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Break Through The Noise: The Nine Rules to Capture Global Attention
The odds of getting a video onto YouTube's front page are 1-in-2,000,0000, but Tim Staples, founder and CEO of Shareability, knows how to make the algorithms of Youtube, Google, Facebook and Instagram work for you - and he has the results to prove it, with a thriving business that has gotten their videos onto YouTube's front page an amazing 25 times. Here he shows savvy marketers, entrepreneurs, and online celebrity wannabes how they, too, can develop clever videos that amass millions of views.
Staples outlines a nine-step approach that anyone can use to launch their product or service without having to invest a fortune.
Case studies featured in the book include how Shareability launched ROC Headphones, a multi-million dollar global brand, with a viral video of Cristiano Ronaldo in disguise without spending a nickel on traditional advertising; how they used babies to create the most successful social video ever about the Olympic Games; how they propelled a small pet food company from obscurity to an IPO on the power of two viral videos; and how they helped Cricket Wireless become the most shared brand in the wireless space beating telco powerhouses like Verizon, AT&T and Sprint.
Staples outlines a nine-step approach that anyone can use to launch their product or service without having to invest a fortune.
Case studies featured in the book include how Shareability launched ROC Headphones, a multi-million dollar global brand, with a viral video of Cristiano Ronaldo in disguise without spending a nickel on traditional advertising; how they used babies to create the most successful social video ever about the Olympic Games; how they propelled a small pet food company from obscurity to an IPO on the power of two viral videos; and how they helped Cricket Wireless become the most shared brand in the wireless space beating telco powerhouses like Verizon, AT&T and Sprint.
- GenresBusiness
245 pages, Kindle Edition
Published July 9, 2019
40 people are currently reading
256 people want to read
About the author
Tim Staples
39 books55 followersTim Staples was raised in a Southern Baptist home in Virginia. Although he somewhat fell away from serious faith during his adolescent years, the preaching of several TV evangelists motivated Tim to give his life to Christ at the age of 18. Shortly thereafter Staples joined the Marine Corps to gain some much-needed discipline and get some help financing his college education. During his tour of duty he had the opportunity to participate in several Protestant ministries and bible studies. Before long, Tim enrolled in the Jimmy Swaggart Bible College and with an eye towards becoming an youth minister for the Assemblies of God, a Pentecostal denomination.
However, during his final year in the Marines, Tim met a fellow soldier named Matt Dula who really challenged Tim to examine the Catholic Faith from a biblical and historical perspective. Tim's friendship with Matt sparked a two-year search for the truth. Though Tim was determined to prove Catholicism wrong, he wound up studying and praying his way right into the Roman Catholic Church!
After converting to Catholicism in 1988, Staples spent six years in formation for the priesthood. Tim began his journey towards ordination by earning a degree in philosophy from St. Charles Borromeo Seminary in Overbrook, Pennsylvania. He then went on to study graduate theology for two additional years at Mount St. Mary’s Seminary in Emmitsburg, Maryland.
In 1994 Tim discerned through prayer and counsel that his calling was not to be a Catholic priest, but rather to be a lay Catholic apologist and evangelist. He has been hard at work ever since producing materials to help Catholics and non-Catholics alike understand the meaning and the biblical foundation of the Catholic faith. His works include Nuts and Bolts: A Practical How-To Guide for Explaining and Defending the Catholic Church, and Twisted Scripture(CD), a critique of the Protestant doctrine of "Sola Scriptura." Tim's personal conversion story can be found in written form in the book edited by Patrick Madrid entitled Surprised by Truth - 11 Stories of Conversion to the Catholic Church. Staples' journey of conversion is also available in an audio/video version under the title The Bible Made Me Do It! (VHS, Audio Tape, Compact Disk).
In hundreds of live appearances all over the country, Tim Staples has helped thousands of people find their way home to the Catholic Church. Tim makes his extensive knowledge of Scripture available in tapes, books, and talks, helping others to see the strong biblical basis under girding Catholic doctrine. Tim’s humor and infectious enthusiasm captivate his audiences, and his unique style has brought him worldwide renown. Tim currently resides in Southern California with his wife Valerie and their infant son, Tim Jr. He is currently a staff apologist for Catholic Answers in El Cajon, CA.
However, during his final year in the Marines, Tim met a fellow soldier named Matt Dula who really challenged Tim to examine the Catholic Faith from a biblical and historical perspective. Tim's friendship with Matt sparked a two-year search for the truth. Though Tim was determined to prove Catholicism wrong, he wound up studying and praying his way right into the Roman Catholic Church!
