We Are All Weird PDF Summary

We Are All Weird PDF Summary

Don’t take umbrage at the title, because Seth doesn’t attach a negative connotation to the concept of weirdness.

We are impelled to believe in things and opinions imposed upon us by those who don’t understand the power of individuality.

Being weird means being unique.

And whether we like it or not, society fuels this weirdness that has swept the world.

Without further ado, let’s get to the bottom of this phenomenon.

Who Should Read “We Are All Weird”? And Why?

Well, if you are a weirdo, why not?

All joking aside, the central premise behind this book explains the idea of not falling under the influence of the mass markets.

Inasmuch as we’d all enjoy developing into a self-reliant person, that’s not something everyone can pull off.

For this reason, we feel like “We are All Weird” is best suited for those people who share this fire to break out from the collective mindset.

About Seth Godin

Seth Godin

Seth is hailed as one of the top marketers of his generation. His books continue to lift the veil on various concepts that led people astray with regards to marketing, decision-making, and life in general.

He is the author of multiple bestsellers:

“We Are All Weird PDF Summary”

Before we go any further, it’s of utmost importance to list the Four Words, which Seth deems them to be genuine representatives of the trajectory of the market.

MASS is what has defined society as it is. Mass markets and mass demand have set the rules and helped us to improve our standard of living, among other things.

According to Seth, the urge to cover the basic human needs is labeled as “undifferentiated.”

NORMAL is what we call or name the middle, or someone would prefer other expressions such as “the majority.” You have to understand that being “Normal” is localized because the thing that makes you “Normal” in one area doesn’t apply in general.

So, marketers have tried to reach out to these masses and ultimately cater to their general demand.

WEIRD is when we label people who stand from the rest with regards to physical appearance, needs, and preferences.

Different by nature is not on the same wavelength as different by choice. Unlike the first part, your choices that don’t conform to the societal implications, also fall under the “Weird” category. It’s immensely helpful if you can be yourself at least to some extent and resist the temptation to take the general path.

RICH is Seth’s perspective of individuals who have the means and the wits to make choices. No one can argue that their freedom of choice is restricted in any way whatsoever, not by any stretch of the imagination.

It represents those who are entitled to utilize more resources, and allocate them in a way they deem fit. In all honesty, you don’t need a private jet nor a fancy car to be rich, because richness is predicated on your ability to interact with the market and satisfy your demands.

Enough about this, let’s take a sneak peek into why people feel the lingering need to belong somewhere.

As it turns out, people love to organize themselves in tribes or groups led by someone.

The digital age wastes no time in introducing the new outsider culture, which doesn’t resonate with the Normal part of the community.

Seth’s argument revolves around the inefficiency of pushing forward a uniform agenda that keeps all people under the same roof.

The idea of supporting the weird and eventually becoming one yourself should be the backbone of the new era.

The chances of implementing this on a larger scale are slim to none, but that mustn’t serve as an excuse to get the ball rolling.

So, how we should organize our societies and make headway in this process?

Since the beginning of time, people have been prone to select enemies and therefore justify their so-called thirst for domination.

In this book, the battle Seth is referring to is not a political standoff but manifests the stigma between the status quo of society and the Weird.

Part 1: Capitalism, Industry and the Power of Mass—and Its Inevitable Decline

As to the assertion made out by Seth, the weird aspect embedded into each and everyone one of us questions the moral high-ground of the masses. It’s by far the best way to understand the big picture and tackle the unconscious bias permeating the society.

Society prefers to stay clear of the outliers and indoctrinate young people by compelling them to lean on the good-old mass-market strategy.

It’s totally useless to rely on a system, contrived by organizations whose methods only exist to keep things running in their favor.

People are aversive to change, and the mass market only further endorses this behavior.

It all boils down to the characteristics of the mass market to create average products for average people in order to streamline their processes.

Let that sink in.

Take this for example: if the entire work of an organization pivots around the perpetual need to satisfy and sell to the masses, then a transition could prove to be costly. Even though it doesn’t seem like a big deal, it truly is.

For argument’s sake, Seth is not trying to teach you how to sell more goods, nor does he instruct you how to better position your company in the market.

The manifesto laid out here emphasizes freedom and the right to choose; a notion that correlates with weirdness.

You cannot deny the fact that we all share certain beliefs with others, but at the same time, we espouse different values and take refuge behind those values.

The 20th century had been turbulent by all accounts, and the businesses operating amid all the political and social struggles shaped the American business community.

Winning the mass market has been the end goal for every American company. In other words, the idea of selling a product to a large percentage of people, at a high price seemed to be the only driving factor.

Deserving the epithet of weird is reflected in the notion of being free to make up your mind. It manifests your fortitude to break the societal chains, and pave your own way.

Learning to appreciate your weirdness is not a foregone conclusion, but a way of life.

Part 2: The Four Forces for Weird

In his lifetime, Seth Godin has seen many changes, all of which can be attributed to the desire to stand out from the crowd. The need to be a part of a larger group and remain stuck in normality is slowly fading away.

In addition, Seth outlines four factors that affect our perception of the world.

Let’s have a glimpse into these forces:

Force One – Creation is amplified

Nowadays, it’s easier than ever to reach out to people, shift the perception of those around you, and help them adjust their mindset.

Through the power of the Internet, every person is able to take a critical view of the world, and advocate for a full-scale alteration.

Force two: Rich allows us to do what we want, and we want to be weird

It is crystal clear that one cannot undermine the continuity in the way individuals and groups address their problems. As you become richer, your instincts and interests begin to fluctuate and modify themselves.

In the last couple of years, we are witnessing an increase in productivity which also reflects in people’s weirdness in general.

As you can see, no one can deny this correlation and overlook the inevitable truth. As we are moving beyond the need for survival, we are starting to embrace aspects which appear eccentric and odd on the surface, but their depth is not questionable.

Force three: Marketing is far more efficient at reaching the weird

The barriers to entering a certain market and reaching out to people through a channel that resonates with them are slimmed down.

This opens up the door for enthusiasts and early-adopters alike to follow their vision.

Marketers no longer require an excessive budget to get the job done. Generally speaking, the preferences of the “weirdos” help marketers build their strategies along the lines of their target group.

Marketing is still the quickest way to introduce your product to the saturated marketplace; you better make it count!

Force four: Tribes are better connected

New tribes emerge on short notice, and you’ll find organizations and people dealing with overlapping interests.

Being weird is slowly taking over the scene, and leaves most of the skeptics in disarray.

Part 3: The Gradual and Inexorable Spread of the Bell Curve

So, what is the true meaning of mass-marketing?

In layman’s terms, it embodies the big, fat, juicy share of the market. The real deal, should you prefer. Governments, corporations, and businesses have realized the potential of keeping the mass consumers dependent on specific goods.

The profit generated gives impetus to the idea of sustaining this structure. But, is it the best option?

Seth Godin doesn’t think so!

For literally thousands of years, people were on their own when it comes to the production of food, clothing, and shelter.

With the rise of industrialization, society went from the culture of “every person for himself/herself” to mass markets.

With regards to marketing, marketers have realized the potential of nailing down the problems of the “weird” portion of the population. The proficient and smart ones, under no circumstances, would treat a market segment as an independent of the whole market.

The Bell Curve explains why marketing is much more than a pursuit of more sales. Although we cannot discard the notion that trade is where the money is, the true incentive is the one which promotes growth as the ultimate goal.

In addition, let’s take a look at the forces of the normal:

  • Big media
  • Manufacturers
  • Franchises
  • Large service firms
  • Many organized religions
  • Politicians
  • Law enforcement

And to add the finishing touches, let’s outline and take a closer look at the new forces predetermined for the weird ones:

  • Explosion of wealth
  • Explosion in media choices
  • Explosion in shopping choices

That’s about it.

Hope you learned something about mass markets and mass consummation that is at variance with the culture of Weird.

Key Lessons from “We Are All Weird”

1.      Get your head up
2.      Keep refilling the cup
3.      Tackle the need to belong somewhere

Get your head up

If we’ve heard it a thousand times, let’s utter those words again: Actions speak louder than words.

Work on keeping your cool when things go south, and try to subdue the immense social pressure. The cost of losing your “weirdo” nature is way too high.

It will be for the best if you apprehend the consequences of sticking to the Normal.

Keep refilling the cup

Well, the true meaning of refiling the cup is not to turn it into a brimming one. Just take a one sip at a time, and keep it from overflowing.

That way, you’ll maintain control, and preserve the weird aspects that relate to your preferences.

Tackle the need to belong somewhere

Last but not least, it’s of utmost significance to resist the urge to join a larger tribe whose program “on paper” overlaps with yours. Furthermore, it’s not something you should take for granted either.

If your agenda adds up to their broad outlook, then it’s fine, but more often than not, it’s not the case.

