made changes to virtually every page. I’ve also reorganized the content into sections that better reflect the needs of readers—marketing strategy, marketing message, persuasion, selling, leadership, and teamwork.
Lastly, given the scope of the changes, I figured it was appropriate to give the book a new title and look. Given the disappointing results of the Marketing Brain IQ test, I almost named the book A First Course in Marketing Literacy, because frankly, most marketing managers are virtually ILLITERATE when it comes to understanding the fundamentals of marketing. But alas, cooler heads at my publisher prevailed.
THE OVERT BENEFIT OF THIS BOOK TO YOU
The ideas and advice in this book will help you IMMEDIATELY DOUBLE your Marketing Success Rate. Said another way, this book will show you How to Sell More with Less Effort. By following the advice, you will multiply the impact of every dollar you invest and every hour you spend on sales and marketing.
When I say IMMEDIATELY, I mean it. From Scotland to Canada to the United States, I have seen marketers from small, medium, and mega-sized companies realize a doubling of their success rate in just an eight-hour workshop. The following quotes from small businesses in Scotland, from people who attended a Jump Start Your Business workshop, give you a sense of the speed of results that are possible.
“We sent out a trial mail shot on our new product (developed at Jump Start) on Thursday to eighteen customers and received three orders this morning (Monday)—definitely the fastest response to any marketing we have ever done.”
“The materials we produced using the Jump Start principles are by far the most effective I have ever used. I’ve already sent out four quotes to new customers, with more on my desk to do.”
THE REAL REASON TO BELIEVE THAT YOU WILL IMMEDIATELY DOUBLE YOUR SUCCESS RATE
Unlike the statements of opinion-preaching gurus, the advice and ideas in this book are grounded in HARD DATA. Quantitative data statistically analyzed ensures that the advice provided is RELIABLE & REPRODUCIBLE. The data behind this book range from a “mind-numbing” review of more than 2,000 academic articles to thousands of hours of original statistical research of data sets provided by Eureka! Ranch clients.
| This Book Is Based on Research Involving: | |
| 2,700 | Advertisements |
| 12,693 | Brands |
| 4,349 | Business-to-Business Customers |
| 5,252 | Industrial Customers |
| 298,832 | Retail Consumers |
| 3,557 | Sales Representatives |
ONE STEP FURTHER THAN EVEN STATISTICAL SIGNIFICANCE
After studying the academic research, it became clear to me that statistical significance or size of study would not be a sufficient standard. I found research on large base sizes that I just didn’t find convincing and studies using smaller samples that were convincing. To resolve this dilemma, I decided to review the data sources based on the more challenging legal standard of “truth beyond a reasonable doubt.” Specifically, I used the Web site www.lectlaw.com’s definition of it:
BEYOND A REASONABLE DOUBT: The level of certainty a juror must have to find a defendant guilty of a crime. A real doubt, based upon reason and common sense after careful and impartial consideration of all the evidence, or lack of evidence, in a case.
Proof beyond a reasonable doubt, therefore, is proof of such a convincing character that you would be willing to rely and act upon it without hesitation in the most important of your own affairs. However, it does not mean an absolute certainty.
For every piece of Scientific Advice offered in this book, I asked myself, “Is this advice of such a convincing character that I would be willing to rely and act upon it without hesitation in the most important of my own affairs?”
I realize that it’s always possible that new data may contradict what I’ve written. I look upon potential future contradictions with anticipation, not fear. I love to learn. I welcome the submission of additional data and/or arguments that contradict my findings.
WHAT YOU’LL ACTUALLY REALIZE FROM APPLYING THIS BOOK’S ADVICE
In truth, you will probably do better than double your odds of success, but I figured that you wouldn’t believe me if I told you. Studies of Eureka! Ranch clients (mega-brands and small businesses) indicate that through EXTREMELY DISCIPLINED application of the Scientific Advice on these pages, most clients move from 15 percent odds of success with their marketing message to 45 to 60 percent—in effect TRIPLING to QUADRUPLING their odds. How much improvement you realize depends on your DEDICATION to learning and your DISCIPLINE in applying the learning to your situation.
NO STATISTICAL KNOWLEDGE REQUIRED
I’ve translated all statistical terms into common English. The result is that even if you suffered from allergic reactions to high school math, you will easily grasp all advice on these pages.
The Technical Appendix provides specific details on my research sources. I realize that not everyone is as much of a data geek as I am. However, I strongly recommend that you read some of the technical references cited.
HINT: When you find yourself becoming DEFENSIVE—fighting or rejecting the advice I’ve articulated—you have a responsibility to yourself and your company to seek deeper understanding. With the Internet, accessing the academic articles is easy. If it’s a proprietary Eureka! Ranch study, e-mail me at [email protected], and I’ll provide more details.
THE ADVICE YOU REJECT OFFERS THE GREATEST OPPORTUNITY FOR HELPING YOU MEASURABLY IMPROVE YOUR MARKETING SUCCESS RATE!
IT’S SYSTEMS—THINKING SYSTEMS—THAT CAUSE MARKETING FAILURE
Dr. W. Edwards Deming is considered one of the “fathers” of modern management methods. His work on Total Quality has spawned 6-Sigma, Lean Engineering, and countless other variations. He was instrumental in helping Japan become a world economic power. If you’ve ever been in awe of the quality of a Japanese car, you’ve experienced Dr. Deming’s legacy.
I have a small personal connection to Dr. Deming that no doubt influences my opinions. The first company in the United States to work with Dr. Deming was Nashua Corporation, where my father was director of Central Engineering. At the time, I was a chemical engineering student at the University of Maine. I’ll never forget my father’s excitement as he spoke of Dr. Deming’s principles
