"Drawing from a good mix of academic studies, practitioner books, and personal consulting experience, Hill...argues in this engaging, well-written book that effective ads focus on consumers' emotional needs rather than reasoning powers. He provides good practical advice for targeting consumers' emotions and many memorable ads that accomplish this goal...Summing Up: Highly recommended." --CHOICE Magazine, M.R. Hyman, New Mexico State University
"An exceptionally strong case for the use of emotion in advertising. Well-written and well-documented." --Al Ries, author of War in the Boardroom
"Whether you are trying to influence others, or trying to figure out how others are trying to influence you, About Face is a useful guide to the way advertising really works." --Dan Ariely, author of Predictably Irrational
"Dan Hill has developed a lot of ideas about what works, and why. And he lays out a good many of them in this fast-paced, fact-based treatise on how to do advertising more effectively." --New York Journal of Books
" There's a preparedness to embrace neuroscience and behavioral economics, and thus Dan Hill's lastest work is timely. Let's hope the new generation of creative people will take advantage of his many insights and practical recommendations." --Hamish Pringle, Director General, Institute of Practictioners in Advertising and co-author of Brand Immortality
Recommended by CEO Refresher!
See an excerpt on the American Educational Foundation website!
Dan Hill and About Face mentioned in "For Brands, A Mind is a Terrible Thing to Waste" on Fox Business
Ten rules to make advertising more effective.