Never Eat Alone/Ferrazzi 83-85

84 When you mention someone both of you have in common, all of a sudden the person you’re calling has an obligation not only to you but also to the friend or associate you just mentioned.

Acquiring a reference or institution to draft off of is only the starting point.

…you’ll need to be prepared to deliver a high-value proposition.

…What can you do for them?

85 Talk a little, say a lot. Make it quick, convenient, and definitive.

..impart both a sense of urgency and a sense of convenience.

It is a dialogue, not a scripted monologue. Even my fifteen-second intro above left time for the yes, etc.

Don’t ever talk at someone. Give them time to come along with you.

The Tipping Point/Gladwell 146-160

150 The Power of Context is an environmental argument. It says that behavior is a function of social context.

154 …there are specific situations so powerful that thy can overwhelm our inherent predispositions.

155 …there are certain times and places and conditions when much of that can be swept away, that there are instances where you can take normal people from good schools and happy families and good neighborhoods and powerfully affect their behavior merely by changing the immediate details of their situation.

160…human beings invariably make the mistake of overestimating the importance of fundamental character traits and underestimating the importance of the situation and context. We will always reach for a dispositional explanation for events, as opposed to a contextual explanation.

All Marketers Are Liars 46-53

47 As a marketer, you can no longer force people to pay attention.

48 People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced.

Venacular you use become astonishingly important. The words, colors, typeface, images, media, packaging, pricing—all the ways you can possibly color your story—become far more important than the story itself.

51 Well the difference between early adopters and the mass market is actually one of worldview with a different name.

Crossing the Chasm. A big part of succeeding with stories is realizing that so many categories work the same way. The mistake is to assume that there’s only one product adoption life cycle curve, that the only worldview that matters is a person’s likelihood to accept a new technology.
53 A world view is the lens used to look at every decision a person is asked to make.

The Anatomy of Buzz/Rosen 213-214

Six Rules About Ads and Buzz 4 of 6

1. Keep It Simple---The message needs to be simple in order for people to pass it on. Use Simple Language. Across clusters—when your advertising is trying to appeal to several areas in the networks, make sure all area can understand your message.
2. Tell Use What’s New—Fluff doesn’t travel well in networks.
3. Don’t Make Claims You Can’t Support.
4. Ask Your Customers to Articulate What’s Special About Your Product or Service.

The Tipping Point/Gladwell 95-146

98 And once the advice became practical and personal, it became memorable.

99 The information age has created a stickiness problem.

132 The of the Few says that there are exceptional people out there who are capable of starting epidemics. All you have to do is find them. The lesson of stickiness is the same. There is a simple way to package information that, under the right circumstances, can make it irresistible. All you have to do is find it.

139 the Power of Context.

Stickiness, suggesting that in order to be capable of sparking epidemics, ideas have to be memorable and move us to action.

146 Broken Windows theory and the Power of Context are one and the same. They are both based on the premise that an epidemic can be reversed, can be tipped, by tinkering with the smallest details of the immediate environment.

All Marketers Are Liars/Godin 41-46

42 Speaking respectfully to a person’s worldview is the price of entry to get their attention.

A frame is your first step in telling a persuasive story.

…I believe the best marketing stories are told (and sold) with frames but ultimately spread to people who are open to being convinced of something brand-new.

44 You’re more likely to succeed as long as you avoid winner-take-all contests.

It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.

46 Four things make General Mills’ response (to Atkins) likely to work: First, they did it quickly, so they stood out by being first. Second, the cereal still tastes great. And third, they leveraged the stories that have worked for so long (“magically delicious!) to give the new story weight. Finally, and the most important, the new frame they are hanging around their old brands will find a large audience that shares the low-carb worldview

The Anatomy of Buzz/Rosen 211-213

212 The testimonials were highly credible because they were customers.

Anytime you’re using a borrowed interest, whether it’s from a celebrity or from an idea that is not intrinsic to your product or your company, they you have to be aware there’s a good chance that the consumer is going to see this as an overt attempt to sell him something.

213 Celebrities definitely draw our attention and can prompt us to imitate their behavior. But their appearance usually doesn’t simulate word of mouth the way an authentic testimonial ad from average folks can do.

Can Advertising Kill Buzz?
213 Because advertising can also kill buzz when people feel that someone is shoving the message down their throats

Never Eat Alone/Ferrazzi 81-83

82 At no point do you want your interactions to become strained. Creating and maintaining a sense of optimism and gentle pressure around the appointment is all part of the dance.

Warm Calling 1) Convey credibility by mentioning a familiar person or institution 2) State your value proposition 3) Impart urgency and convenience by being prepared to do whatever it takes to meet the other person on his own terms. 4) Be prepared to offer a compromise that secures a definite follow-up at a minimum.

83 Credibility is the first thing you want to establish in any interaction, and ultimately, no one will by from you unless you establish trust. Having a mutual friend or even acquaintance will immediately make you stand out from the other anonymous individuals vying for a piece of someone’s time.