After converting to Catholicism in 1988, Staples spent six years in formation for the priesthood. Tim began his journey towards ordination by earning a degree in philosophy from St. Charles Borromeo Seminary in Overbrook, Pennsylvania. He then went on to study graduate theology for two additional years at Mount St. Mary’s Seminary in Emmitsburg, Maryland.
In 1994 Tim discerned through prayer and counsel that his calling was not to be a Catholic priest, but rather to be a lay Catholic apologist and evangelist. He has been hard at work ever since producing materials to help Catholics and non-Catholics alike understand the meaning and the biblical foundation of the Catholic faith. His works include Nuts and Bolts: A Practical How-To Guide for Explaining and Defending the Catholic Church, and Twisted Scripture(CD), a critique of the Protestant doctrine of "Sola Scriptura." Tim's personal conversion story can be found in written form in the book edited by Patrick Madrid entitled Surprised by Truth - 11 Stories of Conversion to the Catholic Church. Staples' journey of conversion is also available in an audio/video version under the title The Bible Made Me Do It! (VHS, Audio Tape, Compact Disk).
In hundreds of live appearances all over the country, Tim Staples has helped thousands of people find their way home to the Catholic Church. Tim makes his extensive knowledge of Scripture available in tapes, books, and talks, helping others to see the strong biblical basis under girding Catholic doctrine. Tim’s humor and infectious enthusiasm captivate his audiences, and his unique style has brought him worldwide renown. Tim currently resides in Southern California with his wife Valerie and their infant son, Tim Jr. He is currently a staff apologist for Catholic Answers in El Cajon, CA.
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Displaying 1 - 23 of 23 reviews
January 30, 2021
Mostly a showcase for his own succes.
This book seems really old, but yet is rather new. Lots of examples from big companies with huge budgets, not at all inspiring for small budgets, maybe onloy for those who are unsufferably positive and see inspiration in everything. Waste of time and money.
This book seems really old, but yet is rather new. Lots of examples from big companies with huge budgets, not at all inspiring for small budgets, maybe onloy for those who are unsufferably positive and see inspiration in everything. Waste of time and money.
August 28, 2019
Best marketing book I’ve ever read. Each idea is said plainly and doesn’t overstay its welcome, and the information itself is based on successful and well received strategies.
October 24, 2019
What does it take to make a viral hit? This book is written by Tim Staples CEO of a company Shareability.com which aims to get their customers videos noticeable and hopefully viral online. This a taste of strategies used to do this.
July 29, 2019
The 9 rules of shareability to capture global attention are: be shareable, understand the science, focus on value, find your voice, crush the headline, ride the wave, flip the script, know your platform, and test before you invest.
Put the viewer first and build a relationship before attempting to sell anything. Always give value first, share before you receive, and inspire others to share what you’ve shared with them—create the gift that keeps on giving. Create stories that are so meaningful they essentially force others to keep telling it. When people share, they care, and when they care, they buy. So share the things you love because it makes others feel good, and ultimately yourself as well.
Lead with delivering value and everything else will fall in place.
Put the viewer first and build a relationship before attempting to sell anything. Always give value first, share before you receive, and inspire others to share what you’ve shared with them—create the gift that keeps on giving. Create stories that are so meaningful they essentially force others to keep telling it. When people share, they care, and when they care, they buy. So share the things you love because it makes others feel good, and ultimately yourself as well.
Lead with delivering value and everything else will fall in place.
February 25, 2020
I'm so confused who this book is for.
The information is pretty entry-level in most sections (especially in "Know Your Platforms"), and it seems to be speaking to the new marketer or DIY business owner or someone in an older marketing position trying to gain new insights into the modern world of media — in other words, people who have very modest budgets and are looking for big results for little input.
Yet the book opens with an example of using the most famous person on the planet, Cristiano Ronaldo, in a video for headphones, followed by examples like renting a helicopter and hiring a millionaire daredevil to snowboard on clouds, or getting John Cena to surprise superfans on video.
The people who have the budgets to implement these ideas don't need this book. The people who are reading this book don't have the budgets to implement the ideas. You see the problem?
The author also never acknowledges that having a very famous person might be a part of why these campaigns have been successful. None of the nine rules say "Hire Someone Famous". But that seems to be how they "break through the noise," is by outspending everyone else. Which is ironic, because the book's description says it's about how to "win global attention ... without spending a fortune." Yes, without throwing money at ad spend, but I'm gonna guess that helicopter wasn't cheap.
