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9 episodes with Jack Trout
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2 episodes with Jack Trout
4 episodes with Jack Trout
4 episodes with Jack Trout
2 episodes with Jack Trout
2 episodes with Jack Trout
2 episodes with Jack Trout
2 episodes with Jack Trout
In 10 quick but memorable minutes I'm sharing my observations and experiences with marketing strategies I had close encounters with over the recent Memorial Day weekend. From an innovative Fresh Direct pop-up, to a Rosé Soirée in the Hamptons with missed promotional opportunities, these are my thoughts on some effective ...and ineffective ... marketing tactics. And I borrow from one of the 22 Immutable Laws of Marketing, by brilliant marketing strategist, Jack Trout. First, learn how my friend Joanne (who happens to be Jack Trout's daughter) and I popped into a pop-up for Fresh Direct. We were in pursuit of coffee but got a surprise stimulating conversation with the interim CMO, instead: Jackson Jeyanayagam. He explained their strategy was to build awareness for their new delivery service and display the quality of their products "IRL." Fresh Direct PopUp store Learn which of the 22 immutable laws Jackson was aiming to apply; and the overlap with he, that law and AB InBev! Then, we had a blast sampling 20 kinds of rose', but can we remember which one we preferred -- to buy again? Blame the drinking, sure, but I think it was more the missed marketing opportunities at the Soiree. (TWO really stood out, though, which you can read about in my new Substack Newsletter, "Moss Hysteria"!) Then, I popped over the next day -- back in NYC -- to check out Cognitiv AI's pop-up at Grand Central, promoting mental health and positive news. It was a blooming success. Learn why. Overall, great experiences that showed how valuable experiential marketing can be! Key Moments: 00:32 Fresh Direct Pop-Up 03:17 The Importance of Branding and Communication 04:27 Applying Lessons from Ries & Trout's "The 22 Immutable Laws of Marketing" 05:54 Event Marketing: The Rosé Soirée 09:31 Memorable Marketing: Cognitive AI Pop-Up 10:17 Get More in my NEW Newsletter, "Moss Hysteria" on Substack Please Follow, Connect & Share the Love of Insider Interviews: With Media & Marketing Experts LinkedIn: https://www.linkedin.com/in/mossappeal Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/ Threads: https://www.threads.net/@insiderinterviews Blusky: https://bsky.app/profile/mossappeal.bsky.social If you enjoyed this episode, please share with another smart business leader, give me five stars... and leave a comment on @Apple or @Spotify or on @YouTube. Or a tip in my jar to help me tip my producer, Jim Mullen!: https://buymeacoffee.com/mossappeal!
Send us a textIn a world where you've got just 8 seconds to make your message stick—what do you say and how do you say it? This episode breaks down The Micro-Script Rules by Bill Schley, a game-changing read for any small business owner or personal brand builder.
Undiscovered Entrepreneur ..Start-up, online business, podcast
Did you like the episode? Send me a text and let me know!!Launching Your Physical Product: Prototyping to MarketingIn this episode of 'Business Conversations With Pi,' Skoob and his AI co-host, Pi, delve into the essential steps for new entrepreneurs launching physical products. The discussion offers comprehensive advice on market research, design, prototyping, manufacturing, and marketing strategies. Listeners will learn about tools like CAD software and 3D printing, gather tips for refining prototypes, and receive guidance on creating a strong brand identity and effective pricing strategy. The episode also includes book recommendations to further support entrepreneurial success. Whether you're just starting out or looking to enhance your existing strategies, this episode is packed with actionable insights. "The Lean Startup" by Eric Ries: "Hooked: How to Build Habit-Forming Products" by Nir Eyal:"Positioning: The Battle for Your Mind" by Al Ries and Jack Trout: "The Ultimate Sales Machine" by Chet Holmes:00:00 Introduction to Business Conversations with Pi00:46 Meet Your Hosts: KU and Pi01:11 Diving into Entrepreneurial Questions01:59 Special Focus: Sunglasses Startup02:37 Steps to Launching a Product03:42 Prototyping Tips for Sunglasses04:49 Getting Help with CAD and 3D Printing05:50 Marketing and Pricing Strategies06:54 Recommended Reading for Entrepreneurs07:59 Final Words of Wisdom08:24 Conclusion and Next Steps Thank you for being a Skoobeliever!! If you have questions about the show or you want to be a guest please contact me at one of these social mediasTwitter......... ..@djskoob2021 Facebook.........Facebook.com/skoobamiInstagram..... instagram.com/uepodcast2021tiktok....... @djskoob2021Email............... Uepodcast2021@gmail.comAcross The Start Line Facebook Community If you would like to be coached on your entrepreneurial adventure please email me at for a 2 hour free discovery call! This is a $700 free gift to my Skoobelievers!! Contact me Now!! On Twitter @doittodaycoachdoingittodaycoaching@gmailcom
Welcome to another episode of The Art of Consulting, where we delve deep into the strategies and experiences of seasoned professionals in the consulting sphere. Today's guest is none other than Mark Amtower, the founder and partner of Amtower & Company, a firm specializing in marketing to the government. With a career spanning 39 years, Mark has been at the forefront of acknowledging and leveraging the nuances of marketing within the government contracting world. Episode Breakdown: 00:00 - 00:01: Speaker 1 (Host) opens the episode with a greeting to the audience. 00:15 - 00:22: Speaker 2 introduces Mark Amtower, highlighting his role as the founder of Amtower & Company. 00:23 - 00:25: Mark Amtower expresses his gratitude for being invited to the show. 00:25 - 00:36: The conversation touches upon a previous discussion, and Mark is prompted to share details about his background and focus. 00:38 - 01:27: Mark discusses the beginnings of his company in 1985, his background in literature, and his dive into the unique discipline of marketing to the government. 01:27 - 01:31: Mark humorously acknowledges the longevity of his career. 01:33 - 01:36: Speaker 2 jokes about Mark's long-standing career. 01:36 - 01:37: Mark responds with a light-hearted comment. 01:39 - 02:50: The dialogue shifts to the theme of non-traditional paths to consulting, highlighting the diverse skills that people bring to the industry. 02:50 - 03:04: Speaker 2 asks Mark how his non-traditional background shaped his consulting approach. 03:04 - 03:45: Mark recounts experiences, such as telemarketing and IT sales, that provided valuable skills for his consulting career. 03:45 - 04:27: Mark discusses his entry into advertising and how he identified a niche in marketing to government, which led to establishing his consulting presence. 04:28 - 05:14: Challenges of creating a client pipeline and managing financial concerns as a new consultant are discussed. 05:15 - 05:44: Speaker 2 reflects on the difficulty of securing subsequent contracts and the importance of building a client pipeline. 05:44 - 06:09: Speaker 2 asks how Mark identified and pursued the niche in government marketing. 06:09 - 06:54: Mark shares how he recognized unmet needs in the market and became the first to address federal marketing issues. 06:54 - 07:39: Mark explains positioning strategies and being first-to-market, referencing Jack Trout and Al Ries' marketing insights. 07:40 - 08:21: Mark's journey of writing about government business and giving speaking engagements is discussed. 08:21 - 08:27: Mark mentions how ad agencies in D.C. often overlooked marketing to the government. 08:29 - 09:01: Speaker 2 discusses the concept of market awareness and recognizing gaps in the market. 09:01 - 09:32: Speaker 2 and Mark talk about the importance of acting on ideas when opportunities arise. 09:32 - 09:50: Mark shares his strategy for building expertise through experience and addressing industry issues like mailroom logistics. 09:51 - 10:37: Mark explains his innovative solution to improve mail delivery in federal agencies by understanding internal processes. 10:37 - 11:14: Mark discusses founding an association to facilitate collaboration between mailers and federal mail managers. 11:14 - 11:51: The importance of addressing industry-specific problems through communication and collaboration is emphasized. 11:51 - 12:29: Mark's experience with influencing mail routing in federal agencies is shared. 12:31 - 13:07: Speaker 2 appreciates Mark's problem-solving approach and the importance of recognizing critical roles within organizations. 13:07 - 13:29: Speaker 2 relates Mark's experiences to modern challenges in delivering messages effectively. 13:29 - 14:16: Mark discusses how his business pivoted due to the rise of online platforms, affecting his direct mail business, and how he adapted. 14:21 - 14:35: Mark shares how engaging with a federal webmasters group helped him understand the changing landscape and adapt his consulting approach. 14:44 - 15:19: Speaker 2 highlights the importance of specialization and continuous learning in consulting. 15:19 - 15:51: Speaker 2 emphasizes the role of critical thinking and deepening domain expertise through industry involvement. 15:52 - 15:55: Speaker 2 notes the evolving nature of consulting and the need for specialization to stay competitive. 15:56 - 16:26: Mark discusses how consultants need to evolve their subject matter expertise to remain relevant in the industry. 16:26 - 16:29: Speaker 2 agrees with Mark's point. 16:27 - 16:29: Mark briefly mentions that his expertise doesn't cover all markets. 16:30 - 16:57: Speaker 2 talks about the dynamics of generalists versus specialists and how to find one's niche. 17:36 - 18:07: Mark shares a story about how Netscape disrupted the market, forcing him to pivot his business. 18:10 - 18:20: Mark emphasizes the ongoing need for consultants to adjust and innovate in response to technological changes like Web 2.0. 18:21 - 18:52: Mark and Speaker 2 discuss how Web 2.0 tools opened new opportunities for consultants to publish and share content. 18:53 - 19:38: Mark explains how he leveraged LinkedIn to establish his B2G (business-to-government) platform and his experience as a beta tester for LinkedIn's Pulse feature. 19:38 - 20:24: Mark talks about adapting to LinkedIn's evolving features and becoming a prolific content creator. 20:24 - 21:09: Mark explains how LinkedIn helped him build thought leadership and connect with his target audience. 21:09 - 21:13: Speaker 2 affirms Mark's approach. 21:15 - 21:42: Mark advises on making a strong first impression on LinkedIn, including using the profile banner effectively. 21:57 - 21:58: Mark suggests using LinkedIn features strategically to enhance personal branding. 22:39 - 23:00: Mark and Speaker 2 discuss how LinkedIn evolved from a resume site into a networking and content publishing platform. 23:00 - 23:31: Mark stresses the importance of crafting a compelling LinkedIn 'About' section to create a positive first impression. 