Bowling Like the Pros
I've never bowled more than once or twice a year, usually at some sort of work or going away party. But recently, a friend needed one extra guy for a league, and he asked nicely, so I said I'd give it a shot. When it comes to games and sports, I'm pretty quick on the uptake, so I thought I could waltz into the alley and strut some inBubbleStuff. WRONG! For the 1st three weeks I was barely hovering above 100. Ouch! I became frustrated and took on that face that inspired my father to name a yearly baseball award after me, "The Ryan Schleicher Whiney Face Award." I hate failing at sport. But then I started watching people bowl, especially the people with shiny balls and wrist thingies and towels and their own shoes. I realized some things. I wasn't inspired to go spend hundreds of dollars on fancy equipment. Instead, I focused on posture, pace, technique, follow through, and focus. All the high scorers were remarkably consistent in all of these areas.
My bowling dilemma is one that every marketing manager or business owner should remember when trying to brand their product or company. If you want to brand like the big boys, you don't need to buy a new bowling ball, you just need to know and utilize the branding principles and tactics the big advertising giants use. That's what advertising insider Ben Mack is here to help you do with his latest book, Think Two Products Ahead.
We haven't seen an industry insider reveal the secrets of the pros like this since Gorilla Marketing was released, so I think the timing is just about right for Ben Mack to have arrived with Think Two Products Ahead. The first thing he hammers home is the real and inherent value of branding. We tend to think of branding as something huge corporations do. Only companies with load of dough can afford to successfully brand right? This assumption is absolutely false. Branding is something every single company on the planet should spend significant time mastering. It doesn't matter if you're Joe Garage or Monty Mega-Million, you want your company seen, recognized, and remembered in a good and lasting way.
For those of you who are thinking about what your logo should look like, stop! The same thing goes for anyone thinking about how much a campaign will cost. It's not about buying ads and creating pretty logos, it's about personally connecting with your customer. Ben Mack teaches very straight-forward, practical ways to ensure that every encounter you have with a customer is an opportunity to deepen your bond with him or her. Why is the bond more important than interesting and flashy marketing campaigns? I'll tell you.
How often does one company, especially nowadays, offer the same exact product or service for a long period of time. Almost never right? It's the bond that you create with customers that will help you keep them as you continually transition your company. What's also great about this book is it helps you realize that once you've established a great relationship with a customer, the products and services you create will be greatly influenced by the customer. It's a give and take. It's smart business.
You should really take advantage of this book. A lot of the material covered is the stuff, the secrets, that big ad agencies don't like to share. Mack has no qualms doing so. Tips, techniques, strategies, ideas; this book has all of it plus the stories and industry examples to back it all up.
The Offer:
Today we're doing something a little bit different. Not only will 23 people win a copy of Think Two Products Ahead, but everyone who enters today will get a free PDF of Blair Warren's The One-Sentence Persuasion Course. It originally sold for $97.00. Enjoy!
Oh, and you can also download some cool audio interviews with Benon the new wave of business.
Then, you should really check out our old friend Dave Lakhani's (of Bold Approach) discussion with Ben about his Legend Platform.
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