However, what the nine rules do say are:
RULE 1: Be Shareable
RULE 2: Understand the Science
RULE 3: Focus on Value
RULE 4: Find Your Voice
RULE 5: Crush the Headline
RULE 6: Ride the Wave
RULE 7: Flip the Script
RULE 8: Know Your Platforms
RULE 9: Test Before You Invest
I didn't learn anything here, but having all of these points organized into this nine-point schema is helpful. So if there's a valuable takeaway, it's that you should look over these nine points like a checklist while creating a video. So that earns two stars. Because the rest is frustratingly tone deaf.
The most frustrating of all is that this book is a hardcover piece of content marketing for the author's marketing company, which I won't name here because he says it often enough in the book for both of us.
Every example of success in the book is a case study of one of his company's campaigns. Every example of failure is someone else's campaign. The whole book exists to say, "My marketing company knows how to do this better than everyone else."
Overall, the book falls way short of what it promises. It's a pitch in a thin disguise.
The information is pretty entry-level in most sections (especially in "Know Your Platforms"), and it seems to be speaking to the new marketer or DIY business owner or someone in an older marketing position trying to gain new insights into the modern world of media — in other words, people who have very modest budgets and are looking for big results for little input.
Yet the book opens with an example of using the most famous person on the planet, Cristiano Ronaldo, in a video for headphones, followed by examples like renting a helicopter and hiring a millionaire daredevil to snowboard on clouds, or getting John Cena to surprise superfans on video.
The people who have the budgets to implement these ideas don't need this book. The people who are reading this book don't have the budgets to implement the ideas. You see the problem?
The author also never acknowledges that having a very famous person might be a part of why these campaigns have been successful. None of the nine rules say "Hire Someone Famous". But that seems to be how they "break through the noise," is by outspending everyone else. Which is ironic, because the book's description says it's about how to "win global attention ... without spending a fortune." Yes, without throwing money at ad spend, but I'm gonna guess that helicopter wasn't cheap.
However, what the nine rules do say are:
RULE 1: Be Shareable
RULE 2: Understand the Science
RULE 3: Focus on Value
RULE 4: Find Your Voice
RULE 5: Crush the Headline
RULE 6: Ride the Wave
RULE 7: Flip the Script
RULE 8: Know Your Platforms
RULE 9: Test Before You Invest
I didn't learn anything here, but having all of these points organized into this nine-point schema is helpful. So if there's a valuable takeaway, it's that you should look over these nine points like a checklist while creating a video. So that earns two stars. Because the rest is frustratingly tone deaf.
The most frustrating of all is that this book is a hardcover piece of content marketing for the author's marketing company, which I won't name here because he says it often enough in the book for both of us.
Every example of success in the book is a case study of one of his company's campaigns. Every example of failure is someone else's campaign. The whole book exists to say, "My marketing company knows how to do this better than everyone else."
Overall, the book falls way short of what it promises. It's a pitch in a thin disguise.
August 29, 2019
If you read this book, I predict you’ll be thinking, as you read it, of ways to use Staples’ and Young’s advice in whatever you need to advertise online. Concepts and ideas will form in your mind and they might well work if you try them. In the book, Staples and Young frequently warn readers that advertising with social media is nothing at all like traditional TV, radio, and print advertising. You’ll learn nine good rules for the new medium.
Although the writers provide examples from their own and others’ experience (both good and bad), these specific examples will be of limited use to you. Things change so fast on the Internet that by the time you copy someone’s successful past campaign, it will be out-of-date and ineffective, or even counterproductive. It’s the rules themselves that should remain valid and enduring.
If you’re looking to advertise anything online, whether it’s your company’s products, a service, or a persona, I think you’ll find this book helpful.
Although the writers provide examples from their own and others’ experience (both good and bad), these specific examples will be of limited use to you. Things change so fast on the Internet that by the time you copy someone’s successful past campaign, it will be out-of-date and ineffective, or even counterproductive. It’s the rules themselves that should remain valid and enduring.
If you’re looking to advertise anything online, whether it’s your company’s products, a service, or a persona, I think you’ll find this book helpful.
February 28, 2020
Helpful but not all that actionable. What’s detailed is mostly common sense, while the technical and truly meaningful is only touched on lightly. The majority feels like an egotistical recounting of how awesome the author’s company is. While they have been successful, the stories contained in the book don’t provide adequate detail to be useful, they’re merely entertaining (at best).
August 23, 2020
好久没来了，最近看完一本书叫《Break Through The Noise - The 9 Rules to Capture Global Attention》 by Tim Staples and Josh Young.