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“We Are All Weird Quotes”

It’s human nature to be weird, but also human to be lonely. This conflict between fitting in and standing out is at the core of who we are. Click To Tweet The epic battle of our generation is between the status quo of mass and the never-ceasing tide of weird. Click To Tweet Never fear. Marketers have shifted gears and are leading the push to weird. The smart ones are in fact co-marketing with parts of the market instead of marketing at the masses. Click To Tweet We can argue about whether the loss of a cultural center is a good thing or not, but it really doesn’t matter what one generation believes is good for the next… all of our choices are leading in just one direction, which is away from the… Click To Tweet Rich is my word for someone who can afford to make choices, who has enough resources to do more than merely survive. Click To Tweet

Our Critical Review

So, is it necessary to spring into action?

By all means!

It seems that we are all weird, but some people don’t feel comfortable accentuating this part of their lives.

It’s up to you to find your balance.

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Kellogg on Branding PDF Summary

Kellogg on Branding PDFThe Marketing Faculty of The Kellogg School of Management

Taking a glimpse into the selection of well-researched tactics for reaching the zenith of your brand-building process, is not something you stumble upon every day.

Do we dare to say it? – Despite the odds of being exposed to such an impressive collection, you joined the club.

Without further ado, let’s drill down to the core of this book.

Who Should Read “Kellogg on Branding”? And Why?

Not all people aspire to build a sustainable asset in the world. In order to thrive on branding, one must prick up its ears, and embrace an open-minded approach.

In our opinion, “Kellogg on Branding” is an exclusive selection of tactics and tools that an organization should capitalize on, to survive in this age.

About Alice M. Tybout and Tim Calkins

Alice M. TyboutAlice M. Tybout served in the Kellogg School for Marketing as an academic director and professor. Currently, she is the Harold T. Martin Professor of Marketing. Alice runs a research team to investigate how various individuals process information and make up their minds.

Tim Calkins is widely acclaimed for his contribution as a professor, consultant and keynote speaker. Momentarily, he has the role of a Professor of Marketing at Northwestern University’s Kellogg School of Management, where he presents his insights on Biomedical Marketing.

“Kellogg on Branding PDF Summary”

Design, Build and Understand Branding

The central argument in this eye-opening book encircles around the concept of reforming the market and carrying out the necessary changes. The current global predicament leaves us little choice but to take into account the consumers’ preferences and bring them into line with the organizational goals.

For a business to gain the much-needed edge in this overly crowded marketplace, it must answer the following questions:

  • Who should we target and why?
  • How can the product/service be of use to potential consumers?
  • Why should someone be fixed upon our brand over the competitor’s one?

Prior to showing glimpses of professionalism, and commitment, the organization must pay special heed to many rising aspects of doing business.

The first one that springs to mind is the frame of reference. Neglecting the integration between the frame and the point of difference can turn out to be costly! As a disregarded facet, it allows the business to expand their operations by helping the consumers meet their needs and wants.

Operating as a unit will undoubtedly going to provide support for the brand-building proceedings through fortification or other methods. In other words, by leveraging industry’s best practices, the organization could improve its positioning and impose entry barriers.

Afterward, you can quickly discern why is brand design so essential and move on to the categorization of products. To get a bird’s eye view of the process, you must execute all of the following 5 steps:

  • Step 1: Realize that branding takes the shape of any concept, which lays emphasis on the categorization of products.
  • Step 2: Identify a few categories that will clear up the brand concept when used by consumers.
  • Step 3: Don’t let a single brand-design element slip from your memory. Eclipse your competitors by creating an asset that contains category name, logo, brand name, visual illustrations, symbols, verbal lexicon, etc.
  • Step 4: Conduct an evaluation of your policies and consider other alternatives that might benefit the brand-process.
  • Step 5: Use legit and impartial metrics to assess whether the brand concept is in tune with the product features.

On top of these steps, it vital to become conscious of the uniformity between market behavior and human behavior. For precisely the same reason, the authors assert that only perceptive managers with the right mindset will have no difficulties to integrate social, political and ethical aspects into branding.

How to Build and Leverage Your Brand

For the sake of supporting the previously stated strategies, it’s of unparallel importance for the brands to influence the learning process. This new form of structure, named “the buyer learning” absorb the central role in the brand-building process.

With almost total disregard for the status of the entries, top-notch brands unleash the same strategy from pioneers to late entrants.

It’s crystal clear that the pioneers absorb take the role of masters because they’re allowed to remodel the categories, launch their own brands, or even set up invisible barriers. Nonetheless, these aspects shouldn’t be construed as a full-scale victory for the pioneers, which may face other difficulties further down the road.

Late entrants, for instance, can exploit the inelasticity of pioneers, and take control of the learning process. Thereupon, they can introduce modifications to it, and benefit the changes arising from it. On the other end, being dependent upon one product category can be a formula for disaster.

When a brand opts for expansionism, the buildup of a network is influenced by the same token. With an aerial perspective of the situation, you can easily conclude that “brand evolution” is a complex operation, and as such, it incorporates the following guidelines:

  • It urges you to take one step at the time
  • Help others to understand the reasons for the brand expansion
  • In the aftermath of expansionism on the parent brand, consumers must get the full picture

It may come as a shock to most people, but placing all your energy on one brand is not enough. Indeed, there’s such thing as a brand portfolio, which is the extension of the previous method.

Brand Advertising and Relationship Branding

Evidently, not even the best of the best products can reach its zenith without marketing efforts to support their ascend! Without a shred of doubt into your mind, you should endorse that advertising is composed of carefully selected means transmitted through the right channels.

The perfect copy as the authors have a habit of labeling it, must embody humor to enhance engagement.

This will not only give you a competitive advantage but help you establish an unshakable connection with the other side. Bound with the idea of sharing common interests, the brand and consumers can take the interaction onto the next level. Playing the emotional card is also something you should fully exploit.

If you aspire to put an end to the one-way relationship, you should stimulate feedback by interacting with your customers. The number of brands which are aware of the issue is meager. By soliciting the views from the end-users, you’ll take the driver’s seat and have full control over the situation.

According to the authors, being able to manage the relationships with the target audience proficiently is often depicted as the epitome of mass customization. It’s needless to say that a large bulk of today’s brands are mass-orientated. Steps in, CRM!

Customer Relationships Management is like a medieval fortification that stops the advancement of mass-marketing. It’s main incentive springs from handling the interactions between an official body and the customer. Unlike other processes, it strictly relies on data to prepare for potential twists and turns.   

It can be further broken down into the following subsequent elements:

  1. Find and identify subsegments
  2. Assess the effects of each sub-segment process by associating it with a goal
  3. Design contacts and conceive an actionable strategy
  4. Anticipate the outcome

If a brand doesn’t vouch for its services and turns a blind eye on the inept management, it will soon be overrun by other more user-centric organizations. The idea is to put the cravings of the consumers on top of your priority list.

Brand Driven Organization and Service Branding

Customer expectations must be satisfied by consolidating their input. In doing so, the business becomes a branding-machinery and would stay abreast of their demands by monitoring their reactions regarding the product/service offered.

Prior to conquering the world with your brand-new idea, one must make a decision to build a product or launching a service. The gap between these two separate fundamental features must be considered by understanding the following truths:

  • The services are intangible deliverables
  • Services don’t fall into the category of commodities for disposable use
  • Their heterogeneity nature

It comes as no surprise that internal branding is also a force to be reckoned with, and should receive an equal standing with the other execution strategies. In addition, the organization should enforce a code of conduct in order to speed up the integration, and put all elements together.

The author cannot emphasize enough the importance of conducting strategic employee-assimilation. Hence, it’s pretty straightforward to identify the first-class brand assimilation programs. With the segmentation taken care of, the author presents the three-phase structure:

  • Phase 1: Strategic Development
  • Phase 2: Foundation Building
  • Phase 3: Implementation

In truth, many things can deteriorate the morale of the employees and even put into question the successiveness of the internal branding programs. In this book, you’ll find why embedding the procedure in the broadcast can turn out to be a huge mistake on your part.

When it comes to allocating resources for external and internal branding, you should refrain from stretching too much. Such uncontrollable expansion can aggravate the problem even further and put you in a position of jeopardy. The same logic is applied to seductive ads and messages used on both fronts.

In a nutshell, branding services is a never-ending work, but that mustn’t discourage you to proceed.

How to Build a Megabrand

Reaching the top of the heap is not an overnight thing. Yet, in a race against time, NetZero shocked the world with its innovative way of doing business, which puts adaptation in the center of it. In just 5 short years, NetZero compelled the internet marketing community to shift its core paradigms due to the changes that occurred.

To receive the “rising star” epithet, NetZero focused on the frame of reference. Neglecting and undervaluing its effects can hurt your business. One-of-a-kind marketers are aware of the power emerging from the frame of reference and feel disposed to use it in order to improve the brand positioning.

