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About Face: The Secrets of Emotionally Effective Advertising, by Dan Hill
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Once advertising was all about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message.
About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, Dan Hill outlines ten rules for emotionally effective advertising including simplicity, familiarity, relevancy and believability.
Emotions rule decision making. About Face shows you that by focussing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.
- Sales Rank: #865788 in eBooks
- Published on: 2010-09-03
- Released on: 2010-09-03
- Format: Kindle eBook
Review
"An exceptionally strong case for the use of emotion in advertising. Well-written and well-documented." - Al Ries, author of War in the Boardroom
About the Author
Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process. He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers. He has appeared on CNN, the Today Show, MSNBC, and Fox Business. He is the author of Emotionomics, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life. For more information on Sensory Logic view their newsletter.
Most helpful customer reviews
7 of 7 people found the following review helpful.
Pain or Gain?
By Amazon Customer
Dan Hill's About Face digs deeper into the question of why 50 percent of advertising fails, and this very readable book is a treasure trove of discoveries from research in facial coding (how real people's facial expressions and body language respond to advertising) and a host of other studies.
You'll find out how "the 12 most persuasive words in the English language" focus on pain and gain, but more on one than the other. Do you think it's pain, that people are more emotionally engaged in fear and defending against threats to their status quo or their dreams? Or do you think it's gain, that people are more emotionally engaged in what they want but don't have and what you can promise? The answer may surprise you.
The Afterword on page 171 has seven gems to take away:
1. Be on-emotion (not just on-message)
2. Be in motion ("Novelty. Change. Intensity. ...Tapping in to how people want to resolve, evade, or mitigate problems raises the prospect of hope")
3. Don't create a psycho-killer brand. (Carefully employ the face of your brand to create affinity with your customers)
4. Create engaging sensory experiences. Leverage touch, smell, taste along with your visual and auditory cues and contrasts to seduce over and over again.
5. Achieve elegant simplicity. Consider "Wundt's sweet spot: simple but novel, or complex but familiar. ...engaging in triage and enshrining the core idea."
6. Close with an intellectual alibi. Even in B2B, people buy emotionally. But they have to justify it to themselves and their bosses.
7. Stay in the comfort zone. Foster a sense of well-being and pride in association with your brand, and the values your brand shares with your customers."
This book has copious examples that show how to incorporate these tips in campaigns. Worth the buy.
It's also another inspiration to go catch up on the TV crime drama, Lie to Me.
3 of 3 people found the following review helpful.
Now this is a business book
By Mark
At last a book about adverting and marketing that's actually worth reading. This book is packed with meat. Examples, research, insights and take-aways that any business person can use.
Hill draws on years of research from advertising around the globe to offer usable insights into what makes effective advertising and marketing.
Unlike many other so called business books that seem to be more about building up the egos of their authors, Hill just lets the research and the results do the talking.
The result is a book that is packed with ideas and practical tips that anyone can use.
It does get a little heavy duty at times with some of the minutiae of advertising, but I'd rather too much detail than some tool prattling on about purple bovines or the latest ...ology.
Highly recommended.
2 of 2 people found the following review helpful.
Perfect combination of science and actionable recommendations
By H. Buchanan
I'm a long time fan of Dan Hill, so I went into this with high expectactions. Dan did not disappoint.
There were two things I really liked about About Face:
1.Focus on the why, not just the what. The introduction title is "Science Meets Creativity." We often see ads that are successful, but don't know exactly why the ad was successful. My problem with "creativity" is that it's often difficult to replicate. Dan Hill uses science like facial coding to actually measure true emotional reactions in test subjects. He shares research on how the brain reacts to different types of messages.
2.Specific actionable recommendations. The second, and more important reason I like this book is that it gives you specific recommendations from wording of your ads to types and placement of images I kept jotting down notes for clients I'm working with and specific ideas for improving their marketing materials. Now THAT'S the sign of a book worth reading.
Dan points to this quote, "Advertising does not first get attention then create an emotion. Advertising creates an emotion which results in attention." I think this is the key to the whole book.
The importance of using faces in advertising, and how to use those faces to most advantage, is something every advertiser should learn.
As Dan Hill points out: "In advertising the human face represents a treasure trove of opportunity to engage us and compel consideration and persuasion."
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