Free Prize Inside
How to Make a Purple Cow
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- ¥710
発行者による作品情報
How to find the soft innovation that will make your product, service, school, church, or career worth talking about.
We live in an era of too much noise, too much clutter, too many choices, and too much spam. And as Seth Godin's 200,000-copy bestseller Purple Cow taught the business world, the old ways of marketing simply don't work anymore. The best way to sell anything these days is through word of mouth and the only real way to get word of mouth is to create something remarkable.
Free Prize Inside, the sequel to Purple Cow, explains how to do just that. It's jammed with practical ideas you can use right now to make your product or service remarkable, so that it will virtually sell itself.
Remember when cereal came with a free prize inside? Even if you already liked the cereal, it was the little plastic toy that made it irresistible. Godin explains how you can think of a bonus that will make your customers feel just as excited, no matter what business you're in. Consider these free prizes:
• The Tupperware party, which turned buying plastic bowls into a social event
• Flintstones vitamins, which turned a serious product into something fun
• The free change-counting machine at every Commerce Bank branch
• The little blue box from Tiffany, which makes people happy before they even open it
This book offers a way to create free prizes quickly, cheaply, and reliably and persuade others in your organization to help you bring them to life.
PUBLISHERS WEEKLY
A slapdash mix of insight, jargon, common sense, inspiration and hooey, Godin's follow up to last year's Purple Cow argues that the way to make any product a bestseller is to couple it with"a feature that the consumer might be attracted to" whether or not she really needs it or wants it."If it satisfies consumers and gets them to tell other people what you want them to tell other people, it's not a gimmick," he argues."It's a soft innovation." An entrepreneur, lecturer and monthly columnist for Fast Company, Godin knows his business history, and his book bursts with interesting case studies that define"free prize" thinking: e.g. Apple's iPod, Chef Boyardee's prehistoric pasta, AOL's free installation CDs. One of the problems with the book, however, is that its insistent use of needless jargon ("free prize,""purple cow,""edgecraft") clouds complicated issues and lumps dissimilar processes together."Fix what's broken," Godin advocates on one page."Inflame the passionate," he declares on another. Both of these ideas could certainly lead to business improvements, but they hardly use the same methods. Like Godin's last book, this volume reads like a sugar rush--fast and sweet--and this may propel the author back onto the bestseller lists. To help jumpstart his sales, Portfolio will be packaging the first few thousand copies of the book inside cereal boxes. Now that's quite a gimmick--er, soft innovation.