23:31 - 23:34: Speaker 2 humorously comments on common mistakes with LinkedIn profile banners. 23:34 - 24:17: Mark emphasizes the strategic use of every LinkedIn profile element to project a professional image and value proposition. 24:18 - 24:53: Speaker 2 appreciates Mark's tips and underscores the need for attention to detail in presenting oneself professionally on LinkedIn. 25:35 - 25:54: Speaker 2 asks Mark about his content creation schedule on LinkedIn. 25:54 - 26:42: Mark shares that he doesn't follow a strict calendar but publishes when inspiration strikes, along with commitments to other platforms. 26:42 - 27:20: Mark talks about his prolific writing and method of seeking feedback before publishing content. 27:20 - 28:09: Mark shares how feedback from trusted peers helps him refine his content for relevance and clarity. 28:09 - 28:37: Speaker 2 highlights the value of critical thinking and the iterative process of content creation. 28:37 - 29:11: Mark advises on capturing ideas and nurturing them for professional growth and content creation. 29:11 - 29:38: Mark suggests validating ideas with trusted peers to improve them and ensure professional growth. 29:39 - 30:07: Speaker 2 and Mark discuss the importance of continuous learning, feedback, and engaging with one's audience. 30:07 - 30:37: Speaker 2 reflects on sharing ideas and receiving feedback as key to enhancing one's professional expertise. 30:47 - 31:20: Mark advises carrying a notebook to jot down ideas for later reflection and development. 31:28 - 32:04: Speaker 2 reflects on revisiting ideas over time and their potential for future relevance. 32:17 - 32:27: Mark humorously comments that everyone has a novel or country song in them, but not all ideas need to be shared publicly. 32:47 - 33:27: Mark shares an analogy from sports journalist Sally Jenkins about tennis margins, comparing it to consulting and handling setbacks. 33:50 - 34:28: Speaker 2 and Mark discuss the importance of nurturing even small ideas into valuable contributions. 34:58 - 35:40: The conversation shifts to building a pipeline for consulting work, and Mark advises defining a target audience and creating relevant content. 35:41 - 36:24: Mark shares a key lesson about realizing that the real decision-maker in a company was the CEO, not the marketing contact. 36:42 - 37:15: Speaker 2 and Mark discuss recognizing key decision-makers and influencers in organizations. 37:15 - 39:44: Mark emphasizes the value of connecting with executive assistants, understanding their preferences, and using LinkedIn to foster relationships with decision-makers. 39:10 - 39:44: Mark and Speaker 2 talk about nurturing influential connections and recognizing their contributions. 40:30 - 41:06: Mark continues discussing the importance of recognizing the power and influence of executive assistants in decision-making processes, sharing tips on building genuine relationships with them. 41:06 - 41:41: Mark emphasizes how consultants should research and understand the needs of both decision-makers and their assistants to provide better value. 41:41 - 42:12: Speaker 2 reflects on the vital role executive assistants play in shaping consulting engagements and client relationships. 42:12 - 42:44: Mark shares his experience using LinkedIn to connect with decision-makers and their assistants, noting how this approach has helped him open doors to new opportunities. 42:45 - 43:16: Mark advises using LinkedIn strategically to gather insights about companies and individuals, tailoring outreach efforts to resonate with the needs and interests of potential clients. 43:16 - 43:58: The conversation turns to building trust and credibility on LinkedIn. Mark stresses the importance of being consistent in messaging, content creation, and follow-ups to maintain visibility and authority. 43:58 - 44:34: Mark touches on how to nurture connections on LinkedIn over time, explaining that providing value and engaging authentically helps build long-term relationships with potential clients. 44:35 - 45:10: Speaker 2 asks Mark how he manages to stay on top of industry trends and maintain his relevance after decades in the consulting industry. 45:10 - 46:10: Mark shares his learning habits, including constantly reading, attending webinars, and keeping an eye on emerging technologies and market shifts, to ensure he can offer up-to-date advice to his clients. 46:10 - 47:02: Speaker 2 reflects on the importance of continuous learning and adapting to new trends in consulting, agreeing with Mark's approach of staying curious and informed. 47:02 - 47:52: Mark gives an example of how evolving technologies and changes in government policies have reshaped the way consultants need to approach marketing and business development strategies. 47:52 - 48:32: Mark discusses the rise of AI and automation tools in marketing and how they impact the role of consultants, especially in creating more personalized outreach. 48:32 - 49:02: Speaker 2 asks Mark for his thoughts on how consultants can use these new tools to improve their client relationships. 49:02 - 50:01: Mark emphasizes that while AI and automation are helpful, building personal relationships and trust remains critical. He encourages consultants to strike a balance between using technology and maintaining a human touch in client interactions. 50:01 - 50:43: Mark shares a final tip for consultants: to always remain flexible and open to new ways of solving problems, whether through technology, strategy, or networking. 50:44 - 51:10: Speaker 2 asks Mark to offer any parting advice for consultants looking to break into government marketing or consulting in general. 51:10 - 52:10: Mark advises consultants to focus on understanding the specific needs of their target market, build a strong personal brand, and consistently deliver value. He also emphasizes perseverance in developing relationships and gaining trust in the consulting world. 52:10 - 52:58: Mark reflects on the most rewarding aspects of his consulting career, sharing that seeing his clients succeed and making an impact on their businesses has been the highlight of his journey. 52:58 - 53:00: Speaker 2 wraps up the episode by thanking Mark for his time and insights, and closes the conversation. 53:00 - End: The episode concludes with a call to action for listeners to connect with Mark Amtower online and to stay tuned for future episodes. Episode Highlights: 00:15 - 00:22: Introduction of Mark Amtower, a seasoned expert in government contracting marketing. 00:38 - 01:27: Mark shares his unique journey into the niche of marketing to the government. 01:39 - 02:50: Discussion on the value of non-traditional paths to consulting. 04:28 - 05:14: Mark talks about the challenges of creating a client pipeline for consultants. 05:44 - 06:09: Insights into how Mark identified a marketing niche in the government sector. 08:21 - 08:27: Addressing the lack of marketing to government within ad agencies. 14:44 - 15:19: The importance of specialization and continuous learning in consulting. 23:34 - 24:17: Tips for making a strong first impression with your LinkedIn profile. 28:37 - 29:11: Keeping track of ideas and fostering creativity in professional growth. 35:41 - 36:24: Mark's lesson on identifying and engaging with decision-makers. 46:00 - 46:10: Mark emphasizes the significance of courtesy and empathy in professional settings. 49:43 - 50:22: Encouraging consultants to admit knowledge gaps and leverage their peer networks. About Our Guest Today: Mark Amtower is the founder and partner at Amtower & Company, a consultancy specializing in marketing to the government sector. With a masterful grasp of government marketing and an active presence on LinkedIn, Mark is a leading authority in government contracting and B2G marketing. With an impressive tenure of nearly four decades, Mark has shaped the landscape and discourse around marketing to the government. Where to Find Our Guest Online: LinkedIn - Mark Amtower: https://www.linkedin.com/in/markamtower/
From Jon... I love to read. Over the last 10 years in business I've read a tonne of business related books. This a non exhaustive list of 10 of my favorites and why I recommend that you read them (if you haven't already). There's some titles here that I know you've probably heard of, and some I'm willing to bet you haven't. Check them out and as always, make sure you're combining your learning with ACTION. Don't mentally masturbate. The 4 Hour Work Week by Tim Ferriss - https://a.co/d/bOAXy0t Breakthrough Advertising by Eugene Schwartz - https://breakthroughadvertisingbook.com The 22 Immutable Laws Of Marketing by Al Ries and Jack Trout - https://a.co/d/7JZMc52 The Obstacle Is The Way by Ryan Holiday - https://a.co/d/dOXysny Do The Work by Steven Pressfield - https://a.co/d/ghVnff9 Traction by Gino Wickman - https://a.co/d/fYTMP0H Outlive by Dr Peter Attia - https://a.co/d/b2QuN4U Eat That Frog by Brian Tracy - https://a.co/d/fv5TBgi Purple Cow by Seth Godin - https://a.co/d/cYQnpg0 Discipline Equals Freedom by Jocko Willink - https://a.co/d/chYH868 Links Mentioned DropshipBreakthru.com/5 — Wondering what products you'll sell? Take our 5 day challenge and find the market you're going to serve DropshipBreakthru.com/join — Join the course and start your journey today! DropshipBreakthru.com/Call — Thinking about joining the course? Book a no obligation call with Jon and he'll walk you through it! DropshipBreakthru.com/message — Want your question answered on the show? Leave us a voicemail for your chance to be featured Join Our FREE Facebook Group Follow DropshipBreakthru on Facebook Subscribe to the Dropship Breakthru YouTube Channel Follow us on Instagram Follow us on TikTok Sponsors DropshipBreakthru.com/Clearsale — Add this app to your business and never worry about fraud chargebacks again. DropshipBreakthru.com/Shopify — The only Ecommerce platform we recommend. DropshipBreakthru.com/Grasshopper — Get an 800 number for your business from Grasshopper DropshipBreakthru.com/Rewind — Automatically back up your Shopify store data DropshipBreakthru.com/PrimedMind — Get coached by the #1 Mindset Coach in the world, Elliot Roe
