A new peppy palomino in the Paramount stable is Chris Wirthwein:
Brand Busters: 7 Common Mistakes Marketers MakeWhat's fascinating about Mr. Wirthwein is that he comes from the world of B2B scientific and technical advertising/marketing. We don't hear from too many people with his background and expertise - and there are lessons to be learned. (Seven, he says - but there are actually dozens.)
No matter how good a marketer you are, it is easy to slide into behaviors that ultimately make your marketing less effective. Chris Wirthwein has identified the seven most common mistakes made by marketers of technical and scientific products and he explains how to avoid them. With wit and passion, he helps you learn how to overcome the mistakes of marketers of technical and scientific products and how you can learn from these mistakes no matter what kind of product or service you are offering. You learn how to avoid the mistakes and get on with efficient marketing and advertising.
I'm a sucker for anybody steeped in the history of advertising, and Chris liberally quotes Claude Hopkins, Rosser Reeves, David Ogilvy, Bill Bernbach, and others.
Not to put you off - but this marketing guru also draws inspiration from Shakespeare, Maslow, and a few hoity-toity folks I'd never heard of.
The best part: Chris Wirthwein is a top-notch writer. He knows how to tell stories, keep you engaged - rare for a business book. The last one I read that was as well written is already becoming a classic.
And Chris can be quite entertaining. His take on ROI dogma is just short of hysterical, referring to it as Return On Illusion. I may steal that.Brand Busters will be around for quite some time. Probably longer than most - since it's been selected as a Classroom Resource by The Advertising Educational Foundation.
Take a peek at the back cover blurbs.
You can purchase Brand Busters directly from the publisher or on Amazon.com.
And if you do - sit back, crack the cover, and click here for the full-blown Wirthwein Multimedia Spectacular.