Advertising Books

OK. Let's get one thing straight from the beginning.
Many of the most creative elements ended up for self use.
So does that make this volume a practical how-to for real client projects?
Yes, I think so. We must push the edge of design to remain rut-free and boring.
So, buy this volume. Be challenged to go beyond the edge of your level of design. Just remember to have a few lesser aggressive designs in your back pocket if clients take a deep breath and say "Well that's interesting".

I found this book very useful. It gave great examples of wonderfully designed business cards and letterheads. Great inspirational tool.

The stunning collection of cards displayed in this book are inspiring. Just one element in a card can influence the rest of my design and get me on a roll. This book is full of classy, eye popping designs to edgy, out the box designs. It is a sure fire fit for any designer.

Such a great source of inspiration for us right brainers! The BEST OF series never disappoints!

There are so many awesome designs in here, I come back to it time and time again for inspiration.

This book is a wake up call to the Creative! It completely opened my eyes to the many things to think about and plan for when leaving your secure job, and going out on your own. Extremely well written, with a plethora of knowledge on the subject. A complete eye opener. A MUST HAVE for the Creative who is planning on going freelance, or starting their own business. Very informative and necessary to read in order to succeed on your own. Very exciting, I could barely put it down!

According to the author's website at http://www.creativebusiness.com/books.lasso The Business Side of Creativity addresses freelancing and the basics of pricing, selling, and running a SMALL design or marketing communications business. The Creative Business Guide to Running a Graphic Design Business focuses on the management of a MULTIPERSON organization. The website gives a summary on the various chapters of each book.

I started out excited about this book, then quickly realized much of what the author had to say was outdated at best, not the best advice on numerous occasions, but yet the book contained some valuable information. A bit stoneage as far as business marketing practices. One hundred pages on setting up your own studio/small business with personnel (No, thank you). If working as a freelancer in the graphics or copy arenas is your thing, its worth paying $20.00 to get something out of it.

This is such a comprehensive book. If you have any question about how to run a business, let alone a creative one, this book is the only one you'll need.

I'm starting a sole-proprietor (one-person) freelance design business and I have found this book to be extremely helpful. It manages to be realistic about what to expect while also providing encouragement that if you prepare well and work smart, you have the opportunity to reach your financial goals. The book has made me consider contracts carefully and has given me valuable suggestions (for example, setting up standards such as "I can't accept jobs for which I can bill less than 8 hours' work"), thinking about what kinds of clients I want to attract in my business, and so on. It has important points to consider if you are locating your business outside a large metropolitan area. I recommend it for anyone who is starting out - or considering starting out - on a solo creative business.

Everything worked just like it should, used books shipped when they were supposed to in good condition.

A must by for new business owners! Practical teaching with easy to apply techniques. Existing businesses who've let their customer service fall by the wayside could also greatly benefit and be inspired to change.

We do training for companies in a service industry and use this book as part of our program. It has revolutionized the way we look at customer loyalty. The concepts in this book will help you identify and keep the right kind of customers

This book belongs on every company's bookshelf. Why? Because the business world is seduced by the promise of customer conquests when, in fact, customer loyalty is the real ticket to success. This book is chocked full of proven, easy-to-execute sales, marketing and customer care strategies. Its content should be (and is!) used as continual training for companies looking to attract and keep high-value customers.
Pat McMahan
Indianapolis, Indiana

This text is required for my Master of Science in Quality Assurance course. This text gives a very good overview of the essentials of developing and maintaining customer loyalty. It differentiates customer satisfaction and customer loyalty well. I think that everyone will find this a worthwhile purchase.

Very good information. Gives the reader a step by step process of getting clients without insulting intelligence.

I own a small business and I am looking to find more clients. This book is a must have for anyone who wants to offer services to businesses. I have already found this book to informative, simple to understand, and it has given me new skills to market my business without all the expense. Although I haven't done this for 28 days, I already have some leads on new clients just by doing some of the steps mentioned. Any one who offers a service related business should read this book. Truly a lifesaver!
Thanks

This book demystified marketing for me. I read other marketing books, but could not then commit to one course of action. In plain language, C. J. Hayden helps you to pinpoint where to focus your energy. Then she helps you to develop a step-by-step plan based on your needs.

