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Scott Dikkers

Outrageous Marketing: The Story of The Onion and How To Build a Powerful Brand with No Marketing Budget Kindle Edition

by Scott Dikkers (Author) Format: Kindle Edition

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A Funny, Inspirational Book About How To Build A Brand

#1 New York Times bestselling author Scott Dikkers tells the hilarious, outrageous, and deeply personal story of how he built the most trusted news source in America, The Onion.

Of course, all the stories in The Onion are fake, and anyone who takes them seriously is the true butt of the joke. But Outrageous Marketing tells the actual, uncensored story of The Onion.

The Onion started as a small college humor newspaper in 1988. How did it grow to become a worldwide comedy brand with millions of social media followers and rabid fans today? Brands today tend to follow the herd when it comes to marketing and branding, but often it's running in a different direction of the herd that gets you noticed.

The Onion did the opposite of what brands are supposed to do. The Onion didn't listen to its customers. It didn't give them what they wanted. It didn't engage with them. It was never "authentic." In fact, everything The Onion printed was fabricated, spoken through a phony facade. This was not by accident. It was calculated and executed with precision.

What’s Inside…

• How to court, woo, and seduce people to fall in love with your brand!

• How to recruit the very best and brightest minds in your industry to work for you!

• The single-best way to manage creative people on your team and unleash their FULL potential!

• The secret to making every single day of work feel as smooth and enjoyable as downhill skiing!

• The one thing every brand builder MUST focus on (hint: it’s not profits)!

• How to reach more people and create more fans using one, super-simple principle (hint: this is what made The Onion world-famous)!

• The fastest and most effective route to innovation—at work AND in life!

• The ONE thing every brand must do to compel extreme employee advocacy and fuel creative success!

• How to find your brand’s identity!

• The ONLY way to achieve quality!

• How to get the attention, love, and undying loyalty of your customers!

• 13 actionable ways to defy convention, break rules, and succeed wildly!

In flaunting the best practices for brand marketing, The Onion discovered a marketing secret. Not everything is as it seems in the fiercely competitive digital landscape. Sometimes the most counter-intuitive—the most outrageous—marketing strategies are the most effective. With diminishing attention spans and intensifying competition, making fans fall in love will be the lifeblood of brands in the coming years.

Author Scott Dikkers, founder of theonion.com and the publication's longest-serving editor-in-chief, takes you back to the hardscrabble creation and unlikely rise of The Onion to a multi-million-dollar entertainment brand. Along the crazy and heart-wrenching journey are powerful principles and marketing ideas that apply to any kind of product or service, principles for forging a deep connection with customers, making a bigger impact on the world, and achieving the kind of meteoric success that makes headlines.

Click "Look inside" to see more and get free access to bonus content!

Length: 202 pages	Word Wise: Enabled	Enhanced Typesetting: Enabled
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Product details

ASIN : B07HY65BMR
Publisher : Scott Dikkers Books (November 6, 2018)
Publication date : November 6, 2018
Language : English
File size : 1772 KB
Simultaneous device usage : Unlimited
Text-to-Speech : Enabled
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Not Enabled
Word Wise : Enabled
Print length : 202 pages
Page numbers source ISBN : 1729585078
Lending : Enabled

Best Sellers Rank: #800,644 in Kindle Store (See Top 100 in Kindle Store)
- #114 in Writing Skills in Advertising
- #218 in Small Business Sales & Selling
- #1,027 in Comedy (Kindle Store)

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Learn how to make people love the thing you love to do

Reviewed in the United States on November 6, 2018

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Outrageous Marketing is the story of how The Onion went from a college rag to a comedy empire, spanning across media and leaving an indelible mark on the comedy landscape. Along the way, you'll find tips and hints on how you can turn the thing you love into something others love too.

Filled with a cast of lovable losers and misfits, you'll travel along with founding editor Scott Dikkers as he goes from troubled child looking to find his place in the world to cartoon writer and amateur filmmaker to eventually the founding editor of The Onion.

There are tons of back office stories, fleshing out the history of The Onion and exactly how it became the comedy institution it is today. Much of the advice is counterintuitive to typical marketing advice. The Onion broke every rule of old school wisdom on what you should do to market yourself. If you want to stand out, you have to do things differently and this book gives plenty of examples of how typical marketing wisdom will just leave you looking like everyone else.

This is a compelling read with great stories that will make you keep turning the pages up to the very end, basically an original story of The Onion with an inside look into how professional comedy is written (tip: create lots and lots of material) and some of the controversial decisions and tactics that helped shape the projectory of Tbe Onion.

At it's heart, Outrageous Marketing is a story about devoting yourself to doing what you love. Underneath the laughs and crazy stories is an inspirational story about pouring your heart into what you create. It will make you want to finally write that blog, make that film on your phone or draw that cartoon you've been putting off and get out to share it with the world in the unique way only you can. It worked out for Scott and The Onion and it can work for you too.

