The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference

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9781591841241: The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference
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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 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 resource for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesn’t work in today’s advertising world.

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About the Author:

Steve Lance and Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partnersand creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

Jeff Woll and Steve Lance are partners at Unconventional Wisdom, a creative resource group. Lance was formerly a creative director with Della Femina, Travisano & Partnersand creative director of NBC. Woll was a twenty-year veteran of OgilvyWorldwide, including stints as COO of their Montreal office and CEO of Ogilvy & Mather Partners in New York. Both authors have won numerous industry awards.

Review:

Filled with those 'Why didn't I think of that?' truths that make it a must-read for everyone working in advertising. -- Jerry Della Femina

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