2010 Q3-4 Book Review
Marketing without Advertising
By Michael Phillips and Salli Raspberry
A new book written by Michael Phillips and Salli Raspberry entitled “Marketing without Advertising” provides valuable lessons on how to ensure the success of your business by inspiring customers to rave about it.
The book’s basic premise is that promoting personal recommendation is a superior, yet often overlooked, strategy to attract and keep customers. The authors contend that advertising, which they define as “broadcasting your message to many uninterested members of the public,” doesn’t work. Its expense often does not compensate for the results; and the customers that are lured by advertisements are often not loyal.
Instead, Phillips and Raspberry argue that a crucial element in any good marketing plan is based on customer trust. Personal recommendations are what works, and not advertising. Other people’s recommendation is a very powerful factor that could improve the profitability of your business. Plus, they are more cost-effective than advertising as the customer who is referred comes to you at a lower cost.
The authors recommend 10 steps to help you develop successful, low-cost marketing plan that is not based on advertising:
Book Review by Power HomeBiz