Launch: The Proof Is In The Fuel

Sometimes it’s hard when you’re reading a book to visualize how exactly to put it into action. This is far from the case with Launch by Michael Stelzner… however here’s my review and a short case study showing how Idea Girl Media and More In Media collaborated on an event putting the book into action!

Keri Jaehnig of Idea Girl Media reviews Michael Stelzner's book, Launch: How To Quickly Propel Your Business Beyond The Competition

Original Image Credits: nationalgeographic.com & socialmediaexaminer.com

How do you quickly propel your business beyond the competition?

Everyone wants to know that answer… We’ve all been running breathlessly around the earth trying every technique or “latest new thing,” in hopes that we’d race ahead in an amazing business marathon and cross the finish line first! NEWS: It isn’t about the latest new thing, or running enterprising marathons. It’s about rocket ships, and the type of fuel it takes to launch into outer space. The best part? YOU get to be an astronaut! 🙂 Well, you don’t get to actually fly to the moon. But you do get to navigate your own spaceship, so to speak. Stay with me…

The Elevation Principle

It has been my privilege to learn from Michael Stelzner and staff at Social Media Examiner over the past few years. I have attended all of their success summits since 2010, and I have found great value in what they publish and present. Social Media Examiner is one of the top 1200 websites in America, and it is certainly a leader in social media and marketing! When I had the opportunity to hear Mike talk about his Elevation Principle, I was intrigued by the concept: “The process of meeting the core desires of prospects and customers by helping them solve their basic problems at no cost.” So cleverly parallel to today’s economic, technical, and social landscapes! But really, the Elevation Principle is timeless. Mike suggests that building trust by helping people and involving others will lift people up, and in turn, lift you up. This process develops relationships, and hopefully brings long-lasting benefits to the business.

Some New Math

Here’s the Elevation Principle Formula:

GC + OP – MM = G

{Great Content + Other People – Marketing Messages = Growth} What – No marketing messages?? Pretty much!

This graphic will humanize it for you:

Keri Jaehnig of Idea Girl Media shares Irma Zimmerman's graphic of Mike Stelzner's Elevation Principle outlined in the book, Launch.

Image Credit: Irma Zimmerman of Tell IT Media

The translation in Stelzner’s words:

“Once the marketing messages are caged, the focus of your company shifts from ‘What can we sell you,’ to ‘How can we help you?'” So… By purposely creating quality content, a community is created – free of salesy jargon – where people go for help. Importantly, you own that space where they feel comfortable. Plus, as you share your ideas, you build credibility and authority in your niche, and people that need help are naturally attracted to you and your business. The good news: Forget having to sell — you can now relate with the people you’ve attracted!

Fueling Your Fire

In the book, “Launch: How To Quickly Propel Your Business Beyond The Competition,” Michael Stelzner classifies content into two types:

1) Primary Fuel

How-to articles.
Expert Interviews.
Reviews.
Case studies.
News stories.
Contrarian stories.

Easiest to produce, what you’ll need more of, and what makes your business move.

2) Nuclear Fuel

Reports based on surveys.
Top 10 contests.
White papers.
Micro events.

More difficult to produce, less abundant, but highly powerful. The “super juice.” This is what sets you apart from your competition. So, back to our rocket ship analogy… Primary fuel keeps the vessel going, but nuclear fuel is what propels your inner-astronaut as far as you want to go! Those are just some of the points from the first chapter of, “Launch.” If those are the only details you take away, it’s a good book! Mike also covers:

Starting your mission plan.
Engaging other people.
Owner Ollie & Marketer Mary.
Firestarters.
Several examples of successful astronauts like yourself.
Should you give away your secrets?
And more!

I’ve tested the Elevation Principle, and it works! Many others have written reviews conveying, “Launch,” is a great book. So, I could give you yet another review saying much the same thing, or I could suit up and give you some first-hand astronaut feedback…

A Nuclear Fuel Cocktail

Keri Jaehnig reviews Michael Stelzner's book, "Launch," discussing nuclear fuel which propels businesses ahead of their competition

Nuclear fuel is special content that attracts many people and quickly grows your business.

