Pow! Right Between the Eyes: Profiting from the Power of Surprise (Hardcover)

~ (Author)
Key Phrases: delightful extremes, Right Between the Eyes, All Powerful, New York (more...)

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)

See all Editorial Reviews

Product Details

• Hardcover: 272 pages
• Publisher: Wiley (February 24, 2009)
• Language: English
• ISBN-10: 0470405503
• ISBN-13: 978-0470405505
• Product Dimensions: 8.4 x 5.8 x 1.1 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (15 customer reviews)
• Amazon.com Sales Rank: #257,934 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars From Cool to Wow to Pow!, March 16, 2009

By	Robert Monteux "Maine HypnoCoach" (Portland, ME United States) - See all my reviews (REAL NAME)

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.

2 of 2 people found the following review helpful:

5.0 out of 5 stars POW is a WOW!, March 30, 2009

By	Cher Valentino - See all my reviews (REAL NAME)

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.

1 of 1 people found the following review helpful:

5.0 out of 5 stars POW! Right Between The Eyes! - Just What Our Business Needs - NOW!, July 13, 2009

By	Geoffrey Small (Orange County, CA USA) - See all my reviews (REAL NAME)

As an avid reader of business, marketing, and Web 2.0 books, I am confident in giving Andy Nulman's book a 5-Star Rating - and giving you every possible word of encouragement when I say "Buy this book! Read it! And act on Andy's advice!!"

All too often, business books give us observations - often clever and insightful - yet they lack practical, immediate solutions that you can implement... Arming yourself with "POW! Right Between The Eyes!" gives you not just an understanding of how you can "profit from the power of surprise" but with the ability to do so - NOW!

If that's not enough, just carrying the book around led to more conversations that I can count about the book, about what I do for a living and impromptu "surprise-storming" sessions with strangers on how they could profit from the power of surprise, too! A word to Andy Nulman: "Thanks to you, I am going to have to print more business cards!" Well, it's worth it... to be more POWerful!

Get the book, start surprising your customers - have some fun - and give your business the boost it needs - NOW!