Advertising

The Tipping Point: How Little Things Can Make a Big Difference

"The best way to understand the dramatic transformation of unknown books into bestsellers, or the rise of teenage smoking, or the phenomena of word of mouth or any number of the other mysterious changes that mark everyday life," writes Malcolm Gladwell, "is to think of them as epidemics. Ideas and products and messages and behaviors spread just like viruses do." Although anyone familiar with the theory of memetics will recognize this concept, Gladwell's The Tipping Point has quite a few interesting twists on the subject.

For example, Paul Revere was able to galvanize the forces of resistance so effectively in part because he was what Gladwell calls a "Connector": he knew just about everybody, particularly the revolutionary leaders in each of the towns that he rode through. But Revere "wasn't just the man with the biggest Rolodex in colonial Boston," he was also a "Maven" who gathered extensive information about the British. He knew what was going on and he knew exactly whom to tell. The phenomenon continues to this day--think of how often you've received information in an e-mail message that had been forwarded at least half a dozen times before reaching you.

Gladwell develops these and other concepts (such as the "stickiness" of ideas or the effect of population size on information dispersal) through simple, clear explanations and entertainingly illustrative anecdotes, such as comparing the pedagogical methods of Sesame Street and Blue's Clues, or explaining why it would be even easier to play Six Degrees of Kevin Bacon with the actor Rod Steiger. Although some readers may find the transitional passages between chapters hold their hands a little too tightly, and Gladwell's closing invocation of the possibilities of social engineering sketchy, even chilling, The Tipping Point is one of the most effective books on science for a general audience in ages. It seems inevitable that "tipping point," like "future shock" or "chaos theory," will soon become one of those ideas that everybody knows--or at least knows by name. --Ron Hogan

This celebrated New York Times bestsellernow poised to reach an even wider audience in paperbackis a book that is changing the way North Americans think about selling products and disseminating ideas. Gladwells new afterword to this edition describes how readers can constructively apply the tipping point principle in their own lives and work. Widely hailed as an important work that offers not only a road map to business success but also a profoundly encouraging approach to solving social problems.

Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business

Yes!: 50 Scientifically Proven Ways to Be Persuasive

Small changes can make a big difference in your powers of persuasion

What one word can you start using today to increase your persuasiveness by more than fifty percent?

Which item of stationery can dramatically increase people's responses to your requests?

How can you win over your rivals by inconveniencing them?

Why does knowing that so many dentists are named Dennis improve your persuasive prowess?

Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.

Co-written by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways?

Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom.

Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.

Ultimate Guide to Google Ad Words, 2nd Edition: How To Access 100 Million People in 10 Minutes

Double Your Web Traffic—Overnight!

Google gets searched more than 250 million times every day—creating an unbelievable opportunity to get your business in front of thousands every minute…IF you know what you’re doing.

Google AdWords experts Perry Marshall and Bryan Todd uncover the fundamentals, techniques, tools, and tricks that Google should teach you, but doesn’t. Learn how to build an aggressive campaign from scratch, increase your search engine visibility, consistently capture clicks, double your website traffic, and increase your sales! No other guide is as comprehensive or current in its coverage of today’s fastest, most powerful advertising medium.

Learn how to:

• Build a powerful, streamlined campaign from scratch
• Develop high quality keyword lists
• Write killer advertising and website copy that gets clicks
• Get your ads in front of the best audience possible
• Keep your ads showing up with high quality scores
• Triple your traffic with site-targeted AdSense and Google image ads
• Earn high rankings in Google’s organic search results
• Slash your bid prices
• Gain more conversions and sales
• Avoid costly mistakes made by all Google advertisers
• Determine what’s working with Google’s conversion tracking
• And more!

Plus get FREE e-mail updates on Google’s ever-changing system!

Buyology: Truth and Lies About Why We Buy

How much do we know about why we buy? What truly influences our decisions in today's message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we're barely aware of them?

In BUYOLOGY, Lindstrom, who was voted one of Time Magazine's most influential people of 2009, presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores:

Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products?
Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves?
Can "Cool" brands, like iPods, trigger our mating instincts?
Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product?
Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars?

Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced – or turned off – by marketers' relentless attempts to win our loyalty, our money, and our minds.

