By Andy Nulman

ISBN-10: 0470405503

ISBN-13: 9780470405505

Pow! Radical new equipment for achieving jaded, cynical consumersPut easily, by way of your online business, your new suggestion, even your self, this ebook could be the variation among a "Who cares?" and a "Holy cow!"Business, either huge and small, is in determined desire of latest how you can motivate bored and cynical shoppers who've grown weary of the usual track and dance. In today’s info economic climate, it doesn’t topic what number of people you achieve, yet how a lot consciousness they pay. And how to get consciousness is with the robust, yet mostly misunderstood, portion of surprise.Pow! input Andy Nulman with the paintings of shock advertising. An explosive new outlook, shock advertising and marketing solidifies the bond among you and your consumers like not anything else, and retains them coming again for extra by way of offering a continuing stream of what they by no means anticipated. Pow! correct among the Eyes unearths the secrets and techniques, theories, and strategies of shock advertising, and wields outrageous real-world examples (and much more outrageous instruments like "The Lubricant to certain" and "Euphoric Shock") to aid extend the limits of the extraordinary and create an even bigger bang for larger profits.On his quest to free up the key of why a few issues knock your socks off and others positioned you to sleep, Nulman stocks insights from director Alfred Hitchcock, dressmaker Philippe Starck, playwright David Mamet, kin man author Seth McFarlane, Harvard psychologists, songwriters, bloggers, or even the inventor of Pirate Booty snack chips. And he exhibits how today’s smartest businesses are profitable huge with surprises tales like:• How Oprah’s stunning assertion that "Everybody will get a car!" despatched her site site visitors up 800% and helped the Pontiac G6 outsell its rivals via 20%• How objective earns $7 billion a yr in unfastened exposure with stunts like a floating transitority shop in New York’s Hudson River or placing on a vertical style exhibit the place acrobat versions walked down the aspect of Rockefeller middle• How endure bare Granola reversed the trick-or-treat culture via sending costumed road groups door-to-door to provide away granola samples on HalloweenAndy Nulman is a wildly-successful businessman or even wilder public speaker who first realized the ability of shock operating with Jay Leno, Jerry Seinfeld, Jim Carrey, and lots of different comedians because the cofounder and CEO of the only for Laughs pageant, the world’s greatest comedy occasion. His ebook stocks hilarious and potent shock promotions that he himself dreamed up for the development and in his present place as cofounder, President, and CMO of Airborne cellular, which brings manufacturers like Maxim, relations man, and the NFL to the cellular media world.Don’t overlook to learn the book’s forewords through the mythical John Cleese and CBS past due past due express host Craig Ferguson. fabulous offerings for a company publication? Well…what did you predict?

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Extra resources for Pow! Right Between the Eyes: Profiting from the Power of Surprise

Example text

It might not feel safe, but if you do the safe thing, I guarantee you won't Surprise anyone. " Get with the program, folks-the public decides what's viral, not the creator. Tv, the $40 million project called "one of the most ambitious-yet-poorly implemented brand forays into online content/video,,)5 go embarrassingly ignored while the unheralded, bootstrapped, halfassed, independent eye-poppers like the Diet Coke-Mentos geysers, the supposed cellphone-popped popcorn, or the Blend-Tec scenes of blender destruction rip around the globe like a pandemic.

Surprise jolts us to attention. (It) is triggered when our schemas fail, and it prepares us to understand why the failure occurred. "When our 'guessing machines' fail," they continue, "Surprise grabs our attention so that we can prepare them for the future. That extra attention and thinking sears unexpected events into our memories. ,,6 What Is This 31 Attention is Surprise's legal tender. And its ascent in international currency markets comes at an opportune time, as much of marketing's 01' reliable means of measurement are losing value faster than that retirement property you bought in Florida for $5,000 down.

Simple, right? So why then do so many people screw it up? Sorry to say that the concept of Surprise is taken in vain way more often than the Lord's name. It is misused more often than prescription drugs by teens at a weekend-long rave, and is more misunderstood than the lyrics to "Louie Louie:' For example, take the city of St. Louis (no relation to the song). In early 2008, the city-one I travel to and love, by the way-embarked on an expensive marketing campaign, buying full-page ads in business magazines, touting itself to meeting planners.

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Pow! Right Between the Eyes: Profiting from the Power of Surprise by Andy Nulman


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