I have devoured the new book, Launch: How to Quickly Propel Your Business Beyond the Competition, written by the founder of SocialMediaExaminer.com, Michael Stelzner.
It’s not that the ideas he talks about are necessarily new to me – it’s that he totally believes in the “give and you will receive” concept.
I work with a lot of creative women entrepreneurs who are embracing their expert status (I call it their “Go-To-Goddess”) and Michael shares how really being willing to own your expertise by freely sharing your ideas, resources, and expertise will naturally attract more opportunities, collaborations, clients ... and yes, ultimately money to you.
He talks about his Elevation Principle – I just love it:
Great content + Other People – Marketing Messages = Growth
As a marketing coach – I think it’s brilliant! Especially the “minus the marketing messages”!
Read on for an interview with Michael about his new book:
Q & A with Michael Stelzner, author of Launch
and founder of SocialMediaExaminer.com
Why did you decide to write Launch?
I honestly want to show business people a different way to succeed without having to sell their souls in this crazy economy. You don't have to have a lot of money or buy any advertising. You don't have to bow at the altar of famous people or engage traditional media. You don't have to have a list. You don't even have to be a good writer. My content model is replicable and scalable. It works for an audience of ten to one thousand to millions.
How should readers use your book?
Follow the step-by-step roadmap I lay out in the book. All of my content strategy secrets are there.
What is the Elevation Principle and why is it useful?
At its core it's all about focusing on the needs of people with content. Here's the simple formula: Great content plus other people minus marketing messages equals growth.
It's useful for the person who wants to quickly catapult a business into the next galaxy from where they are. The number one reason it works is because it establishes you as a trusted resource—which is your biggest marketing obstacle. You'll attract an audience of loyal, raving fans who want to learn from you. Many of those will evangelize your business.
Caption: The elevation principle says that
great content combined with other people
and without marketing messages will help
your business rapidly grow.
How can one start using the Elevation Principle now?
Step one - determine who you want to reach and what they're interested in.
Step two - give them what they want for free.
Step three - grow.
What are some of the book's key takeaways?
Marketers are frustrated; all they have to do is stop selling. Give something away. Create primary and nuclear fuel. Don't expect anything in return—that's when things start happening. Launch is for anyone who wants to grasp how new media has forever changed the way marketing must function in a digital world.
What surprises you the most about the 'Elevation Principle'?
The consistent return on investment. I wasn't prepared for my business to take off at a thousand miles an hour; to get three buy offers in the first eighteen months; and to fend off so many advertisers wanting to spend money at my site.
What's the number one question you get asked the most?
Mike, how do you do all this without advertising? My answer: content surrounded by marketing messages scare people away. If you wouldn't want telemarketers camped out in your living room, why would you be okay with them squatting on your virtual property.
How would you describe yourself?
What do you want people to do as a result of buying your book?
I want my readers to follow the model outlined in the book, transform their business, and let me know how it's working for them. I want to see businesses develop thriving communities around topics like gardening, yoga, mechanical engineering, cancer survival . . . you name it . . . just like Social Media Examiner did.
ABOUT THE AUTHOR
Michael Stelzner is the founder of SocialMediaExaminer.com, author of the books Launch: How to Quickly Propel Your Business Beyond the Competition and Writing White Papers: How to Capture Readers and Keep Them Engaged, the popular Social Media Marketing Industry Report, and the man behind large summits, such as Social Media Success Summit.
Follow Michael Stelzner on Twitter @mike_stelzner