You’ll see exciting, inspiring, thought-provoking ideas about how to connect with audiences, create meaningful content, and engage with the culture around your offering.
On the other side, you’ll find what amounts to technical manuals. These kinds of marketing books focus on the tools and tactics needed to execute on the strategy inspired by the first kinds of books.
Open Lines is different, because it helps marketers answer difficult questions in straightforward ways:
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A reader will be able to follow step-by-step instructions, supported by actual examples of the work done, and at the end they will have a tremendously powerful understanding of what marketing can do for their organization and how to go about doing it.
As the book walks you through the process of applying the particulars of your organization to the structure of the framework, you will build an actionable marketing strategy that is flexible enough to serve your organization as long as they continue the same offer to the same audiences. When new opportunities arise, new platforms launch, new resources become available, the completed framework continues to provide insight on how to proceed.
The truth is, this very tactical, very simple, very special process that yields an actionable marketing strategy isn’t for everyone. It scales, for sure, but it has diminishing returns for organizations with deep pockets. At least in this moment on the internet, a big budget can cover a multitude of sins. That might change and I’d love to see more organizations being more thoughtful about how they earn their customers’ trust, but until then, Open Lines isn’t really for them.
Audiences who will get the most value from this book include: