Top positive review
48 people found this helpful
Keep This Book Handy
on June 15, 2013
I read a lot of books. After finishing, some are donated to the local library, a larger number gain a place on my bookshelf and a very select few I keep on my desk because I know I will want those books handy for future reference. Do It! Marketing by David Newman stays on my desk.
This book is full of wonderful marketing lessons - 77 powerful and actionable ideas. And then there is a 21 day marketing launch plan that takes you step by step through the process of developing and launching a marketing plan tailored just for you and your business. And what's in the book is supplemented by a significant amount of additional information available online.
Mr. Newman's writing style of full of energy. You feel like he is sitting across the desk talking directly to you. He writes in a very breezy and at times humorous style. In addition, you will find a number of guest articles scattered throughout the book. The book is a fun and enjoyable read. But the lessons are very serious and if you implement just a fraction of what is taught in this book, it will make a real difference in your business.
The information is based on Mr. Newman's years of hands on experience. Some of the ideas and tips are counterintuitive, but you need to approach all of them with an open mind. Under Tip # 73, Move Up, he suggests doubling your price. His advice is "Be expensive or be free." Unfortunately, most people who start out in business think they can compete on low price. As he astutely points out, "Businesses that compete on price lose. Period." "Price doesn't find clients. Value finds clients."
Here are a couple of other very important tips from the book.
Quit overselling. Don't push your product/service. "Content comes before commerce. Offer solutions, answers, strategies, templates, tools , and ideas - not sales messages." "The new reality is: First you earn their attention. Then you earn their money."
This one is counter to what all sales people have been taught - "Stop wasting your time following up". The point is if you are speaking to the right prospect - one who has the need, wants and is capable of buying a solution, you will not need to constantly follow up. An excellent idea/lesson.
Focus on Strategy, not tactics. Far too many people are seeking the latest bright shinning object that will do the marketing for them. They are seeking a tactic, not using a strategy to build sales. " ...tactical business owners tend to be scattered." Most business owners will save themselves a lot of time, money and energy by following this idea.
This is really a super book for any business wanting to improve their marketing and sales. Of course the greatest value will come from implementing the ideas and the 21 Day Marketing Launch Plan. These concepts are simple but not simplistic. And as Mr. Newman points out numerous times, they are not necessarily easy - they require work. But you will have a real jump start by following the ideas in this book. You will be working on what really works.
I was provided a review copy of this book.