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Masterful Marketing
A concise yet expansive guide to the marketing strategies that lead to success in the competitive modern landscape.
Masterful Marketing draws upon extensive case studies and research to provide practical guidance that will prove invaluable for any marketer, regardless of their seniority or sector. It focuses particularly on a value-based approach, providing insights that will allow the reader to recognise and effectively target the customers, platforms and approaches that will have the greatest returns.
In today's marketing world, your personal brand, the relationships you build and the expertise you share has the capacity to move you from best kept secret to highly sought expert. This is mainly contingent upon the value-based marketing you create. With this book, readers will gain the combined experience and wisdom of its co-authors Alan Weiss and Lisa Larter. Alan brings his decades of experience as a consultant and entrepreneur to provide practical, motivational guidance, while Lisa brings her expertise as a digital marketer and strategist to provide fascinating research-based insights into marketing strategy.
Social and technological developments have transformed both the nature and impact of marketing. Previously, large sums of money could almost guarantee that a new campaign would be noticed, or that new branding would become iconic. Yet, with the onset of social media and the downturn in traditional media avenues, the primary platforms for marketing have become democratised. While access to such platforms may be easy and often cheap, they are competitive battlegrounds in which a marketer must vie for the customer's attention with any number of distractions or competitors. Only through the value-based approaches outlined in Masterful Marketing will your marketing efforts stand out in this crowd and draw in customers.
Masterful Marketing draws upon extensive case studies and research to provide practical guidance that will prove invaluable for any marketer, regardless of their seniority or sector. It focuses particularly on a value-based approach, providing insights that will allow the reader to recognise and effectively target the customers, platforms and approaches that will have the greatest returns.
In today's marketing world, your personal brand, the relationships you build and the expertise you share has the capacity to move you from best kept secret to highly sought expert. This is mainly contingent upon the value-based marketing you create. With this book, readers will gain the combined experience and wisdom of its co-authors Alan Weiss and Lisa Larter. Alan brings his decades of experience as a consultant and entrepreneur to provide practical, motivational guidance, while Lisa brings her expertise as a digital marketer and strategist to provide fascinating research-based insights into marketing strategy.
Social and technological developments have transformed both the nature and impact of marketing. Previously, large sums of money could almost guarantee that a new campaign would be noticed, or that new branding would become iconic. Yet, with the onset of social media and the downturn in traditional media avenues, the primary platforms for marketing have become democratised. While access to such platforms may be easy and often cheap, they are competitive battlegrounds in which a marketer must vie for the customer's attention with any number of distractions or competitors. Only through the value-based approaches outlined in Masterful Marketing will your marketing efforts stand out in this crowd and draw in customers.
208 pages, Paperback
Published September 20, 2022
35 people are currently reading
33 people want to read
About the author
Alan Weiss
130 books123 followersLibrarian note:
There is more than one author in the GoodReads database with this name
Alan Weiss is an American entrepreneur, author, and public speaker
There is more than one author in the GoodReads database with this name
Alan Weiss is an American entrepreneur, author, and public speaker
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Displaying 1 - 7 of 7 reviews
June 4, 2022
I powered through this book very quickly because it was one of the most relevant and actionable books on marketing that I've read in some time.
Most marketing books that I read are filled with fluff, too much tactification, and they never get to the reality that marketing is meaningless if it doesn't lead to sales at some point. This book was focused on impact, value, and revenue.
An example of the action-orientation of this book, Dr. Weiss and Ms. Larter share the concept of the "body of work" and how each piece of content you create adds to the stack of knowledge that you use to build your brand. I've heard Dr. Weiss mention and reflect upon his body of work over the years, but the concept is really spelled out in this book, helping me gain a better understanding of the concept.
Through this concept, I recognized an opportunity to use LinkedIn more fully by applying a template that the author's share in the book where you talk about a concept you use in. your work with your clients, then you outline a few actions that folks can take to implement this concept in their own work.
The outcome becoming greater engagement and more opportunity.
I tried the idea immediately and noticed an immediate uptick in the impressions and engagement of my posts on LinkedIn. Now, the challenge is to deliver on this idea consistently to see if it is a valid addition to my content creation formula.
If you have a small business or work in professional services, this is a good that can really help you deliver on the promise of 'value-based marketing'.
Most marketing books that I read are filled with fluff, too much tactification, and they never get to the reality that marketing is meaningless if it doesn't lead to sales at some point. This book was focused on impact, value, and revenue.
An example of the action-orientation of this book, Dr. Weiss and Ms. Larter share the concept of the "body of work" and how each piece of content you create adds to the stack of knowledge that you use to build your brand. I've heard Dr. Weiss mention and reflect upon his body of work over the years, but the concept is really spelled out in this book, helping me gain a better understanding of the concept.
Through this concept, I recognized an opportunity to use LinkedIn more fully by applying a template that the author's share in the book where you talk about a concept you use in. your work with your clients, then you outline a few actions that folks can take to implement this concept in their own work.