How you present your products and services to your customers matters. And while most copywriters don't overtly say they do positioning work, the reality is, any messaging project pretty much requires it. The question is, how do you do it right? For the 412th episode of The Copywriter Club Podcast, we talked with copywriter and product positioning expert, Kate Guerrero about the formula for positioning the products you write about in a way that makes it easy for customers to understand not only what it is, but why they need it. Click the play button below, or scroll down for a full transcript. Stuff to check out: Positioning by Ries and Trout Fletch's website The Copywriter Club Facebook Group The Copywriter Underground Transcript: Rob Marsh: Positioning is a marketing term coined by Al Ries and Jack Trout way back in 1969. It refers to the practice of connecting your product or service (or your client's products or services) to a single idea in your customer's mind. And when it's done well, your prospects and customers associate your brand with that idea. Some examples include Volvo and safety, Apple and creativity, and Disney and magic. Although few clients ask for copywriters to position their products, this is actually a big part of what we do, whether we do it consciously or not. So I thought it might be worthwhile to talk in depth about how copywriters can do it and the impact it has for their clients. Hi, I'm Rob Marsh, one of the founders of The Copywriter Club. And on today's episode of The Copywriter Club Podcast, I interviewed copywriter and brand positioning expert Kate Guerrero. Kate is the in-house writer for Fletch, an agency that focuses almost entirely on helping their clients position themselves on their home pages. As promised, she laid out the process that she and Fletch use to help their clients identify the ideas they can stand for in the marketplace. We also talked about the differences between copywriting and messaging—what she shared pairs nicely with our interview with Justin Blackman on last week's episode. And finally we also talked a bit about fiction writing since Kate has a manuscript she's been shopping to major publishers. That's a lot to cover, but we did it, and I think you'll like the result, so stay tuned. Before we jump in with Kate… The next expert training happening in The Copywriter Underground is coming up soon. You probably know The Underground is our community for copywriters who are actively investing in building their business and writing skills. It includes personalized coaching for you where I give you feedback and ideas to help solve the stickiest challenges you face in your business today. There's a massive library of business-focused training to help you grow a resilient, profitable copywriting businesss. And each month we bring you a new guest expert training that will help you make even more progress in your business. This month our guest expert is Heather Farris who will be showing you how to use Pinterest to drive leads to your business for years after you post on that platform. Unlike Twitter where tweets disappear after a few minutes, or LinkedIn and Instagram where posts are lucky to last a day, the content you post on Pinterest is close to permanent. That's because Pinterest is more like a search engine than social media. Any way, Heather will be sharing how to use Pinterest to drive copywriting leads to your business… it's the kind of idea that could add new clients and thousands of dollars in new revenue for you. But to get access to these closely held strategies, you've got to be a member of The Copywriter Underground, which you can learn more about at thecopywriterclub.com/tcu. Jump in now so you don't miss this or any of the other upcoming expert skill trainings. And now, let's go to our interview with Kate... Kate, welcome to The Copywriter Club Podcast. You've heard a few episodes of the podcast,
Send us a Text Message.Challenge everything you thought was just 'how it has to be' and build a business that allows you to live a rich life DAILY! I wasn't too sure about this book, but I have to say it's been a pleasant surprise, a gift of true thought leadership. Need I say more?We're back with our Leaders Are Readers Series (LARS) episode 10; if you've been listening, you know we bring the gems from best-selling faith, mindset, and biz books. Get your copy of The 4 Hour Workweek: Escape 9-5, Live Anywhere, And Join The New Rich by Timothy Ferriss at https://amzn.to/3Agw0utIf you love the book gems, listen to our most popular episode: Leaders Are Readers Series Ep.7: Positioning, The Battle For Your Mind by Al Ries, Jack Trout, et. al
Chapter 1:Summary of Positioning Book"Positioning: The Battle for Your Mind" by Al Ries and Jack Trout, first published in 1981, is a groundbreaking book in the field of marketing. It introduces the concept of "positioning" which focuses on the strategy of placing a brand or product in the customer's mind in a way that emphasizes the distinct benefits and qualities unique to that brand or product.Here are several key points from the book:1. **Positioning Defined**: Positioning is not about what you do to a product. It's about what you do to the mind of the prospect. It involves elements like the name, price, and the features of the product, but fundamentally it's about perceptions.2. **The Overcommunicated Society**: The book discusses how the massive amount of daily advertising messages has led to a cluttered marketplace. Consumers are bombarded with information, making it hard for any single message to stand out.3. **Simplifying the Message**: With an overwhelming number of choices and advertisements, concise and clear messages are crucial. Positioning is about making a product or service understand quickly and effortlessly.4. **Finding a "Hole" in the Market**: One of the effective strategies in positioning is finding a gap—a "hole" in the existing market where your product can fit in. This often involves identifying a specific niche or an overlooked need that competitors are not addressing.5. **Repositioning the Competition**: Positioning also involves sometimes comparing or contrasting a product against existing competitors to highlight its distinctiveness. It can even involve repositioning a competitor unfavorably to advantage your product.6. **Case Studies and Examples**: Throughout the book, Ries and Trout utilize multiple real-world cases to illustrate successful and unsuccessful positioning strategies, offering insights into the practical application of the theories they propose.7. **Importance of Consistency**: Successful positioning requires consistency over time. Initial positioning efforts can be wasted if not maintained, and frequent changes can confuse and alienate customers."Positioning" by Al Ries and Jack Trout has become an essential reference in marketing, emphasizing understanding consumer perception and creatively using it to position a brand. It's particularly relevant in today's market, where consumer attention spans are limited and competition is fierce. The book helps marketers, entrepreneurs, and businesses strategize effectively to carve out a unique market space and ensure their message cuts through the noise.Chapter 2:the theme of Positioning Book"Positioning: The Battle for Your Mind" is a marketing book written by Al Ries and Jack Trout, first published in 1981. This book focuses not on the product itself, but rather on how it is perceived in the minds of potential customers. The authors introduced the concept of "positioning" as a way to differentiate a brand in a crowded marketplace. Below, I'll overview the key plot points, character development, and thematic ideas from the book, even though it is a non-fiction work and doesn't traditionally have a plot or characters.### Key Plot Points:Since "Positioning" is not a narrative work, it does not contain a plot. However, it discusses key concepts and strategies in its content, structured around the following main points:1. **Definition of Positioning**: Explaining the basic concept of positioning as a method for creating an image or identity in the minds of the target market for a product, brand, or company.2. **The Overcommunicated Society**: The authors describe why positioning is important in a world where consumers are bombarded with information.3. **Strategies for Positioning**:...
In today's episode, I explore why market category is a good starting point for developing great positioning. You will learn: * Viewing your market category is context-setting for your products/company. * Thinking of your market category as being similar to the opening scene of a movie. (See link below for my article about this idea, which includes the opening scene of the movie Baby Driver.) * Understanding your product/company's unique value proposition before determining market category.* Why positioning involves identifying what sets your product apart from competitors and the status quo.* Why positioning in an underserved segment of an existing market category is easier than creating a new category.* Communicating the differentiated value of your product or service.* Why companies need to go deeping into their value props to help customers understand how they can deliver unique value for their business.—If you want to skip ahead: (3:50) Market categories and their role in positioning products/companies, with a focus on differentiated value. (7:46) Positioning and messaging for startups, focusing on understanding customer needs and differentiated value. (11:26) Positioning and market categories in business.—Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/consultantApril's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * My article about market category in which I discuss the opening scene of the movie Baby Driver: https://aprildunford.substack.com/p/understanding-the-job-of-a-market * Positioning: The Battle for Your Mind, a book by Al Ries and Jack Trout: https://amzn.to/3JrR4zJ —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQ—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts:
In the final installment of Big Brands, Big Trouble, Mark and Lorraine discuss the last two mistakes from Jack Trout's 2001 book: the Live by the Numbers/Wall Street Mistake and the Not Attacking Yourself Mistake. Once these last two of Jack's nine codified mistakes are tackled, the positioning duo adds four of their own: the Out-of-Touch/Ivory Tower Mistake, the Go Woke, Go Broke Mistake, the Chasing the Politics Mistake, and finally, Handing Customer Service to the Robots Mistake. Does it seem possible these brands could be in such hot water? Well, Mark and Lorraine share some positive stories of those who are following Jack's guidance and getting it right as well.Spend 40-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
This week, Mark and Lorraine continue with mistakes 3-7 from Jack Trout's Big Brands, Big Trouble: the "Truth Will Win Out" Mistake; the "Other Guy's Idea" Mistake; The "Go Opposite" directive for those who are #2 in the market; the "We're Very Successful" Mistake; and the "Everything for Everybody" Mistake. The positioning duo talks big trouble from brands like UberEats to Raos, and why examples from Hertz, Avis, and Enterprise taught us a lot about how to navigate Marketing Warfare's rule that if you're not #1 or #2, it's time to find something new!Spend 30-ish with Mark and Lorraine as they discuss all things marketing, advertising ... and positioning!
This week's episode finds a few big brands in some hot water! Mark and Lorraine revisit Jack Trout's 2001 book, Big Brands – Big Trouble, and share some more recent examples of big brands making not-so-smart moves. The positioning duo walks through the nine mistakes codified in Trout's book, then provides a definition of each mistake before sharing meaningful examples of what's right - and wrong - with some Big Brands!Spend 30ish with Mark and Lorraine as they talk all things marketing, advertising, and positioning.
