Make It With Michael

By Jeff Bullas It was a paperback book someone I trusted and respected had recommended. Its title was good but not great. The headline wasn’t so compelling that it would stop you in your tracks. But something about it made me want to start reading and open the cover. Most of it was read in coffee shops near my home. I had plenty of time as I was between jobs. But it made a big promise. If you created great engaging content online then you would attract leads and sales. The term used to describe that was “inbound marketing” The book ? “The New Rules of Marketing and PR” by David Meerman-Scott As a sales and marketing professional it seemed to make a lot of sense. I certainly liked the idea of attracting customers rather than chasing them. Over my career I had used newspaper advertising, radio ads, cold calling, fax broadcasting and even door knocking to grow sales. But this outbound marketing often meant that you had to pay gatekeepers to get your business and brand in front...

http://ift.tt/eA8V8J By Jeff Bullas It was a paperback book someone I trusted and respected had recommended. Its title was good but not great. The headline wasn’t so compelling that it would stop you in your tracks. But something about it made me want to start reading and open the cover. Most of it was read in coffee shops near my home. I had plenty of time as I was between jobs. But it made a big promise. If you created great engaging content online then you would attract leads and sales. The term used to describe that was “inbound marketing” The book ? “The New Rules of Marketing and PR” by David Meerman-Scott As a sales and marketing professional it seemed to make a lot of sense. I certainly liked the idea of attracting customers rather than chasing them. Over my career I had used newspaper advertising, radio ads, cold calling, fax broadcasting and even door knocking to grow sales. But this outbound marketing often meant that you had to pay gatekeepers to get your busine...