Shiny Objects Marketing, written by David LaBonte and published by John Wiley and Sons is a milestone achievement in the evolution of marketing. This book will change how you approach marketing, whether it’s a brand, product, service or even yourself, forever.

During the industrial revolution, marketers focused on the features of the new and exciting products coming onto the landscape. Every innovative wiz-bang invention was loaded with new features. The newness of these features was the overall enticement of the products. Then, in the 1950’s, the focus changed to the benefits. Sell the sizzle, not the steak. The idea was to figure out what it was about the features that provided a benefit to the customer. Shiny Objects Marketing takes this evolution to its next step. Instead of focusing on benefits, Shiny Objects Marketing goes to the next layer and appeals to basic human needs.

Shiny objects are those things we can’t help but be attracted to. Like a child drawn to a shiny new toy, some things simply demand our attention. Shiny Objects Marketing takes this principle to heart and uses it to turn regular brands into irresistible shiny objects. The book shows readers what makes a shiny object—it grabs attention, drives curiosity, demands to be touched, and ultimately demands to be bought. After explaining the concept, Shiny Objects Marketing shows readers how to find out what their customers will respond to and uses case studies and examples, as well as interviews with marketers, to show how the technique works in the real world.