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Shiny Objects Marketing: Using Simple Human Instincts to Make Your Brand Irresistible Hardcover – September 29, 2008

4 out of 5 stars 3 customer reviews

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From the Inside Flap

What will stop your customers dead in their tracks to take notice of your product? What will make them want to take a closer look? How do you get them to reach out and touch your product, grab it, and not let go?

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 objectâ??it 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 principlesâ??as well as programs that flopped because they ignored them. And he provides the toolsâ??such as the Shiny Object Quadrants and the Five Shiny Object Facetsâ??to apply these successful techniques to any product or service.

While other marketing concepts use meaningless buzzwords, worn out clichés, and impossible-to-replicate programs, Shiny Objects Marketing is simple, relatable, and realâ??regardless 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 serviceâ??forever.

From the Back Cover

Praise For

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


Product Details

  • Hardcover: 224 pages
  • Publisher: Wiley; 1 edition (September 29, 2008)
  • Language: English
  • ISBN-10: 0470357673
  • ISBN-13: 978-0470357675
  • Product Dimensions: 6.4 x 0.9 x 9.1 inches
  • Shipping Weight: 13.4 ounces
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #2,968,889 in Books (See Top 100 in Books)

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By Marisa Sage on October 31, 2008
Format: Hardcover
Couldn't have picked a better time to refresh my marketing attitude! LaBonte breaks through the wall of traditional marketing and incorporates our driving force, basic human instincts. The economy is poised to make some drastic downturns, and this book gave me the inspiration to weather this storm. It's amazing how many people in marketing feel as though their creativity flows "outside the box," when the truth of the matter is, everyone is still inside the box! It's an unwritten rule that because it's a "Marketing Box" people are entitled to feel as though their ideas are novel and fresh, when in actuality, they are just as stuck as anyone else. The information in this book challenged me to "peel my layers" and uncover and implement this unique and simple intuitive approach which evolves with the changing times.
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Format: Hardcover
Too often advertising and marketing communications are comprised of posturing messages. Crowing about the superior product or service. Exaggerations about the benefits and false claims about value. LaBonte takes us deep into the true and primal reasons we make decisions about a brand, services and products.
It forces us to look at what our customers or our clients customers really want, (their Shiny Object). The book is enlightening and in many ways obvious, we all know this stuff. LaBonte pushes us all to see the obvious and primal nature of communications and the dangers of making assumptions based on our own egos. It's not a bad idea to put a little thought into discovering the shiny objects of those you love.
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Format: Hardcover Verified Purchase
I had to read this book for a marketing class and do a presentation on it, so I really wanted to learn something new and get excited about it for my presentation, but I feel like it followed it's own line of logic that doesn't seem applicable in many areas of business. And LOTS of story telling......
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