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A game-changing framework for staying top of mind with your audience―from the No. 1 company dominating content marketing

What do many successful businesses and leaders have in common? They’re the first names that come to mind when people think about their particular industries. How do you achieve this level of trust that influences people to think of you in the right way at the right time? By developing habits and strategies that focus on engaging your audience, creating meaningful relationships, and delivering value consistently, day in and day out.

It’s the winning approach John Hall used to build Influence & Co. into one of “America’s Most Promising Companies,” according to Forbes. In this step-by-step guide, he shows you how to use content to keep your brand front and center in the minds of decision makers who matter. He reveals:

• how consumer needs and expectations have changed and what this shift means for you
• how to build a helpful, authentic, and consistent brand that serves others just as well as it serves you
• proven methods for using digital content to enrich your target audience’s lives in ways that build real, lasting trust

Whether you’re a marketing leader engaging an audience of potential customers, a business leader looking to humanize your company brand, or an industry up-and-comer seeking to build influence, maintaining a prominent spot in your audience’s minds will increase the likelihood that the moment they need to make a choice, you’ll be the first one they call. There’s no better way to drive opportunities that result in increased revenue and growth.

Business is never “just” business. It’s always about relationships. It’s always about a human connection. When you’re viewed as a valuable, trustworthy partner, the opportunities are endless. Position yourself for success by establishing and developing content-driven relationships that keep you and your brand Top of Mind.

 

• Sales Rank: #27631 in Books
• Published on: 2017-04-20
• Original language: English
• Dimensions: 9.20" h x .90" w x 6.20" l,
• Binding: Hardcover
• 208 pages

From the Back Cover

“John’s got his finger on something here―something important. Anyone interested in communicating effectively through content would do well to embrace the audience-centric approach outlined in Top of Mind.”
―Eric Hellweg, managing director at Harvard Business Review

“Top of Mind is a critical and powerful tool to catapult yourself into relevance in a noisy, competitive world. Get it now, and leverage your content like never before.”
―Jeff Hoffman, cofounder of Priceline and ColorJar

“With Top of Mind, John breaks down the last barriers between executives and content marketing. We accept that business is about relationships, and it’s time we embrace the fact that the right content at the right time can make those relationships (and your company) stronger.”
―Evan Greene, CMO of The Recording Academy (The GRAMMYs)

“John Hall says that success ultimately comes down to creating meaningful relationships―in business and in life. I couldn’t agree more. Buy this book to get his prescription for exactly how to do it.”
―Ann Handley, chief content officer of MarketingProfs and author of Everybody Writes

“This is the playbook for how to make yourself memorable online. Top of Mind is useful, practical, and vital. Highly recommended!”
―Jay Baer, president of Convince & Convert and author of Hug Your Haters

“An absolute must-read for any professional or company seeking to build influence and lead their industry.”
―Forbes

“Potential customers can’t do business with you if they don’t even know who you are. John Hall’s essential new book shows you how to powerfully connect with your audience, even in today’s crowded marketplace, so the right business opportunities come to you.”
―Dorie Clark, author of Reinventing You and Stand Out

“I am a longtime admirer of John’s knack for connecting people in meaningful―sometimes life- and career-changing―ways. The idea of ‘shifting from self to the people who matter’ is something he practices personally and professionally, so all ideas in the book are authentic and tested. Top of Mind contains John’s simple, yet powerful, secret to success. Readers will be grateful he shared it!”
―Gina McDuffie, CMO of VER

“Here it is, a business guide to engineering serendipity! Top of Mind is a relationship guide for the digital age. Whether you’re building a business or accelerating your career, John Hall’s clever concept and smart insight will transform the way you communicate. Move over, Mr. Carnegie, John Hall teaches anyone how to win friends and influence people―at massive scale.”
―Andrew M. Davis, founder of Monumental Shift and author of Brandscaping

“Top of Mind is a must-read for any business professional who wants to understand how to break through the noisy and competitive landscape of today’s digital, social, and mobile world. As an innovative and successful entrepreneur, John Hall shows us how anyone in any type of business can use their existing knowledge and expertise to become top of mind, reach potential customers, and grow their business.”
―Michael Brenner, CEO of Marketing Insider Group and author of The Content Formula

 

 

 

About the Author

John Hall is the cofounder and CEO of Influence & Co., a firm that helps brands and individuals leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences. He has grown his company’s revenue by more than 100 percent year-over-year since its founding in 2011; it is now the largest provider of expert content to online publications. In 2016, he won the EY Entrepreneur of the Year Award.

Most helpful customer reviews

6 of 6 people found the following review helpful.
John does a great job of not only laying out why content is ...
By Nate Andorsky
Book just arrived yesterday and I am already half way through! John does a great job of not only laying out why content is so important to unleash your influence but also shows you how to do it. He even lists a number of resources and tools to get your started. Very useful read and really hits home in regards to the importance of investing and building your company and/or personal brand through thought leadership.

4 of 4 people found the following review helpful.
Great read and valuable information!
By Britt
This is a great read for anyone looking to learn more about content marketing—or any kind of sales and marketing, for that matter! The author's stories are great and he backs all the recommendations up with solid research. A quick but compelling read with lots of good homework for marketers and entrepreneurs.

