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The answer to all these questions, says David LaBonte, is contained in the deceptively simple Shiny Objects Marketing principle: "People, as all creatures, are innately attracted to shiny objects. If you can make your brand, product, or service a shiny object to your customers and prospects, you'll be immensely successful." In Shiny Objects Marketing, LaBonte shows you how to turn your products and services into your customers' irresistible shiny objects.
LaBonte explains exactly what makes a shiny objectâit grabs attention, drives curiosity, demands to be touched, and ultimately demands to be bought. He identifies the obstacles inside and outside of a company that get in the way of a shiny object and provides strategies to make your shiny object stand out among the many others already out there.
Using simple models, case studies and examples, as well as interviews with marketers, he explains how to put these concepts to work in the real world, analyzing in detail actual marketing programs that were successful because they used these principlesâas well as programs that flopped because they ignored them. And he provides the toolsâsuch as the Shiny Object Quadrants and the Five Shiny Object Facetsâto apply these successful techniques to any product or service.
While other marketing concepts use meaningless buzzwords, worn out clichÃ©s, and impossible-to-replicate programs, Shiny Objects Marketing is simple, relatable, and realâregardless of your marketing experience or budget. Properly applied, the principles explained in Shiny Objects Marketing can change the way you market your brand, product, or serviceâforever.
Shiny Objects Marketing
"Shiny Objects Marketing has given us a dramatic new insight into what our customers want and how to make our service a shiny object."
—Michael Purcell, Senior Vice President, Product Development, Global Cash Card
"Shiny Objects Marketing is a very simple and easy-to-understand approach to attracting customers."
—Catherine Monson, President, PIP Printing
"Based on a very simple characteristic that most creatures on this planet have in common—attraction to shiny objects—LaBonte lays out a commonsense approach that can turn any product or service into a massive success. Once a person understands the power and influence of shiny objects, their marketing will never be the same."
—Marc Anthony, President, Black Dot Wireless
"In this world of mind-numbing marketing theories, Shiny Objects Marketing stands out as something truly refreshing. It makes absolute sense and actually works for any product or service."
—Donald Disbro, Vice President, New Business Development and Marketing, Professional Community Management