“Oh, don’t worry she won’t bite.”

Yeah right. Do you really expect me to believe that?

It’s a line I hear – without fail – at least once a week from enthusiastic dog owners as I jog through my neighborhood.  And although it’s been 11 years since an angry German Shepherd sunk his teeth into my leg – an experience that’s forever bleached into my memory – I remain skeptical whenever I hear dog owners offer such reassurances.

I need more than words.  And your customer’s view of marketing is a lot like this.

Whether it’s caused by one big chomp or smaller nibbles over time, your customer turns a doubtful eye towards marketing and advertising.  Past instances of ploys and gimmicks alert her brain.  And your customer uses these memories to guide her buying decisions.

But that’s not all: Your customer also relies on the collective memories of all consumers – through what’s commonly known as word of mouth.  And the Internet is a word-of-mouth megaphone that gives truth-thirsty customers a lightning-fast way to model the experiences of others.  So companies today have nowhere to hide.  And that’s why the old assumptions of marketing – that you can overpower your customer with ad-speak and hype – are doomed.”

I love the beginning of this new book by Tom Wanek, titled “Currencies That Buy Credibility,” which launches today.

As a marketing consultant, blogger, and speaker, Tom has spent years studying the “signals” that companies send to consumers, just as animals use signals to send messages to each other in the wild.  And he delivers the results of his research in a compelling-yet-entertaining way, helping you to understand the messages you have been sending to your customers (either inadvertently or on purpose) and come up with a tightly focused marketing strategy that has impact.

Tom does a brilliant job of breaking the “signal system” down into six types of “currency” to help you invest in the right kind of message.

What should you be focusing on – Time?  Opportunity?  Prestige?  By the end of this book, you’ll have a clear understanding of the advantages of all six currencies, which one fits your business best, and case studies to help you plan for the future.

You know I don’t write about business books very often – this one is a must for your business book library.  At $14.00, it’s a steal.

But I’ll tell you what… even though they’re bound to fly off the shelves, I managed to talk Tom Wanek into agreeing to give away 5 SIGNED copies of “Currencies That Buy Credibility.”

All you have to do is answer the following trivia question by Tuesday at midnight, by leaving your answer in a comment below.  Five winners will be chosen at random from the list of correct answers. Be sure to include an email address so that we can contact you if you win.