Chapter
The Importance of Selling to a Lot of People
1:15:47 - 1:20:59 (05:11)
The key to brand strength is not only selling frequently to some people but also infrequently to a lot of people, according to the principles of Byron Sharp. Having a level of fame helps open doors to opportunities that would have otherwise gone unnoticed.
Clips
The skill lies in not pretending to know the future, and exploiting the basic asymmetry between those who are famous and those who aren't.
1:15:47 - 1:17:37 (01:50)
Summary
The skill lies in not pretending to know the future, and exploiting the basic asymmetry between those who are famous and those who aren't. Advertising plays an important role in exploiting this asymmetry, along with exploiting the psychological tendency to prefer familiar brands.
ChapterThe Importance of Selling to a Lot of People
Episode#227: Rory Sutherland – The Wise Philosopher of Marketing & Ideas
PodcastThe Danny Miranda Podcast
The author recounts a story about how a chance encounter with a broadcaster in Cannes resulted in a surge of sales for his book, thanks to the power of word of mouth.
1:17:37 - 1:18:40 (01:03)
Summary
The author recounts a story about how a chance encounter with a broadcaster in Cannes resulted in a surge of sales for his book, thanks to the power of word of mouth.
ChapterThe Importance of Selling to a Lot of People
Episode#227: Rory Sutherland – The Wise Philosopher of Marketing & Ideas
PodcastThe Danny Miranda Podcast
The key to brand strength lies in selling infrequently to a lot of people, as well as frequently to some people.
1:18:40 - 1:20:59 (02:18)
Summary
The key to brand strength lies in selling infrequently to a lot of people, as well as frequently to some people. It's difficult to compete with cookbooks as non-fiction books are rarely bought as presents, making them less likely to sell in high volumes.