Customer Reviews

Rapid Response Advertising

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4 star:		(2)
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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 www.wam.net.au - 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'. He lists a wide variety of meme types in use, ranging from dream, greed and achievement memes to fun, responsibility and health memes. Ayling explains in great detail the inner workings of memes and how they can be applied to elicit specific responses.

`Rapid Response Advertising' covers a lot of territory including:

* The Price Myth
* Unique Selling Proposition (USP)
* Customer Buying Advantage (CBA)
* Media selection
* Budgeting
* Know your customers
* The psychology of the marketplace
* Perception thinking

The book also provides step-by-step details on:

* Developing a rapid response system
* Developing a competitive advantage
* How to create a CBA

`Rapid Response Advertising' is fully documented with excellent real life examples of good advertising at work. While many of the case studies are from Ayling's home country of Australia, they are universal in their message and application.

This book goes several steps further than many other titles on the market. It also goes several steps further than most copywriters would care to venture, but that's what makes this an even more valuable resource and it should allow any writer to add value to any business communication, from a simple direct mail letter to a multi-stage advertising campaign.

-- Michael Meanwell, author of the critically-acclaimed 'The Enterprising Writer' and 'Writers on Writing'. For more book reviews and prescriptive articles for writers, visit www.enterprisingwriter.com

This is truly a great book and will be a very good seller for years. The author combines Ries and Trout's "niche" concept, with the best of Ogilvy's advertising methods, with the psychological concept of "memes" to produce a new synthesized way to advertise.

This is one of the most heavily underlined books I have. This book covers marketing as well as advertising. It's original material.

John Dunbar

Geoff Ayling has taken Unique Selling Proposition to new levels. The Memes Concept that he introduces not only shows you how to articulate your uniqueness, not only does he show you how to make your message crystal clear, but how to have a message that self replicates in the marketplace. You should not be allowed to have anything to do with marketing or advertising without reading this book twice!

My first thought after reading this book was to wonder if I could buy all available copies to prevent any future competitors from reading it!

The best reason for having this book on hand is that it makes sense. The authors give practical advice, sprinkled with some good examples, which will be of particular relevance to Australian readers but still useful for everyone else.

Each section reveals valuable informaton about the buying process, and the necessary ingredients for advertising to work. It will help you understand other ads you see every day, and why they do -- and don't -- work.

This is not a 'miracle cure', but a system that is well explained and well defined to bring about better results from your advertising.

I know I'll be putting it to good use for my clients, even to the point of changing my fee structure so that some of it is based purely on results -- that's how confident I am that the book has been in helping fill my needs!

Rapid Response Advertising is a great source of information and an 'inside look' on how the professionals work in the Advertising industry. It is a bible for students,those in the industry and any small business that can use these techniques and strategies to create the most efficient and effective forms of advertising.