The Power Of Unpopular – Book Review And How To Win A FREE Copy

The Power of Unpopular by Erika Napoletano The other day I finally gave in and stopped at this place near Colorado Blvd in Pasadena. It’s a tiny shop that sells hotdogs and sodas. I’ve been driving by for years looking at masses of people wait outside in line. You’d immediately assume the hotdogs are pretty damn awesome.

Truth is I get tired just looking at the line, I’m not about to spend an hour waiting for a stupid hotdog. But I had to at some point. So I did. The hotdogs have this very particular and horrible taste. So I asked. It’s the “secret sauce” the waiter proudly responded with a smile on his face thinking I can’t get enough of it. I could barely keep it in my mouth.

It’s “secret”, they’re not gonna tell me what’s in it. Frankly I just wanted to avoid putting those ingredients together in the future, you know, by accident.

I first thought about all the poor people waiting outside to finally get this crap. Wrong, they have been here before. They’re back because they love it and can’t get enough of it.

I just happen to be outside of their selected group of raving fans, which by the way are enough to make a line outside on the sidewalk for an hour… at any given time.

Isn’t that what we all dream about when we start a business? Or when you put yourself in the public on a blog like this? To have something special that some people love to consume?

The Power of Unpopular

I was lucky enough to get an early copy of Erika Napoletano’s new book “The Power of Unpopular: A guide to building your brand for the audience who will love you (And why no one else matters)” (aff link) and I wanted to share a few thoughts with you.

That is exactly what the book is about, finding your business’ secret sauce that a group of people absolutely loves and not worrying about the rest, the ones that will never consume your products or services.

Without giving any of the juicy stuff away, I’ll say The Power of Unpopular takes you on a delicious ride that includes:

  • Identifying your audience – An exercise that starts by isolating who your audience is not, who will never by your product and finally arriving to your ideal prospect
  • Developing a personality – How to turn your business into a human brand and the emotional and practical aspects of that personality. As I always say in this blog, people like to do business with people
  • Becoming an approachable brand – Erika uses a concept she calls “The Welcome Mat” to create a culture of “we’re here and we’re listening to you” to truly establish a 2-way communication with your audience, to tell a story and create response mechanisms
  • Build a shareable brand – People love sharing awesome. You need to identify hardcore fans and enable them to become brand advocates and help you spread your message
  • Scalability – How to build a foundation that is solid enough to grow but still keep under control. You build a business to a certain point but then you need your team and your audience to take it from there
  • And how to build a profitable brand – Probably where we make the biggest mistakes in business. The time you put into your business for example, is often something we assume and have no control of it

What I love about the book

The Power of Unpopular by Erika Napoletano The book has a great set of case studies, we are used to reading about how brands do this and that and there is a total disconnection with the reader, since we’re usually small business. Not the case with Erika, the book presents some pretty cool examples of real people and businesses we can immediately relate to.

The book is truly an entrepreneurship guide for this time, it reflects a new culture that understands branding, marketing and overall communications from the heart of business. I’d not only recommend it to startups but also if you’ve been running a dinosaur for a business, this is how shit is done today.

I’ll admit this is an easy choice of a book for me. Erika Napoletano is one of the few individuals I religiously read week after week online. Straightforward. Edgy. Bold. Unfiltered. 0% Bullshit. And while the book is a bit more SFW, I’m happy to see her voice has been successfully translated into the book.

The book officially launches on 3/11 at SXSW Interactive, in case you’re planning to be around.

The kindle version is already available if you prefer a digital format, you can order here. Or you can pre-order the book here (both affiliate links).

Win a FREE Copy

As promised, we’ll be giving away 2 copies of The Power of Unpopular here at SocialMouths. All you have to do is send out the following tweet:

The Power of Unpopular – Book Review And How To Win A FREE Copy @socialmouths http://bit.ly/unpopularbook #unpopular

Copy the tweet exactly as it reads (don’t forget the hashtag). We’ll get all the tweets together and randomly pick two winners. Tweets are valid until next Wednesday March 7 when we cut off and I’ll announce the 2 winners here on Friday March 9. Cool?

