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 non-quality signals
- #15 Sell the benefit, the advantage, and the feature -- in that order
- #19 Get the no-bodies out of your approval process
- #41 Know when and how to scream "sale"
Just as Jeffrey Gitomer's hugely successful 'The Little Red Book of Selling' became the gotta-have resources for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesn't work in today's advertising world.
