Prove It Before You Promote It: How to Take the Guesswork Out of Marketing

Overview

We humans find it difficult to admit mistakes. Even worse, the more time, effort, or money we have invested in a mistake, the more difficult it becomes for us to acknowledge the mistake and change course for the better. This is just as true for marketers as it is for everyone else. Whether we're hanging on to stocks that are tanking or pumping money into marketing campaigns that don't work, we have a hard time giving up on our bad ideas.

In Prove It Before You Promote It, ...

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Overview

We humans find it difficult to admit mistakes. Even worse, the more time, effort, or money we have invested in a mistake, the more difficult it becomes for us to acknowledge the mistake and change course for the better. This is just as true for marketers as it is for everyone else. Whether we're hanging on to stocks that are tanking or pumping money into marketing campaigns that don't work, we have a hard time giving up on our bad ideas.

In Prove It Before You Promote It, branding and marketing expert Steve Cuno combines hard science and marketing best practices to help marketers avoid bad ideas and losing campaigns in the first place. Cuno questions the long-lived marketing belief in the power of gut intuition and shows marketers how to make better, evidence-based decisions—even when making emotional appeals to customers. Drawing on actual case studies and real science, Cuno challenges the conventional wisdom and offers rational, workable solutions for marketing problems.

Every marketer knows that consumers base many, if not most, of their purchasing decisions on emotion rather than rational thought—but marketers needn't fall into that trap themselves. Prove It Before You Promote It draws upon neurology, biology, psychology, cognitive science, probability, and evolutionary psychology to protect marketers from hidden, costly cognitive traps that beset the marketing industry. And it reveals how marketers can apply the scientific method to their own campaigns in order to accurately and reliably predict outcomes—before investing big dollars in them.

Creativity is vital in marketing, but it takes solid science to put that creativity to best use. Marketing can and should be brought into the realm of measurable science. Marketing is a measurable science, and this book proves it. It shows you how to spot and avoid cognitive mistakes and apply scientific criteria to your marketing plans in order to chart a smarter, more effective course.

Even for marketers who truly believe in the power of pure creativity and gut intuition, this book is a must-read. Prove It Before You Promote It shows anyone how to apply science to marketing in order to enhance creativity and trade intuition for sound judgment. Want proof? Look inside.

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Product Details

  • ISBN-13: 9780470381182
  • Publisher: Wiley
  • Publication date: 11/10/2008
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 5.80 (w) x 8.60 (h) x 1.10 (d)

Meet the Author

Steve Cuno is founder and Chairman of The RESPONSE Agency, Inc., a direct response marketing firm with offices in Salt Lake City, Utah. He is a nationally recognized expert in branding and measurable marketing, and a popular speaker at national conventions, seminars, and colleges and universities. In his spare time, he enjoys his family, reading, writing, bicycling, and spending quality time with his grand piano.

For more information, visit ResponseAgency.com, or e-mail Steve@ResponseAgency.com.

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Table of Contents

Foreword, by Michael Shermer.

Preface.

Acknowledgments.

About the Author.

Introduction.

1. What Any Fool Knows.

2. Your Gut Doesn’t Know Squat.

3. Leaps.

4. Beguiled by Correlation.

5. The Great Creativity Debate.

6. A Critical Look at Branding.

7. Beware the Experts.

8. Help Stop Research Abuse.

9. How to Predict a Marketing Success.

10. The Sciences Cast a Light on Marketing.

11. The Discipline of Strategy.

12. The Art of Scientific Marketing.

Endnote.

Notes.

Recommended Readings.

Index.

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