Transform your company into a highly profitable enterprise in 90 days.
 |
Description
Book Introduction
“Pretend you’re being fooled and try to do it.
“There will definitely be tremendous changes!”
The series has sold 350,000 copies!
Top Marketer Masanori Kanda's Emotional Marketing Bible
Although it has been over 20 years since its publication, Masanori Kanda's masterpiece, "Turn Your Company into a High-Profit Enterprise in 90 Days," which is still remembered by many as a legendary book in the field of marketing, has been republished.
This book is a practical guide to "emotional marketing" methods that can be implemented immediately. It presents marketing techniques that increase sales in a short period of time by deeply understanding basic human emotions.
This is a book that you will want to put into practice if you read it, and if you actually do it, it will literally make you money.
The author argues that understanding and harnessing three fundamental human emotions—the desire to avoid pain, the attraction to free things, and the desire to want more of things that are difficult to obtain—can produce extraordinary results in business in a very short period of time.
So, once you put it into practice, everyone will experience tremendous changes.
“There will definitely be tremendous changes!”
The series has sold 350,000 copies!
Top Marketer Masanori Kanda's Emotional Marketing Bible
Although it has been over 20 years since its publication, Masanori Kanda's masterpiece, "Turn Your Company into a High-Profit Enterprise in 90 Days," which is still remembered by many as a legendary book in the field of marketing, has been republished.
This book is a practical guide to "emotional marketing" methods that can be implemented immediately. It presents marketing techniques that increase sales in a short period of time by deeply understanding basic human emotions.
This is a book that you will want to put into practice if you read it, and if you actually do it, it will literally make you money.
The author argues that understanding and harnessing three fundamental human emotions—the desire to avoid pain, the attraction to free things, and the desire to want more of things that are difficult to obtain—can produce extraordinary results in business in a very short period of time.
So, once you put it into practice, everyone will experience tremendous changes.
- You can preview some of the book's contents.
Preview
index
To our Korean readers,
To begin with
Chapter 1.
Why Do Unscrupulous Traders Profit and Honest Traders Fail?
An era where evildoers prosper?
'Sincerity' and 'profit' have nothing to do with each other.
From 'I'm busy but I can't make money' to 'I'm free but I make money'
Why Honest People Fail ① “If you work hard, you can sell it.
“The reason you can’t sell is because you don’t put in enough effort.”
The first step toward falling into the quagmire of “Someday, I will definitely…”
Why Honest People Fail ② “It’ll definitely sell because it’s cheap!”
Merchants trying to make money with Stone Age numbers
Leave the bargain hunting to fools.
How to increase customer perceived value
Why Honest People Fail ③ “If you understand the customer’s needs, you will sell.”
Fundamental misunderstandings about sales
A good salesperson doesn't talk much.
Why Honest People Fail ④ “If the customer likes it, I can sell it.”
The weak conclude unequal treaties.
Why Honest People Fail ⑤ “Even if I distribute flyers, there is no response.
“This is because our company is not famous.”
The difference between seller sentiment and buyer sentiment
Customer emotions move mechanically.
This is how an honest person can lead
Chapter 2.
Confessions of an Elite: This is how the elite trap you.
The elite ruin self-made managers.
The skills of a first-class consultant are not very good.
A Simple Way to Tell the Difference Between Good and Bad Consultants
Business School Doesn't Help: The Truth and Lies About MBAs
Business is this simple
Incompetent advertising agency: This is how you get screwed.
Why are there so many 'unprofitable ads'?
The pros of advertising are not the pros of selling products.
I also had a series of failures.
Chapter 3.
The Magic of Emotional Marketing
This is how the miracle happened
The key to dramatically increasing your response to advertising campaigns
Is this miracle a coincidence or an inevitable outcome?
Just posting a response is meaningless
3 Points to Make Magic Happen
Why it can be applied regardless of industry or time
Going beyond one-to-one marketing?
The Internet's Trap
Chapter 4.
A system that automatically increases customers
Design that attracts customers
Three Key Points of a Design That Attracts Customers
3 Values Delivered by Future Customers
Should I go fishing with a line or set up a net to catch fish?
This way, you can create 'current customers'.
A company that only pursues "current customers" and a company that creates "future customers" will look like three years from now.
This is how you attract 'future customers'
How can I become a trusted advisor to my clients?
What should I do after I have disappointed the customer?
From strategizing to executing emotional marketing
Develop strategies based on emotions
Creating a structure that allows you to conduct sales while performing everyday tasks
The best sales system that automatically generates customers
Chapter 5.
90 Days to Transform Your Company into a High-Profit Enterprise
Conversations with You: What You Can Do Right Now
Why it's applicable to all industries
Marketing Case ① Opening a new sales outlet through corporate sales
Marketing Case ② Acquiring new customers by selling high-priced products
Marketing Case ③ Acquiring new customers by selling low-priced products
Marketing Case ④ Recruiting customers for corporate seminars or study groups
In conclusion
To begin with
Chapter 1.
