Building Brand Value
Seven Simple Steps to Profitable Communications
By: Bruce Turkel
Published: January 9, 2006
Format: Paperback, 92 pages
ISBN-10: 1419623494
ISBN-13: 978-1419623493
Publisher: BookSurge Publishing
"Those successful ads didn't focus on the product they were selling - instead they were clearly aimed at the person they were selling to", writes successful advertising agency CEO Bruce Turkel, in his straight to the point and insightful book Building Brand Value: Seven Simple Steps to Profitable Communications. The author delves into the key components that make up a successful advertisement, that speaks to its target buyer in a personal way, and then sells the product or service.
Bruce Turkel dispenses with the frills, and drills right down to the basic qualities of a simple, effective, and memorable advertising campaign. Applying what he calls his proprietary Brain Darts (TM), the author focuses the book on the seven steps to creating a successful, and profitable advertising message. Like the message of the book, the narrative itself is also simple and to the point. Combining the basic format of the seven crucial steps to success with real life business examples, light hearted anecdotes, and his own wonderful illustrations, the book itself is an example of Bruce Turkel's highly successful communications philosophy.
Bruce Turkel (photo left) understands that the simplest message is usually the most effective. At the same time, the author resists the temptation to recommend minimalist thinking. Any communication must convey the essence of the message. Too much will overwhelm the recipient, and too little will miss the point of the essential message. Most importantly, Bruce Turkel recognizes that people make buying decisions based on emotions. The facts are used later to rationalize the emotional purchase choice. The advertisement must appeal to the listener directly, and in a way that makes the message personal to them. Once the recipient of the message internalizes it, and takes personal ownership of the basic communication, the choice to buy the product or service will usually follow.
For me, the power of the book is Bruce Turkel's ability to take a complex topic like advertising communication, and render it into simple and actionable points. As with the author's own concept of Brain Darts (TM), the book is a lesson itself in presenting a message in a clear, concise, and memorable manner. The chapters follow the format of the seven steps to success, and each one builds upon the lessons learned in the previous pages. The entire book is a unified whole, as an example of a well crafted communications message. The concept of providing the essential core of the message, and not getting sidetracked with unnecessary information overload, is reflected in the book itself. In effect, Bruce Turkel walks his talk in the creation of this book.
I highly recommend the very readable, and easy to understand book Building Brand Value: Seven Simple Steps to Profitable Communications by Bruce Turkel, to anyone who crafts communications in advertising, sales, marketing, or public relations who seeks to present a more clear and concise message. The author sets out the seven simple steps, and why they are crucial to successful and profitable communications. By following the concepts presented in the book, any organization can achieve greater sales and marketing success.
Read the enjoyable and practical book Building Brand Value: Seven Simple Steps to Profitable Communications by Bruce Turkel, and stop making the simple basics of communication so difficult for your business and your target market. Follow the seven steps and achieve more success, through understanding the buying thought process, and applying it to your own company's communications efforts.
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