A new book for marketers, POW! Right Between the Eyes! (Wiley, $22.95) by Andy Nulman kicks off its message about the value of surprise marketing straightaway in its forward (forwards, actually -
there are two and they are by surprising choices). One is by television talk show host and comedian Craig Ferguson and the other by John Cleese - yes, the one from Monty Python - who writes about,
what else? Surprise. "I once went to the bed with the Duke of Kent," he starts. "There! You see what I mean? You were surprised by learning I had screwed his Grace and so I got your
attention." Lesson learned, eh? Yet he keeps the surprises coming until arriving at the biggest one yet: "I think I can safely say that in examining the modern day chronicles of surprise,
there is no bigger surprise than the fact that I actually agreed to provide the forward for this book."
Cleese it seems has learned more than a few things about marketing over his
years with the Flying Circus and after conceding that he has "now officially paid off that lingering poker debt," goes for the hard sell: "Andy Nulman is not the slightest bit tall, but
he makes me laugh. I like him. It will be a surprise to me if you don't. So buy this book. Or you will die."