January 25, 2005
Jack Covert Selects: Jack Covert Selects--Overpromise and Overdeliver
Overpromise and Overdeliver: The Secrets of Unshakable Customer Loyalty by Rick Barrera, Portfolio, 256 Pages, $25.95 Hardcover, December 2004, ISBN 1591840619 In this book, Rick Barrera explores how companies like TiVo, BestBuy and Washington Mutual became industry leaders simply by following one simple rule: overpromising and overdelivering. Not by increasing marketing and advertising costs, but by attracting customers with ambitious promises and then actually keeping them. The author explains: Hard times create amazing success. Despite all the talk today of an oversupply of goods and services, industry consolidations, menacing imports, and shrinking markets, a few remarkable businesses have discover how to make their brands irresistible to customers? After studying these thriving businesses, I've identified their key strength: a new approach to branding that beats the competition because it's infinitely faster and less expensive than any of the traditional methods. After explaining the basics of making and keeping a brand promise, he elaborates on what makes the real winners different: the effective use of TouchPoints. These three are: Product TouchPoints: Where the customers interact with the products. This includes not only buying, but handling and using as well. Human TouchPoints: When the customers interact with the company's people. System TouchPoints: When the customer deals with systems or processes like websites, ATM's, invoices etc. This book explains how to use the TouchPoint branding system to build your brand more efficiently and cost-effectively than can be done with traditional advertising models. For example: Google overpromises by offering anything you want to find on the web, and then overdelivers with an average search time of 0.2 seconds. Barrera's principles can be applied to any individual or company who wants to create unshakable customer loyalty. BTW, IF YOU ARE INTERESTED IN GETTING THE FREE MONTHLY REVIEWS I DO, JUST EMAIL ME AT JACK AT 800CEOREAD DOT COM AND I'LL PUT YOU ON THE LIST.