Free Prize Inside!: The Next Big Marketing Idea

Free Prize Inside!: The Next Big Marketing Idea
by Seth Godin, Penguin USA Portfolio

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Book Reviews of Free Prize Inside!: The Next Big Marketing Idea

Book Review: Make value not ads
Summary: 4 Stars

Summary of Free Prize Inside!: The Next Big Marketing Idea

The largest portion of the book is devoted to how to sell an idea to your organization. His specific tactics range from irreverent, (let them pee on your ideas) to practical (how to build a prototype). One standout chapter explains how brainstorming can become boring. His alternative, "edgecraft," involves divergent thinking to add something remarkable to your product. His long grocery list of edges (safety, equality, invisibility, and hours of operation) suggest a genuine marketing manifesto. The ideas are bold and insightful, but can suffer from being presented in less than logical order. The book is also diminished by Godin's self-marketing, from using terminology in his previous books to naming key ideas after himself. These advertisements are unnecessary. This nervy little volume is bound to mother many inventions. --Barbara Mackoff

Purple Cow taught marketers the value of standing out from the herd, which is how companies like Krispy Kreme and JetBlue made it big. But it left readers hungry for more: How do you actually think up new Purple Cows? And how do you get them adopted by risk-averse Brown Cow companies?

Free Prize Inside delivers those answers and much more. It?s a fun guide to doing innovative marketing that really works when the traditional approaches have all stopped working. Thirty years ago, the best way to sell something was to advertise it on television. But today?s consumers are cynical, and your product or service had better be more than just hype and clever advertising. Even better, it ought to come with a market-changing innovation?a free prize inside.

You don?t have to spend a fortune to create something cool that virtually sells itself. Think of simple but powerful innovations like the Tupperware party, Flintstones vitamins, G.I. Joe (a doll just for boys), Lucille Roberts (a gym just for women), and frequent flier miles. Free Prize Inside will teach you how to create those kinds of blockbusters at your own company without a bunch of MBA-brainwashed marketers. You don?t have to be a genius?you just need curiosity, initiative, and a strategy for overcoming resistance when you champion your idea.

We?re all marketers now, no matter what our job titles. With Godin?s help, we can find the free prize that will transform our companies.