All about Them: Grow Your Business by Focusing on Others Hardcover – September 6, 2016

All about Them shows readers how to use this simple but extremely powerful influencing technique. In brief, in our increasingly interconnected world, successful companies make their relationship with customers the top priority.Further, as author Bruce Turkel says, “Branding is the relationship between you and your customer and it does 2 vital things: #1. Reinforces the purchase they make. But more importantly, #2 Pre-inforces the purchase,” as explains in this book, including highly relevant “story-selling.” This is akin to what Peter Guber, in Tell to Win, dubbed a purposeful narrative in which other see a role they want to play in the story and thus are spurred to share it.The core theme is that companies most likely to thrive actually do put their customers first. In so doing they inevitably not only deepen customer loyalty they also are more likely to:• Get customer insights on how to improve what they offer• Motivate customers to recommend them to others• Make employees more motivated to perform well and to stayAs a renowned brand builder for years Bruce Turkel can writes from first-hand experience. To further spur you to buy his idea-packed book see his interview here:[...]This book of actionable insights reflects the “pull” rather than “push” approach that’s still practiced by many firms despite the growing capacity of buyers to make informed choices and to resent being flooded by irrelevant messages. Thisbook is an idea companion book to The Human Brand, UnMarketing, Buyology,and What Clients Love.

Bruce Turkel hits a grand slam out of the ballpark with this book as he methodically explains what is truly the most important aspect in marketing, branding and growing your business: It's simply "All About Them!" An excellent read with many illustrative examples throughout the book, teaching us invaluable lessons along the way of how to get your message out there, connect with your audience and create that culture and environment where your customers sell your product and service for you! The All About Them philosophy focuses less on the pragmatic function of your business (which as he explains is just the starting point of entry for your business) and instead, concentrate more on the emotional connection you have to your consumer. Bruce says "products sell not because of what they can do, but because of how they make consumers feel."He shares with his readers his own personal experiences (both pitfalls and successes) and in each case, makes the point of how vital it is to create that unique experience for your customers that they cannot and will not get anywhere else! This is the key to winning customers and showing them that you are their only choice when it comes down to making the sale! His examples of Joe's Stone Crabs and Starbucks are perfect examples of two distinct businesses that offer experiences customers won't get anywhere else. Sure, there's a lot of seafood restaurants that sell stone crabs and coffee shops that sell coffee, but what sets these two businesses apart from their competitors is how they make their consumers feel about themselves. Joe's Stone Crabs makes its patrons feel that feeling of being at an exclusive restaurant where the ambience and service equally matches the incredible seafood they sell. Starbucks gives its customers that sense of community where they can hang out with friends, play checkers/chess, or conduct their business while enjoying their favorite latte or carmel macchiato. He further explains that what these companies sell is different than what their customers are buying. Think consumers' emotional connection they have to the products they buy.I can't recommend All About Them enough to anyone who wants to grow their business!!!

With ALL ABOUT THEM, Bruce Turkel has written the marketing and branding book for our times.Of course, every first-year marketing rookie knows that effective brand communication focuses on customer needs and desires, that you have to sell tangible benefits (rather than features), that at the end of the day, all consumers really care about are themselves. The problem is, almost nobody really understands and applies this concept effectively.In ALL ABOUT THEM, Turkel not only clearly explains this customer-centric concept in understandable, real-life, practical terms (with numerous interesting, and even entertaining examples) - he also explains WHY making your brand/business/product/service/etc. "all about them" is so critical to success - today, more than ever before. Because in today's technology- and social-driven marketplace, consumers hold all the cards, even before you start playing the game.But most important of all, Turkel tells you exactly HOW to do it - what specifically you need to do, say, promise, and deliver if you expect to have even a shot at capturing the hearts, minds and dollars of today's consumers.Reading ALL ABOUT THEM has already changed my business. I expect it will change yours, too.

I really recommend that for you. It tells genius way how to build your own unique brand. It's something like quote which I found inside this book: “The two most important days in your life are the day you are born and the day you find out why.” -Mark Twain . Also people not buy what you know, they buy who you are. I think one of the best takeaway in this book is be you and put it your brand. This is a new pie finding of business book, so read this book and you will stand shoulders of giants. Thank You for the great book!