One person found this helpful

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Alex

Like an Onion--There's Layers to this Book

Reviewed in the United States on December 4, 2018

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At times, this book reads like a memoir or an origin story, and if you're a comedy nerd this is the book for you. It takes the reader on the journey on how The Onion went from a small time college piece, to a conglomerate of content. Dikkers funny, approachable take on his journey, as well as The Onion, is infectious and makes you want to work that much harder towards your passions.

To put it simply--this book is inspiring. Dikkers's passion seeps through the text, and his love for what he did and still does, will make you want to work that much harder to find your love in your work.

Part business marketing book, part character study, it makes the reader look within themselves to see if they are truly working as hard as they can towards their ultimate goals.

I could keep gushing about this book, but I got to put in some time toward working on my craft and passions--a notion that I'm sure Dikkers himself could understand.

One person found this helpful

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JessieEssie

Two books in one

Reviewed in the United States on November 18, 2018

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Outrageous Marketing isn't really a marketing guidebook, it's the story of Scott Dikkers and The Onion, how he grew the brand and became one of comedy's best creators. It feels like a companion to How to Write Funny. HTWF was a step by step guide, whereas this is a little more introspective and thoughtful about Scott's insane drive to create.

I enjoyed this book, but I'm left wanting a full-on Onion history or simply a 30 page marketing guide that can be packed into HTWF. It's difficult to parse the info.

Overall, a very enjoyable read and full of good information, it's just not concise.

One person found this helpful

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K. Wood

Irresistible and engaging

Reviewed in the United States on January 25, 2020

Verified Purchase

Outrageous Marketing by Scott Dikkers is an engaging, hilarious, 200-page answer to the question, "Can you make it in comedy if you live outside of NY and LA?" Well written and irresistibly magnetic in its ability to keep you wanting to read on, this book is a wonderful look under the engine of America’s greatest satire publication.

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Sunil Agarwal

Must Read

Reviewed in the United States on January 13, 2020

Verified Purchase

Scott’s books have dissected comedy better than anything I’ve read. This book is inspiring in following his personal journey. Will read it again.

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TheBakerShop

Naked men. Lawsuits. Missing Employees. The real story of The Onion.

Reviewed in the United States on November 11, 2018

Walgreen’s.
Disney.
Apple.

We all know them. Hardscrabble efforts that paid off handsomely. But, why?

Aside from entrepreneurial chutzpah, and supportive teams, what exactly made these companies grow and thrive?

Well, if you peek into Scott’s book, “Outrageous Marketing,” you’ll clearly see these companies had a trick up their sleeve - a more transferable one, in fact. One you can put to work to fuel and sustain your very own adventure.

Their “secret?” These companies were (and, are still!) downright Outrageous!

If you don’t know Scott, you may know him by his progeny: The Onion. Yes, that Onion.

This book walks you through how he and his ragtag band of writers, editors, (and later multimedia folk), practiced their own brand of outrageousness, bringing laughter to millions, with nary a penny for a marketing budget.

In pulling back the covers on The Onion’s origin story, Scott even discusses some early numbers - hugely helpful if you’re just getting started in business. These asides are often just a few lines here and there, but they’re helpful in illustrating just how so much can be done with so little.

But that’s business.

For me, the real heart of “Outrageous Marketing” lies within the stories of adversity.

Homelessness.
Depression.
Personal doubt.
Team squabbles, both big and small.

It’s all there, laid out for you the reader in true Onion fashion. Nothing, it seems, is held back.

The sheer candor in which Scott describes his team and himself is remarkable - and helpful. Important, even. Pain and peculiarity play handmaiden to “funny,” and as such, it’s major theme of the book.

But these emotions and quirks exist in all of us to a degree, and having an understanding of them is so critical when dealing with people.

Until reading, I hadn’t been aware that certain aspects of Scott’s leadership style (and his ability to get great work out of a disparate group of students) was part of this overall understanding of the human dynamic.

If you find yourself responsible for managing and inspiring creatives, you’ll glean insight from Scott’s approach. For that alone, it’s well worth the price of admission.

I loved this book, and learned a lot. Tons, actually - even though I took Scott’s classes at The Second City with Scott. What exactly? Here are a few things I found insightful:

- the emotional and business reasons as to why he made us write so many damn jokes. SO many damn jokes!

- how beneficial our hand-scribbled notes were to finalizing things like, “Trump’s America: Buy this Book and Mexico Will Pay for It.” (A hint: this technique was a major key in crafting some of the best work at The Onion.)

- How to build teamwork into everything, even when no one is getting paid a dime to be on the team.

- And, jeez... all of the amazingly talented people who do stuff you know and love who all started at The Onion! Who knew?!

To wrap. If you’re looking for a subtext-filled business book that’ll have you laughing your ass off, pick up Scott’s latest tome.

Oh, yes (!) ... there are other books, of course, keeping in line with “Principle #11,” and all...

Have fun!

P.S. If you like your actionable business books sprinkled with tales of naked people, odd-ball stalkers, a severely damaged Porsche, and a host of amusing legal threats (including those from the 43rd and 45th presidents), this is the book for you.

3 people found this helpful

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