Pow! Right Between the Eyes by Andy Nulman
Profiting from the Power of Surprise

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Pow! Radical new methods for reaching jaded, cynicalconsumers

Put simply, when it comes to your business, your new idea, evenyourself, this book can be the difference between a "Who cares?"and a "Holy cow!"

Business, both big and small, is in desperate need of new waysto inspire bored and cynical consumers who have grown weary of thesame old song and dance. In today’s information economy, itdoesn’t matter how many people you reach, but how muchattention they pay. And the best way to get attention is with thepowerful, but largely misunderstood, element of surprise.

Pow! Enter Andy Nulman with the art of surprise marketing. Anexplosive new outlook, surprise marketing solidifies the bondbetween you and your customers like nothing else, and keeps themcoming back for more by providing a continuous flow of what theynever expected. Pow! Right Between the Eyes reveals thesecrets, theories, and tactics of surprise marketing, and wieldsoutrageous real-world examples (and even more outrageous tools like"The Lubricant to Yes" and "Euphoric Shock") to help expand theboundaries of the extreme and create a bigger bang for biggerprofits.

On his quest to unlock the secret of why some things knock yoursocks off and others put you to sleep, Nulman shares insights fromdirector Alfred Hitchcock, designer Philippe Starck, playwrightDavid Mamet, Family Guy creator Seth McFarlane, Harvardpsychologists, songwriters, bloggers, and even the inventor ofPirate Booty snack chips. And he shows how today’s smartestcompanies are winning big with surprises stories like:

• How Oprah’s shocking announcement that "Everybodygets a car!" sent her Web site traffic up 800% and helped thePontiac G6 outsell its competitors by 20%

• How Target earns $7 billion a year in free publicitywith stunts like a floating temporary store in New York’sHudson River or putting on a vertical fashion show where acrobatmodels walked down the side of Rockefeller Center

• How Bear Naked Granola reversed the trick-or-treattradition by sending costumed street teams door-to-door to giveaway granola samples on Halloween

Andy Nulman is a wildly-successful businessman and even wilderpublic speaker who first learned the power of surprise working withJay Leno, Jerry Seinfeld, Jim Carrey, and many other comedians asthe cofounder and CEO of the Just For Laughs Festival, theworld’s largest comedy event. His book shares hilarious andeffective surprise promotions that he himself dreamed up for theevent and in his current position as cofounder, President, and CMOof Airborne Mobile, which brings brands like Maxim,Family Guy, and the NFL to the mobile media world.

Don’t forget to read the book’s two forewords by thelegendary John Cleese and CBS Late Late Show host CraigFerguson. Surprising choices for a business book? Well…whatdid you expect?


About Andy Nulman

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In industries ranging from hi-tech to show business, Andy Nulman has been making people gasp and leaving them pop-eyed and open-mouthed for over three decades. A surprise marketer before the term even existed, he has parlayed his hands-on expertise and continuous research of the genre into this book. A renowned speaker and corporate showman, Andy is celebrated for his unique outlook on the world—and unique look of his wardrobe—and for marching off the beaten path to the beat of his own drum.For proof and more information, please visit www.andynulman.com
Published March 9, 2009 by Wiley. 272 pages
Genres: Business & Economics. Non-fiction

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