Chapter 1 What's Marketing Warfare Book by Jack Trout"Marketing Warfare" is a book written by Jack Trout and Al Ries in 1986. It outlines marketing strategies and tactics that can be used to gain a competitive advantage in the marketplace. The book draws parallels between military warfare and marketing, and provides insights on how companies can effectively position themselves in the market to outmaneuver their competitors. It emphasizes the importance of focusing on the competition, defining a unique positioning, and exploiting weaknesses in the market to gain market share.Chapter 2 Is Marketing Warfare Book A Good Book"Marketing Warfare" by Jack Trout is often considered a classic in the field of marketing strategy. The book focuses on the concept of applying military strategies to marketing and competing in the marketplace. It offers valuable insights and strategies for businesses looking to gain a competitive advantage. Many readers find the book to be informative and thought-provoking. If you are interested in marketing strategy, competitive positioning, and business competition, then "Marketing Warfare" could be a good book for you.Chapter 3 Marketing Warfare Book by Jack Trout Summary"Marketing Warfare" by Jack Trout and Al Ries is a classic marketing book that outlines strategies for companies to gain a competitive advantage in the marketplace. The book is based on the principles of military strategy and offers insights on how companies can outmaneuver their competitors.Key points discussed in the book include:1. The importance of focusing on the competition: Trout and Ries argue that companies should always be aware of what their competitors are doing and develop strategies to differentiate themselves in the market.2. Positioning: The authors emphasize the importance of positioning a company in the minds of consumers. They argue that companies should strive to occupy a unique position in the marketplace that sets them apart from competitors.3. Offensive and defensive strategies: Trout and Ries outline various offensive and defensive strategies that companies can use to gain a competitive advantage. These include being the first mover in a market, attacking a competitor's weaknesses, and defending against attacks from competitors.4. The importance of leadership: The authors stress the role of leadership in marketing warfare and argue that companies need strong leadership to succeed in the marketplace.Overall, "Marketing Warfare" provides valuable insights for companies looking to gain a competitive advantage in the marketplace. The book is a useful resource for marketers and business leaders looking to develop effective marketing strategies. Chapter 4 Marketing Warfare Book AuthorJack Trout is a renowned marketing strategist and author who released the book "Marketing Warfare" in 1986. The book introduces the concept of marketing strategies based on military tactics, emphasizing the importance of focus, differentiation, and positioning in the competitive marketplace.In addition to "Marketing Warfare," Jack Trout has written several other books on marketing and branding, including "Positioning: The Battle for Your Mind" (co-authored with Al Ries), "Differentiate or Die: Survival in Our Era of Killer Competition," and "The 22 Immutable Laws of Marketing" (also co-authored with Al Ries).Among all of his books, "Positioning: The Battle for Your Mind" is considered one of the best in terms of editions and impact on the field of marketing. This book, first published in 1981, explores the concept of positioning a company, product, or service in the minds of consumers to create a distinct and favorable image. It has...
The Marketing Mix: Thought-starters for B2B Business Leaders
Positioning is a fundamental part of marketing strategy. But it's not always explicitly defined, particularly in small, fast-growing companies. In many cases, it's based purely on the original intent of the founder, and reflects early-adopters. But as a business scales, it's worth taking time to think through the Why/Who/How of your product or service, so you can develop the messaging and the Go-To-Market strategy that's going to have an impact.Sharon Scott knows how to craft a positioning statement. As a marketing strategist and founder of OtterScope, Sharon works with companies to define their place in the market. And in this episode of The Marketing Mix, she shares the frameworks and strategies she uses to get to the “why” of brands and products.We also discuss how marketing acts as the bridge between internal stakeholders, and the alignment of Product and Marketing teams. And Sharon shares some thoughts on how AI might be used to assist in customer research and the positioning process.Key Takeaways:Positioning considers the "why" of a product combined with the "who" of the target audience, along "how" the brand adds valueEven for tech products, a user's emotional response is an important part of the positioningDon't underestimate the value of unplanned, casual conversations across teams to break out of the silosAI tools might not be ready to play a major role in positioning, but they can help with early customer research tasksConnect with Sharon: Find Sharon on LinkedInAnd check out OtterScopeA couple of good reads:Positioning: The Battle for Your Mind - by Al Ries and Jack Trout. One of the classic books on the subjectCrossing the Chasm by Geoffrey Moore. I mention this during the conversation with Sharon
Sports + Outdoor Mentors is a source of inspiration, motivation, practical career, and business lessons for future and existing sports and outdoor industry leaders. Join us every Sunday for a new episode. In this episode, Daniel Macaulay, Founder of Brandwave Marketing, shares insights into life-changing events, identifying his why and following it, bad decisions and much more. Daniel Macaulays'
We're back this week with one of our most popular episodes of 2023, featuring April Dunford. Product positioning will make or break your startup. Go toe-to-toe with multinational trillion-dollar behemoths and the likelihood of success is minute. Restructure your approach to target a different group and you can one-day “dab [your] tears with the money”. Researched ways on how to develop your product position and still feel stuck? Don't fret! Yaniv and Chris are back this week with a super special guest - April Dunford, author of “Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it” and podcast host “Positioning with April Dunford”. Sit back and get ready to take some notes as April, Chris and Yaniv break down product positioning for startup. Along the way she shares the concept of positioning baggage, the three styles of product positioning from her book, why product market fit is not a useful thing for startups - just a vibe created by VC, discuss examples of Salesforce and Snowflake and share snippets from Jack Trout's Positioning the Battle for Your Mind and Peter Thiel's Zero to One. There is so much to learn from this episode we highly recommend listening to it twice! Episode Links Order April's book “Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy It, Love it”: https://www.amazon.com.au/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005/ Checkout April's website: https://www.aprildunford.com/ Listen to April's podcast “Positioning with April Dunford”: https://www.positioning.show/ Follow April on Linkedin: https://www.linkedin.com/in/aprildunford/ Follow April on Twitter: @aprildunford The Pact Honour The Startup Podcast Pact! If you have listened to TSP and gotten value from it, please: Follow, rate, and review us in your listening app Follow us on YouTube Give us a public shout-out on LinkedIn or anywhere you have a social media following Key links The Startup Podcast is sponsored by Vanta. Vanta helps businesses get and stay compliant by automating up to 90% of the work for the most in demand compliance frameworks. With over 200 integrations, you can easily monitor and secure the tools your business relies on. Go to www.vanta.com/tsp for 20% off their incredible offer. Follow us on YouTube for full-video episodes: https://www.youtube.com/channel/UCNjm1MTdjysRRV07fSf0yGg Get your question in for our next Q&A episode: https://forms.gle/NZzgNWVLiFmwvFA2A The Startup Podcast website: https://tsp.show Learn more about Chris and Yaniv Work 1:1 with Chris: http://chrissaad.com/advisory/ Follow Chris on Linkedin: https://www.linkedin.com/in/chrissaad/ Follow Yaniv on Linkedin: https://www.linkedin.com/in/ybernstein/ Credits Lovingly handcrafted for the global startup community by: Editor: Justin McArthur Associate Producer: Aidan Cousins Intro Voice: Jeremiah Owyang
It's birthday week and I have a gift of resources for you. Here's the links I mention at the end: Sales Leadership: Mike Weinberg. I've read three of his books and was a regular listener to his podcast when I was a sales manager. I was part of his launch team for his latest book, First Time Manager: Sales. Check him out here: https://mikeweinberg.com/ Marketing guru Seth Godin. A thought leader and I see he also has a podcast that I'm going to subscribe to: https://www.sethgodin.com/ Roy H. Williams, aka The Wizard of Ads, besides his books on marketing, he publishes a weekly newsletter called the Monday Morning Memo that includes a rabbit hole that often is fun and intriguing. http://www.rhw.com/youll-laugh-youll-cry/ is the link to his books and here's the link to his MMM: https://www.mondaymorningmemo.com/ Art Sobczak has sales books that I've bought along with a podcast and blog at: https://businessbyphone.com/ There are three others that I'm going to recommend that had an impact on me 20, even 30 years ago: Harvey MacKay https://harveymackay.com/ Harvey's first two books on sales were so influential that my first year as sales manager I gave my team their own copy of them for their own use. Trout & Ries. Al Ries and Jack Trout launched a series of books on Branding and Marketing in the 1970's that I discovered when I started in the ad world in 1986. Al passed away just last year and his partner and daughter continues his work. https://www.ries.com/books/ The last recommendation is a book that I re-read every few years as a reminder of how to approach sales. Frank Bettger penned the book How I Raised Myself From Failure to Success in the 1940's and here's an Amazon link: https://www.amazon.com/Raised-Myself-Failure-Success-Selling/dp/067179437X See omnystudio.com/listener for privacy information.
Dr. Tanweer Alam is Global Marketing Director for Kemin Nutrisurance.With a background in animal health, as well as time served in the Indian military, Tanweer has had a fascinating journey to become the talented and passionate marketing professional and leader that he is today, and he takes us through that journey in today's episode. He also discusses how marketing strategy fits within his company's broader business objectives.Kemin is a human and animal nutrition product and service provider, and Tanweer's business, Kemin Nutrisurance, is a global leader in pet food and rendering technologies.In this episode:Tanweer talks us through his journey as a marketing professional and how is background in veterinary science and the Indian military, as well as in sales, have positively shaped him as a business and marketing leader and influenced his career to date.Focusing on his own sector, Tanweer talks about the increasing challenges around market segmentation, and indeed sub-segmentation, and the importance of well-defined messaging.He talks about emerging growth markets for pet ownership as well as the impact that the COVID pandemic had on the serious problem of pet abandonment.Tanweer talks about the importance of ‘thinking big' when it comes to international marketing as well as maintaining stability within the marketing team, while at the same time being agile and responsive.He talks about how some of the marketing world's most prominent academic literature continues to influence him, including Positioning: The Battle for Your Mind by Al Ries and Jack Trout, as well as The Fortune at the Bottom of the Pyramid by C.K. Prahalad and Stuart L. Hart.Tanweer discusses some of the latest innovations in content marketing and how AI can improve our understanding of personas.
