Most helpful positive review
17 of 20 people found the following review helpful
From someone with no agenda
on December 23, 2006
I can only guess that the initial reviews are from former disgruntled employees or associates. The only negative I could find was the lack of examples. There were several, but the examples had a "hand picked" quality to them. Now for the good stuff.
Harshaw's explanation about why advertising has changed over the last 50 years is absolutely spot on. His explanation as to why advertisers go for slogans and jingles is lucid and well written. His "Marketing Equation" is a clever twist on the A.I.D.A (attention interest desire action) formula. But it is so well put together that it reads as a new idea.
Assume this book is $25. For that price you get several proven ad examples that can be used as templates, a complete method to create profitable headlines, a complete system for writing ads that will keep you from wasting money in unprofitable advertising, and a damn good read.
For most advertisers, this book is a brisk slap in the face that will wake them up to what marketing IS.
The only point I may dis-agree with is his method of advertising that pulls in everyone despite where they are in a buying cycle. On the surface this seem like THE way. But if you direct your advertising to the customers who are almost ready to buy, you will get slightly lower results at a much lower cost. His method is more useful for direct mail than for retail. He concentrates on lead generation to build a list that will buy with several contacts. This is very useful for direct mail offers, lead generation for a sales force, or a high end retail store.
Where the "these methods won't work" reviews come from, I don't know. I've been using almost exactly the same copywriting methods for several years in my retail business with phenomenal success.
My strong suspicion is that the people who say these methods don't work, have never tried them.
This covers advertising from a different angle.