V knize najdete řadu zvědavých a užitečných abstraktů, pravidelností a skutečností týkajících se marketingu a reklamy. Kniha je postavena neobvyklým způsobem. Čtenáři je předložen seznam některých vyjádření různé míry užitečnosti, z nichž si můžete udělat nějaké závěry a pokusit se je aplikovat ve své práci a životě. Kniha umožňuje pochopit filozofii a povahu reklamy.
When selling something you like, you restrain yourself and do not feel like giving beauty to the wrong hands. People see your restraint and start coming to you so that you put them into the shape of beauty.
Everyone knows that the better is dangerous. The better is the enemy of the good. Usually you want to make something better and you keep making it worse. This is why you should not scare people with the better – just give them the good and they will be happy.
Traditional marketing trick is about a product to be made for particular core audience... Perhaps there is a grain of truth in it... However, the best selling and most valuable products are the ones made for oneself... The advice is simple - make things for yourself, to yourself and it's most likely that other people will want to have the same things...
Ancient Greeks thought that our thoughts are orders given by various gods, bad ones or good ones... that is feelings and intuition were their personal but thoughts were given by some force outside...of course people don't think so nowadays...and it's mostly politicians and media buyers who deny that idea...
Sly sellers like to program sellers by making them repeat after themselves “yes, yes, yes”. You should seize this moment and, at the most decisive moment, smile and firmly say “no”, because… slyness is a lie, and decent people do not deal with liars.
A barrel of honey with a spoonful of tar in it is honest, and honesty is beautiful. The more horrible the vice, the more honest it all looks. The barrel of honey is a syrupy lie, and lies are not beautiful. Pure tar deprived of honey is snake venom - the incarnation of pure evil and vice.
Do not think about what you need – think about what people with whom we would like to work need… In fact, nobody cares about what we want. People care about what they want. Our job is to sense whether we have what they need… and whether we can show our merchandise in a beautiful way.
It doesn't matter what they do but it matters who does it. The more perfect and unique a doer is, the more interesting results this doer will produce, even though we never know what exactly will come out of it.
Value is the balance of uniqueness and perfection. Totally unique things are useless as nobody can use them. But the absence of uniqueness makes perfection and use impossible to exist, as competition will destroy everyone and everything. There should be a balance of singularity and standard nature. Uniqueness is like spice, a cooking secret... A dish should be unique and tasty but fit into the criteria of food.
Interchange is a principle that makes a person sell his soul to the devil in exchange of freebies. “I exchange nothing for nothing,” says the wretch, rubbing his hands in joy, and, certainly, he is quite mistaken.
From an advertising angle, it is very useful to surprise, shock and rejoice people. Emotions turn people’s minds off, worsening their critical thinking skills when perceiving a product. Being emotional, customers will buy just about anything.