Sunday, March 9, 2008
Defying Gravity With Travis and Jimmy
by Tammy de Leeuw
As you can imagine, I read tons of books on financial issues, sales, marketing, advertising, and public relations. Most of these books, unfortunately, rely on corporate-level strategies which are just too time-consuming and costly for the average business owner.
So, when I happened upon Jimmy Vee and Travis Miller's new"Gravitational Marketing" book, I couldn't help thinking, "Great, yet another marketing book with a cutsie title and the same old tired observations inside."
Was I ever wrong!
Jim and Travis don't just point out everything that is wrong with modern marketing methods, they offer practical ways to CORRECT these mistakes. Using the timeless wisdom of the great marketers of the past, Jim and Travis dispel the common myths which keep small businesses from fully harnessing the power of branding. And, they do it in a fun, entertaining way.
As they point out in the book:
"When someone sets out to buy your product or service they have a thousand other
options. Why in the world would they choose you?
If you’re thinking about starting a business, if you already own a business or if you’re
working in a career as a sales professional you may have asked yourself this question.
Whatever the case, ask yourself now. Why would someone choose you?
Perhaps we should begin with a discussion of why people buy in the first place.
Have you ever thought about that? Why do people buy from you? Why do people
buy anything? The truth is most companies ignore the basic principles that cause
people to buy. They’re pushing a rope uphill.
Over the years we’ve been engrained with the wrong ideas. Most companies are just
sheep in the flock trying to imitate what they see on television. If you can erase
these hardwired concepts from your brain, your job will be much easier.
By digging beneath the surface, finding what truly motivates your customers and
exploiting the information, the task of marketing will be like sailing with the
wind instead of into it. …"
Can A Book REALLY Help?
Travis and Miller discuss ideas such as developing what they call your "Gravitational Positioning Statement," "attracting through personal effort," "attracting through the mail," and many others.
Has any of this been said before? Of course, but that is the point. Travis and Miller believes no one has been listening to the "old school," marketing gurus , preferring instead to throw themselves into trendy methods that are far less effective and way more costly than they should
There is tons of actionable advice in this book, and a lot of amusing stories as well. If you have any interest at all in marketing and advertising, I advise you to go to their website and order it.
While you are there, take advantage of the freebies they offer. I think you are going to like what you read.