Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts

Feed Review

Feed
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M. T. Anderson has written a refreshing science fiction novel in a genre that has recently relied largely on fantasy and far less on science. He has created a not-to-distant future world where everything is accessed via a "feed" that is implanted directly into the brain. An internalized internet, the feed even allows for "chatting" so there is little need to speak if one chooses not to and true reading is nearly obsolete.
While the narrator, Titus, lives in a world that is still identifiable to those of us in the 21st century - school (although it is trademarked), parties, music, driving, dancing, and drinking - there are also unfamiliar and extreme aspects like an electronic drug substitute, standardized lingo, disposable tables, and extreme consumerism. Even this tightly controlled future however, is peppered with resisters, and Titus' own girlfriend suffers horribly from her feed when it malfunctions due to a combination of having it implanted late in life (when she was 7) and being hit by a "hacker".
Perhaps because it is a young adult novel, Anderson just barely skims the surface of the economic, political and environmental tensions of the feed and its consumer culture. He does not, however, wimp out in building believable, dimensional characters and relationships.
Anderson has created an intriguing read about a world that is so close you may be reading about the first "feed" in the newspaper tomorrow.

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CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone Review

CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone
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I have developed several hundred websites over the last decade, optimized them for Google, and have literally made millions for my clients. I'm always looking for a new edge in advertising, for myself and for my clients.
Ca$hvertising offers that edge. I was skeptical when I noticed that the book had only five-star ratings, I wondered if the reviews were fake. By the time I was halfway through the second chapter, I realized that this book absolutely delivered.
Whether your focus is on print ads, or in web promotion like myself, Ca$hvertising breaks down WHY people respond to certain ads. Once the author explains why people buy, he offers ideas on how you can make those people your customers. Whitman explains exactly how you can tap into the desires that all humans are naturally born with. These aren't theories or assumptions, he backs these techniques up with concrete psychological studies.
The second chapter, on the 17 principles of consumer psychology, is worth its weight in gold. All humans are born with a built-in set of desires, and the author explains exactly how you can tap into them. While most of the book is geared towards print advertising, I found that a great deal of it could be applied towards internet marketing. Plus, the guy is downright funny, and the book is written in a conversational tone that makes you forget that you're actually learning something.
Let me cut to the chase. Every day that you don't own this book, you're losing money. Buy this book today, and it will teach you how to persuade people to pay for your product or service.

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AdverSelling: How to Build Stronger Relationships and Close More Sales by Applying 26 Principles from Successful Advertising Campaigns Review

AdverSelling: How to Build Stronger Relationships and Close More Sales by Applying 26 Principles from Successful Advertising Campaigns
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Advertising, Marketing, and Selling. While the three are perhaps "cousins" they are not the same. However, like all solid principles, they transfer very effectively across the board.
In this terrific book, the author, a well-known speaker and consultant for professional service providers and others, has expertly taken 26 principles from successful advertising campaigns throughout history and shown the reader how to utilize them in order to directly increase sales. I enjoyed it very much. It's a fun read with short, powerful chapters and lots of history regarding powerful advertising campaigns; many of which will most likely provide you with a touch of nostalgia. While Dr. Hassett advises that this book is more for the advanced and already-successful salesperson (and it will certainly benefit them immediately), I believe everyone in sales and marketing can greatly benefit from this extraordinary information and should have it as part of their resource library.

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Wooden on Leadership: How to Create a Winning Organization Review

