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Monopolize Your Marketplace: Separate Your Business from the Competition Then Eliminate Them Hardcover – October 8, 2004


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Product Details

  • Hardcover: 295 pages
  • Publisher: Executive Excellence Publishing (October 8, 2004)
  • Language: English
  • ISBN-10: 1930771045
  • ISBN-13: 978-1930771048
  • Product Dimensions: 1 x 6.2 x 9.5 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 3.3 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #970,613 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Rich Harshaw is one of the nation’s leading marketing minds and business leaders. As a missionary at age 19, he learned how to speak Mandarin Chinese. Two years later he started an import-export business in Taiwan and China. He graduated from Brigham Young University with a degree in business and entrepreneurship. In 1994 he founded Marketing Strategies, and over the next several years developed the Monopolize Your Marketplace system. In 2000 he started Y2Marketing, which made the Inc. 500 list of fastest growing privately held companies for three consecutive years (2002 – 2004).

In his professional career, Rich has become one of the nation’s most sought-after marketing consultants and speakers because of his deep understanding of what motivates people to buy. He has written marketing and sales materials for over 1,500 companies in virtually every industry. His articles about marketing, sales, and advertising have appeared in dozens of magazines and newspapers worldwide.

Rich lives near Dallas, Texas, with his wife, Tonia, and six children. He is an active member of his church, and serves as a leader and mentor in the youth program. "My passion is teaching young people how to be successful in school, in their families, financially, spiritually, and in life."


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Customer Reviews

3.3 out of 5 stars
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See all 25 customer reviews
That illustrates all the principles in action.
Marlon C. Sanders
I have read every little print on the cover and it does not state that the CD is a cut down version--or at least I am assuming it is compared to the book.
Jeffrey J. Bowe
I find this practical and eye opening to any person trying to say something good about their business.
D. Paez

Most Helpful Customer Reviews

17 of 20 people found the following review helpful By claude whitacre on December 23, 2006
Format: Hardcover Verified Purchase
I can only guess that the initial reviews are from former disgruntled employees or associates. The only negative I could find was the lack of examples. There were several, but the examples had a "hand picked" quality to them. Now for the good stuff.

Harshaw's explanation about why advertising has changed over the last 50 years is absolutely spot on. His explanation as to why advertisers go for slogans and jingles is lucid and well written. His "Marketing Equation" is a clever twist on the A.I.D.A (attention interest desire action) formula. But it is so well put together that it reads as a new idea.
Assume this book is $25. For that price you get several proven ad examples that can be used as templates, a complete method to create profitable headlines, a complete system for writing ads that will keep you from wasting money in unprofitable advertising, and a damn good read.
For most advertisers, this book is a brisk slap in the face that will wake them up to what marketing IS.

The only point I may dis-agree with is his method of advertising that pulls in everyone despite where they are in a buying cycle. On the surface this seem like THE way. But if you direct your advertising to the customers who are almost ready to buy, you will get slightly lower results at a much lower cost. His method is more useful for direct mail than for retail. He concentrates on lead generation to build a list that will buy with several contacts. This is very useful for direct mail offers, lead generation for a sales force, or a high end retail store.

Where the "these methods won't work" reviews come from, I don't know. I've been using almost exactly the same copywriting methods for several years in my retail business with phenomenal success.

My strong suspicion is that the people who say these methods don't work, have never tried them.

This covers advertising from a different angle.
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7 of 8 people found the following review helpful By J. K. Wiggill on January 27, 2009
Format: Hardcover Verified Purchase
In 1994 I decided that I needed to learn as much as possible about sales and marketing for my business. I met Dan Kennedy at a seminar and he inspired me. I studied everything I could, trying to find my way with no clear direction until I heard about Monopolize Your Marketplace through a radio advertisement.

Since then I've become a raving fan. The concepts and ideas in this book work. The Marketing Equation works. The concept of reticular activator and using hot buttons in headlines will make a huge difference in the response you get from any advertisement.

The deal is this. It aint easy. But, once you "Get It" a whole new world of success will open up.

Mr. Harshaw has got to be one of the greatest marketing minds ever and I'm not drinking MYM cool-aid.
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6 of 7 people found the following review helpful By WENDELL MEERES on November 28, 2011
Format: Hardcover
I am shocked at the negative reviews. I went through this program about 8 years ago as a group study project with 8 other entrepreneurs. To do it right requires a great deal of time - probably 200 hours for my small business. It was the most worthwhile experience I have ever had in marketing. The thought process that you go through transforms your views on what your business does and what it should stand for in a way that you can communicate to customers. It shows you how to identify and communicate the value you provide. Convincing customers to choose you instead of others then becomes easy - they see your business as a compelling alternative to any competitors you may have. It showed us what made us different and where to focus our efforts to make ourselves more different and to allow us to provide better service. This allowed us to spend our time on what our customers really wanted and stop wasting time with what they didn't want.

We were actually able to charge more than many of our competitors but what we do and what they do are different. We add more value and create more benefits and our customers are willing to pay for that. The result was more customers and revenue and, because we were not wasting time with low value products/services, our profits and profit percentage increased tremendously.

You can't just read this book and cherry pick a few ideas from it though. It requires a significant commitment of time and energy which then generate really significant returns.
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3 of 3 people found the following review helpful By MidwestSteve on April 12, 2013
Format: Hardcover
I own a service-based business (house cleaning) in the Midwest and this book opened my eyes to marketing to consumers versus wasting dollars on useless advertising. We've implemented all the strategies in this book on every marketing piece we send out, even our website.

Since I've read the book, we've cut our marketing budget in half. So far, we've seen 20% growth in the last three quarters. Can I say it's a direct result from the book? Maybe, maybe not. However, we've been following the marketing tactics in the book and have seen tremendous results.

This book is a great read but not one you want in the hands of your competition.
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4 of 5 people found the following review helpful By Marlon C. Sanders on March 26, 2013
Format: Audio CD
Hi,

This is a fantastic book about marketing and I think I can back that up. The first time I read it, I didn't like it that much. The second time through I loved it. And I think part of that was due to finding some webinars for free by Rich which I'll explain in a second.

I think the negative reviews stem from a program Rich ran many years ago that trained consultants and some were disgruntled. That program has NOTHING at all to do with the value of this absolutely exceptional book.

I've read roughly in the range of 3,000-5,000 books...hard to count them. I have 2 library rooms in my house. I have spent as much as $30,000 in a single year on books and courses and taught marketing at seminars around the world.

I'm wondering if they didn't read the last chapter where he explains step-by-step exactly how he took a pool table manufacturing company from losing tons every month to making 7 million in 13 months.

Here is why this book is exceptional:

1. There are hardly any books that have a method that really works to sell your product or service at a PREMIUM price and keep it from being a commodity.

Usually the few books in that genre just tell you to sell for more but from my perspective don't have a workable plan for doing so. This book gives you a true plan. Dan Sullivan at Strategic Coach teaches this I believe roughly for sums that were charged the ex disgruntled consultants in training. By the way, on that note I'm just going on think info I read on a few websites.

2. The plan is to:

a. Interrupt the prospect. This is what NLP calls a pattern interrupt. This needs to dovetail with an important and relevant hot button, not just get attention.

b.
Read more ›
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