The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters) - Hardcover

Über die Autorin bzw. den Autor

ERIKA NAPOLETANO was never the prom queen, but that’s never stopped her from doing whatever the hell she set her mind to. She’s the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she’s also a columnist for Entrepreneur magazine and was recognized by both the Denver Post and 5280 magazine as one of Colorado’s top Twitter personalities.

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Praise for The Power of Unpopular

"Being popular may get you elected to public office, but if you want to be successful in business, you need to understand the power of being unpopular. Erika Napoletano clearly and cleverly lays out the path to unpopularity, a critical new paradigm for business success."
Carol Roth, Business strategist and New York Times bestselling author of The Entrepreneur Equation

"The dreaded 'unpopular.' Why the hell do we accord it all manner of awfulness? Whoever convinced us that popular = good / unpopular = bad, majority rules, end-of-story anyhow? In business, or in your personal life, it's finding YOUR right people that matters. That's inbound marketing at its best. Figure out whom you serve and what you do for them, and paltry issues like competition basically disappear! When you're unpopular with all of the right people the ones who don't want, need, or understand what you have to offer the ones who fall in love with you will eventually show up at your door. In her hilarious, witty, read-out-loud-to-your-friends prose, Erika is that idyllic best friend you can rely on to slap you back into a reality that 'they' never told you about."
Laura Fitton (@pistachio), Inbound Marketing Evangelist at HubSpot and coauthor of Twitter for Dummies

"A brilliant concept, powerfully delivered. I've already ordered six copies for my closest friends."
Seth Godin, author of We Are All Weird

Aus dem Klappentext

Being popular sucks.

Somewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history from corporate behemoths to your neighborhood coffee shop is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn't it time to rethink "unpopular"? In The Power of Unpopular, you'll discover what the world's greatest innovators have always known: popular is the last thing you ever want to build a business to be.

Stop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. The Power of Unpopular simply and bluntly explains concepts that you can immediately graft onto your existing business strategies:

• Discover your brand personality and explore what you gain from taking a stand

• Find the people who will benefit from what you have to offer, and then tell them a story that they want to hear

• Become an approachable brand that invites conversation and a high level of customer input

• Build your community and get your brand shared

• Scale your brand in a way that ensures that it will survive its own growth

• Understand profitability in both financial and emotional terms

Featuring real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer and lets you tell all the naysayers to shove it.

Change the way you do business and live your life become unpopular.