A book of lively and relatable marketing advice.
A plan to transform newsletter emails from annoying to alluring.
For his nonfiction debut, lawyer and entrepreneur Klinck sets himself a seemingly impossible task: to change marketing and business-related mass emails from an unpleasant part of a person’s workday to something that will actually generate results—and maybe even prompt a smile. The author, an entrepreneur and Harvard Law School graduate, wants to remodel his readers’ email marketing habits in order to teach them “how to find and cultivate raving fans, the kind of fans who will buy anything you have to sell.” The key understanding, according to Klinck, is that email marketing is just like any other kind of marketing, which explains the author’s decision to spend time on explaining the basics of that field before applying those basics to a new medium. One problem with the conventional wisdom surrounding email marketing, the author claims, is that the people offering it don’t understand the difference between marketing and selling. He describes marketing as “offering the right product to the right person at the right time, with the right message.” Selling isn’t about the customer’s needs, he asserts, whereas marketing is “relentlessly interested in the needs of the buyer.” After clarifying this key difference, Klinck dispenses practical tips; for instance, although he grants that an email marketer’s goal is to generate responses, he advises that one shouldn’t track reply statistics, so as to avoid becoming obsessed with such numbers. In short chapters, enlivened by occasional black-and-white personal photos to make specific points, he presents many insights into the new world of marketing.
The author’s main point is that email marketing practices can only be effectively improved by infusing routine business emails with genuine personality, even if it means expressing opinions that part of your audience may not share. Klinck presents positive feedback for his approach that he’s received from others, but the best possible illustrations of his main point are the readability and approachability of this book. The author is a funny, vigorous writer, always ready with a cultural reference (with the movie The Princess Bride an apparent favorite), a joke, or a self-deprecating aside drawn from his own past. His core message is one of clear communication, and several of his sharpest points involve finding a personal voice for all kinds of marketing emails. “If you talk like Hemingway, write like Hemingway,” he writes. “If you talk like James Joyce…there’s something wrong with you. Knock it off.” (“Don’t write like the Queen of England,” he adds. “Unless you are the Queen of England.”) His advice on this score is often invaluable, as when he invites readers to record some of their own conversation, transcribe it, and look at “the cadence of how you actually talk when you’re talking to a friend. Try to adopt that in your writing.” Readers involved in any kind of marketing will also appreciate Klinck’s breezy optimism and insistence on viewing email recipients as real human beings: “They’re your friends, the people you serve.”
A book of lively and relatable marketing advice.Pub Date: April 19, 2022
ISBN: 978-1-5445-2737-6
Page Count: 266
Publisher: Lioncrest Publishing
Review Posted Online: June 15, 2022
Kirkus Reviews Issue: Aug. 15, 2022
Review Program: Kirkus Indie
A clearly delineated guide to finally eradicate poverty in America.
A thoughtful program for eradicating poverty from the Pulitzer Prize–winning author of Evicted.
“America’s poverty is not for lack of resources,” writes Desmond. “We lack something else.” That something else is compassion, in part, but it’s also the lack of a social system that insists that everyone pull their weight—and that includes the corporations and wealthy individuals who, the IRS estimates, get away without paying upward of $1 trillion per year. Desmond, who grew up in modest circumstances and suffered poverty in young adulthood, points to the deleterious effects of being poor—among countless others, the precarity of health care and housing (with no meaningful controls on rent), lack of transportation, the constant threat of losing one’s job due to illness, and the need to care for dependent children. It does not help, Desmond adds, that so few working people are represented by unions or that Black Americans, even those who have followed the “three rules” (graduate from high school, get a full-time job, wait until marriage to have children), are far likelier to be poor than their White compatriots. Furthermore, so many full-time jobs are being recast as contracted, fire-at-will gigs, “not a break from the norm as much as an extension of it, a continuation of corporations finding new ways to limit their obligations to workers.” By Desmond’s reckoning, besides amending these conditions, it would not take a miracle to eliminate poverty: about $177 billion, which would help end hunger and homelessness and “make immense headway in driving down the many agonizing correlates of poverty, like violence, sickness, and despair.” These are matters requiring systemic reform, which will in turn require Americans to elect officials who will enact that reform. And all of us, the author urges, must become “poverty abolitionists…refusing to live as unwitting enemies of the poor.” Fortune 500 CEOs won’t like Desmond’s message for rewriting the social contract—which is precisely the point.
A clearly delineated guide to finally eradicate poverty in America.Pub Date: March 21, 2023
ISBN: 9780593239919
Page Count: 288
Publisher: Crown
Review Posted Online: Nov. 30, 2022
Kirkus Reviews Issue: Jan. 1, 2023
BOOK REVIEW
PERSPECTIVES
PERSPECTIVES
SEEN & HEARD
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.
A helpful guide to working effectively with people from other cultures.
“The sad truth is that the vast majority of managers who conduct business internationally have little understanding about how culture is impacting their work,” writes Meyer, a professor at INSEAD, an international business school. Yet they face a wider array of work styles than ever before in dealing with clients, suppliers and colleagues from around the world. When is it best to speak or stay quiet? What is the role of the leader in the room? When working with foreign business people, failing to take cultural differences into account can lead to frustration, misunderstanding or worse. Based on research and her experiences teaching cross-cultural behaviors to executive students, the author examines a handful of key areas. Among others, they include communicating (Anglo-Saxons are explicit; Asians communicate implicitly, requiring listeners to read between the lines), developing a sense of trust (Brazilians do it over long lunches), and decision-making (Germans rely on consensus, Americans on one decider). In each area, the author provides a “culture map scale” that positions behaviors in more than 20 countries along a continuum, allowing readers to anticipate the preferences of individuals from a particular country: Do they like direct or indirect negative feedback? Are they rigid or flexible regarding deadlines? Do they favor verbal or written commitments? And so on. Meyer discusses managers who have faced perplexing situations, such as knowledgeable team members who fail to speak up in meetings or Indians who offer a puzzling half-shake, half-nod of the head. Cultural differences—not personality quirks—are the motivating factors behind many behavioral styles. Depending on our cultures, we understand the world in a particular way, find certain arguments persuasive or lacking merit, and consider some ways of making decisions or measuring time natural and others quite strange.
These are not hard and fast rules, but Meyer delivers important reading for those engaged in international business.Pub Date: May 27, 2014
ISBN: 978-1-61039-250-1
Page Count: 288
Publisher: PublicAffairs
Review Posted Online: April 15, 2014
Kirkus Reviews Issue: May 1, 2014
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