Today I read “The perfection of marketing” by: James Connor which is a brilliant marketing and business building book. In this blog post I’m going to share with you what I learned from the book so that you can take away the golden nuggets. I do highly recommend that you still pick up the book because this is one of the best marketing books that I have ever read! I know you will get a lot out of it.
The book covered so much and was so intriguing with it’s conversational writing style. I couldn’t put the book down, I read it front to back today without taking a break (for the most part!).
The first thing that I learned that I absolutely love and want to share with you is that there are three engines of a business. Those three engines are Operations, Finance and Marketing. In the book James shares with the CEO, Marketing Director and CFO of a company the “Perfection of marketing” approach.
Another awesome lesson I learned what a brand really is. We all have our own definitions of a brand. Prior to reading this book I may have said something like “An established company that has memory and recognition in the marketplace” or something like that!
A brand is simply a single idea that tilts sales in your favor. Think Nike, Apple and Coca-Cola.
The brand is composed of four elements and they are…
1. The Name
2. The Logo
3. The tagline
4. Advertising/Marketing Campaign
These four areas perfected make up the “tilting sales in your favor” part of the brand.
Let’s use Nike for example, The name is nike, the logo is the swoosh and the tagline is just do it.
The company reinforces the tagline, logo and name through it’s advertising and marketing campaigns. Nike is a perfect example of a brand that has each of the 4 elements. One question to ask yourself is: “Does my company have the 4 elements of a brand”?
If your company doesn’t that’s just another reason to pick up james book, to learn how to make these 4 elements work right.
Another awesome lesson that I learned about advertising campaigns was the four types.
The are…
1. The word hook (Example: nike)
2. The character hook (Example: Geico or Mc’donalds/Burger King)
3. The repeatable theme (Example: Citibank)
4. The consistent layout (Example: Continental airlines)
There were so many amazing lessons in this book.
James also talks about partner marketing and how it’s beneficial. I definitely agree with him when he say’s people need to see their competitors as partners instead of competitors. Seeing your competitors this way allows for more opportunity, leverage and strategic growth.
In this book he also covers ROI marketing. I’m sure many of you have heard this before but james really lay’s it out nicely. When you know your lifetime customer value (LCV) you know how much money you can spend to acquire that customer.
Knowing your lifetime customer value is really important otherwise you are marketing in the dark and you don’t know if it’s working let alone what in your marketing is working vs. what’s not working.
If you know your lifetime customer value it will allow you much more room to grow quicker. You can choose to grow fast or grow slow, me? i’m a fast growth guy… go slow for what?
This book was truly one of the greatest marketing books that I have ever read. James writing style is awesome, the whole book is a story with all of these lessons built in so it keeps you intrigued and is full of passion and a love for marketing.
James is also a meditating irish marketer! (I am too!) so I think he’s real cool just because we have more in common! Ha!
The book comes highly recommended by me, I highly recommend that you pick it up below!
Take care and have an amazing day!
David
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