Customer Reviews

Selling Dreams: How to Make Any Product Irresistible

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By page 5, I was entranced by this book. In keeping with its theme, SELLING DREAMS looks at the role of luxury in our lives from the broadest possible perspective. It offers fascinating anecdotes from craftspeople who combine art and business in the realms of cars, movies, food and drink, watches, hotels and more. I was especially pleased to see the illuminating perspectives from great philosophers alongside shrewd business analysis and cultural insight. A very unusual and worthwhile book that I already plan to reread.

The writer has some great ideas as well as using some great analagies. One example that stood out in my mind, is the subject of lobster, you can buy it in the store in a plain paper covering or you can buy it in a fine restaurant and have it dressed up to the very finest. You need to be able to show people how the product you are selling will fulfill a dream that they have and not just smiply a purchase.

Gian Luigi Longinotti-Buitoni's premise is that the best way to sell products is to tap into customers' emotional impulses, which can override their rational thinking. It's a good theory, as proven by how effectively the CEO of Ferrari North America used it in writing this book. As a reader, you can't help but get swept up in the pages of description of wondrous products from the likes of Ferrari, Tiffany, the Ritz and Cohiba. And when you do, it's easy to overlook the fact that the book is slightly repetitive and presents ideas that are far from radical. However, Longinotti-Buitoni's anecdotes about the development of the Ferrari brand name, as well as those of other high-end companies, are sure to delight marketing and advertising practitioners. We [...] recommend this book to professionals in those fields, who will find useful insights, especially in the excellent summaries that come toward the end of each chapter. A clear introduction and a well-executed concluding chapter also help clarify the ideas. There is probably more passion than substance to Selling Dreams, but in the end, isn't that what it's all about?

I have always been fascinated by luxuries and the psychology behind their appeal. When I heard about Dr. Buitoni's book, it became a must read! Now, I have to say that this book is a must have! In quite eloquent language, Dr. Buitoni takes the reader through what makes a luxury item so desirable and then how to make it accessible! A concept which is very, very appealing. I thorouly enjoyed reading Dr. Buitoni's book from cover to cover. It is a beautifully written intimate look at what makes us make the luxury industry tick. Remeber when books were a luxury? Kym Elizondo

If anyone is the connoisseur of selling dreams it's Dr. Buitoni. His words will educate and inspire anyone who has a Dream to Succeed! This book should be the BIBLE for every college business class in the world!! It's a winner!! Don't Quit! Jake CEO, Body by Jake Enterprises

Dr. Buitoni shares with the reader his knowledge and experience of luxury marketing. Selling Dreams is a indepth look at how to make any product more irresistible by making it a lifestyle identification purchase. This book is a true asset to everyone salesperson on the planet.

Selling Dreams is a highly-engaging business book that truly scrutinizes the art of marketing. Dr. Buitoni's business background and position as CEO of Ferrari North America make him the perfect source for this information.

You do not have to be the President of Ferrari North America or the owner of Sothebys to sell dreams. In this refreshing, creative and eloquently written book, Dr Buitoni teaches us the key to unleashing success for businesses, products or even people. Selling dreams should be required reading for all businesses -- no matter what the business. The art of successful dreamketing is the wave of the future to sustain and maintain customer loyalty. We all dream. Dr Buitoni teaches us how to tap into those dreams to make them successful realities in business and in life.