I just finished reading a great book entitled It’s Not About You, It’s About Bacon by Brian Basilico. Brian is a good friend of mine, and when I heard the title of his book I thought, “What is up with the bacon reference?” I knew I had to read this one, not only because it was written by a friend or because I love bacon, but because it is about relationship marketing, a subject I must admit not knowing enough about. I don’t think I’m alone in feeling a bit overwhelmed by all the new marketing terms and things that are necessary to bring new business to your door… did I really understand the difference between online marketing, social networking, and relationship marketing (to name just a few)?
One thing I immediately found refreshing is that this is not a “How-To Book” but instead a book about “Why.” I find that I am able to grasp a subject much easier when I know why I must do something instead of just following steps blindly. Don’t let this fool you, though. I still found a ton of useful “How-To” information scattered throughout that helped me tremendously. I confess at one point to skipping to the back of the book to the part on using Twitter. It is an inside joke on our marketing team that I have a complete block when it comes to Twitter and how to use it, or maybe even more of a problem is how to use the lingo properly… again, am I alone? I hope not!
So are you hanging on my every word wondering when I will tell you what is up with bacon in the title It’s Not About You, It’s About Bacon? Well, “bacon” is whatever connects me to the people in business that I want to build a relationship with. How are we alike, what do we have in common? Is that connection a hobby, a business interest, or maybe a love for bacon? Relationship Marketing really is about relationships and treating people like people, and not just a lead in your CRM account.
Just as web to print technology has dramatically changed the way we sell printing, receive orders and process jobs, technology has also changed the way we interact with people in business, our relationships with our co-workers, and even our personal lives for that matter. It is no wonder that Facebook, LinkedIn and Twitter have become so popular—we need relationships and want to be connected to others. I know this is true for myself and probably the reason none of my web to print software sales demos went quickly (long demos at Aleyant are now referred to as a “Terri Demo”).
This book also helped me to see the importance of building a relationship based on trust. There really are so many great points Brian makes about what happens when that trust is established through tested and proven techniques, whether it is some good old fashioned face-to-face time, or using the available social networking tools. This may not be a book about the web to print industry specifically, but it is information that can help us all to market ourselves and our products better.
I think I read this book at the perfect time. I’m all geared up now for 2014 and will resolve to incorporate true relationship marketing in more of my business practices. With the help of It’s Not About You, It’s About Bacon, I think this is one resolution I can keep!
Vice President of Client Services
ABOUT BRIAN BASILICO
Brian Basilico is a nationally recognized speaker, author, trainer and adjunct professor. He brings over 30 years of marketing experience to his award-winning internet marketing company, B2b Interactive Marketing, Inc.
Brian is a syndicated blogger, and has been featured as a guest expert in Entrepreneur and Inc. magazines, as well as various news articles, radio shows and podcasts.