A Browse Through My Bookshelf: Unconventional Wisdom and the Secrets of Counterintuitive Marketing

The power of unconventional marketing

Over the following six articles, I’m going to take you on a journey through the minds of three marketing legends: Eugene Schwartz, David Ogilvy, and Rory Sutherland.

These visionaries have shaped the marketing landscape with their unconventional wisdom, and I’m excited to share their insights with you. But this isn’t just a history lesson — we will explore how these timeless principles apply in today’s digital age, using a real-world example close to my heart: RAVE, our upcoming literary event.

So, what can you expect from this article series?

1. The power of desire: We’ll dive into Eugene Schwartz’s principle of amplifying existing desires. You’ll learn why creating new wants is an uphill battle and how tapping into what your audience already craves can skyrocket your success. We’ll look at how RAVE leverages readers’ existing passion for literature to create an irresistible event.
2. The long copy paradox: David Ogilvy famously said, “The more you tell, the more you sell.” We’ll explore why this counterintuitive idea works and how to apply it in an age of shrinking attention spans. You’ll see how RAVE uses detailed storytelling to build anticipation and drive ticket sales.
3. The magic of framing: Rory Sutherland, the modern wizard of behavioral economics, teaches us that how you present information is as crucial as the information itself. We’ll unpack this concept and show you how RAVE turns a simple ticket into a perceived goldmine of value.
4. Hidden benefits and the “reason why”: We’ll combine insights from Schwartz and Sutherland to uncover the power of unexpected perks and compelling narratives. You’ll learn how RAVE highlights surprising benefits to stand out in a crowded event market.
5. The power of social proof: Drawing from both Ogilvy and Sutherland, we’ll examine why the opinions of others matter so much in decision-making. You’ll discover how RAVE leverages author prestige to build credibility and desire.
6. Scarcity and exclusivity: In our final article, we’ll explore how limiting access can paradoxically increase demand. We’ll look at how RAVE’s tiered ticket system creates an aura of exclusivity that drives sales across all price points.

Throughout this series, we’ll use RAVE as our case study. You’ll get an inside look at our marketing strategies, from our initial $25 ticket offer (which includes $40 worth of books—intriguing, right?) to our exclusive $500 VIP experience. But more importantly, you’ll learn how to apply these principles to your own projects, whether you’re marketing a book, a business, or anything in between.

Here’s the best part: these aren’t just theoretical concepts. As we explore each principle, I’ll show you how we’re putting it into action with our Facebook, Instagram, and TikTok campaigns. You’ll see real examples of how we’re using genre-focused content to attract big-name authors and funnel interested readers to our squeeze page.

By the end of this series, you’ll have a toolkit of counterintuitive marketing strategies that can set your projects apart in a crowded marketplace. You’ll understand why sometimes the most effective marketing moves are the ones that seem to go against conventional wisdom.

So, are you ready to dive in? Keep an eye out for the next article, where we’ll explore the power of desire and how understanding your audience’s existing wants can transform your marketing approach.

Until then, I encourage you to think about your own marketing efforts. What conventional wisdom are you following that might benefit from a counterintuitive twist? And if you’re curious about RAVE (I hope you are!), feel free to check out our event page here. Who knows? You might just see some of these principles in action before we even discuss them.

P.S. Next week, we’ll dive deep into Eugene Schwartz’s principle of desire amplification. Ever wondered why some products seem to sell themselves? Stay tuned!