Money Making Marketing: Finding the People Who Need What You're Selling and Making Sure They Buy It [Paperback]

Jeffrey Lant (Author)

Product Details

• Paperback
• Publisher: Jeffrey Lant Assocs; 3 Revised edition (June 1995)
• Language: English
• ISBN-10: 0940374307
• ISBN-13: 978-0940374300
• Product Dimensions: 10.8 x 8.3 x 0.8 inches
• Shipping Weight: 1.7 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,493,199 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

4.0 out of 5 stars Superior to Guerilla Marketing, October 13, 2008

By 

Loren Woirhaye "Direct Response copywriting ... (Easthampton, Massachusetts - Los Angeles, California) - See all my reviews
(VINE VOICE)   

Amazon Verified Purchase

This review is from: Money Making Marketing: Finding the People Who Need What You're Selling and Making Sure They Buy It (Paperback)

Jay Conrad Levinson, the author of "Guerilla Marketing"
enjoys a deserved status as an expert marketing teacher -
yet this book is a superior how-to text with considerably
more usable information than Levinson's book.

Yet reviewers fawn and gush about Levinson and ignore Lant,
just as they sing the praises of Robert Chialdini
on the topic of Persuasion and ignore Robert Dawson's
awesomely practical book on the subject. I have nothing
against Levinson and Chialdini - they are respected
authorities for good reason - I am merely making a point.

Could it be that everybody wants to read what everybody
else is reading? Even if they are being spoon-fed
the material?

Dr. Lant is much-maligned - mostly I think by people
who lack the attention-span to actually read his stuff.

This book is not easy reading. It is printed in a large
format and the margins are thin. I counted 22 words on
a random line of text in the book - while a random line
in my copy of "Guerilla Marketing" has 10 words. The books
are about the same thickness - yet Lant's book has about
2.5 times the information - in which he gets very specific
about HOW-TO DO MARKETING.

In reality most people probably would prefer a marketing
book to be succinct and easily digested and lacking
in the specificity of this one.

"If I read a book and get one good idea for my business
from it then it's a good book" they say, and blithely
recommend some business books that are simpleminded and
vague of in terms real-world applicability. Real
bathroom-reading stuff.

Lant's book is very specific and long on real-world
applicability and if you are to read it you will be
probably be dismayed at the multiple steps he describes
in researching, planning, and executing a marketing
plan that reaches a lot of people very effectively
and very cheaply.

"I like my marketing simpler, more concise" you might
say, and dispense with the research and surveys and
go ahead and sell the world on your better mousetrap
with a big smile and a plan scibbled on the back of
a napkin.

You would be a fool. And Lant would tell you so.

As would I.

This book has lots of detail on aspects of marketing,
selling, follow-up, getting publicity. It is somewhat
out of date - mine is the 2nd edition and mentions
the internet not at all. Still it is a field guide
of HOW-TO get your name out there, get speaking engagements
and ceaselessly promote yourself. It tells you how
to size up your competitors and defeat them in the
marketplace. This is not a "nice boy" book for people
who believe in the fairy tale of endless prosperity
for dunderheads - yes, success in marketing a product
or service requires tremendous discipline and use of
energy on a consistent, ongoing basis - most distasteful
to the legions who simply want to "get rich" in as
quick and painless a way as possible.

I read other books - Tony Robbins, et al. for enthusiasm
and inspiration. For practical advice delivered in
a no-nonsense way Dr. Lant is a very good resource,
not to be underestimated.

Recommended for the patient realist.