- Hardcover: 224 pages
- Publisher: Perigee (TRD); 1 edition (Sep 5 2006)
- Language: English
- ISBN-10: 0399532765
- ISBN-13: 978-0399532764
- Product Dimensions: 21 x 14.4 x 2.6 cm
- Shipping Weight: 381 g
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: #290,140 in Books (See Top 100 in Books)
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Product Details |
Product Description
Book Description
Why do some ideas break out and others fade away? What causes people to become so excited about a product that they can?t wait to tell their friends? How can an idea be communicated so that it catches fire in people?s imaginations?
Popular author, consultant, and workshop leader Sam Horn identifies what makes an idea, message, or product break out, and presents a simple and proven process?POP! (Purposeful, Original, Pithy)?to create one-of-a-kind ideas, products, and messages that pop through the noise, off the shelf, and into consumers? imaginations.
--This text refers to the
Paperback
edition.
Popular author, consultant, and workshop leader Sam Horn identifies what makes an idea, message, or product break out, and presents a simple and proven process?POP! (Purposeful, Original, Pithy)?to create one-of-a-kind ideas, products, and messages that pop through the noise, off the shelf, and into consumers? imaginations.
Inside This Book
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars
How to stand out from the crowd,
By
This review is from: Pop (Hardcover)
One of the greatest -- and most important -- tasks a business faces is to differentiate itself from its competitors. Doing so gives that business an enormous marketing advantage and in many cases allows it to charge premium prices by avoiding the trap of commoditization.But how to do that? A book by Sam Horn, POP! Stand Out In Any Crowd, will be an enormous help, mainly because it's packed with useful 'how to' information on top of the usual theory. It goes like this. A business should own a concept that is Purposeful, Original and Pithy (POP -- geddit?), says Horn. If you follow those rules, you'll have a greater chance of creating an idea that catches on. (And when something catches on, it can spread like wildfire.) So far so good. The real value in the book comes in the subsequent chapters which show you how to play with words and concepts to create an idea that POPs. First, Horn asks us to think deeply about our business. What problems does it try to solve? Who is its target audience? What is it offering? From this, you develop a list of core words which you then go on to use with various techniques through which to develop your concept. From here on, it's word games. Fun word games, at that. Here's an example, the Alphabetizing Technique. Horn tells us to take one of our core words and "talk" it through the alphabet, changing the first syllable to match the corresponding letter. For example, what do you call it when a teenager has a haughty attitude -- Bratitude. Or a plane trip that takes you as a tourist over beautiful scenery -- Flightseeing. (I saw a book published in the UK last month called Affluenza -- about the psychological problems being increasingly faced in modern, affluent societies.) Here's another one - the Rearrange Cliche Technique. Use an online cliche dictionary (there are a few of them, apparently) and enter in your core words. If any of the answers are intriguing, profound, funny ...write then down. Then, replace or riff off the key words in that cliche. Switch the key nouns or verbs to make a play of words. Horn gives the example of the time she was a guest on a Toronto TV talk show the same day that songbird Shania Twain (she's from Canada) was visiting. But her visit was canceled due to an unexpected storm. The headline in the paper the next morning described the thousands of disappointed fans who didn't get to see their hometown hero: Never Shall Meet the Twain. As a former headline writer, I think this is all jolly good fun. But more important than that, jolly useful too.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
4.9 out of 5 stars (56 customer reviews) 18 of 18 people found the following review helpful
5.0 out of 5 stars
A Book to Use,
By Walter H. Bock "Wally Bock - Author, Blogger,... - Published on Amazon.com
This review is from: Pop (Hardcover)
This is a book to use, not a book to read.Sam Horn tells you early on that the book has two purposes. It will help you quickly capture interest and it will help you "break out, not blend in." But that will happen only if you pick a project or idea and then apply the suggestions in the book to improving it and creating a message with POP. POP stands for Purposeful, Original and Pithy. The book is organized around those three standards. First comes Purposeful. To help you boil your idea down to its essence the author asks you to answer the 9W questions about it. Answering those questions give you a foundation to build on. In fact, you'll find yourself going back to those nine questions and your answers time and again. You'll probably change some of your answers. That's a very good thing. The second, and largest main section helps you make your communication Original. The ideas here will help you turn your idea around so you can see it from the others side and massage it into different forms. You'll learn about the power of alliteration, doing your own take on common sayings, advertising slogans and pop culture phrases. The third section has ideas for helping you be Pithy. The Merriam-Webster dictionary defines "pithy" as: "having substance and point - tersely cogent." If it's short and carries a big message, it's pithy. This was the most helpful section for me. You'll learn how to use alliteration, rhythm and rhyme to make your statement more powerful and more memorable. I've seen all this before, but never in a single place. The book closes with "Seven Secrets to Keep Their Interest Once You've Got It." This seems to me like a bunch of good ideas that were too good to leave out, but didn't fit anywhere else. I got incredible value by working through the exercises as I went. As advertised, they helped me craft a POP statement. More importantly, for me, this was a powerful exercise in understanding my business offering and what is unique about it. I recommend this book to you if you want to craft POP statements that present you or your business or idea to others. I also recommend it if you want exercises that will help you think creatively about what you do. I've been a professional speaker and writer now for over a quarter century. I found help and ideas here that will help me tell my story and the story of my business more effectively. So will you. 20 of 21 people found the following review helpful
5.0 out of 5 stars
Delightfully delicious,
By Erik Eisel - Published on Amazon.com
This review is from: Pop (Hardcover)
Getting ready for a trip and looking for a light, fun read, I picked up Sam's book off of the B&N table. What a delightful book this is! Sam has much to say about branding, marketing and selling "You." Whether she believes that the people we're selling to don't have much time, or they don't have a long attention span, I don't know. But, she emphasizes the first impression, the first 30 seconds of a conversation, the first "hook." So, her book is a cornucupia of tips and tricks to "hook" them before you say "hello." I will recommend this book to my "Toastmasters" group, where a lot of great speeches are given, but not much thought is given to creative titles or creative intros. If you give speeches, write short articles or write a blog, get this book immediately.
18 of 20 people found the following review helpful
5.0 out of 5 stars
THIS IS AN ABSOLUTE MUST BUY BOOK!,
By Ev Nucci - Published on Amazon.com
This review is from: Pop (Hardcover)
Most business books promise the reader millions in new found wealth and fail to deliver even a crusty cold pizza.Horn, on the other hand, has given the world a refreshingly brilliant book in POP without one platitude. Horn teaches you how to BRAND. How to stand out from the crowd in every way....how to be unique in your industry, your profession and your message. She educates you. Talent is not enough in today's competitive environment. And she is right. How many talented people do you know? As Horn says in her book, "We are one of many." So she edifies ways to stand out from the crowd...concepts you would never think of that are BRILLIANT. At least I never thought of them before. She spends time on how to craft unique slogans, capture conversational catch phrases, how to be relevant. Think about all the information available to us today. With our busy lives what information do we actually remember? What was it about Freakanomics or Jerry Maquire that kept people talking? Horn teaches you to employ the techniques from both---and in the process how you can go from ordinary to EXTRAORDINARY. If this book was $250.00 it would be a steal. Horn is a brilliant sage. A master at knowing what it takes to succeed in today's global competitive marketplace! |
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