Weltman identifies the four elements of selling—one of which is behind everything from a national television campaign to an email blast. There’s the ad that makes people curious—want to know more? That creates a sense of urgency—limited time offer! That increases market share—why we’re unique, or just better. And the ad that protects margins—thank you for your loyalty. And then Weltman explains how to employ these strategies, including: the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships.
Advertising, Joshua Weltman argues, is a toolbox, not a tool, and used right it makes people happy. Seducing Strangers shows you how.
“People often ask me questions, or ask my opinions, on or about the world of advertising. My stock response is ‘You know I play a fictional advertising executive, right?’ That’s usually used to cover the ignorance or stupidity of whatever I am about to say next. In the future I will simply refer them to Josh Weltman.” —from the Foreword by Jon Hamm
This edition also contains Seducing Strangers: How to Get People to Buy What You're Selling (The Little Black Book of Advertising Secrets), The Velocity of Money: A Novel of Wall Street
About: A young Wall Street lawyer investigates his predecessor's suspicious death to uncover evidence of murder and discovers a plot orchestrate the biggest market crash since the Great Depression and reap billions from the melee.
This edition also contains Seducing Strangers: How to Get People to Buy What You're Selling (The Little Black Book of Advertising Secrets), The Sexual Mountain and Black Women Writers: Adventures in Sex, Literature, and Real Life
About: A bold exploration of the controversial role that black women writers have played in the making of African-American literature by the bestselling author of Sex and Racism in America.
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