The Power of Unpopular

ISBN-13: 9781118134665 / Angielski / Twarda / 2012 / 224 str.

Erika Napoletano

Opis

Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you'll discover the difference between flash-in-the-pan brand tactics and those designed to place you miles above the competition.

• Brand Personality: What's yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality.
• Community: It's the number one thing that unpopular brands have figured out--learn how to build yours.
• Brand Advocacy: It knows no scale and your fans don't care how big you are. A guide for businesses on the proper care and feeding of their biggest asset.

Erika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediately graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life--become unpopular.

Spis treści

Acknowledgments ix

Introduction: Lessons Learned from a Lippy Lady on an Airplane xi

Chapter 1 Rethinking Unpopular 1

Chapter 2 Identifying Your Audience 23

Chapter 3 Personality Pick One 47

Chapter 4 Approachability Putting Out theWelcome Mat 75

Chapter 5 Sharability Getting Your Audience to the Rooftops (and Letting Them Shout) 107

Chapter 6 Scalability News Flash: You Can t Do Everything Yourself 129

Chapter 7 Profitability The Money s Gotta Come from Somewhere 147

Chapter 8 Finally They Hate Me! 165

Chapter 9 The Backyard Economy A Bit on Nurturing What We ve Built . . . 179

Epilogue: Shutting Up 189

Appendix A: Shit You Should Read, Who Wrote It, and Why 195

Appendix B: Getting into It Your Guide to Resources on the Book s Website 201

O autorze

Erika Napoletano was never the prom queen, but that′s never stopped her from doing whatever the hell she set her mind to. She′s the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she′s also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado′s top Twitter personalities.
Learn more about her and the book at www.erikanapoletano.com and www.unpopularbook.com.

Blurb

Praise for The Power of Unpopular

"Being popular may get you elected to public office, but if you want to be successful in business, you need to understand the power of being unpopular. Erika Napoletano clearly and cleverly lays out the path to unpopularity, a critical new paradigm for business success."
Carol Roth, Business strategist and New York Times bestselling author of The Entrepreneur Equation

"The dreaded ′unpopular.′ Why the hell do we accord it all manner of awfulness? Whoever convinced us that popular = good / unpopular = bad, majority rules, end–of–story anyhow? In business, or in your personal life, it′s finding YOUR right people that matters. That′s inbound marketing at its best. Figure out whom you serve and what you do for them, and paltry issues like competition basically disappear! When you′re unpopular with all of the right people the ones who don′t want, need, or understand what you have to offer the ones who fall in love with you will eventually show up at your door. In her hilarious, witty, read–out–loud–to–your–friends prose, Erika is that idyllic best friend you can rely on to slap you back into a reality that ′they′ never told you about."
Laura Fitton (@pistachio), Inbound Marketing Evangelist at HubSpot and coauthor of Twitter for Dummies

"A brilliant concept, powerfully delivered. I′ve already ordered six copies for my closest friends."
Seth Godin, author of We Are All Weird