The authors point out yet another decisive element to achieving brand-dominationName. It may seem like being struck by lightning, but being creative and setting your heart on something that will stand out as being catchy and unique can give you the upper hand.

How to know which name would meet these criteria?

The author claims: A brand name must be able to stand the test of time! Do we need to say more? The more iconic, the better you’ll do. Pay attention to the business as a whole, don’t dissect it in order to choose a suitable name.

A good label may provide the stimulus required for going international. You’ll need all the support you can get in that regard. However, prior to sailing to new shores, you must evaluate the consistency of the brand by examining the pricing, distribution and positioning on the local markets.

In addition, be cognizant of the fact that the pricing strategies must be in accordance with the local competitors and the demand. Creating a global system must be complemented with a broad perspective regarding the price elasticity and other factors.

Generally speaking, every brand must give the impression of earnestness and decisiveness for each market segment.

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“Kellogg on Branding Quotes”

Ultimately, brands are built by people who passionately believe in their brands. Indeed, many of the world’s best brands can be linked to a single person: Howard Schultz created Starbucks, Steve Jobs built Apple, Pleasant Roland formed… Click To Tweet

Brands are sets of associations linked to a name or mark associated with a product or service. Click To Tweet

Successful companies understand that brands are assets. Click To Tweet

Brand positioning refers to the specific intended meaning for a brand in consumers' minds. Click To Tweet

Our Critical Review

If you have your perspective broadened, and your mind sharpened, then we did a great job. If not, we firmly advise you to read the book, whenever you find some time.

Don’t forget to implement the tactics to accentuate your professional endeavors.

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Woo, Wow, and Win PDF Summary

Woo, Wow, and Win PDFService Design, Strategy, and the Art of Customer Delight

Everybody wants to please the customer nowadays.

The point is – to delight him!

Thomas A. Stewart and Patricia O’Connell give the full details in “Woo, Wow, and Win.”

Who Should Read “Woo, Wow, and Win”? And Why?

By its own profession, “Woo, Wow, and Win” is a thorough investigation of the “what, why and how of service design and delivery.”

Consequently, it’s a book which specifically targets the service sectors.

So, if you are in retail or banking, health care or other public services – do consult this book and try employing the strategies it offers.

About Thomas A. Stewart and Patricia O’Connell

Thomas A. StewartThomas A. Stewart is the Executive Director of the National Center for the Middle Market at The Ohio State University’s Fisher College of Business.

A summa cum laude Harvard graduate, Stewart is a respected management thinker, ranked #17 in European Foundation for Management Development’s “Thinkers 50” list in 2005.

He has authored two more books: the 1997 seminal classic, “Intellectual Capital” and the 2003 “The Wealth of Knowledge.”

Patricia O’ConnellPatricia O’Connell is a writer and the president of Aerten Consulting.

In addition to this one, she has co-authored (with Neil Smith) one more book: “How Excellent Companies Avoid Dumb Things.”

“Woo, Wow, and Win PDF Summary”

For all intents and purposes, Disney is the paragon of customer service.

And Thomas A. Stewart could only back this claim when he arrived, exhausted after a long flight, at a Walt Disney World hotel in Orlando, Florida.

He couldn’t wait to go to his casita to lie down a bit, so he was more than grateful to see how much the front-desk clerk was professional and how quickly he was able to register.

And then came the problems: in the absence of markings and employees, Thomas Stewart wandered for more than 20 minutes around the hotel in an attempt to find his room.

This had nothing to do with customer service, though – that part was excellent; however, it had everything to do with customer experience, which almost all companies neglect.

Even though it may seem like they the same thing, customer service and customer experience are pretty different; in fact, even though you’ve read hundreds of books about the former, chances are you haven’t read one about the latter.

Well, “Woo, Wow, and Win” is interested in changing that – in addition to your mindset regarding customer service and experience.

What Walt Disney World lacked in the case just described above was something Stewart and O’Connell dub “service design and delivery,” or SD2, for short.

In the words of Victor Ermoli from the Savannah College of Art and Design:

Service design is a system for developing the relationship between an entity – a bank, a law firm, a health care system, a store, a church – and its customers.

And this system starts with a simple equation:

Ahhh + Ow = Aha

An Ahhh moment is the moment your customers experience something positive enough about your company to instill in them confidence that you are going to provide them with the experience they asked for – and some more.

An Ow moment is the very opposite of an Ahhh moment, i.e., the moment when your customers realize that “something is broken.” True, they may complete the deal – and may even come back – but the bittersweet feeling guarantees that they will never recommend you.

Finally, an Aha moment is the result of your analyses of all Ahhh and Ow moments you’ve noted. An Aha moment, should be followed by an appropriate remedy, and Stewart and O’Connell believe that they have a panacea:


It’s based on ten elements and five principles.

The ten elements of SD2 form a neat mnemonic: E10!

They are:

#1. Empathy – put your customers first.
#2. Expectation – understand what you are expected to deliver and what you can realistically deliver.
#3. Emotion – never take the customer’s emotions out of the equation.
#4. Elegance – take a lesson from Steve Jobs’ book: make everything clean and simple.
#5. Engagement – include your customers in the design.
#6. ExecutionDon’t be a politician: deliver on your promises.
#7. Engineering – your products and services should always demonstrate technical excellence.
#8. Economics – don’t exaggerate with your prices.
#9. Experimentationtest and innovate.
#10. Equivalence – may your customers be happy as much as you and vice versa.

The five principles of SD2 are the following:

#1. The Customer Is Always Right – Provided the Customer Is Right for You
Basically, the first principle boils down to THIS: focus on your most valuable customers. Don’t spend any of your time on retaining demanding clients.

#2. Don’t Surprise and Delight Your Customers – Just Delight Them
Surprises are fine for birthday parties; but not for customer service. Simply meet the expectations of your customer over and over again.

#3. Great Service Must Not Require Heroic Efforts on the Part of the Provider or the Customer
Your goal is to provide service which is “efficient, effective, scalable and, if not error-proof, error-resistant.” Which means: minimal effort with maximum results. Think of the intuitiveness “designed into an iPad” – that’s great service.

#4. Service Design Must Deliver a Coherent Experience Across All Channels and Touchpoints
“Wherever and however you choose to play, you must play well.” It’s pointless to have a great telephone customer service, but a bad online platform.

#5. You’re Never Done
SD2 is a cycle. Constantly check your service against its 10 elements and improve wherever possible.

Key Lessons from “Woo, Wow, and Win”

1.      In Service Design, Ahhh + Ow = Aha
2.      Make Yourself a Report Card Using the 10 Elements of SD2
3.      Always Heed the Five Principles of Service Design

In Service Design, Ahhh + Ow = Aha

Your customers experience either ahhh or ow moments in relation to the products you offer.

The former are a signal of positive experience and should inspire you to improve in the same direction.

The latter indicate trouble, and you should correct the areas which have caused them.

Analyzing the ahhhs and ows results in your aha moment.

Make Yourself a Report Card Using the 10 Elements of SD2

Give yourself a score on a zero-to-four scale in each of these 10 categories and see how well your service ranks on an SD2 scale: empathy, expectation, emotion, elegance, engagement, execution, engineering, economics, experimentation, equivalence.

A score about 30 means that you’re doing a good job; but that doesn’t mean that you shouldn’t improve until you score 4 in each of the categories.

Always Heed the Five Principles of Service Design

No matter what you do, always adhere to these five principles:

#1. Focus all your energy on your most valuable customers.
#2. Delight your customers by meeting all their needs – don’t surprise them even if you think it’s for the better.
#3. Always aim for minimum effort on the part of your customers – and try to achieve this with minimum effort on the part of your employees as well.
#4. Be coherent – offer the same quality of service across all checkpoints.
#5. You’re never done: always modernize and improve.

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“Woo, Wow, and Win Quotes”

Service design presents an exciting opportunity to explore something that is new to management thinking, new to business practice, new to many business leaders. Click To Tweet

Companies that apply the principles of service design will create…strategic strength. Click To Tweet

The three foundational questions of strategy – where to compete, what to sell, how to win – are inextricably bound up with design. Click To Tweet

What are you doing about your customer capital? Are you growing it, or are you living off it? Are you actively managing it or letting it fend for itself, like money in a checking account? Click To Tweet

When you make it hard for employees, they take shortcuts – and customers leave. Click To Tweet

Our Critical Review

“Woo, Wow, and Win” may have a somewhat silly title and an unattractive cover, but it’s actually a pretty great manual to have on hand if you are in the service sector.

To quote Steve Case, the author of “The Third Wave,” “Woo, Wow, and Win” is “a roadmap for success in a landscape being rapidly transformed by technology and entrepreneurship.”

Don’t be afraid to use it.


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Top of Mind PDF Summary – John Hall

Top of Mind PDFUse Content to Unleash Your Influence and Engage Those Who Matter to You

Have some of your customers ever said to you: “I was just thinking of you”?