Wooden on Leadership: How to Create a Winning Organization
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To me, the words "Wooden" and "leadership" are synonymous. On and off various basketball courts, first as a player and then as a coach, John Wooden demonstrated talents, skills, and qualities of character seldom found in a single person. He led others by example but also by the force of his convictions. After reading this book, some may conclude that he was "idealistic,' "naive," "corny," "old-fashioned," etc. Not so. In fact, he was a strict disciplinarian with non-negotiable values who had zero-tolerance of attitude and behavior he perceived to be selfish, rude, unsportsmanlike, or indolent. He invariably accepted his team's defeat with grace but was saddened - sometimes so angered he exclaimed "Goodness gracious sakes!" -- by anything less than a best-effort, not only by his assistant coaches and players but also (especially) by himself. It should be added that, according to those who know him best (including coaches of opponents' teams), he has always been an exceptionally thoughtful, caring, and decent person.
What we have in this volume is an on-going narrative provided by Coach Wooden during which he shares everything he learned about achieving and then sustaining excellence. Of special interest to me is the series of "On Wooden" commentaries which include those provided by Kareem Abdul Jabbar, Denny Crum, Gary Cunningham, Gail Goodrich, and Lynn Shackleford. Although the specifics vary from one to the next, all of their authors agree on Coach Wooden's greatness both as a coach and as a man. One of the most interesting anecdotes is provided by Eddie Powell, who played on the South Bend Central High School varsity team which Wooden coached. The bus was about to depart for a game against Mishawacka High School. The co-captains were absent.
Coach Wooden asked the driver what time the bus was scheduled to leave. "6 p.m., Coach, same as usual."
"Well, what time is it?"
`It's exactly 6 p.m., Coach Wooden."
"Well, that's what my watch says, too. I guess it must be 6 p.m...Let's go."
The bus left without the two most important players on the team. One of them was the son of a vice principal at South Bend Central, "the kind of a person who could create job problems for Coach Wooden. From that, we learned that Coach wasn't kidding: Be on time." Indeed meet all commitments to the team and especially in the classroom and to one's family. "We found out later that the co-captains had skipped our game with Mishawaka to go to a dance." Presumably everyone who played on U.C.L.A. basketball teams also soon learned that, when he explained what he expected of them, "Coach wasn't kidding."
With all due respect to his extraordinary success in basketball, I am convinced that John Wooden could have become a great leader in almost any other profession. Fortunately, as Steve Jamison observes, "The qualities and characteristics he possesses and has taught to his teams -- those good habits and how you teach them -- are available to everyone." Hopefully, decision-makers in the business world, public service, and the military will read this book so that they, also, are at all times a "leader" worthy of service to those entrusted to their care.

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A Wall Street Journal Bestseller

A compelling look inside the mind and powerful leadership methods of America's coaching legend, John Wooden

"Team spirit, loyalty, enthusiasm, determination. . . . Acquire and keep these traits and success should follow."--Coach John Wooden

John Wooden's goal in 41 years of coaching never changed; namely, to get maximum effort and peak performance from each of his players in the manner that best served the team. Wooden on Leadership explains step-by-step how he pursued and accomplished this goal. Focusing on Wooden's 12 Lessons in Leadership and his acclaimed Pyramid of Success, it outlines the mental, emotional, and physical qualities essential to building a winning organization, and shows you how to develop the skill, confidence, and competitive fire to "be at your best when your best is needed"--and teach your organization to do the same.

Praise for Wooden on Leadership:

"What an all-encompassing Pyramid of Success for leadership! Coach Wooden's moral authority and brilliant definition of success encompass all of life. How I admire his life's work and concept of what it really means to win!"--Stephen R. Covey, author, The 7 Habits of Highly Successful People and The 8th Habit: From Effectiveness to Greatness

"Wooden On Leadership offers valuable lessons no matter what your endeavor.'Competitive Greatness' is our goal and that of any successful organization. Coach Wooden's Pyramid of Success is where it all starts."--Jim Sinegal, president & CEO, Costco


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The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature) Review

The Everything Guide To Writing Copy: From Ads and Press Release to On-Air and Online Promos--All You Need to Create Copy That Sells (Everything: Language and Literature)
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The first book I read by Steve Slaunwhite, "Start & Run a Copywriting Business" won my deepest admiration. Slaunwhite is firmly established as one of the premier copywriters on the scene today. So of course, I had very high expectations for Slaunwhite's newest book, THE EVERYTHING GUIDE TO WRITING COPY. For the most part, I came away very pleased with what I found here.
At just under 300 pages, Slaunwhite gives in-depth coverage of basic copywriting, from many different angles. The book covers everything you would expect a basic copywriting book to cover. Planning your project, headlines, ad copy, direct market copy, Internet copy, PR copy, landing a job as a copywriter, it's
all here and covered in acceptable basic detail.
Also as expected, Slaunwhite's book flows very well, holds reader interest, follows a logical progression, etc. The format also provides a generous margin for note taking. The text is interspersed with interesting and informative facts and tips. In summary, this has all the elements of a great book on beginning copywriting.
But wait, so does Slaunwhite's "Start & Run a Copywriting Business". I'm not saying this is a rehash, at least not completely. The book is expanded to include some updated material, but why not market it as a revised edition? Of course the answer is obvious. A new title will certainly sell more copies than a revision. Don't get me wrong, there is much to learn here, but unless this is your first book on copywriting, you might be disappointed.
I would also be remiss not to mention the lack of editing. Slaunwhite is no doubt, a professional, but as such, is held to a higher standard. If he needs a good proofreader,... I'm available. There are 3 typos on page 129 alone!
Now that I've made it sound bad, let me smooth it out a bit. If you're new to copywriting and looking for a good book to start with, this would be an exceptional choice. If you're already an established copywriter and have read previous Slaunwhite, Bly, Bowerman, etc., you may be in for a disappointment here.


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The Everything Guide to Writing Copy is a step-by-step guide to writing effective copy for a variety of media including print, Web, radio, trade journals, and much more. Packed with tips and tricks used by the pros, this valuable resource teaches you to promote products and services, build brands, and write copy that boosts your company's bottom line.Features expert strategies for you to:Write compelling headlines, tag lines, and leadsAvoid common copywriting mistakes Strengthen brand development Start a freelance copywriting businessWrite copy for all media--print, radio, TV, and Web sitesWhether you're a professional copywriter or just starting out, The Everything Guide to Writing Copy will inspire you to create innovative, sales-generating advertising and marketing pieces.

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Made to Stick: Why Some Ideas Survive and Others Die Review

Made to Stick: Why Some Ideas Survive and Others Die
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With an entertaining blend of case studies and startling research, the Heath brothers lay out the critical elements of a sticky idea. They are--
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories
As you might expect, the authors use these techniques to drive home their point. For example, in the chapter on stories, they talk about Subway's Jared campaign--quite a dramatic behind-the-scenes story besides being a near perfect example of storytelling in marketing.
Although these six elements seem like common sense, they are woefully underapplied in business communication. The authors state it well--
"Business managers seem to believe that, once they've clicked through a PowerPoint presentation showcasing their conclusions, they've successfully communicated their ideas. What they've done is share data."
Well researched, easy to read and hard to forget.

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unSpun: Finding Facts in a World of Disinformation Review

unSpun: Finding Facts in a World of Disinformation
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At least I think it's a great book, but now I'm not so sure. The authors, Brooks Jackson, and Kathleen Hall Jamieson have done such an outstanding job of showing me why I bought the electric scissors I didn't need and how I was focusing so much on watching the healthy people on the television doing Tai Chi in the park, I completely overlooked the possible side effects of the drug the commercial was pedaling. Now that I've listened and found out that it may lead to complete loss of body hair, tailbone growth, swelling of the lips and tongue, excessive weight gain, webbed feet, tooth loss, emesis and leprosy, I've stopped taking the drug.
Starting out with the first snake oil salesman making outrageous claims, to political advertisements by republicans and democrats, by Bush and Kerry, we learn that virtually none of them can be trusted because they appeal to our biases, our perception, our experiences, and cynicism with words that are open to interpretation such as clinically tested, larger, better, more people trust or use..., on average, and other caveats that deserve closer scrutiny. (I've also added to the list: "Read with an open mind," and "Only for those who can be objective").
If that isn't bad enough, the authors show us how our personal experiences and eyewitness accounts can be manipulated by others and by our own biases. For example, when subjects were shown two lines of differing lengths, they often reported that the shorter one was longer, once they learned that everyone else (supposedly) had selected the shorter line. An even better one is the neighboring review: One, who has made his conservative feelings clear, felt that there was more "left favoring" bias to this book. A commenter said that he felt there was more "right-favoring" bias. This is a classic recommendation for the book.
The most fascinating thing I took from this short paperback is that people will cling to their beliefs more tenaciously in the face of overwhelming evidence that reveals their position is incorrect or invalid, that people will short-circuit their own brains and readily accept as fact that which conforms to their own beliefs, and that we must learn to question bias, sources, evidence, and our cynicism before parting with our money or accepting information as knowledge or fact.
So, I can guarantee that you will be 100% satisfied as were the people in my survey who read this book compared with another. Two out of three found this not only a better read, but reported that it killed the germs that cause bad breath, took inches off their waistline, and removed wrinkles. So, what are you waiting for? Get started today. Start reading. After all, you have everything to lose!
Guaranteed! Or, my name isn't Axel Schnookenhoffer!


