Make me not me - Product stories as sales driver and identity builder

180 kr
Nerladdningsbar ljudbok
Artikelnummer 9789198573565-300
Skickas omgående
Författare
Ingemar Fredriksson
Uppläsare
Richard Kemp
Utgivningsdatum
2020-11-25
Förlag
Procentförlaget
Smakprov
Länk
Format:
  • Korta MP3-filer
  • En MP3-fil
  • Strömmande flash
Do we really need more consumer ‘stuff’? While most everyone will answer ‘No,’ we still see thousands of new products and services launched every day.These compete for our attention with already inundated markets filled with existing products – in the midst of the most intense information flows in history.Traditional adverts are not a cost-effective solution and like much more.So how can you successfully catch consumers’ interest?This book provides the answer. It’s all about adapting to the demands of entertainment – which means product stories that are simultaneously sales driving and identity building.The book presents volumes of examples – including how one of the most wide-spread breakfast cereals was originally developed as a way to counteract masturbation. It also fully explains concepts like Business mindfulness, the ‘Happy Valley phenomenon,’ and ‘Copperfield rhetoric.’ Moreover, you read about how a single word is used to encourage consumers to buy eggs from chickens that are less healthy and how consumers were led to pay 12 times more for their bowl of oatmeal porridge. Before concluding, the book provides a simple model for how to build quality product stories using four cornerstones, five elements that sell stories, and the ‘ICE’ you need.
Ingemar Fredriksson has over 40 years’ experience in business development and marketing while holding senior management positions in many Swedish and international companies. His previous books have all reached best-seller listings, several for many years, having received many positive reviews and wide media attention.