John Hall says that it’s vital.

Because being and staying “Top of Mind” with your customers is a prerequisite if you want to succeed in today’s dynamic world of marketing and business.

Who Should Read “Top of Mind”? And Why?

If you’ve spent some time in the world of marketing, you may think that you already know everything there’s to know; however, if you’re long enough – you must be aware that marketing is an ever-changing field in which the nuances matter and in which self-development is a prerequisite.

“Top of Mind” is for both novices and veteran marketers: it introduces the former to the new rules of marketing and some basic content marketing secrets, and it helps the latter understand how marketing has evolved from persuasion and selling to trust and lending a helping hand. 

John HallAbout John Hall

John Hall is the founder and CEO of Influence & Co., a content marketing agency which was ranked No. 72 on Forbes’ list of most promising companies in America in 2014, and No. 239 on Inc.’s similar list the very same year.

John Hall himself was recognized as one of the Business Journals’ Top 100 Visionaries, and two years later he received the EY Entrepreneur of the Year Award for Best Emerging Company.

One of the most powerful people in media whom you’ve never met,” John Hall has so far authored only one book, “Top of Mind.

“Top of Mind PDF Summary”

The Internet managed to change so many things that people born few decades before it feel as if strangers in the world of the 21st century.

And we’re not going to say anything new if we tell you that the Internet profoundly altered the world of marketing as well, bringing new rules and revolutionary ways to increase your sales.

However, John Hall argues that with the advent of the Internet, the most important thing that changed isn’t the field itself, but the mindset of the customer.

And in an almost counter-intuitive way!

And marketers and marketing companies aren’t keeping up with this since they fail to acknowledge the revolution!

What are we talking about?

Well, you see, just a while ago – and by while we mean merely two or three decades ago – marketers could have ignored the Internet altogether.

But then, the first dot-com companies started making money, and the more perceptive advertisers started taking notes.

Some time passed, the millennials took the world by storm, and few people realized a painful truth: The Internet hasn’t merely changed some of the rules of the marketing game; it has changed the game altogether.

Namely, the 21st century meant that for the first time in history, customers were able to get all the info they like and need via the Internet.

And this didn’t only pertain to products and prices, but to reviews and expert opinions as well.

The big question:

So, what were all these salespeople supposed to do?

The startling answer:


They were obsolete.

They are obsolete.

And that’s a good thing.

Because, John Hall argues, it means that Selling 101 has morphed into Altruism 101.

Namely, since today’s customers are not passive – and are, even more, suspicious of salespeople who don’t ask for permission to invade their privacyyour job isn’t any more that of a marketing rep, but the far more humble and noble of being a friend.

Customers today don’t like to buy from people who are intrusive and persuasive.

Sure, you can trick them once or twice, but the minute they find out – and, trust us, these relentlessly displeased millennials will – you’ll lose them for eternity.

Them and about a million other people who’ll find out about it the very next second – on every social network in existence!

So, instead of tricking them – earn their trust.

Being authentic, honest and truthful is your best promotion, because if your customers trust you, then you will be the first thing that comes to their minds in case they need your goods or services.

This is what being top of mind means.

And what should be your objective if you want to be a successful company in the world of today:

Authenticity is the foundation of your relationship with your audience. But for the relationship to flourish, it’s not enough to simply be authentic; you also have to deliver tangible value.

To get to your customers’ “top of mind,” you need to earn their approval.


The very same way you would get the approval of people you’d like to be your friends.

By expressing genuine concern about their likes and dislikes, by establishing a type of communication between you two that’s based on mutual trust and commitment.

Most importantly, by helping your customers from time to time without seeking any compensation.

Let us rephrase that:

How would you feel about a company who suddenly presents you with a high-quality product you really need for no charge whatsoever?

Wouldn’t you feel almost obliged to buy the next product of that company once it arrives on the market?


Keep this up for the long haul, and you’ve reached your objective: you will be uppermost in the minds of your customers, and they’ll think of you first in case they need something you provide.

John Hall neatly zips the process in a simple formula:

Trust” plus “consistency” leads to “opportunity.

To strengthen the relationship with your buyers, use relevant content which – remember Simon Sinek? – should always start with your company’s why.

People are suckers for core purposes.

The rest is merely decorum.

Key Lessons from “Top of Mind”

1.      Salespeople? Who Needs Salespeople?
2.      Trust Plus Consistency Equals Opportunity
3.      Content Marketing’s Best Practices

Salespeople? Who Needs Salespeople?

Maybe you haven’t noticed so far, but in the age of the Internet, salespeople – the good old Ziglar type – have become a thing of the past.

How so?

Well, because of a change in the mindset of the customers.

Your buyers are now capable of finding everything they want to know about your products online, rendering them much more powerful and much less susceptible to being tricked or persuaded to buy something.

The only way you can do that today is by earning their trust and becoming their friend.

And, thus, placing yourself at the top of their minds!

Trust Plus Consistency Equals Opportunity

It’s not easy to gain someone else’s trust.

If it was, you would have much more friends than you have now.

And when you want to sell something to someone, it’s even more difficult.

So, start by doing something extraordinary for the marketing world – don’t take advantage of your buyers, but lend them a helping hand.

We never thought we’d say this, but it seems that in the 21st century, Kant’s second formulation of the categorical imperative can’t ring any truer: “Act in such a way that you always treat humanity, whether in your own person or in the person of any other, never simply as a means, but always at the same time as an end.”

Do this in a more consistent manner – and you’ll be granted with an opportunity.

Not to sell your products.

But to have them bought.

Content Marketing’s Best Practices

A good way to promote yourself in an age where earning the trust of your customers is an imperative is by using strategically developed – but always honest – content.

If you’re new in the business, follow these few steps:

#1. Set the right goals and document your strategy: and always start with a why.
#2. Focus on ideas which attract people: and seek guidance on how to do this.
#3. Commit to the process of content creation: and make it as enjoyable as it can be for your team.
#4. Find a way to distribute your content well: and make sure to update the methods continually.

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“Top of Mind Quotes”

Helping others when you have the ability, being yourself and doing it all with consistency are normal human behaviors. Click To Tweet

Content won’t generate an overnight spike in sales. That should never be the goal because that’s not how content works. Click To Tweet

Like helpfulness, authentic likability is a practice. It can’t be forced, but it can be developed through everyday thoughts and actions. Click To Tweet

Trust manifests itself on a spectrum. The degree to which you trust someone determines how far out you’ll stick your neck for her. Click To Tweet

Even the most thoughtful act of kindness will not generate long-term top-of-mind status if it’s a one-off. Click To Tweet

Our Critical Review

As Al Ries and Jack Trout noted in their 1981 classic “Positioning” (which we didn’t hesitate to include in our list of top marketing books in history), “positioning is not what you do to a product: positioning is what you do to the mind of the prospect.”

“Top of Mind” shares some tips and tricks which may help you emerge victorious from this battle for your mind.

And according to John Hall, once that happens, you’ve won the marketing war.

You want to have this book as an ally: it’s smart, practical and thorough.

An excellent resource!


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Scientific Advertising PDF Summary

Scientific Advertising PDFAdvertising isn’t an art.

It’s science.

And Claude C. Hopkins set the foundations of “Scientific Advertising a century ago.

Ignore him at your peril.

Who Should Read “Scientific Advertising”? And Why?

We have a great way to answer this question.

It’s a claim by none other than David Ogilvy, the father of advertising:

Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.

Claude C. HopkinsAbout Claude C. Hopkins

Claude C. Hopkins was an advertising pioneer, widely considered one of the foremost figures in the history of marketing.

After a long advertising career, in 1923, Hopkins published “Scientific Advertising,” the foundation of direct marketing.

Four years later, he wrote his autobiography, “My Life in Advertising.”

He died in 1932.

“Scientific Advertising PDF Summary”

Claude C. Hopkins?

Now, where have you heard that name?

Because it sounds familiar, doesn’t it?

If you answered this question with a “yes,” but you still can’t put your finger on where exactly you’ve heard of Hopkins, we may be able to help: you’ve probably either read Charles Duhigg’s “The Power of Habit” or are a regular reader of our blog and have happened upon its summary.

According to Duhigg, Hopkins is the reason why you brush your teeth.

Or, to be more specific, Hopkins is the guy who created such a successful advertising campaign for Pepsodent, that in a decade, the number of Americans brushing their teeth increased tenfold!

Well, in “Scientific Advertising” he uncovers how he did it – and how you can do it as well.

And even though this fairly short book was written almost a century ago and is merely 10,000 words long, many of its messages are still as relevant today as in 1923!

Don’t believe us?

Well, read it for yourself here!

Or, just read ahead: we’ll go over the main points!

First of all, according to Claude C. Hopkins, must never forget that advertising is salesmanship. “Ads are not written to entertain,” writes Hopkins. “Measure them by salesmen’s standards, not by amusement standards.”