Why Do Unscrupulous Traders Profit and Honest Traders Fail?
An era where evildoers prosper?
'Sincerity' and 'profit' have nothing to do with each other.
From 'I'm busy but I can't make money' to 'I'm free but I make money'
Why Honest People Fail ① “If you work hard, you can sell it.
“The reason you can’t sell is because you don’t put in enough effort.”
The first step toward falling into the quagmire of “Someday, I will definitely…”
Why Honest People Fail ② “It’ll definitely sell because it’s cheap!”
Merchants trying to make money with Stone Age numbers
Leave the bargain hunting to fools.
How to increase customer perceived value
Why Honest People Fail ③ “If you understand the customer’s needs, you will sell.”
Fundamental misunderstandings about sales
A good salesperson doesn't talk much.
Why Honest People Fail ④ “If the customer likes it, I can sell it.”
The weak conclude unequal treaties.
Why Honest People Fail ⑤ “Even if I distribute flyers, there is no response.
“This is because our company is not famous.”
The difference between seller sentiment and buyer sentiment
Customer emotions move mechanically.
This is how an honest person can lead
Chapter 2.
Confessions of an Elite: This is how the elite trap you.
The elite ruin self-made managers.
The skills of a first-class consultant are not very good.
A Simple Way to Tell the Difference Between Good and Bad Consultants
Business School Doesn't Help: The Truth and Lies About MBAs
Business is this simple
Incompetent advertising agency: This is how you get screwed.
Why are there so many 'unprofitable ads'?
The pros of advertising are not the pros of selling products.
I also had a series of failures.
Chapter 3.
The Magic of Emotional Marketing
This is how the miracle happened
The key to dramatically increasing your response to advertising campaigns
Is this miracle a coincidence or an inevitable outcome?
Just posting a response is meaningless
3 Points to Make Magic Happen
Why it can be applied regardless of industry or time
Going beyond one-to-one marketing?
The Internet's Trap
Chapter 4.
A system that automatically increases customers
Design that attracts customers
Three Key Points of a Design That Attracts Customers
3 Values Delivered by Future Customers
Should I go fishing with a line or set up a net to catch fish?
This way, you can create 'current customers'.
A company that only pursues "current customers" and a company that creates "future customers" will look like three years from now.
This is how you attract 'future customers'
How can I become a trusted advisor to my clients?
What should I do after I have disappointed the customer?
From strategizing to executing emotional marketing
Develop strategies based on emotions
Creating a structure that allows you to conduct sales while performing everyday tasks
The best sales system that automatically generates customers
Chapter 5.
90 Days to Transform Your Company into a High-Profit Enterprise
Conversations with You: What You Can Do Right Now
Why it's applicable to all industries
Marketing Case ① Opening a new sales outlet through corporate sales
Marketing Case ② Acquiring new customers by selling high-priced products
Marketing Case ③ Acquiring new customers by selling low-priced products
Marketing Case ④ Recruiting customers for corporate seminars or study groups
In conclusion
Into the book
Attracting customers is a science.
Because it is science, predictions are quite possible.
It is a mechanism that can be controlled flexibly.
I want to share this mechanism with you.
But what I'm about to say is full of new ideas that you've never heard before.
New ideas are difficult to absorb.
The old ways of thinking that have been entrenched until now hinder new ideas from taking root.
Some people may not be receptive to new ideas.
Because it is easier to reject change.
--- p.31
If you try to make a sale before the customer feels a need or desire for it, the customer will instantly develop a boycott mentality.
If possible, I would like to avoid hearing your explanations.
From the customer's point of view, salespeople are the devil.
That's why I try to get out of that place as quickly as possible.
However, if the customer has a 'want' feeling, the opposite result occurs.
--- p.58
Up until now, I have been able to learn almost nothing about the technical aspects of sales methods.
No, you might have learned it.
Polite customer service and salesmanship.
But such content is of little help in a mature market.
This is because the most important concept is missing in the process of a customer making a purchase decision.
The concept is emotion.
The most important thing in sales activities is to elicit an emotional response from the customer.
And once you understand this method, a whole new world opens up before you that you never knew existed.
--- p.78
As you accumulate advertising response data while practicing emotional marketing, you can discover some interesting facts.
It means that you can know which expressions or sentences trigger emotions.
Let's say there's an ad that got a really good response.
Think about what emotions triggered that reaction.
As a result, “Oh, okay.
You realize that these words were the trigger.
Discovering one successful pattern like this can increase your engagement, regardless of your industry.
--- p.143
If you want your company to transform into a highly profitable enterprise, you need to design these stairs.
