Meaningful Marketing: 100 Data-proven Truths and 402 Practical Ideas For Selling More With Less Effort
by Doug Hall and Jeffrey Stamp
Published by Published by Emmis Books
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Reviewed by Bob Pike, CSP, CPAE Speakers Hall of Fame
Chairman/CEO - The Bob Pike Group, Founder/Editor of The CTT Newsletter
Doug Hall is the co-founder of Eureka! Ranch, a think tank that has produced more successful marketing campaigns than almost any other in recent memory. This book builds on the experiences that Doug has had with helping clients develop both products and marketing campaigns that truly enrich the reader. Meaningful Marketing draws comparisons and contrasts between Meaningful Marketing and Mindless Marketing. Hall and his co-author Jeffrey Stamp not only grab us with data, they grab us emotionally. For example, based on the results of 901 new products at the end of five years, those with a Meaningful Marketing approach had a 53% survival rate (still available and profitable). Those with a Mindless Marketing approach had a 24% survival rate—almost a 100% difference. And the point is, we can all choose between approaches.
This book says that you can take the moral high road, tell the truth about your products and services, charge a premium because they solve problems, add value, and make a difference—and sleep like a baby at night! I like that.
In this unique two-page format, a data-proven point is made on the left-hand page, and then on the right-hand page are 3 to 5 practical applications of how to make it work. This book belongs on the shelf of anyone with any responsibility at all for either sales or marketing.