Marketing Like a Maven w/ Allen Gannett

The Eric Koester Creator Institute

How did you market your book?

According to Allen Gannett, he basically didn't. Allen realized that today most people don't *really* respond to marketing. Sure, it's helped people recognize him, trust him and see him as credible. But when it came to actually selling copies of his book... well, as he admits in our conversation, that was all about creating one-on-one relationships with the thousands of people who'd eventually go on to buy his book.

Many of us wrongly believe that posting on social media or doing advertising will get people to act. However, research has proven time and time again that while these sorts of actions can make us more likely to purchase or engage, there isn't anything quite like the human touch to drive action. And as Allen shares throughout this unique and engaging episode recorded the week of his book launch, a marketing maven who runs one of the largest social media analytics companies, recognized that our ability to connect with humans is rarely one to many... but one on one.

Allen is the founder and CEO of Track Maven which was acquired in 2018 and the author of the critically acclaimed book the Creative Curve. Plus he's a friend I'm proud to have had many rounds of breakfasts with in the startup ecosystem.