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The 33 Ruthless Rules of Local Advertising [Hardcover]

4.9 out of 5 stars  See all reviews (8 customer reviews)

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If you had to choose only one book on advertising, take it from me, this one is it.
I think this book should be on the shelf and in the hands of every business owner who uses local media. There isn't anything close to this information from anything I've read. It's more than common sense, it's crucial sense.
If you pair this with the copy ideas of Roy Williams (The Wizard of Ads) you'll have the most important references available today for advertisers. Not since "Positioning" has there been a more powerful look at how to make advertising work; what to do, what to avoid doing.
I have made many mistakes common to most advertisers and I now understand why Michael Corbett says over 90% of local advertisers are not happy with their results. If I only had this information 20 years ago I'd have saved myself countless wasted dollars. If you have anything to do with advertising, selling it, buying it, teaching it, and you don't have this have an impotent advertising arsenal.
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4.0 out of 5 stars An excellent resource for non-professionals. Sept. 16 1998
By A Customer
Corbett provides an excellent resource for non-professionals. He does well in defining and explaining the 33 rules. Anyone aspiring to be in business should be able to comprehend and apply the concepts of the book. There is no random jargon. More importantly, Corbett does not talk down to readers. He conveys an impression of competence and a (lesser) degree of caring.
The same brevity that contributes heavily to the book's clarity has one negative side effect. There are times when added detail might help. For example, more research data would make it easier to understand why some words are useless cliches` while their synonyms are effective motivating terms. For most readers, the author's word is likely to be enough. Others will want to make their own determination as to the effectiveness of words like "value" and "benefit" or "price" and "improved."
As might be expected, some of them are much less relevant than others. That fact in no way diminishes the value of those that do apply to the reader's situation. Actually, most concepts support or complement some other rule.
Given the intended audience, the flaws are inconsequential. The 33 rules help readers level the playing field. It is very likely this book has and will make the crucial difference that allows some entrepreneurs to succeed while others fail.
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5.0 out of 5 stars Read This Book Before Your Competition Does! Nov. 19 2003
This book is almost too good to share. If you're a business owner, you won't want to talk about it at those Chamber of Commerce meetings - or anywhere else your competitors are hanging out!
I write local advertising copy everyday, and what Michael Corbett provides as answers in "33 Ruthless Rules...", are the questions every media sales representative should be asking potential clients. In turn, if local business managers put these 33 Rules into practice, they'll know what what want, when they want it, and how to get it from their local advertising plan. In less than 200 easy-to-read pages, you'll discover all you need to gain and strengthen your grip on any local market.
This book should be required reading for Marketing Students, Media Sales Reps, and definitely for local business owners and managers.
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5.0 out of 5 stars I Turned My Advertising Around With This Book. May 31 1999
By A Customer
After having read the 33 Rules, I now know of at least 33 ways to avoid some common mistakes when advertising my business. I never imagined there could be a book so closely related to my own advertising experience. Most of that experience had been erratic, at best, but no more. My results are steady for the first time and my growth is phenomenal. This is the best book I've ever read on the subject (there aren't too many good ones)and I'd recommend it to anyone but my competitors.
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