At the age of 37, he founded the New York-based agency that later merged to form the international company known as Ogilvy & Mather. Regarded as the father of modern advertising, Ogilvy was responsible for some of the most memorable advertising campaigns ever created. Confessions of an Advertising Man is the distillation of all the Ogilvy concepts, tactics, and techniques that made this international best-seller a blueprint for sound business practice. If you aspire to be a good manager in any business, this seminal work is a must-read.

    We all have a duty to affect others—from the classroom to the boardroom to social media. But how skilled are we at this role, and can we become better? It turns out that many of our instincts—from relying on facts and figures to shape opinions, to insisting others are wrong or attempting to exert control—are ineffective, because they are incompatible with how people’s minds operate. Sharot shows us how to avoid these pitfalls, and how an attempt to change beliefs and actions is successful when it is well-matched with the core elements that govern the human brain. Sharot reveals the critical role of emotion in influence, the weakness of data and the power of curiosity. Relying on the latest research in neuroscience, behavioral economics and psychology, the book provides fascinating insight into the complex power of influence, good and bad.

    Allowing you to combine the various elements that make up your writing project, from outlines to research to note, Scrivener helped author Nicole Dionisio write two novels in a single year. Our manual outlines how to use Scrivener to make your writing better, and is useful for writers of all stripes – which includes you. It is 48 hours before your dissertation is due and, despite the chaos, you are trying to complete the final edits, because it’s the only choice you have.There is one problem — and it isn’t the pile of unclean dishes housing sea-green mold and chatty-vermin that has become your sink — it is your computer and it is time. You should be going faster then this, you put your blood-shot pounding head in your hands and groan, “Why am I going so slow? This computer is brand new... what is the problem?”It isn’t your computer’s specs. It is your writing process. It is because you have not yet started using Scrivener.It is opening up a new webpage or PDF every 15 minutes to fact-check research. It is switching back and forth be- tween this research, your outline, your bibliography, and your draft. It is waiting for your files to load, bouncing be- tween them, and getting lost in the quantity of windows on your computer screen or document.Scrivener has two key features: it loads all documents at once and it has many visual organizational tools. Scrivener has optimum productivity, thus it gives writers more time to actually write and accomplish their goals.This manual outlines: -Planning your manuscript-Importing existing documents into Scrivener-Collecting your notes-Organizing files and documents within Scrivener-Keeping track of your characters for fiction writing-Bringing it all together and writing your manuscript-The editing process, including sharing with beta readers.-Publishing your masterpiece online

    Did you ever wish you could tell a story that leaves others spellbound? Storytelling teacher and champion Margot Leitman will show you how! With a fun, irreverent, and infographic approach, this guide breaks a story into concrete components with ways to improve content, structure, emotional impact, and delivery through personal anecdotes, relatable examples, and practical exercises.

    But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too.Cowritten by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways?Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little-known but proven wisdom.Whether you are in advertising, marketing, management, or sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.

    Applying the idea that all organizations have great stories to tell, Dan Portnoy encourages non-profits to interpret fundraising and engagement through the perspective of storytelling. This proven process has helped non-profits raise millions of dollars, attract donors and make a profound impact for their cause.

