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Based on hundreds of solid ideas that really work, Levinsons philosophy has given birth to a new way of learning about market share and how to gain it.
Consumers have grown immune to big budget advertising, but marketers that expend a bit of time and effort a€” rather than piles of money a€” can generate effective results with inexpensive, small-scale stunts. It’s never too late to make professional development a part of your everyday life and there is no better way to do that than to catch up on your reading (either e-reading or a good old fashioned physical book).
In Buy-ology, Lindstrom, presents the astonishing findings from a three-year, $7-million-dollar neuro-marketing study, an experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. The book covers a wide range of closely related topics, including how to identify your USP, how to build an unforgettable personality, how to put personality and pizazz into your email marketing, search engine optimization, remarketing, and so on.
Most executives spend the vast majority of their time creating their work, and almost no time on the presentation. If you could point your finger at one book that changed the face of marketing, it would be this one. Today’s biggest trends—the mobile web, social media, real-time—have produced a new consumer landscape. Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.
The book is about the failure of companies to stay atop their industries when they confront certain types of market and technological change. This is another one of those seminal books that you can look back at and marvel at just how prescient it was. Jeffrey Gitomer, the sales guru and author of the bestselling The Sales Bible, has produced another terrific book that addresses sales with a lively combination of humor and professionalism to help salespeople get their feet in many more doors. There have been countless books written on viral marketing and how brands should tell a better story. In Never Eat Alone, Ferrazzi lays out the specific steps—and inner mindset—he uses to reach out to connect with the thousands of colleagues, friends, and associates on his contacts list, people he has helped and who have helped him. A wise individual once said that Gladwell has a knack for writing books that business leaders feel stupid for not having on their bookshelves. The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire.
The Eisenberg brothers are experts at understanding and explaining the power of marketing optimization. Evolving from the premise that customers have always behaved more like cats than Pavlov’s dogs, Waiting for Your Cat to Bark? This book adeptly address today’s business challenges, as explained by web analytics thought leader Avinash Kaushik. The book will help your organization become more data driven while you become a super analysis ninja!
Most people know Rothenberg as the President and CEO of the IAB (Interactive Advertising Bureau). In Where the Suckers Moon, Rothenberg chronicles the brief, turbulent marriage between a recession-plagued auto company and an aggressively hip ad agency (whose creative director despised cars), capturing both the ad world’s tantalizing gossip and the broader significance of its creations.
When word came out that he was writing a book about his writing process ad writers everywhere must have tripped over themselves to buy a copy. If ever there was a holy grail of marketing passed down from father to son, it would be this book. Just like a magician and a sword swallower have tricks that wow their audience, so do New York’s elite advertisers. In this book you will learn the “tricks” that New York’s biggest ad agencies use every day. According to leading neuroscientists, 95 percent of all thoughts, emotions, and learning occur before we are ever aware of it. Brainfluence explains how to apply neuroscience and behavior research to better market to consumers by understanding their decision patterns. Inside this book you will learn how to create presentations that win large deals, to craft a pitch so good that people ask to be pitched by you, and how to build a sales army of top performers who love commission based pay. This book contains just about everything you need to get someone started on marketing basics, while not being overly dense (and thus productivity-dampening). Inside this book you’ll find hundreds of words and phrases to help you start your emails, sales letters, or Adwords ads. An international bestseller, revised and updated for 2009, this second edition gem of a book contains more than 25 interviews and case histories, two completely new chapters, introduces a new typology of 12 different kinds of Challengers, has extensive updates of the main chapters, a range of new exercises, supplies weblinks to view interviews online and offers supplementary downloadable information. CMI is responsible for producing Content Marketing World, the largest content marketing event in the world, as well as the leading content marketing magazine, Chief Content Officer. Revelatory exploration of the hottest trend in technology and the dramatic impact it will have on the economy, science, and society at large. Consider this book the millennial response to carpe diem, along with pretty explicit instructions on taking advantage of Lady Luck. Ever wonder how the strangest things become viral phenomena – and inspire hundreds of copycat productions? Whether you are introducing a new product or service, or trying to share an idea widely, this book will help you understand the forces that help ideas to become cultural landmarks.