I have been producing primary fuel for awhile. But I had not really produced any nuclear fuel for my own business. So, I collaborated with Dorien Morin-van Dam of More In Media on a project – The Pre-Holiday Facebook: Game Of Like – to shake things up. This was an endeavor meant to help small business owners and nonprofit stakeholders learn how to improve their Facebook presence and even grow their business or entity. It wasn’t merely about collecting Facebook Page “likes.” It was about learning what makes a Facebook Page successful, and qualities that lead to fan engagement. We created a virtual petri dish, if you will. Dorien and I led by example. But to give incentive to learn, we had to provide opportunity to win. So, we designed seven Like Achievements as challenges to encourage more learning and competitive spirit. The most points could be earned by purchasing and reading, “Launch,” posting on the book’s Facebook wall, and posting an honest review on Amazon. Three parts. This was not a required challenge – but elective, and the most time consuming. We were not sure who would do what… Very interesting to watch, several event participants chose to read the book! Immediately they were excited, and we were even seeing pictures of people reading the book posted to Facebook profiles. This prompted them to post on the Launch Facebook page…Dorien and I couldn’t keep up! There was genuine interest in Launch and the Elevation Principle. In short, our new friends were lovin’ it! A small handful indeed posted positive reviews for the book. A few even blogged about their experience and findings. Now that we’ve had a number of weeks to observe those that read the book, they are making great strides and growing their businesses. They are creating their own content, and quickly becoming sources of credible information in their niches.

The Proof Is In The Fuel

So, don’t just take another social media professional’s word for it. Consider the ten business owners that couldn’t put the book down and continue to thrive! Taking a quote from the book: “You get the best out of others when you give the best of yourself.” ~Harvey S. Firestone Mike has certainly given the best of himself by writing the book and offering his wisdom. My friend, Kittie Walker of Indigo Girl, who played the Game Of Like, says this: “I would highly recommend that you read Michael A. Stelzner’s, ‘Launch: How to Quickly Propel your Business Beyond the Competition’ but I think it would be even more powerful if read alongside Guy Kawasaki’s ‘Enchantment: The Art of Changing Hearts Minds and Actions.'”

A Launch Facebook Fan had this to say: “I’m halfway through your book and it has changed the way I will help my clients from here on out. It makes so much sense. Stop marketing and start educating.”

Words From An Astronaut

As someone that has produced primary AND nuclear fuel for my own business, I have this to say:

RUN, DON’T WALK to your local bookseller and purchase or special order, “Launch: How To Quickly Propel Your Business Beyond The Competition,“ By Michael Stelzner. Or, try Amazon.com.

The book is perfect for any business owner as:

A thank you gift.
A stocking stuffer.
A gesture of congratulations.
A welcome to community
Just because.

There is something in it for every business professional. Those working in social media training should be using, “Launch,” in their curriculum.

I agree with Kittie — I highly recommend the book. But I disagree with her pairing. To stay relevant to today’s social space, I’d also add Mari Smith’s, “The New Relationship Marketing,” to bring current and relevant key concepts together for a KILLER trilogy.

What do you think?

Ready to launch your business beyond the competition?

37 Replies

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By Zinedine on 7th March, 2012

Being helpful and going to extra mile always brings good results in the end.

Reply to Zinedine
- By Keri Jaehnig on 7th March, 2012
  
  Hi there, Completely agree! Thank you for reading, and for your comment, ~Keri
  
  Reply to Keri
By Sherrie Glensky on 29th December, 2011

Really enjoyed your post, Keri. The title was so intriguing I had to read immediately.Very well written and in layman’s language. Thanks for your inspiration, especially to those of us to whom social media is a second language.

Reply to Sherrie
- By Keri Jaehnig on 30th December, 2011
  
  Sherrie, Thank you for reading – Glad you enjoyed! Social media is simply a new language that emphasizes an earlier form of doing business – via relationships. It is only technology that keeps us all racing to keep up. 😉 ~Keri
  
  Reply to Keri
By Jayna Locke on 29th December, 2011

This post is spectacular, Keri. I love all the concepts and am implementing them to a degree, but I always have more to learn! This is definitely Stumble material! All the best to you.

Reply to Jayna
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By Leanne Hoagland-Smith on 29th December, 2011

Keri – Great post, well thought out and equally well written. The greatest competitor for all businesses is the same one that being the status quo. Your mission is you agree to accept as the astronaut is how can change the status quo. Using your methodology, the reader does have a plan of action. Leanne Hoagland-Smith

Reply to Leanne
- By Keri Jaehnig on 30th December, 2011
  
  Leanne, Thank you for your compliment. So glad you mentioned status quo! We must never accept that, and must keep pushing for more….for better. Always improving! Launch does give a good plan of action, and anyone that picks it up will indeed find something to tackle. Great to see your smile here, ~Keri
  
  Reply to Keri
By Monyelle on 27th December, 2011

This is great information Keri! Thanks for sharing. Can’t wait to put it to use.