    If you are on social media, you are in marketing. And that means that we are all relying on our words to carry our marketing messages. We are all writers.Yeah, but who cares about writing anymore? In a time-challenged world dominated by short and snappy, by click-bait headlines and Twitter streams and Instagram feeds and gifs and video and Snapchat and YOLO and LOL and #tbt. . . does the idea of focusing on writing seem pedantic and ordinary?Actually, writing matters more now, not less. Our online words are our currency; they tell our customers who we are.Our writing can make us look smart or it can make us look stupid. It can make us seem fun, or warm, or competent, or trustworthy. But it can also make us seem humdrum or discombobulated or flat-out boring.That means you've got to choose words well, and write with economy and the style and honest empathy for your customers. And it means you put a new value on an often-overlooked skill in content marketing: How to write, and how to tell a true story really, really well. That's true whether you're writing a listicle or the words on a Slideshare deck or the words you're reading right here, right now...And so being able to communicate well in writing isn't just nice; it's necessity. And it's also the oft-overlooked cornerstone of nearly all our content marketing.In Everybody Writes, top marketing veteran Ann Handley gives expert guidance and insight into the process and strategy of content creation, production and publishing, with actionable how-to advice designed to get results.These lessons and rules apply across all of your online assets — like web pages, home page, landing pages, blogs, email, marketing offers, and on Facebook, Twitter, LinkedIn, and other social media. Ann deconstructs the strategy and delivers a practical approach to create ridiculously compelling and competent content. It's designed to be the go-to guide for anyone creating or publishing any kind of online content — whether you're a big brand or you're small and solo.Sections include: How to write better. (Or, for "adult-onset writers": How to hate writing less.) Easy grammar and usage rules tailored for business in a fun, memorable way. (Enough to keep you looking sharp, but not too much to overwhelm you.) Giving your audience the gift of your true story, told well. Empathy and humanity and inspiration are key here, so the book covers that, too. Best practices for creating credible, trustworthy content steeped in some time-honored rules of solid journalism. Because publishing content and talking directly to your customers is, at its heart, a privilege. "Things Marketers Write": The fundamentals of 17 specific kinds of content that marketers are often tasked with crafting. Content Tools: The sharpest tools you need to get the job done. Traditional marketing techniques are no longer enough. Everybody Writes is a field guide for the smartest businesses who know that great content is the key to thriving in this digital world.

    Readers familiar with the previous edition will find a text that retains all the features that make Rulebook ideally suited for use as a supplementary course book -- including its modest price and compact size. Unlike most textbooks on argumentative writing, Rulebook is organised around specific rules, illustrated and explained soundly and briefly. It is not a textbook, but a rulebook, whose goal is to help students get on with writing a paper or assessing an argument.

    Listen and speak more effectively, engage people through empathy (the most powerful word in the English language), avoid the most common conversational disasters, and use proven strategies that allow you to successfully communicate your point of view and take the upper hand in most disputes.

    And while there are many resources out there on the "craft" of writing or how to find your creative voice as an "artist," there is little by way of practical advice on how to actually set about writing genre fiction for a career. Fiona McIntosh, one of Australia's most successful commercial authors across a range of genres, is here to set the record straight, and set aspiring novelists on a realistic path. She believes that if you have a tough hide and a philosophical attitude—as well as a damn strong work ethic—anyone can make a living from popular writing. And she's here to show you how.

    It is based on research of the most powerful techniques used by winners of impromptu speaking contests, politicians, actors and successful presenters. The book is entertaining to read, has plenty of examples and covers the most effective tools not only from the world of impromptu speaking but also from acting, stand-up comedy, applied psychology and creative thinking. Once you master the system, you will grow immensely as an impromptu public speaker, become a better storyteller in a circle of friends and be more creative in everyday life. Your audience members will think that what you do on stage after such short preparation is pure magic and will recall some of your speeches many years later.

    By embracing four fundamental premises and putting into practice the author's many helpful and practical suggestions, you'll acquire the skills and insights necessary for turning around even the most troublesome relationship. What you need to keep in mind is that: (1) nothing in your life happens randomly and your difficulties have a deeper purpose; (2) frustration and even emotional pain are as necessary for your personal and spiritual growth as love and joy; (3) transforming enmity and completing unfinished business may be the most important skills you can learn in life; and (4) when you make an effort to work on your inner self, your outer relationships will be transformed.        This groundbreaking book draws upon state-of-the-art psychological principles and timeless spiritual practices from all traditions. Filled with enlightening exercises and entertaining stories, Thank You for Being Such a Pain will forever change the way you see the difficult people in your life . . . as well as the way you see yourself.

    This revision provides a step-by-step approach to making the thesis or dissertation process easier and more manageable.

    Perfect for busy writers or writers who are easily distracted or who want a better way to make consistent progress with their writing. Includes write ups from 15-minute writers who swear by the method. Also covers mindset, getting into a writing flow, how to clear mental clutter so you can focus during your writing session, and more.

    If you wish to follow in their footsteps, then you must first build your tribe.In this book, you'll learn why constructing your own author platform--catered exclusively to your specific tribe of ideal readers--is vital to the hopes and dreams of digital writers. Moreover, you'll learn how the smart authors are building big tribes that allow their writing careers to thrive.From the five types of platforms to the one weird way to get a larger audience, you'll learn everything you need (and nothing you don't) about nurturing a thriving, raving readership primed to take writing career to the next level.See you inside!