The outcome becoming greater engagement and more opportunity.
I tried the idea immediately and noticed an immediate uptick in the impressions and engagement of my posts on LinkedIn. Now, the challenge is to deliver on this idea consistently to see if it is a valid addition to my content creation formula.
If you have a small business or work in professional services, this is a good that can really help you deliver on the promise of 'value-based marketing'.
October 14, 2022
I've always been a big fan of Alan's work, being part of Leanne Hughe's Booked Out Community we had the privilege of interviewing him twice. And he was a speaker at the PSASA (Professional speakers association of Southern Africa conference in 2020).
When Alan and Lisa offered a fire-side chat about this book, I found so much value that I ordered it over Takealot.com to South Africa. I really prefer having a hard copy of a book versus an e-book, and I've highlighted so much in the book.
What I've enjoyed and now need to do:
1. I have a to-do list of tasks I can implement to grow my speaking, and training business
(https://Y-Connect.biz)
2. Alan & Lisa joke about each other quite a bit, and really enjoyed the case studies
3. Amazing insights on SEO
4. New strategies that I've never heard of in any other entrepreneurship /social media course I've attended.
5. They practice what they preach. They give real examples of how they've implemented this work
in their own businesses and you can role model their example
6. I really enjoy the add-ons they provide with the book as well and realized, that I'm not in the business of creating meaningful workspaces for teams, but rather...
in the business of marketing.
Because if people don't know about the problems you solve, and you are not educating them
frequently, they won't ever buy from you.
I have in the meantime written 3 more LinkedIn articles focussed on the audience I want to reach. I decided to be a bit more "contrarian" like Alan, and started off using the word: "Don't vomit on your audience", and later changed it to "Don't bleed on your audience".
https://www.linkedin.com/pulse/dont-v...
Best stats for an article to date. I even had people messaging and emailing me about it afterward.
Alan and Lisa inspired me to use my own experiences and tie that to the work that I do, this makes it more real and relatable to clients.
7. What I realized, it's better to have 500 of the right audience, than 5 000 000 of the wrong one.
8. Alan and Lisa made me realize, that perfection is what holds us back. Done is better than perfect, and I have been applying that more in getting marketing out rather than stressing about it endlessly.
When Alan and Lisa offered a fire-side chat about this book, I found so much value that I ordered it over Takealot.com to South Africa. I really prefer having a hard copy of a book versus an e-book, and I've highlighted so much in the book.
What I've enjoyed and now need to do:
1. I have a to-do list of tasks I can implement to grow my speaking, and training business
(https://Y-Connect.biz)
2. Alan & Lisa joke about each other quite a bit, and really enjoyed the case studies
3. Amazing insights on SEO
4. New strategies that I've never heard of in any other entrepreneurship /social media course I've attended.
5. They practice what they preach. They give real examples of how they've implemented this work
in their own businesses and you can role model their example
6. I really enjoy the add-ons they provide with the book as well and realized, that I'm not in the business of creating meaningful workspaces for teams, but rather...
in the business of marketing.
Because if people don't know about the problems you solve, and you are not educating them
frequently, they won't ever buy from you.
I have in the meantime written 3 more LinkedIn articles focussed on the audience I want to reach. I decided to be a bit more "contrarian" like Alan, and started off using the word: "Don't vomit on your audience", and later changed it to "Don't bleed on your audience".
https://www.linkedin.com/pulse/dont-v...
Best stats for an article to date. I even had people messaging and emailing me about it afterward.
Alan and Lisa inspired me to use my own experiences and tie that to the work that I do, this makes it more real and relatable to clients.
7. What I realized, it's better to have 500 of the right audience, than 5 000 000 of the wrong one.
8. Alan and Lisa made me realize, that perfection is what holds us back. Done is better than perfect, and I have been applying that more in getting marketing out rather than stressing about it endlessly.
July 27, 2022
A Masterpiece on Marketing for Solo Consultants
I met Alan Weiss for the first time earlier this year at a workshop he conducted in San Diego. I was very impressed with his direct, no nonsense approach towards conducting a high performing consulting practice. Once I heard about this book, I rushed to purchase it. I could not put it down and read it front to cover in one full day. This book is a model of clarity of the precise action steps a solo (or small group) consultancy should undertake from a marketing perspective. I intend to apply at least a dozen of the suggested approaches in the next 90 days. As Alan and Lisa state, you have to get into the marketing game and keep it up consistently for an extended period of time. Procrastinators and perfectionists need not apply. One quote in the book has seeped into my soul: “No one ever learned to ride a bike by reading a book”. If you read this book you will definitely learn the steps to become a great marketer but how you apply the techniques is totally up to you. I commend Alan and Lisa for a book that I intend to carry around in my briefcase at all times.
