Underdog Advertising: Proven Principles to Compete and Win Against Giants in Any Industry

Paul Flower's UNDERDOG ADVERTISING is a gem for every small business owner. I especially appreciate Mr. Flower's honesty throughout this book, particular in the anecdote he shares in his introduction, where he reveals how he and his partners realized (to their horror, no doubt) that they themselves had "...fallen into the trap of copying what our bigger competitors ... did--the same trap we were warning our clients to avoid." It takes guts to be honest in marketing, and Mr. Flower's has guts ... in spades. His recognition of David (of David/Goliath fame) as the archetypal underdog is brilliant, and Mr. Flowers uses the David/Goliath metaphor as a touch-stone throughout the book. BTW, much of the Underdog Advertising philosophy seems to be very much in keeping with the philosophy of the non-violent martial art of Aikido. Mr. Flower's Ten Principles of Underdog Advertising are worth the cost of the book alone (for myself, I'm continually working on the last one - #10. Have Patience). Kudos to Mr. Flowers for his discussion of psychographics for in the chapter on "Know Your Prospect". (I continue to be amazed at the marketing books that I read that stress demographics without ever mentioning psychographics). Finally, when approached with an open mind, the appendix of the Underdog Advertising Workbook can provide you with a wealth of information for improving your brand. My copy of Underdog Advertising is full of highlighted passages and notes in the margin. I'm planning on implementing these strategies over the next six month. I can think of no higher praise to give a book.

As a very small business owner, I read tons of marketing and business books. This is one of the best I've read. First of all, I love the cover. To me, it conveys the concept of underdog advertising perfectly. I thought the book was well organized and followed the "tell them what you're going to tell them, tell them, then tell them what you told them" format in a way that was reinforcing and not overly repetitive. I'm very visual, so I particularly enjoyed his many word selections that evoked imagery. Statements like "If your marketing and advertising do not leave your palms a bit sweaty, you are not taking enough risk" and "overwhelm the few" made his meaning crystal clear. Some of the points I found most helpful include his definition of risk capital (how bold you can afford to make your marketing actions without running the risk of damaging your business) and the important difference between strategy and execution. Several times in the book he urged us to do an excercise now, because we probably would not come back to it later. How true that is, especially for a small business owner. The "needs" grid and explanation was especially helpful to me in clarifying what specific needs my service addresses. Sometimes in small business you think you can satisfy all needs of all people, and without identifying your specific focus, you just spin your wheels. The "Select Your Battlefield" chapter was great, as was "Focus, Focus, Focus." One of the points that really jumped out at me is you have to reduce your market focus down to the size you can afford to look BIG to. The "Lessons from a Junkyard Dog" chapter, with real-life, wildly successful examples of underdog advertising, were not only inspiring, but got my wheels turning. Well worth the time to read AND work through the exercises. Taking action is what makes it work!

The book is clearly and cleanly written. Some marketing books spend so much time creating their own jargon, you have a hard time following what is being said. The best thing about this book is that is makes you stop and think. Business owners tend to get into a marketing mode and just following a program, but never really take time to look at their particular business. They assume that because they are unsure of what will work, they have to try a little of everything and see what sticks. His chapter on strategy before execution is really good. Taking time to see what your competitors are saying could be the key to taking control of your market. You will use this book often as you adjust your marketing program to give you the greatest return on your investment. A good read, a good job by Flowers.

Underdog Advertising is a clever, practical book on how to get your message across when your budget is limited but your thinking isn't. The author's writing style is a simple "just the facts" approach but loaded with good examples of successful ad campaigns and a fresh approach on why they worked. The book shows how to make strategy an underdog's best friend!

First, some good news. According to Jack Welch when explaining why he admires small companies: "For one, they communicate better. Without the din and prattle of bureaucracy, people listen as well as talk; and since there are fewer of them they generally know and understand each other. Second, small companies move faster. They know the penalties for hesitation in the marketplace. Third, in small companies, with fewer layers and less camouflage, the leaders show up very clearly on the screen. Their performance and its impact are clear to everyone. And, finally, smaller companies waste less. They spend less time in endless reviews and approvals and politics and paper drills. They have fewer people; therefore they can only do the important things. Their people are free to direct their energy and attention toward the marketplace rather than fighting bureaucracy." Next, some bad news. According to Michael Gerber in E-Myth Mastery: ""Of the 1 million U.S. small businesses started this year [2005], more than 80% of them will be out of business within 5 years and 96% will have closed their doors before their 10th birthday." These are indeed chilling statistics. Now some good news. Paul Flowers has written a book in which he identifies and discusses what he calls "Underdog Advertising Principles." If applied effectively, they can help any organization (regardless of size or nature) to compete effectively. Several years ago, in Only the Paranoid Survive, Andrew Grove stressed the importance of taking nothing and no one for granted, for being constantly alert to -- and being fully prepared for -- potentially dangerous threats. Flowers agrees. While brilliantly invoking the David & Goliath metaphor, he suggests all manner of strategies and tactics by which to prevail against an opponent who has superior resources. It is worth noting that David did not engage Goliath in a wrestling match. The relevance and value of the Ten Principles of Underdog Advertising really aren't limited to advertising, per se, and none of them is a head-snapper. Be Contrary, for example, and Strategy Before Execution. Indeed, much of the material which Flowers uses to illustrate these principles is from frequently cited sources such as The Bible (1 Samuel 17), Sun Tzu's The Art of War, and Carl Von Clausewitz's On War. Why are individuals, groups, and indeed entire organizations considered to be "underdogs"? Because, in one way or another, they must compete with "overdogs" who possess certain advantages such as having deeper pockets, higher levels of public recognition, more powerful allies, etc. We cheer for underdogs to "win" in films such as Hoosiers, Remember the Titans, Rudy, and Victory. In the business world, however, many underdogs struggle just to survive. There are several reasons why I hold this book in such high regard. Here are three. First, Flowers immediately establishes a personal rapport with his reader. The narrative reads as if he were having a direct, almos