Summary: Jump Start Your Business Brain

Review and Analysis of Hall's Book

BusinessNews Publishing

• Publisher: Must Read Summaries
• Year: 2016
• ISBN:
  9782511019498
• Topic: Personal Development
• Subtopic: Personal Success

The must-read summary of Doug Hall's book: `Jump Start Your Business Brain: Scientific Ideas and Advice that Will Immediately Double Your Business Success Rate`.

This complete summary of the ideas from Doug Hall's book `Jump Start Your Business Brain` shows that success in business is not random, but the result of a well-researched, well-thought out and well-applied framework to get the best ideas and provide the result to your customer. In his book, the author takes the reader through the best marketing techniques and creative stimuli that will bring results. This summary is a must-read for any manager who wants to differentiate their company and create a business environment where the best ideas are carried forward and communicated to clients.

Added-value of this summary:
• Save time
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• Expand your knowledge

To learn more, read `Jump Start Your Business Brain` and find out how you can engage your business brain and unlock your potential.

Summary of Jump Start Your Business Brain (Doug Hall)

1. Three Laws of Marketing Physics

1. Over benefit

Focus on communicating hat’s in it for the customer

Customers will always maintain their current buying behaviors Until they come into contact with an overt and appealing alternative benefit. Do everything you can to provide potential customers with an obvious and overt benefit which will capture their attention.

Most people tend to be creatures of habit. They will keep doing what they have always done and purchasing what they have always bought until a highly appealing new benefit leaps out at them. It’s only when they can realize a dramatic improvement in some area they will actually start buying something different. With this in mind, every time you communicate with potential customers, state clearly and persuasively what’s in it for them if they buy from you.

Note here you need to be talking about benefits rather than product features. Benefits are what the customer will receive, enjoy or experience. Features are the technology or other details which make up the structure of your product or service. Benefits motivate people to act whereas features are only of passing interest to most people. Focus on expressing your most overt or persuasive benefit each time you talk to anyone who could become your customer.

Most people today are very busy. They generally don’t have the time to do in-depth research about much at all. In addition, the average person is exposed to a large number of marketing communications each day. Therefore, to be noticed, you have to be bold, brash and almost in-your-face about the most overt benefit you have to offer. If there is no clear overt benefit involved, then pricing becomes the sole determinant for customers. That’s not the way to achieve superior profitability. If you carve out an overt benefit and become known for that, the odds that people will choose your product or your service increase.

So how do you go about developing an overt benefit you can shout form the rooftops? Some suggestions:

1. Start by converting all your features into customer benefits – by listing all the attributes of your product or service and asking yourself: “What does my customer receive as a result of this product feature?”
2. Make a list of all your potential benefits – and consider whether or not your competitors offer the same benefits with their products or services.
3. Embellish and highlight the appeal of each benefit – by adding descriptive phrases that are couched in terms of the customer benefit. This turns generic benefits into overt benefits only you can offer. For example:
   • Benefit: fast shoeshines
     Overt benefit: 2-minute professional shoeshines
   • Benefit: Durable shoeshine
     Overt benefit: Armor shoeshine protects shoes for 7-days
   • Benefit: Whole shoe care
     Overt benefit: Special anti-slip sole treatments

Be very blunt about what you have to offer. Have the mind-set it’s fine for people to say “No” to what you offer, but you never want to have someone say “No” because they didn’t understand what you had to offer. Let the world know about the great product or service you have sweated and toiled to develop. Remember, as long as you actually deliver what you promise, then it isn’t boasting to talk about your offering in glowing terms.

The key benefits of better communicating overt benefits are:

• You can become known for what you deliver – people can respect the fact you deliver a world-class product or service because you’ve taken the time and effort to educate them a little about what’s going on.
• You pre-qualify prospective customers by emphasizing your overt benefit – because the only people who will follow through with you will be those to whom this benefit appeals most directly.
• You make it easier for customers to tell their friends about your product or service – because all they have to remember is the overt benefit you offer.
• You give everyone in your own organization something to focus on – meaning they can become more effective at delivering whatever differentiates your firm.
• You can focus better on a specific target market – because you’ll know what market segments you’re targeting rather than attempting to interest everyone.

“The more you focus on doing one thing great, the greater your probability of success. Focus also elevates you from a mere merchant of goods or services to the level of becoming a brand. Asa brand, you gain your customer’s respect for your expertise in a specific area. Beca...

Table of contents

• Title page
• Book Presentation
• Summary of Jump Start Your Business Brain (Doug Hall)
• About the Summary Publisher
• Copyright