How To Write A Book 
The Making Of Personality Not Included 
by 
ROHIT BHARGAVA 
Best Selling Author & Founder, Influentia...
Personality 
Matters 
The True Story Behind Writing An 
Actually Useful Marketing Book
This is me. This is 
one of 
those 
Cirque 
du Soleil 
guys 
(not me).
I work at 
a marketing 
agency called 
Ogilvy. We have 
trendy chairs.
My day job is helping clients 
to stand out in a crowded space.
This 
is the 
story 
of my 
book.
It is about why your business 
needs a personality.
It is 
also 
why 
people 
love 
using 
this.
Or 
shopping 
here. 
http://www.flickr.com/photos/littlerottenrobin/2892647257/
It’s why 
they spend 
$800 on 
one of 
these.
And what makes people (and 
ducks) who work here … 
http://www.flickr.com/photos/yodelanecdotal/1449868160/
Much happier 
than people 
who work 
here.
Personality is the real secret 
to succeeding in the new 
business world.
To understand why, 
let’s look at the 
3 Big Myths 
of marketing 
today.
Your Bottom Line 
Is About Selling. 
#1
False! 
Anyone can 
sell anything 
…in the 
short term. 
Image of Jesus on 
Grilled Cheese sandwich, 
sold on eBay for $28...
The real challenge is to sell 
something people can’t help 
talking about. 
The “legendary 
notebook of Picasso 
and Hemin...
People ignore 
marketing messages #2
Wrong! 
They only ignore irrelevant 
messages you are 
randomly 
firing at 
them.
But they love useful marketing that 
answers a question or offers a 
solution.
Having 
something 
great to 
sell … 
#3 
is all that 
matters.
Having 
something 
great to 
sell … 
…is 
only half 
of your 
battle! 
#3
A great product … 
is only the first step.
Consumers want 
Authenticity 
P.S. - Flowers 
are authentic.
And they have the power to 
demand it.
Being faceless doesn’t work 
…anymore.
Unfortunately, most companies are 
faceless because they hide their 
personality. 
Is this you?
For example, 
many create 
an “Employee 
Silencing Policy” 
to intentionally 
keep their 
best voices 
silent.
Or focus too much on how 
people should use a logo … 
This is what 
typical brand 
guidelines 
look like.
Instead of 
letting others 
“own” your 
brand and 
inspiring them 
to believe in it 
(something 
Obama knew).
Doing this 
takes more than 
a great logo, or 
a shiny new 
blog, or a viral 
video or having 
a Facebook 
group.
Those are not 
the answer, 
they’re just 
tools.
Personality is the answer. 
But seriously, what’s up with the chickens?
Well, it all started in March 
2007 at South By Southwest.
And I met 
this guy 
(no, we didn’t fight).
He told me 
about his 
book. 
I told him 
about my 
idea.
The next 
week, he 
introduced 
me to Steve, 
his literary 
agent.
I pitched Steve with one slide.
Together we pitched it to a 
few publishers … 
A month 
later one of them bought it.
The next day I spent 
$1500 on books 
for research.
And worked on positioning. 
Marketing & 
Business Books 
Blogging & 
Social Media 
Books 
My 
Book 
Goes 
Here
I wrote a definition for it: 
Personality is the unique, 
authentic, and talkable 
soul of your brand 
that people can 
ge...
Created a visualization … 
and chose 
a title for 
the book: 
Personality 
Not Included
But why is personai lity not included? 
* 
It’s like batteries. They 
aren’t included, but you 
*Batteries not included 
s...
So what makes this book 
different? 
2 things … It’s 
Entertaining + Useful
Entertaining because there are over 
100 real life examples:
Like the story of 
the world’s best 
restaurant on the 
coast of Spain, 
which is revered 
despite being 
closed 6 months ...
Or the tale 
of a small shop 
owner in Austin 
who decided to 
open his own 
museum.
Or how an 
airline is redefining 
the US domestic flight 
experience.
And how the death of Superman killed 
the comic book industry.
Together 
these examples 
tell the story of why 
personality matters.
And they do it briefly … in just 6 chapters. 
The rest of the 
book shows 
you how to 
actually put 
personality 
to work ...
Every story in Part I is linked to an 
action guide in Part II.
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
There are 
“tabs” so 
you can 
easily go 
from a 
chapter 
to an 
action 
guide.
The point is, this is not a book that 
will gather dust on your bookshelf.
So by November of 2007, the book 
was nearly finished ...
And 
then my 
wife and I 
had a baby.
So I started 
multitasking.
And taking 
lots of breaks.
Over the next month, I worked with 
the team from McGraw-Hill ... 
Marketing 
Marketing Editor
Edited lots of drafts.
And rejected lots of cover designs 
(and subtitles, in case you’re paying attention).
In December of 2007, 
the final 
manuscript 
was delivered.
We finalized the cover design. 
+ =
And I emailed Guy Kawasaki. 
Me: Will you do the foreword? 
Guy: Nope, I stopped doing those. 
Me: Will you just read the ...
Then we 
changed 
the cover. 
Add crazy chicken because 
everyone knows that 
sunglasses = personality. 
Add Guy’s name be...
In May of 2008 – PNI was published.
The launch party was in San Francisco. 
That’s a “rohito” 
(a Raspberry Mojito). 
That’s Erin, Mmm, tasty! 
“Queen Diva” 
...
I hosted 
events to 
spread the word ...
And started getting results. 
#1 in Global 
Marketing on 
Amazon.com 
Selected as Best 
Business Book 
for Aug 2008 by 
So...
Most importantly, I started hearing 
from businesses of all sizes who are 
already using the book’s ideas …
What have they all discovered? 
Personality Matters.
Are you ready 
to see what 
personality 
could do for 
your business? 
Download An Exclusive Sample Chapter: 
www.personal...
HOW CAN WE HELP YOU? 
+ 
CONCIERGE 
MARKETING 
SIGNATURE 
WORKSHOPS 
NON-OBVIOUS 
KEYNOTES 
CMO CONSULTING 
AGENCY REVIEWS...
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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.

