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 Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
My feedback, 20 Nov 2008
I found the workshops in this book easy to follow and by practising the techniques I really understood what I was being taught.
This book removes the mystery of writing sales letters that work and its chatty style is easy to read.
I think it is a great introduction for anyone new to copywriting.
Keep this at the ready, 16 Aug 2006
Makes the difference between doing what seems to make sense, and doing what WORKS. It's worth buying this book for Chapter Seven's insights on long letters alone, but the useful resource on page 55 has made my copy dog-eared from months of use. Anybody who writes sales copy would find this an approachable resource.
Small and sweet, but packed with great advice!, 28 Feb 2005
This is only a little book, and you wouldn't think that something so small would be able to cover very much material. Don't be fooled! Bentley clearly has experience in bucketloads, and she's distilled it all into these 160 pages. The style is easy to read, and the advice she gives is easy to follow. But more important - the book is full of advice, tips, and even attitudes which seem obvious when you read them, but which you'd never work out for yourself if someone hadn't told you. (And, when you compare some of the sales letters you receive every day with the advice in the book, you can see how few other people understand this stuff!) Overall, a well-deserved five stars for an outstanding book.
A Treasure Trove of Ideas, 24 Feb 2005
Carol Bentley's book is what I call 'delve-able'. It's individuality allows you to delve into a Chapter to seek inspiration or just check something out.
Be a super copywriter, 30 Jan 2005
Without doubt, this book is an essential read for anyone who may ever need to write a sales letter, draft an advertisement or even write a product description. Every chapter is a gem and because the author uses the techniques described in the book to present the information in the book, it's instantly obvious to the reader just how powerfull they are and how easy to apply. Using the information and techniques from the book, I can honestly say that our new style sales letters are a vast improvement on earlier letters and are already showing improved response ... this book will pay for itself over and over again
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
My feedback, 20 Nov 2008
I found the workshops in this book easy to follow and by practising the techniques I really understood what I was being taught.
This book removes the mystery of writing sales letters that work and its chatty style is easy to read.
I think it is a great introduction for anyone new to copywriting.
Keep this at the ready, 16 Aug 2006
Makes the difference between doing what seems to make sense, and doing what WORKS. It's worth buying this book for Chapter Seven's insights on long letters alone, but the useful resource on page 55 has made my copy dog-eared from months of use. Anybody who writes sales copy would find this an approachable resource.
Small and sweet, but packed with great advice!, 28 Feb 2005
This is only a little book, and you wouldn't think that something so small would be able to cover very much material. Don't be fooled! Bentley clearly has experience in bucketloads, and she's distilled it all into these 160 pages. The style is easy to read, and the advice she gives is easy to follow. But more important - the book is full of advice, tips, and even attitudes which seem obvious when you read them, but which you'd never work out for yourself if someone hadn't told you. (And, when you compare some of the sales letters you receive every day with the advice in the book, you can see how few other people understand this stuff!) Overall, a well-deserved five stars for an outstanding book.
A Treasure Trove of Ideas, 24 Feb 2005
Carol Bentley's book is what I call 'delve-able'. It's individuality allows you to delve into a Chapter to seek inspiration or just check something out.
Be a super copywriter, 30 Jan 2005
Without doubt, this book is an essential read for anyone who may ever need to write a sales letter, draft an advertisement or even write a product description. Every chapter is a gem and because the author uses the techniques described in the book to present the information in the book, it's instantly obvious to the reader just how powerfull they are and how easy to apply. Using the information and techniques from the book, I can honestly say that our new style sales letters are a vast improvement on earlier letters and are already showing improved response ... this book will pay for itself over and over again
A Classic is Updated, 01 Dec 2002
This is a classic. It was,when first published, the most useful book on fundraising practice available. It contained lots of information on how Ken had worked to develop real relationships with donors.
This revised and updated edition contains new examples of how others have taken Ken's ideas and made them work. Especiallly useful are the checklists and explanations of various ways of describing donor relations.
If you are involved with donors you should read this book to help you increase the value of your relationship. If you are involved in campaigning buy it to find out about how to link giving and changing people's ideas.
