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5 Questions With Eric Taylor: From Mastering The World Of Marketing To The Superhero Who Changed His Life

By April 23, 2012February 1st, 2018Interviews
5 Questions With Eric Taylor: From Mastering The World Of Marketing To The Superhero Who Changed His Life

Eric Taylor is a speaker, best-selling author, coach, consultant and President of Eric Taylor Consulting.  Eric collaborates with enthusiastic, ethical and forward-thinking CEOs, sales professionals, HR directors, business owners and entrepreneurs in the areas of sales, sales management, leadership, employee motivation and personal development.  By delivering keynotes that are energized, intelligent, relevant and engaging, his audiences become inspired and motivated to reach their full potential.  His latest book in the Mastering the World series, Mastering the World of Marketing (John Wiley & Sons, 2011), is being featured in the April 2012 issue of Entrepreneur magazine.

Interview With Eric Taylor

Question: Mastering the World of Marketing: The Ultimate Training Resource from the Biggest Names in Marketing is part of your Mastering the World book series.  Before we dive into this specific book, can you tell us what inspired you to create the series?

The thought process behind the entire series is to give people an opportunity to gain a wealth of knowledge in a specific genre, whether it’s selling, marketing, employee engagement, leadership, or whatever it might be as we move through the series of books.  Think of it as a desktop reference, where you can get insights into different minds and organizations that are the leaders in any of these genres.

There’s not one way, or one philosophy, or one methodology, or one process for doing anything.  There are many ways to do it, and I wanted to give business professionals an opportunity to learn from people who have been very successful using different strategies.

Question: Mastering the World of Marketing reveals how 50 top marketers generate leads, create brand recognition, and capture new customers. How can this book specifically help small and medium sized business owners?

Eric TaylorThe people from the companies in the book are individuals who work with small and medium sized businesses.  Although some of the featured contributors do work with Fortune 500 companies, they’re not the Madison Avenue agencies that have these unbelievable clients coming to them, like a Nike or a Verizon, that have $1 billion to spend on a marketing campaign.

A lot of the strategies shared in this book are bootstrap, grassroots applications and marketing strategies that small and medium sized business owners can put to use immediately and convert into money.  Some of the folks in this book might talk about a large scale TV campaign or a billboard advertising campaign, and that won’t always be the way to go.  But they also talk about things like email marketing, social media marketing or search, that any business can use.

You want to expose yourself to strategies that are working now and are relevant now.  This book is broken out into small chapters and it’s easy to read, so you can go through and pick up something that could transform your business or your life.

Question: The book is being featured in this month’s issue of Entrepreneur magazine.  What was it like to get that phone call, and what does it mean for you as an author, speaker and business owner?

It obviously brings a higher level of credibility.  It really acknowledges the book, the quality of the content and the contributors.  It means so much that Entrepreneur magazine felt, when they received a copy of the book when it was first released, that they should earmark the book because it would be valuable to the entrepreneur, not just here but globally.  It was exciting.  You send hundreds if not thousands of books out to different channels and publishers that you think might find value in presenting the book to their audiences.  It just validates the fact that we put together something really cool that’s valuable to the marketplace.

Question: What are some of the most common challenges faced by business owners who attend your speaking engagements about marketing and selling, and how do you recommend overcoming those challenges?

Mastering-World-Marketing1They’re really universal challenges – attracting, engaging and converting – finding the most cost-effective way to brand yourself, to get your business top of mind with people so when they’re thinking of the product or service you offer, they’re thinking about you.

Of course, the ultimate is to retain people as clients and create a raving fan who will go out and be an ambassador and fill your pipeline with unsolicited referrals.  That’s what we all want – unsolicited, personal referrals who call and email us all day long.

The biggest mistake is a lack of planning.  You have to create an action plan, what I would call a war board or a strategy board, where you lay out actionable tactics and marketing strategies that you’ll apply on a daily and weekly basis.  Don’t fly by the seat of your pants.  Come up with engagement strategies for social media, relationship marketing, email marketing, or whatever channels you can use to reach your red carpet client.

