Can’t Buy Me Like by Bob Garfield audiobook

Can’t Buy Me Like: How Authentic Customer Connections Drive Superior Results

By Bob Garfield and Doug Levy
Read by Lee Han

Gildan Media 9781469025537
6.47 Hours Unabridged
Format: Digital Download (In Stock)
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    ISBN: 9781469025537

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As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi­tized, even disillusioned, by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like. That's because we've entered the "Relationship Era," where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promo­tions, viral videos, or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don't work in the long run. So what does work in this bewildering new era? Where do "authentic customer relationships" come from? The answers will make some leaders sigh with relief while others rip their hair out: Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that's not enough. Now that people can easily discover everything that's ever been said about your brand, you can't manipu­late, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet. It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, it's the deadly serious reality of business in the 2010s. It's why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers. The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors.

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Summary

Summary

As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensi­tized, even disillusioned, by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like.

That's because we've entered the "Relationship Era," where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promo­tions, viral videos, or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don't work in the long run.

So what does work in this bewildering new era? Where do "authentic customer relationships" come from? The answers will make some leaders sigh with relief while others rip their hair out: Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that's not enough. Now that people can easily discover everything that's ever been said about your brand, you can't manipu­late, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet.

It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this book, it's the deadly serious reality of business in the 2010s. It's why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers.

The good news is that some companies have already embraced the Relationship Era and are enjoying consistent growth and profits while spending substantially less on marketing than their competitors.

Reviews

Reviews

Author

Author Bio: Bob Garfield

Author Bio: Bob Garfield

Bob Garfield is the cohost of NPR’s On The Media and a columnist for MediaPost. Previously at Advertising Age, he has been a prominent commen­tator on and analyst of advertising and marketing for thirty years. He lives outside Washington, DC.

Titles by Author

Author Bio: Doug Levy

Author Bio: Doug Levy

Doug Levy is the founder and CEO of MEplusYOU, a leading strategic and creative agency that believes authentic relationships fuel astonishing brands.  He lives in Dallas.

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Details

Details

Available Formats : Digital Download
Runtime: 6.47
Audience: Adult
Language: English