If you are looking for a book about how to write a great sales letter, this is not it. If you are looking for a way to develop a low-maintenance business development plan, buy this book. You can spend as little or as much time as you want on this program. She explains how to get the ball rolling, and reminds you that development can be an ongoing activity.

It's easy to get overwhelmed with business and self-help books because authors provide a wealth of suggestions and no clear path. This is where Hayden's book stands out. She breaks everything down from the six marketing strategies and setting up measurable goals to selecting ten doable activities.

The book also includes two worksheets that work with the program for easier reviewing and tracking progress. While you can follow the program alone, she recommends having support from someone other than family. It could be a coach or a colleague in the industry.

The organized and methodical program guides you through each step. Reading the how doesn't take long and the program begins mid-way through the book. The latter half of the book describes the activities you can do while following the 28-day program. So you won't get overwhelmed at the thought of "too many pages to read."

I worked on it as soon as I started reading the book. Having this guide took a lot of pressure off of me as I know exactly what to do once I'd put my plan together. Not many business books have urged me to take action and this one succeeded. I know that after a month of following this process, I'll see positive results.

While the book sounds simple, and it is — it takes work to make it happen. Instead of taking the long route and learning from trial-and-error, Hayden provides you with a direct route so you do the activities and don't worry about overdoing it.

Some people may not like strict rules. The book isn't like that. It's okay to adjust the plan so you do six or seven activities instead of ten. It helps you figure out where you're stuck in the marketing process and provides the tools for working past it. The book is over five years old and its contents are as relevant today as when it first came out. I can say with certainty that anyone who follows the plan will get great results.

Thesis: With this 28-day marketing program, you will locate, land, and keep new clients in greater numbers than you've probably ever dreamed possible. It includes steps that are easy to follow and practical for professionals and consultants.

Structure: A 28-day program described in ten chapters spread over three sections: The Setup, The System, and The Strategies.

Here are some sections I found especially valuable:

What Really Works? Effective Marketing Strategies (Ch. 1; pp. 5-21)
C.J. delivers a great lead-in that primes the reader with sound and specific information about what to consider. She speaks to the "hows" and "whys" behind marketing. Graphics such as the one on page nine ("Marketing strategies for the service business") make the material easily accessible to reader, helping break down any possible barriers of intimidation.

You're Ready...Let's Go! Putting the System into Action (Ch. 6; pp. 85-127)
This chapter leads the reader through the entire 28-day process with excellent details and tools (such as the worksheet on page 89) to help track progress. It's the culmination of the previous two chapters that discuss building your own system from a menu of tried-and-true marketing ingredients. C.J. tells you (1) what marketing ingredients to choose from, (2) how to choose what's best for your situation, and (3) specifically how to put the plan in action.

Following Up: When You Have Plenty of Numbers But You're Not Calling (Ch. 8, pp. 171-184)
This chapter is one of four in the third and final section: The Strategies. These four chapters help the reader focus on practical solutions for common problems encountered during the 28-day program and beyond. Chapter Eight focuses on breaking down barriers that cause inaction. It provides practical solutions to help the reader actually follow through on acquired leads.

I read this book a few years back. This was a great reference book and starting point if you are just getting into internet marketing. It's a fast read you can pick up and start applying some of the recommendations right away.

This is my first review on Amazon. I recently purchased the book Advertise, Promote and Market Your Business or Website by Bruce C. Brown. As a professional artist, my chosen profession is extremely competitive and I've found many artists who have been running successful businesses for many years, which puts a new artist at a big disadvantage. I found this book very user friendly for someone who doesn't have a degree/experience in marketing or seo, but needs to become more marketing and internet savvy.

My favorite sections are:
Generating More Trafic to Your Website
Search Engine Optimization

I found many helpful tips in these two sections. The only suggestion I would make for improving the book would be more resources added and many more case studies.

