Purple Cow was the #1 bestselling marketing book on Amazon in 2003. Now in Free Prize Inside, Seth Godin is back with practical advice on how to put Purple Cow thinking to work inside your organization (big or small, profit or non) to MAKE SOMETHING HAPPEN. The next big marketing idea is a proven strategy for making your products or services so remarkable that they practically sell themselves.
Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?
Free Prize Inside delivers those answers and much more. It's a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But today's consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovation-a free prize inside.
You don't have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You don't have to be a genius-you just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.
We're all marketers now, no matter what our job titles. With Godin's help, we can find the free prize that will transform our companies.
Generally, its good, but.....
Author's voice is cool and friendly. He sounds like he's really talking to you and not reading. The inforamation is good, but there are so few, real, hard facts that it leaves you wanting more examples and details. He gives you some here and there, but does not go into deep detail on many. Don't get me wrong, I'm glad I bought it and would like to see 2010 materail, but I wish he would read this review and take time to give us, say, 5 detailed examples of each topic or point, ie: 2 example from the past with 3 example of today. I suspect that many people would say "This audio book was good, I'm just not sure why.".
Seth, if you're reading this, you're on the right track. I just need you to go at least 25% deeper into examples and lessons and less vague generalizations. YOU know the material and the background, now give US that info. It's like, Calculus is easy to the math teacher while we just get the tip of the iceberg. Break the next book into smaller chunks, but make the details "remarkable", as you say.
FYI: In Seth's "Purple Cow", the take away is: be a purple cow = stand out so you can't help but to be noticed and get their attention. I did this by putting a few flyers and business cards, with a hand-written note, all inside an envelope with the main contact person's name on it, then attached this to the top of a pizza box. I had the pizza delievered to a company and I called the pizza place and got feed back from the delivery guy. It REALLY got their attention and they laughed, smiled.....and ate pizza all afternoon. Guess who they were thinking and/or talking about that day for a few hours??? And yes, they called ME, despite all the other solicitors that just dropped off literature and business cards. I was the purple cow....and it only cost me about $17.00 for the pizzia and delivery. How's that for 'return on investment'!
See Seth? THIS is just a short example of what I mean about examples. Give us a pile of examples for each ideas you give us.
I'm looking forward to your new material!
Get ready to think.
Great for people that want to make a difference for the people they serve. @lead_by_change