It’s Not How Good You Are, It’s How Good You Want To Be – by Paul Arden

From the back cover  of the book:
Paul Arden (1940 – 2008) is frequently described as a creative genius, albeit a wayward one. After a stormy eighteen years in advertising he found his Alma Mater in Saatchi & Saatchi in 1977, where he worked for 15 years. During his tenure as Executive Creative Director, Arden was responsible for Britain’s most successful advertising campaigns – including British Airways, Silk Cut, Intercity and Fuji – and famous slogans, such as “The car in front is a Toyota” and “The Independent – it is. Are you?”. In 1993, he setup Arden Sutherland-Dodd, a film production company, in London.

Here’s how Roger Kennedy from Saatchi & Saatchi characterizes Paul Arden:
“Sixty years or so ago, for a bit of fun, God created a propotype man with a mind straight out of Edward Lear. Concerned by what he may have produced, however, he promptly destroyed the mould and threw it away. The result of his labours was Paul Arden. Brilliant, bad, charming, irascible and totally off the wall. An original with extraordinary drive and energy, blessed with a creative genius allied to a kind of common sense that just isn’t, well, common.

…is a concise guide to making the most of yourself – a “”pocket” bible for the talented and timid to make the unthinkable thinkable and the impossible possible. After decades at the top of one the world’s most competitive industries, Paul Arden offers insights into such diverse subjects as the value of being fired and why it’s often better to be wrong than to be right.

He gives original and logical answers to everyday questions. Much  of it appears obvious when you read it, but aren’t all questions easy when you know the answers? Whether you are a school-leaver, self-employed or a managing director, this book is invaluable for everyone who aspires to succeed.”

Front Cover:
Just as Sun Tzu’s Art of War is read as a lesson in business strategy rather than fighting in a military sense, or Machiavelli’s The Prince is written about government but used as a guide to management, so this book uses the creative processes of good advertising as a metaphor for business practice.

Paul Arden’s sets the stage right from the very first page of this book with a startling statement: “Nearly all rich and powerful people are not notably talented, educated, charming or good-looking. They become rich and powerful by wanting to be rich and powerful.”

The following are bits from the book:

If you can’t solve a problem, it’s because you are playing by the rules.
Being right is based upon the knowledge and experience and is often provable. Knowledge comes from the past, so it’s safe. It is also out of date. It’s the opposite of originality.

The subtitle of the book throws a curve ball but reading the title of the book explains it all – “It’s not how good you are, it’s how good you want to be.” Paul Arden is obviously implying this to be the world’s best selling book.

This book gives lots of “politically incorrect” advice to everyone in the creative field, especially the advertising type, but his thoughts can be applied to almost all walks of life.

The format is easy going and very palatable, making it a breeze to read but for the deep thinkers gives a lot to think about. Many parts of the book gives the reader pause and requires several moments for the idea to sink in, after which you get your “ah-ha!” moment. What is even more refreshing is that there is no fluff, no “once upon the time” little stories, just the bare bones of a straight and blunt creative mind.

These provoking thoughts come from a highly creative mind and it is intended for those seeking to widen their creative horizons. If you don’t belong to this group you might be tempted to put it down. Don’t. Give it a chance and you will discover some unusual advice that will work in very day life instances.

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“The Little Blue Book of Advertising” – 52 Small Ideas that can Make a Big Difference – by Steve Lance & Jeff Woll

Designed the read quickly and referred to again and again, this is a toolbox of back-to-basic ideas that will help break creative logjams, settle disagreements with clients or agencies, and sharpen, focus and generally improve any ad campaign.

Steve Lance & Jeff Woll are partners at Unconventional Wisdom, a creative resource group. Lance was formerly creative director of Della Femina, Travisano, Sherman & Olken and NBC. Woll is a 20 year old veteran of Ogilvy & Mather, including stints as COO of its Montreal office and CEO of Ogilvy & Mather Partners in New York City.

URL to the book: http://www.littlebluebookofadvertising.com

I wish all business books were this profound and concise….The ultimate ad campaign cheat sheet.

Carol P. Osborne from the University of South Florida, College of Business Administration

The book starts with 3 points of view setting the stage for what’s to come: 

1. Marketers & Creative don’t speak the same language
2. Think inside the box
3. You can’t manage what you don’t measure

 Excerpts from the book:

“Marketing is linear, literal and logical. Creative is non-linear, emotional and illogical.”

You need both to create great advertising. The problems arise when people from both departments don’t recognize they speak different languages. 

There is no such thing as “new marketing” because people are still motivated by the same things: needs, status, improve quality of life or simply “got to have it” impulse action. 

And the best one:

Pick up the annual issue of People Magazine – “25 Most Important People”. IF you don’t know who all 25 are, you’ve lost touch with the consumer.”

 The book lists 52 little tips that would make a huge impact in your advertising campaign, plus an additional extra bonus – tip number 53. 

Here are some of them:

• Tip 14: “My Company is Great! My products are Terrific!” Besides you, Who Cares?
• Tip 19: Get the no-bodies Out of Your Approval Process.
• Tip 24: Become and Expert on the Consumer
• Tip 30: “Shit, My Hair is on Fire!”
• Tip 41: Know When and How to Scream SALE!”
• Tip 43: Blogs – Still Lots of Learning to be Done
• Tip 51: Leave and Open-Mike to the Voice-Over Talent

Some of these tips are obvious but the authors wanted to encompass all agencies engaged in ad campaigns. The authors focus on leading and building teams, handling personalities, navigating corporate politics, and executing projects. All in all the great is a great read and a wonderful reference for any executive who wants to improve his/her management skills.

“Hot Button Marketing” – by Barry Feig

“People don’t buy products and services. They buy the satisfaction of unmet needs.” – Barry Feig – Introduction of “Hot Button Marketing”.

“With Hot Button Marketing you’ll identify the sixteen consumer hot buttons and, more importantly, learn how to push them to get your product sold.” – Back cover of “Hot Button Marketing”

Barry Feig’s reveals the secrets behind consumer’s purchasing mechanism in his book “Hot Button Marketing”, published by Adams Media (www.adamsmedia.com). Barry has over 20 years of experience in developing marketing strategies for companies like: Colgate-Palmolive, American Express and First Brands.

Prior to establishing the Center for Product Success, Barry Feig owned 2 advertising agencies – Ad Ventura and Feig Communications and he is the author of over 100 articles.

“Hot Button Marketing” is a powerful, concise and very useful book for all marketers out there. It covers 16 hot buttons from “The Desire for Control” to “Wish Fulfillment”. It has definitely given me lots ideas on how I can use the information to reach more customers and produce more sales. Other hot buttons include:

• I’m Better than You
• The Excitement of Discovery
• Revaluing
• Family Values
• The Desire to Belong
• Fun is its Own Reward
• Poverty of Time
• The Desire to Get the Best
• Self-achievement
• Sex, Love, and Romance
• The Nurturing Response
• Reinventing Oneself
• Make Me Smarter
• Power, Dominance, and Influence

Once you read this fabulous book you’ll want to keep on reaching for it whenever you need closer understanding as to why prospects or buying a certain way.  There are lots of “ah-ha!” moments throughout the book and the examples presented are full of insight giving you a great understanding on why consumers buy.

Most marketing people use psychological triggers to motivate others, conduct business successfully or get things done. “Hot Button Marketing” unveils these triggers so you can put this powerful force to work as you sell. The author brings you into the promotional strategies used by government, advertising agencies, business firms and Madison Avenue. Each chapter describes one of the 16 “hot buttons” that motivate your customers.

Because of its plentiful examples, this book is a smart, refined and entertaining to read. It invites you to use your imagination and discover unexpected relationships in the market. This is an extremely useful material for making marketing strategy and I highly recommend it.