In other words, it’s pointless to make a funny ad which entertains people if it doesn’t call them to action.

If you are an advertiser, consider yourself a salesman as well. The only difference is in the degree: advertising is multiplied salesmanship.


There is one simple way to answer many advertising questions. Ask yourself, “Would it help a salesman sell the goods?” “Would it help me sell them if I met a buyer in person?”

A fair answer to those questions avoids countless mistakes. But when one tries to show off, or does things merely to please himself, he is little likely to strike a chord which leads people to spend money.


Because people are mostly selfish.

Ignoring this fact is a serious advertising mistake.

You are not making an ad to have fun; you’re making it to make sure that you give your customers the important information about your product and list your advantages.

Don’t think you can fool people in the long run: they can be coaxed, Hopkins says, but not driven. “Whatever they do they do to please themselves.”

Don’t ever forget that.

Also, don’t ever forget the power of headlines and images.

Use them both to pick out the right people, to attract the attention of the people you actually want to be your customers.

Because, ultimately, what you have can only interest a certain number of people and it will interest them for only a certain number of reasons.

Research the latter and address the former.

If you’re in a crowd and you want to get the attention of a certain person, the first thing you say is “Hey there, Bill Jones, I’ve got something to tell you.”

Well, the same holds true for your ads as well.

Which leads us to an extremely important aspect of advertising: being specific.

Generalities are never the way to go.

Saying that you are “best in the world” or that you have “lowest prices in existence” is expected – and is the worst thing you can do if you want to get someone’s attention.

Phrases such as these suggest both that you are no different from the rest of the bunch and that you have a tendency to exaggerate and couldn’t care less about the truth.

On the other hand, “a man who makes a specific claim is either telling the truth or a lie.” And that, in itself, earns the trust of your customers.

Advertising generalities are like saying “How do you do?” when you have no intention of inquiring about one’s health; asking something along the lines “Does your stomach feel better today?” is infinitely better!

It expresses genuine concern and relevant knowledge.

And people value those things.

However, what they value much more is the product itself.

Which means samples are of prime importance.

However expensive,” Hopkins notes, “they usually form the cheapest selling method.

Of course, not by themselves alone – they must be part of a complete story, an element of a mental impression, an essential fragment of the atmosphere surrounding them.

That’s why:

Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim.

Key Lessons from “Scientific Advertising”

1.      Advertising Is Salesmanship – and Salesmanship Is All About Human Psychology
2.      Stand Out by Being Specific – Not by Negative Advertising
3.      In Advertising, You Need a Strategy, a Story, and a Good Name

Advertising Is Salesmanship – and Salesmanship Is All About Human Psychology

If you want to be a good advertiser, there’s nothing more important than understanding that you are basically just a salesman – times thousand.

The only purpose of advertising is to make sales,” emphasizes Hopkins. And, consequently, “its principles are the principles of salesmanship.

Which means – you need to root your advertising strategy into the very nature of what it means to be a human.

Fortunately, says Hopkins:

Human nature is perpetual. In most respects, it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.

What does this mean in practice?

Well, for example, that “curiosity is one of the strongest human incentives” and that, at least for the extravagant Americans, “cheapness is not a strong appeal.”

Also, it means that “people judge largely by price” – so don’t ever forget that!

Stand Out by Being Specific – Not by Negative Advertising

If you want to make an impression, it’s important that you stand out.

And if you want to do that, don’t even think for a moment that you’ll get by on phrases such as “the best in town” or “the cheapest in the world.”

Impressions are made by those who dare to be different and unique, those who have found a way to make each of their customers feel as if an individual, an exceptional human being.

And those who are distinctive – but in an admirable way.

For example, studies have shown that negative advertising is never good: attacking a rival makes you look selfish and unfair.

So, show beauty, not homeliness; health, not sickness. “Don’t show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about the wrinkles.”

In Advertising, You Need a Strategy, a Story, and a Good Name

Advertising,” writes Hopkins, “is much like war, minus the venom.

In other words, you must have some skill and knowledge, and a lot of training and experience.

Also: you must have the right equipment, the proper ammunition, and enough intelligence and data on your competitors.

An important part of your winning strategy should be your story – the why of your business. People tend to buy specific products much less than stories: the core purpose of your company may be your most important product.

Which also means that you need to spend a lot of time thinking of a good name – both for your company and your subsequent products (think of the “i” of Apple’s advertising strategy).

A good name means a good foundation in itself. “Some names,” claims Hopkins, “have become the chief factors in success. Some have lost for their originators four-fifths of the trade they developed.”

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“Scientific Advertising Quotes”

Advertising is salesmanship. Its principles are the principles of salesmanship. Click To Tweet

The competent advertising man must understand psychology. The more he knows about it the better. Click To Tweet

Literary qualifications have no more to do with (advertising) than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must. Click To Tweet

An ad-writer, to have a chance at success, must gain full information on his subject … Perhaps in many volumes he will find few facts to use. But some one fact may be the keynote of success. Click To Tweet

The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it. Click To Tweet

Our Critical Review

“Scientific Advertising” only missed the cut of our top marketing booklist by an inch.

And that should tell you what we think about this book more than any adjective.

We’ll use one, nevertheless:


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The New Rules of Marketing & PR PDF Summary

The New Rules of Marketing & PR PDFHow to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Marketing is becoming more than we can handle! Do we need some assistance to cope with the pressure of the digital age, or a simple mind-shift can turn things in our favor?

We discuss what needs to be done to avoid full disaster!

Who Should Read “The New Rules of Marketing & PR”? And Why?

Unlike other disciplines, marketing changes with each passing minute. We cannot subside the storm deriving from various influences, but we can produce a different spell of decision-making.

The New Rules of Marketing & PR is perfect for marketers in the making and those who intend to expand their knowledge. We wholeheartedly recommend it because of its comprehensiveness and depth.

About David Meerman Scott

David Meerman ScottDavid Meerman Scott is an online strategist, marketer, and the author of several books. He received his college degree from the Kenyon College in 1983.

In his teachings, he publicly criticizes the mainstream approach and asserts that such methodology doesn’t work on the Web.

“The New Rules of Marketing & PR PDF Summary”

There’s no doubt that the market is facing some internal shifts caused by technological progression that instigates a new understanding. This book displays some amazing mind-blowing rules, which are not for disposable use.

From building a successful online campaign to targeting various IBPs, it’s all in there. David compiles a list of interviews with marketers, and other specialists in the field to get to the bottom of many problems that are harassing the minds of many.

Apart from this, you’ll get a glimpse at the operations of Fortune 500 companies, and how you can apply the same knowledge in your endeavors. Not all topics are linked to the marketing industry, the diversity in this book is what makes it so unique.

The idea of handling the overly-competitive marketplace scares even the most experienced marketers. New rules emerge as a result of the overflow, which threatens to “exterminate” the weak and to reward the courageous and motivated ones.

Part 1: How the Web Has Changed the Rules of Marketing and PR

It is out of the question that the Web is a gross opportunity for those willing to connect with their audience. Even though it gives you a fighting chance against much bigger corporations and companies, its features are not explored to the full extent.

By now, we assume you only used a fraction of its capabilities, with an idea to make a more cost-effective campaign that appeals to a specific audience. Reducing the advertising costs is just one facet that we ought to keep in mind.

Potential customers and users are just one click away from their answer. Search queries give the users the driving site in the digital age. Loyalty is evaporating, because the internet always has an option B, for anyone’s particular demand.

TV ads are no longer an effective channel for building brand awareness, as a matter of fact, they never were! In general, the TV-complex is much more convenient for products or services that match the needs of the broader audience.

Wise marketers try to look at their offer from the buyer’s shoes; they attempt to anticipate their reactions and outline all possible scenarios. It’s also smart to design various groups of buyers, with different preferences and interests. That way you can customize your offerings before delivering the final draft.

Part 2: Web-Based Communications to Reach Buyers Directly

For instance, blogging can help soar to new heights. In reality, blogging is not for everyone – in other words, not every person out there knows how to engage the audience with the help of inbound marketing.

Who are my readers? How do I reach them? What are their motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer? To be successful, you need to do the same thing.

If your prowess as a wordsmith is on sufficient level, your efforts will not be in vain, and you’ll be given a reward. We are not just talking about the financial benefits, because having a long-term perspective to grow your business, requires creative mindset driven by the ability to mix things up.

So, what’s next?

Without the support of the social media channels, traditional media, you will merely be forced to acknowledge defeat. You need to turn on that switch and connect with the buyers directly, don’t use intermediates in the process.

If you plan to go viral, you need to harness every bit of creative energy to succeed. One way to do that is by taking the shortest route when addressing your audience. You don’t need agencies to create a piece of content or present an idea that will circulate quickly. The only thing you actually require is a full understanding of what your users insist on having or using.