图书馆随便翻到的，讲的是如何在资讯爆炸的年代冲破嘈杂被人看见听见，尤其是在油管，脸书，IG等不同网络平台如何以不同形式最快抓取人们的注意力。文字写的很实在，干货满满，即使不关注网络影响力，仅是日常工作生活也可有启发和借鉴意义。
比如Rule1 - Be Shareable提到五种shareable emotions （可传递的情绪）：
1. Happiness 幸福
2. Awe 敬畏
3. Empathy 同情心
4. Curiosity 好奇心
5. Surprise 惊喜
人们分享时可带着复杂的心理。有时是分享强烈的单一情绪，有时是为了塑造自身的形象。比如分享“高级幽默”时，也是为了低调炫耀自己的“高级”，又或是以此吸引其它自己认可的也能理解此“高级”的人。那么在工作或生活中，你又将如何使用这些情绪达到传递自己核心内容的效果呢？
又比如Rule3- Focus on Value:
让别人为你做事（分享）之前，如何给他们提供价值。比如Home Depot播放各种制作精良的教学视频，教你如何专业又便宜地修窗户、刷墙、换雨刷。高度精准地找到它的潜在客户，即打算自己修理家居的人。然后先给你免费提供有价值的专业视频，那么接下来如果他们下决心要开始修理和买材料了，最大的可能性便是直接选择Home Depot来买材料。广告原本就是广撒网，可现代网络却让这网越撒越精准。
另外还有：
Rule 2 - Understand the Science
Rule 4 - Find Your Voice
Rule 5 - Crush the Headline
Rule 6 - Ride the Wave
Rule 7 - Flip the Script
Rule 8 - Know Your Platforms
Rule 9 - Test Before You Invest
总之是本挺有意思很现代的书。
图书馆随便翻到的，讲的是如何在资讯爆炸的年代冲破嘈杂被人看见听见，尤其是在油管，脸书，IG等不同网络平台如何以不同形式最快抓取人们的注意力。文字写的很实在，干货满满，即使不关注网络影响力，仅是日常工作生活也可有启发和借鉴意义。
比如Rule1 - Be Shareable提到五种shareable emotions （可传递的情绪）：
1. Happiness 幸福
2. Awe 敬畏
3. Empathy 同情心
4. Curiosity 好奇心
5. Surprise 惊喜
人们分享时可带着复杂的心理。有时是分享强烈的单一情绪，有时是为了塑造自身的形象。比如分享“高级幽默”时，也是为了低调炫耀自己的“高级”，又或是以此吸引其它自己认可的也能理解此“高级”的人。那么在工作或生活中，你又将如何使用这些情绪达到传递自己核心内容的效果呢？
又比如Rule3- Focus on Value:
让别人为你做事（分享）之前，如何给他们提供价值。比如Home Depot播放各种制作精良的教学视频，教你如何专业又便宜地修窗户、刷墙、换雨刷。高度精准地找到它的潜在客户，即打算自己修理家居的人。然后先给你免费提供有价值的专业视频，那么接下来如果他们下决心要开始修理和买材料了，最大的可能性便是直接选择Home Depot来买材料。广告原本就是广撒网，可现代网络却让这网越撒越精准。
另外还有：
Rule 2 - Understand the Science
Rule 4 - Find Your Voice
Rule 5 - Crush the Headline
Rule 6 - Ride the Wave
Rule 7 - Flip the Script
Rule 8 - Know Your Platforms
Rule 9 - Test Before You Invest
总之是本挺有意思很现代的书。
This entire review has been hidden because of spoilers.
May 14, 2024
I found it boring. It took me a long time to read. I may also not be his target audience which is probably why I didn't absolutely long his book. I feel that this is for business owners who are selling a product. A lot of his advice I do see and will apply it in any way that I can, but I have to switch around his ideas a little bit so that I can apply it for my situation. It's a three star because there is a lot of useful information in here. I think I will revisit some of the ending chapters in this book to study his marketing strategies. He definitely gives you some tools. I think the most important advice he gives the readers is to make content that invokes an emotional feeling within the audience. Therefore, the content is sharable and people engage with it. that was the one piece of golden nugget I am going to keep in mind when making content.
November 25, 2020
If you are anything like me, you see a massive opportunity with social media for marketing a product or service. However, when you turn to the social media gurus on the internet, they are constantly talking about how to get 1000 followers in a day or 5 tips to increase your subscriber account. But, when do those videos actually radically change your career.
Well, if you are as fed up as I was with the ephemeral nature of this content, you are in for a treat with this book. Yes, it may seem long right now, but think of it as a one time investment in your content production and digital advertising process to dramatically change how you approach this field.