Reply to Monyelle
- By Keri Jaehnig on 28th December, 2011
  
  Monyelle, Glad you found this post helpful. Mike’s book is so motivating and informational, I’m glad to hear you plan to add it to your bag of tricks! 🙂 Thank you for sharing your thoughts. ~Keri
  
  Reply to Keri
By Martha Giffen on 22nd December, 2011

Thanks for a great review! I am am avid reader and my Kindle is always at hand. Haven’t downloaded “Launch” yet but will definitely read this week. Thanks!

Reply to Martha
- By Keri Jaehnig on 23rd December, 2011
  
  Martha, Your energy and spirit is inspiring! Launch is available on Kindle, so I have no doubt you’ll enjoy. Please let me know your thoughts when you have read through. I appreciate your stopping by to share, ~Keri
  
  Reply to Keri
By Kittie Walker on 22nd December, 2011

Hey Keri, That book was a great find for 2011, I was a little late to that party. I haven’t read Mari Smith’s, “The New Relationship Marketing,” but it is definitely now firmly on my list of books to read. I’ll be reviewing some sales oriented books for my weekly column in a couple of weeks time and Launch is making that list! I came across a post that might be of interest to you – http://www.seomoz.org/blog/how-i-got-the-attention-of-one-of-the-top-seo-bloggers-with-diet-coke – great case study about going that extra mile and thinking outside of the box! Kittie

Reply to Kittie
- By Keri Jaehnig on 23rd December, 2011
  
  Kittie, I’m so glad we met though a “Nuclear Fuel” activity! Please keep me updated on your progress with reading the books. Always fun to compare notes and gain additional insights. You have no idea the irony with the article you recommended. I’m heading to read it now… Thank you for your comment, ~Keri
  
  Reply to Keri
By Mattias Gronborg on 22nd December, 2011

Awesome review of the book Keri! 🙂 This book is on my reading list and your review made me upgrade it to a “read now” book. I think it was because of this nuclear fuel a met you Keri, I valuate the friendship we have developed during 2011 and I’m looking forward to 2012! 🙂 -Mattias

Reply to Mattias
- By Keri Jaehnig on 23rd December, 2011
  
  Mattias, Go read the book! Do not pass go, do not collect $200. Do it…NOW!! 😀 We did meet via Mike Stelzner’s success summits. How very cool! I too am grateful for our friendship and cannot wait to see what 2012 has in store. As always, great to see your smiling face! ~Keri
  
  Reply to Keri
By Irma Zimmermann on 21st December, 2011

Oh, and forgot to mention I received an email from Booktopia – my ‘LAUNCH’ book is on it’s way from Sydney. Guess what I’ll be doing over Christmas 🙂

Reply to Irma
- By Keri Jaehnig on 23rd December, 2011
  
  Irma, Enjoy the book. We have managed to link up via Twitter, so I’ll keep up with you there and look forward to your thoughts after the holiday! 🙂 Thanks for making my blog a friendlier place! ~Keri
  
  Reply to Keri
By Irma Zimmermann on 21st December, 2011

Hi Keri, Well, what can I say but ‘My Fire was certainly Fueled’ after the attending a Webinar with Michael Stelzner and the Australian Business Woemns Network. So much so that I was inspired to sketch the GC + OP – MM = G formula. I wanted to thank you for the crediting my sketch . . . this will be the first of many to come 🙂

Reply to Irma
- By Keri Jaehnig on 23rd December, 2011
  
  Irma, So honored that you stopped by to read and share your thoughts! Thank you for creating the sketch and creating the spark that tied my thoughts together. One challenge the average small business owner has is finding the human aspects in the digital world. Your sketch helps cut through. A privilege to meet up with you via Mike Stelzner and Launch. I’ll look forward to more sketches. Certainly fuel for you! 🙂 ~Keri
  
  Reply to Keri
By knikkolette on 21st December, 2011

Loved your post Keri! With sound advice like this, your readers will easily be able to launch their businesses to the next step. 🙂

Reply to knikkolette
- By Keri Jaehnig on 23rd December, 2011
  
  Knikkolette, Thank you for your compliment – Means a lot coming from you. You’ve been working on your fuel lines lately. Quite impressed! Thank you for sharing your thoughts, ~Keri
  
  Reply to Keri
By Rich McElaney on 21st December, 2011

The fuel analogy is so appropriate because a going concern can’t successfully compete in today’s world with an empty tank. I’m about a third of the way through the book (took a detour to start The Marketing Agency Blueprint – which I highly recommend!) and like everything else coming from Mike Stelzner it cuts right to the chase. Awesome concept you and Dorien cooked up – which underscores a common theme on your blog – you gotta DO! How many minutes do you sleep at night????

