Underdog Advertising 'Proven Principles to Compete & Win Against the Giants in Any Industry' by Paul W. Flowers.
Underdog Advertising is a unique book written with the small business in mind. It shows how the small business can take proven marketing principles and compete in the marketplace and win.
The author opens the book with the tale of David and Goliath. Just as in the old story, David represents the small business and Goliath is the giant advertising agencies.
The underdog principle consists of the Underdog Advantage Principles, the Big Dog Branding Process, and the Junkyard Dog Execution. The Underdog Advantage Principles goes into depth on the ten foundation principles that guide the development of marketing strategies and tactics to help your business compete and win. It teaches you how to consistently deliver creative, nontraditional ways to win the high ground with limited responses. Big Dog Branding Process is essential so your business can carve out a niche in your chosen field and puts your company in the minds of your customers. The Junkyard Dog Execution shows you how to find unique ways to stand out from the crowd and how to implement them.
David and Goliath are revisited as a review of how to use all three of the disciplines to help your business compete and win advertising spots against the Goliaths. To help you put the principles and disciplines into action, the author provides a workbook at the end that takes you through each ten principles. Also included are branding worksheets that allow you to find your target prospect, define it and validate it.
Every small business should have this book in their libraries so they can follow Mr. Flower's principles to help them define an advertising campaign that will reap benefits for their business.
This is a book that will be used over and over again. A must have keeper for your business.
Underdog Advertising is a unique book written with the small business in mind. It shows how the small business can take proven marketing principles and compete in the marketplace and win.
The author opens the book with the tale of David and Goliath. Just as in the old story, David represents the small business and Goliath is the giant advertising agencies.
The underdog principle consists of the Underdog Advantage Principles, the Big Dog Branding Process, and the Junkyard Dog Execution. The Underdog Advantage Principles goes into depth on the ten foundation principles that guide the development of marketing strategies and tactics to help your business compete and win. It teaches you how to consistently deliver creative, nontraditional ways to win the high ground with limited responses. Big Dog Branding Process is essential so your business can carve out a niche in your chosen field and puts your company in the minds of your customers. The Junkyard Dog Execution shows you how to find unique ways to stand out from the crowd and how to implement them.
David and Goliath are revisited as a review of how to use all three of the disciplines to help your business compete and win advertising spots against the Goliaths. To help you put the principles and disciplines into action, the author provides a workbook at the end that takes you through each ten principles. Also included are branding worksheets that allow you to find your target prospect, define it and validate it.
Every small business should have this book in their libraries so they can follow Mr. Flower's principles to help them define an advertising campaign that will reap benefits for their business.
This is a book that will be used over and over again. A must have keeper for your business.
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