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You Are the Message Review

You Are the Message
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Some key points:
The assessment of you that's formed in the first 7 seconds creates a lasting impression of you in anothers mind.
Communication starts with good conversation.
Television has set the style of communication for today - relaxed, informal, crisp,quick,entertaining.It has made us impatient- make your point quick and interesting. Be visual.
You are The Message:
We are the message no matter what the medium.
Take a personal inventory of your asets that help you communicate
A good communicator takes responsibilty for the flow of communication.
Audiences respond to visual over verbal signals.
Make read speeches look conversational.
Test your powers of observation and description.
Review your past performances and communications and figure out how you would improve it.
Be natural, don't force an emotion.
Model the best professional communicators.
Perception counts more than content.
Record yourself on video and audio in interactions.Evaluate your performance.
4 Essentials of a Great Communicator:
1. Be Prepared
- your audience must have confidence that you know what you're talking about, and feel you know more about your topic than they do.
- you should appear that you have been thorough in researching your topic and analyzing the audience.
- you should be purposefull- goal is to inform, entertain, inspire, or all three.
- hostile or skeptical audience- show understanding of all side sof an issue
- supportive audience- reaffirm shared values
- be relaxed, calm, maintain a sense of humor, take your work seriously, avoid criticizing and disagreeable behavior, empathize.
2. Make Others Comfortaable
3. Be Committed- know what you are saying and why, and care about saying it.
4. Be Interesting- Use analogies from other fields, metaphors, visuals, technology, etc. At least 30% of your reading should be from beyond your own field.
The Magic Bullet: Being Likable.
-Likable people are optimistic, concerned about other people's welfare, see opportunity in difficulty, handle stress, laughs easily (especially at himself), perform well in crises, humble in prosperity.
The Double-Edged Sword: Emotion
- you reveal yourself to your audience through visible and expressed emotion.
- people want to see a range of a speaker's emotions expressed with committment and colored with humor, sincerity, energy, and enthusiasm.
- facts provide information, emotions provide interpretation. Alternate facts with genuine emotions- balance head and heart issues..
- Success= integrity+talent+good communication skills
Beyond Charisma:
-Charismatic personalities never doubt their ability to add value to a situation through their presence, prestige, style, competence, optimism, and/or enthusiasm.
- Charisma is the ability to cause other people to respond to you.
- Winners set the tone and climate as opposed to reacting to the climate and tone set by others. They control space, time, tempo, pace, voice, eye contact, flow of dialogue, emotional tone, and topic. This occurs through assertion of skill, personality, knowledge, belief, energy, and enthusiasm.
-Charisma quotient measures self-confidence, leadership qualities, definable goals, control of one's life, and the attitudes of making oneself and others feel comfortable.
An ounce of energy is worth more than a pound of technique.
The essential responsibility of any employee is to be positive, enthusiastic, and friendly. Advancement comes mainly from communication and motivation skills.
No one can manufacture an image for anyone. All a consultant can do is advise and guide you on capitalizing on your personal assets.
Have an "At-Your-Best" checklist to know how to et yourself into peak performance.
Audiences remember concepts (idea clusters formed by words) and emotional expressions.

Fears of failure and embarrassment are the biggest stops most people have to doing things.
Insecure communicators see themselves as worse than they are.
Antidotes to fear are preparation and use of energy in delivery.
Media relations:
-Safest way to deal with the press is to not make off-the -record statements. Avoid wisecracks. Give true and complete information.
- You are always on the defense with media, but you caan use it to score.
- Never go into an interview unprepared. Stay composed at all times.
- Have an agenda with at least 3 major points you want to mention in the interview.
- Don't go beyond the bounds of your stated position.
- Be friendly, brief, direct, and positive. Explain things in layman's terms.
- Answer the question and add a point(s) from your agenda.
- Be aware of the reporters agenda.
- You're not obliged to reveal confidential information, but give a rational explanation why, not "No comment".
In the end, we're all human and vulnerable, so show that side of yourself and you'll gather sympathy and rapport.

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"You are the message." What does that mean, exactly? It means that when you communicate with someone, it's not just the words you choose to send to the other person that make up the message. You're also sending signals about what kind of person you are--by your eyes, your facial expression, your body movement, your vocal pitch, tone, volume, and intensity, your commitment to your message, your sense of humor, and many other factors.The receiving person is bombarded with symbols and signals from you. Everything you do in relation to other people causes them to make judgments about what you stand for and what your message is. "You are the message" comes down to the fact that unless you identify yourself as a walking, talking message, you miss that critical point. The words themselves are meaningless unless the rest of you is in synchronization. The total you affects how others think of and respond to you.