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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!

    <b>[Comment posted from</b> http://www.thepersonalityproject.com/wop2/]
       Reply 
    Are you sure you want to  Yes  No
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Personality Not Included: The Book Behind The Personality Project

  1. 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. 2. Personality Matters The True Story Behind Writing An Actually Useful Marketing Book
  3. 3. This is me. This is one of those Cirque du Soleil guys (not me).
  4. 4. I work at a marketing agency called Ogilvy. We have trendy chairs.
  5. 5. My day job is helping clients to stand out in a crowded space.
  6. 6. This is the story of my book.
  7. 7. It is about why your business needs a personality.
  8. 8. It is also why people love using this.
  9. 9. Or shopping here. http://www.flickr.com/photos/littlerottenrobin/2892647257/
  10. 10. It’s why they spend $800 on one of these.
  11. 11. And what makes people (and ducks) who work here … http://www.flickr.com/photos/yodelanecdotal/1449868160/
  12. 12. Much happier than people who work here.
  13. 13. Personality is the real secret to succeeding in the new business world.
  14. 14. To understand why, let’s look at the 3 Big Myths of marketing today.
  15. 15. Your Bottom Line Is About Selling. #1
  16. 16. False! Anyone can sell anything …in the short term. Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000
  17. 17. The real challenge is to sell something people can’t help talking about. The “legendary notebook of Picasso and Hemingway”…
  18. 18. People ignore marketing messages #2
  19. 19. Wrong! They only ignore irrelevant messages you are randomly firing at them.
  20. 20. But they love useful marketing that answers a question or offers a solution.
  21. 21. Having something great to sell … #3 is all that matters.
  22. 22. Having something great to sell … …is only half of your battle! #3
  23. 23. A great product … is only the first step.
  24. 24. Consumers want Authenticity P.S. - Flowers are authentic.
  25. 25. And they have the power to demand it.
  26. 26. Being faceless doesn’t work …anymore.
  27. 27. Unfortunately, most companies are faceless because they hide their personality. Is this you?
  28. 28. For example, many create an “Employee Silencing Policy” to intentionally keep their best voices silent.
  29. 29. Or focus too much on how people should use a logo … This is what typical brand guidelines look like.
  30. 30. Instead of letting others “own” your brand and inspiring them to believe in it (something Obama knew).
  31. 31. Doing this takes more than a great logo, or a shiny new blog, or a viral video or having a Facebook group.
  32. 32. Those are not the answer, they’re just tools.
  33. 33. Personality is the answer. But seriously, what’s up with the chickens?
  34. 34. Well, it all started in March 2007 at South By Southwest.
  35. 35. And I met this guy (no, we didn’t fight).
  36. 36. He told me about his book. I told him about my idea.
  37. 37. The next week, he introduced me to Steve, his literary agent.
  38. 38. I pitched Steve with one slide.
  39. 39. Together we pitched it to a few publishers … A month later one of them bought it.
  40. 40. The next day I spent $1500 on books for research.
  41. 41. And worked on positioning. Marketing & Business Books Blogging & Social Media Books My Book Goes Here
  42. 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. 43. Created a visualization … and chose a title for the book: Personality Not Included
  44. 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. 45. So what makes this book different? 2 things … It’s Entertaining + Useful
  46. 46. Entertaining because there are over 100 real life examples:
  47. 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. 48. Or the tale of a small shop owner in Austin who decided to open his own museum.
  49. 49. Or how an airline is redefining the US domestic flight experience.
  50. 50. And how the death of Superman killed the comic book industry.
  51. 51. Together these examples tell the story of why personality matters.
  52. 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. 53. Every story in Part I is linked to an action guide in Part II.
  54. 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. 55. There are “tabs” so you can easily go from a chapter to an action guide.
  56. 56. The point is, this is not a book that will gather dust on your bookshelf.
  57. 57. So by November of 2007, the book was nearly finished ...
  58. 58. And then my wife and I had a baby.
  59. 59. So I started multitasking.
  60. 60. And taking lots of breaks.
  61. 61. Over the next month, I worked with the team from McGraw-Hill ... Marketing Marketing Editor
  62. 62. Edited lots of drafts.
  63. 63. And rejected lots of cover designs (and subtitles, in case you’re paying attention).
  64. 64. In December of 2007, the final manuscript was delivered.
  65. 65. We finalized the cover design. + =
  66. 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. 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. 68. In May of 2008 – PNI was published.
  69. 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. 70. I hosted events to spread the word ...
  71. 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. 72. Most importantly, I started hearing from businesses of all sizes who are already using the book’s ideas …
  73. 73. What have they all discovered? Personality Matters.
  74. 74. Are you ready to see what personality could do for your business? Download An Exclusive Sample Chapter: www.personalitynotincluded.com/excerpt
  75. 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

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