I am about to turn 66 years old. I spent my entire working life in advertising, working with small local agencies and worldwide advertising powerhouses. I learned more about how to influence people's thinking--not in a weird way, but in a sensible way--from this book than anything I read from Rosser Reeves, or Leo Burnett, or David Ogilvy (my favorite employer). It might very well be outmoded by today's insane (though effective) electronic media. But if you are really a student--really a student about how the persuasive wing of human brain works, I highly recommend this book. On the other hand, I may be crazy.
It's old information. But the best astrophysicists still read Galileo.
Remember one thing from me--people buy things (or ideas) because they want to.
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