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Everything I Know about Marketing I Learned From Google Review

Everything I Know about Marketing I Learned From Google
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I'm a huge fan of Malcolm Gladwell's books... I think I'm most inspired by his easily approachable writing style that exposes and explores big concepts in easily understood, and easily digestible terms, all while making sure the reader cracks a smile or a laugh at every page-turn.
I'm thrilled to have found another writer with that exact same style: Aaron Goldman. Goldman's book is a must for every early student of marketing, but even old dogs will find more than just a few new tricks here. Goldman has brought insights about Google's user approach that any humble webmaster or humble CMO (there aren't that many actually) can immediately begin to put into practice to correct their own confusing jumble of HTML madness. As marketers we try so hard to make sure that our users see everything we're about immediately upon arrival at our site, but the array of starbursts, auto-initiated audio & video, rich media silliness, and javascript fireworks only serves to complicate our message and leave the user even more bewildered about our value than when they first arrived.
Goldman articulates a simple model (one that easily fits into a lobe and a half of your frontal cortex) that will help you rarify and clarify your message so that consumers will finally "get" you. If you've struggled to divine the right words to sound your internal rallying cry, this book's for you. If you return to your company's website day after day and constantly wonder how to better array the information that's there, this book's for you. If you need a book to give your stuck-in-the-dark-ages CEO, this book's for you. It's not a "how-to book," however, so don't expect to improve your search rankings the moment you put the book down, but you will return to your desk with a renewed vision to strive for simplicity and clarity.
One of my favorite insights from Goldman's book is why Google makes the choices that they do in product development and release. I've read everything the WSJ has ever written about Google, but even I didn't consider the side benefits that Google realized by launching Google 411 and Google Voice. Apparently listening to accents and dialects from around the US and the world helps them improve their voice recognition software, and that to me is sheer genius. Look to the consumer to do your homework for you. The lesson here is that as a marketer you need to know what the secondary effect will be of any product you launch... how can you leverage the information you'll collect? Anyone with a website today needs to think about their strategy in accordance with the rules and guidelines Goldman has laid out.
You'll want to be sure you take full advantage of the [...] reader companion for a LOT more content. You'll find how-to info there, and a bunch of other soul-satisfying tips. Goldman lays out the theory and structure for Google-relevant marketing in the book, but walks you through step-by-step at the site.
This is a marketing text that every brand needs to consume to stay ahead.


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Want Market Share? Google It!

"Google is a once-in-a-generation company. Aaron Goldman has writtenan essential book that goes beyond telling us how Google became soimportant to explaining why the revolution it's leading will affecteveryone in media and marketing."—Brian Morrissey, Digital Editor, Adweek

"An insightful tour of the elements that have made Google successful combinedwith a usable guide on how to apply this learning to your business."—Rishad Tobaccowala , Chief Strategy & Innovation Officer, Vivaki

About the Book

You know you've hit it big when your namebecomes a verb—and no one knows thatbetter than Google. In just over 10 years,Google has become the world's most valuablebrand, consistently dominating its category andgenerating $6 billion in revenue per quarter.

How does Google do it? In a word: marketing.

You may not think Google does much marketing.Indeed, it doesn't do a lot of what has traditionallybeen viewed as marketing. But in today's digitalworld, marketing has taken new shape—andGoogle is at the cutting edge.

In Everything I Know about Marketing I Learnedfrom Google, digital marketing expert AaronGoldman offers 20 powerful lessons straightfrom Google's playbook. Taking you deep intothe inner workings of the Googleplex (which aresimpler than you think), Goldman provides theknowledge and tools you need to build and growyour brand (which is also simpler than you think).

Along the way, he shows how Google's tacticsare being used by a wide range of successfulcorporations, from Apple to Zappos. Key principlesinclude:
Tap into the Wisdom of Crowds: Get the signalsyou need directly from your customers
Keep It Simple, Stupid: Craft messagespeople can grasp in a nanosecond andpass along
Don't Interrupt: Join the conversation—but avoid disrupting it
Act Like Content: Provide value, notsales pitches
Test Everything: Take no detail of your programfor granted; you can always improve
Show Off Your Assets: Distribute yourbrand everywhere

The beauty of it all is that these Googley lessonscan be applied to every aspect of marketing,in organizations of any size. Whether you run aPR department in a multinational corporation orserve as the sole marketer in a small business,these tactics work.

In its mission to "organize the world's information,"Google has rewritten the book onmarketing. Use Everything I Know about MarketingI Learned from Google to remake your ownorganization's marketing—and engage morecustomers than ever.


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