0 of 0 people found the following review helpful.
If you help, opportunities will come
By Jeremey Donovan
Overarching point: Achieve top-of-mind status by engaging prospects, customers, and colleagues though “You Marketing” to create thriving, rich relations. “You Marketing” = quality, personalized content delivered consistently and at the right moments that makes people’s lives better by connecting people with what they value. If you help, opportunities will come.

This book offer a wealth of actionable tips for (a) content strategy (b) knowledge management (c) content production, d) content distribution, and (e) content ROI. It also goes into some depth on building trust & likability.

I found the book to be a content marketing focused "child" of Adam Grant's "Give & Take" and Dale Carnegie's "How to Win Friends"

See all 30 customer reviews...

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Grade 5, complete Student Edition set, Vol.1 and 2.

• Sales Rank: #3802377 in Books
• Published on: 2007-10-17
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x 1.00" w x 9.00" l, 3.65 pounds
• Binding: Hardcover

About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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[N690.Ebook] PDF Download The Small Big: Small Changes That Spark Big Influence, by Noah Goldstein, Professor Robert B. Cialdini Steve Martin

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At some point today you will have to influence or persuade someone - your boss, a co-worker, a customer, client, spouse, your kids, or even your friends. What is the smallest change you can make to your request, proposal or situation that will lead to the biggest difference in the outcome?
In The small BIG, three heavyweights from the world of persuasion science and practice -- Steve Martin, Noah Goldstein and Robert Cialdini -- describe how, in today's information overloaded and stimulation saturated world, increasingly it is the small changes that you make that lead to the biggest differences.
In the last few years more and more research - from fields such as neuroscience, cognitive psychology, social psychology, and behavioral economics - has helped to uncover an even greater understanding of how influence, persuasion and behavior change happens. Increasingly we are learning that it is not information per se that leads people to make decisions, but the context in which that information is presented.
Drawing from extensive research in the new science of persuasion, the authors present lots of small changes (over 50 in fact) that can bring about momentous shifts in results. It turns out that anyone can significantly increase his or her ability to influence and persuade others, not by informing or educating people into change but instead by simply making small shifts in approach that link to deeply felt human motivations.

• Sales Rank: #348503 in Books
• Brand: imusti
• Published on: 2015-08-06
• Original language: English
• Dimensions: 8.50" h x .69" w x 5.32" l, .73 pounds
• Binding: Paperback

Features

• PROFILE BOOKS

Review
"Not to be missed."―Fortune Magazine

"The Small BIG is a fun, educational and entertaining read. You'll experience some brain bending in the process, you'll pick up some tips and strategies and ultimately, grow your influence muscle to a point where your results will shine."―Small Business Trends

"Want to be a better negotiator? Have more productive meetings? Get the kids to eat more vegetables? The small BIG provides a set of simple, powerful tools for anyone who wants to be more persuasive."―- Jonah Berger, Professor at the Wharton School and Bestselling Author of Contagious: Why Things Catch On

"If you've ever struggled to change the beliefs or behaviors of other people, there's hope. The small BIG offers the best of science and practical insights from the world's leading experts on persuasion. Everyone who cares about influence will be reading this riveting book."―- Adam Grant, Wharton professor and bestselling author of GIVE AND TAKE

"If you ever doubted that small changes can make a big difference, this excellent and insightful book will change your mind."―-Dan Ariely, Duke professor and bestselling author of Predictably Irrational, The Upside of Irrationality, and The (Honest) Truth About Dishonesty

"Martin, Goldstein, and Cialdini - the dream team of persuasion science - have written an utterly compelling and eminently useful book. In a series of short, crisp chapters, they explain the latest research from around the world - and then use that research to offer an array of practical, actionable techniques to influence the behavior of others. In every way, this book is a tour de force...This might be the first book I've read in which the passages I underlined outnumbered the passages I didn't."―- Daniel Pink, bestselling author of TO SELL IS HUMAN and DRIVE

"A charming collection of useful articles on increasing your oddsof getting agreement."―Arizona Daily Star - Best Book of the Month

About the Author
Steve J. Martin is the director of INFLUENCE AT WORK in the United Kingdom, and his work has been featured in the New York Times, Los Angeles Times and Wired. His regular business columns for the Harvard Business Review and the British Airways in-flight magazine are read by over 2.5 million people each month.

Noah J. Goldstein is a professor at the UCLA Anderson School of Management, where he has won awards for both teaching and research. His previous book, Yes!, co-authored with Martin and Cialdini, is a New York Times bestseller translated in over 25 languages. Goldstein has also served on the Scientific Advisory Boards of two Fortunate Global 500 companies.

Robert B. Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. He is also president of INFLUENCE AT WORK. Harvard Business Review calls Dr. Cialdini "the leading social scientist in the field of influence." His book Influence, was named by Inc. magazine as one of the Top 10 Marketing Books of All Time and has been published in twenty-eight languages. Influence is a New York Times bestseller and has sold over 2 million copies.