The copies will be mailed as soon as the book hits stores in a couple weeks.

So go ahead, tweet away!

UPDATE

The winners for the 2 FREE copies of  The Power of Unpopular are…

** Winners please contact me at francisco[at]socialmouths.com and provide me with the following: 1) Do you prefer to get the book in the mail or a digital version? and 2) Your address to mail the book.

Congratulations!

 

  • Brilliant. I love the title and how the concept reverses the notion that you have to be popular in the eyes of the masses to succeed in business and in life. Eventually, you will become popular when you build a strong brand that stands the test of time…but I agree that the key in the beginning is to focus on developing who YOU are, what your message is, and the small group who you can help the most effectively with your natural talents. Clearly, a group of raving and loyal fans will carry your message further and more passionately, than millions of people who think you’re ‘blah’ 😛 Thanks for sharing Francisco 🙂

  • Thank YOU, Jomo, for the kind words! And this? I love this: ” the key in the beginning is to focus on developing who YOU are, what your message is, and the small group who you can help the most effectively with your natural talents” 

    Amen, good sir.

  • I have been SO excited about this book for so long and I can’t wait to get my hands on it. Thanks for the awesome review. 🙂 

  • Done and Done … excellent companion piece to Vaynerchuck’s “Thank You Economy” which I just finished.  Cheers!

  • Well, THAT is putting me in some damn fine company…so thank you!

  • Thanks for the kind words, Morgan — and I’m thanking Francisco for the awesome review as well…good to see you here!

  • Elizabeth

    I love this concept.  I think we all want to be able to say “you like me, you really like me,” that we lose sight of what’s important.  This looks like a good read – I’m adding it to my “must have” list.  Thanks!

  • Erika is one impressive lady. I met her in NYC last year and not only is she an incredibly witty and gutsy writer, but she’s even more kind and cordial in person.

    Thanks for shining a light on the book Francisco!

    Marcus

  • I’m sure you’re gonna love the book Marcus.

    Thanks for stopping by!

  • Thank you, Marcus! Great to see you and I appreciate the kind words. Will you be at BWE or SXSW this year?

  • Excellent. Glad to hear it, Elizabeth. And yeah — the right people? They’ll like us. Once we get the other people out of the way 🙂

  • Done. Tweeted. Thanks for the review. This looks pretty cool.

  • How could I NOT tweet this??? Love the work that both of you do 🙂 

  • Great Post. will be looking for the book on amazon.com soon. Thanks for a good read.

  • Excellent! And thank you…glad you stopped by 🙂

  • Awwww, shucks, Sandy! THANK YOU. I’m a big fan of Francisco’s as well 🙂

  • Cheer, Brandon — hope you win! Thanks for spreading the word about the book 🙂

  • Sounds great, Francisco. Off to tweet–again!

  • So what do you think of the new changes? How are you planning to use all those new features?

  • Frankly I just wanted to avoid putting those ingredients together in the future, you know, by accident.

  • I’ve been driving by for years looking at masses of people wait outside in line.

  • It’s a tiny shop that sells hotdogs and sodas.

  • You’d immediately assume the hotdogs are pretty damn awesome.

  • It’s “secret”, they’re not gonna tell me what’s in it. Frankly I just
    wanted to avoid putting those ingredients together in the future, you
    know, by accident.
     

  • It’s “secret”, they’re not gonna tell me what’s in it. Frankly I just
    wanted to avoid putting those ingredients together in the future, you
    know, by accident.
     

  • They’re back because they love it and can’t get enough of it.

  • So I asked. It’s the “secret sauce” the waiter proudly responded with a
    smile on his face thinking I can’t get enough of it. I could barely keep
    it in my mouth.
    http://www.naturalbreastnc.com/