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Pow! Right Between the Eyes: Profiting from the Power of Surprise Hardcover – February 24, 2009


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Product Details

  • Hardcover: 272 pages
  • Publisher: Wiley; 1 edition (February 24, 2009)
  • Language: English
  • ISBN-10: 0470405503
  • ISBN-13: 978-0470405505
  • Product Dimensions: 8.7 x 5.5 x 1.2 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #2,022,544 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

In the midst of a recession, Nulman offers a way for marketers, advertisers and entrepreneurs to capture consumer attention by harnessing the power of surprise marketing. Starting with entertaining forewords by comedian John Cleese and talk show host Craig Ferguson, who both understand the necessity of shock and timing in getting laughs, Nulman proceeds to offer (and amuse) with astute insight about how companies can create a bigger bang for their buck by imparting the unexpected in their marketing. Using case studies of ad campaigns, the author describes what successful shocking marketing is (Oprah declaring, Everybody gets a car, to her studio audience, which sent her Web site's traffic up 800%) and is not (St. Louis using the ubiquitous arch in an ad campaign to portray the city as surprising). Drawing on 15 years of experience as the CEO of the Just for Laughs Festival, the author emphasizes that the element of surprise is pertinent for anyone trying to sell a product or gain attention for a cause or event. This colorful and enlightening book will engage business readers looking for innovative ways to win without breaking the bank. (Feb.)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

In the midst of a recession, Nulman offers a way for marketers, advertisers and entrepreneurs to capture consumer attention by harnessing the power of surprise marketing. Starting with entertaining forewords by comedian John Cleese and talk show host Craig Ferguson, who both understand the necessity of shock and timing in getting laughs, Nulman proceeds to offer (and amuse) with astute insight about how companies can create a bigger bang for their buck by imparting the unexpected in their marketing. Using case studies of ad campaigns, the author describes what successful shocking marketing is (Oprah declaring, “Everybody gets a car,” to her studio audience, which sent her Web site's traffic up 800%) and is not (St. Louis using the ubiquitous arch in an ad campaign to portray the city as “surprising”). Drawing on 15 years of experience as the CEO of the Just for Laughs Festival, the author emphasizes that the element of surprise is pertinent for anyone trying to sell a product or gain attention for a cause or event. This colorful and enlightening book will engage business readers looking for innovative ways to win without breaking the bank. (Feb.) (Publishers Weekly, December 22, 2008)

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Customer Reviews

Right Between The Eyes!
Cher Valentino
This book is well written, chock full of information, and so easy to get through I did it in one afternoon.
Robert Monteux
And yet, this is a surprisingly (no pun intended) clever book, definitely worth more than one reading.
Tsufit, Author, Step Into The Spotlight!

Most Helpful Customer Reviews

5 of 6 people found the following review helpful By Robert Monteux on March 16, 2009
Format: Hardcover
These day savvy consumers know they can find just about anything they want on the web. It used to be that you had to be remarkable (cool) to be remembered, and then you had to Wow people. Now, in this era of lots of companies selling the same, or similar, products and services, you have to bowl people over (POW!)with something so surprising that client will never forget you - and tell all their friends about the incredible experience they had doing business with you!

Andy Nulman's book shows you how to do that. This book is well written, chock full of information, and so easy to get through I did it in one afternoon. Definitely a must-read book, full of must-use information.
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3 of 4 people found the following review helpful By Cher Valentino on March 30, 2009
Format: Hardcover
Launching a new business, launching a new site, I have been inundated with and exhausted from reading all the information espoused by the `gurus'. Unfortunately all the gurus seem to do is rehash the same mediocre, boring thinking over and over and over again. How refreshing it was to discover POW! Right Between The Eyes!

Andy Nulman's words went straight between my eyes, into my brains left hemisphere, and has been dancing around there ever since. Don't play it safe, play it daring!

This book is witty and insightful and I would highly recommend it to anyone who wants to set their business apart from the ordinary.
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1 of 1 people found the following review helpful By Gary Sherman on March 23, 2009
Format: Hardcover
Chock full of examples, Pow! motivates and inspires.
From simple ideas that turn the ordinary into extraordinary and beyond, Andy shows how Pow! can come in many forms. From tiny (flipping the silverware) to grandiose (everybody gets a car!), Pow! can be delivered in all sizes and in all budgets. It's inspired me to stretch my imagination and look for opportunities where I can surprise my customers.
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1 of 1 people found the following review helpful By Earl on February 27, 2009
Format: Hardcover
As a former CEO of 3 public companies that manufactured and sold consumer products to retailers I only wish we had this book as standard reading for our marketing staff. A GREAT learning tool!
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2 of 3 people found the following review helpful By Bethany on March 9, 2009
Format: Hardcover
Little is what it seems to be in Andy Nulman's latest book - he doesn't just write about surprise, he actually Surprises! This is no mean feat, considering that most readers EXPECT a book about surprise to Surprise... but he pulls it off.

POW! Right Between The Eyes! is a fascinating, entertaining and thoroughly engaging riff on the power and importance (indeed, the centrality) of Surprise in today's market. I physically couldn't read it fast enough, and kept jumping ahead to see what was around the corner, then doubling back to catch what I'd missed. I'm sure Mr. Nulman would approve of this approach to reading his book.

If you don't enjoy this book, you probably didn't read it close enough. It's chock full of easter eggs (hint: follow me to...), mindwarping artwork in unexpected places, and stories that will have you laughing and thinking at the same time.

Andy Nulman is really on to something - he didn't invent Surprise, but I am convinced he understands it and communicates it better than anyone else.

Buy his book or, as John Cleese points out in the foreward, you will die.
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Format: Hardcover Verified Purchase
When I heard a radio show that interviewed Andy Nulman about his book.... I didn't quite know what to think at first.

I loved the title of the book and to me it fit perfectly with my beliefs about utilizing effective marketing.

Being a small business owner, I have always had to think outside the box to get the most bang for my marketing buck. Some one my concepts make others raise their eyebrows.... but that's ok. I don't want people's approval of my marketing techniques.... I want results. (as long as they are in good taste)

I wrote to Andy and told him that he single handedly justified my entire existence. By reading his book I went from crazy to clever! He was kind enough to write back.

POW Right between the eyes - hits the marketing mark! So many times corporations want to do what is currently accepted and they want to fit into the standard mold. B O R I N G!!!!!!

Andy Nulman, I'm pleased to meet you!

Nice Job!

Marika Hamilton
[...]
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Format: Hardcover Verified Purchase
I read a lot of business books and most all have value but usually they also have a lot of filler no value content waste of time stuff. Not the case with this book. I love the writing style which just flows.

You will have a hard time putting down Andy's book. It moves, makes you rethink, reinvent, disrupt but with a commonsense approach. In addition it energizes your brain.

I will tell you that I got one hell of a surprise when I finished this book. I suspect the same will happen to you.

WARNING!!! Read this book only if you want to disrupt your current thought patterns

Greg Stromberg
[...]
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Format: Hardcover
Like the Costco, "Treasure Hunt," I expectantly visited the pages of POW! and was happily rewarded with a cache of just-must-have items! I can't wait to get POW!'s ideas home, out of the cardboard box and into use. I'm not a CEO, owner of a business, entrepreneur or other high-profile influencer of people. I'm an artists with a new appreciation and excitement for the Art of Surprise. Fortunately for me, as with Costco, anyone can join this club and I just joined!!

Andy, thanks for your encouragement.
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