Obvious Adams, a short-read pamphlet, has influenced millions across the globe for its obvious principles. Mark and Lorraine talk through the five tests of obviousness and how it influenced Jack Trout's last book, In Search of the Obvious. Learn how positioning is directly related to the five tests of obviousness and why finding a position can be problematic if it doesn't pass the "obvious" sniff test.Spend 30-ish with Mark and Lorraine to learn more about advertising, marketing, and positioning.
“Writers without niches are starving artists. Because again, they're just competing in these massive competitions. Writers with niches are category kings.” — Nicolas Cole Nicolas Cole shares the lessons he's learned as one of the internet's most-read writers, including why he's fascinated with reverse engineering written work—from James Patterson novels to Twitter threads—into templates writers can use, why all great writing changes the reader, why his superpower is his ability to endure boring things for longer than others, and so much more. EPISODE GUIDE AND TRANSCRIPT https://www.outlieracademy.com/episode/140 WATCH THIS EPISODE ON YOUTUBE https://youtube.com/playlist?list=PL5QJhLoabFV1ZZfgVIIWmGqjKzbhe0N7o CHAPTERS (00:00:00) - Introduction (00:07:37) - Service Businesses, Linear vs Infinite Scaling, and Picking a Bag of Problems (00:10:02) - Ship 30 for 30 and Finding Your Niche (00:17:01) - The Origin Story of Category Pirates and Snow Leopard (00:20:13) - Category Creation, Competition, and Being Different vs Better (00:28:48) - Content-Free Content and Blinding Glimpses of the Obvious (00:35:34) - The Content Pyramid: Levels One, Two, and Three (00:49:44) - The Content Pyramid: Level Four (Making Non-Obvious Connections) (00:55:32) - Debunking Common Myths About Writing and Category Creation (01:04:10) - The Difference Between More Views and More Dollars (01:11:37) - What is Category Creation? (01:14:27) - How to Create a Category: Weird Problem + Weird Solution ABOUT THE BOOK Snow Leopard: How Legendary Writers Create A Category Of One by Category Pirates (Nicolas Cole, Christopher Lochhead, and Eddie Yoon) shares why all legendary writers who stand the test of time create a category of one. In decades past, David Ogilvy, Gary Halbert, Leo Burnett, Gary Bencivenga, Al Ries & Jack Trout, and many more master communicators have all written about the psychology behind how messages spread. Snow Leopard builds on their work with dozens of new insights and frameworks, and brings category creation and design into the digital age.
Product positioning will make or break your startup. Go toe-to-toe with multinational trillion-dollar behemoths and the likelihood of success is minute. Restructure your approach to target a different group and you could one-day be the industry-leader yourselves. Researched ways on how to develop your product position and still feel stuck? Don't fret! Yaniv and Chris are back this week with a super special guest - April Dunford, author of “Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy it, Love it” and podcast host “Positioning with April Dunford”. Sit back and get ready to take some notes as April, Chris and Yaniv break down product positioning for startup. Along the way she shares the concept of positioning baggage, the three styles of product positioning from her book, why product market fit is not a useful thing for startups - just a vibe created by VC, discuss examples of Salesforce and Snowflake and share snippets from Jack Trout's Positioning the Battle for Your Mind and Peter Thiel's Zero to One. There is so much to learn from this episode we highly recommend listening to it twice! Episode Links Order April's book “Obviously Awesome: How to Nail Product Positioning so Customers Get it, Buy It, Love it”: https://www.amazon.com.au/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005/ Checkout April's website: https://www.aprildunford.com/ Listen to April's podcast “Positioning with April Dunford”: https://www.positioning.show/ Follow April on Linkedin: https://www.linkedin.com/in/aprildunford/ Follow April on Twitter: @aprildunford The Pact Honour The Startup Podcast Pact! If you have listened to TSP and gotten value from it, please: Follow, rate, and review us in your listening app Follow us on YouTube Give us a public shout-out on LinkedIn or anywhere you have a social media following Key links The Startup Podcast is sponsored by UntilNow, a next-generation agency and venture studio https://www.untilnow.com.au/ Follow us on YouTube for full-video episodes: https://www.youtube.com/channel/UCNjm1MTdjysRRV07fSf0yGg Get your question in for our next Q&A episode: https://forms.gle/NZzgNWVLiFmwvFA2A The Startup Podcast website: https://tsp.show Learn more about Chris and Yaniv Work 1:1 with Chris: http://chrissaad.com/advisory/ Follow Chris on Linkedin: https://www.linkedin.com/in/chrissaad/ Follow Yaniv on Linkedin: https://www.linkedin.com/in/ybernstein/
What a beautiful book and what a beautiful day
Launching a startup in today's highly competitive business landscape can be challenging, particularly in the medical field. However, physician entrepreneurs are uniquely positioned to identify gaps in the market and develop innovative solutions that improve patient outcomes.Join this conversation where we dive into the world of physician entrepreneurship with two experts in the field, Todd and Kim Saxton. Both professors for a physician MBA program at Indiana University have extensive experience working with doctor entrepreneurs and have been advisors, consultants, and board members for numerous physician-led businesses.In this podcast, we explore the various paths that physician entrepreneurs can take, including angel investing and innovation within the medical field. We also discuss the common pitfalls that physician-led startups face and strategies to avoid them. Whether you're a medical practitioner exploring entrepreneurship or an investor looking to support physician-led startups, this episode offers valuable insights and practical tips to help you succeed in this exciting field.Key Highlights from the Show[00:01] Episode intro and a quick bio of the guests, Todd & Kim Saxton[02:38] A quick background of Todd & Kim Saxton and how they got into what they do[04:04] Why Kim decided to shift to marketing at MIT[06:28] Why medicine is both a science and art[11:05] Risk vs uncertainty in a physician's business[16:42] Different paths to entrepreneurship for physicians[19:03] Other avenues that medical graduates go to apart from medical fields[26:11] Entrepreneurship mistakes and how to avoid them[27:48] Three things that sink many of the startup ships[33:34] What physician startups can improve on[41:13] What Todd & Kim wishes to have put more resources into their entrepreneurship journey[43:05] Best ways to reach out and connect with the guestsNotable Quotes Being in medicine is not only a science but also an art. You can have great qualifications, but if you lack the art of communicating with your patients. You will not help them. [06:28]Everyone is good at a certain phase of business. [26:11]As a startup, you must know where to put emphasis. It is much better to focus on the why than on the how and what. [30:21]Resources MentionedThe 22 Immutable Laws of Marketing: Violate Them at Your Own Risk! by Al Ries and Jack Trout: https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/dp/0887306667The Titanic Effect: Successfully Navigating the Uncertainties that Sink Most Startups by Todd & Kim Saxton: https://www.amazon.com/Titanic-Effect-Successfully-Navigating-Uncertainties/dp/1642792144Connect With Todd & Kim SaxtonWebsite: https://www.titaniceffect.com/LinkedIn: http://www.linkedin.com/in/profmkimsaxtonFacebook: https://www.facebook.com/TitanicEffect/ Thank you for listening to FROM MD To Entrepreneur PodcastTune in every Wednesday, 5 AM PST. Follow Us on our socials Instagram - https://www.instagram.com/frommdpodcast/ LinkedIn - https://www.linkedin.com/company/from-md-to-entrepreneur/ Website - https://www.frommd.com/episodes/
What are first principles? And are there any for e-commerce sellers? In this episode we'll explore that topic and explain how e-commerce first principles apply to your business in a powerful way. What you'll learn The 3 Parts Of 1st Principles Thinking Applied To e-commerce. They are: 1.Identify and define your current assumptions. 2.Break down the problem into it's fundamental principles. 3.Create new solutions The 5 Questions To Ask Yourself To Apply 1st Principles To E-commerce. They are: 1.What Am I working on right now? 2.What assumptions do I have about how this will help me? 3.Why do I think it will add business value? 4.How much am I spending in time or money? 5.Which basic economic or psychological principles involved? What Elon Musk Says about 1st Principles Thinking. Resources Mentioned The Goal, Eliyahu Godratt E-myth Revisited Blue Ocean Strategy Marketing Warfare (Al Reis & Jack Trout)
What are first principles? And are there any for e-commerce sellers? In this episode we'll explore that topic and explain how e-commerce first principles apply to your business in a powerful way. What you'll learn The 3 Parts Of 1st Principles Thinking Applied To e-commerce. They are: 1.Identify and define your current assumptions. 2.Break down the problem into it's fundamental principles. 3.Create new solutions The 5 Questions To Ask Yourself To Apply 1st Principles To E-commerce. They are: 1.What Am I working on right now? 2.What assumptions do I have about how this will help me? 3.Why do I think it will add business value? 4.How much am I spending in time or money? 5.Which basic economic or psychological principles involved? What Elon Musk Says about 1st Principles Thinking. Resources Mentioned The Goal, Eliyahu Godratt E-myth Revisited Blue Ocean Strategy Marketing Warfare (Al Reis & Jack Trout)
Three of my favorite takeaways from "The 22 Immutable Laws of Marketing" by Al Ries and Jack Trout. This book has been a marketing classic for over 30 years and provides valuable insights into the world of marketing. Buy a personalized video greeting for your team or a Zoom drop-in or keynote on ThinkersOne:https://thinkersone.com/collections/featured-though-leaders/products/emily-binder?variant=41990647480488Rate / review / subscribe to this show as a podcast or Alexa Flash Briefing: emilybinder.com/podcastBook a coaching session: emilybinder.com/callFollow me/connect:My website | LinkedIn | Twitter | Instagram | TikTok | YouTube | Get email updates Hosted on Acast. See acast.com/privacy for more information.
