The World's Best Book Summaries
What is the key to getting people to onboard with an idea? How do communicate an idea in such a way that gets people to not only listen to it, but act on it? If you want people to hear your idea and act on it, show them how they will benefit. Ultimately, you can use this appeal to self-interest to get them to care about something else. Continue reading to learn how to make your message stick with an appeal to self-interest.
What are company capabilities? How do you build company capabilities? Company capabilities are the resources and competencies a company needs to succeed better than its competitors. You build core business capabilities through customer research, innovation, branding, and an effective product-to-consumer strategy. Read more about how to build company capabilities that are vital for marketplace success.
What is scarcity marketing? Why does the fear of missing out make people want to buy a product? Scarcity marketing is based on the idea that people generally want what they can’t have. If you can make your product seem scarce or difficult to acquire, customers will be more likely to want it. In this way, scarcity marketing can be a great way to increase demand for a product. Keep reading to find out how to use scarcity marketing the right way.
Do you have an idea in mind? What is the core message behind your idea? If you have an idea to communicate, you want it to be sticky: you want people to understand it, remember it, and pass it on. The key to doing this is twofold: identifying your core message and making it compelling. Here is how you can distill the core message of your idea and make it stick.
What sets companies with successful business strategies apart? What is a good business strategy example? Companies with successful business strategies identify a playing field where they can thrive and figure out a unique competitive advantage that helps them win. A good example is Gain, a subsidiary of P&G. Gain set itself apart from competitors in a crowded detergent marketplace by marketing its product as having a unique and powerful scent. This strategy helped the product become a billion-dollar brand. Read on to discover the secrets of companies with successful business strategies.
What are some examples of bad marketing? How can you learn from these mistakes and improve your marketing strategy? There is a lot that can go wrong when creating marketing strategies. From improper wording to emotional insensitivity and confusion, it’s important to avoid these bad marketing mistakes in your own campaigns. Here are some examples of bad marketing you can learn from.
What are some examples of good marketing? What tactics did these companies successfully implement? In Contagious, Jonah Berger discusses effective marketing strategies used by companies, from Apple’s earphones to the gamification of airline travel. Knowing these examples of good marketing can help you apply the lessons to your own marketing strategy and improve your approach. Learn from the examples of good marketing discussed below.
Want to know how to play to win, according to former P&G CEO A.G. Lafley? How can businesses use cost leadership and product differentiation to win in the marketplace? Businesses that have mastered how to play to win use either cost leadership or product differentiation to thrive in the marketplace. Cost leadership involves pricing competitors out of the market, while differentiation involves selling a quality product that engenders brand loyalty. Read more to learn how to play to win in the marketplace.
What is Jonah Berger’s STEPPS marketing strategy? How can understanding this help you create contagious products or ideas? In his book Contagious, Jonah Berger shares his best marketing secrets, including his STEPPS marketing strategy. This involves six powerful steps for creating contagious products and services. Understanding this strategy will help you make your product or idea compelling enough to become contagious. Keep reading to find out the six key principles of Berger’s STEPPS marketing strategy.
What is discount marketing? How can you create effective discounts that make customers spend more? People love to save money, so creating an attention-grabbing discount is an effective marketing strategy. This discount can’t just be an “okay” saving that doesn’t really stand out. If it is, people will take advantage of the deal themselves, but probably won’t tell others about it. For a discount to be worthy of sharing, it needs to be truly amazing. Find our guide to effective discount marketing below.