The web from a more technical standpoint can be marked as a hyper-efficient data-collection process, that is filled with trickery and tricksters. Not utilizing its capacities can greatly affect (in a negative way) the performance of the web.

The only fly in the ointment in the digital age is the overflow of information. The electronic devices enable us to sort the data available, which can help us extract only the most relevant takeaways.

Part 3: Action Plan for Harnessing the Power of the New Rules

Let’s say you are Watch Repair Company located somewhere in Western Europe. If you plan on drawing more people to your store you need an online presence. To build it, you need more than just blogging, but understanding what are you publishing.

People are tired of vague posts that produce little value. If you are willing to put a little bit of extra effort to create a superior service, your customers will show appreciation and sing your company’s praises.

Be realistic about your offers and whether your sales funnel is perfectly designed to increase conversion rates. See whether you have the leadership required to influence the buying process! By all means, a company that doesn’t emphasize the value of designing a proper delivery channel to supply the end users will face catastrophe.

The deadliest formula is delivering the perfect service, in the ideal time, to the perfect audience. If you fulfill all these substeps, one way or the other you’ll end up the winner.

In PR, it’s not about clip books. It’s about reaching our buyers.

Marketers must get out of their shallow and conventional methods, and explore the world of influence on a global scale.

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“The New Rules of Marketing & PR Quotes”

Barack Obama is the most successful new marketer in history. Study his campaign so that you can adapt the ideas for your business. Click To Tweet

When people come to you online, they are not looking for TV commercials. They are looking for information to help them make a decision. Click To Tweet

As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. Click To Tweet

Our Critical Review

When it comes to marketing, it’s not about winning awards, nor becoming celebrated. It’s about creating that spark that can lift the spirits of everyone in the process.

Creating a win-win situation requires qualified staff and capable leaders whose ideas are aligned with the company’s objectives.

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Buyology PDF Summary – Martin Lindstrom

Buyology PDF Martin LindstromTruth and Lies About Why We Buy

It’s easier if we live in a lie, right? – Well, apparently the advertising world, stimulated by profits, got the idea of how to control the outcome of their campaigns.

On top of that, neuromarketing grants them all the necessary tools to minimize possible failure!

We put in a nutshell: what Martin Lindstrom discovered, and how that affects the business world.

Who Should Read “Buyology”? And Why?

You won’t regret if you put this book on your bookshelf. Why? – Because, unlike other classics, which relate to a certain audience, “Buyology” has received critical acclaim for its in-depth research.

In other words, we believe that is very well suited for all people, and thus answers the cry for help of everyone.

About Martin Lindstrom

Martin LindstromMartin Lindstrom is an author, marketer, keynote speaker and columnist for TIME Magazine, and Harvard Business Review.

He is highly skilled in consumer behavior, and what brands should do to maximize their ROI (Return on Investment).

“Buyology PDF Summary”

Buyology by Martin Lindstrom was designed to change the course of the sales funnel, which is affected by the buying decision-making. Martin and his team of experts realized that by utilizing fMRI and EEG technologies, you could read the minds of the customers and see how they react to specific changes.

This brand-building strategy incites the marketers to anticipate the next move of their target group, and dig deep into discovering what’s holding them down before making a purchase.

In other words, Lindstrom dropped a research bomb, in which he collected a massive amount of neuromarketing data. They discovered something extraordinary, a real breakthrough in terms of sales, which seemed too good to be true.

Another thing worth mentioning is Martin’s way of transforming facts into stories, to make them look and feel more absorbable.

The main lessons were extracted from the research in 2004, and the expenditure for compiling such enormous amount of information reached up to astonishing $7 million.

Neuromarketing was a neglected term, a concept that was never under surveillance. If you are still not sure what this case-study was all about, let’s solve this puzzle.

The main idea was to discover how the brain reacts and does it responds to a different marketing stimulus.

Are those incentives strong enough for the customer to change directions? – The body language, the premonitions of doing something useful, subconscious thoughts, all fall in the same category.

Indeed, we are inclined to agree, that escaping from the endless cycle of decision-making is a fictional conclusion.

Something controls our behavior, and it’s in our interest to find out more. Are we leaning to one concept or the other? Do we rely on intuition, or the inner voice, before we put the product in the bag?

A  humoristic commercial that extols the benefits of a specific product or service can change the mindset of the people on the other side of the tv-set. For instance, do you know that cigarette ads make people addicted to them even more?

It was Martin’s job to find the core of such mentality, and it may seem a little unorthodox, but that’s how it is. Many groups, already addressed the Congress to stop neuromarketing, because it’s unethical method for increasing sales, at the expense of the well-being of people.

But to be honest, I didn’t share these ethical concerns.

They indicated that commercial benefit, is not at the center of human development, and as such must be restricted and controlled.

When we brand things, our brains perceive them as more special and valuable than they actually are.

In each chapter, you’ll find different facets of neuromarketing, its impact and the power radiating from utilizing such channel. In simple terms. It forces potential buyers into making split-second decisions and thereby guides them through the sales funnel.

Let’s look at it this way: If you participate in a survey commissioned by a credible organization, you must give some answers.

When it comes to a certain commodity; let’s say that you express strong negative feelings about it, and what this does is triggers a different spell of marketing.

The leading individuals behind this survey understand that you bear a grudge against that specific concept, but according to neuromarketing that doesn’t quite reflect your aversion.

You might want to provide a quick checkup of your stimulus and investigate whether your brain is prone to react. In plain English: when you sent negative brain signals, the producers take this as a sign that you share a hidden interest in the topic.

There are other factors such as religious beliefs, superstition, sexual orientation that also determine your position regarding neuromarketing.

Lindstrom comes to a conclusion that using neuromarketing to full extent will drastically improve your odds of success when launching a new product or service. Once the market gives its thumbs up, then you ought to focus on market positioning, and building awareness.

As you can see, plunging into the depths of neuromarketing can give your company the advantage to understand the market, and provide a solution to its problems.

Lindstrom tries to engage the audience and minimizes the complex terminology to make it more easily readable.

Key Lessons from “Buyology”

1.      Be persuasive but realistic
2.      Find your breaking point
3.      New times, new measures

Be persuasive but realistic

People are misguided by the “stories” made up about sales-people, which are also labeled as intruders.

Indeed, almost all businesses put a lot of emphasis on sales, and if yours is no different, perhaps you would like to outline the product’s benefits, not what is in it for you.

Find your breaking point

Have you ever investigated your Buyology? – Are you interested in finding what triggers a “buying” mentality?

It’s necessary to ponder on the stimulus which can change your perception and mindset. That way, you’ll no longer be at the bottom of the system.

New times, new measures

The traditional market research techniques are losing its grip, and a full-scale change in strategy must be set in motion.

Creating focus groups and conducting surveys is no longer an efficient approach to foresee a possible rejection from the business community.

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“Buyology Quotes”

Sex doesn't sell anything other than itself. Click To Tweet

90 percent of all Gillette shavers are bought by women for the men in their lives. Click To Tweet

When we read a book, these specialized cells respond as if we are actually doing what the book character is doing. Click To Tweet

Fear, in my experience, spreads faster than anything else - and the ads for those drugs have done a very nice job scaring the pants off us. Click To Tweet

Our Critical Review

All the persons who have read this book, are gravitating towards a new outlook of the whole situation, and we are no different.

Staying abreast of mind-blowing discoveries is the only method for staying on top.

Buyology gives you precisely that!!

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Everybody Writes PDF Summary

Everybody Writes PDFYour Go-To Guide to Creating Ridiculously Good Content

Do you need a right-hand man to help you with your writing assignments?

Don’t fear, because unlike other masteries, becoming a journalist, editor, writer or a screenwriter relies on gradual development.

If we lay it on the line, then perhaps everyone will grasp how straightforward it actually is.

Who Should Read “Everybody Writes”? And Why?

Well, is it true, that Everybody Writes? Yes, of course, it is; whether you are doing it professionally, or for personal causes, you can’t slip from its grasp.

We believe that this book needs no classification, and as such, it’s user-friendly and easily absorbable.

About Ann Handley

Ann HandleyAnn Handley was cited in Forbes, as one of most influential women in the sphere of Social Media and Marketing.

She is the author of Content Rules, as well.

“Everybody Writes PDF Summary”

The ability to write the perfect copy that will attract customers, convert leads into sales and part-time users into full-time collaborators, comes down to simple ground rules.

For example, every big brand has a homepage, where you can find some detailed info regarding the company and its services. Nevertheless, if the company takes the writing process for granted, and doesn’t put enough effort into making a compelling piece of content, it cannot prosper.

How to design the best copy, which stands out from the rest?

Proficient copywriters and technical contributors believe that the perfect recipe for success from an inbound marketing standpoint is the idea to mix keyword heavy content + data.

That way, your content will appeal to the broader audience, and help them to find what they’ve been looking for.

