the making of personality not included

73
Personality Matters The True Story Behind Writing An Actually Useful Marketing Book

Upload: rohit-bhargava

Post on 19-Aug-2014

36.597 views

Category:

Technology


24 download

DESCRIPTION

The inside story behind Personality Not Included, the award winning new marketing book on using your personality to be more authentic through social media tools, blogs and a culture change that helps make your business one that your customers love and your employees feel loyal towards.

TRANSCRIPT

Page 1: The Making Of Personality Not Included

PersonalityMatters

The True Story Behind Writing An Actually Useful Marketing Book

Page 2: The Making Of Personality Not Included

This is me. This is one of those

Cirque du Soleil

guys (not me).

Page 3: The Making Of Personality Not Included

I work at a marketing

agency called Ogilvy. We have

trendy chairs.

Page 4: The Making Of Personality Not Included

My day job is helping clients to stand out in a crowded space.

Page 5: The Making Of Personality Not Included

This is the story of my book.

Page 6: The Making Of Personality Not Included

It is about why your business needs a personality.

Page 7: The Making Of Personality Not Included

It isalso why people love usingthis.

Page 8: The Making Of Personality Not Included

Or shopping

here.http://www.flickr.com/photos/littlerottenrobin/2892647257/

Page 9: The Making Of Personality Not Included

It’s why they spend $800 onone of these.

Page 10: The Making Of Personality Not Included

And what makes people (and ducks) who work here …

http://www.flickr.com/photos/yodelanecdotal/1449868160/

Page 11: The Making Of Personality Not Included

Much happier than people

who work here.

Page 12: The Making Of Personality Not Included

Personality is the real secret to succeeding in the new business world.

Page 13: The Making Of Personality Not Included

To understand why, let’s look at the

3 Big Mythsof marketing today.

Page 14: The Making Of Personality Not Included

Your Bottom Line

Is About Selling.

#1

Page 15: The Making Of Personality Not Included

False! Anyone can

sell anything … in the

short term.

Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000

Page 16: The Making Of Personality Not Included

The real challenge is to sell something people can’t help

talking about.

The “legendary notebook of Picasso and Hemingway” …

Page 17: The Making Of Personality Not Included

People ignore marketing messages#2

Page 18: The Making Of Personality Not Included

They only ignore irrelevant messages you arerandomlyfiring atthem.

Wrong!

Page 19: The Making Of Personality Not Included

But they love useful marketing that answers a question or offers asolution.

Page 20: The Making Of Personality Not Included

Having something

great to sell …

#3

is all that matters.

Page 21: The Making Of Personality Not Included

Having something

great to sell …

… is only half of your battle!

#3

Page 22: The Making Of Personality Not Included

is only the first step.

A great product …

Page 23: The Making Of Personality Not Included

Consumers want

P.S. - Flowers are authentic.

Authenticity

Page 24: The Making Of Personality Not Included

And they have the power to demand it.

Page 25: The Making Of Personality Not Included

Being faceless doesn’t work … anymore.

Page 26: The Making Of Personality Not Included

Unfortunately, most companies arefaceless because they hide their personality.

Is this you?

Page 27: The Making Of Personality Not Included

For example, many create an “Employee Silencing Policy”to intentionally keep theirbest voicessilent.

Page 28: The Making Of Personality Not Included

Or focus too much on how people should use a logo …

This is what typical brand guidelines look like.

Page 29: The Making Of Personality Not Included

Instead of letting others

“own” your brand and

inspiring them to believe in it

(something Obama knew).

Page 30: The Making Of Personality Not Included

Doing this takes more than

a great logo, or a shiny new

blog, or a viral video or having

a Facebookgroup.

Page 31: The Making Of Personality Not Included

Those are not the answer, they’re just

tools.

Page 32: The Making Of Personality Not Included

Personality is the answer.But seriously, what’s up with the chickens?

Page 33: The Making Of Personality Not Included

Well, it all started in March 2007 at South By Southwest.

Page 34: The Making Of Personality Not Included

And I met this guy

(no, we didn’t fight).

Page 35: The Making Of Personality Not Included

He told me about his

book.

I told him about my idea.

Page 36: The Making Of Personality Not Included

The next week, he

introduced me to Steve,

his literary agent.

Page 37: The Making Of Personality Not Included

I pitched Steve with one slide.

Page 38: The Making Of Personality Not Included

Together we pitched it to a few publishers …

A monthlater one of them bought it.

Page 39: The Making Of Personality Not Included

The next day I spent $1500 on books

for research.

