Step into the captivating world where creativity meets persuasion, where messages are meticulously crafted to captivate and compel.
Yesterday, I read a book titled: "It's not how good you are, it's how good you want to be", the world's best-selling book by PAUL ARDEN.
I delved into a remarkable book on advertising, unlocking the secrets behind the art of influencing hearts and minds. As I turned each page, a symphony of words and visuals orchestrated by the Guru himself, Paul Arden, enveloped my senses, leaving an indelible mark on my understanding of this captivating industry.
Join me on a journey through the insightful tome as we unravel the hidden techniques, delve into the psychology of persuasion, and discover the power of advertising to shape our perceptions and shape the world around us.
Brace yourself, for the art of advertising has never been so enchanting.
How to improve your strike rate:
1. Lines (slogans) win business.
If you can find a way of summing up what the client wants to feel about his company but cannot express himself, you've got him.
2. Repeat the line. Repeat the line. Repeat the line.
Instead of covering the walls with different ideas, placing your slogan as an afterthought in the bottom right hand corner of the advertisement, make it an integral part of the headline.
It reduces the number of ideas presented from twenty to one.
Every advertisement you show is another opportunity to print your idea in the client's mind.
3. Wave the client's flag in front of him.
If, for instance, BP's logo is green and yellow, feature green and yellow in your presentation.
And if he is proud of his LOGO, make it big. It may not please you aesthetically, but he'll find it reassuring to see his name.
Remember, advertising starts with a name.
4. Present creative work first.
How many times have you sat uncomfortably through media plans, research findings, and planning strategies when all everyone wants to see is the creative work.
Try opening with the creative work. If he likes it, he'll listen with interest to whatever else is said. If he doesn't, you're dead anyway, and it'll shorten the meeting.
5. Don't put your best people on new business pitches.
The most respected creative people will probably do something too original, too controversial to be acceptable to a conservative group of clients at your first meeting.
Put the people who consistently get the agency out of trouble on it. Their work may not be as dazzling, but it'll be intelligent and the client will relate to the better idea.
6. Present on Tuesday.
Assuming there are five pitches, on each day of the week.
By Friday the client will be so overwhelmed with the quantity and quality of work that he'll find it impossible to make a decision.
The odds are that he'll pick Tuesday presentation, the second meeting because he was still clear-headed then.
Monday was too early, nothing to judge by (or to compare with).
Wednesday and Thursday were like eating too much chocolate.
Friday. Feeling sick.
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It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem-solving, responding to a brief, communicating, playing your cards right, making mistakes, and creativity, all notions that can be applied to aspects of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit, and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must!
To read more, click or copy and paste this link: https://www.amazon.com/Its-Not-How-Good-Want/dp/0714843377
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This book was given to me by a close friend. Shoutout to you where ever you are and I hope that you are happier right now. Thanks for giving this book to me. I appreciate this one.
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