A good book for all, esp those who have not taken any marketing course

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	• Underdog Advertising Paul Flowers Brown Books Publishing Group, 2006 - 224 pages average customer review:based on 18 reviews view larger image
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highly recommended

Actually, Underdog Aikido ....

Paul Flower's UNDERDOG ADVERTISING is a gem for every small business owner. I especially appreciate Mr. Flower's honesty throughout this book, particular in the anecdote he shares in his introduction, where he reveals how he and his partners realized (to their horror, no doubt) that they themselves had "...fallen into the trap of copying what our bigger competitors ... did--the same trap we were warning our clients to avoid." It takes guts to be honest in marketing, and Mr. Flower's has guts ... in spades.

His recognition of David (of David/Goliath fame) as the archetypal underdog is brilliant, and Mr. Flowers uses the David/Goliath metaphor as a touch-stone throughout the book. BTW, much of the Underdog Advertising philosophy seems to be very much in keeping with the philosophy of the non-violent martial art of Aikido.

Mr. Flower's Ten Principles of Underdog Advertising are worth the cost of the book alone (for myself, I'm continually working on the last one - #10. Have Patience).

Kudos to Mr. Flowers for his discussion of psychographics for in the chapter on "Know Your Prospect". (I continue to be amazed at the marketing books that I read that stress demographics without ever mentioning psychographics).

Finally, when approached with an open mind, the appendix of the Underdog Advertising Workbook can provide you with a wealth of information for improving your brand.

My copy of Underdog Advertising is full of highlighted passages and notes in the margin. I'm planning on implementing these strategies over the next six month.

I can think of no higher praise to give a book.

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A good book for all, esp those who have not taken any marketing course

First of all, let's have a look of the proven principles preached by the author:-

1. Think outside the box
2. Take risks
3. Strategy before execution
4. Be contrary
5. Select your battlefield
6. Focus! Focus! Focus!
7. Be consistent
8. Demonstrate value
9. Speed & surprise
10. Have patience

Cliche and common sense? Depends! Nevertheless, the beauty of it is not the provision of unique and extravagant concepts, but easily understandable and adoptable ideas furnished with plenty of real life practical examples. The two workbooks from page 175-206 of step to step guidance to apply the 10 principles well worths the price of the book (consider how much you have to pay for an external consulting agency). If you had not taken any marketing course before and you have to do marketing now, highly recommended! (though I think the much emphasized David vs Goliath metaphor is quite out of place)

Below please find some of the passages I like the most for your reference:-

You miss 100% of the shots you never take. - Wayne Gretsky pg 32
Tactics without strategy is the noise before defeat. - Sun Tzu pg 34
Strategy is the who, what, when, where, and why of advertising...Execution is the how...Because the key to creating effective advertising is to have the right strategy. pg 35
The superiority in numbers is the important factor in the result of combat...the greatest possible numbers of troops should be brought into action at the decisive point. - Karl von Clausewitz pg 78
Concentrate all your thoughts upon the work at hand. The sun's rays do not burn until they are brought into focus. - Alexander Graham Bell pg 90
It is better to overwhelm a few than to underwhelm many. pg 100
Any damn fool can put on a deal, but it takes genius, faith and perservance to create a brand. - David Ogilvy pg 134

p.s. In the very case you want to read something of the advanced level, "The 22 Immutable Laws of Branding" by Al Ries is a very good choice.

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Good concepts

I've spent the last 15 years in marketing and always enjoy reading about principles and concepts to apply to my work. This book focuses on the "underdogs" - but not necessarily the small business owner. Some of the "underdogs" he profiles have large enough advertising budgets to allow them substantial print campaigns to compete with their bigger competitors. For this reason smaller business owners should read this book and take note of the bigger picture of what author Paul Flowers is saying. The concepts he mentions are solid and refreshingly free of the usual marketing jargon. I especially appreciated the attention Flowers paid toward attitude and mindset, as I feel this is something that can define success in an organization.

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Powerful Book 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 priciples 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 impliment 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 Goliath's. 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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A great learning tool.

This book is a great tool for helping small businesses focus their marketing efforts. It is a great follow up to taking a marketing course. The former primarily provides the "what", this book provides the "how". The concepts and strategies are equally applicable to large busnesses.

reviews: page 1, 2, 3, 4

Underdog Advertising is written for the small-to-midsize business that must compete against bigger companies for sales, market share and brand awareness. Based on proven creative and strategic advertising principles that have developed and refined over the last twenty-five years, the book helps smaller businesses create and execute advertising programs that are effective in the face of strong competition.

Just as David toppled Goliath with a well-aimed rock, the methods and principles described in Underdog Advertising have consistently helped "budget underdogs" hit the mark and become the real winners.

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