Another Science Fiction: Advertising the Space Race 1957-1962

Secrets of Question Based Selling: How the Most Powerful Tool in Business Can Double Your Sales Results

Would you like to increase your own selling results, or the performance of your entire sales team? The concept of Secrets of Question-Based Selling is founded on the idea that an effective salesperson knows what his or her prospect needs, then offers solutions--and the only way to find out what someone needs is to ask!

With more than 17 years of experience in sales and management, Thomas A. Freese has taken the approach that consistently empowered him to exceed, at times even double, his selling results, and has packaged it into the sales methodology he calls Question-Based Selling. This book serves as an explanation of this technique, as well as a reference guide that can be used over time by both salespeople and sales managers to exponentially increase their productivity. You will learn to:
• Penetrate more accounts
• Establish greater credibility
• Generate more return calls
• Prevent and handle objections
• Motivate prospective customers
• Close more sales faster
• And much, much more!

Logo Design Love: A Guide to Creating Iconic Brand Identities

There are a lot of books out there that show collections of logos. But David Airey’s “Logo Design Love” is something different: it’s a guide for designers (and clients) who want to understand what this mysterious business is all about. Written in reader-friendly, concise language, with a minimum of designer jargon, Airey gives a surprisingly clear explanation of the process, using a wide assortment of real-life examples to support his points. Anyone involved in creating visual identities, or wanting to learn how to go about it, will find this book invaluable. - Tom Geismar, Chermayeff & Geismar

In Logo Design Love, Irish graphic designer David Airey brings the best parts of his wildly popular blog of the same name to the printed page. Just as in the blog, David fills each page of this simple, modern-looking book with gorgeous logos and real world anecdotes that illustrate best practices for designing brand identity systems that last.

David not only shares his experiences working with clients, including sketches and final results of his successful designs, but uses the work of many well-known designers to explain why well-crafted brand identity systems are important, how to create iconic logos, and how to best work with clients to achieve success as a designer. Contributors include Gerard Huerta, who designed the logos for Time magazine and Waldenbooks; Lindon Leader, who created the current FedEx brand identity system as well as the CIGNA logo; and many more.

Readers will learn:

• Why one logo is more effective than another
• How to create their own iconic designs
• What sets some designers above the rest
• Best practices for working with clients
• 25 practical design tips for creating logos that last

Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide

Duct Tape Marketing is the small business marketing road map - A collection of proven tools and tactics woven together in a step-by-step marketing system that shows small business owners exactly w

Words that Sell, Revised and Expanded Edition: The Thesaurus to Help You Promote Your Products, Services, and Ideas

More than 6,000 words and phrases that make the difference between "yadda-yadda-yadda" and copy that sells

Looking for a better way to say "authentic?" Words That Sell gives you 57 alternatives. How about "appealing?" Take your pick from 76 synonyms. You'll even find more than 100 variations on "exciting." Fully updated and expanded, this edition of the copywriting classic is packed with inspiration-on-demand for busy professionals who need to win customers--by mail, online, or in person.

• More than 75 lists of powerful and persuasive words and phrases, including 21 new lists for this edition
• Cross-referencing of categories to jump-start creative thinking
• A crash course in basic copywriting techniques
• Helpful lists of commonly misspelled words, confusing words, pretentious phrases to avoid, and more

Roget's is fine for writing term papers and letters to the editor, but when it comes to the business of writing copy that translates into sales, there is no substitute for Words That Sell.

Find the perfect words and phrases to win over customers

Grabbers that get attention:
No-risk offer * One day only! * No strings attached! * What have you got to lose? * All the right ingredients * Inside information * Do you enjoy...? * Leap into...

Descriptions and benefits that create appeal:
Irresistible * winning * zesty * huggable * satisfying * You'll fall in love with...* Your ticket to... * king-size * Gives you the power * baby-soft *

Clinchers to win over your customer:
Reap the benefits today * Don't miss out! * No risk now, no risk later! * You can do it!* You be the judge * Send for our free catalog * 100% satisfaction guarantee

Special strategies that seal the deal:
Five-star quality * You're worth it * Don't fall for... * We make life easier * You're one of a select few... * discriminating * Your thoughtful gift