Marketing Outrageously Redux: How to Increase Your Revenue by Staggering Amounts Review

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Marketing Outrageously Redux: How to Increase Your Revenue by Staggering Amounts ReviewThe author, Jon Spoelstra, is a hired gun marketing consultant who goes in and turns around companies with severe lack of revenues. Most of them are sports teams. So, we could think of him as a serial-turnaround artist. For this reason, you should read the book to see his techniques in action.
This is his second book. The other is "Ice To The Eskimos". This book is very similar to the first book. I consider this second book an update to the previous one. Both are highly recommended. In some ways I thought the first book had more meat. This second book is easier to read.
The author has about 20 major points that he makes in both books. One such point is to think outrageously when working on your marketing ideas and programs. He gives lots of stories and anecdotes to help you in this regard.
Another point by the author is the use of direct marketing over indirect marketing. He recommends that you let the customer tell you when to stop running the ad based on the returns that it generates. He gives lots of examples. His recommendations regarding TV ads follows the recommendations of Roy Williams, who wrote "Wizard of Ads" by the same publisher. In TV he recommends that you dominate a niche, or segment.
On one hand he believes in accepting the product as a given. Many sales and marketing people blame poor sales results on the product, just as a failed warrior is quick to blame his weapons. He believes most of the problems are caused by lack of creativity and action. But on the other hand, the author guides you on how to change your product offering. One technique is to understand what business you are really in. He gives you some checklists and examples on how to do this.
The author is totally revenue focused. He foresakes short term profitability to build revenues so he can pick up profitablity on subsequent purchases.
The hallmark of this second book is a call to action to write two important questions on a 3x5 card... and carry it around with you. To find out those questions you'll need to buy and read the book.
After reading this book you should have several important things to change for your business. So it is highly recommended. I would have given this book a "4" but because he made the case so convincingly that the CEO and chief marketing guy should make frequent sales calls... that I had to bump the score up to a "5". Read the book to find out why.
I think there are better 5's out there, but this one will pay you dividends if you apply some of his recommendations. He is a player with real experience.
John DunbarMarketing Outrageously Redux: How to Increase Your Revenue by Staggering Amounts Overview

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