why you should read "personality not included"

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Why Your Brand Needs A Personality A Visual Introduction To An Actually Useful Marketing Book www.readpni.com

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A visual introduction to Personality Not Included, the award winning new marketing book for entrepreneurs, marketers and small business owners on being more authentic, using social media and blogs, and how to stand out from your competition.

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Page 1: Why You Should Read "Personality Not Included"

Why YourBrand NeedsA Personality

A Visual Introduction To An Actually Useful

Marketing Book

www.readpni.com

Page 2: Why You Should Read "Personality Not Included"

This is me. This is one of those

Cirque du Soleil

guys (not me).

Page 3: Why You Should Read "Personality Not Included"

I work at a marketing

agency called Ogilvy. We have

trendy chairs.

Page 4: Why You Should Read "Personality Not Included"

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

Page 5: Why You Should Read "Personality Not Included"

This is the story of my book.

Page 6: Why You Should Read "Personality Not Included"

It is about why your business needs a personality.

Page 7: Why You Should Read "Personality Not Included"

It isalso why people love usingthis.

Page 8: Why You Should Read "Personality Not Included"

Or shopping

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

Page 9: Why You Should Read "Personality Not Included"

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

Page 10: Why You Should Read "Personality Not Included"

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

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

Page 11: Why You Should Read "Personality Not Included"

Much happier than people

who work here.

Page 12: Why You Should Read "Personality Not Included"

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

Page 13: Why You Should Read "Personality Not Included"

To understand why, let’s look at the

3 Big Mythsof marketing today.

Page 14: Why You Should Read "Personality Not Included"

Your Bottom Line

Is About Selling.

#1

Page 15: Why You Should Read "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: Why You Should Read "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: Why You Should Read "Personality Not Included"

People ignore marketing messages#2

Page 18: Why You Should Read "Personality Not Included"

They only ignore irrelevant messages you arerandomlyfiring atthem.

Wrong!

Page 19: Why You Should Read "Personality Not Included"

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

Page 20: Why You Should Read "Personality Not Included"

Having something

great to sell …

#3

is all that matters.

Page 21: Why You Should Read "Personality Not Included"

Having something

great to sell …

… is only half of your battle!

#3

Page 22: Why You Should Read "Personality Not Included"

is only the first step.

A great product …

Page 23: Why You Should Read "Personality Not Included"

Consumers want

P.S. - Flowers are authentic.

Authenticity

Page 24: Why You Should Read "Personality Not Included"

And they have the power to demand it.

Page 25: Why You Should Read "Personality Not Included"

Being faceless doesn’t work … anymore.

Page 26: Why You Should Read "Personality Not Included"

Unfortunately, most companies arefaceless because they hide their personality.

Is this you?

Page 27: Why You Should Read "Personality Not Included"

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

Page 28: Why You Should Read "Personality Not Included"

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

This is what typical brand guidelines look like.

Page 29: Why You Should Read "Personality Not Included"

Instead of letting others

“own” your brand and

inspiring them to believe in it

(something Obama knew).

Page 30: Why You Should Read "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: Why You Should Read "Personality Not Included"

Those are not the answer, they’re just

tools.

Page 32: Why You Should Read "Personality Not Included"

Personality is the answer.Want to know how your brand can get one?

Page 33: Why You Should Read "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)

First, you’ll need a definition …

Page 34: Why You Should Read "Personality Not Included"

So how do you use

yours?

There are sixsteps.

Page 35: Why You Should Read "Personality Not Included"

Help your employees

be individualsinstead of

faceless people.

#1

Page 36: Why You Should Read "Personality Not Included"

Embrace your accidental

spokespeople.

That’s Jared from Subway.

#2

Page 37: Why You Should Read "Personality Not Included"

Use the “UAT” Filter

Is it Unique?

Is it Authentic?

Is it Talkable?

Personality

#3

Page 38: Why You Should Read "Personality Not Included"

Craft a backstory

people can believe.

#4

Page 39: Why You Should Read "Personality Not Included"

Conquer the4 fear-based barriers to personality.

1. Success – ”What we’re doing is already working.”

2. Uncertainty – ”We don’t know what will happen.”

3. Tradition – ”We have always done it this way.”

4. Precedent – ”No one else is doing it that way.”

#5

Page 40: Why You Should Read "Personality Not Included"

Use your personality moments.#6

This bank has its own caféto connect with theircustomers.

Page 41: Why You Should Read "Personality Not Included"

Those six steps are explainedin the firstsix chaptersof the book.

Then comes Part II…

Page 42: Why You Should Read "Personality Not Included"

Part II has action guides to help you implement every idea from Part I.

Page 43: Why You Should Read "Personality Not Included"

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

Page 44: Why You Should Read "Personality Not Included"

When you put it all together, what makes this book

differentis that it’s

Entertaining + Useful

Page 45: Why You Should Read "Personality Not Included"

Entertaining because there are over 100 real life examples:

Page 46: Why You Should Read "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: Why You Should Read "Personality Not Included"

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

open his own museum.

Page 48: Why You Should Read "Personality Not Included"

Or how anairline is redefining the US domestic flight experience.

Page 49: Why You Should Read "Personality Not Included"

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

Page 50: Why You Should Read "Personality Not Included"

These examples(and dozens more)

tell the story of why personality matters.

Page 51: Why You Should Read "Personality Not Included"

And it is useful because you can read it quickly and put the ideas to work for

your business.

Read Page

To Find Out

How

Page 52: Why You Should Read "Personality Not Included"

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

Page 53: Why You Should Read "Personality Not Included"

Besides me, lots of others will also tell you this book is worth your time …

Selected from 1500 entries as 1 of theBest Business Books Of 2008.

“A must-read social business book.”

And hundreds more positive reviews from around the world …

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There are also a few translated versions available …

COMING 2009:

SpanishRussian

ThaiPolish

Chinese Taiwanese

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Most importantly, businesses of all sizes are actively using personality …

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What have they all discovered?

Personality Matters.

Page 57: Why You Should Read "Personality Not Included"

Are you readyto see whatpersonalitycould do foryour business?

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