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Positioning: The Battle for Your Mind
The first book to deal with the problems of communicating to a skeptical, media-blitzed public, Positioning describes a revolutionary approach to creating a "position" in a prospective customer's mind-one that reflects a company's own strengths and weaknesses as well as those of its competitors.
Nudge: Improving Decisions About Health, Wealth, and Happiness
From the winner of the Nobel Prize in Economics, Richard H. Thaler, and Cass R. Sunstein: a revelatory look at how we make decisions'for fans of Malcolm Gladwell's Blink, Charles Duhigg's The Power of Habit, James Clear's Atomic Habits, and Daniel Kahneman's Thinking, Fast and Slow
Thinking, Fast and Slow
In his mega bestseller, Thinking, Fast and Slow, Daniel Kahneman, world-famous psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical.
Switch: How to Change Things When Change Is Hard
In a compelling, story-driven narrative, the Heaths bring together decades of counterintuitive research in psychology, sociology, and other fields to shed new light on how we can effect transformative change. Switch shows that successful changes follow a pattern, a pattern you can use to make the changes that matter to you, whether your interest is in changing the world or changing your waistline.
The Copywriter's Handbook: A Step-By-Step Guide To Writing Copy That Sells, 3rd Edition
This is a book for everyone who writes or approves copy: copywriters, account executives, creative directors, freelance writers, advertising managers . . . even entrepreneurs and brand managers. It reveals dozens of copywriting techniques that can help you write ads, commercials, and direct mail that are clear, persuasive, and get more attention_and sell more products.
Hey Whipple, Squeeze This: The Classic Guide to Creating Great Ads
The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional. Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry
Made to Stick: Why Some Ideas Survive and Others Die
In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds'from the infamous �kidney theft ring� hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony'draw their power from the same six traits.
Why We Buy: The Science of Shopping--Updated and Revised for the Internet, the Global Consumer, and Beyond
Revolutionary retail guru Paco Underhill is back with fresh observations and important lessons in this completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture. The new Why We Buy is an essential guide that offers advice on how to keep your changing customers and entice new and eager ones.
The Opposable Mind: How Successful Leaders Win Through Integrative Thinking
Though following best practice can help in some ways, it also poses a danger: By emulating what a great leader did in a particular situation, you'll likely be terribly disappointed with your own results. Why? Your situation is different. Integrative thinking can be learned, and The Opposable Mind helps you master this vital skill.
On Writing: A Memoir of the Craft
Immensely helpful and illuminating to any aspiring writer, this special edition of Stephen King's critically lauded, million-copy bestseller shares the experiences, habits, and convictions that have shaped him and his work. On Writing will empower and entertain everyone who reads it'fans, writers, and anyone who loves a great story well told.
The Ultimate Sales Letter: 4th Edition: Attract New Customers. Boost your Sales.
In the age of e-mail and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling book, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.
Pre-suasion: A Revolutionary Way to Influence and Persuade
From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda.