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Launch: How to Quickly Propel Your Business Beyond the Competition

Launch: How to Quickly Propel Your Business Beyond the Competition

Michael A. Stelzner

ISBN: 978-1-118-10278-7

May 2011

272 pages



If you've been let down by the undelivered promises of marketing, this book is for you. Launch reveals a new way to grow your business that involves focusing on the needs of others, giving gifts, working with outsiders, and restraining your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future. If you follow the formula outlined in this book, you can attract countless customers and prospects, resulting in amazing business growth.

This book will show you how to:

  • Create highly sharable content that meets people's needs
  • Identify and work with outside experts, many of whom will gladly promote your content
  • Attract and retain raving fans that will help your business grow
  • Creatively market and sell to people who will gladly purchase your products and services

Launch isn't like other marketing books. Rather than making keen observations about others who’ve achieved success, the ideas and principles in this book were developed, refined, and practiced by the author to great success. Pick up a copy for yourself and one for a friend.



Chapter 1 Rockets Don’t Fly Themselves.

The Problem with Marketing.

The Internet as the Great Paralyzer.

Meet the Enemy: Channel Overload Syndrome.

Do People Really Trust Your Business?

Introducing the Elevation Principle.

Elements of the Elevation Principle.

Why the Formula Works.

Chapter 2 Starting Your Mission Plan.

Establishing Your Clear Vision.

Crafting Measurable Goals.

Setting Your Course Trajectory.

Chapter 3 Finding Inspiration by Looking Outward.

Identifying Role Models.

Leveraging Inspirational Content.

Setting Up an Idea Vault.

Creating a Discovery System.

Why the Outward Focus?

Chapter 4 Leveraging the Power of Other People.

The Power of Other People.

Who Do You Want to Reach?

Developing Profiles for Your Ideal Reader Base.

How to Identify the Problems and Desires of Your Reader Base.

What Problems Are They Facing?

Working with Outside Experts.

Leveraging Fire Starters.

Why Focus on Other People?

Chapter 5 Actively Engaging Other People.

Reciprocity Marketing.

The Importance of Giving Genuine Gifts.

Using Social Proof.

Moving People to Action.

Why Engage?

Chapter 6 Making Content the Fuel of Your Marketing.

Proof That Content Works.

What Makes for Great Content?

Creating an Editorial Guide.

Mapping an Editorial Calendar.

Why Content?

Chapter 7 Creating and Using Primary Fuel.

What Is Primary Fuel?

Comprehensive How-to Articles.

Expert Interviews.


Case Studies.

News Stories.

Contrarian Stories.

Chapter 8 Creating and Using Nuclear Fuel.

What Is Nuclear Fuel?

Reports Based on Surveys.

White Papers.

Top 10 Contests.

Micro Events.

Chapter 9 How to Employ Marketing.

What Does ‘‘Caging Marketing Messages’’ Mean?

How to Employ Marketing Messages.

The Last Word: The Elevation Principle Revisited.

Appendices Primary Fuel Content Samples.

Appendix A: Comprehensive How-to Article.

Appendix B: Expert Interview.

Appendix C: Review.

Appendix D: Case Study.

Appendix E: Contrarian Story.


About the Author.

Discover More About the Elevation Principle.