zzzzz... what's that? You got something to sell? ... zzzzz
Before you come at me with pitchforks and torches, let me explain!
I’m currently reading a book by Mark Stevens entitled … wait for it … “Your marketing sucks.” and I thought I would share some initial thoughts.
First off, you have to admit, that’s a damn compelling title – it catches your eye and gets you interested. After all, what does this joker know about my marketing.
If you are like me, a part of you is quietly saying “dang, busted! How did he know my marketing sucked?”.
I’m about a third of the way through the book and my first impressions are mildly positive. The book reads really well and it reads quickly. To me, this is a big plus for a business book.
There are a lot of business books out there that are a chore to read.
As I’ve gotten older, I have less patience for these scholarly tomes. After all, I’m trying to improve – not punish – myself!
There are a lot of practical examples and ideas that you can implement immediately in the book. One example is the concept of effectively using swarming with your marketing – using several different mechanisms (email, telemarketing, PR, etc.) at once to deliver a message as opposed to linear approach of one after another.
I’ll leave it to you to determine if that approach would work for you or not. (Personally, I have a hard enough time coordinating a single marketing event.)
The fundamentals are also well represented such as:
- Remember that marketing that doesn’t lead to sales is just spending in disguise.
- Determine who your target market is and get a solid handle on them.
- Understand your unique value proposition before marketing or you won’t get very far.
- Keep your eye on the low-hanging fruit – go for the easy opportunities before you chase after the hard ones.
So far, so good.
The big downside that I’ve seen so far is that the book is definitely an extended sales pitch for his company and his marketing method which he calls EXTREME MARKETING!!!!!!!
Yes that’s EXTREME MARKETING!!!!!!!!
(ok … ok … I added the exclamation marks. And the capitalization. But “Extreme Marketing” is all the author’s doing – not mine)
I’m sure it’s just a personal thing but I think the term “Extreme” in front of anything is a little over-played and just a bit … cheesy.
How EXTREME is this caption?!?!?!?!!!!
I can understand the play – the author wants to have a unique name to call his program for branding purposes.
The problem is that I just don’t see anything too “extreme” about EXTREME MARKETING!!!!!!! It all seems fairly basic to me so far.
Now, I’m only a third of the way through. Maybe it picks up in the next two thirds of the book.
(Alas – based on the Amazon reviews, it doesn’t look like it does.)
And the part about using the book as a sales vehicle for his firm’s services? I’m actually ok with that.
Stevens proves he has a solid handle on marketing and the purpose behind marketing (making sales). He has written an easy to read, decent book that provides several real-world examples and guidelines that you can follow to improve your marketing.
He’s practicing what he preaches and putting together a marketing tool (the book) to highlight his unique selling proposition (he can help you get your marketing in order).
The guy proves that he has the skills to help companies with their marketing and he has a clear, concise style which is a positive. So, if you are looking for that type of help, you could give him a call.
[If you are a Sage partner reading this and think you need this type of help, you should sign up for the Sage Fast Track for Marketing program. You will receive thousands of dollars of highly valuable resources to help your firm achieve its goals and one-on-one mentoring with a Duct Tape Marketing Coach. If it helps, you can think of it as EXTREME Duct Tape Marketing.]
I moderately recomend this book if you are looking for a basic, get started, primer on marketing that will supplement other sources.