ryan bilodeau

If it were no longer the case that good marketing was able to overcome the market barriers posed by big companies, then an entire generation of entrepreneurs would forfeit their dreams and America as we know it would cease to exist. The reality is that today’s successes are not guaranteed when the sun next rises. And so my hope for this book is to present a new take on an old endeavor that is necessary now more than ever: growing one's small business by leveraging human psychology to create marketing campaigns that translate into the attainment of real income. Let’s face it - all around us small businesses with poor methods of advertising are losing customers to larger businesses with better marketing and higher name recognition. In spite of this sad reality, the good news that remains is this: the free market and its invisible hand don’t need to push you out of town. Marketing that is strategic, effective, and efficient can become the hand that reaches out and reclaims old customers. Fortunately, there is no more valuable form of capital than a good idea. So what I am proposing for those local bakers, mechanics, and donut shop owners who are reading this book is one idea in particular that I think will help you, namely the leveraging of human psychology in your attempts to understand how to market more effectively to potential customers. In this book, I focus on four specific human qualities that render people more likely to buy a product. These realities should be considered, I argue, when marketing one's product to the masses, namely the fact that people are inattentive, trendy, needy, and tribal.