17 of 17 people found the following review helpful
The 'how t'o for becoming a purple cow,
This review is from: Free Prize Inside: The Next Big Marketing Idea (Hardcover)Godin's previous book, Purple Cow, presents examples of how to stand out from the herd. Free Prize Inside shows how to make that happen. It answers questions of "How do you create a Purple Cow?" "How do you make something sell itself?"
When we buy cereal, especially kiddie cereal, what's the best part? The free prizes inside, of course! That's the thinking behind the book.
Free prizes aren't just the stuff you find in cereal or Cracker Jack. Does your credit card offer free airline miles or money towards the next car you buy? That counts. What about an online store offering free shipping? What I remember the most about some tradeshows and expos are the drawings for free prizes, the goodies I received, and the shirts I still have.
This book has impeccable timing. As an editor of a newsletter, I have been struggling to find ideas to pep it up and draw in more subscribers since new subscriptions have slowed down. I cheat and go straight to page 131, the start of the list of "Edges" and look for a spark of creativity to create an "Edgecraft" (book's buzzword) to find a free prize. The goal is to find something to reel people in, to give them something they want like the previously mentioned examples.
I learn from examples and Godin lists plenty of them using Edgecraft in action. He is not saying you have to invent something new to make something happen. It's about taking what you already have going and how to make your product, service, head, blog, whatever worth talking about and watching the results.
With three kids, a spouse, two jobs, a house, and volunteer work, finding time to read a book is a challenge. Even if I weren't a book reviewer, getting through this book would be a breeze because (a) it's 183 pages (the rest are detailed endnotes with references and explanations), (b) it highlights plenty of key points for easy scanning, and (c) each section or idea is short. Getting bite-sized pieces of information is enough to get going with the concepts gleaned from the book and make something happen.