A summary of things you should know about Moving Targets according to Gabriel Aluisy:

Introduction

In this episode Gabriel Aluisy shares his book, Moving Targets where he helps you understand why people buy and teaches you how to get more personal with customer buying decisions.

In his book, Aluisy offers you some really simple action steps that anyone can implement in their business and start getting immediate results. The goal is to show you how to shift the brand culture to gain more customers and followers.

This book is perfect for entrepreneurs and marketing professionals who are having trouble understanding and generating quality customers and leads.

The Book’s Unique Quality (3:21)

First, it’s current and up to date. Second, my book offers you some really simple action steps that anyone can implement in their business and start getting immediate results. I wrote the book so you can pick it up from anywhere; it’s not something you have to read from cover to cover. Lastly, I interviewed some amazing experts and there are stories in this book that make it worth buying or reading just for that fact.

The Reader’s Takeaway (11:35)

I can sum it up in two words…Get personal. Entrepreneurs and marketing professionals have to understand that buying decisions don’t take place in the logical side of the brain anymore these days; purchases are made from the emotional side. In today’s world people buy because of the connection they feel to the brand. It’s getting that personal connection which I think is the biggest takeaway from this book.

A Deep Dive Into The Book (6:36)

The book starts off with a personal story of how I created my first Gmail account. Gmail did something incredible and it’s sort of a teaser which you find out later in the book.

Chapter one is called On Demand All the Time and talks about how we are living in this on demand fast pace society where consumers are consuming media at an exponentially increasing pace. I will teach you how your brand can keep up and serve this need. It also talks about the lack of personal environment we have. There are less and less conversations and more people staring down at their smart phones.

It moves on to my favorite part of the book where we talk about internal core values; why companies like Google have a set of values on their website that all their employees subscribe to. There is a reason that these companies do that and it’s building the brand experience for the consumer. I also interviewed some phycologist on how a brand creates an emotional connection with a consumer of their product or service.

Next we talk about competing on value, not on price and how to actually create those value brand assets. I wanted to give some real life examples and advice on how you create a conversation with your customers in this impersonal world that we live in.

We also talk about speaking your customer’s language which then gets into niching your brand. The brands I’ve seen succeed are the ones that focus their message to a specific person. So they don’t talk to everyone, they talk to somebody and they use that language very specifically.

Since I have a design background I get into some really specific things that you as an entrepreneur or someone who is working in a marketing department can take and see what you’re doing from your advertisements, logos and collateral marketing materials.

We talk about gamification and how companies can use this to build more customers and to also engage their staff. This book isn’t just about getting customers it’s also about building the company culture. I interviewed a guy who created a brand where they use college kids to promote other brands via social media.

At the end of the book we talk about a really specific set of grading; how to know if your brand is actually performing at its peck and I give you a report card where people can take an outside perspective of their brand and see if they are doing it right.

NOTE: That was just a summary. To get the full deep dive, play the audio clip at 06:36

Notable Quotes From The Book (14:33)

“A good logo can be drawn by an eight year old from memory.” – Gabriel Aluisy

The Credibility/Inspiration Of The Author (0:37)

I design and develop marketing campaigns for country clubs, yacht clubs and luxury lifestyle brands. I have a company called Shake Creative in Tampa Florida which is a trusted local partner of some of the nation’s largest country club networks. We service their Tampa Bay clubs and others around the country with award winning design and our target marketing strategies.

It was inspired by some of the great brand experiences I’ve had and even some of the local brands here in Tamp that I’ve come across. The flip side of that is it’s inspired by the horrible brand experiences that I’ve had. I’m also really inspired by the shift that’s taking place in the last few years with a very on demand society. We have created this very impersonal world so I wanted to do my part to show entrepreneurs how to shift the brand culture to gain more customers and followers.

Other Books Recommended By The Author (15:45)

The Tipping Point by Malcolm Gladwell

More Information About This Book and The Author

Buy Moving Targets by Gabriel Aluisy on Amazon today
Visit Aluisy.com to learn more about Gabriel, his book, and blog
Follow Gabriel Aluisy on Twitter

More Information About This Episode

Download the full transcript here (coming soon)

Listen on iTunes, Stitcher , and SoundCloud

Related books:
Lean Branding by Laura Busche
Traction: A Startup Guide to Getting Customers by Justin Mares and Gabriel Weinberg
Do It! Marketing by David Newman

Relevant advice and tips:
5 Simple Ways Entrepreneurs Can Attract Customers
5 Mistakes Entrepreneurs Make With Marketing and Branding

What did you like and not like about this episode? Fill out this one minute survey here.

What do you think about Gabriel Aluisy’s book, Moving Targets? Share your review in the comments below:

Share this

Wade Danielson

Wade is a 4-time serial entrepreneur and is the Founder/Host of The Entrepreneurs Library. With a long time passion for reading books, Wade created an online resource and podcast for entrepreneurs who love to read personal and business development books. His long-term goal in life is to start an entrepreneurial home schooling program for children of business-minded families.