Underdog Advertising: Proven Principles to Compete and Win against the Giants in Any Industry

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Product Details

  • ISBN-13: 9781933285351
  • Publisher: Brown Books Publishing Group
  • Publication date: 1/28/2006
  • Pages: 224
  • Product dimensions: 6.14 (w) x 9.02 (h) x 0.59 (d)

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Sort by: Showing all of 7 Customer Reviews
  • Anonymous

    Posted June 29, 2006

    He shudda written this years ago

    Oh, how I wish Paul Flowers had written his book while I was still in advertising, running the creative department of the largest agency on the west coast. I¿m certain I could have helped my clients increase sales and save tons of money to boot. For almost always, they were important players in their industries, and they tried, with my help, to act like leaders. But as Mr. Flowers so correctly points out, only one marketer, the industry leader, is a top dog. The rest are underdogs. And by trying to emulate what the leader is doing, we underdogs are playing his game, and so, unwittingly, strengthening his hand. Sounds logical, all right. But how exactly do you, an underdog, fight when your competitor holds all the high cards¿a larger sales force, broader distribution, greater name recognition and product awareness, more clout, and a bigger budget? Mr. Flowers proposes ten specific things you can do to beat the odds. All of them are sound and practical. And I think at least two of them¿Be Contrary, and Focus! Focus! Focus!¿are, by themselves, worth ten times the cost of the book itself. If you¿re reading this, you¿re probably in marketing, and you¿re almost certainly an underdog. This book tells you how to fight like one.

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  • Anonymous

    Posted June 10, 2006

    Five Stars (more if I could)

    I didn't know what I was missing! Underdog Advertising has so many unique examples and ideas that I could hardly keep my mind on reading the book. With each new example my mind would race to my own business and how I could easily adjust the ideas to make them my own and incorporate them into my advertising. Underdog Advertising is not just a book full of ideas it also goes into detail about why your company should advertise in some ways and not others (so you¿re not throwing your money out the window). There's a workbook in the back of the book so you can work through each of the 10 Principles to get the most from Underdog Advertising. I highly recommend this book for any business. I¿m so glad I found it, I¿m shocked at how much I didn¿t know.

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  • Anonymous

    Posted July 28, 2006

    Looking Big

    As a very small business owner, I read tons of marketing and business books. This is one of the best I've read. First of all, I love the cover. To me, it conveys the concept of underdog advertising perfectly. I thought the book was well organized and followed the 'tell them what you're going to tell them, tell them, then tell them what you told them' format in a way that was reinforcing and not overly repetitive. I'm very visual, so I particularly enjoyed his many word selections that evoked imagery. Statements like 'If your marketing and advertising do not leave your palms a bit sweaty, you are not taking enough risk' and 'overwhelm the few' made his meaning crystal clear. Some of the points I found most helpful include his definition of risk capital (how bold you can afford to make your marketing actions without running the risk of damaging your business) and the important difference between strategy and execution. Several times in the book he urged us to do an exercise now, because we probably would not come back to it later. How true that is, especially for a small business owner. The 'needs' grid and explanation was especially helpful to me in clarifying what specific needs my service addresses. Sometimes in small business you think you can satisfy all needs of all people, and without identifying your specific focus, you just spin your wheels. The 'Select Your Battlefield' chapter was great, as was 'Focus, Focus, Focus.' One of the points that really jumped out at me is you have to reduce your market focus down to the size you can afford to look BIG to. The 'Lessons from a Junkyard Dog' chapter, with real-life, wildly successful examples of underdog advertising, were not only inspiring, but got my wheels turning. Well worth the time to read AND work through the exercises. Taking action is what makes it work!

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  • Anonymous

    Posted June 21, 2006

    Classic Marketing Advice in Layman's Terms

    Paul Flowers presents a series of 10 Principles of Underdog Advertising that point to classic marketing wisdom in a very approachable style. His real-life examples that he uses to illustrate his Principles are easily understood and can be quickly adapted by any 'underdog' marketer and used within any business. I had to stop after each chapter to note the ways that I can apply his Principles to my own business and I came away from the book with a list a page long of immediately actionable ideas that I can use to make my marketing plans more focused, creative and successful. His technique for really understanding the customer's true buying emotion is unique in that he presents a matrix useable by any business to uncover what truly makes the prime target customer for their product or service tick. I urge every underdog marketer to get a copy of Underdog Advertising - it will revolutionize the way you approach your marketing forever!

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  • Anonymous

    Posted June 19, 2006

    Stay the course!

    Advertising on a small budget has been my biggest challenge as a sole proprietor. The techniques and insights from this book continue to give me courage to stay my course. It¿s now ensconced as recommended reading in my training manual!

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  • Anonymous

    Posted February 23, 2006

    Every Dog Has His Day

    ¿Goliath came out from the Philistine ranks to face the forces of Israel. He was a giant of a man . . .¿ This is not how you might anticipate a business book to start. However, nearly every business faces competitors that are bigger, more established and with more resources. Just like David, who slew Goliath, the underdog in business must find unconventional ways to compete against the giants in their industries. Underdog Advertising introduces and explains marketing and advertising disciplines that can help the ¿Davids¿ in business compete with their Goliaths. Paul Flowers draws on thirty years experience in the advertising industry to identify and refine advertising principles that consistent deliver results for small-to-midsize businesses. These principles, trademarked as Underdog Advertising®, are the basis of the book.

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  • Anonymous

    Posted February 11, 2006

    Taking On The Goliaths

    ¿Goliath came out from the Philistine ranks to face the forces of Israel. He was a giant of a man . . .¿ This is not how you might anticipate a business book to start. However, nearly every business faces competitors that are bigger, more established and with more resources. Just like David, who slew Goliath, the underdog in business must find unconventional ways to compete against the giants in their industries. Underdog Advertising introduces and explains marketing and advertising disciplines that can help the ¿Davids¿ in business compete with their Goliaths. Paul Flowers draws on thirty years experience in the advertising industry to identify and refine advertising principles that consistent deliver results for small-to-midsize businesses. These principles, trademarked as Underdog Advertising®, are the basis of the book. There are ten Underdog Advertising principles, all short and to-the-point, like: ¿Be Contrary,¿ Select Your Battlefield,¿ and ¿Focus! Focus! Focus!¿ Mr. Flowers explains each principle in detail and instructs business owners or operators how they can apply the principle to their marketing situations, providing real-life examples of the principles in action. The Underdog Advertising principles make up the foundation of a branding strategy development process, called Big Dog Branding, that helps the business operator determine how to differentiate his business from his competition in meaningful way. To aid the reader in implementing the Underdog Advertising principles, the easy-reading book includes a workbook that provides a step-by-step process for applying the principles to the reader¿s business. Underdog Advertising ends where it begins ¿ with David and Goliath ¿ showing how each of the Underdog Advertising principles were involved in the boy¿s victory over the giant.

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