About Face.

Author:Charpentier, Julia Ann
Position:Book review

Dan Hill (author); ABOUT FACE; (Business & Economics) $29.95 ISBN: 9780749457570

Byline: Julia Ann Charpentier

While nearly every company and self-employed individual has something to promote, authorities on marketing rarely agree on the methods used to sell anything. Consequently, how-to manuals on this popular subject can be found everywhere from the public library to local bookstore to college campus.

The supply of marketing books is not an issue, but distinguishing the best from the worst can be a problem. About Face: The Secrets of Emotionally Effective Advertising may be classified among the finest. This text explores the process of marketing from a commonsense perspective, while recognizing that emotions really do guide decisions, even when we believe a so-called rational, analytical stance is appropriate. His fascinating approach incorporates the creative, the intuitive, and the emotional into the coldhearted realm of levelheaded business. In addition, Hill is not afraid to contradict what other recognized instructors have proposed in their wide-ranging theories on how to reach a distant consumer.

Organized and enjoyable to read, his work discusses topics such as keeping advertising simple and close to home, making the approach memorable and relevant, and selling hope rather than leading with price. Hill advises mirroring the target market's values and emphasizes the importance of believability. His tactics can be applied to all professions, giving those in-the-know a favorable...

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