Discover how to find a competitive position using market mapping and a positioning matrix.
On this episode of DWB, I continue our conversation on Category Design, by discussing The Law of Category from the book, The 22 Immutable Laws of Marketing by Al Reis and Jack Trout. Be sure to subscribe to the Dog Whistle Brand Newsletter on Substack here: www.dogwhistlebranding.comOrder my book, “Black Veteran Entrepreneur” here: https://amzn.to/3gme7kg“How to Start a Business or Podcast From Scratch” by Tim Ferriss: https://www.youtube.com/watch?v=ymiBDged-eQThe 22 Immutable Laws of Marketing by Al Reis & Jack Trout: https://amzn.to/3HMOVPq
The most wasteful thing you can do in marketing is to try to change a mind. Instead, set yourself up as first in a category. It's a much easier hill to climb.Marketing is about perception, not product. This is a key concept in the book "The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk " by Al Ries and Jack Trout. Ries and Trout write:There are no best products. All that exists in the world of marketing are perceptions in the minds of the customer or prospect. The perception is the reality. Everything else is an illusion.What comes to mind for you after Uber, Band-Aid, Kleenex, and Rollerblade? Chime in: comment on my LinkedIn post here or my tweet here with your favorite top products or brands in their categories.Your challenge heading into Q1: Find a way to be the first or only in a category. It will probably be a derivative of the category you're already in (like Amelia Earhart being the first woman to fly solo across the Atlantic vs. the second person to do so - which is forgettable). Get creative. #positioningSubscribe free or rate & review this show: emilybinder.com/podcastFollow me on social:LinkedIn | Twitter | Instagram | YouTube | Get email updates Hosted on Acast. See acast.com/privacy for more information.
Nicolas Cole shares the lessons he's learned as one of the internet's most-read writers, including why he's fascinated with reverse engineering written work—from James Patterson novels to Twitter threads—into templates writers can use, why all great writing changes the reader, why his superpower is his ability to endure boring things for longer than others, and so much more. “Writers without niches are starving artists. Because again, they're just competing in these massive competitions. Writers with niches are category kings.” — Nicolas Cole EPISODE GUIDE (LINKS, QUOTES, NOTES, AND BOOKS MENTIONED) https://www.danielscrivner.com/notes/snow-leopard-nicolas-cole FULL TEXT TRANSCRIPT https://www.danielscrivner.com/notes/snow-leopard-nicolas-cole-transcript CHAPTERS (00:00:00) - Introduction (00:07:37) - Service Businesses, Linear vs Infinite Scaling, and Picking a Bag of Problems (00:10:02) - Ship 30 for 30 and Finding Your Niche (00:17:01) - The Origin Story of Category Pirates and Snow Leopard (00:20:13) - Category Creation, Competition, and Being Different vs Better (00:28:48) - Content-Free Content and Blinding Glimpses of the Obvious (00:35:34) - The Content Pyramid: Levels One, Two, and Three (00:49:44) - The Content Pyramid: Level Four (Making Non-Obvious Connections) (00:55:32) - Debunking Common Myths About Writing and Category Creation (01:04:10) - The Difference Between More Views and More Dollars (01:11:37) - What is Category Creation? (01:14:27) - How to Create a Category: Weird Problem + Weird Solution ABOUT THE BOOK Snow Leopard: How Legendary Writers Create A Category Of One by Category Pirates (Nicolas Cole, Christopher Lochhead, and Eddie Yoon) shares why all legendary writers who stand the test of time create a category of one. In decades past, David Ogilvy, Gary Halbert, Leo Burnett, Gary Bencivenga, Al Ries & Jack Trout, and many more master communicators have all written about the psychology behind how messages spread. Snow Leopard builds on their work with dozens of new insights and frameworks, and brings category creation and design into the digital age.
We spoke with 100 marketing leaders and asked 3 questions: What marketing podcast delivers the most value to you? What is your ALL TIME favorite book on marketing? What's a RECENT book on marketing you've loved? In this roundtable discussion Benji, James, and Dan breakdown the findings. Books mentioned: Tipping point by Malcom Gladwell Linchpin by Seth Godin Crossing the Chasm by Geoffrey Moore Play Bigger by Christopher Lochhead Thinking fast & slow by Daniel Kahneman 22 Immutable laws of marketing by Al Ries and Jack Trout Podcasts Mentioned: B2B Growth Seeking Wisdom State of Demand Gen How I built this Lochhead on Marketing Flip my Funnel HBR The Bigger Narrative
How do you position yourself uniquely so that you can win more often? In this episode of Real Relationships Real Revenue, I'm diving into the topic of positioning. I have found that this is very rarely taught but it's a critical skill to make yourself unique in the mind of the buyer. I'm sharing tips for creating your three key messages, how to become more memorable, pro tips for communicating, and so much more so that you can truly stand out amongst the competition. Topics We Cover in This Episode: The law of positioning Why people don't care about your accolades The three words to use when talking to a client Why three is the perfect number Why you need to include three reasons a client should work with you The research that supports this method Why 3s and 4s are more memorable The three levels at which you might talk about your positioning Why it's up to you to determine how to add more value The five things you need to choose your three key messages The four reasons that clients choose someone else When to be bold in your positioning Using one to two words per message How exactly to word your three messages The benefits of using rhyming or alliteration It is up to you to figure out how you're clearly going to add more value than anybody else. Boil it down to three things, because that's more believable and memorable to your clients. Show how in this exact position, you are going to provide a unique value. Make sure your team is on board so everything is aligned and make sure you learn how to communicate effectively using the tips I shared today so that clients will choose you more often. If you do these things right and embed them in your habits, you can use them forever! Resources Mentioned: Read the Cryder research Read Dr. Suzanne Shu's research Read the Rouder research about 3s Check out the positioning Wikipedia page Get the Al Ries and Jack Trout book on positioning Read the study about rhyming
How do you position yourself uniquely so that you can win more often? In this episode of Real Relationships Real Revenue, I'm diving into the topic of positioning. I have found that this is very rarely taught but it's a critical skill to make yourself unique in the mind of the buyer. I'm sharing tips for creating your three key messages, how to become more memorable, pro tips for communicating, and so much more so that you can truly stand out amongst the competition. Topics We Cover in This Episode: The law of positioning Why people don't care about your accolades The three words to use when talking to a client Why three is the perfect number Why you need to include three reasons a client should work with you The research that supports this method Why 3s and 4s are more memorable The three levels at which you might talk about your positioning Why it's up to you to determine how to add more value The five things you need to choose your three key messages The four reasons that clients choose someone else When to be bold in your positioning Using one to two words per message How exactly to word your three messages The benefits of using rhyming or alliteration It is up to you to figure out how you're clearly going to add more value than anybody else. Boil it down to three things, because that's more believable and memorable to your clients. Show how in this exact position, you are going to provide a unique value. Make sure your team is on board so everything is aligned and make sure you learn how to communicate effectively using the tips I shared today so that clients will choose you more often. If you do these things right and embed them in your habits, you can use them forever! Resources Mentioned: Read the Cryder research Read Dr. Suzanne Shu's research Read the Rouder research about 3s Check out the positioning Wikipedia page Get the Al Ries and Jack Trout book on positioning Read the study about rhyming
How do you position yourself uniquely so that you can win more often? In this episode of Real Relationships Real Revenue, I'm diving into the topic of positioning. I have found that this is very rarely taught but it's a critical skill to make yourself unique in the mind of the buyer. I'm sharing tips for creating your three key messages, how to become more memorable, pro tips for communicating, and so much more so that you can truly stand out amongst the competition. Topics We Cover in This Episode: The law of positioning Why people don't care about your accolades The three words to use when talking to a client Why three is the perfect number Why you need to include three reasons a client should work with you The research that supports this method Why 3s and 4s are more memorable The three levels at which you might talk about your positioning Why it's up to you to determine how to add more value The five things you need to choose your three key messages The four reasons that clients choose someone else When to be bold in your positioning Using one to two words per message How exactly to word your three messages The benefits of using rhyming or alliteration It is up to you to figure out how you're clearly going to add more value than anybody else. Boil it down to three things, because that's more believable and memorable to your clients. Show how in this exact position, you are going to provide a unique value. Make sure your team is on board so everything is aligned and make sure you learn how to communicate effectively using the tips I shared today so that clients will choose you more often. If you do these things right and embed them in your habits, you can use them forever! Resources Mentioned: Read the Cryder research Read Dr. Suzanne Shu's research Read the Rouder research about 3s Check out the positioning Wikipedia page Get the Al Ries and Jack Trout book on positioning Read the study about rhyming
