My Book: Efficient Marketing – a guide to more customers and revenue

I’m currently working on the writing of my Book on Efficient Marketing. The book will contain my insights of marketing gained from the study of Business Psychology, E-Business, Viral Marketing and several “Marketing Gurus” (like Jay Abraham, Dan Kennedy, Jay Levinson….) . The emphasize of the book will be on efficient strategies and best practise examples that companies can use to make their marketing more efficient, bond more customers and generate more revenue.

So far I’m working on these 13 different chapters:

3 Ways Companies can make more profit

The Net Promoter Score – what role play loyal customers for your company

The Long Tail Concept – sell more in your niche

The Tipping Point – spread your products and messages

Create Consumer Evangelists

How to manage Word of Mouth / Word of Marketing

Virale PR – make your PR more efficient

Web 2.0 and efficient

Psychological strategies you can use for your marketing and advertising

Efficient advertising

How to marketing and communicate your USP

Integrated Communication

Trends and how you can use them

Viral Videos - How to use humor to spread your message

This 5 videos (all in 1) are good example on how companies can use humor to spread there advertising messages (since there are so many bad example on YouTube, 
advertisiers can learn a lot from this example).

For the beginning of 2008 – my 20 favorite Quotes

Since 2008 has started and everybody made his or her New Year Resolutions (I made mine in Riga), I want to add my 20 favorite quotes on this Blog. These quotes come from different so called “Business Gurus” and brought me a lot of insight into marketing and working with people...

"Because its purpose is to create a customer, the business has two - and only two - functions: Marketing and Innovation. Marketing and Innovation produce results. All the rest are costs." --Peter Drucker

"It is a process of diverting one's scattered forces into one powerful channel." --James Allen

"The best way to predict the future is to create it." --Peter Drucker

"The best kept secret in the global economy today is this: When your service is AWESOME you get so stinking rich you have to buy new bags to carry all the money home." --Tom Peters

"Where you've been is not half as important as where you're going." -- Anonymous

"Here is a simple but powerful rule … always give people more than they expect to get." -- Nelson Boswell

"The significant problems we face today cannot be solved at the same level of thinking we were at when we created them." -- Albert Einstein

"You don't build it for yourself. You know what the people want and you build it for them." -- Walt Disney

"Enough about you … let's hear about me." -- Cynthia Heimel

"You cannot teach a man anything. You can only help him discover it within himself." -- Galileo

"The teacher, if indeed wise, doe not bid you to enter the house of their wisdom, but leads you to the threshold of your own mind." -- Kahil Gibran

"Do not follow where the path may lead. Go instead where there is no path and leave a trail." -- Anonymous

"You are searching for the magic key that will unlock the door to the source of power; and yet you have the key in your own hands, and you may use it the moment you learn to control your thoughts." -- Napoleon Hill

"Success - my nomination for the single most important ingredient is energy well directed. -- Louis Lundborg

"No great improvements in the lot of mankind are possible until a great change takes place in the fundamental constitution of their modes of thought." -- John Stuart Mill

"Any fact not facing us is not as important as our attitude toward it, for that determines our success or failure." -- Norman Vincent Peale

"The system works … if you work the system." -- Macrae Ross

The E Myth. Most entrepreneurs are merely technicians with an entrepreneurial seizure. Most entrepreneurs fail because you are working IN your business rather than ON your business." -- Michael Gerber

"It's what you learn after you know everything that counts." -- John Wooden

"To be what we are, and to become what we are capable of becoming, is the only end of life." -- Robert Louis Stevenson

Top 5 Viral-Video Ads of 2007

These are the video advertisements that were most successful in attracting online viewers, as ranked by According to GoViral, the online marketing agency. 


Cadbury - Gorilla Drummer



Launched online: August 2007

Views on Youtube: 5m + lots of other user generated versions

Agency: Fallon


Smirnoff – Green Tea Partay



Launched online: August 2007

Views on Youtube: 3.4m

Agency: J Walter Thompson, New York


Ray-Ban - Catch Sunglasses



Launched online: May 2007

Views on Youtube: 3.2m + user generated content

Agency: Cutwater


Blendtec - Will it Blend?


Launched online: July 2007

Views on Youtube: The IPhone version has reached 2.7m since July, “Will it Blend?” virals have passed 20m views on Youtube in total since the beginning in November 2006.

Own Productions


Lynx/Axe – Bom chicka wah wah



Launched online: May 2007

Views on Youtube: 2.6m

Agency: BBH, Copenhagen 

Back from my Marketing Projects in Spain

Since last week I’m back from 11 intense days, consisting of 2 marketing / media projects and experiencing Spanish culture.

The first project took place in Barcelona where we (around 30 marketing and media students & practitioners) discussed the role of new media, marketing and public relations and how to integrate it into future projects and NGO work. Since the day temperature Barcelona was around 22 degrees, we had a quite good time there.

The second project had the name YANG Debate, was hosted by the Fundación Galicia Europa in Santiago de Compostella and had over 90 students and professionals as participants. I was mostly involved in discussing ideas and plans on how to improve the communication policies of the European Parliament and how to use “Mass Media” and other PR-Tools in order to spread subjects like European values and identities into different communities (no matter which field – Business or Politics, effective communication is the key if you want to reach people minds).

Here is the description of the Yang Project:

The YANG project is organized within the framework of the
European program "Europe for Citizens", in order to obtain the contribution of young Europeans on the nature and form that the European Union should adopt, in a moment in which Europe must redefine itself to confront the challenges of a more and more interconnected world.

The accomplishment of this project, that will be developed through a simulation of an European Parliament, precise of young motivated people interested in the European subjects and policies.

