Tracy Arrington

I picked up this little gem while browsing the business section at Barnes & Nobles. I love books that think outside the box and shed light on things in a clear and fun way. And that is precisely what this book does. There are no long pages to teach history and all nuances of advertising, but rather quick and practical nuggets of information that you can apply immediately to your business, service, or product. There were also many interesting examples from the real world that everyone can relate to because they involved information on large brands and companies.

I found many helpful ideas that I can easily implement in my business and product:
- Plutchki's wheel of emotions help people make sense of things. The more expensive the product, the more emotional appeal needs to be (#21) see: https://www.6seconds.org/2020/08/11/plutchik-wheel-emotions/
- Too many choices are paralyzing - offer no more than seven options (#37);
- Most people pick medium or medium-tier price/product (#38);
- One day only sales do better than ads for longer sales or promotions of unspecified duration (#39);
- Don't make superlative claims but rather distinguished ones. No one will believe 'you are the best.' Also, don't make obvious claims. (#69);
- Ideas and images presented in threes are naturally enjoyable (#76);

Readability - 5
Scope - 3
Depth - 2
Format - 5
Clarity -5

Read this book if:
- You want tips and tricks that you can quickly use in your business, website, service, or product.
- You want to learn through examples.
- You would like to read digestible pieces that are easy and fun to read.
- You are not an advertising professional.… (mehr)