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
My feedback, 20 Nov 2008
I found the workshops in this book easy to follow and by practising the techniques I really understood what I was being taught.
This book removes the mystery of writing sales letters that work and its chatty style is easy to read.
I think it is a great introduction for anyone new to copywriting.
Keep this at the ready, 16 Aug 2006
Makes the difference between doing what seems to make sense, and doing what WORKS. It's worth buying this book for Chapter Seven's insights on long letters alone, but the useful resource on page 55 has made my copy dog-eared from months of use. Anybody who writes sales copy would find this an approachable resource.
Small and sweet, but packed with great advice!, 28 Feb 2005
This is only a little book, and you wouldn't think that something so small would be able to cover very much material. Don't be fooled! Bentley clearly has experience in bucketloads, and she's distilled it all into these 160 pages. The style is easy to read, and the advice she gives is easy to follow. But more important - the book is full of advice, tips, and even attitudes which seem obvious when you read them, but which you'd never work out for yourself if someone hadn't told you. (And, when you compare some of the sales letters you receive every day with the advice in the book, you can see how few other people understand this stuff!) Overall, a well-deserved five stars for an outstanding book.
A Treasure Trove of Ideas, 24 Feb 2005
Carol Bentley's book is what I call 'delve-able'. It's individuality allows you to delve into a Chapter to seek inspiration or just check something out.
Be a super copywriter, 30 Jan 2005
Without doubt, this book is an essential read for anyone who may ever need to write a sales letter, draft an advertisement or even write a product description. Every chapter is a gem and because the author uses the techniques described in the book to present the information in the book, it's instantly obvious to the reader just how powerfull they are and how easy to apply. Using the information and techniques from the book, I can honestly say that our new style sales letters are a vast improvement on earlier letters and are already showing improved response ... this book will pay for itself over and over again
A Classic is Updated, 01 Dec 2002
This is a classic. It was,when first published, the most useful book on fundraising practice available. It contained lots of information on how Ken had worked to develop real relationships with donors.
This revised and updated edition contains new examples of how others have taken Ken's ideas and made them work. Especiallly useful are the checklists and explanations of various ways of describing donor relations.
If you are involved with donors you should read this book to help you increase the value of your relationship. If you are involved in campaigning buy it to find out about how to link giving and changing people's ideas.
A Must Read!, 23 Jun 2004
The advent of the publicly owned media conglomerate has left busy, multi-tasking reporters more dependent than ever on stories pitched by people, like you, who are looking for media placement. Full Frontal PR is an insider's look at how to make your story sing and dance in the mass media. The modern era requires hype, spin, guerilla marketing, buzz and hard core understanding of the media intake biz. The book's core lesson: how to get people to talk about you, your product and your service - the most important element in any PR campaign. Here's how to establish yourself as an expert source, so reporters get in the habit of calling you for quotes. Media veterans may have to dig for new ideas, but they are in here. However, we particularly suggest this manual of media manipulation to entry and mid-level PR managers who want to know more about creating that buzz.
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
My feedback, 20 Nov 2008
I found the workshops in this book easy to follow and by practising the techniques I really understood what I was being taught.
This book removes the mystery of writing sales letters that work and its chatty style is easy to read.
I think it is a great introduction for anyone new to copywriting.
Keep this at the ready, 16 Aug 2006
Makes the difference between doing what seems to make sense, and doing what WORKS. It's worth buying this book for Chapter Seven's insights on long letters alone, but the useful resource on page 55 has made my copy dog-eared from months of use. Anybody who writes sales copy would find this an approachable resource.
Small and sweet, but packed with great advice!, 28 Feb 2005
This is only a little book, and you wouldn't think that something so small would be able to cover very much material. Don't be fooled! Bentley clearly has experience in bucketloads, and she's distilled it all into these 160 pages. The style is easy to read, and the advice she gives is easy to follow. But more important - the book is full of advice, tips, and even attitudes which seem obvious when you read them, but which you'd never work out for yourself if someone hadn't told you. (And, when you compare some of the sales letters you receive every day with the advice in the book, you can see how few other people understand this stuff!) Overall, a well-deserved five stars for an outstanding book.