Without this blueprint, no matter how much advertising you use to stimulate emotions and acquire dozens of times more customers than you currently have, it is meaningless.
Because the probability of a contract being concluded does not increase.
Advertising phrases that don't lead to results are just wordplay.
If you don't want it to end up as a play on words, you must have a blueprint.
Because it is science, predictions are quite possible.
It is a mechanism that can be controlled flexibly.
I want to share this mechanism with you.
But what I'm about to say is full of new ideas that you've never heard before.
New ideas are difficult to absorb.
The old ways of thinking that have been entrenched until now hinder new ideas from taking root.
Some people may not be receptive to new ideas.
Because it is easier to reject change.
--- p.31
If you try to make a sale before the customer feels a need or desire for it, the customer will instantly develop a boycott mentality.
If possible, I would like to avoid hearing your explanations.
From the customer's point of view, salespeople are the devil.
That's why I try to get out of that place as quickly as possible.
However, if the customer has a 'want' feeling, the opposite result occurs.
--- p.58
Up until now, I have been able to learn almost nothing about the technical aspects of sales methods.
No, you might have learned it.
Polite customer service and salesmanship.
But such content is of little help in a mature market.
This is because the most important concept is missing in the process of a customer making a purchase decision.
The concept is emotion.
The most important thing in sales activities is to elicit an emotional response from the customer.
And once you understand this method, a whole new world opens up before you that you never knew existed.
--- p.78
As you accumulate advertising response data while practicing emotional marketing, you can discover some interesting facts.
It means that you can know which expressions or sentences trigger emotions.
Let's say there's an ad that got a really good response.
Think about what emotions triggered that reaction.
As a result, “Oh, okay.
You realize that these words were the trigger.
Discovering one successful pattern like this can increase your engagement, regardless of your industry.
--- p.143
If you want your company to transform into a highly profitable enterprise, you need to design these stairs.
Without this blueprint, no matter how much advertising you use to stimulate emotions and acquire dozens of times more customers than you currently have, it is meaningless.
Because the probability of a contract being concluded does not increase.
Advertising phrases that don't lead to results are just wordplay.
If you don't want it to end up as a play on words, you must have a blueprint.
--- p.161
Publisher's Review
“Buy people’s hearts rather than selling things!”
The cheat key to increasing sales that will change your company and future.
If you've ever thought about marketing, you absolutely must read this book!
Sales increased by 500%, inquiries increased by 3,000%, customer visits increased by 100%, sales increased by 135% without any change in staff, seminar attendance increased by 3,200%…
Do you think this is a dreamlike achievement? Absolutely not.
This book presents methods for maximizing sales and efficiency by utilizing business that takes human emotions into account, based on the successful direct mail marketing practiced by Masanori Kanda himself.
Most companies focus solely on product merits or simple marketing theories without considering customer sentiment, failing to achieve the intended benefits or results.
If you stimulate human emotions and trigger a response, customers will come to you on their own, and as a result, sales efficiency will increase by leaps and bounds.
Not only that, it sets the stage for attracting customers and details, through several case studies, how this emotional marketing can be applied in various business environments to produce amazing results.
Masanori Kanda's marketing philosophy, which easily goes beyond common sense such as 'don't give free consultations' and 'reject more than once', may seem strange at first, but it is the key to achieving extraordinary results that set him apart from others.
This is a must-read for anyone who has ever thought about marketing, whether it's because they don't know how to approach it or because they have a lot of concerns but aren't seeing results.
The cheat key to increasing sales that will change your company and future.
If you've ever thought about marketing, you absolutely must read this book!
Sales increased by 500%, inquiries increased by 3,000%, customer visits increased by 100%, sales increased by 135% without any change in staff, seminar attendance increased by 3,200%…
Do you think this is a dreamlike achievement? Absolutely not.
This book presents methods for maximizing sales and efficiency by utilizing business that takes human emotions into account, based on the successful direct mail marketing practiced by Masanori Kanda himself.
Most companies focus solely on product merits or simple marketing theories without considering customer sentiment, failing to achieve the intended benefits or results.
If you stimulate human emotions and trigger a response, customers will come to you on their own, and as a result, sales efficiency will increase by leaps and bounds.
Not only that, it sets the stage for attracting customers and details, through several case studies, how this emotional marketing can be applied in various business environments to produce amazing results.
Masanori Kanda's marketing philosophy, which easily goes beyond common sense such as 'don't give free consultations' and 'reject more than once', may seem strange at first, but it is the key to achieving extraordinary results that set him apart from others.
This is a must-read for anyone who has ever thought about marketing, whether it's because they don't know how to approach it or because they have a lot of concerns but aren't seeing results.
GOODS SPECIFICS
- Date of issue: August 10, 2023
- Page count, weight, size: 268 pages | 292g | 128*188*17mm
- ISBN13: 9791198372505
- ISBN10: 1198372508
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