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Bruce Turkel – ALL ABOUT THEM : Grow Your Business by Focusing on Others

All about Them : Grow Your Business by Focusing on Others

Bruce Turkel
Brand-new, Hardcover


How To Create A Powerful Brand Magnet By Embracing Customer-Centric Mindset

Availability: In stock

Additional information

ISBN 9780738219202
Publication Date 9/6/2016
Pages 312
Weight 430 g
Dimension 21.5 × 14.2 × 2.8 cm
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This New York Times bestseller in hardcover edition is a bran-new book and still wrapped with new-book plastic wrapper. The original new book is sold at usual price RM118.39 (Hardcover). Now here Only at RM30.

What discernable difference can you harness to improve your career, increase your sales, and build your business?

For anyone looking to boost their personal brands and see their fortunes flourish, All AboutThem answers those questions.

Successful relationship marketers know that business is about people. It is about building relationships with customers, with employees, and with other key stakeholders.

To succeed in business requires a mentality to focus on them and their needs, not just focus on what you want.

Believe it or not, the key to your greatest success is not about you. The key to your greatest success is about what your customers feel about you and your business. All About Them is all about how to create your real success by concentrating on your customer.

That’s why the most profitable companies, the most powerful politicians, and the most successful salespeople live by three powerful words because they know that when they focus on their customers instead of themselves their businesses flourish.

Turkel strongly believes that companies which understand, and best connect with, the emotional needs of customers will gain a huge competitive advantage.

Branding expert Bruce Turkel has helped create some of the world’s most compelling brands,including Miami Tourism, Discovery Channel, and Bacardi, by putting this mantrainto effect.

In All AboutThem, he shows readers how to use this simple but extremely powerful technique in our technology-driven, hyper-connected culture.

All About Them will show you exactly how to use this simple but extremely powerful influence technique to:

● Find the one captivating component that sets your brand apart,

● Build your own competetive, compelling brand,

● Attract your best customers and potential customers, and

● Compel them to buy.

Turkel explores the power of storytelling (and story-selling); brand authenticity and transparency; the difference between content and context; and more.

Owning and promoting your very own All About Them positioning gives you access to opportunities you never thought possible andmay never have discovered on your own.

When your brand resonates with your intended publics, it fires people’s imaginations and encourages them to figure out ways to promote your brand and your business because it’s good for them too.

That’s the pure power of this three-word mantra. All About Them cuts through the clutter and immediately tells your listeners that what you are saying is important tothem. As Turkel reveals, All About Them gets right to the heart of what matters to consumers: their own self-interests.

An easy to read and engaging book about a topic so many people and businesses ignore,or do not follow through on creating and executing; Brand creation.

It would be easy to dismiss this book as staying too superficial or not going deeper. However, that would be the same mistake too many of us make in thinking we got brand creation figured out.

I found this book to cause me to see with fresh eyes the importance of thinking ‘outside to in’ to be able to move to a ‘consumer centric focus’.


Review From The Business Journal : By Tony Brock

How to grow your business by focusing on others

Successful relationship marketers know that business is about people.

It is about building relationships with customers, with employees, and with other key stakeholders.

To succeed in business requires a mentality to focus on them and their needs, not just focus on what you want.

Recently I had the opportunity to interview Bruce Turkel about his book “All About Them: Grow Your Business By Focusing on Others.” You can see the video here:

Turkel is a branding and marketing expert from Miami who frequently appears on Fox Business and other networks. As I talked with him, he shared the importance of writing a resume in a contrary way in order to get the job.

Most people use a resume as a way to talk about what they want. Turkel says you will get better experience by thinking of what the other person is looking for.

Frankly, they don’t care that “you’re looking for a challenging position with growth opportunities, blah, blah, blah.” They care about how you can make them look good for hiring you. They want their supervisors to compliment them on hiring just the right candidate for that position.

As Turkel says in the book, “Your career is unimportant to them except as it affects theirs.”

This same principle applies in selling to your customer. They flat out don’t care that your new-fangled widgets have a whirly-do with pink thinga-ma-bobs on them (all the features). They care about how your new widget will help them.

The more you can make your conversation all about them, the more successful you will be.

I like this line from the book: “Like friends, good brands make people feel good. But great brands make people feel good about themselves.”

Does passion have a place in business?
I taught certified public accountants (CPAs) for many years the benefits of doing their traditional write-up and accounting work on spreadsheets. This was back in the early 80’s when a tool called Lotus 1-2-3 was all the rage.

Most CPAs aren’t known for being overly emotional. They tend to be more serious, objective, and, well, balanced.

Yet I learned when presenting that when I could use humor, fun, and imminently practical applications, they enjoyed the learning experience much more. I often joke that several of those CPAs came dangerously close to having an emotion!

The passion and enthusiasm that comes from getting the right tool (in this case Lotus 1-2-3) and letting it accomplish more in less time was exciting. Passion was a big part of the learning process for these CPAs. Passion is a big part of business as it relates to helping others achieve their goals.

Think of the passion that people have at places like Facebook, Apple, and Google, to name three hot companies. Employees are passionate about what they do. Customers are passionate about using products.

Sometimes the passion is favorable and other times not so favorable, but passion is an element in what is involved.

Passion also helps in conveying your message. As Turkel says, “Sharing your passion will help eliminate any concern that you may have about blowing your own horn and shamelessly marketing yourself.” You both win when your employees and customers see that you are genuinely passionate about how you can use your products and services to help them achieve their goals.

Turning a nationally-seen negative into a positive
Turkel shared a story about a time he was on Bill O’Reilly’s Fox News program, The O’Reilly Factor. Turkel is often on national TV as a branding expert, and he was on The O’Reilly Factor a while back talking about a controversial topic.

On this evening O’Reilly disagreed with Turkel’s position and told him he was “zero for two.”

Yet, in the midst of this, Turkel was able to make a third point where O’Reilly agreed and said “You’ve just brought up a brilliant point.” Turkel has used that sound bite to illustrate the benefits of pivoting from what could have been a negative into a strong positive.

Make it your goal to focus on “all about them” and you can turn the proverbial lemons into lemonade. Always be on the lookout for a way to help the other person achieve their goals, no matter what happens.

Focus on the other person and practicing relationship marketing the right way. Remember that you succeed in business, and in life, when you make it your goal to think of their point of view and tailor your message to be all about them.

About the Author
In 1983, Bruce founded TURKEL Brands. Today, he’s as passionate about creating memorable brands as he was then. Bruce conveys the importance of strong brands to clients, audiences and readers, and shows them how to build their own brand value. TURKEL Brands continues to break new ground with innovative work using simple yet powerful brand building techniques. Bruce is a weekly contributor on the Fox Business Channel and has appeared as a branding, marketing and advertising expert on CNN, ABC, CBS and NPR. He’s authored three books on advertising; his latest is Building Brand Value, and is busy writing his next two. He’s also been featured in Fast Company, The New York Times, Communication Arts, Fortune, and AdWeek.

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