These days, the fundamentals of advertising that truly build great brands are often overlooked. But Steve Lance and Jeff Woll are leading a back-to-what-works movement with The Little Blue Book of Advertising. This is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Each of their fifty-two ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution. For instance: #3 Read what your customer reads, watch what she watches #10 Quality is the absence of nonquality signals #15 Sell the benefit, the advantage, and the featureain that order #19 Get the no-bodies out of your approval process #41 Know when and how to scream asalea Just as Jeffrey Gitomeras hugely successful The Little Red Book of Selling became the gotta-have resource for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesnat work in todayas advertising world.But ita#39;s the end usera#39;s (customera#39;s) buy that is most important to the company. ( Then again, if you need to save your job for the short term, by all means crank up the laptops.) Be prepared to listen, and make sure everyone else learns to listen.
|Title||:||The Little Blue Book of Advertising|
|Author||:||Steve Lance, Jeff Woll|
|Publisher||:||Penguin - 2006-07-06|