Having worked as a channel marketer for several top-tier companies such as Nortel and iContact over the years – Taylor started noticing a lot of common trends across all industries.
“Customers today want more than a product,” says Taylor. “They need an experience or a personal tie to a product and companies need to bigger than what they’re selling to build meaningful, lasting customer relationships.”
Taylor highlights exactly what he means in his new book Bigger than the Widget, available on Lulu.com. And he has even taken his own advice in marketing his work by attaching it to a recognized brand and a good cause: The V Foundation for Cancer Research. All proceeds from Taylor’s book will be donated to the organization.
“If you want to have any success, if you truly want your product or service to be bigger and do bigger things, you have to be aware of the present trends and work to create an emotional connection with your customers,” says Taylor. “My family has been touched by cancer and the V Foundation was the most logical choice to associate with my book.”
When coming up with the idea of his book, Taylor was surprised by how many people tried to tell him it wouldn’t work. But Jeff knew what his true motivation was: this book was for his grandfather and he couldn’t be stopped. He even considered going the traditional route first but couldn’t ignore the speed and customization self-publishing offers authors.
“The world of publishing is changing very quickly,” says Taylor. “Companies like Lulu are so clearly the gatekeepers of the this new era of publishing. I was honestly shocked at how easy it was to get to the right people and get my work done – even when it came to approaching organizations for sponsorships. People are willing to help, you just have to know how to position yourself and be committed to your ideas. Then, you can accomplish anything.”
For more great marketing tips from a true professional, be sure to pick up a copy Bigger than the Widget by Jeff Taylor on Lulu.com and help support important cancer research today.