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- Sales Rank: #7752199 in Books
- Published on: 2007-11-03
- Binding: Paperback
Most helpful customer reviews
106 of 113 people found the following review helpful.
The Michael Jordan of Ad Psychology Books
By Compay
I have developed several hundred websites over the last decade, optimized them for Google, and have literally made millions for my clients. I'm always looking for a new edge in advertising, for myself and for my clients.
Ca$hvertising offers that edge. I was skeptical when I noticed that the book had only five-star ratings, I wondered if the reviews were fake. By the time I was halfway through the second chapter, I realized that this book absolutely delivered.
Whether your focus is on print ads, or in web promotion like myself, Ca$hvertising breaks down WHY people respond to certain ads. Once the author explains why people buy, he offers ideas on how you can make those people your customers. Whitman explains exactly how you can tap into the desires that all humans are naturally born with. These aren't theories or assumptions, he backs these techniques up with concrete psychological studies.
The second chapter, on the 17 principles of consumer psychology, is worth its weight in gold. All humans are born with a built-in set of desires, and the author explains exactly how you can tap into them. While most of the book is geared towards print advertising, I found that a great deal of it could be applied towards internet marketing. Plus, the guy is downright funny, and the book is written in a conversational tone that makes you forget that you're actually learning something.
Let me cut to the chase. Every day that you don't own this book, you're losing money. Buy this book today, and it will teach you how to persuade people to pay for your product or service.
37 of 40 people found the following review helpful.
Are You Kidding Me?
By Robert S Hill
So let me get this straight. In the last ten months I've spent close to three thousand dollars learning the art of copywriting. I get suckered into all the big name guru's copywriting "courses".( Most of which are really just puffed up e-books.) Then I discover this absolute gem. For less than fifteen dollars I get something more valuable than all my other books and courses...COMBINED! I'm not kidding either folks. Don't get caught up in all the guru hype and waste your time searching for bright shiny objects. Everything you need to know to become an expert in marketing or copywriting you'll find right here. My copy is soaked with a highlighter and every page is dog-eared. Don't miss it. Thank you, Mr. Whitman.
34 of 37 people found the following review helpful.
Practical, timeless
By kerrjac
Don't be turned off by the book's cheesy title or cover. Whitman's advice is top-notch.
I run a small startup, and I frequently browse marketing books and websites, hoping to give it an edge. It's easy to come across marketing advice, but it's surprisingly hard to find good advice. Authors frequently hop on trends, tout new advertising mediums, or simply apply techniques from their favorite companies.
Whitman's approach favors the fundamentals. Ca$hvertising synthesizes a large body of marketing research, and it provides a framework for applying these findings. The framework is focused on the customer, and what he or she is thinking. The book is a best-practices manual for how to win people's attention and get them to act.
The writing is accessible, and as Whitman's voice comes through, you find yourself thinking about advertising differently. Where other books might have you come up with marketing plans or play around on, say, Adwords, Ca$hvertising gets you to focus on the right aspects of your message. The book consists of many advertising tips and trick-of-the-trade. It covers practical questions that you might (or should) find yourself asking, such as what colors to use and how to anchor your message.
The bulk of the book goes over these in a list-like fashion. But Ca$hvertising is much more than a random collage of tips, research, and examples/anecdotes. As I got accustomed to Whitman's point of view, I began to see how his advice stems from a coherent and useful framework, and in a very short time I began to think more critically about marketing.
Whitman further excels at summarizing a large body of research in a concise, accessible, and even entertaining manner. He lets you know when an issue is all but settled, or when it's complex and controversial; and where relevant, he points you to further sources.
Marketing books tend to be filled with 'radical' advice, and further complicating things, many large companies and popular marketing campaigns are also pretty radical and out there. It's easy to think that simply by being extreme and hoping on the latest fad you can be successful as well. But there are two sides to every correlation - and even though every successful company is pretty 'out there' in their own way, not every company that is 'out there' is successful. In fact, most aren't. This is why Whitman's back-to-the-basics approach is so valuable. It forces you to think with your head, rather than your heart or ego. Where other marketing books hop on trends and pretend to offer "new" advice, Ca$hvertising takes the wisdom of past experience and research, and encourages you to apply it in your own manner. His book is at once highly practical and somewhat timeless.
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