by Josh Weltman, co-producer of Mad Men
The book in one sentence
“The Little Black Book of Advertising Secrets.”
My personal opinion
This is a book, where the reading took months for me. For me personally it was not easy to read, even if the content was interesting. Don’t know why. From time to time I read a chapter and decided to start another book. And every time I asked myself why I cannot stick to Seducing Strangers.
All in all, the content is good. I would say it is no rocket science, but a nice collection of best practices for advertisement and sales.
To whom I would recommend this book
Well, I am not an advertising expert (yet) but I think this book can be a good starting point to get some best practices and real-life stories.
If you are working in sales, the book has some take-aways for you, too. It is a nice book to get some new perspectives on how to interact with people.
What I learned from this book
- Get in the shoes of your customer: “Better” is in the mind of the person who’s buying the mousetrap, not the person building it. – What will make your customers happy?
- Praise benefits, not features.
- The four basic questions you ask yourself before you buy something: What is it? Why do I need it now? What makes it different? Who else think it’s good?
- Make your audience curious about your offering.
- Advertising is not about the product, it is about the people who will buy your product.
- “[…] creating happy customers is a lot more about aligning expectations with product reality than it is about product quality.”
- Approach future-customers, always think about your next steps. It is not about doing one successful campaign. You need to follow up to keep your future-customers attracted.
- “Choose a single business goal for every message.” (reminds me of the well-known KISS-Principle: Keep It Short, Stupid)
- “Don’t sell them who they are; sell them who they want to be” or even better: “Show them who they want to be.”
Want to read this book?
Check it out on Amazon.com – Seducing Strangers by Josh Weltman
Thanks to the publisher for printing such a great book!