Discover this little-known marketing technique for targeting prospective customers by archetype to kindle an emotional response and trigger the sale. The reasons people buy are not well known and are frequently misunderstood. That's because most people don't really know why they make a preferential decision for one product or service over another. They may think they understand their process for making a purchase decision, but it generally happens in the unconscious mind. Psychologists and neurologists have made startling discoveries that help to explain human behavior - including why people buy - with models that are at once both new and eerily familiar. If you adopt the archetype model for defining and explaining the values and motivations of human beings, you can create products, brands and marketing campaigns with specific appeal to clearly defined, targeted customers.

Jungian Theory for Storytellers is a toolkit for anyone using Jungian archetypes to create stories in fiction, TV, film, video games, documentaries, poetry, and many other media. It contains a detailed classification of the archetypes, with relevant examples, and explains how they work in different types of narratives. Importantly, Bassil-Morozow explores archetypes and their significance in characterization, individuation, plot and story-building. Bassil-Morozow also presents an overview of Jung’s thoughts on creativity and other Jungian concepts, including the unconscious, ego, persona and self and the individuation process, and shows how they are linked to conflict. The book provides an explanation of relevant Jungian terms for a non-Jungian audience and introduces the idea of the hero’s journey, with examples included throughout. Accessibly written yet academic, both practical and engaging, and written with a non-Jungian audience in mind, Jungian Theory for Storytellers is an ideal source for writers and screenwriters of all backgrounds, including academics and teachers, who want to use Jungian theory in their work or are seeking to understand relevant Jungian ideas.

A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.

Discover the secrets of written persuasion! "The principles of hypnosis, when applied to copywriting, add a new spin to selling. Joe Vitale has taken hypnotic words to set the perfect sales environment and then shows us how to use those words to motivate a prospect to take the action you want. This is truly a new and effective approach to copywriting, which I strongly recommend you learn. It's pure genius." -Joseph Sugarman, author of Triggers "I've read countless book on persuasion, but none come close to this one in showing you exactly how to put your readers into a buying trance that makes whatever you are offering them irresistible." -David Garfinkel, author of Advertising Headlines That Make You Rich "I am a huge fan of Vitale and his books, and Hypnotic Writing (first published more than twenty years ago), is my absolute favorite. Updated with additional text and fresh examples, especially from e-mail writing, Joe's specialty, Hypnotic Writing is the most important book on copywriting (yes, that's really what it is about) to be published in this century. Read it. It will make you a better copywriter, period." -Bob Bly, copywriter and author of The Copywriter's Handbook "I couldn't put this book down. It's eye opening and filled with genuinely new stuff about writing and persuading better. And it communicates it brilliantly and teaches it brilliantly-exemplifying the techniques by the writing of the book itself as you go along." -David Deutsch, author of Think Inside the Box, www.thinkinginside.com "Hypnotic Writing is packed with so much great information it's hard to know where to start. The insights, strategies, and tactics in the book are easy to apply yet deliver one heck of a punch. And in case there's any question how to apply them, the before-and-after case studies drive the points home like nothing else can. Hypnotic Writing is not just about hypnotic writing. It is hypnotic writing. On the count of three, you're going to love it. Just watch and see." -Blair Warren, author of The Forbidden Keys to Persuasion

Offers advice on starting a direct marketing campaign, including tips on doubling response rates, writing creative copy, and evaluating mailing lists.

THIS BOOK WAS BANNED FROM TELEVISION Mike Cernovich is considered one of the most controversial writers living today, as he tells the truth without fear of offending the politically correct or weak-minded. Cernovich has been attacked by Gawker, Newsweek, Washington Post, and other politically correct publications. MSNBC even had a guest on to discuss Cernovich's "mean Tweets." Danger & Play, Cernovich's flagship website, has been read by millions of people worldwide and his later book Gorilla Mindset became an immediate best seller. In the Essays on Masculnity, you'll be exposed to what most consider a radical and outrageous way of living your life. Namely, you'll learn how to shed slave emotions like guilt and shame to begin - perhaps for the first time ever - living life on your terms. Be forewarned. While you will agree with one essay, you will disagree with another. No one agrees with everything Cernovich writes, which is a point of pride for him. Cernovich does not write for the slow or the weak. He writes for independent men (and even some women) who aren't afraid to have their ideas about the world challenged. Find out what millions of others have learned by reading Essays on Embracing Masculinity.

It’s OK knowing the theory, but when it’s 9am and you have just been given until lunchtime to write some copy for a new sales email, landing page, press ad or brochure, what you really need is a shortcut. This book takes the grind out of planning and writing almost any type of copy by providing step-by-step advice on the best layouts, approaches and styles to suit everything from an email subject line to recruitment ad, direct mail letter or website. Prepared by one of the best copywriters in the B2B sector, this book also provides the reader with templates for 13 of the most common copywriting tasks for maximum effectiveness and speed.