{"product_id":"9781591841241","title":"The Little Blue Book of Advertising: 52 Small Ideas That Can Make a Big Difference","description":"These days, the fundamentals of advertising that truly build great brands are often overlooked. But Steve Lance and Jeff Woll are leading a back-to-what-works movement with \u003cb\u003eThe Little Blue Book of Advertising\u003c\/b\u003e.\u003cp\u003eThis is a short, fun-to-read, practical book designed to be read quickly and referred to again and again. Each of their fifty-two ideas relates to day-to-day problems with real examples, then provides an innovative, sometimes blunt solution. For instance:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e#3 Read what your customer reads, watch what she watches\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e#10 Quality is the absence of nonquality signals\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e#15 Sell the benefit, the advantage, and the feature—in that order\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e#19 Get the no-bodies out of your approval process\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003e#41 Know when and how to scream “sale”\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eJust as Jeffrey Gitomer’s hugely successful \u003cb\u003eThe Little Red Book of Selling\u003c\/b\u003e became the gotta-have resource for salespeople, Steve Lance and Jeff Woll have written the perfect handbook for what does and doesn’t work in today’s advertising world.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Penguin Publishing Group","offers":[{"title":"Default Title","offer_id":47031065149680,"sku":"9781591841241","price":19.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781591841241_p0.jpg?v=1763806200","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781591841241","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}