The Passion Conversation is a difficult book to get through: not because it is either a challenging or disappointing read, but because it is so inspiring that it's hard not to put the book down every 3rd page and make a note about something you'd like to change about your own company's marketing pitch. It's that effective.
Here's the premise: People only talk about things they feel strongly about. They talk about the negative, or the positive, but never do they spread the word about things they don't care about. So, how do you get people talking, talking about the good things? Passion.
The Brains on Fire folks have always been about getting people to talk. Their first book was about starting movements that help propel your company's story and services forward with word of mouth. This book is an extension of that same message, but while "you'll absolutely see the lessons from our last book brought to life throughout these pages...," the authors say, "we wanted to spend some time digging deeper." Their way of digging deeper? Writing a love story.
Throughout the book, the authors tell stories about companies who traffic in love, or rather, who excited customers into spreading the good news about them. But that's not an entirely new thought. What is new is this:
Think about that: do you passionately love the people you serve? Sure, you likely love the money that hits the bank when people use your services, but oftentimes its easier to complain about customers than it is to love them. (Not unlike spouses, I suppose!) But when you love them and they love you, "You talk about that person you love constantly."
If you don't feel passionate about your customer, and you aren't so sure they passionately love you, The Passion Conversation is a must-read book that will get you tweaking your company's message so that you too are telling a love story.
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