Personality Not Included: The Book Behind The Personality Project

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Why Personality Matters The True Story Of The Book Behind The Personality Project www.readpni.com
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    17-Oct-2014
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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.

Transcript of Personality Not Included: The Book Behind The Personality Project

Page 1: Personality Not Included: The Book Behind The Personality Project

Why Personality

MattersThe True Story

Of The Book BehindThe Personality Project

www.readpni.com

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This is me. This is one of those

Cirque du Soleil

guys (not me).

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I work at a marketing

agency called Ogilvy. We have

trendy

chairs.

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My day job is helping clients to stand out in a crowded space.

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This is the story of my book.

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It is about why your business needs a personality.

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It isalso why people love usingthis.

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Or shopping

here.http://www.flickr.com/photos/littlerottenrobin/2892647257/

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It’s why they spend $800 onone of these.

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And what makes people (and ducks) who work here …

http://www.flickr.com/photos/yodelanecdotal/1449868160/

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Much happier than people

who work here.

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Personality is the real secret to succeeding in the new business world.

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To understand why, let’s look at the

3 Big Mythsof marketing today.

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Your Bottom Line

Is About Selling.

#1

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False! Anyone can

sell anything … in the

short term.

Image of Jesus on Grilled Cheese sandwich, sold on eBay for $28,000

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The real challenge is to sell something people can’t help

talking about.

The “legendary notebook of Picasso and Hemingway”

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People ignore marketing messages#2

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They only ignore irrelevant messages you arerandomlyfiring atthem.

Wrong!

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But they love

useful marketing that answers a question or offers asolution.

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Having something

great to sell …

#3

is all that matters.

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Having something

great to sell …

… is only half of your battle!

#3

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is only the first step.

A great product …

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Consumers want

P.S. -

Flowers are authentic.

Authenticity

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And they have the power to demand it.

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Being faceless doesn’t work … anymore.

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Unfortunately, most companies are faceless because they hide their

personality.

Is this you?

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For example, many create an “Employee Silencing Policy”to intentionally keep theirbest voicessilent.

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Or focus too much on how people should use a logo …

This is what typical brand guidelines look like.

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Instead of letting others

“own”

your brand and

inspiring them to believe in it

(something Obama knew).

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Doing this takes more than

a great logo, or a shiny new

blog, or a viral video or having

a Facebook group.

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Those are not the answer, they’re just

tools.

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Personality is the answer.Want to know how your brand can get one?

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Personality is the unique, authentic, and talkable

soul of your brand that people can get passionate

about. ”

(pûr'sə-nāl'ĭ-tē)

First, you’ll need a definition …

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So how do you use

yours?

There are sixsteps.

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Help your employees

be

individuals instead of

faceless people.

#1

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Embrace your accidental

spokespeople.

That’s Jared from Subway.

#2

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Use the “UAT”

Filter

Is it Unique?

Is it Authentic?

Is it Talkable?

Personality

#3

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Craft a backstory

people can believe.

#4

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Conquer the4 fear-based barriers to personality.

1. Success –

”What we’re doing is already working.”

2. Uncertainty –

”We don’t know what will happen.”

3. Tradition –

”We have always done it this way.”

4. Precedent –

”No one else is doing it that way.”

#5

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Use your personality moments.#6

This bank has its own caféto connect with theircustomers.

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Those six steps are explainedin the firstsix chaptersof the book.

Then comes Part II…

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Part II has action guides

to help you implement

every idea from Part I.

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There are “tabs”

so

you can easily go from a chapter to an action guide.

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When you put it all together, what makes this book

differentis that it’s

Entertaining + Useful

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Entertaining

because there are over 100 real life examples:

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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.

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Or the tale of a small shop owner in Austin who decided to

open his own museum.

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Or how anairline is redefining the US domestic flight experience.

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And how the death of Superman killed the comic book industry.

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These examples(and dozens more)

tell the story of why personality matters.

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And it is

useful

because you can read it quickly and put the ideas to work for

your business.

Read Page

To Find Out

How

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The point is, this is not a book that will gather dust on your bookshelf.

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Besides me, lots of others will also tell you this book is worth your time …

Selected from 1500 entries as 1 of theBest Business Books Of 2008.

“A must-read social business book.”

And hundreds more positive reviews from around the world …

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There are also a few translated versions available …

COMING 2009:

SpanishRussian

ThaiPolish

Chinese Taiwanese

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Most importantly, businesses of all sizes are actively

using personality …

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What have they all discovered?

Personality Matters.

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Are you readyto see what personalitycould do foryour business?

Download An Exclusive Sample Chapter:www.personalitynotincluded.com/excerpt

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It has received great reviews and won several awards …

Selected from 1500 entries as 1 of theBest Business Books Of 2008.

“Original content, served in a user-friendly manner.”

“I’ve bought this book 3 times (so far!)”

“A must-read social business book.”