A Treasure Trove of Ideas, 24 Feb 2005
Carol Bentley's book is what I call 'delve-able'. It's individuality allows you to delve into a Chapter to seek inspiration or just check something out.
Be a super copywriter, 30 Jan 2005
Without doubt, this book is an essential read for anyone who may ever need to write a sales letter, draft an advertisement or even write a product description. Every chapter is a gem and because the author uses the techniques described in the book to present the information in the book, it's instantly obvious to the reader just how powerfull they are and how easy to apply. Using the information and techniques from the book, I can honestly say that our new style sales letters are a vast improvement on earlier letters and are already showing improved response ... this book will pay for itself over and over again
A Classic is Updated, 01 Dec 2002
This is a classic. It was,when first published, the most useful book on fundraising practice available. It contained lots of information on how Ken had worked to develop real relationships with donors.
This revised and updated edition contains new examples of how others have taken Ken's ideas and made them work. Especiallly useful are the checklists and explanations of various ways of describing donor relations.
If you are involved with donors you should read this book to help you increase the value of your relationship. If you are involved in campaigning buy it to find out about how to link giving and changing people's ideas.
A Must Read!, 23 Jun 2004
The advent of the publicly owned media conglomerate has left busy, multi-tasking reporters more dependent than ever on stories pitched by people, like you, who are looking for media placement. Full Frontal PR is an insider's look at how to make your story sing and dance in the mass media. The modern era requires hype, spin, guerilla marketing, buzz and hard core understanding of the media intake biz. The book's core lesson: how to get people to talk about you, your product and your service - the most important element in any PR campaign. Here's how to establish yourself as an expert source, so reporters get in the habit of calling you for quotes. Media veterans may have to dig for new ideas, but they are in here. However, we particularly suggest this manual of media manipulation to entry and mid-level PR managers who want to know more about creating that buzz.
And Then Put Them to Effective Use!, 30 Dec 2005
Cone's title correctly indicates an "in your face attitude" as he shares a number of what he claims to be "marketing secrets that will make [his reader] a star." Of course, how many of them are head-snapping revelations depends entirely on what each reader already knows (or thinks she or he knows) about marketing. To me, this book's single greatest benefit is that it is thought-provoking. Throughout the book, the tone is personal, conversational really, and sometimes confrontational. Cone challenges those who read it to consider or (better yet) reconsider their responses to questions such as these: 1. What do all "winning" marketing plans share in common? 2. What is a brand? What makes one successful? How to manage it? 3. How to create a unique selling proposition? 4. How to "create, hire, or beg" to build a memorable personality for your business? 5. Where do "big breakthrough ideas" come from? In Chapter 22, Cone discusses the ten "secrets" he urges his reader to "steal." At this point, I presume to offer a caveat: Do not make the mistake of cherry-picking ("stealing") ideas from Cone or from any others and then cobble them together in what you may assume to be a cohesive and comprehensive marketing plan. Presumably Cone would agree with me that there are three basic questions which must first be answered: 1. Who are you?
2. What do you do?
3. Why does it matter? Unless and until clear and concise answers to these questions are agreed upon by everyone directly involved in the given enterprise, no marketing initiatives will be effective. For many of those who read this book, Cone can help to formulate those answers. He also suggests a wealth of strategies and tactics by which to achieve marketing objectives, once they have been identified. Few (if any) of those who read his book will agree with him about everything he asserts. To repeat, I think its single greatest benefit is that it is thought-provoking. As you read it, take an "in your face" attitude toward Cone and challenge him to convince you as you proceed from one assertion to the next. I forget who said it but I came across a statement years ago which, in this context, seems especially relevant: If both of us agree, one of us is useless. In the final chapter, Cone explains that this book is meant as a "reference guide." What he insists is needed (and I agree) is to use straightforward thinking as well as to understand both what turns people on and gets them to buy products and services and the key elements of building a successful brand. Inorder for any organization to be all that it can be, "There is really nothing more important for a marketing professional to do than get the right product in front of the right customer with the least amount of waste in time and money." Quite true. It would also be a good idea to remember Warren Buffett's observation that price is what we charge but value is what others think it's worth. Those who share my high regard for this book are urged to check out Theodore Levitt's The Marketing Imagination, Marty Neumeier's The Brand Gap: How to Bridge the Gap Between Business Strategy and Design, Tom Asacker's A Clear Eye for Branding, and Jeffrey J. Fox's How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Register.
Solid marketing basics, 28 Dec 2005
Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. We recommend this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
My feedback, 20 Nov 2008
I found the workshops in this book easy to follow and by practising the techniques I really understood what I was being taught.
This book removes the mystery of writing sales letters that work and its chatty style is easy to read.
I think it is a great introduction for anyone new to copywriting.
Keep this at the ready, 16 Aug 2006
Makes the difference between doing what seems to make sense, and doing what WORKS. It's worth buying this book for Chapter Seven's insights on long letters alone, but the useful resource on page 55 has made my copy dog-eared from months of use. Anybody who writes sales copy would find this an approachable resource.
Small and sweet, but packed with great advice!, 28 Feb 2005
This is only a little book, and you wouldn't think that something so small would be able to cover very much material. Don't be fooled! Bentley clearly has experience in bucketloads, and she's distilled it all into these 160 pages. The style is easy to read, and the advice she gives is easy to follow. But more important - the book is full of advice, tips, and even attitudes which seem obvious when you read them, but which you'd never work out for yourself if someone hadn't told you. (And, when you compare some of the sales letters you receive every day with the advice in the book, you can see how few other people understand this stuff!) Overall, a well-deserved five stars for an outstanding book.
A Treasure Trove of Ideas, 24 Feb 2005
Carol Bentley's book is what I call 'delve-able'. It's individuality allows you to delve into a Chapter to seek inspiration or just check something out.
Be a super copywriter, 30 Jan 2005
Without doubt, this book is an essential read for anyone who may ever need to write a sales letter, draft an advertisement or even write a product description. Every chapter is a gem and because the author uses the techniques described in the book to present the information in the book, it's instantly obvious to the reader just how powerfull they are and how easy to apply. Using the information and techniques from the book, I can honestly say that our new style sales letters are a vast improvement on earlier letters and are already showing improved response ... this book will pay for itself over and over again
A Classic is Updated, 01 Dec 2002
This is a classic. It was,when first published, the most useful book on fundraising practice available. It contained lots of information on how Ken had worked to develop real relationships with donors.
This revised and updated edition contains new examples of how others have taken Ken's ideas and made them work. Especiallly useful are the checklists and explanations of various ways of describing donor relations.
If you are involved with donors you should read this book to help you increase the value of your relationship. If you are involved in campaigning buy it to find out about how to link giving and changing people's ideas.
A Must Read!, 23 Jun 2004
The advent of the publicly owned media conglomerate has left busy, multi-tasking reporters more dependent than ever on stories pitched by people, like you, who are looking for media placement. Full Frontal PR is an insider's look at how to make your story sing and dance in the mass media. The modern era requires hype, spin, guerilla marketing, buzz and hard core understanding of the media intake biz. The book's core lesson: how to get people to talk about you, your product and your service - the most important element in any PR campaign. Here's how to establish yourself as an expert source, so reporters get in the habit of calling you for quotes. Media veterans may have to dig for new ideas, but they are in here. However, we particularly suggest this manual of media manipulation to entry and mid-level PR managers who want to know more about creating that buzz.
And Then Put Them to Effective Use!, 30 Dec 2005
Cone's title correctly indicates an "in your face attitude" as he shares a number of what he claims to be "marketing secrets that will make [his reader] a star." Of course, how many of them are head-snapping revelations depends entirely on what each reader already knows (or thinks she or he knows) about marketing. To me, this book's single greatest benefit is that it is thought-provoking. Throughout the book, the tone is personal, conversational really, and sometimes confrontational. Cone challenges those who read it to consider or (better yet) reconsider their responses to questions such as these: 1. What do all "winning" marketing plans share in common? 2. What is a brand? What makes one successful? How to manage it? 3. How to create a unique selling proposition? 4. How to "create, hire, or beg" to build a memorable personality for your business? 5. Where do "big breakthrough ideas" come from? In Chapter 22, Cone discusses the ten "secrets" he urges his reader to "steal." At this point, I presume to offer a caveat: Do not make the mistake of cherry-picking ("stealing") ideas from Cone or from any others and then cobble them together in what you may assume to be a cohesive and comprehensive marketing plan. Presumably Cone would agree with me that there are three basic questions which must first be answered: 1. Who are you?
