Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit" by Joe Pulizzi and Robert Rose vs Influence: The Psychology of Persuasion" by Robert B. Cialdini
Brief Descriptions
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“Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit” by Joe Pulizzi and Robert Rose
- Description: This book explores how businesses can transform their marketing strategies from cost centers into revenue-generating assets. Pulizzi and Rose discuss innovative approaches to content marketing and how companies can leverage their marketing efforts to drive profitability.
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“Influence: The Psychology of Persuasion” by Robert B. Cialdini
- Description: Cialdini’s classic work on persuasion and influence provides insights into the psychological principles that drive people to say “yes” and how these principles can be applied effectively in marketing and everyday interactions.
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“The Psychology of Persuasion” by Robert B. Cialdini
- Description: This is actually the same as “Influence,” as Cialdini’s book is often referred to by both titles. It delves into key principles of persuasion, including reciprocity, commitment, social proof, authority, liking, and scarcity.
Comparison Table
| Aspect | “Killing Marketing” | “Influence” / “The Psychology of Persuasion” |
|---|---|---|
| Authors | Joe Pulizzi and Robert Rose | Robert B. Cialdini |
| Focus | Transforming marketing from a cost center to a profit center | Understanding and applying principles of persuasion |
| Key Concepts | Content marketing, revenue generation, strategic innovation | Psychological principles of influence and persuasion |
| Target Audience | Business leaders, marketers, and content creators | General readers, marketers, psychologists, and anyone interested in persuasion |
| Approach | Practical business strategies and case studies | Psychological research and real-world examples |
| Main Themes | Innovative marketing strategies, monetizing marketing efforts | Principles of persuasion: reciprocity, commitment, social proof, authority, liking, scarcity |
| Goal | To help businesses improve their marketing ROI | To teach how to influence others effectively |
| Application | Business strategy and marketing | Personal and professional influence |
In summary, while “Killing Marketing” focuses on innovative business strategies for transforming marketing into a profit-driving function, Cialdini’s “Influence” provides foundational psychological insights into the art of persuasion that can be applied in various contexts.
| Aspect | Joe Pulizzi | Robert Rose | Robert B. Cialdini |
|---|---|---|---|
| Background | Expert in content marketing, founder of Content Marketing Institute | Content marketing strategist, co-founder of The Content Advisory | Social psychologist, professor emeritus, expert in influence and persuasion |
| Core Expertise | Content marketing strategies, business transformation | Content marketing, strategic marketing innovation | Psychological principles of influence and persuasion |
| Thinking Approach | Focuses on practical strategies and frameworks for transforming marketing into a profit center | Emphasizes innovative and strategic approaches to content marketing | Uses psychological research to explain how and why people are influenced |
| View on Marketing | Marketing should be viewed as a revenue-generating asset rather than a cost | Marketing should be strategic and content-driven, focusing on value creation | Marketing and influence should be grounded in understanding human psychology |
| Key Contributions | Developing the concept of content marketing as a business model | Advancing the understanding of content strategy and business growth | Introducing and popularizing the principles of persuasion and their applications |
| Impact on the Field | Influential in shaping modern content marketing practices and strategies | Contributed significantly to strategic content marketing and its role in business growth | Fundamentally changed how marketers and others understand and apply the principles of influence |
Deep Thinking Comparison
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Joe Pulizzi: Pulizzi’s thinking is centered on the idea that content marketing can be a powerful tool for transforming traditional marketing practices into revenue-generating activities. His approach is pragmatic, focusing on actionable strategies that businesses can implement to achieve financial success through content.
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Robert Rose: Rose shares a similar focus on content marketing but emphasizes the strategic innovation needed to stay ahead in the competitive landscape. His approach is more about the broader strategy and vision behind content marketing rather than just tactical execution.
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Robert B. Cialdini: Cialdini’s thinking delves into the psychological mechanisms behind why people comply with requests and how influence works at a cognitive level. His research-based approach provides a deep understanding of human behavior that can be applied across various fields, including marketing, sales, and personal interactions.
In essence, Pulizzi and Rose focus on practical applications and strategic innovations in marketing, while Cialdini offers a deep psychological perspective on the nature of persuasion and influence.
| Book | Conclusion |
|---|---|
| “Killing Marketing” by Joe Pulizzi and Robert Rose | Transforming marketing from a cost center into a profit center requires innovative strategies and a focus on content as a business asset. Businesses can drive revenue by adopting a strategic, content-driven approach. |
| “Influence: The Psychology of Persuasion” by Robert B. Cialdini | Understanding and applying psychological principles of persuasion—such as reciprocity, social proof, and scarcity—can significantly enhance one’s ability to influence others effectively in various contexts. |
| “The Psychology of Persuasion” by Robert B. Cialdini | (Identical to “Influence”) Applying psychological insights into how people are persuaded allows for more effective communication and influence strategies in personal and professional settings. |
In summary:
- Pulizzi and Rose advocate for leveraging content marketing as a powerful tool for generating revenue and driving business growth.
- Cialdini provides a deep psychological understanding of how persuasion works, offering strategies for effective influence.
