- Hardcover: 295 pages
- Publisher: Executive Excellence Pub (Jan 30 2005)
- Language: English
- ISBN-10: 1930771045
- ISBN-13: 978-1930771048
- Product Dimensions: 23.1 x 15.7 x 2.8 cm
- Shipping Weight: 658 g
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: #52,759 in Books (See Top 100 in Books)
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Inside This Book
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First Sentence
When I started my career as a marketing consultant in 1994, I was full of big ideas and impossible dreams. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
When I started my career as a marketing consultant in 1994, I was full of big ideas and impossible dreams. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5.0 out of 5 stars
It will change how you market your business,
By
This review is from: Monopolize Your Marketplace: Separate Your Business From The Competition Then Eliminate Them (Hardcover)
I was first introduced to the audio version of this material. It was good and I highly recommend it. As a person who loves to read I enjoy and got a lot more use out of the book. Monopolize your Marketplace shares a simple and effective marketing equation. I now use it throughout my direct mail letters and advertisements. I have even incorporated the marketing formula into web copy and email marketing. If you struggle at all with creating effective marketing pieces, then you'll want to get and devour your copy of this book.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
3.5 out of 5 stars (13 customer reviews) 8 of 10 people found the following review helpful
5.0 out of 5 stars
From someone with no agenda,
By claude whitacre "Claude Whitacre - Author" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: Monopolize Your Marketplace: Separate Your Business From The Competition Then Eliminate Them (Hardcover)
I can only guess that the initial reviews are from former disgruntled employees or associates. The only negative I could find was the lack of examples. There were several, but the examples had a "hand picked" quality to them. Now for the good stuff.Harshaw's explanation about why advertising has changed over the last 50 years is absolutely spot on. His explanation as to why advertisers go for slogans and jingles is lucid and well written. His "Marketing Equation" is a clever twist on the A.I.D.A (attention interest desire action) formula. But it is so well put together that it reads as a new idea. Assume this book is $25. For that price you get several proven ad examples that can be used as templates, a complete method to create profitable headlines, a complete system for writing ads that will keep you from wasting money in unprofitable advertising, and a damn good read. For most advertisers, this book is a brisk slap in the face that will wake them up to what marketing IS. The only point I may dis-agree with is his method of advertising that pulls in everyone despite where they are in a buying cycle. On the surface this seem like THE way. But if you direct your advertising to the customers who are almost ready to buy, you will get slightly lower results at a much lower cost. His method is more useful for direct mail than for retail. He concentrates on lead generation to build a list that will buy with several contacts. This is very useful for direct mail offers, lead generation for a sales force, or a high end retail store. Where the "these methods won't work" reviews come from, I don't know. I've been using almost exactly the same copywriting methods for several years in my retail business with phenomenal success. My strong suspicion is that the people who say these methods don't work, have never tried them. Added 01/13/10 I would also recommend The Unfair Advantage Small Business Advertising Manual Subtitled; How to use Newspaper, Direct Mail, Radio, Cable TV, Yellow Pages, and other advertising ... profits in your retail or service business. This covers advertising from a different angle. 14 of 21 people found the following review helpful
5.0 out of 5 stars
This Toolbox is Stuffed Full to the Lid,
By Benjamin Devey "LearningLove.com" - Published on Amazon.com
This review is from: Monopolize Your Marketplace: Separate Your Business From The Competition Then Eliminate Them (Hardcover)
I've always felt advertising and marketing fail for the most part, out of lack of consideration of the customer. According to Rich Harshaw, that's only half of the failure. It's vital to understand both the inside reality and accurately convey it so that customer's outside perception not only matches, but he comes to the unmistakable conclusion that you're the most logical choice to handle his business.Although I find most of the principles groundbreaking, I see the templates as useful tools. Not necessarily as guidelines handed down from God. It's useful to use the ideas along with proven advertising principles. The main thing is keeping your target audience in mind. MYM has groundbreaking principles to differentiate your brand, but it doesn't stop there. this meaty book is full of nuts & bolts, practical tools, templates, hopper and lead generation systems.... It's actually so full of ideas that anyone wanting to monopolize their marketplace would be an absolute fool to go looking anywhere else for this advertising and marketing toolbox. 12 of 18 people found the following review helpful
1.0 out of 5 stars
Do not waste your money or your time on this book or system,
By MYM is Useless "Former MCA" - Published on Amazon.com
This review is from: Monopolize Your Marketplace: Separate Your Business From The Competition Then Eliminate Them (Hardcover)
Monopolize Your Marketplace is about as close to a scam as is possible without crossing the boundary. If I could give this book and system a zero rating, I would. This company has morphed into a variety of different guises over time, staying almost one step ahead of the law and/or bankruptcy. However, they were successfully prosecuted by the FCC and lost. They have filed for bankruptcy. Don't be fooled by the slick language in their ads. It is not effective.
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