2. What do you do?
3. Why does it matter? Unless and until clear and concise answers to these questions are agreed upon by everyone directly involved in the given enterprise, no marketing initiatives will be effective. For many of those who read this book, Cone can help to formulate those answers. He also suggests a wealth of strategies and tactics by which to achieve marketing objectives, once they have been identified. Few (if any) of those who read his book will agree with him about everything he asserts. To repeat, I think its single greatest benefit is that it is thought-provoking. As you read it, take an "in your face" attitude toward Cone and challenge him to convince you as you proceed from one assertion to the next. I forget who said it but I came across a statement years ago which, in this context, seems especially relevant: If both of us agree, one of us is useless. In the final chapter, Cone explains that this book is meant as a "reference guide." What he insists is needed (and I agree) is to use straightforward thinking as well as to understand both what turns people on and gets them to buy products and services and the key elements of building a successful brand. Inorder for any organization to be all that it can be, "There is really nothing more important for a marketing professional to do than get the right product in front of the right customer with the least amount of waste in time and money." Quite true. It would also be a good idea to remember Warren Buffett's observation that price is what we charge but value is what others think it's worth. Those who share my high regard for this book are urged to check out Theodore Levitt's The Marketing Imagination, Marty Neumeier's The Brand Gap: How to Bridge the Gap Between Business Strategy and Design, Tom Asacker's A Clear Eye for Branding, and Jeffrey J. Fox's How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Register.
Solid marketing basics, 28 Dec 2005
Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. We recommend this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.
Marketing will never be the same again, 20 Apr 2004
'The Gorillas want Bananas' is a real underwear changing book, bothfrightening and inspiring.
Frightening when Debbie and Joe explain whythe money I've wasted on marketing has been ineffective, you know; theradio and magazine ads that no one responds to, the flyers that end up inthe bin. Money out the window for no return.
Inspiring because there are other ways of doing it which the book lays outbefore you.
But don't think this book will do it for you. You still need to takeaction your self.
I read the book through and then went back and read it again. I found evenmore nuggets the second time round.
This book will change the way you do your marketing. Your underwear mightnever recover!
Practical achievable advice, 20 Apr 2004
For the record, I was very impressed with "The Gorillas Want Bananas" and I think it should be required reading for all SMEs, especially start-ups. I like it because it's focused on results and looks at proven marketing activities where a small investment generates a good return. The best compliment I can pay you is that I've bought several copies for friends and clients.
A lean, mean, marketing machine, 19 Oct 2003
Let’s get this out of the way first of all: there are lots of books around that say they’ll transform the marketing of your SME. This isn’t one of them. Why? Because it doesn’t say it, it does it. This book is rather more than a breath of fresh air. In fact it makes a hurricane seem like a gentle zephyr, so overwhelmingly does it blast out all the BS that’s ever been published about marketing for SMEs before now. (Well, not just SMEs, come to that. There are pertinent lessons for major corporations to learn here, but be warned. The truth hurts.) “Lean Marketing,” as the book’s central topic is called, takes conventional marketing and corporate hype and bangs their heads together hard. The ensuing result is inspired, streamlined good sense that small-biz owners/marketers will jump at and corporate marketing staffers will lust after in their dreams.
The book’s conversational, no-nonsense style is as more-ish as Belgian chocolates; this is the first business book to keep me awake into the small hours because I couldn’t put it down. And considering I write business books myself, that’s serious praise.
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
The title overpromises and the text underdelivers: ironically this is exactly what the books urges you to avoid.