Any comments or critiiques of this review are welcome via email from my website.
Regards,
Pam Miller
Miller Modern Art
http://www.millermodernart.com

My mother does a lot of research online and is a very active member of places like YouTube, etc. She's been interested in marketing some of her own creative work online and this seemed to be the perfect guide. Although she has found out some of the info contained in this book on her own, this organizes the info all in one place and makes it easily accessible. She seemed very pleased with the book and says it will make her online life much easier.

A well written very informative book, very helpful for someone just starting out. For myself I didn't find a whole lot of new information but I would have loved to have read this when I was first setting up my website.

How to Use the Internet to Advertise, Promote and Market Your Business or Web Site -- With Little or No Money is the winner of multiple book awards:

The National 2007 Indie Excellence Book Awards Business Finalist: How to Use the Internet to Advertise, Promote and Market Your Business or Web Site -- With Little or No Money by Bruce C. Brown

2007 Independent Publisher Book Awards Computer/Internet Bronze: How to Use the Internet to Advertise, Promote and Market Your Business or Web Site -- With Little or No Money by Bruce C. Brown

ForeWord Magazine's Book of the Year Awards Finalist: How to Use the Internet to Advertise, Promote and Market Your Business or Web Site -- With Little or No Money by Bruce C. Brown

USA Best Books Awards 2007 Business: Marketing & Advertising Finalist: How to Use the Internet to Advertise, Promote and Market Your Business or Web Site -- With Little or No Money by Bruce C. Brown

Library Journal: Best Business Book 2006 Marketing/Branding: How to Use the Internet to Advertise, Promote and Market Your Business or Web Site -- With Little or No Money by Bruce C. Brow

I have been in business for many years as a literary publicist, but I am constantly
on the lookout for good reference books for publicity for myself and my staff.
This book is one of them. I highly recommend it.
Sherri Rosen
sherri Rosen Publicity LLC
NYC

As if the process of completing a literary work were not enough, Mr. Marich clearly illuminates the most treacherous path of promoting that work once it is complete. Having tried unsuccessfully to navigate this path on my own in the past, this book became a true beacon in my career. His insightful, witty comments make this book both a great read as well as an invaluable tool for anyone who ever had the courage to take the bull by the horns and promote themselves with the same energy as a PR firm. I know that on all subsequent endeavors I will gladly return to the core lessons found within to ensure my ongoing success.

I own a small PR agency in Chicago and am always looking for tools to help our junior staff be more effective and efficient. This book is great! Everyone of my employees now has their own copy of Literary Publicity: The Final Chapter. It's got everything a professional needs to know -- and, even better, what a non-pro needs to know to help make their book successful. I also like how Marich uses humor to make his points. I recommend this for any writer or any beginning publicist.

Mr. Marich has cured my writer's block. I realized after reading this incredible "BIBLE" that the root of my writer's anxiety was my fear that I would never be able to get my work to the public, press or broadcast media. I know now that there are tried and true ways to get my work noticed. After finishing Mr. Marich's book, I went right back to my P.C. with new inspiration. How very unselfish of Mr. Marich to share his experience and know-how with other writers. Anyone who is even thinking about writing for public consumption should read this book. No agent in the world could do in one year what Mr. Marich has done in one incredible book.

As an author, I am quite familiar with the search for publicity. This book was an enormous help, very clearly organized, and, most surprisingly, fun to read. The author obviously has a lot of experience in the field, and shares his trade secrets. It should be very helpful for beginning authors as well as more established ones looking to further their literary careers. Highyl recommended.

Full of tips easy to use and fuul with tools to sell your web site right away.

Good ideas and well organized but be careful if you are not strongly web knowledgeable as some info is out of date, having been written about 3 years ago. Web is changing faster than books being published can keep current.

This book is very simple for IT guys, But It will be interesting for those IT Experts who are new in Real Estate Online Business.

It covers from A-Z, with details and researches, full of examples and ideas.

