I have now completed reading The Book About Surprise Marketing by Andy Nulman. The official title is POW! Right Between The Eyes!, which is also the title of his blog. It is a stimulating and provocative book, as indeed might be expected, and I would thoroughly recommend it. Click here to order it. Pow! Right Between the Eyes: Profiting from the Power of Surprise
A big part of creating surprises is being creative and this book is full of ideas. Nulman also recommends two other books as further resources that you may wish to check out.
- A Whack on the Side of the Head:
How You Can Be More Creative by Roger von Oech, and
- Jump Start Your Business Brain:
Win More, Lose Less, and Make More Money by Doug Hall.
Of course surprise is not just a question of creativity. Nulman provides a short list of four key things to keep in mind when creating a surprise. In each case, he has a number of real life examples to illustrate what he means:
- Everyone’s a kid in Disneyland
- Under the skin we are all the same.
- Balls beat brains; balls beat budgets
- You don’t need money, just chutzpah.
- Little things mean a lot
- Provided you choose the right ‘little’ with creativity.
- Sometimes there is no reason.
- Enough said
I was also struck by his phrase that post-dictability is one of the keys to create a satisfying surprise. In other words after the event, looking back at the moment of surprise, you can sense it was almost predictable.
As I said, it is a thought-provoking book. Andy Nulman delivers a lot of value. However I was struck by his logo / image as it appears at the start of this post. Old-fashioned push marketing is losing place to pull marketing as the Internet changes the balance between buyers and sellers. Certainly surprise is not something that prospects or clients ask for, indeed how could they. It is almost a more traditional way of going about things. Will surprises be as well accepted now as they were say 15 years ago before we all became empowered by the Internet. I would be interested to see your comments on this.