What’s the worst money that a business can spend? Advertising that doesn’t work.
If you’re anything like me, and you’ve attempted some form of advertising in your life, then you probably think that you have the fundamentals down, and that all that’s left is to strike lucky with your advertising platform.
Why is that magazine advert that you spent a small fortune on not producing results? I pushed as much information about the business as I possibly could into it.
Well, it turns out that there are a whole bunch of common sense facts and tips about advertising that many businesses simply fail to implement. And that’s the beauty of Glyn Williams’ ‘The 7 Deadly Sins of Advertising’ (there are actually eight), they are extremely easy to follow, and just as easy to action.
What Mr. Williams does well is explain these principles of advertising in a straight-forward manner. You won’t find clutter or meandering thoughts; the information is direct, concise and swift. You’ll discover the eight sins of advertising and learn how to put them into practise. As the author states, he’s already over delivered by giving you one extra sin. What a salesman!
Unlike some other marketing authors, Mr. Williams has proven industry experience. Drawing on his considerable knowledge as an advertiser and salesman, he walks you through the process of creating an advertisement; the who, the what and the why, and how that applies to your customers. Once you finish reading the book, you may wonder why some of this common sense information has never dawned on you before. But the truth is that the advertising industry is a confusing place. As the author points out, advertising firms are ready to sell you their advertising space, but without taking into account such crucial information as their audience demographics, you might as well flush your money down the toilet.
I have read books on marketing and advertising in the past, but the way in which this author clearly explains his methods leaves a lasting impression, more so than any bloated textbook could ever hope to achieve. On the other hand, some may judge the book’s leanness as a weakness. The author does have a wealth of knowledge, but a lot is held back for further books. This book strictly covers the sins of advertising, but it would have been good to see some expansion on best practises for advertising within particular mediums, e.g. print.
There is a fine line between keeping your information easy to access, and filling your book with enough content to satisfy the reader. The author performs an admirable job, but there may not be enough content in this book to satisfy everyone, particularly those who already have a firm grasp on advertising, but are looking for a quick pick-me-up.
Nevertheless, I’d recommend ‘The 7 Deadly Sins of Advertising’ to anyone who is in business, and is looking for ways to make their advertisements work. Simply throwing an endless stream of cash at advertisements will not work. Just having the revenue to undertake advertisements on high-end platforms is not nearly enough. You need to apply the principles of advertising, and that involves going back to the basics. With that groundwork beneath your feet, from there you can move forward.
The book is told in an informal writing style, with sprinkles of the author’s humour showing through at times. It makes for pleasant reading, almost as if you are taking a brief lesson in person. There were a limited amount of typos throughout the book; it would be useful to have a proofreader go through the work carefully to eliminate the offenders.
In conclusion, a short and concise guide that’s a must read for anyone that has ever advertised, and will ever advertise. With a proofread to sharpen it up, it could be even better.
This is just one opinion. If you’ve read the book, why not leave your own rating below?
* Easy to understand; told in a welcoming style.
* Book length may be a negative for those looking for expansion on ideas.