Get Different: Marketing That Can't Be Ignored!

by Mike Michalowicz

Overview

From Mike Michalowicz, bestselling author of Profit First, Clockwork, and Fix This Next, a practical and proven guide to standing out in a crowded market.

Many business owners are frustrated because they feel invisible in a crowded marketplace. They know they are better than their competitors, but when they focus on that fact, they get little in return. That's because, to customers, better is not actually better. Different is better. And those who market differently, win.

In his new marketing book, Mike Michalowicz offers a proven, no-bullsh*t method to position your business, service, or brand to get noticed, attract the best prospects, and convert those opportunities into sales. Told with the same humor and straight-talk that's gained Michalowicz an army of ardent followers, with actionable insights drawn from stories of real life entrepreneurs, this book lays out a simple, doable system based on three critical questions every entrepreneur and business owner must ask about their marketing:
1. Does it differentiate?
2. Does it attract?
3. Does it direct?

Get Different is a game-changer for everyone who struggles to grow because their brand, message, product or service doesn't stand out and connect with customers—the long-anticipated answer to the defining business challenge of our time.

Product Details

ISBN-13:	9780593330630
Publisher:	Penguin Publishing Group
Publication date:	09/21/2021
Pages:	304
Sales rank:	635,144
Product dimensions:	9.00(w) x 5.80(h) x 1.10(d)

About the Author

Mike Michalowicz (mi-CAL-low-wits) launched and sold two multimillion-dollar companies and is the bestselling author of Profit First, The Pumpkin Plan, Clockwork, The Toilet Paper Entrepreneur, and Fix This Next. He is the host of the American Express Turning Points podcast, and he is a popular speaker who has shared his insights on business and entrepreneurship at TEDx, CreativeLive, INCmty, and others. His columns have appeared in The Wall Street Journal, Box Pro magazine, Entrepreneur, OPEN Forum, Harvard Business Review, and more.

Table of Contents

Introduction xi

Chapter 1 Your Responsibility to Market 1

Chapter 2 The DAD Marketing Framework 25

Chapter 3 The Target One Hundred 51

Chapter 4 Differentiate for Attention 77

Chapter 5 Attract for Engagement 123

Chapter 6 Direct for Results 151

Chapter 7 Experiment, Measure, Amplify, Repeat 175

Chapter 8 How to Know It's Working 205

Chapter 9 The Disadvantage Advantage 225

Chapter 10 Reimagine Your Business 241

Close Grow, but Don't Grow Up 255

Appendixes 262

Author's Note 271

Acknowledgments 273

Notes 277

Index 281

Editorial Reviews

Praise for Get Different:

“The ultimate primer for anyone who needs great results.”
—Allan Dib, author of The 1-Page Marketing Plan

"If you fail to fascinate your consumer, you'll quickly be forgotten and fail. So, how to stand out in a crowded and distracted marketplace? In this book, Michalowicz nails the answer: Get different."
—Sally Hogshead, author of Fascinate

“Michalowicz turns the mysterious art of marketing into a series of simple steps. Read this book to set yourself apart from the crowd and grow your business.”
—Jeff Walker, #1 New York Times bestselling author of Launch     
    
“You will discover the steps you must take to be successful in all your marketing efforts.”
—Ryan Deiss, author of The Invisible Selling Machine

"Different marketing wins every time. Get Different shows you how."
—Melinda Emerson, author of Become Your Own Boss In 12 Months   

“You will up-level your marketing with this book. I have no doubt.”
—Ramon Ray, Founder of SmartHustle.com

“A breakthrough book that reveals a fundamental truth about marketing. People remember, talk about, and share things that are different. Different is your job. Different will radically transform your business.”
—John Jantsch, author of Duct Tape Marketing and The Ultimate Marketing Engine

“Michalowicz reveals the essence of effective marketing in this exceptional book: Get attention, get desire, get business. Get Different will accomplish all three for you.”
—Jon Gordon, bestselling author of The Carpenter

From the Publisher