John Caples "Proven Advertising Techniques"
Posted: Sat Dec 21, 2024 6:15 am
This is another book that helps you learn to think like an advertiser. Its author is one of the leading lights of the advertising business, John Caples, who has dedicated more than 50 years of his life to advertising.
The book has been in continuous reprint since 1932. However, most of the principles it outlines are still relevant.
John Caples discusses such points as:
illustration,
title,
formatting features,
testing,
types of advertising texts that are believed and not believed, etc.
What this will give you: You will take away from this book an understanding of the basic principles of advertising.
This book is about writing effective texts, and without them usa whatsapp numbers database there can be no marketing. After all, communication with clients takes place in verbal form.
6. Jack Trout and Al Ries "Positioning. The Battle for Minds."
If you are an ambitious entrepreneur or a marketing manager in a rapidly growing company, you cannot do without this book. It is almost impossible to reach the national and international level without following the principles outlined in this book. In addition, no one has yet analyzed the concept of positioning so clearly and deeply.
However, we recommend that you study the new edition of this book (published by Piter, 2019). It is supplemented with fresh cases, including Russian ones.
What this will give you: you will be able to determine who you are in the market and how you are better than others.
7. Maxim Ilyakhov “Write, cut!”
After reading "Write, Cut!" you will have a clear understanding of the characteristics of a quality business text. Perhaps this book will even change your ideas about what a text about a "respectable" and "representative" company should be.
What this will give you: you will be able to independently evaluate the quality of the texts on the developed website and in other advertising materials.
8. Robert Cialdini "The Psychology of Influence"
This book details six principles of influencing people. Many advertising and marketing ploys are based on them. Here is a quick comparison of Cialdini's principles and common marketing techniques:
social proof - posting reviews and thank-you letters on commercial sites;
reciprocity/feeling of duty - providing free samples of products;
commitment/consistency - trial versions of programs;
goodwill - contacting a client on the recommendation of a friend;
authority - posting certificates, professional awards, other regalia, as well as content that demonstrates expertise on the website;
shortage - announcement of promotions valid until a certain date, release of artificially limited series of products, statements of readiness to hold goods until tomorrow "just for you, etc."
The book has been in continuous reprint since 1932. However, most of the principles it outlines are still relevant.
John Caples discusses such points as:
illustration,
title,
formatting features,
testing,
types of advertising texts that are believed and not believed, etc.
What this will give you: You will take away from this book an understanding of the basic principles of advertising.
This book is about writing effective texts, and without them usa whatsapp numbers database there can be no marketing. After all, communication with clients takes place in verbal form.
6. Jack Trout and Al Ries "Positioning. The Battle for Minds."
If you are an ambitious entrepreneur or a marketing manager in a rapidly growing company, you cannot do without this book. It is almost impossible to reach the national and international level without following the principles outlined in this book. In addition, no one has yet analyzed the concept of positioning so clearly and deeply.
However, we recommend that you study the new edition of this book (published by Piter, 2019). It is supplemented with fresh cases, including Russian ones.
What this will give you: you will be able to determine who you are in the market and how you are better than others.
7. Maxim Ilyakhov “Write, cut!”
After reading "Write, Cut!" you will have a clear understanding of the characteristics of a quality business text. Perhaps this book will even change your ideas about what a text about a "respectable" and "representative" company should be.
What this will give you: you will be able to independently evaluate the quality of the texts on the developed website and in other advertising materials.
8. Robert Cialdini "The Psychology of Influence"
This book details six principles of influencing people. Many advertising and marketing ploys are based on them. Here is a quick comparison of Cialdini's principles and common marketing techniques:
social proof - posting reviews and thank-you letters on commercial sites;
reciprocity/feeling of duty - providing free samples of products;
commitment/consistency - trial versions of programs;
goodwill - contacting a client on the recommendation of a friend;
authority - posting certificates, professional awards, other regalia, as well as content that demonstrates expertise on the website;
shortage - announcement of promotions valid until a certain date, release of artificially limited series of products, statements of readiness to hold goods until tomorrow "just for you, etc."