There are too much examples and ideas that you will not be able to use all.

I recommend this book to IT Experts who are working in Real Estate Industry, New Real Estate Agents and Brokers, Real Estate Agents who are going to update thier websites (If they had one before ! ), and YOU.

This information will help the new and "not so new" agent understand the principles of working in an online world. From email to web presence, branding to building a business one can sell in the future, this book is replete with tips, tricks, links and insight from some leading real estate trainers and agents. Presented in a clear, easy to follow fashion you can use right now, this is a must read for anyone interested in the "new rules" of real estate.

As a VRA I am always loking for the best ways to market my clients to the Real Estate community. This book has it all when it comes to marketing Real Estate online. It has given me my e-marketing strategies, web site ideas and ways to market Realtors to the online community. It is an A+ in my book.

I had the good fortune to take a course given by Steve Slaunwhite, and he covers the B2B market quite well. His website is quire well organized, and I brought this book, not knowing he was the same author of the course I took. This book is very practical, and I recommend it, for its down-to-earth approach. Steve made a successful career transition
From being in sales to becoming a top B2B freelance copywriter. He inspired me go plunge into the freelance copywriting world, after being downsized by a major corporation.
Randy Kemp
http://www.randykempcopywriting.com

This is a very well written, entertaining, informative, and helpful account of what it takes to start a freelance copywriting business. Everything from suggestions on how to write different types of marketing copy to advice about how to manage money and run the business is included. This is probably the best single volume on the subject.

Steve Slaunwhite's, "Start & Run a Copywriting Business" is a true work of art, unparalleled by any other book on the subject. Every concern and question one may think of is covered in this book from how much money is needed to start your copywriting business all the way up to handling and managing your business and cash flow to invoicing and acquiring clients. This book far exceeded my expectations! Steve Slaunwhite knows his stuff.

When you are ready to start your freelance business, turn to this book. Not only is the information right on target, but there are plenty of ideas and insights to help you succeed. This is not a "get rich quick" book, but is for the serious person who truly wants a lucrative business doing something they truly like to do. Get this book, read it, follow the guidelines, and you will have your business.

I've read quite a few books on writing over the years, but I have found this to be one of the best I've read yet for freelance copywriting. It's full of great information and he even gives you details on how to complete many different projects. The cd it comes with is also a great benefit. I would recommend this book to anyone that is interested in freelance copywriting or writing. Well worth the money. I was not disappointed on this one, it's a keeper!

This is a no none sense view of precious talent. Tulgan does an excellent job of showing managers don't have to just let their talent walk out the door. Sometimes the solution to keeping good people is a simple change of schedule of 30 to 60 minutes. This book has good ideas that don't cost money!

Winning the Talent Wars: How to Build a Lean, Flexible, High-Performance Workplace is the recent softcover edition of Tulgan's workplace classic. His workplace philosophy, "Talent is the Show" is applied to all areas of HR: staffing, compensation, coaching-style management, training, and career paths. The only difference between this book and the original hardcover edition, Winning the Talent Wars: How to Manage and Compete in the High-tech, High-speed, Knowledge-based, Superfluid Economy, is a new forward.

So we're not in the go-go late 90's early 2000's anymore.

That doesn't change the basic theme of this book.

Even in the recent economy, the power at work is shifting from the employer to the employee, especially when that employee is among the best performers.

The point Tulgan raises is that that this is not a matter of salary, but a matter of *compensation* Employees, especially the best employees, are seeking more and more to craft their own dream job or dream career. If someone doesn't get that with one employer, they are likely to leave for a place where they can come closer to accomplishing that.

What is ideal for one individual is not likely to be ideal for another individual, so Tulgan advocates a negotiation process, where the company and the supervisors, work to figure out what makes a person "tick" and to change the nature of employement to make the work environment fit that as much as possible. This could be flex schedules, work conditions, more/less travel, office location, etc.

However, this is not solely the employee in charge, as, by doing this, the business will keep their best and brightest and most productive employees, instead of losing the valuable training investments. Also, productivity will increase, and the carrot is mightier than the stick in Tulgan view (how strong is the threat of firing when people are more likely to pick up and leave?)

