{"product_id":"seducing-strangers-9780761181750b","title":"Seducing Strangers","description":"An advertising creative director for more than 25 years and the Mad Men co-producer responsible for Don Draper’s credibility as an advertising genius, Josh Weltman distills everything he knows about the art of persuasion into a playbook - of rules, principles, insights, insider anecdotes, and more, all tailored to the fast-changing life in the information economy.\u003cbr\u003e\u003cbr\u003eWeltman identifies the four elements of selling - one of which is behind everything from a national television campaign to an email blast. There’s the ad that makes people curious. That creates a sense of urgency. That increases market share. And the ad that protects margins. \u003cbr\u003e\u003cbr\u003e And then Weltman explains how to employ these strategies, including: the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships. Advertising, Joshua Weltman argues, is a toolbox, not a tool, and used right it makes people happy. Seducing Strangers shows you how.","brand":"Workman Publishing Company","offers":[{"title":"Bargain","offer_id":42869645639760,"sku":"9780761181750B","price":6.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0592\/8173\/5760\/files\/9780761181750-l.jpg?v=1785878214","url":"https:\/\/bookoutlet.com\/products\/seducing-strangers-9780761181750b","provider":"Book Outlet","version":"1.0","type":"link"}