In most ways the American market is exactly the same as it is everywhere else in the world. Advertisers hawk their wares on radio, television, in the newspaper and by direct mail. You can buy products in stores or you can have them shipped to your house or business.

But in some very notable ways, the American market is quite different from most other places. How you advertise and what you offer has a slightly different focus. If you listened carefully during the last chapter, you probably picked up on the fact that Americans aren’t afraid to push past their limits.

If you want to learn how to break into the biggest and richest market in the world, this is the book for you.

Chapters:

1. What makes an American Unique?
2. How Americans think?
3. Deciding what to Market
4. Tools available
5. Communication
6. Loyalty programs and Social Marketing
7. Selling in Information Economy
8. Successful Advertising
9. Strategic Sales and Marketing
10. Common Sense and Laws
11. Cultural and Social Consideration

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Things like security and stability aren’t as important as the appearance of these things are. Paying more than you really should to be able to drive a car that looks better and has more gadgets than the one your next door neighbor has is a trade off most Americans are willing to make. The “American Dream” isn’t as much about being successful as it is about looking that way. To most Americans, admitting you’re poor is a shameful thing.

According to several studies, the number one quality American woman look for in a man is how much money he makes. Men, on the other hand, are most attracted by how a woman looks. Issues like character and values fall somewhere lower on that list. Conversely, men find it important to put on an image of making a lot of money and woman are willing to go to great lengths to look “pretty”. Someone, somewhere has convinced us that our happiness and our peace of mind depend on putting on the right kind of show. And these are the things we push towards blindly. It’s a country where we buy more fake Rolex watches than we do the real thing. Obscene amounts of money are spent every year on products that help us lose weight and look sexy.

We live in a neighborhood where public relations firms are a thriving business. A place where learning what to say is much more important than becoming the kind of person who would naturally say the right thing.

“Therapy” in America is usually more about changing behaviors than changing people. It’s about becoming proficient at putting on a good show. It’s about a husband learning that he needs to hug his wife 2 times a day and say “I love you” at least once if he wants her to go to bed with him instead of taking the time to actually learn to love her and then do what comes naturally.

It’s a country of short term thinkers. We’re far less interested in teaching our children to be honorable and courteous than we are to force them to act right in public. We aren’t as worried about kids talking back to us or being disobedient in private, but we’re quick to punish any kid that would embarrass us in public.

There was a time, not that long ago, when Americans prided themselves on their high values. A man’s worth was measured in terms of his integrity and being honorable in your dealings meant much more than how little you had to do to get the results you wanted. But these times have changed.

Americans have become greedier, more self seeking.

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