All companies, of whatever size, have five promise-keeping resources: their people, processes, products, policies, and procedures
Jamestown, RI (PRWEB) April 5, 2005
We all buy business books hoping to learn something and to improve what we are doing. We have every intention of reading the books we buy. But so many business books are so dry and tedious that they end up unfinished, collecting dust in our "when I have time" pile.
When Dianna Huff, a professional marketing writer, bought "Rivers of Revenue," she didn't expect anything different. It could easily have been "another dull business book, full of the dry prose that puts one to sleep after three pages," Huff says. Instead, she said the book "grabbed my interest immediately. Reading gave me the goose bumps. I finished the book in two days."
David Jackson, a remodeler in Kentucky, had a similar reaction to "Rivers of Revenue." "I devoured your book like a Thanksgiving dinner," he wrote in an email to the author. "Swelled and content from the meal of information, I slept easily. Already today I have returned to it, snacking on paragraphs, phrases, and examples. I will continue to do so for quite some time."
"Written in a conversational style, like that of a patient and supportive friend, 'Rivers of Revenue' reads more like a blog posting series than a business book," writes Wayne Hurlbert in his blog (http://blogbusinessworld.blogspot.com).
Why is Rivers of Revenue so readable? Perhaps itÂs the scene-setting fable at the beginning, a short tale about three families living on--and harvesting money from--the "River of Revenue." One day their river dries up. What they do next is an interesting look into the three most common reactions to market upheaval: depression, denial, and discovery. Obviously, the first two reactions only compound the problem, whereas the third reaction leads to a solution.
The 30-page fable provides a framework for the rest of the 336-page book, which contains specific, step-by-step advice. It's this main section of the book, filled with hard-earned wisdom and real-world examples, that separates "Rivers of Revenue" from the others. These informative chapters are written in a conversational, easily absorbed style.
This is exactly what the author, Kristin Zhivago had in mind. "Most of the communication in today's world is informal and conversational," says Zhivago. "Sure, the book contains 35-plus years of hard-earned experience. But my goal wasn't to impress the reader with my knowledge or to bore them with self-importance. The goal was to create a series of proven success concepts that were easy to absorb, and, even more importantly, easy to implement. I've been gratified by the feedback I've gotten from readers--entrepreneurs, small business owners, and CEOs."
The book is designed to help company leaders actually implement customer-centric marketing and selling methods, and to make sure their companies keep the promises they make with their marketing messages. ZhivagoÂs branding concept--that "your brand is the promise that you keep, not the one you make," has been quoted many times in magazines and books. It is explained in detail in "Rivers of Revenue" using familiar examples.
"All companies, of whatever size, have five promise-keeping resources: their people, processes, products, policies, and procedures," Zhivago contends. "The head of the company is in control of these resources, which means he or she is also in control of the company's brand."
Sounds like common sense, conveyed in a conversational way. "That's the whole idea," says Zhivago. "If something makes sense, and it's presented to us in the same way a friend would talk about it, we're more likely to absorb it, own it, and execute it."
Dianna Huff, the marketing writer, agrees. "What I loved about the book is that it very clearly states what is obviously a 'duh' ideaÂ'No customers = no revenue.' Make your customers happy, and you'll have a steady revenue stream. Well, duh. Yet, as we all know, many companies don't care if their customers are happy, which is why I'm flying on Southwest, instead of United, to a client meeting tomorrow. It's also why I'm now looking very closely at my own business, because now I know I can do some things better."
The book's author, revenue generation coach Kristin Zhivago, is known as an expert on customer behavior. For 35 years, Zhivago has been helping company owners increase their revenues in the world's toughest, fastest-moving markets. As a monthly columnist and contributor to business publications since 1985, she has authored hundreds of articles and is a worldwide speaker on the subject of successful and ethical revenue generation. She founded Zhivago Marketing Partners, Inc. in Silicon Valley in 1979, and moved to a waterfront location in Rhode Island in 1996. She is the editor of the Revenue Journal, a blog for CEOs and small business owners (http://www.revenuejournal.com).
With a five-star review rating on Amazon.com, Rivers of Revenue is published by SmokinÂ Donut Books and is currently available at http://www.RiversOfRevenueBook.com and Amazon.com. The hardcover book retails for $24.95 and is 336 pages. ISBN #0974917915. For more information or to schedule an interview with Kristin Zhivago, contact SmokinÂ Donut Books at 877-474-8738 or firstname.lastname@example.org.