Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits

Overview

"Mack will teach you how to turn every first sale into residual streams of income with products and services that literally compel a second, third, and fourth purchase. If you have a millionaire mind, you've just chosen to buy this book."
?T. Harv Eker, author of the New York Times #1 bestseller Secrets of the Millionaire Mind

"Creating loyalty beyond reason and moving from irreplaceable to irresistible is job #1 for all marketers today. Mack's book will help you get there."
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Overview

"Mack will teach you how to turn every first sale into residual streams of income with products and services that literally compel a second, third, and fourth purchase. If you have a millionaire mind, you've just chosen to buy this book."
—T. Harv Eker, author of the New York Times #1 bestseller Secrets of the Millionaire Mind

"Creating loyalty beyond reason and moving from irreplaceable to irresistible is job #1 for all marketers today. Mack's book will help you get there."
—Kevin Roberts, CEO, Saatchi & Saatchi Worldwide

"I call Mack whenever I have a question about branding and he makes everything clear and even easy and obvious. Think Two Products Ahead is like talking with Mack because every chapter gives you newfound clarity and you see how easy and profitable branding really should be."
—David Doyle, Vice President, Program Development, Discovery Channel's Animal Planet

"For a guy like me who used to absolutely, positively hate branding, this book is a revelation. Finally, a clear-cut confessional from someone who has actually worked in the deep carpets with the guys and guyettes in the designer suits. But Mack generously goes beyond the Wizard of Oz exposé (that takes down the scam Madison Avenue and its provincial cousins have been running on businesses for years) and tells you what's good about branding, and how you can cash in on it for your business. I mean exactly, step by step. If you are in business and you have anything to do with marketing, you need this book."
—David Garfinkel, author of Advertising Headlines That Make You Rich

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Product Details

  • ISBN-13: 9780470055762
  • Publisher: Wiley
  • Publication date: 1/29/2007
  • Edition number: 1
  • Pages: 256
  • Product dimensions: 5.89 (w) x 8.74 (h) x 0.96 (d)

Meet the Author

Ben Mack is a sales and marketing expert and an award-winning ad-man who has worked on high-profile campaigns at several prominent agencies, including J. Walter Thompson, BBDO, WestWayne, T.G. Madison, WONGDOODY, and Deutsch. Visit www.ThinkTwoProductsAhead.com for more information.

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Table of Contents

Foreword (Mark Joyner).

Preface.

Introduction.

1. Pool Hall Wisdom

2. Brand Misinformation versus Back-End Thinking.

3. The Common Thread and Thinking Two Products Ahead.

4. Branding? Be Good to Your Gander.

5. Branding Processes Are Strikingly Similar.

6. What’s a Brand Essence?

7. Legendary Branding.

8. Extracting a Brand Essence.

9. The Kama Sutra of Marketing: Five Basic Positions.

10. Framing to the Right Target Audience.

11. Structured Creativity: Framing Tools.

12. Creativity on Demand: Why Ad Agencies Can’t Brainstorm.

13. Feed Their Passions.

14. Plan to Have Many Conversations.

15. Everything Communicates.

16. Storytelling: Letting the Genie Out of the Bottle.

17. Branding and Thinking Two Products Ahead.

Afterword: Myth, Magic, and Making Money the Old-Fashioned Way (Dave Lakhani).

Appendix A. AKS.

Appendix B. Jeff Lloyd’s Secret to Commercial Residential real Estate Sales.

Appendix C. How to turn Every First Sale into a Residual Stream of Income: Direct Response Branding, FREE Seminar Details and Downloads.

$197 e-Book.

Acknowledgments.

Index.

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