{"product_id":"9781101572436","title":"The Impact Equation: Are You Making Things Happen or Just Making Noise?","description":"\u003cb\u003e“Anyone can write a blog post, but not everyone can get it liked thirty-five thousand times, and not everyone can get seventy-five thousand subscribers. But the reason we’ve done these things isn’t because we’re special. It’s because we tried and failed, the same way you learn to ride a bike. We tried again and again, and now we have an idea how to get from point A to point B faster because of it.”\u003c\/b\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThree short years ago, when Chris Brogan and Julien Smith wrote their bestseller, \u003ci\u003eTrust Agents\u003c\/i\u003e, being interesting and human on the Web was enough to build a significant audience. But now, everybody has a platform. The problem is that most of them are just making noise.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eThe Impact Equation\u003c\/i\u003e, Brogan and Smith show that to make people truly care about what you have to say, you need more than just a good idea, trust among your audience, or a certain number of fol­lowers. You need a potent mix of all of the above and more.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eUse the Impact Equation to figure out what you’re doing right and wrong. Apply it to a blog, a tweet, a video, or a mainstream-media advertising cam­paign. Use it to explain why a feature in a national newspaper that reaches millions might have less impact than a blog post that reaches a thousand passionate subscribers.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eConsider the phenomenally successful British singer Adele. For most musicians, onstage banter basically consists of yelling “Hello, Cleveland!” But Adele connects with her audience, pausing between songs to discuss a falling-out with her friends, or the drama of a break up. Each of these moments comes off as if she were talking directly with you, and you can easily relate. Adele has Impact.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eAs the traditional channels for marketing, selling, and influencing disappear and more people inter­act mainly online, the very nature of attention is changing. \u003ci\u003eThe Impact Equation \u003c\/i\u003ewill give you the tools and metrics that guarantee your message will be heard.\u003c\/p\u003e","brand":"Penguin Publishing Group","offers":[{"title":"Default Title","offer_id":47133282468080,"sku":"9781101572436","price":5.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781101572436_p0.jpg?v=1763758810","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781101572436","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}