Download Ebook Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition, by Andrea Coville Paul B. Brown
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Relevance: The Power to Change Minds and Behavior and Stay Ahead of the Competition, by Andrea Coville Paul B. Brown
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Public-relations executive Coville and journalist Brown advise organizations to ensure that their marketing and communication efforts make a sustained impact on their market, and they offer “relevance†as the guiding principle. Relevance, or “being practical and especially social applicability,†is required as today’s consumers are fickle, and efforts must be practical and emotional for a deep, sustained, and profitable relationship. Four ways to build relevance include “Segment†(dividing the market into specific categories, such as age and income); “Intangibles, including Thinking†(cognition, which is necessary to change behavior); “Community†(buyers value the opinions of friends and advisors, enhanced by the Internet); and “Circumstances†(including content and context). Consumers have many choices, and technology provides tools for evaluating them. Coville and Brown challenge organizations to be relevant by focusing on results triggering the behavior they desire (consideration of their product) and by providing substance that consumers value. Though clearly an infomercial for Coville’s company, nevertheless, this is a thought-provoking guide to success in today’s noisy communications world. --Mary Whaley
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Review
“Any serious business person needs to understand this book's message." – Jeffrey F. Rayport, best-selling author and Harvard Business School professor“In the non-profit world, you need to engage the hearts and minds of people to believe in and support your mission. Creating relevance is essential to creating emotional attachment to your brand. This book gives fresh insight into making that happen.” – Greg Donaldson, former National VP of Corporate Communications at the American Cancer Society“This is much more than a ‘business book.’ Whether you’re advancing a product, idea, candidate or cause, it’s essential to be relevant in this noisy world. Here’s how.”– Joe Trippi, owner, Trippi & Associates“Marketing has never been more challenging. The people you are trying to reach are busier than ever, distracted, and overwhelmed by commercial messages of all kind. If you can show them what your product or service does is relevant to their lives, they will at least listen to you. This book shows you a new approach to break through all the clutter by being relevant.” – Dan Collins, Division VP of Corporate Communications, Corning Incorporated“We sell to the world. That can be complicated, but Andy Coville shows that relevance is a universal force. Her insights on influencing customer decision-making can deliver powerful results wherever you do business.” – Minjung Sung, PhD, associate professor, Chung-Ang University“Andy Coville demonstrates how something can be relevant to one generation yet completely foreign to another. Read this book and discover new behavior triggers, how they differ among age groups, and how to engage them at will.”– Erica Dhawan, founder & CEO, Cotential
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Product details
Hardcover: 194 pages
Publisher: Routledge; 1 edition (April 3, 2014)
Language: English
ISBN-10: 1937134822
ISBN-13: 978-1937134822
Product Dimensions:
6 x 0.5 x 9 inches
Shipping Weight: 12.8 ounces (View shipping rates and policies)
Average Customer Review:
4.8 out of 5 stars
13 customer reviews
Amazon Best Sellers Rank:
#580,006 in Books (See Top 100 in Books)
I'll confess upfront to a bias as I worked with the authors on several, small research elements that made the cut. That is, the authors found the research relevant! So this review is as much a view from a researcher than a reader or reviewer.As a researcher, in exploring this subject I became increasingly convinced that understanding what relevance is (and is not), how it happens, and what it does to and for people is the biggest communications challenge of our time. While the idea of relevance is timeless, the need for relevance is particularly acute today. Confidence in tradition and institutions are fading. Technology has torn down some walls while at the same time building new ones (some more impenetrable than those they replaced!). With that the tolerance for the "irrelevant" - whether it is an organization, an idea, a product, or a person - is at an all-time low. It is not that "being relevant" did not matter in the past. Only that it may be all that matters at the present.The authors, IMHO, give a fresh look at something that many need to take a fresh look at!
Coville's book takes on the central challenge in marketing today: how to matter -- really matter -- to your customer when they are bombarded by information and offers. Her prescription, described in "Relevance," is spot on. As marketers we can often fall back into considering only one of the four areas of Relevance: how people think about the product - its features and benefits. Coville shows how addressing people's values, their sense themselves as part of a community, and the sensory aspects of experience, can make a product profoundly relevant to people - and thus drive far greater long term value.Relevance is not only thought provoking, it offers a practical guide for developing more effective marketing programs.
