The World's Best Book Summaries
How is pricing determined in the blue ocean strategy? What are the benefits of low-cost pricing? Blue Ocean Strategy authors W. Chan Kim and Renée Mauborgne advise setting your price to maximize the number of buyers in your market. In other words, you want to select a price that will make your product attractive to as many potential customers as possible. Keep reading to learn about the blue ocean strategy pricing approach.
Does your business exceed customer expectations? Why isn’t it good enough to simply meet customer expectations? In their business fable Raving Fans, management experts Ken Blanchard and Sheldon Bowles say that, if you want to create “raving fans” of your business, you need to go beyond meeting expectations. It’s only when you exceed a customer’s expectations that they become loyal to your company. Here’s why you should aim to exceed rather than satisfy.
How can you turn casual buyers into loyal customers? What does customer service have to do with loyalty? The book Raving Fans by Ken Blanchard and Sheldon Bowles is all about the importance of exceptional customer service when it comes to building a customer base. The business fable outlines the importance of going beyond what is “satisfactory” so customers will keep coming back. Here’s how to create loyal customers in five steps, according to Raving Fans.
What are the principles in the book All Marketers Are Liars? What is Seth Godin’s formula for successful marketing? In All Marketers Are Liars (also titled All Marketers Tell Stories), Seth Godin argues that good marketing is spreading ideas through good storytelling. Everyone is a marketer because everyone has ideas to spread. Often, the story you tell about your idea is just as important as the idea itself. His principles of storytelling can be applied to product marketing, dating, politics, job hunting, and more. Read on to learn the five principles presented in All Marketers Are Liars (All Marketers Tell
What is the book All Marketers Are Liars about? How has the book been received? Published in 2005, All Marketers Are Liars offers a fresh take on marketing—one that focuses on connecting with your customer, rather than on catchy advertising jingles or gimmicks. Seth Godin wants you to tell your customers or audience a great story about your product, your political campaign, your job experience, or even just yourself. This book explores new marketing concepts that you can use to tell a better story in any area of your life. Read more to learn about the book All Marketers Are
Have you always hit all of your marketing goals? What do you do when you fail? Failure in marketing is inevitable. The main thing is to understand where you went wrong. Seth Godin discusses four common marketing failures and what you can do to turn things around. Read more to learn how to grow from marketing failures and mistakes.
Do you effectively engage in competitive marketing? Do you know how to come out on top in the marketplace? Competition is unavoidable, so you must learn to handle it well. Seth Godin shares four strategies to tell your story in ways that give you an edge over the competition. Read more to learn these competitive advertising strategies.
What is ethical marketing? Is there a meaningful difference between fibs and frauds? In All Marketers Are Liars, Seth Godin argues that good marketing is good storytelling. He explains that it’s ethical to stretch the subjective truth when you tell a story, but that you cross a line when you stretch the objective truth with claims that can be proven false. Read more to learn the finer points of ethical marketing.
What impression do you make on your customers? Do you make them want to engage further? Customers filter information through their worldview. This tendency to make quick, lasting judgments means it’s important to make a good first impression with your product and company. It’s important to distinguish first encounters from impressions, to know how to make a good impression, and to understand the power of personal connection. Read on to learn how to impress customers.
What are your customers thinking? How do they operate in the marketplace? Seth Godin explains that customers follow four steps as they navigate the market. When you understand what’s going through their mind and how they make choices, you’re better positioned to get your message through to them. Continue reading to learn how to understand your customer.