It comes as no surprise that writing is an essential topic in building brand-awareness and providing valuable services to the customers. The real dilemma is – is this talent crafted in the fire of practice, or wordsmiths inherited this God-given gift, which not everyone has?

Let’s expose some great news – Yes, if you learn some basic rules, and you can follow them, your writing will improve quickly.

What many people don’t realize, is that writing is also a precise “business.” You can’t decide your topic somewhere along the road, and having a well-defined plan, strategy and goal is critical for making your copy as appealing as possible.

The truth is – The first paragraph is the toughest! Why? Because, in the first few seconds, you can either lose or engage your audience.

Not even J.K. Rowling became the author she is today, after writing her first piece. Although some of her works were an overnight sensation, her dedication, talent, and discipline were blended into a gradual refinement process.

Editing is perhaps, the most critical element in the writing process. How does that work? – First and foremost, you need to write the first draft, that contains all the key points you wish to expand on, and the data that backs your assertions. Afterward, you can begin polishing the text.

Very often, the people you think of as good writers are terrible writers on their first drafts. But here’s their secret: They are excellent editors of their own work

Even if the copy didn’t live up to its expectations, there’s nothing to worry about, just remember that your prowess as a wordsmith must come naturally.

Let’s look hypothetically; you have a big project, and you don’t know how or where to start. The issue you are addressing is complex, and you lack the expertise and experience to deliver high-quality output.

As you outline the key ideas, you’ll notice that your game plan, has cracks in it, and you may need to fill in that void with relevant examples. As it turns out, it’s not about being perfect, but being organized and creative.

Having typos, or style issues in the first sentence is the worst-case scenario. 9/10 users will bounce back, and label your work as irrelevant and low-quality. So, catching the reader’s attention is what makes the whole difference between a bad and excellent copy.

So, before you begin the writing, be sure you know the purpose or mission or objective of every piece of content that you write. What are you trying to achieve? What information, exactly, are you trying to communicate? And why should your audience care?

How to do precisely that?

First impressions are very important, and you’ll never get a second chance to impress the readers. To have them continue reading, it’s vital to emphasize their problem, and put their need at the center!

The embodiment of a successful copy is “Valuable Information” that is almost worth paying for!

In the same fashion, background information can prove to be decisive especially in that first couple of sentences. If you dig up some relevant info regarding the issue that sides with your claims, the reader will be eager to read the rest.

However, there’s a slight disadvantage in this approach. If you give too much background information before jumping to the point, the reader may lose its passion for your piece, and bounce back.

Another thing you should take into consideration is posting calendar!

Evidently, sharing your content on social media, at a give time-frame when the users are most active, can give you the edge.

For instance, Facebook is at peak traffic on Fridays, when the regular business day is over. Knowing this, can give you the upper hand, and prompt you to adjust your blogging schedule to fit the needs of your users.

Understanding their wants and demands is vital for portraying your company as the helper guy! These followers expect their needs to be met, and by doing so, you’ll suck them in, and make them dependent on your services.

In the end, it is critical to mention that we live in a customer-centric era. Every wrong move is punishable; every right action is rewarded.

It’s not about your company; it’s not about you; focus on what your organization has to offer.

Key Lessons from “Everybody Writes”

1.      Design the perfect About Us page
2.      Dive deep into discovering their necessities
3.      Focus on the problem, and then provide a solution

Design the perfect About Us page

Mediocre websites, often design a keyword rich copy in the About Us page, making it friendly to Search Engines, but hostile to readers.

No one likes to read about your accomplishments, but what you can offer to those who landed there. Explain your services, vouch for discretion and credibility, to make them less aversive.

Dive deep into discovering their necessities

Understanding wants, and demands of the users as a process is vital for portraying your company as the helper guy!

These followers expect their needs to be met, and by doing so, you’ll suck them in, and make them dependent on your services.

Focus on the problem, and then provide a solution

Every user, or reader that has landed on your page or book, needs specific answers.

So, in the first paragraph, you ought to show, how your piece can solve their issues, and why is it worthy for sticking around for a while.

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“Everybody Writes Quotes”

Any fool can make something complicated. It takes a genius to make it simple. Click To Tweet

Because at some point, you do have to rush your own art. Otherwise, your art sits on its butt on the couch eating chips and salsa. Click To Tweet

A writer who waits for ideal conditions under which to work will die without putting a word on paper. Click To Tweet

Good writing serves the reader, not the writer. It isn't self-indulgent. Good writing anticipates the questions that readers might have as they're reading a piece, and it answers them. Click To Tweet

Words matter. Your words (what you say) and style (how you say it) are your most cherished (and, yet, undervalued) assets. Click To Tweet

Our Critical Review

Nothing comes better than well-researched, and informative book, that does more than putting two and two together.

It unties many knots and puts the average Joe into a new position – “WORDSMITH” in the making.

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Guerrilla Marketing PDF Summary

Guerrilla Marketing PDFEasy and Inexpensive Strategies for Making Big Profits from Your Small Business

When you have a fearsome opponent but not enough resources to fight him in the fields and on the beaches – it’s only smart that you start using ambushes, hit-and-run tactics, and petty warfare to gain some advantage.

And, as we have learned from the world’s foremost military analysts, there are not that many differences between the world of war and the world of business.

In other words, as Jay Conrad Levinson taught us, there is such a thing as “Guerrilla Marketing.”

And you shouldn’t be afraid to use it.

Who Should Read “Guerrilla Marketing”? And Why?

It’s there in the subtitle: if you want to make big profits from your small business by using easy and inexpensive strategies, then “Guerrilla Marketing” is the book for you.

It’s also a good way to get yourself more familiar with the marketing practices of the digital age, so, if you are an entrepreneur or a marketer, make “Guerrilla Marketing” a must-read: you don’t want to be left behind.

Jay Conrad LevinsonAbout Jay Conrad Levinson

Jay Conrad Levinson was an American business writer, known as the man who invented the concept of “guerrilla marketing.”

Born in Detroit and raised in Chicago, Levinson graduated from the University of Colorado. He left the United States to work for Leo Burnett in London, serving as the Creative Director at Leo Burnett Advertising.

Afterward, he returned to the United States and became Senior Vice President at J. Walter Thompson and started teaching guerrilla marketing at the extension division of the University of California in Berkeley.

A monthly columnist for “Entrepreneur Magazine” and at the Microsoft’s website, Levinson wrote almost 30 business books during his life, most of which appear in numerous languages, and some of which – such “Guerrilla Marketing” – are required reading in many MBA programs.

“Guerrilla Marketing PDF Summary”

By definition, marketing is “the study and management of exchange relationships… used to create, keep and satisfy the customer.”

Obviously, this presupposes a continual balanced effort: if you don’t call your girlfriend from time to time or if you go too far with your wooing efforts, you’ll probably end up with no exchange relationship to study and manage.


Traditional marketing identifies the heavy weapons of marketing: radio, TV, newspapers, magazines, direct mail, and the Internet.

As you can see even at first glance, most of these are expensive!

“Coca-Cola” and “McDonald’s” may be the world’s most recognizable brands, but this comes at some very hefty prices: these companies spend roughly $1 billion dollars a year to create brand awareness and market their products.

And they are not even close to the top 5!

Of course, if you are a small-business owner with a dream, this doesn’t bode well for you: you’ll never have enough money to compete even with far less important players.

Well, this is where Jay Conrad Levinson’s “guerrilla marketing” enters the stage.

The idea is simple: when you don’t have money, use your brains more creatively and find another way to reach your customers.

Unlike the big companies, you can’t think in the long run either: you can measure your success only in terms of immediate profits, because, as opposed to “Coca-Cola” and “McDonald’s,” you don’t really have money to burn to reach a wider audience and expect a return ten years later.

Guerrilla marketing is basically a way for a small business to use the one edge it has over big companies: the potential for dialogue.

Marketing’s biggest hit for decades – a TV commercial – is, by definition, a monologue: “I’m telling you the most important things about myself.”

However, small businesses have the time to respond individually to their customers and should use this to generate a dialogue and get closer to them: “You ask me anything you’re interested in – and I’ll tell you whenever you want, and in whatever form you’d prefer.”

If you want to build a successful guerrilla marketing campaign, you must first position yourself well on the market.

Then, you should make seven key analyses:

#1. First of all, you should determine your customers’ desired action, so that you have an objective to strive for. In other words, if you are the owner of a bookstore, the desired action would be people coming to your store and buying your books.

#2. Then, you should establish your competitive advantage – i.e., why would someone buy your product and not someone else’s. Is your product unique, better, less expensive?

#3. Defining your target market is the third thing you should be aware of. In other words, who are the people you want to sell your product to, the people willing to buy it?

#4. Next – your marketing tools. These depend largely on your target market since there’s no point in selling an ad in a magazine if your target market consists of people who prefer books.

#5. Which brings us to the market niche – ask yourself what it is and what is your core business.