Call to Action includes the information businesses need to know to achieve dramatic results from online efforts. Within these pages, New York Times best-selling authors Bryan and Jeffrey Eisenberg walk you through the five phases that comprise web site development, from the critical planning phase, through developing structure, momentum, and communication, to articulating value. Filled with best practices and practical solutions, this book demystifies the business of social media.
Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. Kotler developed new concepts in marketing including atmospherics, demarketing, megamarketing, turbomarketing and synchromarketing. When Guerrilla Marketing was first published Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Marketing and technology have been two separate worlds, speaking different languages, using different processes, and valuing different kinds of talent. As Ries and Trout note, you can build an impressive airplane, but it will never leave the ground if you ignore the laws of physics, especially gravity.
What would a list like this be without a nod to one of the most well-known Mad Men of our time?
In his years as an advertising executive and copywriter, Ogilvy created some of the world’s most successful and iconic marketing campaigns, including the legendary Man in the Hathaway Shirt, plus notable efforts for Schwepps, Rolls Royce, and the island of Puerto Rico among many others.
Ok, let’s begin with this: Positioning was named by Advertising Age the best marketing book of all time.
Ries and Trout describe how positioning is used as a communication tool to reach target customers in a crowded marketplace. When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. What Is Guerrilla Marketing Today?Marketing is every bit of contact your company has with anyone in the outside world.
Guerrilla marketing "works because it's simple to understand, easy to implement and outrageously inexpensive," says Jay Conrad Levinson, the man who coined the phrase. Consumers have grown immune to big budget advertising, but marketers that expend a bit of time and effort — rather than piles of money — can generate effective results with inexpensive, small-scale stunts. Take a look through our gallery of guerrilla and street marketing examples, where promotions costing no more than a few dollars can have a big impact on the consumers. This stupendously simple idea places Vodka-flavored temptation in the traveling consumer's way.
Second, it plays on the fact that -- even if you'd never act on it -- you've probably thought about how easy it would be to nab an interesting looking item from the belt and just walk off. By taking an instantly recognizable shared experience (the booted car, the parking ticket) and adding an element of fun (the big shoe and randomly targeting anonymous vehicles), Nike gets across its message, which under different circumstances could be seen as a little too preachy.
Swedish furniture giant Ikea makes little public pockets of Manhattan a little nicer with whimsical street settings in the "Everyday Fabulous" campaign.
Seeing such ordinary items in unexpected places is a great way to cement something in a consumer's mind, as well as actually get your physical product right under their noses -- not an easy feat under normal circumstances. Libresse (or Bodyform as it's branded in the UK) dropped more than 3,000 gift packs of tampons on Dutch beaches, with the feminine hygiene products falling out of the sky on pink parachutes.
However, we think the real success of the campaign was making a fun spectacle out of what society suggests we should keep under wraps. That, and the fact that the resulting video is chock-full of women in bikinis, all adds up to a successful promotional stunt. Our favorite on this list for its sheer simplicity, Loctite's street marketing for its Super Glue 3 product can literally be found at street level -- as in glued to the sidewalk.
Really, what better way is there to demonstrate the effectiveness of your adhesive than the old coin-glued-to-the-ground trick? Car rental company SIXT's German agency came up with a novel super-solution to get its rental deals seen by visitors at the Hamburg airport. What makes this so innovative is not just making very affordable use of an existing platform, the Wi-Fi network, but that its target audience (professionals) was arguably the group most likely to be accessing that platform. Besides being a case study in clever guerrilla marketing, this is a great example of using the tools already at your disposal. The concept is not ground-breaking by any means, but what's notable about this campaign to raise awareness for a new Lee jean store opening in Paris is how far the team has gone to plaster Paris with Lee denim. The sheer scale of jean-covered parking meters, clothes lines, manhole covers and stickers would surely guarantee that no one in the area could fail to notice the grand opening. UNICEF took a very ordinary object -- a water vending machine -- and made it startling by filling it with bottles of disease-laden H2O to enlighten New Yorkers about how something we take for granted is not such a luxury in the developing world. While stopping passersby in their tracks with choices of malaria, cholera and typhoid-flavored "Dirty Water," the UNICEF staffers then got the message across that $1 is enough to ensure a child gets access to clean water for 40 days -- a simply bottled message that saw the donations roll in. It was a clever way to convey an issue, confronting those that live a life of luxury with stark realities from other parts of the world. Let's face it -- any change from the mind-numbing daily commuting routine is a bonus, and Volkswagen really delivered the goods with this installation that offered the "Fast Lane" option.
