadrupled. Today it's worth $10 billion and is only getting bigger as it rides the Hallyu wave around the globe.

In The Millionaire Next Door, best selling author Thomas Stanley identified the millionaires around you. In The Millionaire Mind, he told you how they think. Now, he tells you how to get their business.

Your projects, programs, and career turn on the difference between "no" and "yes". Yet selling ideas, especially the kinds of ideas that make organizations work, is a skill shrouded in mystery. Part emotional intelligence, part politics, part rhetoric, and part psychology, selling ideas is not like tricking someone out of his money. It's about helping others to see things your way: engaging their minds and imaginations.