Excerpted from How to Get a Meeting with Anyone by Stu Heinecke.
Face it; we’d all like this artwork hanging on the wall of our office. Maybe with our name attached. This type of recognition is most often thought of in terms of the sales manager, but not very often in terms of the CMO. And yet I ask you, who creates more revenue for the company than the CMO? The same could be said for every marketing title in the company. Marketers are the creators of wealth, but they seldom get credit for their wily attitude, cunning planning, shrewdness, and creative positioning of the company and its products.
This cartoon is one of many that appears in Stu Heinecke's new book, "How to Get a Meeting with Anyone."
Why Its Important:
"The CMO creates more revenue for a company than
any other single employee!"
Available for pre-order from Amazon.
In How to Get a Meeting with Anyone, Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he’s developed after years of experience and from studying the secrets of others who’ve had similar breakthrough results—results that other marketers considered impossible, with response rates as high as 100 percent.
Through real-life success stories, Heinecke lays out 20 categories of Contact Campaigns that anyone can research and execute. Tactics range from running a contact letter as a full-page ad in The Wall Street Journal to unorthodox uses of the phone, social media, email, and snail mail to using personalized cartoons to make connections. He also packs in plenty of tips on how to determine your targets, develop pitches, and gain allies in your contact’s circle of influence.
Stu has been the SLMA's Humor Relations Contributor for three years.