#6. The sixth thing you will have to think through before embarking on a guerrilla marketing campaign is your business identity. Don’t lie to your customers that you are more than you can be. In the long run, this strategy always fails. What works is honesty.

#7. Finally, determine your campaign budget. Of course, you should make the calculation in relation with how much you want to earn in return. It is a big mistake for any small business to use more money than a campaign promises to return.

Address these seven issues, and you have a solid foundation for a guerrilla marketing campaign.

Then, your creativity is the only limit: choose whichever medium best suits you, see if you can give away free stuff, organize free parties, learn the values of non-media marketing, invent your own personal marketing strategy… anything you can think of!

Empires have been built on guerrilla marketing methods.

Don’t waste your chance to build one yourself by thinking that you need a lot of money for a marketing campaign.

Key Lessons from “Guerrilla Marketing”

1.      Guerrilla Marketing Comes In Handy When Your Resources Are Limited
2.      The Seven Foundations of a Successful Guerrilla Marketing Campaign
3.      The Rule of Thirds and Internet Marketing

Guerrilla Marketing Comes In Handy When Your Resources Are Limited

Until the mid-1980s, marketing was something only large corporations could afford.

But, then, with the advent of the Internet and Jay Conrad Levinson’s disruptive guerrilla practices, marketing changed profoundly.

Because what Levinson noticed before anybody is that a new age arrives, one in which you won’t need too much money to market your product.

The only thing you’ll need is creativity.

The Seven Foundations of a Successful Guerrilla Marketing Campaign

A successful guerrilla marketing campaign starts with positioning and with careful consideration of its seven most important aspects.

Namely, determining your customers’ desired action and your competitive advantage, defining the target market and your marketing tools, establishing your market niche and inventing your business’ identity, and, finally, settling on your campaign budget.

All of these things are vital – and you shouldn’t skip any of them.

The Rule of Thirds and Internet Marketing

Internet marketing was basically non-existent when Jay Conrad Levinson first published “Guerrilla Marketing,” but nowadays it’s so ubiquitous that Kotler’s “Marketing 4.0″ is justly subtitled “moving from traditional to digital.”

However, if you want to market yourself on the Internet, you should be aware that many things depend on the right allocation of your resources.

A good way to circumvent risks is adhering to the rule of thirds.

Namely, first, spend one-third of your money to build a website, then the second third to promote it, and the final third to continually manage it.

Don’t waste more than a third on any of these processes – or you’ll end up with a great website that no one visits, an average website that people have no interest of visiting, or an exceptional website that people stop visiting after it stops improving.

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“Guerrilla Marketing Quotes”

If you can't convert those people to paying customers, you'll have failed at one of Internet marketing's necessities – converting visitors to customers. Click To Tweet

Because they are so intimidated and worried about making mistakes, they simply don't do it. Click To Tweet

If you can talk to them about themselves, you'll have their full attention. Click To Tweet

Quality is not what you put into your product or service but what your customers get out of it. Click To Tweet

In the fool's mind, there are many choices; in the wise man's mind, there are few. Click To Tweet

Our Critical Review

“Guerrilla Marketing” is one of the most important marketing books ever written, and certainly the most influential in the world of small business owners.

Truth is, you’ve actually read this book by now even though you’ve never bought it, since its ideas have become such a big part of our everyday life, and marketing has democratized to such an extent after the digital revolution that it is almost impossible to not employ some form of guerrilla marketing and survive in the jungle of capitalism.

But don’t forget: the first edition of this book was published in 1984, and almost immediately it became a classic.

And its essential premise – if you don’t have money, it doesn’t mean you’re not creative – is basically the organizational dictum for the majority of marketers in the world today.

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Make a Killing on Kindle Summary

Make a Killing on Kindle SummaryAre you a self-published writer?

Then it is time you understand that your job is not just to write, but to market your book as well.

Read on to find out the exact techniques that can help you top the Amazon charts in no time.

Who Should Read “Make a Killing on Kindle” and Why?

“Make a Killing on Kindle” is a step by step marketing guidebook that will help self-published authors reach their readers and climb the Amazon charts in a particular category in a matter of just a few weeks.

We recommend it to all aspiring authors, and to the already published ones who want to experience bigger success.

About Michael Alvear

Michael AlvearMichael Alvear is a successful self-published author with over two decades of experience in media and marketing strategies.

“Make a Killing on Kindle Summary”

Some time ago, everyone who wanted to publish a book, had to gain the favor of the publishing gatekeepers: the critics, editors and publishing houses.

However, the Internet has changed the world in so many ways, and it has already changed the publishing industry.

Now aspiring authors no longer have to beg for mercy: they have the market at their fingertips.

But, does that mean that now anyone can be an author?

Well, it does mean that everyone can publish a book, but that is not the same as being a successful author.

The fact that everyone can publish his or her book means that the competition is as big as ever.

There are so many titles that readers can choose from, so why would they pick your book?

The key is not being a good writer. Yes, you have to know how to write, but your job now extends much further than that.

Once you take off your writer’s hat, now you have to roll up your sleeves and put on your marketer’s hat.

Many books and articles explain the world of self-publishing. However, most of these texts advise you to do the same as other already successful authors: create a reader’s platform by making people subscribe to your email newsletters and follow you on Twitter.

However, this is such a hard thing to do, since you will have to have hundreds of thousands of people in your loyal fanbase, in order to make it.

Statistics show that only three-tenths of one percent will click on an advertisement displayed on your blog. Out of this number, only four percent will continue and buy your book.

Can you see how low these numbers are?

Out of 10 000 subscribers, only 1.2 will become your reader.

Obviously, if you are a new author, this approach will not work for you.

Another thing you should not attempt doing is creating a social media campaign around your Kindle book. Social media is great for attracting followers, but that does not mean that those followers are Kindle users.

We just told you not to use the two most famous tactics about making it in the self-publishing world.

Then, what do we advise you to do?

Do not worry; we have a few other, more useful tools you can use to actually create results.

First, remember that readers need to be able to find your book. In order to do that, you have to insert keywords in your book title, description, and the search engine profile, which will connect your book to what your customers search for.  

However, how do you know the words people search for?

Google has you covered on this. Search for a phrase of your book on Google AdWords, and you will see a list of related keywords along with the frequency of searches. Then, choose your keywords from this list.

Another thing you have to put some thought into is the category you place your book in. To find a category, find authors who are similar to you, and the categories they use for their publications.

While you do this, be careful not to put your book in a category that has too much competition in it.

Balance is the key since you want something the readers search for, but you do not want your book to be just another of the many.

Now that you have this covered, it is time that you take care of the visuals.

The cover is what makes the first impression of your book, as well as its title.

Do not lose your battle before it even begins – put some effort into coming up with a good title and put your book design into a professional’s hands.

The best titles are short and attractive. Also, make it as clear as you can, since today’s readers do not have too much patience to find out the meaning of the words.

The only thing that is left is creating an effective book description and adding the “look inside” option, which will allow your readers to have a peek at your content.

Of course, once you let your readers have a look at your content, you must ensure you get them to see the best part of your content, that will only leave them asking for more.

What we covered are just the basics of creating your book for online readers. For more information scroll down to our key lessons, and for a better understanding and all the techniques refer to the full book.

Key Lessons from “Make a Killing on Kindle”

1.      Social Media Presence Will Not Help You as Much as You Think It Will
2.      The Title and Book Cover Are Everything
3.      Get Reviews

Social Media Presence Will Not Help You as Much as You Think It Will

Most books on self-publishing will advise you to build a following on social media, but in fact, only a small portion of your followers will turn into your readers.

So, instead of obsessing over the numbers on Twitter, put an effort in creating a good book.

The Title and Book Cover Are Everything

You have heard it many times: do not judge a book by its cover, but the fact is that everyone WILL judge your book by its title and cover.

So, make sure they are good.

Get Reviews

When you are starting out, make sure you have reviews on Amazon, since readers will get more interested in reading your book if they see someone else has read it.

Reach out to your friends and family to do you this favor. Make sure not the starting reviews you get are five-starred, since if that is all there is – no one will believe they are genuine.

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“Make a Killing on Kindle Quotes”

Don’t pretend to ask for advice when you’re looking for vindication. Click To Tweet

Write the book description in the third person and present tense. As if you’re sitting face-to-face with a browser who just asked you what the book is about. Click To Tweet

Try not to mention more than three or four characters unless they’re vital to the story. If you can’t hook them with four characters you won’t be able to do it with five or six. Click To Tweet

Search -Power words- on Google and you’ll find plenty of them. Click To Tweet

Our Critical Review

“Make a Killing on Kindle” does exactly what it promises in the title: it gives readers a set of useful principles that they can follow if they want to make it in the highly competitive self-publishing world.

Although it is a bit old, when it comes to the Internet, the principles are still sound and valuable.

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