andreweverett360 Book Review, Marketing

In Search of the Obvious

in-search-of-the-obvious


In Search of the Obvious: The Antidote for Today’s Marketing Mess
by Jack Trout

Jack Trout (1935-2017) had been a marketing professional for over 40 years.  This book is about how the marketing profession has gotten off course, and the importance of timeless fundamentals, simplicity, and common sense.

Trout is critical of Madison Avenue. “To me it’s creativity run amok…The fact is that creativity was always a misnomer. An agency isn’t creating something. The company or product or service already exists. What they are doing is figuring out what is the best way to sell it. That, simply stated, means to take that logical, differentiating argument and dramatize it.”

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andreweverett360 Book Review, Marketing

Marketing ROI

marketing-roi


Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability
by James D. Lenskold

Lenskold provides models to evaluate the expected return on investment (ROI) and profitability of marketing campaigns under consideration. The author rightfully points out that the net present value (NPV) of gross margin—not revenue—is the basis for these calculations. Campaigns with an ROI lower than the cost of capital will be rejected. Remaining options can be prioritized in favor those with the highest ROI.

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andreweverett360 Book Review, Marketing

The Articulate Executive in Action

the-articulate-executive-in-action


The Articulate Executive in Action
by Granville N. Toogood

This book is about the importance of communication skills in business, with a particular emphasis on meetings and presentations.  “If you’re not competent with language, you’re not likely to connect, no matter how smart you are.” The main theme is what Toogood calls communication value added (CVA), of which there are seven principles: “Never bore. Give value. Rule your PowerPoint—don’t let it rule you. Talk from experience. Know whom you’re talking to. Tell stories. And be ready.”

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andreweverett360 Book Review, Marketing

Treat Your Customers

treat-your-customers-2


Treat Your Customers: Thirty Lessons on Service and Sales That I Learned at my Family’s Dairy Queen Store
by Bob Miglani

Miglani uses situations from his parents’ Dairy Queen store as the basis for customer service lessons applicable to business in general–including Fortune 500 companies like the one where he works as a sales executive. Thirty bite-size chapters in plain English make this a quick read.

The common thread throughout this book is a mindset focused on pleasing customers and earning their repeat business.  Topics include customer service, up-selling, work ethic, leadership, and supplier relationships.

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andreweverett360 Book Review, Marketing

The Tao of Twitter

the-tao-of-twitter


The Tao of Twitter: Changing Your Life and Business 140 Characters at a Time
by Mark W. Schaefer

Twitter is a “non-intuitive communication platform” but Mark Schaefer has figured it out and experienced tangible results. “My four largest customers, five most important collaborators, and my teaching position at Rutgers University all came to me via Twitter connections.”

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andreweverett360 Book Review, Marketing

Pyramids Are Tombs

pyramids-are-tombs


Pyramids Are Tombs
by Joe Phelps

Pyramids Are Tombs covers two major topics: organizational structure and integrated marketing communications.

Many companies claim to be focused on the customer, but Joe Phelps walks the walk. His marketing agency is structured around “self-directed, client-centered teams” which he describes as “the optimum model for today’s knowledge workers.”

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andreweverett360 Book Review, Marketing

Rethinking Reputation

rethinking-reputation


Rethinking Reputation: How PR Trumps Marketing and Advertising in the New Media World
by Fraser P. Seitel and John Doorley

This book gets off to a weak start. Chapter one is not about reputation management. It’s about how a couple of NYU students launched a shoe company on a shoestring budget. (Hint: Find a patent attorney who will work for you without charge.) Chapters three and five sound like they could have been written by publicists for Merck and Johnson & Johnson. In fact, coauthor John Doorley has held positions at both firms (and he teaches at NYU). The chapter on T. Boone Pickens’ energy independence campaign states that he spent $100 million “with more than half focused on paid media.”  That seems to undermine premise of the subtitle.

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andreweverett360 Book Review, Marketing

Making Ads Pay: Timeless Tips for Successful Copywriting

making-ads-pay-john-caples


Making Ads Pay: Timeless Tips for Successful Copywriting
by John Caples (1900-1990)

John Caples was a pioneer of direct-response copywriting.  In Chapter 8 he presents as series of paired ads which were tested, followed by analysis of why the winning ads outperformed.  The winner often outperformed the other by a wide margin—up to five times as many responses.

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