While the speed message suits a car marque well, so too the sense of fun suits the brand message of the particular car being promoted, the Polo GTi. Other parts of this campaign saw skateboards attached to shopping carts and an elevator pimped out as a space shuttle -- all slightly anarchic ways of spicing up daily life and all quite memorable.


Dutch agency Novocortex managed to get its online insurance client a ton of press -- and traffic -- with a simple guerrilla marketing campaign that went viral, and cost less than 1,000 euros. Using static paper "stickers," motorists were fooled into thinking their cars had been scratched. The stickers ran out after two days as the public willingly spread the message across the Netherlands, which, as we all know, is pretty much the Holy Grail of any marketing campaign. We're tacking this fun stunt on as a bonus video, since it's not a consumer targeted campaign, but still amusing nonetheless. This was taken advantage of brilliantly by nearby rival agency TBWA, which took the opportunity to post a giant message reading "You'll get a better reception at TBWA" -- a statement that, considering the ongoing construction in the building, was technically correct on one level at least. Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers.
Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing. Guerrilla marketing has been proven in action to work for small businesses around the world. In this completely updated and expanded fourth edition, he offers a new arsenal of weaponry for small-business success in the next century. What follows are some of the best books ever written about marketing and if we were putting together a comprehensive reading list for both recent business school graduates and business veterans wanting to understand the mindset of some of the youngest, brightest voices in the field, these books, many of which are classics, would be on that list. We ranked Inc.’s, Ad Age, Forbes and Wall Street Journal lists of best marketing books and averaged out their place on the list to come up with a top 50. His results shatter much of what we have long believed about what seduces our interest and drives us to buy.
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.
Perry, who is regarded by many people, as THE AdWords expert, knows that if you want to succeed brilliantly in online marketing, you need to know a whole lot more than just how to gain Google’s trust and get cheap, targeted clicks on AdWords ads. There’s a fascinating chapter – Chapter 16 – on how to use social media indirectly – especially Facebook – to do your market research and produce a treasure trove of insights about what your customers really want. Before word of mouth marketing became a profession unto itself, Rosen figured out why certain brands get attention and how they do it. In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere. There are countless books on the topic, and this is the only one worthy of reading, studying and applying.
Through an engaging and humorous narrative, Peter Coughter presents the tools he designed to help advertising and marketing professionals develop persuasive presentations that deliver business.
The End of Business As Usual explores this complex information revolution, how it has changed the future of business, media, and culture, and what you can do about it. Shirky is more academic than fluff, and this book dives deep into technology and social media with beautiful and high-brow writing. Forming groups is easier than it has ever been: unpaid volunteers can build an encyclopedia together in their spare time, mistreated customers can join forces to get their revenge on airlines and high street banks, and one man with a laptop can raise an army to help recover a stolen phone. Yes, this book is that funny, but it’s also one of the best books out there on what makes an ad great, and how to push yourself to create a great one as well. It’s about the failure of good companies, which is an interesting angle for the authors to have taken.
Imagine this: it’s almost a decade old, but still resonates with some very deep thinking about where advertising is going. The fragmentation and proliferation of media touch points and content alternatives makes reaching massive audiences difficult at best. For those who are running into dead ends, stale leads, price objections, and unreturned phone calls, Gitomer has created The Little Red Book of Selling to show them how to get past the usual obstacles and sell their products and services with new zest and vigor. This simple, fun and short book is full of how to better position, market and sell both yourself and the products and services that you represent. If you’re looking for the ultimate primer on social media, what it means and what it can do, this is it. Just as a single sick person can start an epidemic of the flu, so too can a small but precisely targeted push cause a fashion trend, the popularity of a new product, or a drop in the crime rate.
Sadly, this is one of the most important aspects of the marketing sphere that most professionals spend little-to-no-time working on. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. Inside you will learn the difference between writing sales copy to warm leads and perfect strangers. It’s available for free online, yet people STILL pay as much as $400 for a used print version. One so big you felt like being #2 is the best you’ll ever be because they’ve got the #1 spot on lock?
