Amazon: Link
Score: 8/10
Skills Category: Copywriting
Mental Models: Attentional Bias, Co-operation, Emotions, Specialization, System 1 vs System 2 Thinking, Trust
Mental Models from the book:
'Confessions of an Advertising Man' can be summarised into 6 mental models:
1. Attentional Bias
Unless your campaign has a big idea, it will go unnoticed.
Use Captions under photos.
2. Co-operation
Committees can criticize ads but don't allow them to write them.
3. Emotions
Your ad should not be cute or funny. People don't buy from clowns.
4. Specialization
Your ad can not be all things to all people. It can't be a male brand and a female brand. The result will be a brand without personality.
Concentrate on creating a sharply defined personality, it will get the majority of sales at the highest margin.
5. System 1 vs System 2 Thinking
Break free from reason and unblock your imagination to be creative.
6. Trust
The more facts you provide the more you'll sell.
Start with axioms that people can not question and then move on to more questionable ones.
Tell prospective clients about your imperfections. You become more believable and trustworthy.
Mental Model Mind Maps
Mind maps can help you to remember the most important parts of a book. Signup to my newsletter below to get a free mindmap of this book:
