Personality Not Included: The Book Behind The Personality Project

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The true story behind the book that inspired The Personality Project: Women of Personality - a collaborative ebook with advice and stories from 40 visionary women.

The true story behind the book that inspired The Personality Project: Women of Personality - a collaborative ebook with advice and stories from 40 visionary women.

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  • wunnerful!
    fantastic!
    inspiring!
    What else!
    I stumbled onto this from the Glee gum link ..
    fullly aware a muse was leading...such a fabulous surprise. My morning is charged with...well, GLEE!

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  • 1. How To Write A Book The Making Of Personality Not Included by ROHIT BHARGAVA Best Selling Author & Founder, Influential Marketing Group FOR MORE FREE PRESENTATIONS, VISIT WWW.ROHITBHARGAVA.COM @ROHITBHARGAVA
  • 2. Personality Matters The True Story Behind Writing An Actually Useful Marketing Book
  • 3. This is me. This is one of those Cirque du Soleil guys (not me).
  • 4. I work at a marketing agency called Ogilvy. We have trendy chairs.
  • 5. My day job is helping clients to stand out in a crowded space.
  • 6. This is the story of my book.
  • 7. It is about why your business needs a personality.
  • 8. It is also why people love using this.
  • 9. Or shopping here. http://www.flickr.com/photos/littlerottenrobin/2892647257/
  • 10. It’s why they spend $800 on one of these.
  • 11. And what makes people (and ducks) who work here … http://www.flickr.com/photos/yodelanecdotal/1449868160/
  • 12. Much happier than people who work here.
  • 13. Personality is the real secret to succeeding in the new business world.
  • 14. To understand why, let’s look at the 3 Big Myths of marketing today.
  • 15. Your Bottom Line Is About Selling. #1
  • 16. False! Anyone can sell anything …in the short term. Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000
  • 17. The real challenge is to sell something people can’t help talking about. The “legendary notebook of Picasso and Hemingway”…
  • 18. People ignore marketing messages #2
  • 19. Wrong! They only ignore irrelevant messages you are randomly firing at them.
  • 20. But they love useful marketing that answers a question or offers a solution.
  • 21. Having something great to sell … #3 is all that matters.
  • 22. Having something great to sell … …is only half of your battle! #3
  • 23. A great product … is only the first step.
  • 24. Consumers want Authenticity P.S. - Flowers are authentic.
  • 25. And they have the power to demand it.
  • 26. Being faceless doesn’t work …anymore.
  • 27. Unfortunately, most companies are faceless because they hide their personality. Is this you?
  • 28. For example, many create an “Employee Silencing Policy” to intentionally keep their best voices silent.
  • 29. Or focus too much on how people should use a logo … This is what typical brand guidelines look like.
  • 30. Instead of letting others “own” your brand and inspiring them to believe in it (something Obama knew).
  • 31. Doing this takes more than a great logo, or a shiny new blog, or a viral video or having a Facebook group.
  • 32. Those are not the answer, they’re just tools.
  • 33. Personality is the answer. But seriously, what’s up with the chickens?
  • 34. Well, it all started in March 2007 at South By Southwest.
  • 35. And I met this guy (no, we didn’t fight).
  • 36. He told me about his book. I told him about my idea.
  • 37. The next week, he introduced me to Steve, his literary agent.
  • 38. I pitched Steve with one slide.
  • 39. Together we pitched it to a few publishers … A month later one of them bought it.
  • 40. The next day I spent $1500 on books for research.
  • 41. And worked on positioning. Marketing & Business Books Blogging & Social Media Books My Book Goes Here
  • 42. I wrote a definition for it: Personality is the unique, authentic, and talkable soul of your brand that people can get passionate about. ” “ (pûr'sə-nāl'ĭ-tē)
  • 43. Created a visualization … and chose a title for the book: Personality Not Included
  • 44. But why is personai lity not included? * It’s like batteries. They aren’t included, but you *Batteries not included still need them. Personality in your business is the same thing.
  • 45. So what makes this book different? 2 things … It’s Entertaining + Useful
  • 46. Entertaining because there are over 100 real life examples:
  • 47. Like the story of the world’s best restaurant on the coast of Spain, which is revered despite being closed 6 months out of the year.
  • 48. Or the tale of a small shop owner in Austin who decided to open his own museum.
  • 49. Or how an airline is redefining the US domestic flight experience.
  • 50. And how the death of Superman killed the comic book industry.
  • 51. Together these examples tell the story of why personality matters.
  • 52. And they do it briefly … in just 6 chapters. The rest of the book shows you how to actually put personality to work in your business.
  • 53. Every story in Part I is linked to an action guide in Part II.
  • 54. And Part II starts with a 60 word summary of the whole book (so you can skip Part I if you’re tight on time): Page
  • 55. There are “tabs” so you can easily go from a chapter to an action guide.
  • 56. The point is, this is not a book that will gather dust on your bookshelf.
  • 57. So by November of 2007, the book was nearly finished ...
  • 58. And then my wife and I had a baby.
  • 59. So I started multitasking.
  • 60. And taking lots of breaks.
  • 61. Over the next month, I worked with the team from McGraw-Hill ... Marketing Marketing Editor
  • 62. Edited lots of drafts.
  • 63. And rejected lots of cover designs (and subtitles, in case you’re paying attention).
  • 64. In December of 2007, the final manuscript was delivered.
  • 65. We finalized the cover design. + =
  • 66. And I emailed Guy Kawasaki. Me: Will you do the foreword? Guy: Nope, I stopped doing those. Me: Will you just read the intro, pretty please? Guy: Ok, if you stop emailing me. (Two weeks later) Guy: When do you need it? Me: Take as long as you want! Guy: Ok, I can do it.
  • 67. Then we changed the cover. Add crazy chicken because everyone knows that sunglasses = personality. Add Guy’s name because people have heard of him.
  • 68. In May of 2008 – PNI was published.
  • 69. The launch party was in San Francisco. That’s a “rohito” (a Raspberry Mojito). That’s Erin, Mmm, tasty! “Queen Diva” from Personality Hotels.
  • 70. I hosted events to spread the word ...
  • 71. And started getting results. #1 in Global Marketing on Amazon.com Selected as Best Business Book for Aug 2008 by Soundview Positively reviewed on hundreds of sites online 5 Translated versions by early 2009 Available in 45 countries globally
  • 72. Most importantly, I started hearing from businesses of all sizes who are already using the book’s ideas …
  • 73. What have they all discovered? Personality Matters.
  • 74. Are you ready to see what personality could do for your business? Download An Exclusive Sample Chapter: www.personalitynotincluded.com/excerpt
  • 75. HOW CAN WE HELP YOU? + CONCIERGE MARKETING SIGNATURE WORKSHOPS NON-OBVIOUS KEYNOTES CMO CONSULTING AGENCY REVIEWS STRATEGY AUDITS STORYTELLING CONTENT MARKETING DIGITAL CERTIFICATIONS CONFERENCES PRIVATE SUMMITS EXEC RETREATS DOWNLOAD THIS PRESENTATION AND MORE : www.trustimg.com/useful