Page 40: The Making Of Personality Not Included

And worked on positioning.

Marketing & Business Books

Blogging & Social Media

Books

MyBookGoesHere

Page 41: The Making Of Personality Not Included

Personality is the unique, authentic, and talkable

soul of your brand that people can get passionate

about. ”

(pûr'sə-nāl'ĭ-tē)

I wrote a definition for it:

Page 42: The Making Of Personality Not Included

Created a visualization …

and chose a title for the book:

Personality

Not Included

Page 43: The Making Of Personality Not Included

iBut why is personality not included?

* Batteries not included

*It’s like batteries. They

aren’t included, but you still need them.

Personality in your business is the

same thing.

Page 44: The Making Of Personality Not Included

So what makes this book different?

2 things … It’s

Entertaining + Useful

Page 45: The Making Of Personality Not Included

Entertaining because there are over 100 real life examples:

Page 46: The Making Of Personality Not Included

Like the story of the world’s best restaurant on the coast of Spain, which is revered despite being closed 6 months out of the year.

Page 47: The Making Of Personality Not Included

Or the tale of a small shop owner in Austin who decided to

open his own museum.

Page 48: The Making Of Personality Not Included

Or how anairline is redefining the US domestic flight experience.

Page 49: The Making Of Personality Not Included

And how the death of Superman killed the comic book industry.

Page 50: The Making Of Personality Not Included

Togetherthese examples

tell the story of why personality matters.

Page 51: The Making Of Personality Not Included

And they do it briefly … in just 6 chapters.

The rest of thebook showsyou how to actually put personality to work inyour business.

Page 52: The Making Of Personality Not Included

Every story in Part I is linked to an action guide in Part II.

Page 53: The Making Of Personality Not Included

And Part II starts with a 60 word summary of the whole book (so you can skip Part I if you’re tight on time):

Page

Page 54: The Making Of Personality Not Included

There are “tabs” so you can easily go from a chapter to an action guide.

Page 55: The Making Of Personality Not Included

The point is, this is not a book that will gather dust on your bookshelf.

Page 56: The Making Of Personality Not Included

So by November of 2007, the book was nearly finished ...

Page 57: The Making Of Personality Not Included

And then my wife and I had a baby.

Page 58: The Making Of Personality Not Included

So I started multitasking.

Page 59: The Making Of Personality Not Included

And taking lots of breaks.

Page 60: The Making Of Personality Not Included

Over the next month, I worked with the team from McGraw-Hill ...

Marketing Editor Marketing

Page 61: The Making Of Personality Not Included

Edited lots of drafts.

Page 62: The Making Of Personality Not Included

And rejected lots of cover designs

(and subtitles, in case you’re paying attention).

Page 63: The Making Of Personality Not Included

In December of 2007, the final manuscriptwas delivered.

Page 64: The Making Of Personality Not Included

We finalized the cover design.

+ =

Page 65: The Making Of Personality Not Included

Me: Will you do the foreword?Guy: Nope, I stopped doing those.Me: Will you just read the intro,

pretty please?Guy: Ok, if you stop emailing me.(Two weeks later)Guy: When do you need it?Me: Take as long as you want!Guy: Ok, I can do it.

And I emailed Guy Kawasaki.

Page 66: The Making Of Personality Not Included

Then we changedthe cover.

Add Guy’s name because people have heard of him.

Add crazy chicken because everyone knows thatsunglasses = personality.

Page 67: The Making Of Personality Not Included

In May of 2008 – PNI was published.

Page 68: The Making Of Personality Not Included

The launch party was in San Francisco.

That’s a “rohito”(a Raspberry Mojito).

Mmm, tasty!That’s Erin, “Queen Diva”

from Personality Hotels.

Page 69: The Making Of Personality Not Included

I hosted events to spread the word ...

Page 70: The Making Of Personality Not Included

#1 in Global Marketing on Amazon.com

Selected as Best Business Book

for Aug 2008 by Soundview

Positively reviewed on hundreds of sites online

5 Translated versions by early 2009

Available in45 countries

globally

And started getting results.

Page 71: The Making Of Personality Not Included

Most importantly, I started hearing from businesses of all sizes who are already using the book’s ideas …

Page 72: The Making Of Personality Not Included

What have they all discovered?

Personality Matters.

Page 73: The Making Of Personality Not Included

Are you readyto see whatpersonalitycould do foryour business?

Download An Exclusive Sample Chapter:www.personalitynotincluded.com/excerpt