As long as your customers are humans it doesn’t matter what you are selling… these tricks work for every business. Yet, most marketing efforts forgo the vast subconscious and instead target the rational, conscious mind. Neuromarketing studies the way the brain responds to various cognitive and sensory marketing stimuli.
In this guide, join Christopher Penn, Vice President of Strategy at Blue Sky Factory and professor of Internet Marketing at the University of San Francisco, as he covers the 4Ps, SWOT, Strategy, ROI, funnels, and many other basics in a tight, compact format that will help bring you or a colleague up to speed very quickly in the basics of marketing.
Each concept has a series of exercises that will let you test your knowledge and apply it to the business situations you’re facing at your company.
Who is trusted by America’s top corporations and is considered one of the greatest marketers of all time.
Have you ever seen a company offer you a coupon on your receipt of purchase… that’s classic Jay Abraham! As well as hundreds of other words and phrases that help with other points in your ad copy.
His blog (find it by typing “seth” into Google) is the most popular marketing blog in the world.
Previously an executive with TBWA\Chiat\Day, one of the world’s largest advertising agencies, he has worked with clients like IKEA, Unilever, Virgin, and Apple. Ok, if you like “Mad Men” these musings are vividly reminiscent of the goings-on at Sterling Cooper—the late nights, the three-martini lunches, the sex on couches, and, of course, the actual work of plugging products—this is the story of what Madison Avenue was really like in the ’60s. CMI also offers strategic consulting for enterprise brands such as AT&T, Petco, LinkedIn, SAP and many others. Big Data refers to our burgeoning ability to crunch vast collections of information, analyze it instantly, and draw sometimes profoundly surprising conclusions from it.
Johansson actually borrows some techniques and tools from the creative world, especially following one’s curiosity to spotting momentum and intensity. That’s the focus of this book; a far more resonant subtitle might be How to Harness Purposeful Bets. The latest book from renowned anthropologist Grant McCracken collects more than a dozen cultural trends and then looks as their evolution to introduce the concept of a “culturematic” – a little machine for making culture. Lots of people try to explain the success of ideas that go viral – but hardly any of them has the combined track record and smarts of McCracken to produce quite so credible of a guidebook on how to do it. You will learn how to define the financial and nonfinancial business impacts you are aiming for–and achieve them. Thirty-one years ago, in 1983, Jay Conrad Levinson took marketing out of the world of Mad Men and huge corporations into the hands of entrepreneurs and small businesses.
Based on hundreds of solid ideas that really work, Levinson’s philosophy gave way to a new way of learning about market share and how to gain it. Instead of marketing that’s needed by companies, Youtility is marketing that’s wanted by customers. With an in-depth look at cloud computing, data- and API-enabled creativity, ubiquitous computing, and more, Converge presents a road map to success.
In this book the prolific Al Ries and Jack Trout lay the foundations of marketing for those in the business. Why then, they ask, shouldn’t there also be laws of marketing that must be followed to launch and maintain winning brands?
Whether you agree with that or not, this is one of the “must have” books if you’re in marketing. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. For information about booksellers in your area, we recommend you visit Book Web’s Bookstore Directory or order from an online bookstore in the list provided. First, it's a place a consumer is forced to wait, consequently making any distraction a welcome one. With the stunt taking place on "International Car Free Day," it adds legitimacy to what could be a slightly dubious, potentially invasive campaign. It put videos of tricked drivers online and offered stickers to viewers so they could fool their friends.
Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.
Today there are 58 volumes in 62 languages, and more than 21 million copies have been sold worldwide. It works because it’s simple to understand, easy to implement and outrageously inexpensive.
Whether you agree with our assessment or not, there can be no disputing the fact that these are some of the best written and informative business books out there, and available. By injecting neuroscience into the art of marketing, Martin Lindstrom, voted one Time Magazine’s most influential people of 2009, explains how everything we think and do is influenced by mental forces of which we are only vaguely aware (if at all). In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.