A reference work to hug and re-visit., 30 Apr 2008
You need a book that will give you easy real-life secrets to make your writing more effective and this is it. Yes, as a disgruntled reviewer here mentions, (some of) these tips are available elsewhere, but you must admit - it's one heck of a good book title (and it successfully drew in the two people who didn't like the book)! Specific words, key phrases and formats are the backbone of this text. Joe talks you through every step of your journey from ho-hum to hypnotic. I use this book (among half a dozen others, as in any other field of endeavour) as a comfort touch-stone. I pick it up (along with the others) and flick through it (and them) whenever I need faith in what I've done, confidence in what I'm doing, focus on what I'm actually trying to achieve and inspiration about how to proceed.
The Best Hypnotic Advice I Can Give You...., 20 Nov 2007
I was very much looking forward to reading this book, as I have heard a lot of positive things about the author. Yet, the best Hypnotic advice I can give you is to save your money!!
There is absolutely nothing you can learn from this book that you cannot learn from NLP and books such as Persuasion and Unlimited Selling Skills.
Save your money or better still donate it to a good cause, it will make you feel much better.
Tuly Disapointing, 14 Nov 2007
I was truly, truly disapointed with this book. Disapointed because you can pick up the same hints and tips on what good writing is from the hundreds of other books that are on sale here on www.amazon.co.uk and the 'Hypnotic' context is just a miserable gimmick.
Superb, 23 Sep 2007
This is it!!! For years now i have been trying to explain to my staff, clients and customers exactly what Joe has described.
I didn't have the words or the ideas that Joe has superbly come up with. This is my 3rd instalment of Joe's work and i really do think this is by far the best he has put out.
I only wish i had the ability that Joe has is describing, understanding and doing what i think we have all experience but couldn't explain.
Superb!
Gary May
Author: SELLING: Powerful New Strategies for Sales Success
www.garymay.co.uk
My feedback, 20 Nov 2008
I found the workshops in this book easy to follow and by practising the techniques I really understood what I was being taught.
This book removes the mystery of writing sales letters that work and its chatty style is easy to read.
I think it is a great introduction for anyone new to copywriting.
Keep this at the ready, 16 Aug 2006
Makes the difference between doing what seems to make sense, and doing what WORKS. It's worth buying this book for Chapter Seven's insights on long letters alone, but the useful resource on page 55 has made my copy dog-eared from months of use. Anybody who writes sales copy would find this an approachable resource.
Small and sweet, but packed with great advice!, 28 Feb 2005
This is only a little book, and you wouldn't think that something so small would be able to cover very much material. Don't be fooled! Bentley clearly has experience in bucketloads, and she's distilled it all into these 160 pages. The style is easy to read, and the advice she gives is easy to follow. But more important - the book is full of advice, tips, and even attitudes which seem obvious when you read them, but which you'd never work out for yourself if someone hadn't told you. (And, when you compare some of the sales letters you receive every day with the advice in the book, you can see how few other people understand this stuff!) Overall, a well-deserved five stars for an outstanding book.
A Treasure Trove of Ideas, 24 Feb 2005
Carol Bentley's book is what I call 'delve-able'. It's individuality allows you to delve into a Chapter to seek inspiration or just check something out.
Be a super copywriter, 30 Jan 2005
Without doubt, this book is an essential read for anyone who may ever need to write a sales letter, draft an advertisement or even write a product description. Every chapter is a gem and because the author uses the techniques described in the book to present the information in the book, it's instantly obvious to the reader just how powerfull they are and how easy to apply. Using the information and techniques from the book, I can honestly say that our new style sales letters are a vast improvement on earlier letters and are already showing improved response ... this book will pay for itself over and over again
A Classic is Updated, 01 Dec 2002
This is a classic. It was,when first published, the most useful book on fundraising practice available. It contained lots of information on how Ken had worked to develop real relationships with donors.
This revised and updated edition contains new examples of how others have taken Ken's ideas and made them work. Especiallly useful are the checklists and explanations of various ways of describing donor relations.
If you are involved with donors you should read this book to help you increase the value of your relationship. If you are involved in campaigning buy it to find out about how to link giving and changing people's ideas.
