- File Size: 3638 KB
- Print Length: 27 pages
- Simultaneous Device Usage: Unlimited
- Publisher: Beneath the Cover Press; 1 edition (March 28, 2013)
- Publication Date: March 28, 2013
- Sold by: Amazon Digital Services LLC
- Language: English
- ASIN: B00C3MO27A
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Lending: Enabled
- Amazon Best Sellers Rank: #933,554 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
The #1 Way to Increase Your Close Rate: Define What You Stand Against (The 7 Steps to a Successful Business in a Changing Market Book 2) Kindle Edition
|Length: 27 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
|Page Flip: Enabled||
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Personally, I think it is better to be know for what you stand for than what you stand against - but framing yourself in opposition to some things does give benefits. It weeds out the people that look like customers but have polar opposite value systems. You won't waste each other's time. (Worse, if by some miracle they become a customer ... well ... let's just say that's not great.) Also, being polarizing can draw some people to you who share a disdain for the opposition, especially if you can present a solution to the problem the opposition claims to solve, but do it in a way that agrees with the value system of the buyer. You can also pick up head wind - for example, if you say "we aren't IBM", but no one has heard of you, you can sort of draft on not-IBM. Beyond these reasons, the author tells you how, and does it succinctly, so I'd say three stars. Borderline four, but there just isn't that much meat here.
His association with the legendary 'Wizard of Ads' Roy H. Williams may have been what originally hooked me - but this ebook stands on its own and will certainly add to additional revenue and customer loyalty.
The insights presented will surprise (even shock) some readers. Trust me - Micheal's not 'blowing smoke' here. His association with Mr Williams (a man I have tremendous respect for and have followed for years) and the underlying research behind a book they co-wrote together - has provided a rock-solid foundation for the information Michael provides here.
Like another reviewer - I'm not totally ready to junk USP - but I agree wholeheartedly the 'practice' of using USP has been executed poorly by most businesses and HAS become mostly 'noise'.
I also recommend checking out the book Micheal & the Wizard wrote together: 'Pendulum: How Past Generations Shape Our Present and Predict Our Future'
This short and meaty read has got me already in the process of updating the front page of my website (and given me fodder for a few new blog posts too).
A while back I realized that most websites for people in my profession all basically looked and sounded alike. That is when I began to re-write my content using the criteria of "it must not look or sound like any of my collegues website." I figured standing out was the only way to get attention. It's worked too.
And after reading this thin eBook I now have some ways of making my message even more compelling and memorable!
This is going to be fun.
Drew's new book is going to be the difference b/t proverty and prosperity throughout the rest of this decade.
He provides simple, yet marketing-consultant-esque questions for you to answer...TO GET THE MASSES TO PAY ATTNENTION TO YOUR BUSINESS (and also to get you in step with the current generational worldview).
And btw, Michael Drew's first print book Pendulum is already a high and profound and top-level look at the wobbling of two generational psyches back and forth across the landscape of Western culture (and US culture in particular) for millenia.
But with or without your having read Pendulum, take this book at face value, answer Drew's questions and figure out what you stand against.
QUIT SCREAMING LOUDER WHAT EVERYONE ELSE IN YOUR BIZ. CATEGORY IS ALREADY SAYING, AND STAND AGAINST SOMETHING INSTEAD.
Will definitely give you an edge in marketing and getting your message out there in a way that the new society (and the customers I WANT) want to hear it.