There are many interesting and useful theses, objective laws and facts about marketing and advertising in this book. The structure of the book is unusual. Readers are given a list of various observations of different levels of use, some of which may lead to particular conclusions and can be used in work and life. The book helps to understand philosophy and the essence of advertising.
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...
Love arises if you free your head from thoughts. Thoughts, that's what gets in the way of love. Love turns off thoughts. If you want to fall in love, turn off your thoughts and you will drown in admiration and inspiration.
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.
It's barely promising to ask someone of something. Live-bait fishing is a much more promising thing to do. A hook and a bait… Our task is to find out yummy baits. Fish can't be asked to swallow the hook but it can be done by using a bait.
A successful person differs from not a very successful one, in the first place, by the ability to quickly make well-considered decisions and put them into practice.
Life goes very fast. There are always new opportunities and situations in the way. So it's important to quickly think over a situation as a whole and make a right well-considered decision. It's very important to notice a perspective situation, quickly consider it and use it to your advantage. Everything happens very fast. Once a situation is summed up in the wrong way, once a decision made wrong or an opportunity missed - and that's all... There's no more opportunity left. As someone else grabbed it to his hole... Perhaps this someone was a "successful person" who thinks and makes right decisions faster than you do.
Female mystical sensual way of thinking understands the world through images, emotions, feelings... A woman feels the world around. That's why if a man wants to tell a woman about something, he should talk about his feelings and ideas concerning the subject of the conversation:
Such a nice gorgeous red car. Its color is so warm that you'll like it I guess. It's so comfortable with its warm velvet seats and soft plastic and leather steering wheel pleasant to the touch. The music is nice, the sound is clear and so mellow... A big navigation system with a big screen. I'm simply sure you'll like this car. You will look great together with it.
Repeat actions make perfection. Regular repeating of the same information is the base for any propaganda. All these wonderful thoughts mean only one thing: it doesn't matter what you say but it matters how many times you repeat it. Constant dropping wears away a stone.
Human brain of 80-95% people functions the way to trust and memorize anything stable and perpetual. If a thing existence is stable and perpetual, hence, it has a tendency to survive. It's an example of the survival of the fittest as something weak and incapable of survival fades away and something strong and productive blossoms. For instance, regularly repeated information is accepted as reliable and truthful. And the brains of about 5-20% of people (who are called nihilists), on the contrary, will consider this information wrong. It's important for the survival of the population. If the majority of people are mistaken then at least 20% will survive, and if the majority are right then the loss of 20% is not that big. Such a proportion of 80 to 20 can be explained by the fact that the majority of people are five-fold more often turn out to be right than the minority.
People tend to listen to what they tell them many times. Information given them again and again evokes their trust.
If a person doesn't want to do something, you have the ability to tell him or her a thousand times that it should be done as it's a right thing to do and very soon this person will become absolutely sure that doing what you tell to do is the only right and rational way out.
P.S. By the way, constant repeating of something is the base for female manner to «bend someone’s ear», constantly discussing the same issues etc. «Constant dropping wears away a stone». Sooner or later one can get anything if one doesn't give up.
Beauty brings joy. The joy turns into pleasure and pleasure turns into happiness. And beauty brings good luck and draws money as well. Beauty gives health and prolongs the youth. Beauty is great power. In fact, our whole Universe exists because of beauty. At least, that's how it appears to be to onlookers.
In order to make money, it's necessary to thoroughly study all the things that others failed to do. It's important to study everything that others found unnecessary. It can be something too difficult, too complicated or too controversial...
That's why our strategy is about finding a super unique niche with no one working in it and doing our part so that very few people would get to know about it.
The main problem of making money is competitors - as once they get to know that something is profitable, soon there will be lots of them. The strongest ones will outbeat the weak ones and take the place of them. That's why money likes humbleness, privacy and silence...
Useful things are the ones that give extra energy, bring luck, save energy and time (for example, comfortable and effective). Something that brings pleasure and joy. Something that helps to survive and exist. Something that gives strength to live. Something that protects from fear and causes fear. Something that protects life and destroys life. Something beautiful is useful too.
Use should be needful, available and timely.
Useless perfection is not necessary for anyone and it won't get energy for its existence. As no one pays for something of no value.
On the other hand, the most common mistake is not in the creating useless perfection but in trying to attain perfection under strong competition. Something perfect but not very unique has to compete with similar things that can easily become better. Such a competition destroys something of weaker perfection and makes it useless. Finally, it will die of the lack of energy if it doesn't know where to get it.
If a goal that one wants to accomplish is very cash-consuming and one doesn't have enough money, then it's possible to pay with time spent on its accomplishment. Something is either costly and easy to get or cheap and time-consuming.
The law of alternative. (The 3rd law of Soloinc). The consequence of Pareto's law.
20% of time and energy spent on work, bring 80% of income.
While additional 20% spent on work, bring 75% of loss in reference to an alternative model of investments.
It's inefficient to spend more than 20% of efforts and time on some particular thing. And ineffective use of energy is a sin that leads to pain, suffering and general decrease of energy level in the body. Nature thinks that it's irrational to give energy, luck or happiness to sinful people.
Spending more than 20% of efforts on the same thing exponentially decreases the results and finally destroys the whole system.