...And the Clients Went Wild: How Savvy Professionals Win All the Business They Want Review

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...And the Clients Went Wild: How Savvy Professionals Win All the Business They Want ReviewReading this book, I thought about writing an article about how to see past marketing jargon to the heart of the matter: how good the product is. No amount of Psych 101 or cookie cutter biz books can cover up a poor product or service. It's like people wearing too much makeup or even a toupee (maybe not in Chicago). I was assigned this book by my marketing unit and found a copy online. I was glad to arrive at the section on "Give Away Valuable Products or Services" and realize the author agrees with this approach (and cites Godin as an example. She is absolutely right. Nonetheless, a lot of space is devoted to empty boxes where the reader is encouraged to write her/his own notes. I found this strangely similar to notes some people leave in their pantry, warning themselves away from eating cookies, ice cream etc. Why do we do this? Do most of us really have such little self control? Is it because we feel bad about ourselves? Why not try learning the neurobiology of why cookies taste great to some people, how evolution favored different metabolisms, how farming drastically changed society? Why do we feel it's easier to put up little notes everywhere than to learn how stuff really works, and look at truth straight in the (oft times ugly) face?
For example, it's interesting that the book essentially serves as product placement for Kopp Consulting, yet the author herself is the presenter on an advertising video on Kopp's website. Kopp-flict of interest? Apparently not in this climate (this is what brought the big banks to the brink, not people taking out fourth mortgages to buy a bigger SUV and a new tea kettle). Why do business books insist on using trite phrases like "cold, hard cash" when those of us who handle cash know that it's usually not very cold, nor rigid, unless we're unfortunate enough to be scratching pennies out of an icy sidewalk, or fortunate enough to be caressing gold bullion on a Ruijssenaars bed (disclaimer- regretfully I do not own such furniture, nor am I receiving remuneration for the name dropping).
Another interesting correlation comes from the reviews here so far, if we take time to analyze them. There are 5 reviews so far, and all give this book 5 stars. Fair enough, clearly they've gone wild. However, all but one are brand new reviewers who don't have any other reviews. The first three went live the same day (Sept 14, the day this book was apparently published) and each one of these "early adopters" has exactly 6/6 users voting it helpful. This is a common pattern for "friends-and-family" type endorsements, or even more nefariously "Indian-reviewers-for-hire" types (in this case though, I genuinely think it's the former, and I'm sure they meant well). It would be interesting to have a chapter on how to see through these sort of distortion effects when it comes to social marketing.
This book may have use as a review of marketing basics (eg focus on benefits not features, do something original), but it's not very educational for winning business by gaining insights into global marketing trends, tribal human behavior or technical aspects of consulting. Know yourself, know your products, know your customers is probably the best advice....And the Clients Went Wild: How Savvy Professionals Win All the Business They Want OverviewCombine social media with traditional marketing techniques for breakthrough results!
While social media is doing much to change the marketing landscape, it doesn't mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods-traditional, online, or both-to win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth, public relations, or personal sales skill, the goal is to win, right?
Find real-life examples of success from some of today's best businesses
Shows how to integrate and benefit from both traditional and new marketing methods
Uses the proven business growth strategy Red Zone Marketing® as a central concept
Author has proven the concepts successful in her work for numerous major clients

Don't throw out tried and true marketing techniques just for the sake of the new. Do what works! Perfect your marketing mix and win with And the Clients Went Wild!

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