“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:
- Marketers & Creative don’t speak the same language
- Think inside the box
- 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.
Claudiu Geanta is a serial entrepreneur and founder of
Design by Satori Inc. &
Satori CG Inc.. He helps businesses promote their presence on and off line.
He is also an accomplished web designer, book writer and photographer. You can follow him on
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