Seducing Strangers: How to Get People to Buy What You're Selling (The Little Black Book of Advertising Secrets)
Weltman identifies the four elements of selling—one of which is behind everything from a national television campaign to an email blast. There’s the ad that makes people curious—want to know more? That creates a sense of urgency—limited time offer! That increases market share—why we’re unique, or just better. And the ad that protects margins—thank you for your loyalty. And then Weltman explains how to employ these strategies, including: the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships.
Advertising, Joshua Weltman argues, is a toolbox, not a tool, and used right it makes people happy. Seducing Strangers shows you how.
“People often ask me questions, or ask my opinions, on or about the world of advertising. My stock response is ‘You know I play a fictional advertising executive, right?’ That’s usually used to cover the ignorance or stupidity of whatever I am about to say next. In the future I will simply refer them to Josh Weltman.” —from the Foreword by Jon Hamm
shopping problem with those surrounding big markets. A Small Budget and a Big Attitude We started out by creating ads that were all about the small size of the store. In the little Santa Ynez Valley local newspaper, we ran an ad featuring a photograph of an actual-size baguette. It was twenty-two inches high and took up three whole columns of a page from top to bottom. The ad read: The new Los Olivos Grocery is small. It’s 60 feet by 90 feet. But we devote 3 square feet to Anacapa bread
Babel One Bit at a Time I’ve said it before, but I think it’s worth repeating. There are four realistic business goals companies can hope to achieve through advertising: 1. Increase inquiries by making people curious. 2. Boost sales by giving customers temporary opportunities or limited-time offers. 3. Improve market share or get a bigger piece of the pie by reminding people what makes the company or its products and services special. 4. Build or defend profit margins by aligning the
makes people’s lives better. But in online digital and social media, customers are the heroes of their own stories. And messages about products and services are appreciated only to the extent that they support and advance the story of the hero. Messages about products and services are appreciated only to the extent that they support and advance the story of the hero. Excuse Me, Would You Please Get Out of My Movie? The saying “It’s all about the journey” is truer than ever online. We’re
Albert, Robin Veith, Kater Gordon, Brett Johnson, Jonathan Igla, Andre and Maria Jacquemetton, Semi Chellas, David Isaacs, Janet Leahy, Carly Wray, Victor Levin, Erin Levy, Allison Mann, Tom Palmer, Frank Pierson, Chris Provenzano, Tom Smuts, Mike Saltzman, Dahvi Waller, and Robert Towne. Thanks to the actors who made the job of using words, pictures, stories, and music to make someone, somewhere do something look like a smart, cool, and sexy way to make a living: Jon Hamm, Elisabeth Moss, John
Any one of them could have screwed up and ruined or at least soiled the reputation of the Coca-Cola Company. Building a real brand is the long, slow, back-and-forth process of using advertising to set the market’s expectations, then delivering products that meet or exceed them. It’s not a solo act. Brands are built together by ad agencies or other companies who make promises and by companies that make or provide products and services. Neither the promise-making company nor the product- or