In the last few episodes, we have talked all about the science of positioning. We talked about how to show your clear value and how to be more believable and memorable to clients when you're sharing why they should work with you. In this episode of Real Relationships Real Revenue, we're talking about how to get your team together to have a discussion on the five key elements to arrive at your three key messages. Topics We Cover in This Episode: The five things you need to choose your three key messages The four reasons that clients choose someone else When to be bold in your positioning This is a very important conversation and you want to have it at the very beginning of this process. If you do this, then throughout your communication, proposal, and any other formal or informal process when the stakes are high, you will have your three key messages ready to go which will set you apart. Your team will buy into this better if they're the ones shaping it, so make sure to get everyone involved in the process. When you do it upfront, everything is aligned throughout the entire process. Make sure to check out the Wikipedia page on positioning. You can also grab the Al Ries and Jack Trout book on positioning if you want to go deeper and make sure to get the 20th-anniversary edition NOT the original because it has pictures and illustrations. Resources Mentioned: Check out the positioning Wikipedia page Get the Al Ries and Jack Trout book on positioning
In the last few episodes, we have talked all about the science of positioning. We talked about how to show your clear value and how to be more believable and memorable to clients when you're sharing why they should work with you. In this episode of Real Relationships Real Revenue, we're talking about how to get your team together to have a discussion on the five key elements to arrive at your three key messages. Topics We Cover in This Episode: The five things you need to choose your three key messages The four reasons that clients choose someone else When to be bold in your positioning This is a very important conversation and you want to have it at the very beginning of this process. If you do this, then throughout your communication, proposal, and any other formal or informal process when the stakes are high, you will have your three key messages ready to go which will set you apart. Your team will buy into this better if they're the ones shaping it, so make sure to get everyone involved in the process. When you do it upfront, everything is aligned throughout the entire process. Make sure to check out the Wikipedia page on positioning. You can also grab the Al Ries and Jack Trout book on positioning if you want to go deeper and make sure to get the 20th-anniversary edition NOT the original because it has pictures and illustrations. Resources Mentioned: Check out the positioning Wikipedia page Get the Al Ries and Jack Trout book on positioning
In the last few episodes, we have talked all about the science of positioning. We talked about how to show your clear value and how to be more believable and memorable to clients when you're sharing why they should work with you. In this episode of Real Relationships Real Revenue, we're talking about how to get your team together to have a discussion on the five key elements to arrive at your three key messages. Topics We Cover in This Episode: The five things you need to choose your three key messages The four reasons that clients choose someone else When to be bold in your positioning This is a very important conversation and you want to have it at the very beginning of this process. If you do this, then throughout your communication, proposal, and any other formal or informal process when the stakes are high, you will have your three key messages ready to go which will set you apart. Your team will buy into this better if they're the ones shaping it, so make sure to get everyone involved in the process. When you do it upfront, everything is aligned throughout the entire process. Make sure to check out the Wikipedia page on positioning. You can also grab the Al Ries and Jack Trout book on positioning if you want to go deeper and make sure to get the 20th-anniversary edition NOT the original because it has pictures and illustrations. Resources Mentioned: Check out the positioning Wikipedia page Get the Al Ries and Jack Trout book on positioning
How do we break through the noise in the market place? This week's entrepreneur's book for the Leaders Are Readers Series is a classic marketing book with a lot of gems on how to remain top of mind to your ideal customer. Here's a link to the book:Positioning: The Battle For Your Mind by Al Ries, Jack Trout, et. al.For a FREE review on the book go to ⬇️https://www.reinventingperspectives.com/post/leaders-are-readers-series-7-positioning-the-battle-for-your-mind-by-al-ries-jack-trout-et-al Episode mentioned:Stop Jumping On Every Marketing Trend with Small Business Marketing Expert, Michael DeLon Time to REINVENT! #CounterCultureSuccessLet's connect on Instagram
We are delighted to be speaking with Leanne Calderwood today! Leanne trains people in the meetings and event industry. She is an expert in personal branding and has tons of experience with venue selection and meeting planning. In this episode, Leanne shares her experience. She talks about personal branding and positioning and explains how to leverage LinkedIn. She also shares some actionable tips for tweaking your LinkedIn profile. We hope you enjoy listening to today's informative conversation with Leanne Calderwood! Bio: Are you ready to step into the spotlight and stand out from your competition? Let me help guide the way! I'm here to simplify the world of personal branding and LinkedIn so you can create a compelling brand and start attracting leads and opportunities. Why should we be building our brands and LinkedIn presence in hospitality? ⭐To increase trust with our customers ⭐To shorten the path-to-purchase for potential clients ⭐To differentiate yourself from your competition ⭐To attract leads to your product/service ⭐To attract opportunities to you personally! Here is whom I love to help:
Khác Biệt Hay Là Chết -Jack Trout và Steve Rivkin
As a business leader, how do you think about a recession, and what's your approach? Hint: It's not the strongest that will survive, but the ones who respond best to change. Kipp and Kieran give tangible advice on what will make or break your business in the next 24 months, companies that made strategic choices to grow, what happens if your targeting is too broad, and more! Plus, We answer one of YOUR questions. Shoutout to user Write.Edit.Repeat. for leaving their review! Do you want to be the next featured listener question? Leave your questions in the reviews and we may feature you next. Things Mentioned: Shaan Puri's thread on companies that made strategic choices to grow https://twitter.com/ShaanVP/status/1529900270481596417 Tweet on Cinnamon Whiskey https://twitter.com/noahsfriedman/status/1529919311351009292 Tweet of Uber in Portland https://twitter.com/iamjasonlevin/status/1529901811183800331 Tweet on Aol CD delivery in US https://twitter.com/jonathansenin/status/1529917737547354112 Tweet on Cirque Du Soleil, Qualtrics, and Facebook https://twitter.com/grahamgintz/status/1529901696859656228 Andy John's Twitter https://twitter.com/ibringtraffic Positioning: The Battle for Your Mind by Al Ries and Jack Trout https://www.ries.com/books/ Sequoia Capital's presentation for portfolio companies https://content.fortune.com/wp-content/uploads/2022/05/Adapting_to_Endure_May_2022.pdf Alex Banks thread on takeaways from Sequoia Capital's presentation https://twitter.com/thealexbanks/status/1529865275876659218 The Coddling of the American Mind by Greg Lukianoff and Jonathan Haidt https://www.thecoddling.com/ Patrick Coleman on free marketing advice https://twitter.com/patrickscoleman/status/1529495625380679680 Thank you for tuning into Marketing Against The Grain! Don't forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934 If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends. We really appreciate your support. Links: Kipp Bodnar, https://twitter.com/kippbodnar Kieran Flanagan, https://twitter.com/searchbrat ‘Marketing Against The Grain' is a HubSpot Original Podcast // Brought to you by The HubSpot Podcast Network // Produced by Darren Clarke.
One of the common criticisms of Web3 is that new technologies like blockchains, smart contracts and NFTs have no real world applications. In this episode, Jacek gives us a dozen reasons why this way of thinking is so wrong. Tune in to find out why. About Jacek Artymiak Jacek is the founder of Certograph, a digital ID and crypto consultancy helping my clients move into the smart contracts and NFT space. Jack started out as an IT consultant in the e-commerce, media, and financial services space. He served as the Development Lead for the entity responsible for delivering the Open Banking Framework in the UK. He got interested in smart contract development in 2018 and started offering consultancy services in the crypto space in 2020. He is currently building a business-oriented NFT project and a digital identity framework for financial institutions interested in transacting over blockchain. Jacek's Recommendations 1. The Four Hour Work Week by Tim Ferris 2. Eat The Blocks 3. Positioning by Jack Trout and Al Ries Social Links 1. Jacek's Twitter 2. Jacek's LinkedIn 3. Certograph on LinkedIn 4. Callum's Twitter 5. The Web3 Podcast
A fantastic book titled "22 Immutable Laws of Marketing" written by Al Ries and Jack Trout. It's an excellent read. Presented in the video are seven laws out of 22. You would love the insights offered.
