Personality Not Included

March 28, 2008

cover_personality.jpgRohit Bhargava is the genius behind this book marketing tactic = any blogger who sent Rohit five questions about his book would get five custom, not-cut-and-paste answers.

Here is my virtual Q&A with Rohit about his forthcoming book Personality Not Included:

1) Your new marketing book, Personality Not Included, goes on sale April 25 and I’m impressed that you have an Amazon description that doesn’t once use the word “conversation!” Still, I can’t help but ask how your book is different from some of the other successful “new marketing” books on the shelves, like David Meerman Scott’s New Rules of PR, Geoff Livingston and Brian Solis’ Now is Gone, Seth Godin’s Meatball Sundae, Andy Sernovitz’s Word of Mouth Marketing, and Joseph Jaffe’s Join the Conversation?

I love this question! First because you’re positioning my book in great company, but second because it’s a question I anticipate getting quite a bit. The most important thing that I hope sets my book apart is the mixture of stories and action guides. I chose to use a very unique format for my book, which was to split it into two sections - the first being the theory of why personality matters, filled with lots of examples … and the second being all action guides. The first thing I did when I got my book deal was to go out and spend $1500 on Amazon to buy all the books that people might see in this category. I kept buying books and have all the ones you mention above on my shelf. My charge was not just to write a useful book (above all else), but to also be different from all the books out there. I believe I managed to do that - but the reader’s will have to decide for themselves.

2) If you had to pick (and you must), what is your least favorite chapter in Personality Not Included?

Chapter 1

3) Why (did you pick the chapter you did for No. 2)?

I chose the first chapter because in it I had to cover a few concepts that I myself found relatively basic. The reason for that, obviously, is because when you write a book you have to write it for people who may not be marketers themselves. As a result, if you happen to be in the field of marketing … some of the concepts in this first chapter may strike you as a bit obvious. Hopefully it will still be useful as a refresher, but some more advanced marketers may find it a bit too basic. Thankfully, the rest of the book should have plenty of new ideas to compensate!

4) Can you explain to me the significance of the weird little wind-up chickens on your cover?

Nope. Actually, they were just used as some imagery to get the book to stand out in the business section. Seriously, have you seen chickens on any other marketing books? You could read a bit more significance into this - ie, that wind up dolls are the ultimate in faceless toys, you just wind them up and they go … or you could just look at the fact that the final book has a chicken on the side so when the book is stacked on a shelf, you’ll see it. Either way, I think the cover works.

5) If personality is the secret weapon that brings authentic brands to life, what - in your opinion - are the best brand personality traits for companies to have?

Actually, I lay out a formula for describing personality that outlines three main traits, so I’ll go with those. They are being unique, authentic and talkable. In Chapter three, I put these together into what I call the UAT filter (I’m sure you can figure the acronym out) and talk about how they can be used to find and define your organization’s personality.

Marketing expert, social media guru, and mega-trendsetter Rohit Bhargava explains how faceless companies don’t work anymore. In a world where consumers have more access to information than ever, and more power to share their voice…a brand’s identity is no longer controlled through marketing and advertising. In this new era, what you say your brand stands for is no longer good enough. What you demonstrate to your customers matters most. This is the power of your personality. Personality Not Included is an essential guide for brands on putting back the missing ingredient in their marketing to build loyal customers, foster consumer (and employee) evangelists, and create a connection that goes beyond profit. The future of business requires new authenticity. Personality is the secret weapon that brings authentic brands to life.

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Posted by toddand | Filed Under Authors+Books, Marketing 

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3 Responses to “Personality Not Included”

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  2. Personality Not Included» Blog Archive » Vote for the Best PNI Book Launch Interview! on April 1st, 2008 11:17 am

    […] Todd Andrlik | Interview Link […]

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  4. Nominated as a Top Interviewer : ..:.:.. Todd And = Marketing + Media ..:.:.. on April 1st, 2008 12:27 pm

    […] of 55 interviews, Rohit picked the top 12 for you to vote on and pick the best interview. My interview is one of the lucky 12 so I’d love your vote! Today through Friday, you can vote in two […]

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  6. Interview With Rohit Bhargava, Author of ‘Personality Not Included’ | Gauravonomics Blog on April 1st, 2008 11:55 pm

    […] Goodstein | Interview Link 9. Scott Monty | Interview Link (shortlisted) 10. Todd Andrlik | Interview Link (shortlisted) 11. Kevin Dugan | Interview Link 12. Valerie Conyngham | Interview Link 13. Helen […]

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