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

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Overview

Pow! Right Between the Eyes! features the following:

Two surprising forewords by John Cleese

"Buy this book. Or you will die."

Craig Ferguson

"Andy is that rare thing in this world—courageous. He has a steel trap, commercial mind . . . nothing short of a business genius."

ONE EYE-POPPING AFTERWORD BY DAVID ALLEN, bestselling author of Getting Things Done

"Who knew that there was a veritable science of Surprise, as well as an art? Kudos to Andy Nulman for demystifying such a universally valuable component of the human...

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Overview

Pow! Right Between the Eyes! features the following:

Two surprising forewords by John Cleese

"Buy this book. Or you will die."

Craig Ferguson

"Andy is that rare thing in this world—courageous. He has a steel trap, commercial mind . . . nothing short of a business genius."

ONE EYE-POPPING AFTERWORD BY DAVID ALLEN, bestselling author of Getting Things Done

"Who knew that there was a veritable science of Surprise, as well as an art? Kudos to Andy Nulman for demystifying such a universally valuable component of the human experience."

AND DOZENS OF AMAZING IDEAS TO LEAVE YOUR CUSTOMERS TINGLING WITH EUPHORIC SHOCK

In today's information economy, it doesn't matter how many people you reach but how much attention gets paid. And the best way to get attention is with the POW!erful but largely misunderstood force of surprise. Done right, surprise ignites word of mouth and solidifies the bond between customers and your business like nothing else. It doesn't matter what you're selling—your product, your service, even yourself—this book provides you with an easy-to-use secret weapon to help open eyes, open mouths, and open wallets. Put simply, it's the difference between your customers saying "Holy Jeez!" or "Who Cares?" So, what are you waiting for? You've already picked up the book and read this far . . . you might as well just buy it and get started!

Editorial Reviews

Publishers Weekly

In the midst of a recession, Nulman offers a way for marketers, advertisers and entrepreneurs to capture consumer attention by harnessing the power of surprise marketing. Starting with entertaining forewords by comedian John Cleese and talk show host Craig Ferguson, who both understand the necessity of shock and timing in getting laughs, Nulman proceeds to offer (and amuse) with astute insight about how companies can create a bigger bang for their buck by imparting the unexpected in their marketing. Using case studies of ad campaigns, the author describes what successful shocking marketing is (Oprah declaring, "Everybody gets a car," to her studio audience, which sent her Web site's traffic up 800%) and is not (St. Louis using the ubiquitous arch in an ad campaign to portray the city as "surprising"). Drawing on 15 years of experience as the CEO of the Just for Laughs Festival, the author emphasizes that the element of surprise is pertinent for anyone trying to sell a product or gain attention for a cause or event. This colorful and enlightening book will engage business readers looking for innovative ways to win without breaking the bank. (Feb.)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Product Details

  • ISBN-13: 9780470405505
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 2/24/2009
  • Edition number: 1
  • Pages: 272
  • Product dimensions: 5.70 (w) x 8.40 (h) x 1.10 (d)

Meet the Author

In industries ranging from hi-tech to show business, Andy Nulman has been making people gasp and leaving them pop-eyed and open-mouthed for over three decades. A surprise marketer before the term even existed, he has parlayed his hands-on expertise and continuous research of the genre into this book. A renowned speaker and corporate showman, Andy is celebrated for his unique outlook on the world—and unique look of his wardrobe—and for marching off the beaten path to the beat of his own drum.
For proof and more information, please visit www.andynulman.com

Table of Contents

Foreword John Cleese Cleese, John

Foreword Craig Ferguson Ferguson, Craig

10 Rather Surprising Things You Should Know About Me

Prologue: Surprise Drives It Home

Ch. 1 Why Surprise Is Crucial 1

Ch. 2 What Is This Thing Called Surprise? 25

Ch. 3 What Surprise Ain't 45

Ch. 4 All Powerful? Almighty? Almost: The Surprising Surprise Conundrum 65

Ch. 5 Shock 101 89

Ch. 6 Let's Hear It for the Surprise Theory Quartet! 103

Ch. 7 The Art of the Business of Creating Surprise 139

Ch. 8 The Tomorrow of Surprise 203

Epilogue: A Diploma in Surprise 213

The End of Pow! 219

Afterword David Allen Allen, David 221

Notes 223

About the Author 229

Index 231

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