Well, if you are as fed up as I was with the ephemeral nature of this content, you are in for a treat with this book. Yes, it may seem long right now, but think of it as a one time investment in your content production and digital advertising process to dramatically change how you approach this field.
July 28, 2019
This book was Stevo's Business Book of the Week for the week of 7/28, as selected by Stevo's Book Reviews on the Internet and Stevo's Novel Ideas. You can find me at http://forums.delphiforums.com/stevo1, on my Stevo's Novel Ideas Amazon Influencer page (https://www.amazon.com/shop/stevo4747), on LinkedIn (https://www.linkedin.com/in/brocksteve/), on Twitter (http://www.twitter.com/stevo4747) or search for me on Google for many more reviews and recommendations.
January 2, 2024
I knew several if not most of the examples in the book.
Now I know the people and the thinking behind them too.
Humble tone, sharing their learnings also from campaigns that went sideways.
The practical tips are great too.
Several will surprise you.
Great read for anyone interested in marketing today.
Now I know the people and the thinking behind them too.
Humble tone, sharing their learnings also from campaigns that went sideways.
The practical tips are great too.
Several will surprise you.
Great read for anyone interested in marketing today.
May 3, 2024
This was a solid read even though it was published before TikTok existed. I'd love to see an updated version that accounts for the impact that Tiktok has had on the social media video landscape. Some of the advice is helpful for social media marketing in general, but primarily this is relevant for video marketing.
May 27, 2024
GOOD KNOWLEDGE, BAD WRITING:
If you know the basics of online marketing, this isn't for you..The author takes all the time in the world to make a single point.. He has added so many irrelevant examples of his company and friends that you started to feel sick....read "Contagious" by Jonah Berger instead.
If you know the basics of online marketing, this isn't for you..The author takes all the time in the world to make a single point.. He has added so many irrelevant examples of his company and friends that you started to feel sick....read "Contagious" by Jonah Berger instead.
November 1, 2019
Really enjoyed this book. It’s the right mix of aspirational and practical — not only showcasing the best of the best but also breaking down lessons for creators at any stage of their journey. I highly recommend it.
January 9, 2023
Très intéressant bien que je crois que certaines infos soient déjà un peu dépassés 4 ans après la sortie du livre. Je resterai attentive pour voir si une nouvelle édition revue et améliorée sort un jour!
January 14, 2020
Great book for anyone that wants to get into social media or simply get better at it. This can easily be ready multiple times or used as a reference guide.
December 9, 2020
Awfully written. No narrative. I copied all the key points on my phone.
April 7, 2021
EXCELENTE
July 17, 2022
It started out string with some great insights then fizzled.
October 30, 2024
Книга від засновника компанії Shareability, яка допомагає брендам створювати якісний та впливовий контент. У світі інформаційних технологій складно привернути увагу. Автор ділиться методами залучення аудиторії у різних соцмережах через сторітелінг у всіх його проявах — відео, текст чи фото. Великий акцент приділяється людським емоціям, звертаючись до яких, вас зможуть почути, якщо правильно зловити «хвилю» та бути креативними.
Чому варто прочитати: можливість поглянути з іншого, креативного боку на процес створення контенту. Аналіз його соціальної важливості та корисності для аудиторії, навіть якщо це реклама.
Чому не варто: мало порад, які можна застосувати на практиці, не маючи великого бюджету на підготовку контенту, його рекламування та тестування на різних майданчиках. Багато самопіару, велика увага роликам на ютуб і поверхнева — іншим соцмережам.
Чому варто прочитати: можливість поглянути з іншого, креативного боку на процес створення контенту. Аналіз його соціальної важливості та корисності для аудиторії, навіть якщо це реклама.
Чому не варто: мало порад, які можна застосувати на практиці, не маючи великого бюджету на підготовку контенту, його рекламування та тестування на різних майданчиках. Багато самопіару, велика увага роликам на ютуб і поверхнева — іншим соцмережам.
August 24, 2019
Extremely insightful & enjoyable!
I came into this book a bit skeptical with so many books out there but the book, true to it's nature, quickly got me.
Tim has a great conversational style which delivers his points in a simple and very encouraging way. You feel like you understand it and can totally go and execute his tips.
I highly recommend this book for anyone in the marketing field and even for anyone working on their own brand.
I came into this book a bit skeptical with so many books out there but the book, true to it's nature, quickly got me.
Tim has a great conversational style which delivers his points in a simple and very encouraging way. You feel like you understand it and can totally go and execute his tips.
I highly recommend this book for anyone in the marketing field and even for anyone working on their own brand.
November 4, 2019
An unparalleled guide to creating sharable content.
Displaying 1 - 23 of 23 reviews