Use Content to Unleash Your Influence and Engage Those Who Matter to You

John Hall

CEO of Award-Winning Content Marketing Agency Influence & Co. and Must-See Keynote Speaker

“An absolute must-read for any professional or company seeking to build influence and lead their industry” - Forbes

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About “Top of Mind”

Every day, potential opportunities are all around you — you just have to increase the likelihood that these opportunities will come to you.

If you create meaningful relationships in your professional life with customers, partners, and industry influencers and in your personal life with family and friends, you can position yourself to stay top of mind with all of them. And staying top of mind with those who matter to you will help you not only create more opportunities, but also become a better, happier person.

In this business book, John Hall explains how consumer needs and expectations have changed and what this shift means for those interested in building a long-lasting, trustworthy, and influential brand. From building strong, transparent relationships by helping others to amplifying your message through content, John discusses what it truly takes to build trust, earn space at the top of your audience’s minds, and create opportunity for your company.

“Top of Mind” will be available at all the retailers listed above on or before April 28, 2017, from McGraw-Hill.

Who Is This Book For?

Whether you’re a business executive humanizing your company brand, a marketing leader engaging potential customers, a VP of sales bringing in new business for a growing company, a director of HR recruiting the best talent in the industry, or even an up-and-comer in your industry seeking to build influence with decision makers, there’s something in “Top of Mind” for you.

That’s because there’s one thing about success in business, and in life, that will simply never change: human relationships. Regardless of the sharp turns the business world takes or the impact of new technology on how we operate, people — and how you relate to them — will always be important.

In this leadership book, John Hall presents a framework for building powerful, lasting relationships built on trust and scaled with effective content marketing. If you’re looking to influence an audience, build authority in your space, and create opportunity for yourself and your company, this book is for you.

About the Author

John is the CEO and co-founder of Influence & Co., a tech-enabled content marketing agency that helps brands and individuals extract and leverage their expertise to create, publish, and distribute content to gain influence, visibility, and credibility with their key audiences.

In 2016, John was a recipient of the EY Entrepreneur of the Year Award for Best Emerging Company and was recognized as one of the Business Journals’ Top 100 Visionaries. Influence & Co. was ranked No. 239 on the Inc. 500 and No. 72 on Forbes’ list of the Most Promising Companies in America in 2014. Influence & Co. was also recognized at the United Nations for being Empact’s Best Marketing and Advertising Company of 2014.

John has been called “one of the most powerful people in media who you’ve never met” by Inc. and a “must-see keynote speaker” by Forbes. He is consistently mentioned in major publications as a top influencer, leader, and speaker. John writes weekly columns for Forbes and Inc. and has contributed to more than 50 online publications, including Harvard Business Review, Entrepreneur, Fast Company, and Mashable.

Foreword

Joe Pulizzi

Founder, Content Marketing Institute
Author of Four Bestselling Business Books, Including “Content Inc.” and “Epic Content Marketing”

One of my business heroes is Professor Don Schultz of Northwestern University. I was introduced to Don’s work when I first began my career in the publishing industry nearly 20 years ago. When most marketers and thought leaders were talking about the “4 P’s” as critical to marketing, Don was talking about one thing: communication as differentiation.

Professor Schultz — known today as the father of integrated marketing — said that our competitors can copy everything we do as an organization. They can copy our products, our services, our processes. The only thing they can’t copy is how we communicate.

Just think about that for a second. In my journeys, the majority of enterprises I meet with are focusing on everything BUT their communications. In this age of massive technological change when artificial intelligence and instant communication are becoming the norm, those few companies that communicate valuable, consistent information in an authentic manner win. It really is that simple.

Sure, I love to read books about automation and new ways to segment and target an audience, but if it doesn’t lead to a behavior change in that audience, it’s all for nothing. This is the exact reason why you need to take this book and hold it tight against you (I’m not kidding).

So before you crack this baby open and change your stars, consider these questions:

  •  Am I delivering real value to my customers every day outside the products and services that I offer?
  •  Do I understand the real needs and pain points of my customers and prospects?
  •  If my customers were having a significant problem, would they think of and contact me first?
  •  Do my customers like and trust me?

If you answered “yes” to these questions, the book you are holding will be a refresher. But in my experience, less than 1 percent of all companies can answer these questions in the affirmative.

Take all the other marketing BS away, and these are the questions that really matter. Make getting to “yes” on these questions a priority.

How are you delivering real, tangible value to your customers in how you communicate? That’s what matters…now, and fifty years from now.

Just remember: People don’t care about your products and services; they care about their needs. If you can’t have a conversation with them about their pain points, you’ll never get them to consistently buy from you.

