Author(s): Steve Lance & Jeff Woll

Business

Fifty-two Small Ideas That Can Make a Big Difference This the new bible for creating more powerful advertising. 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. A short, fun-to-read, practical book designed to be read quickly and referred to again and again, each of the book's 52 ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution. For instance: Read what your customer reads, watch what she watches; Quality is the absence of nonquality signals; Sell the benefit, the advantage, and the feature - in that order; Get the no-bodies out of your approval process; Know when and how to scream "sale". Just as Jeffrey Gitomer's hugely successful The Little Red Book of Selling became the got-to-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.