Date Read: 7/5/2020
Go to the Amazon page for details and reviews
The Non-Obvious Guide To Small Business Marketing has everything I like in a book.
It’s short, concise, and useful.
As an avid book reader, these are the kind of business books I adore.
Below, you’ll find a quick summary of the book, along with standout points and insights you can apply to your business.
The Non-Obvious Guide To Small Business Marketing Summary
The beginning of the book starts where it should–with strategy.
It says trust, attention, and authenticity matter more than the latest “hack” or “sales funnel.”
And, as you go through The book, you realize that all marketing is simply an extension of this idea.
We live in a world where people’s attention is scarce: They have less patience for interruptions and less time to figure out if you’re trustworthy or not.
So, the question becomes, “How do you get people’s attention in a busy world?”
The Non-Obvious answer is to BE DIFFERENT.
Purple Cow Theory
Want to be noticed?
Do something noteworthy.
Non-Obvious hits this point hard.
The whole book is premised around the idea of identifying your “USP” and communicating this difference at every step. Duct Tape Marketing (a great book I recommend) also doubles down on this idea.
The focus on this concept throughout reminded me of principles laid out in Seth Godin’s book, Purple Cow.
Those principles are: Be different, look different, and sound different. But don’t be so different that you risk being seen as “weird.”
Have a POV And Make Love With Your Haters
Another point related to the one above is to have a point of view (POV).
In other words: To stand out you gotta stand up for something.
This means having a story worth telling.
It also means cultivating people who don’t like you in an intentional way. Non-Obvious calls these people your “haters.”
Your haters let you know you’re on to something. They also let you know how to improve on what you’re doing.
Want to know how strong your POV is? Count the number of haters you have. Don’t have any? You got work to do.
The Customer Journey
The customer journey part of this book reminded me of a more in-depth version of Hubspot’s customer journey.
Each step of the journey is outlined in Non-Obvious and even provides a downloadable template.
I really like this chart, and will print it out for my own marketing. You can download your copy here.
Standout Insights and “OH COOL” Moments
One thing that caught my eye was the “UAT Filter.”
UAT stands for unique, authentic, and talkable.
The context here is to add this into all of your customer experiences.
Unique – “Being unique is all about doing something no one else does.”
i.e. Letting your customers watch while you service their car.
Authenticity – “When you can share your story authentically it demonstrates that you have real people behind your business and helps to build trust.”
i.e. telling customers your personal story in your branding assets.
Talkable – “How can you empower the people who love your product or service to rave about it to others?”
i.e. Provide products that give your customers “exclusive” experiences or products. I was most interested in the last variable, Talkable. The talkable element is what Seth Godin talks about in his book, Free Prize Inside. It’s also Jonah Berger discusses in his book, Contagious.
When you make things worth talking about, your product expands exponentially. Done right, your ten true fans quickly become your thousand true fans.
Brevity Is The Soul Of Wit
The Non-Obvious Guide to Small Business Marketing (Without A Big Budget) is quick and witty.
And for 10 bucks, it’s an outright steal.
While this book isn’t intended to be used a deep guide into the neuro processes of marketing or whatever. It is a quick and simple guide to the things that matter.
And, the more I reflect on it, the more I think that’s the point. Marketing should behave like this book by being simple, clear, and meaningful.
If you’re looking for something that’s smart and easy to understand/apply, this is the marketing book for you.
You can grab your copy here.