"Anyone can write a blog post, but not everyone can get it liked thirty-five thousand times, and not everyone can get seventy-five thousand subscribers. But the reason we've done these things isn't because we're special. It's because we tried and failed, the same way you learn to ride a bike. We tried again and again, and now we have an idea how to get from point A to point B faster because of it."
Three short years ago, when Chris Brogan and Julien Smith wrote their bestseller, Trust Agents, being interesting and human on the Web was enough to build a significant audience. But now, everybody has a platform. The problem is that most of them are just making noise.
In The Impact Equation, Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your audience, or a certain number of followers. You need a potent mix of all of the above and more.
Use the Impact Equation to figure out what you're doing right and wrong. Apply it to a blog, a tweet, a video, or a mainstream-media advertising campaign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers.
Consider the phenomenally successful British singer Adele. For most musicians, onstage banter basically consists of yelling "Hello, Cleveland!" But Adele connects with her audience, pausing between songs to discuss a falling-out with her friends, or the drama of a break up. Each of these moments comes off as if she were talking directly with you, and you can easily relate. Adele has Impact.
As the traditional channels for marketing, selling, and influencing disappear and more people interact mainly online, the very nature of attention is changing. The Impact Equation will give you the tools and metrics that guarantee your message will be heard.
To view this DRM protected ebook on your desktop or laptop you will need to have Adobe Digital Editions installed. It is a free software. We also strongly recommend that you sign up for an AdobeID at the Adobe website. For more details please see FAQ 1&2. To view this ebook on an iPhone, iPad or Android mobile device you will need the Adobe Digital Editions app, or BlueFire Reader or Txtr app. These are free, too. For more details see this article.
|Size: ||958 KB|
|Date published: || 2012|
|ISBN: ||9781101572436 (DRM-EPUB)|
|Read Aloud: ||not allowed|
|This ebook will only be sold to customers with a billing address in:|
|Afghanistan, Algeria, Antarctica, Argentina, Aruba, BQ, Bahrain, Bhutan, Bolivia, Bouvet Island, Brazil, CW, Cambodia, Chile, China, Colombia, Costa Rica, Cuba, Dominican Republic, Ecuador, Egypt, El Salvador, French Guiana, French Southern Territories, Greenland, Guadeloupe, Guatemala, Haiti, Heard and Mc Donald Islands, Honduras, Hong Kong, Indonesia, Iran (Islamic Republic of), Iraq, Israel, Japan, Jordan, Kazakhstan, Korea (Democratic People's Republic of), Korea (Republic of), Kuwait, Kyrgyzstan, Lao People's Democratic Republic, Lebanon, Libyan Arab Jamahiriya, Macau, Martinique, Mexico, Mongolia, Morocco, Nicaragua, Oman, Palestinian Territory (Occupied), Panama, Paraguay, Peru, Philippines, Qatar, SX, Saint Barthélemy, Saint Martin (French Part), Saudi Arabia, Singapore, St. Pierre and Miquelon, Suriname, Syrian Arab Republic, Taiwan, Tajikistan, Thailand, Timor-Leste, Tunisia, Turkey, Turkmenistan, United Arab Emirates, Uruguay, Uzbekistan, Venezuela, Viet Nam, Western Sahara|