Copywriting Made Simple

Copywriting Made Simple: How to Write Powerful and Persuasive Copy that Sells

by Tom Albrighton

This is an excellent introduction to copywriting, offering general advice on the process as well as specific tips for print advertisements, audio and video scripts, sales letters, emails, brochures, and social media posts. The book is divided into three parts: plan your copy, write your copy, and improve your copy. Continue reading “Copywriting Made Simple”

The Flaw of Averages

The Flaw of Averages: Why We Underestimate Risk in the Face of Uncertainty

by Sam L. Savage

This is a book about how to manage in a world of uncertainty. The beginning section presents a number of statistical concepts in simplified language; more sophisticated techniques follow. The author discusses how these concepts apply in a wide variety of contexts including oil exploration, pharmaceutical R&D, the stock market, the housing bubble, weather, climate change, health care, gene pools, the war of terror, and supply chains. He also describes some illogical accounting rules required by the FASB and the SEC. Continue reading “The Flaw of Averages”

Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health

Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health

Edited by Wiemer Snijders

This book is a compilation of 42 chapters written by 37 practitioners and scholars of branding, advertising, and marketing. “The brief to all of the contributors was simple: tell us how you apply or find inspiration from marketing science in a short, easy-to-digest paper… I did not ask them to write about a particular topic; this was intended as a bag of nutritious ‘mixed greens.’” There is no chapter on spinach or basil, but somehow cauliflower scored a cameo role in chapter 26. Continue reading “Eat Your Greens: Fact-Based Thinking to Improve Your Brand’s Health”

Effectiveness in Context: A Manual for Brand Building

Effectiveness in Context: A Manual for Brand Building

by Les Binet and Peter Field

Binet and Field have analyzed 18 years of data (1998-2016) from the London-based Institute of Practitioners in Advertising’s IPA Databank, “the confidential data submitted alongside entries to the biennial IPA Effectiveness Awards competition.” This book presents their findings on what works best—in general and in various contexts.

Topics include market penetration, brand-building vs. sales activation, emotional vs. rational consideration, share of voice, pricing, and innovation.  Continue reading “Effectiveness in Context: A Manual for Brand Building”

The Best We Could Do: An Illustrated Memoir

The Best We Could Do: An Illustrated Memoir

by Thi Bui

Thi Bui was born in Vietnam and immigrated to the United States as a child in 1978. Based largely on oral history from family members, she has written and illustrated their story, telling the history of Vietnam from 1943-1978 along the way. It is an engaging story presented in the style of a graphic novel. Continue reading “The Best We Could Do: An Illustrated Memoir”

Mushrooms for Health and Longevity

Mushrooms for Health and Longevity

by Ken Babal, CN

This 60-page booklet explains the nutritional and medicinal benefits of 11 types of mushrooms: Agaricus, Chaga, Cordyceps, Coriolus, Enoki, Lion’s Mane, Maitake, Meshima, Reishi, Shitake, and Tremella. “There are 38,000 species of mushrooms. Species can differ greatly in their chemical content. For example, about 50 species of mushrooms are poisonous and another 50 demonstrate medicinal value.” Continue reading “Mushrooms for Health and Longevity”

How Brands Grow

How Brands Grow

by Byron Sharp

This excellent, clearly-written book is based on empirical research covering market share, brand equity, price promotions, and advertising. It includes some counter-intuitive conclusions regarding customer retention, loyalty programs, segmentation, and competitor differentiation. Byron Sharp is the director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. Continue reading “How Brands Grow”