One of the ways we keep on top of our game is by reading industry books. See below for our thoughts on two books we’ve read recently.
Youtility – Jay Baer
The difference between helping and selling is just two letters. But those two letters are critically important to the success of business today. Youtility is marketing so useful, people would pay for it. It’s a new marketing model for the age of information overload.
The book was a good reminder of what we should already know, if our communication doesn’t provide value to our customers or clients, they don’t have any reason to listen to us. Being useful for the purpose of being useful takes the idea a step further. The examples and themes in the book were excellent, though we felt it could have been condensed into shorter, more focused chapters.
The Media Training Bible: 101 Things You Absolutely, Positively Need To Know Before Your Next Interview – Brad Phillips
Delivering an effective media interview is more challenging than ever before. Today’s media spokesperson must compete with shrinking audience attention spans, cope with social media overload, and confront sensationalized reporting. Given those challenges, how can you create positive messages that cut through the noise and motivate your audiences? How can you respond to difficult questions in a confident manner that increases your credibility? And how can you navigate your company through a media crisis so it becomes a mere blip instead of a reputation-destroying disaster?
Media interviews are hard. It’s tough to confidently explain a complex topic in an interesting way. To do an interview well, you need to understand some tricks, and The Media Training Bible is an excellent guide. The easy-to-understand concepts are supported with tons of examples and antidotes. The chapters are short, focused and powerful. It is a great read for both interview rookies and experts.