Tulgan also mentions thinking in terms of "work" rather than "jobs" and devotes sections of the book to management by coaching (in a number of respects) rather than "command and control."

While this book was written in 2001, the arguments are even more relevant as the economy has gotten more global, especially for the top performers. While some of the "power" may have shifted back to companies in the workplace for industries subject to outsourcing, giving them a larger worker pool, the top performers have a greater pool of EMPLOYERS. The need to have the top performers is stronger than ever.

Whether you're managing, looking to manage, or just looking at how to deal with managers (and what you CAN and SHOULD ask for as a term of employment) this book will tell you how the workplace will operate in at least the early part of this century.

The book lucidly explains the fundamental shift in employer-employee relationship in the new economy. Bruce Tulgan does an admirable job of showing that managers do not have to just let their talent walk out the door. This book has useful ideas that can save your company a lot of money. It is written in an immensely readable style and has some good humour.

Tulgan argues persuasively that in the new economy, every term of employment, including schedules, training, career paths, location, assignments, co-workers, pay, among others, will best be agreed through a negotiation process, so as to tailor it to the individual needs of the scarce talents, which he explains will enable the organization to retain the talent. Naturally, the most precious talent will have the most negotiating clout. All this entails a novel set of organizing principles for employing highly productive people in the new economy.

Companies are advised to reflect and take note of the kind of work place that Tulgan describes in his book. Unless action is taken timely to recruit and retain talent, then the future prosperity of an organization may be in doubt. As a senior manager in my organisation, the book was a wake-up call and showed me the things I can do right now to make the workplace a place where the best people will want to come to work.

The book is essential reading for both managers and workers. The managers will learn how to build a lean, flexible, high-performance workplace. The worker will be able to understand better the background of some people policies, such as why managers are more accommodating to "talents" demands and how they can adapt their aspirations accordingly.

In Good to Great, Jim Collins and his research associates learned that the great companies "...first got the right people on the bus, the wrong people off the bus, and the right people in the right seats -- and then they figured out where to drive it. The old adage 'People are the most important asset' turned out to be wrong. People are not [italics] your most important asset. The right [italics] people are."

The right people share the same values and, together, sustain their organization's commitment to those values. If involved in their organization's recruiting and interviewing process, as they should be, they will help to ensure that the right people will be hired (i.e. allowed on the "bus"). Obviously it is important to get talent and task in proper alignment. It is equally important to keep an organization's values in proper alignment with its objective.

Tulgan's important book is even more relevant and more valuable now than it was when first published about two years ago. As its subtitle correctly indicates, he explains "how to manage and compete in the high-tech, high-speed, knowledge-based, superfluid economy." That is to say, he wrote the book for decision-makers in all organizations (regardless of size or nature) to help them determine HOW to get "the right people on the bus, the wrong people off the bus, and the right people in the right seats"...and then keep them there.

All of the companies which Tulgan discusses (e.g. Johnson & Johnson and J.P. Morgan Chase) demonstrate one of Tulgan's core concepts: "In the new economy, every term of employment -- schedules, location, assignments, coworkers, pay, and more -- will be negotiation, whether you like it or not. The most valuable talent will have the most negotiating power. Every employment relationship will last exactly as long as the terms are agreeable to all parties." There is a new set of organizing principles for employing people in the new economy:

' Talent is the show.

' Staff the work, not the jobs.

' Pay for performance, and nothing else.

' Turn managers into coaches.

' Train for the mission, not for the long haul.

' Create as many career paths as you have people.

Tulgan devotes a separate chapter to each of these principles, explaining with meticulous care how to apply each to his reader's specific business situation. Note how these principles apply to any organization which competes for available talent and then is challenged to keep its best people who, more easily now more than ever before, can leave the "bus" whenever and wherever they wish. This situation is as common among the great companies whom Collins discusses as it is among the local merchants from whom we purchase various products and services.

