How to get someone, somewhere, to do something. The job is using words, pictures, stories, and music to seduce strangers. In the industrial, mass-media, consumer economy of the past, the job was called advertising, and “Mad Men” did it. In today’s service-based, social media-focused, information economy, the job is called life, and everyone does it. Here’s how you can do it. And do it better.
How to get someone, somewhere, to do something. The job is using words, pictures, stories, and music to seduce strangers. In the industrial, mass-media, consumer economy of the past, the job was called advertising, and “Mad Men” did it. In today’s service-based, social media-focused, information economy, the job is called life, and everyone does it. Here’s how you can do it. And do it better.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Josh Weltman is the advertising consultant and a co-producer on the hit show Mad Men. A creative director for more than 25 years, he’s worked on advertising and marketing campaigns for both global brands and boutique clients. He lives with his family in Los Angeles, California.
Inhaltsangabe
Foreword by Jon Hamm ix Introduction: The Job That Was Once Called Advertising 1
Part One The Secret Purpose of Advertising 5 The Job of Advertising Is to Make People Happy 7 Does Advertising Work? 9 The Truth About Liars 12 You’re Brought In to Back Off 17 Do You Want to Sell or Seduce? 22 Throwing Speedballs 25 Brands Aren’t Magic—They’re Math 31 One Question, Four Answers 37 Dissecting a Frog Is Easy; Making One Is Hard 41
Part Two Four Secret Ways Out of the Box 45 The Four Fundamental Questions 47 What Is It? Introductory Ads 51 The Curious Case of Soviet Jeans 53 Why Do I Need It Now? Limited-Time Offers 55 What Makes It Different? Differentiating Ads 60 A Shade Different—Belle Jolie 67 Who Else Thinks It’s Good? Mutual-Love-and-Respect Ads 71 It’s Not About Me—It’s About You 75 Going Negative in a Zero-Sum Game 81 Surviving When Outgunned and Surrounded 87 How Low Can You Go? 91 What the Hell Do We Do if Something Goes Right? 94
Part Three Secret Motives, Agendas, Traps, and Techniques 99 Choose, Align, Anticipate 101 Bottom Line or Top Line? 103 What’s My Motivation? 106 Big Ideas, Killer Ideas, and Big Idea Killers 109 Advertising Is a Toolbox: Pick a Tool 113 The Sizzle Sucks. The Steak Rocks 115 No More Content for Me—I’ve Had Enough 117 Three Reasons to Take a Job; Pick Two 122 Great Idea! Now Sell It!. . 125 Making You Work for You. 128 Show How the Idea Will Rock Their World 130 The Upside of Downside 133 They Didn’t Come to See the Props 135 You Are the Solution—Not the Problem; Act Like It 137 What Have They Got to Lose? 139 Be Willing to Walk Away a Winner 141 Final Thoughts on Presenting 143
Part Four The Secret Story of Online Seduction 145 A Medium Message 147 Building Babel One Bit at a Time 149 The Mission of Mini Media Moguls 154 Metcalfe’s Law 157 Techno Trekkers: Four Stories of One Hero 159 Excuse Me, Would You Please Get Out of My Movie? 164 Going Viral Is the Internet Applauding a New Possibility 167 Captains of Empathy 169 A Trout, a Swiss Army Knife, an iPad, and YouTube 171
Foreword by Jon Hamm ix Introduction: The Job That Was Once Called Advertising 1
Part One The Secret Purpose of Advertising 5 The Job of Advertising Is to Make People Happy 7 Does Advertising Work? 9 The Truth About Liars 12 You’re Brought In to Back Off 17 Do You Want to Sell or Seduce? 22 Throwing Speedballs 25 Brands Aren’t Magic—They’re Math 31 One Question, Four Answers 37 Dissecting a Frog Is Easy; Making One Is Hard 41
Part Two Four Secret Ways Out of the Box 45 The Four Fundamental Questions 47 What Is It? Introductory Ads 51 The Curious Case of Soviet Jeans 53 Why Do I Need It Now? Limited-Time Offers 55 What Makes It Different? Differentiating Ads 60 A Shade Different—Belle Jolie 67 Who Else Thinks It’s Good? Mutual-Love-and-Respect Ads 71 It’s Not About Me—It’s About You 75 Going Negative in a Zero-Sum Game 81 Surviving When Outgunned and Surrounded 87 How Low Can You Go? 91 What the Hell Do We Do if Something Goes Right? 94
Part Three Secret Motives, Agendas, Traps, and Techniques 99 Choose, Align, Anticipate 101 Bottom Line or Top Line? 103 What’s My Motivation? 106 Big Ideas, Killer Ideas, and Big Idea Killers 109 Advertising Is a Toolbox: Pick a Tool 113 The Sizzle Sucks. The Steak Rocks 115 No More Content for Me—I’ve Had Enough 117 Three Reasons to Take a Job; Pick Two 122 Great Idea! Now Sell It!. . 125 Making You Work for You. 128 Show How the Idea Will Rock Their World 130 The Upside of Downside 133 They Didn’t Come to See the Props 135 You Are the Solution—Not the Problem; Act Like It 137 What Have They Got to Lose? 139 Be Willing to Walk Away a Winner 141 Final Thoughts on Presenting 143
Part Four The Secret Story of Online Seduction 145 A Medium Message 147 Building Babel One Bit at a Time 149 The Mission of Mini Media Moguls 154 Metcalfe’s Law 157 Techno Trekkers: Four Stories of One Hero 159 Excuse Me, Would You Please Get Out of My Movie? 164 Going Viral Is the Internet Applauding a New Possibility 167 Captains of Empathy 169 A Trout, a Swiss Army Knife, an iPad, and YouTube 171
Acknowledgments 177 About the Author 179
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