The author says it best: "This book is for people like you and me. People who go to work and--using words, pictures, music, and stories--are expected to make s**t happen . . . to make the phone lines light up and the in-box fill up. Attract fans, friends, and followers. Make the cash register ring. Win the business. Close the deal. Sell something." Joshua Weltman knows just how to do that, and teach others how to do it, too. An advertising creative director for more than 25 years and the Mad Men co-producer responsible for Don Draper's credibility as an advertising genius, Weltman distills everything he knows about the art of persuasion into a playbook?of rules, principles, insights, insider anecdotes, and more, all tailored to the fast-changing life in the information economy. Weltman identifies the four elements of selling--one of which is behind everything from a national television campaign to an email blast. There's the ad that makes people curious--wa...show more