A few years ago my wife and I were browsing through Barnes and Noble when this title hit us like a ton of bricks. Who the heck did this Mark Stevens think he was telling us that our marketing sucked. He didn’t even know me. I had to pick up the book and see what he was talking about. (Lesson #1-be provocative in your marketing).
After only a few minutes of skimming the table of contents and a few chapters, we knew we had to get it. Our marketing DID suck! We got the book while driving to Big Bear, CA to celebrate our anniversary. We finished it before we reached our destination.
What I liked best about the book was its no holds barred attitude. He addresses issues that some people may find uncomfortable, but are truthful when it comes to business. One of my favorite chapters was chapter 3, “Start with a Blank Page.” In it he talks about the importance of ignoring what your competition is doing in their advertising and create something from scratch. If you start by looking at your competition, you either 1) could be setting the bar really low if they’re advertising is bad, and/or 2) you run the risk of mimicking them and blending in, not standing out (hmmm, seems like a topic that’s come up a few times here on this blog. 🙂
Just reading the chapters titles and descriptions can give you poignant insight into your business:
- Why your marketing sucks – stop throwing thousand-dollar bills out the window and camouflaging spending as marketing)
- Nothing happens until a sale is made – any company making sales the last step in the marketing process has its marketing program ass-backwards.
- Start with a blank page – to hell with what your competitors are doing…rethink everything and start from scratch.
- Make a spectacle of yourself–or your company – stop playing it safe with singles and doubles and start hitting home runs.
- There are no one-trick ponies – who says synergy never works? The practical benefits of integrated marketing
Check out the rest of the chapters yourself, but I think this gives you an idea of what to expect. We came away from this book with a fresh new outlook on our marketing and business. I guarantee you will too.