These tactics could also be used by affiliates looking for ideas for “money pages” – pages that generate revenue because they hit the spot exactly, targeting problems that are crying out to be solved right now. Long before Facebook and Twitter, this visionary book told the tale of everything we believe and hold dear in these times of inter-connectedness. The results of this new world of easy collaboration can be both good (young people defying an oppressive government with a guerrilla ice-cream eating protest) and bad (girls sharing advice for staying dangerously skinny) but it’s here and, as Clay Shirky shows, it’s affecting everybody.
Written by a copywriter, this book demonstrates the power of words and the power of spending the time to find the right words. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads.
This book is the blueprint for anyone searching for fresh, revolutionary ways to get their message out beyond traditional media.


Perhaps one of the best books ever written on how a brand can (and should) tell a story (and how to do it). Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick. A key component to better understanding the power marketing is to learn about how to network and connect with others. The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages.
Focusing on how the business climate has changed, this inspirational book outlines how the new world of business works, explores radical ways of overcoming outdated, traditional company values, and embraces an aggressive strategy that empowers talent and brand-driven organizations where everyone has a voice. The Tipping Point is great because it helps marketers better understand the inflection point that happens when a product is ho-hum and how it then takes off like a rocket.
This widely acclaimed bestseller, in which Gladwell explores and brilliantly illuminates the tipping point phenomenon, is already changing the way people throughout the world think about selling products and disseminating ideas. This book filled with practical and powerful advice about consumers and how to help them by making your marketing easier to follow. At the same time, emerging media have created an unprecedented opportunity for businesses to redefine how they communicate with customers by leveraging the power of increasingly interconnected media channels. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. If you want to get ahead of your competition, it’s time to stop selling to just 5 percent of your customer’s brain! Analysts use this to measure a consumer’s preference, what a customer reacts to, and why consumers make certain decisions.
There are 21 of these little profit boosters inside this book.You owe it to yourself and your company to read this. It’s the perfect companion for anyone who has ever looked at a blank page and not known where to start.
Linchpin challenges the reader to stand up, do work that matters and race to the top instead of the bottom. Before his work as a writer and blogger, Godin was Vice President of Direct Marketing at Yahoo!, a job he got after selling them his pioneering 1990s online startup, Yoyodyne. He and his partners together run The Challenger Project, the evolving research into how Challenger brands think and behave, on which their thinking, writing, and speaking is based. A worldwide bestseller when first published in 1970, this frank, irreverent, and hilarious memoir is a one-of-a-kind marketing book for the ages. He’s the founder of the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the fastest growing business media company by Inc.
This emerging science can translate myriad phenomena—from the price of airline tickets to the text of millions of books—into searchable form, and uses our increasing computing power to unearth epiphanies that we never could have seen before. He sets the stage for reader endorsements of his principles through tales of random successes, for instance Obama’s rapid rise after his keynote at the 2004 Democratic National Convention and Stephenie Meyer’s evolution of a dream into the Twilight saga.
This is a clutter-free step-by-step tutorial that shows you exactly what you need to do to become successful online.??This book takes a holistic approach to Internet marketing.
Use this book to bring true business discipline to your social media program and align with your organization’s goals. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. YOUtility provides real-world examples of companies that have moved beyond selling to provide real value — and built a fiercely loyal audience along the way.
Youtility is massively useful information, provided for free, that creates long-term trust and kinship between your company and your customers. It explores why and how this convergence is happening and explains how to restructure your organization to thrive in an age of constant disruption.
In The 22 Immutable Laws of Marketing, Ries and Trout offer a collection of 22 innovative rules for understanding and succeeding in the international marketplace. It covers a ton of space on the topic of how to brand products and services and how to place them both in market and in the mind’s eye of the consumer. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including* strategies for marketing on the Internet (explaining when and precisely how to use it)* tips for using new technology, such as podcasting and automated marketing * programs for targeting prospects and cultivating repeat and referral business* management lessons in the age of telecommuting and freelance employeesGuerrilla Marketing is the entrepreneur’s marketing bible -- and the book every small-business owner should have on his or her shelf. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide. Memoirs of Extraordinary Popular Delusions and the Madness of Crowds is a chronicle of various market crazes and irrational fads, is considered a classic in the field of market psychology. Lindstrom shows how these impulses might be scientifically measured and then used to hone marketing campaigns. Examples: An eye-grabbing advertisement, a catchy slogan, an infectious jingle? It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. The Eisenbergs don’t simply explain this shift in paradigm; Waiting for Your Cat to Bark? Most marketers eyes glaze over when they hear the word ‘analytics,’ but thankfully Kaushik is here to help make it fascinating and important. Rumors in the industry say that Agora makes as much as $600 million per year, maybe more, selling newsletters and coaching. Through the wonders of modern neuroscience, tools now exist that can help explain the brain’s cognitive processes. With quick and easy takeaways, Brainfluence contains key strategies for targeting consumers through in-person sales, online and print ads, and other marketing mediums.