Guideline - Elements of successful Word of Mouth / Viral Marketing

In this entry I will describe some of the aspects and elements that are necessary for successful word of mouth marketing.

Market research: What kind of word of mouth already exists about my company and products? What do customers and consumers say about my products, services and brands?

Reactive Management: Which of my customers are spreading negative word of mouth / talk negative about my products and brands? Why? What do I have to do in order to surprise my clients and customers so they transform there negative word of mouth into positive word of mouth?

Product policy: Which of my products have potential for creating word of mouth by themselves? How can I support and enhance this potential?

Communication policy: Does my communication have viral potential – do my messages spread from customer to customer? Do I use certain elements my advertising and communication that customers like to forward to each other and talk about? Is it easy for customers to send my marketing materials to other customers? Can Customers easily download and forward my advertising (posters, videos, audios, games….)? Do I incorporate the psychological elements of successful communication into my PR and advertising?

Customer Relationship Management: Do I know my satisfied customers? Do I know my most influential customers? Do I know, which opinions influence my market? Do I try to reach and bind these customers to my company?

Controlling: How to I measure the success of my activities? How can I recognize if word of mouth is improving or not? Do I know the Net Promoter Score (very important figure) of my company, my products and services? How can I improve my Net Promoter Score?

The Top 40 Headlines ever written

Since the use of Direct Mail is still (or maybe even more) a vital part of today’s traditional marketing methods – the Headline of a (News) letter plays an vital part for the customers decision whether to read or to dismiss a sales letter.

For that purpose I researched the top 100 Headlines ever written in some popular marketing books and will share the top 40 with you.

1. THE SECRET OF MAKING PEOPLE LIKE YOU
2. A LITTLE MISTAKE THAT COST A FARMER $3,000 A YEAR
3. ADVICE TO WIVES WHOSE HUSBANDS DON'T SAVE MONEY BY A WIFE
4. THE CHILD WHO WON THE HEARTS OF ALL
5. ARE YOU EVER TONGUE-TIED AT A PARTY?
6. HOW A NEW DISCOVERY MADE A PLAIN GIRL BEAUTIFUL
7. HOW TO WIN FRIENDS AND INFLUENCE PEOPLE
8. THE LAST TWO HOURS ARE THE LONGEST AND THOSE ARE THE TWO HOURS YOU SAVE
9. WHO ELSE WANTS A SCREEN STAR FIGURE?
10. DO YOU MAKE THESE MISTAKES IN ENGLISH?
1 l.WHY SOME FOODS "EXPLODE" IN YOUR STOMACH
12. HANDS THAT LOOK LOVELIER IN 24 HOURS OR YOUR MONEY BACK
13. YOU CAN LAUGH AT MONEY WORRIES IF YOU FOLLOW THIS SIMPLE PLAN
14.WHY SOME PEOPLE ALMOST ALWAYS MAKE MONEY IN THE STOCK MARKET
15. WHEN DOCTORS "FEEL ROTTEN" THIS IS WHAT THEY DO
16.IT SEEMS INCREDIBLE THAT YOU CAN OFFER THESE SIGNED ORIGINAL
ETCHINGS FOR ONLY $5 EACH
17.FIVE FAMILIAR SKIN TROUBLES WHICH DO YOU WANT TO OVERCOME?
18.WHICH OF THESE $2.50 TO $5 BEST SELLERS DO YOU WANT
FOR ONLY $1 EACH?
19. WHO EVER HEARD OF A WOMAN LOSING WEIGHT AND ENJOYING 3
DELICIOUS MEALS AT THE SAME TIME?
20.HOW I IMPROVED MY MEMORY IN ONE EVENING
21 .DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SALARY
22. DOCTORS PROVE TWO OUT OF THREE WOMEN CAN HAVE MORE BEAUTIFUL
SKIN IN 14 DAYS.
23.HOW I MADE A FORTUNE WITH A "FOOL IDEA"
24.HOW OFTEN DO YOU HEAR YOURSELF SAYING: "NO, I HAVEN'T READ IT: I'VE
BEEN MEANING TO!"
25.THOUSANDS HAVE THIS PRICELESS GIFT BUT NEVER DISCOVER IT!
26. WHOSE FAULT WHEN CHILDREN DISOBEY?
27.HOW A "FOOL STUNT" MADE ME A STAR SALESMAN
28.HAVE YOU THESE SYMPTOMS OF NERVE EXHAUSTION?
29.GUARANTEED TO GO THROUGH ICE, MUD OR SNOW OR WE PAY THE TOW!
30.HAVE YOU A "WORRY" STOCK?
31. HOW A NEW KIND OF CLAY IMPROVED MY COMPLEXION IN 30 MINUTES.
32.161 NEW WAYS TO A MAN'S HEART IN THIS FASCINATING BOOK FOR COOKS.
33.PROFITS THAT LIE HIDDEN IN YOUR FARM.
34.IS THE LIFE OF A CHILD WORTH $1 TO YOU?
35.EVERYWHERE WOMEN ARE RAVING ABOUT THIS AMAZING NEW SHAMPOO.
36.DID YOU DO ANY OF THESE TEN EMBARRASSING THINGS?
37.SIX TYPES OF INVESTORS WHICH GROUP ARE YOU IN?
38.HOW TO TAKE OUT STAINS ... USE (PRODUCT NAME) AND FOLLOW THESE EASY
INSTRUCTIONS.
39.TODAY ... ADD $10,000 TO YOUR ESTATE FOR THE PRICE OF A NEW HAT
40.DOES YOUR CHILD EVER EMBARRASS YOU?