Purple Cow

Author: Seth Godin
Publisher: Penguin UK
ISBN: 0141924861
Format: PDF, ePub, Docs
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You're either a Purple Cow or you're not. You're either remarkable or invisible. Make your choice. What do Apple, Starbucks, Dyson and Pret a Manger have in common? How do they achieve spectacular growth, leaving behind former tried-and-true brands to gasp their last? The old checklist of P's used by marketers - Pricing, Promotion, Publicity - aren't working anymore. The golden age of advertising is over. It's time to add a new P - the Purple Cow. Purple Cow describes something phenomenal, something counterintuitive and exciting and flat-out unbelievable. In his new bestseller, Seth Godin urges you to put a Purple Cow into everything you build, and everything you do, to create something truly noticeable. It's a manifesto for anyone who wants to help create products and services that are worth marketing in the first place.

Best No Need to Be Cheap If You Are

Author: Mike Hohnen
Publisher: eBookIt.com
ISBN: 1456606808
Format: PDF, ePub, Docs
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Inspired by the principles developed in the "Service Profit Chain," Mike Hohnen takes you through each of the steps needed to create an outstanding service business. We live in a world of abundance - there is plenty of choice everywhere. And since 2008 we have experienced significant drops in demand as consumers became more careful. The result is a widening gap between supply and demand in virtually any category you can imagine. When that happens, many companies have a knee-jerk reaction, and the recipe is more or less always the same: initiate rigorous cost-cutting programmes, reduce staff and/or services, offer discounts in many forms, and increase advertising aggressively. This, however, is the equivalent of trying to steer and brake as your car begins to skid on black ice while going through a sharp curve. As you hit that declining demand curve, you need to perform what at first seems like a counter intuitive move: hold your price, increase your services, improve your quality, and narrow your focus in the market. In this book, you will not only understand why but also see how you can do that.

Tribes

Author: Seth Godin
Publisher: Penguin
ISBN: 9781591842330
Format: PDF, ePub, Docs
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Describes how individuals can become successful leaders through passion and connection with an interested group, and provides real-life case studies that illustrate this method.

Free Prize Inside

Author: Seth Godin
Publisher: Penguin
ISBN: 1101218452
Format: PDF, ePub, Mobi
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How to find the soft innovation that will make your product, service, school, church, or career worth talking about. We live in an era of too much noise, too much clutter, too many choices, and too much spam. And as Seth Godin's 200,000-copy bestseller Purple Cow taught the business world, the old ways of marketing simply don't work anymore. The best way to sell anything these days is through word of mouth and the only real way to get word of mouth is to create something remarkable. Free Prize Inside, the sequel to Purple Cow, explains how to do just that. It's jammed with practical ideas you can use right now to make your product or service remarkable, so that it will virtually sell itself. Remember when cereal came with a free prize inside? Even if you already liked the cereal, it was the little plastic toy that made it irresistible. Godin explains how you can think of a bonus that will make your customers feel just as excited, no matter what business you?re in. Consider these free prizes: • The Tupperware party, which turned buying plastic bowls into a social event • Flintstones vitamins, which turned a serious product into something fun • The free change-counting machine at every Commerce Bank branch • The little blue box from Tiffany, which makes people happy before they even open it This book offers a way to create free prizes quickly, cheaply, and reliably and persuade others in your organization to help you bring them to life. From the Trade Paperback edition.

The Big Moo

Author: The Group of 33
Publisher: Penguin
ISBN: 1101216263
Format: PDF, Mobi
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Most organizations are stuck in a rut. On one hand, they understand all the good things that will come with growth. On the other, they’re petrified that growth means change, and change means risk, and risk means death. Nobody wants to screw up and ruin a good thing, so most companies (and individuals) just keep trying to be perfect at the things they’ve always done. In 2003, Seth Godin’s Purple Cow challenged organizations to become remarkable—to drive growth by standing out in a world full of brown cows. It struck a huge chord and stayed on the Business-Week bestseller list for nearly two years. You can hear countless brainstorming meetings where people refer to purple cows and say things like, “That’s not good enough. We need to create a big moo!” But how do you create a big moo—an insight so astounding that people can’t help but remark on it, like digital TV recording (TiVo) or overnight shipping (FedEx), or the world’s best vacuum cleaner (Dyson)? Godin worked with thirty-two of the world’s smartest thinkers to answer this critical question. And the team—with the likes of Tom Peters, Malcolm Gladwell, Guy Kawasaki, Mark Cuban, Robyn Waters, Dave Balter, Red Maxwell, and Randall Rothenberg on board—created an incredibly useful book that’s fun to read and perfect for groups to share, discuss, and apply. The Big Moo is a simple book in the tradition of Fish and Don’t Sweat the Small Stuff. Instead of lecturing you, it tells stories that stick to your ribs and light your fire. It will help you to create a culture that consistently delivers remarkable innovations.

All Marketers are Liars

Author: Seth Godin
Publisher: Penguin
ISBN: 9781101184547
Format: PDF, Mobi
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The indispensable classic on marketing by the bestselling author of Tribes and Purple Cow. Legendary business writer Seth Godin has three essential questions for every marketer: “What’s your story?” “Will the people who need to hear this story believe it?” “Is it true?” All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that’s virtually the same car. We believe that $225 sneakers make our feet feel better—and look cooler—than a $25 brand. And believing it makes it true. As Seth Godin has taught hundreds of thousands of marketers and students around the world, great marketers don’t talk about features or even benefits. Instead, they tell a story—a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it’s time to embrace the power of the story. As Godin writes, “Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn’t invent storytelling. They just perfected it.” From the Trade Paperback edition.

Summit

Author: F. Scott Addis
Publisher: Greenleaf Book Group
ISBN: 1626340412
Format: PDF
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Tools and training to take you, as a business professional, straight to your peak potential—to benefit you, your family, and your customers

Permission Marketing

Author: Seth Godin
Publisher: Simon and Schuster
ISBN: 1471105776
Format: PDF, Docs
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Whether it is the TV commercial that breaks into our favourite programme or the telemarketing phone call that disrupts a family meal, traditional advertising is based on the hope of snaring our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity, time, Permission Marketing offers consumers incentives to voluntarily accept advertising. Now the Internet pioneer who has dramatically improved marketing effectiveness in media introduces a fundamentally different way of thinking about advertising products and services. By reaching out to only those individuals who have expressed an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness, and greatly improve the chances of making a sale.

Small is the New Big

Author: Seth Godin
Publisher: Penguin UK
ISBN: 0141030534
Format: PDF
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This compilation of the author's blog writings and magazine columns guides readers through his new marketing world with well-turned phrases and more developed pieces.

Real Time Marketing and PR

Author: David Meerman Scott
Publisher: John Wiley & Sons
ISBN: 1118266161
Format: PDF, ePub, Mobi
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Launch effective real-time communications to win in today's always-on world Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. "Real time" means news breaks over minutes, not days. It means companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!