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No, let’s not try “The Complete Idiot’s Guide to…whatever” either. Why insult the reader? There are many excellent books in the marketplace that offer sage and sound advice written at a solid intellectual level that assumes the reader has a modicum of knowledge and a firm grip on modern concepts. They don’t necessarily rely on pictures, charts, graphs, or diagrams to convey the message. Instead, they delve into word-pictures, stories, testimonials and plain old common sense to deliver the content. What an idea!So what kind of book avoids the dumbing-down of the user? It’s the same target audience as the television shows that don’t resort to reality-documentation of couples or individuals making absolute fools of themselves. Instead, the go after those who may be more absorbed by science, history, news, crime-solving, self or home improvement, and even sports. The ultimate goal is to teach to those who truly want to learn at a fairly sophisticated level without a lot of frills and bells and whistles. So perhaps snappy cartoon characters are out, I’m afraid. Rather, the space is filled with relevant copy that pertains to the subject. It’s a throwback to the days before color gossip magazines, television, and movies.Years ago, people read for entertainment, escapism and education. Today, everyone expects dazzle, bling, and excess. But there are excellent “How-to” books out there that cater to the minority, and we know you’re out there. You know, the ones that are genuinely searching for a better mousetrap, secret to success, or just a few tips on a particular topic of interest. It depends on the book and how it’s marketed. Unfortunately, most non-fiction instructional tomes are somewhat boring and don’t lend themselves to massive publishing campaigns that have accompanied the likes of the “Da Vinci Code.” And they certainly won’t be courted by a major studio for the movie rights. So they languish on the book shelves or on the Internet waiting to be discovered by a real seeker of wisdom.Most fall into two categories: those written for individuals who want to learn how to do a particular task and solve a problem or businesses that need to improve the bottom line or run their company more efficiently. They both are perfect demographics for the “How-to” trade and are equally catered to. There have been a plethora of outstanding authors that offer mainstay answers to various questions and provide a high standard of intellectual reading. But there are also a group of books that fall in between the “Idiot’s Guide” and the Classical Literature approach for the average person that desires readable and factual gratification. If you are a business person that hasn’t the time for deep prose but considers themselves above the “Dummy” level, then perhaps you should consider a wonderful marketing book that does an nice job of informing without boring. It describes how to create effective advertising within the Yellow Page world but can be used for any media. Go to poweradbook.com to learn more and stand up for all the those business people that really qualify for a “Book for Smarties.”
Article Source: http://www.content.onlypunjab.com
Jeffrey Hauser’s latest book is, "Inside the Yellow Pages,” which can be viewed at www.poweradbook.com.
He was a sales consultant for the Bell System Yellow Pages for nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising and has a Master's Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. Currently, he is the Marketing Director for thenurseschoice.com, a Health Information and Doctor Referral site.
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