Reply to Rich
- By Keri Jaehnig on 23rd December, 2011
  
  Rick, So glad to see your smile! I’m curious to know what you have to say about Launch when you finish the book. Please keep me updated. I’ll grab The Marketing Agency Blueprint and do the same. We met via Mike Stelzner’s fueling activities…so glad for that! Dorien and I had a good time, and learned a lot. We have plans for more in the future. Would love to collaborate with you, if ever there is an opportunity. Don’t tell anyone, but I manage to get about 5 or 6 minutes of sleep each and every night. haha. 😉 Thank you for sharing, ~Keri
  
  Reply to Keri
By Annemarie Cross on 21st December, 2011

Wonderful post Keri – extremely informative. One of my colleagues had the opportunity to interview Michael about his book and was very impressed. Here’s to creating more ‘nuclear fuel’ in 2012!!

Reply to Annemarie
- By Keri Jaehnig on 23rd December, 2011
  
  Annemarie, Always love hearing from you! Mike is smart, friendly, and effective. I too enjoyed my conversation with him, and may call upon the interview notes for a follow-up. Gotta stay tuned! 🙂 You are creating quite the fuel these days. And lead by example. Thank you for inspiring. Glad to have you in #socialMM — Looking forward to what 2012 has to bring….and where we’ll launch off to!! ~Keri
  
  Reply to Keri
By Joel Carter on 20th December, 2011

Enjoyed your article about “Launch….” haven’t finished reading it yet. Quicker to read and a bit longer to set steps into motion, but a well defined concept that according to those who have read and have tried it works. Great explanatory graphics. Thanks for the fuel for thought…er Blast Off.

Reply to Joel
- By Keri Jaehnig on 23rd December, 2011
  
  Joel, You are one of my most cerebral friends – Your approach so calculated, researched. I recommend just reading through. The book is written in such a user-friendly manner, that grabbing it to refer back to is easy enough. I so want to know what you think when you’ve finished the read! Thank you for participating in my projects, for becoming a collaborative friend. And for being catalyst to my fuel. I hope I can return that to you. Genuinely, ~Keri
  
  Reply to Keri
By Saul Fleischman on 20th December, 2011

I’m so glad I SU-shared this; this has got to be your most cerebral and innovative post to date, Keri. Talking startups over at “my house” as well, you’ll see what I mean… “Nuclear fuel” – love it. Naturally, with launching, as you discuss, the promotion is critical, not just the planning, execution and ideas. Let’s talk on our own promotional activities as well, soon?

Reply to Saul
- By Keri Jaehnig on 23rd December, 2011
  
  Saul, I’ve been watching you – Interesting stuff you’ve been up to. Thank you for sharing your views. All the steps make a difference, indeed. If you have not had a chance to read the book, I do suggest you do. The words, “nuclear fuel,” will take on new meaning, for sure. Yes, let us please talk soon. Great bumping into you here again… 🙂 ~Keri
  
  Reply to Keri
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By Michael A. Stelzner on 20th December, 2011

Hi Keri, Thanks so much for your review and for putting to practice what you learned in the book. All my best! Mike

Reply to Michael
- By Keri Jaehnig on 23rd December, 2011
  
  Mike, Great to see you here! Thank you for allowing me to learn from over the past few years, and for giving me a bit of your time for an interview. You need to know that ion following your principle, it really has launched me in new directions. So effectively, I’ve had a hard time keeping up. A challenge I’m okay with. 😉 I keep Launch handy for reference, and have recommended it to many. Best wishes and much success on your next book, ~Keri
  
  Reply to Keri
By Dorien Morin-van Dam on 20th December, 2011

I love the title of the blog post. I certainly had to go check it out immediately. The proof is in the fuel, for sure. I, alongside you, have seen our Game of Like players and friends make great strides in their personal and business approaches on Facebook. It’s amazing what a bit of education, collaboration and fun can do for a business. I am running my fingers over to Amazon.com…I never did order Launch even though I did read the first (free & downloadable) chapter. Thank you for your insights and I am so looking forward to creating more ‘Nuclear Fuel’ with you in 2012.

Reply to Dorien
- By Keri Jaehnig on 20th December, 2011
  
  Dorien, Thank you your quick comment, and for your enthusiastic compliment! Together we had a lot of fun with the Game Of Like project! But most importantly, we learned and helped others learned things delightfully unexpected. THAT is groovy-cool! 😀 Please let me know when you have finished reading — I’d love to compare notes. Here’s to creating more Nuclear Fuel in 2012 — I know it’s going to be a fabulous year!!! Always a pleasure to collaborate with you, Dorien, ~Keri
  
  Reply to Keri

The Elevation Principle

Some New Math

Fueling Your Fire

1) Primary Fuel

2) Nuclear Fuel

A Nuclear Fuel Cocktail

The Proof Is In The Fuel

Words From An Astronaut

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