A Must Read!, 23 Jun 2004
The advent of the publicly owned media conglomerate has left busy, multi-tasking reporters more dependent than ever on stories pitched by people, like you, who are looking for media placement. Full Frontal PR is an insider's look at how to make your story sing and dance in the mass media. The modern era requires hype, spin, guerilla marketing, buzz and hard core understanding of the media intake biz. The book's core lesson: how to get people to talk about you, your product and your service - the most important element in any PR campaign. Here's how to establish yourself as an expert source, so reporters get in the habit of calling you for quotes. Media veterans may have to dig for new ideas, but they are in here. However, we particularly suggest this manual of media manipulation to entry and mid-level PR managers who want to know more about creating that buzz.
And Then Put Them to Effective Use!, 30 Dec 2005
Cone's title correctly indicates an "in your face attitude" as he shares a number of what he claims to be "marketing secrets that will make [his reader] a star." Of course, how many of them are head-snapping revelations depends entirely on what each reader already knows (or thinks she or he knows) about marketing. To me, this book's single greatest benefit is that it is thought-provoking. Throughout the book, the tone is personal, conversational really, and sometimes confrontational. Cone challenges those who read it to consider or (better yet) reconsider their responses to questions such as these: 1. What do all "winning" marketing plans share in common? 2. What is a brand? What makes one successful? How to manage it? 3. How to create a unique selling proposition? 4. How to "create, hire, or beg" to build a memorable personality for your business? 5. Where do "big breakthrough ideas" come from? In Chapter 22, Cone discusses the ten "secrets" he urges his reader to "steal." At this point, I presume to offer a caveat: Do not make the mistake of cherry-picking ("stealing") ideas from Cone or from any others and then cobble them together in what you may assume to be a cohesive and comprehensive marketing plan. Presumably Cone would agree with me that there are three basic questions which must first be answered: 1. Who are you?
2. What do you do?
3. Why does it matter? Unless and until clear and concise answers to these questions are agreed upon by everyone directly involved in the given enterprise, no marketing initiatives will be effective. For many of those who read this book, Cone can help to formulate those answers. He also suggests a wealth of strategies and tactics by which to achieve marketing objectives, once they have been identified. Few (if any) of those who read his book will agree with him about everything he asserts. To repeat, I think its single greatest benefit is that it is thought-provoking. As you read it, take an "in your face" attitude toward Cone and challenge him to convince you as you proceed from one assertion to the next. I forget who said it but I came across a statement years ago which, in this context, seems especially relevant: If both of us agree, one of us is useless. In the final chapter, Cone explains that this book is meant as a "reference guide." What he insists is needed (and I agree) is to use straightforward thinking as well as to understand both what turns people on and gets them to buy products and services and the key elements of building a successful brand. Inorder for any organization to be all that it can be, "There is really nothing more important for a marketing professional to do than get the right product in front of the right customer with the least amount of waste in time and money." Quite true. It would also be a good idea to remember Warren Buffett's observation that price is what we charge but value is what others think it's worth. Those who share my high regard for this book are urged to check out Theodore Levitt's The Marketing Imagination, Marty Neumeier's The Brand Gap: How to Bridge the Gap Between Business Strategy and Design, Tom Asacker's A Clear Eye for Branding, and Jeffrey J. Fox's How to Become a Marketing Superstar: Unexpected Rules That Ring the Cash Register.
Solid marketing basics, 28 Dec 2005
Author Steve Cone distills some of the best ideas and observations from his 30-year career in marketing and advertising into a breezy, but valuable basic book for anyone who provides or purchases marketing services. His book covers the basics of ad design, placement, branding, integrated marketing, public relations, sponsorships and the use of spokespeople. Each chapter is succinct, and packed with practical advice. Cone helpfully critiques or praises actual ads to drive home his points. We recommend this fine elementary book to up-and-coming marketers, or to nonmarketers who need to know what is going on.
Marketing will never be the same again, 20 Apr 2004
'The Gorillas want Bananas' is a real underwear changing book, bothfrightening and inspiring.
Frightening when Debbie and Joe explain whythe money I've wasted on marketing has been ineffective, you know; theradio and magazine ads that no one responds to, the flyers that end up inthe bin. Money out the window for no return.