The main thing is to never quit.  Be consistent.  Keep showing up.  Most salespeople give up after one or two phone calls.  Don’t stop.  Obviously, evaluate what you’re doing, and if it’s not working, change your approach.  But you have to stay in the game if you want to win.

Question: You’ve said that your experience with Christopher Reeve changed your life.  Can you tell us a little bit about that experience?

It’s one of those moments in life that you never forget.  There’s a Superman dog tag that’s offered through the Christopher and Dana Reeve website and I keep it on my keychain.

In a blink of an eye, Christopher Reeve had gone from Superman, a worldwide icon, to a quadriplegic in a wheelchair.  He really considered ending it, until his wife basically said, “You’re still you and I still love you.”  Instead of becoming a victim, he went on a mission and became an ambassador and a leader raising money for spinal cord injuries.

In September 2004, I presented an inspirational seminar called Empower New Jersey at First Energy Park (Lakewood, NJ).  The featured speaker was Christopher Reeve.  When he came out of the dugout in his 600-pound wheelchair and headed towards home plate to face the audience, I watched as if it was in slow motion.

It made me realize that I don’t have anything in my life to complain about.  We moan about a hang nail, headache, a cold or the flu, something that’s really no big deal.  Then you see Christopher Reeve, who can’t even feed himself or do the things that you and I take for granted, coming out to speak to an audience to inspire them.  I could play it back like it happened this morning.

He died 10 days later.  I’m very aware of my blessings, I count them every day, and I thank him for that.

Mastering the World of Marketing is available through AmazonTo find out about Eric Taylor’s keynotes and speaking engagements, visit EricTaylorConsulting.com.

Join the discussion 22 Comments

  • JNorberto says:

    An absolute must-read series for marketing professionals.  I will say this… while I have learned  something new + different each day in my career, there is one thought I will never change/forget “at the end of the day” (my most hated marketing cliche).

    Like Mr. Taylor, I count my blessings each + every day. Of course, I will have a bad day here and there.  But damn, I am one helluva blessed dude and realize that it can be taken away at a moment’s notice.  While some marketing professionals preach their prowess of “strategry”, I will continue to roll up my sleeves, and challenge myself each day… otherwise I will knowingly become irrelevant. That’s not a good goal for Success Factors.

    Scott… thanks for the in-depth/insightful interview.  Keep up the great job!

    • I actually haven’t read these yet but you know after this, they’re right on my reading list! I like your attitude, James, and I can get behind the “rolling up your sleeves” part. Sometimes there are too many talking heads and not enough action items. Thanks for your thoughts, we missed you around these commenting parts!

    • Thank you so much for the encouragement!

      I highly recommend the book as well.  You can read it straight through or cherry pick chapters that apply to what you’re working on that day.  Also, look for videos of Eric’s speaking engagements online.  Equally great content with energy that’s contagious.

      You couldn’t be more right about challenging ourselves every day.  Complacency is the first step towards irrelevance.  Not a good goal for any of us!

  • Hi Carol and thanks for introducing Scott.
     
    It’s so great, always, to hear about someone’s success and recognition for their talent. Congratulations on your success and your help to others.
     
    As Scott mentioned about Christopher Reeves, I totally agree that most people on a regular basis do not fully appreciate what they have and need to be constantly reminded. Or one may get seek and feel… gosh, next time I feel fine,  I’ve got to realize that!  This is the first thing I teach my clients who want to learn more about the law of attraction and looking to attract better things in their lives.
     
    Thanks for this great interview, Carol, and have a great week 🙂

    • Sylviane,

      Thanks for the kind words.  Great point about the law of attraction.  Amazing how that works, right?  I think we all need regular reminders that show us what kinds of things just aren’t worth getting all worked up about.

      Glad you liked the interview!

    • When we’re busy and caught up in day-to-day business we don’t usually take time out to be grateful, but it can really make a difference when we do. if we approach things with the right attitude, we’re much more likely to achieve our goals, and appreciate the path there. Thanks for stopping by and I’m glad you enjoyed the interview.

  • Hi Carol and Scott,

    This book sounds awesome, and I’m going to add it to my wishlist right now.

