SEDUCING STRANGERS

Weltman identifies the four elements of selling-one of which is behind everything from a national television campaign to an email blast. There's the ad that makes people curious-want to know more? That creates a sense of urgency-limited time offer! That increases market share-why we're unique, or just better. And the ad that protects margins-thank you for your loyalty. And then Weltman explains how to employ these strategies, including: the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships.

"People often ask me questions, or ask my opinions, on or about the world of advertising. My stock response is 'You know I play a fictional advertising executive, right?' That's usually used to cover the ignorance or stupidity of whatever I am about to say next. In the future I will simply refer them to Josh Weltman." -from the Foreword by Jon Hamm