Chapters 4, 5, & 6 can take you from begging for business in Craigslist to being hunted down by market leaders. More than that, though, the book outlines a massive change in our economy, a fundamental shift in what it means. A revolution on par with the Internet or perhaps even the printing press, big data will change the way we think about business, health, politics, education, and innovation in the years to come.
Covering everything from Search Engine Optimization (SEO), Social Media Marketing (SMM), Pay-Per-Click (PPC), Conversion Rate Optimization (CRO) and Website Design; this book shows you all the available tools and tactics and helps you figure out which ones will work best for your business. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. It will dedicate specific chapters to each of the four traditional Ps of marketing (product, price, promotion and place), analyze consumer markets and buyer behavior, will give you tips on how to deal with the competition, discuss segmentation, etc.
Plus, they not only teach the lesson but provide real-world case studies where big brands used these fundamental laws successfully. From the Law of Leadership, to The Law of the Category, to The Law of the Mind, these valuable insights stand the test of time and present a clear path to successful products. This book is an example of how to think like an advertising executive whose sole purpose it is to help brands sell more.
Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them? The other 99% of the time, you have to find a way to persuade others that it is, in fact, a great idea.
One sales video, “The End of America” is said to have earned over $250 million dollars for a division of Agora called StansberryResearch. When you understand how your customers’ brains work, you can appeal to the powerful subconscious—and get better results for less money. Since Linchpin, Godin has published two more books, Poke the Box and We Are All Weird, through his Domino Project. It also poses fresh threats, from the inevitable end of privacy as we know it to the prospect of being penalized for things we haven’t even done yet, based on big data’s ability to predict our future behavior. It is a lot of information, and some readers will complain that the topics are not explored in depth. When you can learn to pull on these strings your ads will tug at their heart strings and have them ready to buy what you are selling. The text will, however, give you a general, if a bit superficial, overview of marketing as a whole. As Ferrazzi discovered in early life, what distinguishes highly successful people from everyone else is the way they use the power of relationships—so that everyone wins.
Marketing includes your idea for your brand, your service, your attitude, and the passion you bring to your business.
If you have the desire and commitment to create phenomenal online results, then this book is your call to action. Marketing may be a series of events, but if you’re a guerrilla marketer, marketing has a beginning and a middle but not an ending.
Nothing personal, but when you read the word marketing, you’re probably thinking of prospects only. They want to succeed at earning more money, building their company, losing weight, attracting a mate, becoming more fit, or quitting smoking.
Put them all together, and they spell marketing — probably the most eclectic art form the world has ever known.
One day, this bookstore owner came to work to see that the competitor on his right had unfurled a huge banner: “Monster Anniversary Sale! Worse yet, the competitor to the left of his store had unveiled an even larger banner: “Gigantic Clearance Sale!
Traditional marketing has always maintained that to market properly, you must invest money. Traditional marketing is so enshrouded by mystique that it intimidates many business owners, who aren’t sure whether marketing includes sales or a Web site or PR. Because they are so intimidated and worried about making mistakes, they simply don’t do it. Before I wrote the original Guerrilla Marketing in 1984, I couldn’t find any books on marketing for companies that invested less than $300,000 monthly. Traditional marketing measures its performance by sales or responses to an offer, hits on a Web site, or store traffic. Guerrilla marketing reminds you that the main number that merits your attention is the size of your profits. I’ve seen many companies break their sales records while losing money in the process.
Profits are the only numbers that tell you the truth you should be seeking and striving for. For example, 90 percent of all purchase decisions are made in the unconscious mind, that inner deeper part of your brain.



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