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

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

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by Steve Lance, Jeff Woll
     
 

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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

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Overview

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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Editorial Reviews

Soundview Executive Book Summaries
Lance and Woll, partners at creative resource group Unconventional Wisdom, have come together to provide an entertaining and practical handbook about what does and does not work in the present advertising world. The two provide 52 ideas for everyday issues using real examples followed by an original solution, and then close their book with a bonus idea—which might be the real gem of the book. Copyright © 2006 Soundview Executive Book Summaries

Product Details

ISBN-13:
9781591841241
Publisher:
Penguin Publishing Group
Publication date:
07/06/2006
Pages:
288
Product dimensions:
5.25(w) x 7.35(h) x 1.00(d)
Age Range:
18 Years

Meet 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.

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