Eventually something will stick
My mentor recommended a long list of what he considered to be great marketing books. Why? Because I’m still not sure what marketing is or how marketing is created.
This year, one of my minor goals was to read one book per month. I’m ahead of schedule with having read three within the first month and a half of this year.
Go me.
Made to Stick: The book doesn’t explain what marketing is but it does do a decent job of explaining how to make an idea stick in the head of someone. But getting an idea to stick is not enough if the people can’t remember the who part of the equation. Remember the Superbowl commercial where a marching band was playing on a field? Suddenly someone released dozens of wolves, which chased and bit the band members. I remember that ad as clear as day. But I can’t tell you who put that ad out there.
The workable idea: the author creates a formula which you can use to develop the marketing idea which will stick with your customer. This I believe holds some merit and I’m currently working on reviewing all my material that customers are exposed to.
Crossing the Chasm: The negative reviews say that it’s a rehash of some of Geoffrey Moore’s books. The good news: Geoffrey Moore is completely unknown to me so all the information should be new. I’ve just started this book so I can’t talk intelligently about it.
I guess by reading many, many books about marketing my mentor is hoping that the adage “Throw enough mud at the wall and eveutually something will stick” will pay off in my case.
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