Most helpful customer reviews

54 of 55 people found the following review helpful.
Self-help and self-promo help
By Jenny Schwartz
The Small BIG: Small Changes that Spark Big Influence is a pretty good book on the topic of ethically persuading people to change their behaviour. Grounded in research and mixing discussion with examples, the book intrigued me enough that I jotted notes and my own ideas as I read. This is pretty rare these days for me, and a sign of how engaged I was.

Running quickly through my notes.

Changing people's environment can change their minds. Context is important.
Focus on similarities - shared identity
You can lock into other people's commitments (and the implication I took from this was that when companies ask us to filling surveys, they're not after feedback, but about the commitment we feel to the firm after we've committed our time via filling in the survey).
A sense of owing your future self can motivate self-change
Procrastination - use short expiration dates
A promise of potential (which has an arousing quality) outshines reality (this I hadn't expected)
When an expert is uncertain, that intrigues us.
We assume important people sit in the centre of a gathering
Power increases and our cortisol (stress hormone) levels decrease when we adopt open, expansive posture.
Just ASK
Focus people on the opportunity cost of not doing what you want them to do.

And the notes go on.

Shortish chapters, engaging style. I got a lot from this book.

2 of 2 people found the following review helpful.
Great concept; good execution
By JD
I bought this after hearing Martin interviewed on the HBR podcast. And I love the concept - there are many ways to use observations from human behavioral science to direct best practice. Moreover, many of these are easy to implement and have pronounced effects - hence the concept of the "small BIG".

The organization of the book is not its strength. The chapters are really short vignette case studies designed by the authors to be digested in tiny chunks. Really tiny chunks. Unfortunately, this does not allow for serious discussion of the diversity of applications of each observation or the specific limitations of each approach. In one example, British taxpayers (apparently often quite delinquent in prompt tax payments) were reminded that the majority of taxpayers do remit taxes on time, and the effects were real. However, there is less question as to whether this would work in different cultures, under different tax systems, or other related concerns. Will this approach really change the fates of accounts receivable professionals?

That said, some of the lessons are fantastic. As an administrator in medicine, I was fascinating at the approach taken to patient "no-shows", which have a double-whammy effect. First they create situations in which medical professionals are deployed but not reimbursed. Just as importantly, they prevent patients from being seen! If one calls to make an appointment that is booked by a patient who then no-shows, the patient who wishes to come in cannot receive care yet is blocked by a patient who has not used that slot. And in most markets, access is at a premium. I will not give away the authors' intervention, but it is shockingly simple - so shocking that I would like to really see whether it works.

In any case, this book is certainly worth a read, and I would read other books by the same authors. I just wish that they had selected fewer topics on which to delve more deeply rather than to create a well-meaning, but underdeveloped, sampler.

1 of 1 people found the following review helpful.
A Guidebook for Direct Marketers
By Walter Spoonbill
The strength of "The Small BIG' " is also its weakness. Many business books rely on one big idea that would make a compelling article, but after 200 pages of using Amazon-Zappos-flavour-of-the-year organisations, to retrospectively prove a point, irritation overwhelms insight.

"The Small BIG" strength is that it packs 50+ tips into short, sharp chapters. Each one has some neuroscience/behavioural economics/testing to validate it. Many won't cost a cent & are claimed to boost response rates. The 50+ is also the weakness - I read the book a few weeks back, recommended it to a client who relies on direct marketing, yet now, writing this review, cannot remember one specific example.

Perhaps I am suffering from end of year brain-drain (writing this on 17th December) - however I think this book works best as a reference for direct marketers. Some of the best business books adjust thinking. "The Small BIG" modifies actions. In the right hands, it can be a great investment.

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0134004655/9780134004655 Economics Plus MyEconLab with Pearson eText -- Access Card Package, 12/e

Package consists of

0133872270/ 9780133872279 Economics, 12/e
0133918181/ 9780133918182 MyEconLab with Pearson eText -- Access Card -- for Economics, 12/e

• Sales Rank: #1172346 in Books
• Published on: 2015-07-01
• Original language: English
• Number of items: 1
• Dimensions: 11.10" h x 1.40" w x 8.70" l, 4.00 pounds
• Binding: Hardcover
• 864 pages

About the Author

Michael Parkin is Professor Emeritus in the Department of Economics at the University of Western Ontario, Canada. Professor Parkin has held faculty appointments at Brown University, the University of Manchester, the University of Essex, and Bond University. He is a past president of the Canadian Economics Association and has served on the editorial boards of the American Economic Review and the Journal of Monetary Economics and as managing editor of the Canadian Journal of Economics. Professor Parkin’s research on macroeconomics, monetary economics, and international economics has resulted in over 160 publications in journals and edited volumes, including the American Economic Review, the Journal of Political Economy, the Review of Economic Studies, the Journal of Monetary Economics, and the Journal of Money, Credit and Banking. He became most visible to the public with his work on inflation that discredited the use of wage and price controls. Michael Parkin also spearheaded the movement toward European monetary union. Professor Parkin is an experienced and dedicated teacher of introductory economics.

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• Sales Rank: #2154414 in Books
• Published on: 1993-06-30
• Binding: Hardcover

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