Book Notes

The Challenger Sale

How to Take Control of the Customer Conversation

by Matthew Dixon and Brent Adamson

You don’t even have to understand the language to understand the TV commercials that sell bad breath, and a solution, whether it’s Tic Tacs or toothpaste. That TV creative is the advertising version of Challenger Selling: Telling a customer about a problem they don’t know they have, before selling them the solution. Continue

Selling the Invisible

A Field Guide to Modern Marketing

by Harry Beckwith

This little book will help you sell advertising more than any other currently on the market. Advertisers don’t want to own the spots or the banners or the pages we might sell them. They want to own the results of the advertising expenditure. And because the results are sometimes not immediate, sometimes not close-enough to the point of sale, or often obscured by other business factors, they are frequently invisible. Continue

Metaphorically Selling

How to Use the Magic of Metaphors to Sell, Persuade, & Explain Anything to Anyone

by Anne Miller

Buyers are people, too. And people think in metaphors: “You’ll like it because it’s like such and such” your friend will say. An advertiser said pork is “the other white meat.” Now, Anne Miller can help you conciously develop metphors to help you with your most important selling issues. Continue 

Selling to VITO

the Very Important Top Officer

by Anthony Parinello

If you sell advertising, you have suffered many indignities while trying to obtain high-level appointments. You’ve likely dodged the slings and arrows from many different kinds of clients and know how hard it is to get to see them. Continue