It is widely known that customers connect to your brand on an emotional level...this book adds another compelling element of relevance. It is worth your time to read the insights and fresh perspective that is shared. It brought new ideas to my current practices and assumptions. Was a great read and has stayed with me.
Good!!
Completely Brilliant!! An absolute must read for everyone and anyone who wants to become and remain competitive in business today
Relevance delivers so many actionable ideas and concepts. It appeals to all businesses and organizations looking to take their brand to a whole new level - and keep it there. Absolutely loved it!
Years ago during dinner with a venture capitalist in San Francisco, I asked him how he and his associates evaluated formal presentations from those seeking funds. He replied, "We've already checked out the credentials and financials or they wouldn't be meeting with us. We have three questions in mind: `How will you use the funds?' `What makes you different?' and `Why should I care?' How they answer that last question usually tells us what we need to know."I thought of that reply as I began to read this book. According to Andrea Coville, who wrote it with Paul B. Brown, an organization will be able to establish and then sustain a bond with its stakeholders to the extent that it remains relevant to their needs? For example, the highly valued employees it seeks to attract and retain will ask "What's in it for me"? Profitable customers it competes for will ask "Why you and what you offer?" There will always be questions to answer and problems to solve. Now more than ever before, stakeholders will ask "So what?" In recent years, they are also keenly interested to know what an organization cares about, other than sales and profits. It must have social as well as commercial relevance.Colville explains how almost any organization can become and then re main relevant to those on whom its success depends. I agree with her: "You cannot be all things to all people. But you can be relevant to all people based on some aspect of your offering. You can find out which will resonate by dividing your marketing [i.e. creating or increasing demand] by very specific categories: age, income, politics, whatever, and determine how you can make what you have relevant to people in each of these categories." She discusses three basic "intangibles" and explains how relevance occurs through content, context, and contact.o The Three Dimensions of Relevance, and, The Relevance Challenge (Pages 8-14)o Relevance: The Right Word at the Right Time (21-24)o Thinking Upside Down (43-46)o Categories/Segments of Relationship Framework (61-63)o Context (71-74)o Manipulative? (89-92)o Countering Probable Negativity (97-98)o Do Try This at Home (102-107)o The Innovation Process (100-114)o Things Change (123-127)o The Rate of Change, and, Nuts and Bolts (137-141)I commend Coville on her skillful use if several reader-friendly devices that include "Takeaway for Chapter X" (Chapters 1-10) and then "Final Takeaways" in a concluding chapter; "Things to Do Monday Morning" (Chapters 1-10); and boxed mini-commentaries throughout her narrative. These devices will facilitate, indeed expedite frequent review of key material later.In this book's Executive Summary, Andrea Coville identifies a challenge in today's global marketplace: relevance is more valuable, more complex, more difficult to establish, and then more difficult to sustain now than ever before. She wrote this book to help her readers respond effectively to that challenge.I presume to add one final point. It is no coincidence that the companies annually ranked among the most highly admired and best to work for are also annually ranked among those that are most profitable and have the greatest cap value in their industry segment. In a word, they are relevant.
Organisations need a single, reliable guiding principle to ensure that all their marketing and communications efforts make a sustained impact, and that principle can be summed up in a single word: relevance, according to Andrea Coville and Paul Brown in this book. But most people tend to put too much emphasis on the practical aspect of relevance, and not enough on the social aspect.In order for your offering to be relevant, you must fill a need and you must create an emotional connection. According to the authors, there are three ways of building relevance:• By segmentation: dividing your marketing by factors such as age, income, gender, education and interests. You need to be relevant to particular segments because you cannot be relevant to everyone at once.• By intangibles: your offering needs to appeal to the way your target people are thinking, it needs to have sensory appeal, it needs to have a community aspect, and it needs to reflect compatible values.• By circumstances: the content of your communications, the context of interactions, and the source and medium of your communications all need to be relevant.This is a short and easy-to-read book. It does not seem to me that the authors’ ideas differ significantly from those of other current marketing books, but they have captured the concept of relevance in a creative and memorable way.
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