The full title of this book by Scott McKain is
“All Business is Show Business: Strategies for Earning Standing Ovations from Your Customers“.
In my review posted to Amazon.co.uk, I rated it as Four Stars. This means I think it is Good and Well Worth Reading.
Here is my book review.
Capture attention and keep customers interested through “entertainment”
I enjoyed reading this book and it covers three important concepts:
- A high concept – a short, powerful summary of what your business is all about.
- A powerful story – expand on the core concept through a powerful, emotional packed, memorable story which creates a real connection with customers – I wrote about this in my blog on the Core Myth.
- The ultimate customer experience – a similar concept to what I call the perfect customer experience and the ideal customer experience.
The focus of the book is all about capturing the emotional commitment and loyalty of customers.
It’s something that show business does automatically, as part of its natural business.
Its purpose is to entertain and now we’ve come expect entertainment as the price for our attention in our buying habits for many products.
Early in the book, the author tells the story of speaking to his old teacher and discovering the idea that the biggest problem with education is Sesame Street! Not that Sesame Street is bad but it has created an expected in the children that learning is entertaining. It sets the bar too high for teachers to meet and sadly kids get bored with just learning.
That’s pretty sad and profound because it helps to explain how difficult it is to retain people’s attention.
In this context, the three ideas in All Business Is Show Business build on each other – the high concept captures your attention, the powerful story keeps you interested and persuades you to buy and the ultimate experience delivers on the promises in the high concept and the story so you want to continue the relationship.
The book is well worth reading and is recommended. It’s one of those books which is inspiring and makes you want to go out and create something special.
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