Extensive research indicates that only one in 28-30 dissatisfied customers ever complains to the provider of the given product or service. All others simply never do business with that provider again...while continuing to express their dissatisfaction to family members, friends, and business associates. More often than not, customer dissatisfaction is the result of an unpleasant personal experience rather than because of a product defect. To extend Collins' metaphor, customers are among the "passengers" and can also get off the "bus" whenever and wherever they wish. Much has been written about the power of BUZZ (i.e. word-of-mouth) and the importance of creating "customer evangelists." From my perspective, winning the "talent war" is essential to winning the competition for customer's repeat business. A careful implementation of the strategies and tactics which Tulgan recommends in this book will help to achieve that ultimate objective.

Otherwise, not having "the right people on the bus...and in the right place," the "bus" will either never reach its destination or in the highly unlikely event that it does so, arrive with few (if any) "passengers" aboard.

As a project lead for a Microsoft team that works with adCenter clients, I read a lot of technical books about online advertising. A lot. I've never referred to any of those books as a page turner. Never. "Landing Page Optimization" is a book with weight and substance without being dead weight. When I finished the book I had a working knowledge of the rationale and testing methodology for landing pages including a better understanding of the math than I had expected. I have a background in search engine advertising and web analytics but lacked a clear understanding of multivariate testing. With this book I could step into a search engine advertising production environment and feel comfortable with the learning curve.

I often find that mastering the art and science of conversion optimization is one of the key areas that separates outstanding marketers from the also-rans. Tim's book is an essential resource to help people start to develop that mastery.

I particularly enjoyed Chapter 10 since it helps you think about the entire testing process from end to end. There tend to be three kinds of testers. (1) Those who don't know about testing yet. (2) Those who get good but not extraordinary benefits from testing since they don't think through their tests. (3) Those who do think through their testing and UX strategy and get such great results that it becomes huge competitive advantage.

Folks who can take the insights from this book and get a few big tests under their belt will not only deliver big gains to their employer but will also be the cream of the crop in the digital marketing professionals marketplace.

I just finished reading Tim's book and want to let you all know that this is by far the best book I have ever read on landing page optimization. I now have 18 pages of notes and ideas to apply to my work as a result. No combination of blog posts, speakers or articles can provide this kind of comprehensive, actionable knowledge.

I work in the search marketing / analytics field in a digital-centric agency setting and will be recommending this book to everyone I work with. This is a must read for any person or company involved in digital media, analytics, usability, web design or any other online field.

Landing page optimization (LPO) is NOT as simple as changing a web page's images, text, or font color and font size to create what you THINK others will like. There are many more pieces to the puzzle, which Tim Ash covers very well.

I firmly believe that this book is a great read for anybody who plays a part in the design and layout of any web page that asks a visitor to do something (i.e. buy, sign up, download, etc.). You'll definitely learn how you can make your mission critical landing pages convert better.

Even the old salty pros out there can learn a thing or two from LPO Jedi, Tim Ash.

Eric Itzkowitz
[...] Phone Cards

p.s. We've already put into place some of the learnings derived from this book. We can't wait to see the results!

The book was written by Tim Ash of SiteTuners.com, a web analytics and site optimization service who does landing page optimization among other things for his living.

It is a real-world and practical guide to landing page testing and optimization without any fluff. It is really for the folks who do the testing and the ones who have to sell it to their boss and need to know about the details of the process of landing page testing, what is involved, what are the risks and how it should be approached and why.

It is very useful and complimentary to the "Landing Page Handbook" by MarketingSherpa, the $500 "bible" for folks who do serious landing page optimization for their business.

They also overlap in a few areas. This means that it is also a good buy for people who are not doing enough business that involves using landing pages to justify and recoup the $500 investment in the MarketingSherpa book. It's not exactly an alternative, but it is a start that cost a lot less.

If you are doing serious business with landing pages, I recommend getting both books. The return (increase in conversion = increase in business and profits) you will get out from it will pay for the initial investment quickly and then over and over again for the time to come.