Marketing Without Money
Tips from Best-selling Authors John C. Lyons and Edward de Bono
by John C. Lyons and Edward de Bono
Book Summary
Competing in the market requires more than just money. There is no one formula to achieve success, but here are some tips from the authors Lyons and de Bono to help you with your marketing skills. Learn how to engage people by using creativity.
About the Authors
John Lyons is a renowned expert and author in Marketing. Lyons was the founder, CEO & then Executive Chairman of the leading national strategic research and marketing company, Marketshare, which he sold to a public company in 2000.
Edward de Bono is the world’s most respected authority on creative and cognitive thinking in business. He has written sixty-five books and has recently been named one of the most influential people in the history of humanity.
Purpose of This Summary
By reading this summary, you will learn what you need to do to reach your marketing goals without taking cash out of your pockets. The summary is designed to whet your appetite to learn more from these authors. A link to the full text is at the bottom of this page.
How to Market Without Money
1. Decide on a Specific Cause
One of the biggest mistakes made by entrepreneurs is entering a market where there are already many similar competitors and then imitating their competitor’s strategies, policies and procedures. Instead, choose a specific group of potential customers.
2. Build a Reputation
Make sure your company becomes famous for its value.
3. Customized vs. Standardized
Will you be rigidly standardized (like McDonald’s) so that your products or services are delivered at the same level of quality and design for every customer? Or will you have a highly customized business design where each product or service is delivered according to each customer’s needs and expectations? Either way, be consistent.
4. Categorize Your Ideas
- Organize and classify your ideas by things you want short-term or long-term.
- Tailor these ideas so that they fit your business plan.
- Shape them according to real-world constraints of technology, budget and legality.
- Correct their faults to address any areas of potential failure.
5. Create a Concept Research & Development Group
The role of the Concept R&D group within your company is to:
- treat the development of concepts as a serious priority
- be concerned not only with major strategic concepts but also with ideas affecting every area of the organization.
Bonus Story:
The Revolution Led by Dick Smith: Becoming a Cause Champion
Dick Smith has a winning formula for designing, building, and then selling start-up businesses. In thirty short years, Smith has created an entirely new category of business not once, not twice, but three times. Each new business is created on the basis that it will be the market leader, not a follower.
While many start-ups offer products that are only slightly different from competitors in terms of price, quality, or convenience, Smith prefers to reinvent the race entirely. He creates a new race where he is the sole competitor. He narrowed the focus of his product offering while enhancing the overall value. In all of his companies, he used the concept of patriotism to sell products.
Certainly, Dick Smith positioned himself as a cause champion, one of the most effective marketing techniques you can use. Tell a powerful story or link your products to a concept people respect or seek.
Read The Full Text of ‘Marketing Without Money’ by Clicking Here —> Marketing Without Money:
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