Over the course of the last 8.5 months, various members of the Early to Rise team have been involved – in one way or another – with the whirlwind simply known around our office as “CTC.”
CTC, or Changing the Channel, is the new book co-written by Michael Masterson and MaryEllen Tribby. Whether you’re a marketer, entrepreneur, expert, or novice – if you’re looking to increase revenues and start or grow your business through breakthrough multi-channel marketing techniques, this is a “must-have” for your business-building arsenal. Changing the Channel has cost-effective, powerful, and easily executable real-world solutions to common business problems.
I’ve been in direct marketing for almost 15 years, and before I read the galley (a pre-publication version of the book) I figured, “What else is there to learn? I’ve practically seen and done it all.”
However, I still took away some very useful tactics from Changing the Channel. It took me less than a day to read the entire book. And if you’re like me – passionate about marketing and business – you won’t be able to put this book down.
What I like best about Changing the Channel is that it not only gives theory but also practical, hands-on examples that anyone – from a stay-at-home mom looking to start a home-based business, to a struggling entrepreneur, to a marketing director at a Fortune 500 company – can use to make money. And that the tactics are not wallet-busting either, which is ideal in today’s current economic environment.
Some of my favorite parts of the book include:
1. The “putting it all together” section of the Direct Mail chapter, which clearly illustrates a comprehensive mail plan spreadsheet.
2. Chapter 15, “The Incredible Power of a Multi-Channel Campaign,” which includes what NOT to do in a new product launch.
3. The Appendix. Yes, the Appendix. I know that appendices in books are usually wasted space, containing useless, boring addendums. But this Appendix is chock full of real multi-channel marketing examples you can study and emulate.
Plain and simple, if you’re looking to excel at business… ANY business… you’ve got to pick up a copy of Changing the Channel.[Ed. Note: The more marketing channels you use, the more money you stand to make. But before you jump into any new form of marketing, you should know a little about it. You can get the details behind channels like Internet marketing, television, magazines, and much more in the brand-new book by MaryEllen Tribby and Michael Masterson.]