From the Inside Flap
We humans find it difficult to admit mistakes. Even worse, the more time, effort, or money we have invested in a mistake, the more difficult it becomes for us to acknowledge the mistake and change course for the better. This is just as true for marketers as it is for everyone else. Whether we're hanging on to stocks that are tanking or pumping money into marketing campaigns that don't work, we have a hard time giving up on our bad ideas.
In Prove It Before You Promote It, branding and marketing expert Steve Cuno combines hard science and marketing best practices to help marketers avoid bad ideas and losing campaigns in the first place. Cuno questions the long-lived marketing belief in the power of gut intuition and shows marketers how to make better, evidence-based decisions—even when making emotional appeals to customers. Drawing on actual case studies and real science, Cuno challenges the conventional wisdom and offers rational, workable solutions for marketing problems.
Every marketer knows that consumers base many, if not most, of their purchasing decisions on emotion rather than rational thought—but marketers needn't fall into that trap themselves. Prove It Before You Promote It draws upon neurology, biology, psychology, cognitive science, probability, and evolutionary psychology to protect marketers from hidden, costly cognitive traps that beset the marketing industry. And it reveals how marketers can apply the scientific method to their own campaigns in order to accurately and reliably predict outcomes—before investing big dollars in them.
Creativity is vital in marketing, but it takes solid science to put that creativity to best use. Marketing can and should be brought into the realm of measurable science. Marketing is a measurable science, and this book proves it. It shows you how to spot and avoid cognitive mistakes and apply scientific criteria to your marketing plans in order to chart a smarter, more effective course.
Even for marketers who truly believe in the power of pure creativity and gut intuition, this book is a must-read. Prove It Before You Promote It shows anyone how to apply science to marketing in order to enhance creativity and trade intuition for sound judgment. Want proof? Look inside.
From the Back Cover
Praise for Prove It Before You Promote It
"Prove It Before You Promote It shows how to spot and avoid thinking traps, take a critical look at the evidence, and apply scientific criteria to the charting of an intelligent course. The more marketers—or, for that matter, people in general—learn to do that, the better off we'll all be. Your challenge awaits. Read this book if you dare."
—Dr. Michael Shermer, Executive Director, Skeptics Society; Contributing Editor and monthly columnist, Scientific American; bestselling author of The Mind of the Market, The Science of Good and Evil, and Science Friction
"Prove It Before You Promote It will inform you, entertain you, challenge your assumptions, even infuriate you. Read this book, and I guarantee you will never approach research and marketing in quite the same way again."
— Brian Rasmussen, Managing Director, R&R Partners, creators of the famous Las Vegas campaign "What happens here stays here"
"At last—a practical way to know, once and for all, what your advertising dollar buys. It's about time someone wrote this book. Ignore it at your peril."
—Adrian Gostick, author of the New York Times bestseller The Carrot Principle
"Cuno challenges the conventions of the advertising business with every turn of the page. In fact, this book passes the same test as a great ad; you either like it or dislike it, but you certainly won't feel neutral about it."
—Tim Williams, President, Ignition Consulting Group, bestselling author of Take a Stand for Your Brand