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I feel bad for the author of this book but I have to be honest: This book failed on all marks.
Look - there are some good ideas in there. I agree with some of the points Dr. Benton makes, they are interesting psychological elements that can help sales or marketing. But there are many problems:
- The narration is in a tone of voice that could put anyone to sleep
- There is no story or explanation of anything. Just sentence after sentence of statements (some good, some bad) with no examples, no explanation, not enough detail to make s good point.
- Some of the statements are terrible, like the definition of branding. Or even worse, the idea that adding a lot of features is the way to sell your customers into your products "a product copy with 20 features is much more effective than one with 10". Customers today don't have time to read 20 features, it is much better to have one key feature that differentiates you than 20 little ones. Any salesperson or marketer knows that
- Following the advice in this book on writing advertising copy will make you a used-car salesman marketer: "Add adjectives and superlatives"
I skipped the second half of this book and moved to my next audiobook. If you are interested in this topic get a book from Paco Underhill or Predictably Irrational from Dan Ariely.