Start that conversation today by diving into this book. I promise you it will change your stars forever.

Praise

Eric Hellweg

Managing Director of Harvard Business Review

“John’s got his finger on something here — something important. Anyone interested in communicating effectively through content would do well to embrace the audience-centric approach outlined in ‘Top of Mind.’”

Jeff Hoffman

Co-founder of Priceline and ColorJar

“‘Top of Mind’ is a critical and powerful tool in catapulting yourself into relevance in a noisy, competitive world. Get it now, and leverage your content like never before.”

Evan Greene

CMO of The Recording Academy (The GRAMMYs)

“With this, John breaks down the last barriers between executives and content marketing. We accept that business is about relationships, and it’s time we embrace the fact that the right content at the right time can make those relationships (and your company) stronger.”

Ann Handley

Chief Content Officer of MarketingProfs and author of “Everybody Writes: Your Go‑To Guide to Creating Ridiculously Good Content”

“John Hall says that success ultimately comes down to creating meaningful relationships — in business and in life. I couldn’t agree more. Buy this book to get his prescription for just how exactly to do it.”

Jay Baer

President of Convince & Convert and author of “Hug Your Haters”

“This is the playbook for how to make yourself memorable online. ‘Top of Mind’ is useful, practical, and vital. Highly recommended!”

Dorie Clark

Adjunct Professor at Duke University’s Fuqua School of Business and author of “Reinventing You” and “Stand Out”

“Potential customers can’t do business with you if they don’t even know who you are. John Hall’s essential new book shows you how to powerfully connect with your audience, even in today’s crowded marketplace, so the right business opportunities come to you.”

Michael Brenner

Speaker, author, and CEO of Marketing Insider Group

“‘Top of Mind’ is a must-read book for any business professional who wants to understand how to break through the noisy and competitive landscape of today’s digital, social, and mobile world. As an innovative and successful entrepreneur, John Hall shows us how anyone in any type of business can use his existing knowledge and expertise to become top of mind, reach potential customers, and grow his business.”

Gina McDuffe

CMO of VER

“I am a longtime admirer of John’s knack for connecting people in meaningful—sometimes life- and career-changing—ways. The idea of ‘shifting from self to the people who matter’ is something he practices personally and professionally, so all ideas in the book are authentic and tested. ’Top of Mind’ contains John’s simple, yet powerful, secret to success. Readers will be grateful he shared it!”

Andrew M. Davis

Bestselling author and internationally acclaimed keynote speaker

“Here it is, a business guide to engineering serendipity! ‘Top of Mind’ is a relationship guide for a digital age. Whether you’re building a business or accelerating your career, John Hall’s clever concept and smart insight will transform the way you communicate. Move over, Mr. Carnegie, ‘Top of Mind’ teaches anyone how to win friends and influence people — at massive scale.”

Special Orders

If the order you place comes with an in-person engagement or you place a smaller book order and also book John for a speaking engagement or in-person event, John will sign your copies of “Top of Mind” as a special bonus. To claim your offer for “Top of Mind” Junior or above, email a copy of your receipt to topofmindhelp@gmail.com.

“Top of Mind” Student (20 percent discount)
Receive one copy of “Top of Mind”
“Top of Mind” Junior (20 percent discount)
Receive 10 copies of “Top of Mind,” plus a free workbook to get started
“Top of Mind” Novice (30 percent discount)
Receive 25 copies of “Top of Mind,” plus a 30-minute phone call with John
“Top of Mind” Pro (30 percent discount)
Receive 50 copies of “Top of Mind,” plus a one-hour phone call with John
“Top of Mind” Master (35 percent discount)
Receive 100 copies of “Top of Mind,” plus a personalized one-hour webinar with you and your group
“Top of Mind” Guru (35 percent discount)
Receive 250 copies of “Top of Mind,” plus lunch or dinner with John in your major city
“Top of Mind” Superstar (37 percent discount)
Receive 500 copies of “Top of Mind,” plus an in-person speaking engagement with John
“Top of Mind” Legend (37 percent discount)
Receive 1,000 copies of “Top of Mind,” plus a custom keynote presentation and full day of John’s time
“Top of Mind” Jedi (37 percent discount)
At this point, there aren’t many things John wouldn’t do to help you out. Just ask, and as long as it’s possible, the answer will probably be “yes.”

These extras are flexible, so feel free to come up with your own suggestion for a reward to go with your purchase at the Superstar level and beyond. John is thankful for everyone who spreads the message in “Top of Mind,” and he’s happy to do what he can to connect you to rewards you value. Just email topofmindhelp@gmail.com and to coordinate your special offer.