The full title of this book by Rick Ott is
“Creating Demand: Move the Masses to Buy Your Product, Service, or Idea“.
In my review on Amazon.co.uk, I gave the book a Four Stars rating. This means I think it is good.
Here is my book review.
A book to make you think about your marketing but it was written before the Internet
This is an interesting book, even though it dates back to 1992 because it offers a different perspective than you see in most marketing books. It is also well written and easy to read.
First, it recognises the important difference between creating demand and servicing existing demand. The second issue is much easier because you just need to direct the buyer’s attention to your product and service and present the benefits in a convincing way along with an attractive offer to sample your product, perhaps with a risk reversal strategy so that the buyer knows he or she can get the money back if not happy.
Second, the book emphasises the importance of an effective marketing mindset. This is something that I cover in my business coaching but it’s missing from many of the marketing approaches.
Third you must have a “quality” product or service that offers good value for money. Manipulative marketing techniques may sell products to customers the first time but it won’t build a sustainable business for the long term.
Fourth, marketing should be based on psychology.
The main drawback of the book is that it predates the Internet and your website has become the core marketing tool for most businesses as it is a risk free way for a potential customer to find out more about the business and its products and services. It also predates social media and how Facebook, Twitter, review websites and blogs have titled the power away from the marketer towards the customers.
If you’re a business owner, this isn’t the first marketing book to buy or the second or third because it isn’t essential but I believe that “marketing is your business and everything you do to make an impression on customers, potential customers and the general public”. On that basis, it’s well worth reading a different marketing book every six months or so and this will give you new insights.
It is available to buy from Amazon.co.uk and Amazon.com.
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