The World's Best Book Summaries
Are sales letters still a thing? How can they be used to get customers to buy your product? In The Ultimate Sales Letter, Dan Kennedy (a multimillionaire entrepreneur and direct-response marketing consultant) shares strategies for crafting powerful sales letters. These letters capture customers’ attention and make them want to buy what you’re selling. Continue reading for an overview of this top-selling book.
Are you looking to further your understanding of The Tipping Point? Do you understand all of the lessons from the book? The Tipping Point by Malcolm Gladwell (the author of Outliers) focuses on how to push ideas or products to a tipping point in order to create a social epidemic. He that there are three factors that can be adjusted to tip an idea to a social epidemic: the messenger, the message itself, or the context of the message. Below, we’ve put together some The Tipping Point discussion questions and a quiz, with answers.
Want to know how to measure campaign performance for your brand? Which method is used by marketing experts? Jay Conrad Levinson is a marketing expert whose book, Guerrilla Marketing, has taught many readers how to advertise more effectively while spending less money. According to him, measuring the performance of an ad campaign goes further than simply assessing the amount of customer interest you create. Read on to learn Levinson’s step-by-step method for measuring campaign performance.
What’s the best way to position a product in the market? What steps should you take, and in what order? In Obviously Awesome, April Dunford proposes a 12-step process that lets you position any product well. Her process takes you all the way from creating a cross-departmental positioning group to sharing your final positioning across the company. Let’s take a look at each step in Dunford’s product positioning strategy.
In the marketing process, how important is positioning? What are the right—and wrong—ways to do it? In Obviously Awesome, positioning consultant and speaker April Dunford explains why positioning is critical to successfully selling your product. To help you position any product well, Dunford provides a 12-step process. Keep reading to learn what positioning is, common positioning mistakes, and the 12 steps.
Once you’ve created a product positioning plan, what are your next steps? How do you make your plan a reality? Once you have a positioning strategy, you need to put it into effect. Your positioning implementation plan should involve creating a narrative about your product, building your messaging, and, finally, tracking your success and making any needed adjustments. Let’s take a look at each step in detail.
In marketing, is chasing trends ever a good idea? If so, when? How should it be done? Sometimes you’ll find that you have the option to connect your product to a current trend. In Obviously Awesome, positioning consultant April Dunford discusses the pros and cons of this strategy. Continue reading for Dunford’s advice regarding latching onto a trend.
What’s your product worth to your customer? How will each feature benefit them? In Obviously Awesome, April Dunford proposes a 12-step process that lets you position any product well. Step 6 involves product value. First, identify each feature’s benefit, and then figure out what the value of each benefit is. Let’s take a closer look at this step in the product positioning process.
What are the various kinds of markets in which you can sell your product? How do you determine which market is the right one for your product? Positioning means establishing the context for the use of your product, and selling your product in the right market helps provide that context. For instance, if you sell a new snack in the “chip” market, customers immediately know approximately what your product will look and taste like. Keep reading to learn how to target the right market and dominate it.
Who’s most likely to buy your product? How can you figure that out? To help you position any product well, April Dunford provides a 12-step process. Step 7 is to pinpoint customer segments most likely to buy your product. Read more to learn about Dunford’s three-step process of customer segmentation analysis.