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    Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results
    Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results
    Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results
    Audiobook6 hours

    Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results

    Written by Bob Garfield and Doug Levy

    Narrated by Lee Han

    5/5

    ()

    About this audiobook

    Today's brands face an apparent choice between two evils: continue betting on their increasingly ineffective advertising or put blind faith in the supposedly mystical power of social media, where “likes” stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way . . .

    As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world, where people have become desensitized-even disillusioned-by ad campaigns and marketing slogans, that maxim needs an update: Money can't even buy you like.

    That's because we've entered the “Relationship Era,” where the only path for businesses seeking long-term success is to create authentic customer relationships. Not through hip social media promo­tions, viral videos or blizzards of micro-targeted online ads. Those tactics, which simply disguise old ways of thinking with new technology, just don't work in the long run.

    So what does work in this bewildering new era? Honesty. Transparency. Shared values. A purpose beyond profit. Sure you still need a high-quality product or service to offer, but that's not enough. Now that people can easily discover everything that's ever been said about your brand, you can't manipulate, seduce, persuade, flatter or entertain them into loyalty. You have to treat them like flesh-and-blood human beings, not abstract consumers or data points on a spreadsheet.

    It may sound like the woo-woo language of self-help books and inspirational wall posters. But as Garfield and Levy show in this audiobook, it's the deadly serious reality of business in the 2010s. It's why General Motors abandoned its $10 million annual budget for Facebook ads, and why some brands have hurt themselves badly on social media by nagging, interrupting, abusing and generally ticking off their customers.

    Blending powerful new research, fascinating examples and practical advice, Garfield and Levy show how any company can thrive in the Relationship Era.
    LanguageEnglish
    PublisherAscent Audio
    Release dateApr 9, 2013
    ISBN9781469025537
    Can't Buy Me Like: How Authentic Customer Connections Drive Superior Results
    Author

    Bob Garfield

    Bob Garfield is a columnist, broadcast personality, and author. He is co-host of On the Media, a Peabody Award–winning weekly news magazine produced by WNYC and distributed by NPR. He is also co-host of the insanely popular Slate podcast Lexicon Valley, a weekly conversation about language. An inveterate journalist, he is a columnist for both MediaPost and the Guardian and the author of three previous nonfiction books. Another book, yet untitled, will be published in January 2013 by Penguin Portfolio. Garfield has also written for such diverse publications as the Washington Post, the New York Times, The Atlantic, Wired, Sports Illustrated, and Playboy. He lives in suburban Washington, D.C., with his film-producer wife, Milena Trobozic Garfield, and youngest daughter. He can barely locate Brooklyn on a map.

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