Phenom's Director of Product Marketing, Tom Tate, shares his perspective on how to start your marketing career path in product marketing, how to run effective 1-on-1 meetings, and what it takes to be a full-stack marketer.Connect with Tom Tate:via Linkedin: linkedin.com/in/tomtatejr/ -- (mention The Marketing Careers podcast!)via Twitter: @tnrtMarketing Resources mentioned:Radical Candor by Jill ScottPositioning: The Battle For Your Mind by Jack Trout and Al RiesThe Marketing Book Podcast with Douglass BurdettOther Marketing Career Resources:Get the guided support you need in your marketing career with dedicated TMH+ mentorship:- themarketinghelp.co/membership“The best investment I ever made in my career. The mentoring alone allows for guidance from someone that has ‘been there, done that' in every marketing scenario where I need help. My confidence is much higher and would recommend any marketer serious about their career to consider joining.” - Kisha V. - Director of Content MarketingAccess 200+ Marketing Career Resources - and more - as a Free TMH Member:- themarketinghelp.co/signupGet guided support on your marketing job search and successful interviews:- themarketinghelp.co/courses
Today's guest is April Dunford, positioning expert and the author of the book Obviously Awesome. April Dunford is an executive consultant, speaker, and author who helps companies make complicated products easy for customers to understand and love. She is a globally recognized expert in Positioning, having launched 16 products across her 25-year career as VP Marketing at a series of successful startups. Positioning as a concept has been around since 1969 when it was first introduced by Jack Trout and Al Ries. The idea became mainstream marketing knowledge after Ries and Trout published“Positioning: The Battle for Your Mind” in the early 80's and marketers have been taught this style of positioning ever since. Ries and Trout argued that Positioning was the solution to standing out in a noisy marketplace filled with too many products and too many marketing messages trying to promote them. Positioning is the act of giving those customers a map of the current landscape and then instructing them where they fit and why one solution is better than the others around them. April points out that positioning has a positioning problem today and provides a 10 step positioning playbook for companies and marketers to adopt. Developing a positioning statement is often done as a fill-in-the-blank “Mad Libs” exercise based on a template. In this podcast April tells us what good positioning should look like with examples. She wants us to be cognizant that the early adopting customers may not be your eventual mainstream ones (as Geoffrey Moore has written about in his iconic book Crossing the Chasm). The history of Twitter, is an example of how a venture whose founders thought it would do one thing ended up doing something entirely different once they were exposed to the market. Website: aprildunford.com LinkedIn: https://www.linkedin.com/in/aprildunford/ Twitter: @aprildunford --- Support this podcast: https://anchor.fm/shobhana-viswanathan/support
For those of you that are interested in learning about basic marketing principles and strategy, I'd like to recommend The 22 Immutable laws of marketing by Al Ries and Jack Trout. This is not a book review and I am not going to fully endorse this book, nor am I going to say that it's a waste of your time. This is just a summary of some of the points that the authors cover in the book which I found to be interesting and thought provoking. Maybe you'll gain a little nugget of information that will help you expand your marketing ideas and strategies . The premise behind this book is that in order for marketing strategies to work, they must be in tune with some quintessential force in the marketplace. Just as the laws of physics define the workings of the universe, so do successful marketing programs conform to the "22 Laws.” This book presents each law with illustrations of how it works based on actual companies and their marketing strategies. For example, the "Law of Focus" states that the most powerful concept in marketing is "owning" a word in the prospect's mind, such as Crest's owning cavities and Nordstrom's owning service. When it comes down to it, I don't entirely agree that any of the “laws” in this book are actually immutable. This book was written several decades ago at this point, so take all of this with a grain of salt. But it's an interested exploration and I thought it would be worthwhile to share a summary of each law. I'm sure you'll come away from this with an important nugget or idea that you can use in the future. Shownotes: The 22 Immutable Laws of Marketing Al Ries on Amazon Jack Trout on Amazon More about Al Ries More about Jack Trout About Sanctuary: Do you need a partner to help you with your PPC and SEO? The Academy is a service of Sanctuary and we can help you with all your digital marketing needs. We'd love to chat with you about how we can help you grow your business. Learn more about our digital marketing services here. Sanctuary, a digital marketing agency based in North Canton, Ohio, helps companies grow their businesses by developing and executing end-to-end marketing strategies. We believe in partnering with purpose to create and execute powerful marketing strategies accountable to measurable results. We partner with you to build custom websites and use marketing tactics such as search marketing, social media and email to drive leads and sales for your business. Our team comprises highly experienced and creative specialists in a range of digital marketing disciplines, from marketing strategy and execution, writing, visual design and development to social marketing, user experience design, analytics and more. We've been guiding passionate, thriving businesses like yours that serve owners, employees and communities since 2006. Learn more. --- Send in a voice message: https://anchor.fm/academy-podcast/message
#75 Audio Marketing is Changing the Game for Small Business Owners. Here's How. Audio marketing relies on (you guessed it!) audio for its output. It's not a new medium, we've all heard radio ads, but with the rise of smart speakers and apps such as Clubhouse, it is blowing up. If there's any time to dive into audio marketing, it's now. Arjun Rai is the Founder and CEO of Hello Woofy, an AI driven social audio, media, blogging, and smart speaker marketing platform. Arjun is committed to making it easy for small business owners to automate their marketing strategy and access audio marketing. Tune in to hear Arjun and our podcast host and CEO Daniel Budai to discuss: ✔️ Smart Speakers: Where Are We At? ✔️ How Do Small Ecommerce Owners Get Started with Smart Speaker Marketing? ✔️ Social Audio and Clubhouse ✔️ Hello Woofy and Its Integrations Smart Speakers: Where Are We At? Arjun predicts an exponential increase in audio devices. There are projected to be around half a billion smart devices around the world. Marketing studies show that the audio device industry grew between 30% to 50% in a single year. It's safe to say that the audio device industry is huge. And it's getting bigger. Habits are changing and people are now used to getting what they need on demand. “The core of the issue is that we need to let the underdogs, the small businesses, be a part of this infrastructure that I'm talking about.” Arjun believes that the coffee shop down the block should have the same infrastructure to deliver coffee when someone wants to order one on the TV, as well as the ability to stream content to customers. Hello Woofy is all about giving small businesses the same capabilities and opportunities as big companies. How do Small Ecommerce Owners Get Started With Smart Speaker Marketing? When ecommerce owners join the Hello Woofy platform, they create an app. Business owners choose their app background, logo, description etc. and Hello Woofy submits it to Amazon for approval. Once Amazon approves their app, ecommerce owners are able to upload products and services they want to sell, schedule video and audio content, and ping those all-important smart speakers. Customers can access your products and site with a simple mobile scan of their smart speaker or TV. “You'll be a part of a broadcasting network, a network that is only going to get bigger and bigger. And then you have the opportunity to collaborate with other small businesses within the Hello Woofy network. 2022 is going to be very exciting for small businesses.” Social Audio and Clubhouse Social audio, that is, social media that uses audio as their primary means of communication, really skyrocketed during 2020. What are Anjun's thoughts about social audio and the rise of social audio platforms such as Clubhouse? “You're going to have this massive adoption and then you're going to have normalisation. I'm on Clubhouse every single day.” A lot has changed in a short space of time. Two years ago we did not have the prolific social audio capabilities as we do today. Before 2020, there wasn't the same demand we have now for online conferences, meetups, workshops, and masterclasses. Clubhouse is a fantastic platform for entrepreneurs, coaches, and marketers to run their classes and promote themselves. Hello Woofy and Its Integrations Hello Woofy began as a social media platform before expanding to include blogging and audio marketing. Its social media scheduler uses AI to help users complete an optimized post. As soon as you start typing your post, Hello Woofy's AI completes the post with hashtag recommendations, emojis, and keywords. The same principle applies to blogs: Hello Woofy can autocomplete an entire blog article and schedule it like a social media post to blogging platforms such as WordPress. When Arjun and his team realised the extent to which audio marketing was going to take off, they expanded into the field. And they're not stopping there! Anjun revealed that Hello Woofy is looking into augmented reality. “Audio is here to stay. It's not just about speaking on Club, it's not just broadcasting on smart speakers, it's really about driving revenue.” Hello Woofy's smart speaker technology, content scheduling, and scannable conversions give ecommerce owners a direct connection to their customers in their living rooms, allowing them to build a DTC relationship. Visit Hello Woofy or follow Arjun on LinkedIn to find out more about audio marketing and what it can do for your business. Arjun's inbox is open for any suggestions on what Hello Woofy can do for the underdogs of ecommerce. If you're interested in owning a piece of Hello Woofy, invest for as little as $100 here. Something for the bookshelf? Daniel and Arjun highly recommend The 22 Immutable Laws of Marketingby Al Ries and Jack Trout. Follow Daniel Budai: Daniel's LinkedIn Daniel's Facebook
Two weeks ago, I appeared onscreen during a business symposium in Montreal to answer a series of questions about, “How to Advertise Effectively.”Toward the end of my hour with them, a person in the audience asked, “What do you consider to be the top 3 books about Advertising?” The moderator smiled and said, “I can answer that,” and held up copies of The Wizard of Ads, Secret Formulas of the Wizard of Ads, and Magical Worlds of the Wizard of Ads. The audience laughed. I smiled and shook my head, “no.” “Number one is Marketing Outrageously by Jon Spoelstra. Number two is The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. Number three is Ogilvy on Advertising.”The audience went silent as everyone wrote those titles down. Prior to the publication of Jon Spoelstra's book in 2001, my recommended reading list contained only two books. But I discovered a kindred spirit in Jon Spoelstra. Even better than that, the thing Jon does best is the very thing I try to avoid. Let's take a look at the similarities and differences between Jon and me.Similarities: Jon and I agree that it is your message, not the media, that determines your success or failure. Likewise, we agree on the vital importance of avoiding the predictable by employing the new, the surprising, and the different. Thirdly, we both appreciate the role of intuition and agree that, loosely speaking, rules are for fools. Difference: Jon enjoys making big things happen fast, I do not.* When your back is against the wall and time is of the essence, Jon is the man to call. On numerous occasions, Jon has generously agreed to teach at Wizard Academy and he's always done it for free. But now he needs something from you and me. Don't worry. Like all of Jon's offers, this one is irresistible: Jon has a new book coming out next month and he's giving each of us an immediate download of it in exchange for our promise to post a book review on Amazon. You can say whatever you like in the book review. The goal is for Jon to have at least 100 reviews posted on the day his book is officially launched. 100 Amazon reviews sounds like it would be easy to accomplish, right? Trust me, it's not. Are you in? https://bookhip.com/THTGXS (Here's where to begin.) Roy H. Williams *Although I understand how to make big things happen fast, I find the anxiousness of it to be exhausting. Adrenaline is not my friend. It gives most people an energizing rush of excitement, (flight,) but in me it triggers only the rage of combat, (fight.) Consequently, I avoid clients who need an immediate miracle. This is undoubtedly selfish of me, but hey, I'm self-indulgent. You already knew that, right? – RHW
Matthew Trifiro is the CMO of Vapor IO. As a multi-time CMO and CEO, Matt has a long track record helping companies achieve exponential growth. On this episode, Matt discusses the "dirty secret" of launch products, the best advice for a new CMO, and why he thinks press releases are useless. 6:30 - The most important skill for any marketer. 21:30 - The biggest myth about creating the iPhone. 25:28 - Figuring out what you are "the best and only" at. 39:00 - How PR and thought leadership change from B2B to B2C. 42:15 - Why press releases are useless. 55:05 - What Matt has learned about effective branding. 57:30 - Creating effective anchor content. 01:10:10 - Matt's best advice for a new CMO. Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world's #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast. To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com. Mentioned Resources: 1. The Atari ST Owners Manual Matt wrote. 2. The Reptilian video game Matt wrote. 3. The Swindled podcast (answer to lightning round Q). 4. Bloomberg entry for Wink Communications, early interactive TV company co-founded by Matt where he created the category of "enhanced broadcasting." 5. The original Positioning by Al Ries and Jack Trout. 6. The white/pink tuna story at Snopes.com. As suspected, it's apocryphal and has many versions, but it's still a great story. 7. State of the Edge. 8. Open Glossary of Edge Computing. 9. Ogilvy's The Man in the Hathaway Shirt
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