Doug Hall has distilled a lifetime of marketing research into this one book with the essentials on what a successful marketing campaign should contain. He does this with a dynamic use of statistics to supports his points and anecdotal evidence from his experiences in helping businesses.
Designed for the individual that must build and manage the marketing program of his or her company, this book has ramifications that impact all levels of the hierarchy. It does so by reminding the reader that the business exists to serve a fundamental need of the client – and everybody must understand and be able to articulate what valuable purpose they serve.
Developed in two sections, Hall expands on how to generate better (more effective) marketing messages in the first and how to generate new ideas in the second. From the first pages, it is clear that this is a serious book of applied research. Jump Start Your Business Brain doesn’t want you to win advertising awards; the best award is making more money with less, but better informed, effort.
The sections include small exercises to illustrate your current position and define your strengths and weaknesses. The clarity of the writing really assists in the process. Doug Hall doesn’t leave you guessing about the application of his principles. He is very explicit in his statements and backs it with evidence.
The highest praise I can offer it is that I have used the principles to redesign my campaigns. I know my messages and more importantly, my clients now know my message.
My increased sales are a testament to Doug Hall’s applied research.