Inspiring because there are other ways of doing it which the book lays outbefore you.
But don't think this book will do it for you. You still need to takeaction your self.
I read the book through and then went back and read it again. I found evenmore nuggets the second time round.
This book will change the way you do your marketing. Your underwear mightnever recover!
Practical achievable advice, 20 Apr 2004
For the record, I was very impressed with "The Gorillas Want Bananas" and I think it should be required reading for all SMEs, especially start-ups. I like it because it's focused on results and looks at proven marketing activities where a small investment generates a good return. The best compliment I can pay you is that I've bought several copies for friends and clients.
A lean, mean, marketing machine, 19 Oct 2003
Let’s get this out of the way first of all: there are lots of books around that say they’ll transform the marketing of your SME. This isn’t one of them. Why? Because it doesn’t say it, it does it. This book is rather more than a breath of fresh air. In fact it makes a hurricane seem like a gentle zephyr, so overwhelmingly does it blast out all the BS that’s ever been published about marketing for SMEs before now. (Well, not just SMEs, come to that. There are pertinent lessons for major corporations to learn here, but be warned. The truth hurts.) “Lean Marketing,” as the book’s central topic is called, takes conventional marketing and corporate hype and bangs their heads together hard. The ensuing result is inspired, streamlined good sense that small-biz owners/marketers will jump at and corporate marketing staffers will lust after in their dreams.
The book’s conversational, no-nonsense style is as more-ish as Belgian chocolates; this is the first business book to keep me awake into the small hours because I couldn’t put it down. And considering I write business books myself, that’s serious praise.
A field guide to the new social media phenomenon, 04 Oct 2007
Much like the cyberculture events that Ben McConnell and Jackie Huba cherish, their book is fun, jazzy and almost habit-forming. They spin tale after tale of individuals and communities that are doing new and exciting things online, demonstrating just how much the emerging "social media" movement has changed the media landscape. Although fan sites devoted to particular cars or fictional universes are similar to older media phenomena such as fan magazines, spontaneously arising mass movements dedicated to saving discontinued soft drinks or spreading song parodies are unpredictable and unprecedented. The authors do a great job of sketching the outlines of the new movement. However, in part because the movement is still emerging, and in part because of their genuine enthusiasm for its activities, their analyses aren't as strong as their descriptions. This is especially true of their discussion of the forces driving social media, which are apparently all positive. With that caveat, we recommend this book to old-media communicators who want to understand the latest cyberculture developments and apply them to their own businesses.
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Customer Reviews
Fantastic - ideas packed and funny!, 09 Apr 2008
I was cautious when purchasing this book, as i long for the balance between a course book (serious and academic) and professional (full or examples). I am a marketing and pr manager and this book is just what i needed. i get inspired every ten pages! i highly recommend it. the language is simple, and funny. the book is full of real life examples from big and small companies. the author is an experience, long-term businessman. the book is around 450 pages, bulky and a great value for money. The truth can hurt, 08 Jan 2007
The important thing about this book is that it shows you how easy it is to go wrong. Stone's book 'Successful Direct Marketing Methods' is great because it's full of explanations of how things work, but it is quite formal. Drayton Bird's book is more humble - and not afraid to explain how easy it is to make a mistake. The incredible thing is that people today are launching products and making the very same mistakes!
Surely it's worth reading about the principles of marketing - as described in detail so clearly by Drayton - before losing all your money?!
Peter Hobday Help me with my job!, 18 Jun 2005
A great books by all meanings! I m a real estate broker and I found that book very helpful, teaching me, guiding me to fight the right answers to my questions. Does exactly what it says on the cover., 19 Jan 2004
I can honestly say this has been the best marketing book I have ever read. You can now burn your Kotler texts and burn every other book you've ever bought on marketing. This book is simply superb. Bird cuts through all the fluff and gets to the point everytime with relevant examples and years of solid experience. This book it one investment that will pay for itself many times over.
A "can't put down" book, 30 Apr 2003
This book is everything it claims to be.
Just about every page contains a pearl or wisdom.
Bit of a disappointment..., 13 Jun 2008
Not exactly what I was expecting, although it is not that bad overall.
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