While being a short and sweet marketing book it’s main points could have been reduced to a few paragraphs:
▪️Classical advertisement is dead. Focus on people who are ahead of the curve; the Sneezers (aka. Influencers) who can give your product good word-of-mouth.
▪️Being Safe is Risky. Your product can’t be very good, it has to be remarkable.
▪️Go Niche, not Broad. The age of products that appeal to the masses is over.
This book is outdated (came out in 2002). The statements above doesn’t shock anyone.
What did surprise me though was how much I liked Purple Cow as history book. How confusing it must have been for companies when increased ads budget didn’t translate to increased sales anymore. I really enjoyed the case studies of companies that succeed—or failed miserably —in the transition from the old TV ad era to the new age of “Purple Cows”.
I learned a lot about advertisement history but I didn’t become much better at marketing. For a more current and practical book read Building a Story Brand by Donald Miller.
Ps. Have you ever been given stuff for free? With the (not so) secret hopes of companies that you will spread the gospel of their product? 🤔
Find other fascinating reads in my reading lists!