    What you said about Christopher Reeves is amazing. I remember the news like it was yesterday. I couldn’t believe what happened to him, and to me, he really was Superman.  Now, like you said, we shouldn’t take anything for granted, and just live our lives to the fullest – every single day.

    • Jens,

      Good to hear from a fellow Norwegian – on my mom’s side, so you don’t see it in the last name!

      I have the book and keep it on my desk as a resource for ideas.

      Yes, the fact that he was Superman made it so shocking, but his life after that accident is what made him a real hero.

    • Two Norwegians on my blog!! That must be some special kind of windfall 🙂 I hadn’t read the book but it’s on my list, too. I have a feeling it may even inspire a few more posts. 

  • Hi Scott and Carol, What an inspirational book, filled with positive advice. Very cool that you were featured in Entrepreneur magazine. Your advice about not giving up and never quitting is important for success. You are living proof that your advice works.

    Also very cool that you met Christopher Reeve just before he passed on. You’re right, his challenges make ours look quite small by comparison.

    Thanks so much for sharing this with us, Scott! Thanks to you, Carol, for introducing us to Scott here at your place. 

    • Hi Carolyn,

      I’m glad this interview is eliciting such a strong response, and I appreciate your support!

      We have to give credit where credit is due. Mastering the World of Marketing is Eric Taylor’s book, the advice you’re referring to is Eric’s, and Eric was the one who met Christopher Reeve. Maybe we’ll get into Entrepreneur magazine someday though!

    • Sometimes things like this help you keep things in perspective. There’s always more to life if we look for it. I’m glad you enjoyed the interview. Scott finds some great people and knows how to ask the right questions.

  • Seems like a awesome book.. I look forward to reading it.. I especially lve his story about Christopher Reed absolutely amazing. It does make me think how grateful I am for what I have in life. Thanks for sharing!!

  • Adrienne says:

    I teared up Scott when you told us that about Christopher Reeves.  I just lost a friend to cancer last week who is younger than I am.  I’m always reminded every day of just how very blessed I am and Eric’s story just drove that home as well.

    His book sounds like a great help to small businesses ready and eager to master the world of marketing for sure.  I have no doubt we can all learn something from this.  I bet he is some kind of excited to be featured in Entrepreneur Magazine too.  I would be over the moon.

    Thanks for sharing this with us.

    ~Adrienne

    • Adrienne, I’m so sorry to hear about your friend. Whatever age, it’s hard to lose someone. I agree that it’s so important to be grateful for what we have every day. I know you are, and I know you appreciate people and life to their fullest.

      The story about Christopher Reeve gives me a chill every time I hear it. Realizing what other people go through and overcome and persevere is really an inspiration. 

      I’m sure Eric is grateful for his feature! Sounds like something you could do, too!

    • Hi Adrienne,

      I’m so sorry for your loss.  I just recently had a similar experience and it really does change your outlook in good way, so I can definitely relate.

      Yes, I’ve spoken to Eric a number of times and he was psyched about the feature. I’m sure it’s every author’s dream!

  • I enjoyed this book review. Scott has many useful tools for us to follow.  If the “big boys” can do it so can I is my motto!  Looks like Scott is really helping brand building and marketing strategies that can help with target marketing.
    What I came out with the most from this blog is the way he met Christopher Reeves.  What a wonderful thing to keep in mind.  Reeves was a true Superman because he overcame his obstacles to create help for others. 
    His last line of being aware of his blessings and counting them every day is what I call the key to success.  When we are aware and grateful, we open up to a different energy flow that attracts all that we need.
    Thanks for this lovely post,
    Donna

    • Thanks for your thoughts, Donna. It’s been interesting that the biggest takeaway for everyone so far commenting here has been the Christopher Reeve story. It definitely makes an impact, because it forces us to realize wow, look what he overcame – guess I can deal with life’s little annoyances if he can do that! And i love your positive attitude – and I know you CAN do it! You’re a positive force!

    • Donna, I’m so glad you enjoyed the interview on so many different levels.  Tools exist that level the playing field between the big boys and the rest of us, and Eric’s book provides the knowledge for using a lot of those tools.  I don’t know what else I can say about the Christopher Reeve story.  So powerful.