Creative Advertising

Why you should read this book: because it's full of wisdom, experiences, examples and entertaining stories drawn from Tony Hertz's 40-year beyond-all-reason passion for radio advertising - including links to 25 of the best radio spots you've ever heard. Because in today's visual/digital/online/mobile/social media/branded content consumed advertising business, radio remains a powerful and relevant way to reach millions of consumers all over the world. And Tony Hertz is uniquely qualified to give it the creative attention it deserves.

Un profesional capaz de escribir de forma persuasiva, aumentando el interés y las ventas mediante técnicas de Neuromarketing - Storytelling y Marketing Directo a la Venta: una de las profesiones más solicitadas y mejor pagadas del mercado. Este podría ser el identikit del copywriter profesional. ¿Podrías hacerlo? ¿Pasión por la escritura, cientos de libros leídos, ambición por el dinero y un gran interés por la psicología humana?

If screaming headlines and over-the-top phrasing make you want to hide your head in a bushel, get this guide to writing attention-getting yet honest and helpful sales copy. Whether you're a coach, author, financial advisor, B-to-B product manager or simply a professional who values trust, dignity and respect for clients, you'll find a framework for setting down a solid first draft and tweaking it into an effective selling tool.

Happily create customers for keeps.If marketing is the art of creating a customer, smart marketing creates customers who want to stick around and who match the values and approach of the business owner or organization. Discover the assumptions and actions underpinning the ability to build a solid base of customers you enjoy doing business with.