Marketing like a Peacock in the Land of Penguins

About the Book

What makes one company stand out from another in the marketplace and attract the attention—and dollars—of customers? The answer is marketing. You may have great products and services, but before people get a chance to use them, they have to learn about them. And it’s your job to make that happen. Marketing lets you establish your position in the marketplace. It allows you to create qualified sales leads so you can get your products and services into the hands of your target customers. And marketing enables you keep those customers and win new ones because it helps you stand out from the crowd in both the short and the long term. That’s what industry visionary Nadji Tehrani means when he talks about “marketing like a peacock in the land of penguins.” In his new book by that name, Tehrani writes, “The bottom line is, the peacock is different from the rest of the crowd. It stands above the rest with magnificent and attractive colors in the bland land of the penguins.” Tehrani goes on to explain, “If you truly want success in your positioning . . . you don’t want to be a me-too or a penguin. You want to be unique and position yourself as such. In short, you want to position yourself as a peacock in the land of penguins.” As Tehrani points out, people remember number 1, but no one remembers the also-rans. Businesses need to be bold in setting themselves apart from the crowd, and they need to effectively leverage marketing to do that and then do it again and again. “You must market every day, 365 days a year, 24 hours a day, 7 days a week,” says Tehrani, noting the rapidly changing environment in which businesses exist today. Marketing should come first at all organizations because it’s the number one source of success for all companies, new or old, says Tehrani. He should know because Tehrani is a communications, customer-experience, marketing, media, and telemarketing expert and thought leader. Tehrani is the founder and leader of Technology Marketing Corporation, which he established in 1972. In the 1980s, he was a pioneer in the call center and telemarketing arena, having founded Telemarketing magazine (which, over the years, was renamed Customer Interaction Solutions and then CUSTOMER magazine). Tehrani also has led numerous other industry efforts and coauthored the book Taking Your Customer Care to the Next Level. In his new book, Marketing like a Peacock in the Land of Penguins, Tehrani explains how to do marketing and how to do it right. He invites you to join him on this colorful and valuable journey.

About the Author

Telemarketing, call center and teleservices are an estimated $2 trillion market globally and they employ one billion people. Nadji Tehrani is credited with making teleservices and call centers America’s biggest growth business. He founded Technology Marketing Corp. in 1972, and a decade later he launched Telemarketing magazine – considered the “bible” in helping companies around the globe increase their sales, deliver superior Customer Care™, and build market share. In the years since, the magazine evolved to become Customer Interaction Solutions and now CUSTOMER magazine in a move to reflect the expanding role customer experience plays not just in the call center, but across all interaction channels and business disciplines, including product design, marketing, and sales. The purpose of this book is to help every company conduct effective marketing. Tehrani remains the executive group publisher and editor-in-chief of CUSTOMER magazine to this day. Tehrani is also the recipient of numerous awards. In 2003 he was inducted into the American Teleservice Association Hall of Fame. He was presented with the National Leadership Award from The National Republican Congressional Committee. And he was selected by then-Congressman Tom DeLay as the honorary co-chairman of the Business Advisory Council.