Product Description

Doug Hall shares data-proven methods that can make sales, marketing, and business development measurably more effective.

Product Details

• Amazon Sales Rank: #209023 in Books
• Published on: 2005-04-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 340 pages

Features

• ISBN13: 9781578601790
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
• Click here to view our Condition Guide and Shipping Prices

Review
Jump Start Your Business Brain is the first piece of TRUE, fact-based marketing wisdom since David Ogilvy. -- John Ruffley, Director of Marketing, M&M/Mars

Listen, learn and take action NOW! -- Guy Kawasaki, CEO, Garage Technology Ventures and author of Rich Dad, Poor Dad .

The author's passion for turning dreams of success into reality is evident on every pageand quite contagious. -- Successful Meetings Magazine

Customer Reviews

Why Marketing Ideas Work
Doug Hall has distilled a lifetime of marketing research into this one book with the essentials on what a successful marketing campaign should contain. He does this with a dynamic use of statistics to supports his points and ancedotal evidence from his experiences in the helping businesses.

Designed for the individual that must build and manage the marketing program of his or her company, this book has ramifications that impact all levels of the hierarchy. It does so by reminding the reader that the business exists to serve a fundamental need of the client - and everybody must understand and be able to articulate what valuable purpose they serve.

Developed in two sections, Hall expands on how to generate better (more effective) marketing messages in the first and how to generate new ideas in the second. From the first pages, it is clear that this is a serious book of applied research. Jump Start Your Business Brain doesn't want you to win advertising awards; the best award is making more money with less, but better informed, effort.

The sections include small exercises to illustrate your current position and define your strengths and weaknesses. The clarity of the writing reatly assists in the process. Doug Hall doesn't leave you guessing about the application of his principles. He is very explicit in his statements and backs it with evidence. This isn't a "How-to" book, though; it's a "Why-to". As becomes clear as you read, when you develop the "Why-to", the "how-to" becomes apparent. After that, it's follow through.

The highest praise I can offer it is that I have used the principles to redesign my campaigns. I know my messages and more importantly, my clients now know my message.

My increased sales are a testament to Doug Hall's applied research.

Good Advice From an Experienced Author
Doug Hall's book is practical, but powerful advice. If your business could benefit from reaching more customers, more effectively-- read it!

The book contains short exercises that you can do with your company's product offerings, showing you how effective your external and internal communication strategies really are.

If you've never heard the terms "Overt Benefit", "Reason to Believe" and "Dramatic Difference" you're leaving business (and money) on the table.

I Highly recommend this book for leaders in all areas of the company!

My Favorite Creative Process & Positioning Book
Doug Hall's fist book, Jumpstart Your Brain, was a wild exploration of creativity techniques. Jumpstart Your Business Brain revealed that there was method to the madness. Hall used his sessions at Eureka Ranch to test hypotheses about creative process. This book presents the resulting theory. In short, Hall found that creativity is the result of:

1. High Stimuli Environments
2. Diverse People Collaborating
3. Lack of Fear

As a professional marketer and sometimes brainstorming facilitator, this makes perfect sense to me. As an added bonus, Hall did research on what I call positioning, and he found out that successful products have the following three characteristics:

1. An Overt Benefit (specific, obvious & direct)
2. Real Reasons to Believe
3. Dramatic Differences from Competing Products

He also has a nice model for evaluating ideas:

1. Is the target AUDIENCE, target OCCASION or target PROBLEM absolutely clear?
2. Is the point of difference FOCUSED 7 EASY TO UNDERSTAND?
3. Is the dramatic difference BIG NEWS?
4. Does the benefit deliver major customer HORSEPOWER?
5. Is the BENEFIT ADVANTAGE VS. COMPETITION much greater than the cost advantage?

This book is by far my favorite book on creative process, and one of my favorite books on positioning. Here are some other innovation and creativity books I've enjoyed reading:

The Innovator's Dilemma: The Revolutionary Book that Will Change the Way You Do Business (Collins Business Essentials)
Edison: A Biography
What a Great Idea! 2.0: Unlocking Your Creativity in Business and in LifeThe Art of Innovation: Lessons in Creativity from IDEO, America's Leading Design FirmHare Brain, Tortoise Mind: How Intelligence Increases When You Think Less
The Creative Priority : Putting Innovation to Work in Your Business