This is truly a breakthrough book, with major implications for marketing and advertising in all its forms.Ayling lays out in simple, credible, well-documented and well-throught-through narrative a viable explanation of why advertising that works, works -- and why advertising that doesn't work, doesn't.That may or may not interest you. However, if you have ever lost tons of money using typical ad-agency "get your name in front of the public" techniques -- or if you don't know if you have or you haven't (hint: if you don't know, then, you have!) -- this book will clear the smoke away and give you a simple, workable, step-by-step blueprint to return to profitable advertising.My own field of expertise is direct-response advertising -- the kind that makes people who are ready to buy, or likely to be incited to buy right away, respond -- and buy. Ayling clearly understands that discipline and is probably a master of it himself.But in this book, he takes it one step further. He shows you HOW TO CREATE AN AUTOMATIC DIRECT-RESPONSE MECHANISM INSIDE THE MIND OF THE CUSTOMER so that when that person finally is ready to buy, the name of your company or your product "pops up" internally, and there's really no other choice for that person but to buy from you.Don't believe me? I don't blame you. But you can't afford NOT to find out if I'm right or I'm wrong. Everyone I've recommended this book to has gone nuts over it, and that includes one of the world's best known authorities on marketing, and my own personal favorite expert on small service business marketing.Get this book. It's worth it. You'll be glad you did.
I read a lot of books on marketing and advertising, but none as powerful and to-the-point at Geoff Ayling's "Rapid Response Advertising." If this book had the proper promotion in the U.S., it would most certainly be on the bestseller list. The book had a most positive influence on my life and my business -- and I'm sure it will have the same affect in the lives of other readers. Amazingly, this book has hardly anything in common with other advertising books because it breaks new ground and illuminates new pathways to the mind of the consumer. It's honest, funny, well-written, teeming with anecdotes, and fraught with revolutionary ideas. I cannot recommend it highly enough, but with this review, I sure want to try. Buy this book! Act on what it teaches you! Then kick back and watch your sales curve rise and rise all the way to the moon.
Considering the scope and depth of the ideas discussed in this book it is remarkably accessible and easy reading - which doesn't mean it won't force you to think.
The author owns [...] - where you can listen to a whole bunch of jingles his company has created using the concepts explained in this book. This is a system for creating memes within your brand - an imbedded instant-recall mechanism within your ideal customer's brain which forces him to identify your product alone as the one which will solve his problem at the time when the problem becomes too intense for him to tolerate.
Some buyers are NOW buyers. They will buy within 48 hours. These buyers are costly to acquire but they are the bread and butter of many businesses. When you stop advertising however, they disappear, which means to maintain a steady flow of them your costs will escalate in general.
The strategies in this book show us how to create buying-response systems of an almost diabolically Pavlovian nature... enslaving the future buyer into a ready customer, even years in the future of the exposure to your marketing - even despite exposure to the more recent marketing of your competitors.
Wild stuff. You'll probably balk at buying it. Your loss.
The world of advertising is, in deed, a mysterious one. Even some of the greats of the industry, such as `Mr Madison Avenue' David Ogilvy pondered the secrets to this science.Ogilvy once stated that half of advertising was effective, but the trick was knowing which half.Having read Geoff Ayling's `Rapid Response Advertising', one could be forgiven for thinking the secret is finally out about designing and implementing an effective advertising campaign.Ayling, an ad veteran from Australia, cites many examples of good advertising in this warm, insightful and comprehensive manual. This is the first thing that strikes the reader. This is not another tome on the art of advertising written by theorists. It is a comprehensive road map for success in advertising, from the initial stages of strategy, planning and concept development to media selection, budget and execution.The book has been simply written so that it is understandable by both ad executives, CEOs and writers. It gives readers both the big picture and an up-close-and-personal view of a wide range of elements.The premise for `Rapid Response Advertising' is a new marketing technique that is exciting, responsive and measurable - and best of all - it can be applied to virtually any budget and any business.The technique is known as `meme'. Once a scientific term, Ayling has redefined it as a new form of marketing symbology which, when used effectively, can deliver instant consumer recognition and almost an instant return on advertising. This, according to Ayling, is the missing piece to the advertising puzzle and it is the centerpiece of his book.The author says that memes are `emotional button-pushes'.Read more ›