Table of Contents
1 COVER
3 PART I: PRINCIPLES FOR BECOMING OVERSUBSCRIBED PRINCIPLE 1: ONLY OVERSUBSCRIBED BUSINESSES MAKE A PROFIT YOU ONLY NEED TWO BIDDERSG SOME PEOPLE MISS OUT PROFITS, LOSSES OR WAGES? PRINCIPLE 2: THE ONLY PEOPLE THAT MATTER ARE YOUR PEOPLE CREATE YOUR OWN MARKET YOU DON'T NEED EVERYONE FAMOUS FOR A FEW PRINCIPLE 3: FIRST MAKE YOUR MARKET THEN MAKE YOUR SALES DON'T RUSH PEOPLE DRIVER NUMBER ONE – INNOVATION DRIVER NUMBER TWO – RELATIONSHIP DRIVER NUMBER THREE – CONVENIENCE DRIVER NUMBER FOUR – PRICE PRINCIPLE 4: PEOPLE BUY WHEN THE CONDITIONS ARE RIGHT YOU CREATE THE CONDITIONS PEOPLE DON'T BUY WHAT OTHERS WANT TO SELL, THEY BUY WHAT OTHERS WANT TO BUY PEOPLE OFTEN JUDGE THE PRODUCT BY THE PEOPLE BUYING IT PEOPLE DON'T BUY WHAT THEY NEED, THEY BUY WHAT THEY WANT PRINCIPLE 5: BE DIFFERENT AND SET YOUR OWN RULES THE POWER OF PHILOSOPHY IT'S OK TO FAIL IT'S OK TO SAY NO IT'S OK TO MAKE PEOPLE WAIT IT'S OK TO BE CONTRARIAN PRINCIPLE 6: VALUE IS CREATED IN THE ECOSYSTEM NOTHING WORKS ON ITS OWN GIVE AWAY IDEAS, CHARGE FOR IMPLEMENTATION IT'S EASIER TO CLIMB SMALL STAIRS THAN TO JUMP BIG WALLS INNOVATE THE ECOSYSTEM, NOT THE WINNING FORMULA PRINCIPLE 7: MEET PEOPLE WHERE THEY ARE, SPEAK TO THEM IN THEIR LANGUAGE MORE DATA, MORE SALES HYPER‐TARGETING IS YOUR MARKETING GOAL DATA IS THE LIFEBLOOD OF MARKETING DATA CREATES LOVE PEOPLE DON'T SPEND BIG MONEY TO SOLVE SMALL PROBLEMS ALL PEOPLE HAVE THEIR OWN SET OF VALUES PRINCIPLE 8: NOTHING BEATS BEING POSITIVELY REMARKABLE REPLACE YOUR MARKETING BUDGET WITH A REMARKABLE BUDGET THE KEY TO MAKING MONEY MIGHT BE NOT MAKING MONEY BUILD A REMARKABLY TRUSTED PERSONAL BRAND YOU ARE WHO GOOGLE SAYS YOU ARE
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PART II: THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD: TURNING PRINCIPLES INTO STRATEGY
THINKING LIKE A CAMPAIGN‐DRIVEN ENTERPRISE
THE CAMPAIGN‐DRIVEN ENTERPRISE METHOD
SIX STEPS TO CREATING OVERSUBSCRIBED CAMPAIGNS
PHASE 1: CAMPAIGN PLANNING: KNOW YOUR CAPACITY, WHO IT'S FOR AND WHEN YOU CAN DELIVER IT
IT BEGINS WITH A HAPPY CUSTOMER
WHO'S YOUR MARKET?
CLIENTS VERSUS CUSTOMERS
GETTING A GRIP ON REALITY
THE REAL NUMBER
YOUR SCHEDULE FOR BECOMING OVERSUBSCRIBED
CREATE A CAMPAIGN THEME
CREATE A CAMPAIGN TIME LINE
PHASE 2: BUILD‐UP: WARMING UP THE MARKET WHILE SENDING AND COLLECTING SIGNALS
THE POWER OF SIGNALLING
DON'T ASK FOR THE SALE – ASK FOR THE SIGNAL
THE BIG FIVE FOR LEAD GENERATION
THINK MOBILE AND MEDIA ASSETS FIRST
EDUCATE AND ENTERTAIN
“7‐11‐4”ING BUILDS DESIRE
BRAINS DON'T KNOW IT'S DIGITAL
MARKET PRODUCTS‐FOR‐PROSPECTS
NAMING YOUR TERMS
DON'T TAKE YOUR FOOT OFF THE ACCELERATOR
PHASE 3: OVERSUBSCRIBED RELEASE: COMMUNICATING DEMAND AND SUPPLY TENSION BEFORE ALLOWING PEOPLE