I met Alan Weiss for the first time earlier this year at a workshop he conducted in San Diego. I was very impressed with his direct, no nonsense approach towards conducting a high performing consulting practice. Once I heard about this book, I rushed to purchase it. I could not put it down and read it front to cover in one full day. This book is a model of clarity of the precise action steps a solo (or small group) consultancy should undertake from a marketing perspective. I intend to apply at least a dozen of the suggested approaches in the next 90 days. As Alan and Lisa state, you have to get into the marketing game and keep it up consistently for an extended period of time. Procrastinators and perfectionists need not apply. One quote in the book has seeped into my soul: “No one ever learned to ride a bike by reading a book”. If you read this book you will definitely learn the steps to become a great marketer but how you apply the techniques is totally up to you. I commend Alan and Lisa for a book that I intend to carry around in my briefcase at all times.
September 1, 2022
Co-authors Alan Weiss and Lisa Larter provide an excellent guide for creating value-based marketing using their CARE system. The authors teach how to gain client trust using a simple and repeatable CARE process: Create, Attract, Retain, and Expand. The heart of CARE: Create valuable content to attract and retain your ideal clients and expand your community of raving fans by referrals and recommendations.
Weiss and Larter generously share many savvy tips and strategies for masterful marketing. Each Case Study spotlights a real client and how their system solved a client headache. Pay close attention to the wisdom captured in the "Masterful Insights" boxes.
One caution: Be prepared to do the hard work needed to use this system. Weiss and Larter estimate about 50% of readers/listeners/viewers are like pre-historic "sloths" who never actually move to action. Don't become a sloth (slow, lumbering, and extinct!) Be among the 12% who make changes to survive and thrive as Masterful Marketers!
Weiss and Larter generously share many savvy tips and strategies for masterful marketing. Each Case Study spotlights a real client and how their system solved a client headache. Pay close attention to the wisdom captured in the "Masterful Insights" boxes.
One caution: Be prepared to do the hard work needed to use this system. Weiss and Larter estimate about 50% of readers/listeners/viewers are like pre-historic "sloths" who never actually move to action. Don't become a sloth (slow, lumbering, and extinct!) Be among the 12% who make changes to survive and thrive as Masterful Marketers!
December 19, 2022
Masterful Marketing is the book by Alan Weiss and Lisa Larter that is in line with Alan Weiss's work in value-based approach.
I decided to read the book because whenever I read books by Alan Weiss I find new meanings every time I read something from him.
The main thing about this book is that focuses on value-based Marketing for acquiring new clients.
So this is my assessment of the book Masterful Marketing by Alan Weiss and Lisa Larter according to my 8 criteria:
1. Related to practice - 4 stars
2. It prevails important - 4 stars
3. I agree with the read - 5 stars
4. not difficult to read (as for non-English native) - 4 stars
5. Too long (more than 500 pages) - short and concise (150-200 pages) - 4 stars
6. Boring - every sentence is interesting - 4 stars
7. Learning opportunity - 4 stars
8. Dry and uninspired style of writing - Smooth style with humouristic and fun parts - 4 stars
Total 4.125 stars
I decided to read the book because whenever I read books by Alan Weiss I find new meanings every time I read something from him.
The main thing about this book is that focuses on value-based Marketing for acquiring new clients.
So this is my assessment of the book Masterful Marketing by Alan Weiss and Lisa Larter according to my 8 criteria:
1. Related to practice - 4 stars
2. It prevails important - 4 stars
3. I agree with the read - 5 stars
4. not difficult to read (as for non-English native) - 4 stars
5. Too long (more than 500 pages) - short and concise (150-200 pages) - 4 stars
6. Boring - every sentence is interesting - 4 stars
7. Learning opportunity - 4 stars
8. Dry and uninspired style of writing - Smooth style with humouristic and fun parts - 4 stars
Total 4.125 stars
January 10, 2023
As a professional marketer, I want to say this is the best book on marketing I've read in quite some time. I have read other books by Alan Weiss so when I heard Lisa Larter speak about this book I bought it.
This is not a book about how to build a marketing strategy, but rather a book about the strategies behind good marketing. This is a book you'll want to dive into, write in and go back to.
This book could have been titled "Masterful Content" as much of the focus is on developing content, but whatever you call it, this book is a gift to marketers and business owners alike.
This is not a book about how to build a marketing strategy, but rather a book about the strategies behind good marketing. This is a book you'll want to dive into, write in and go back to.
This book could have been titled "Masterful Content" as much of the focus is on developing content, but whatever you call it, this book is a gift to marketers and business owners alike.
August 9, 2025
This is a purely speculative book with no research or citations. The “case studies” are half a page, and random slop. The charts and graphs are incohesive, and not based on any statistics or data. The most poorly written, sloppy grammar, and buzzword filled book i’ve ever picked up to date. The authors should be ashamed that they wrote this, and for your sake, do not use any of the completely bs advice they give in this book.
0/5 - Worst book i’ve read to date
0/5 - Worst book i’ve read to date
Displaying 1 - 7 of 7 reviews