by Steve Cone
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Product Description
Working with and at leading companies including American Express, Epsilon, Apple, Fidelity, and Citigroup - with notable political and not-for-profit campaigns along the way - Steve Cone has the hard-earned and high-level experience that translates into valuable, tested insights on what really works in marketing. With the candor and freshness you'd expect from a close and (very) experienced friend, he delivers hundreds of insights in a quick, no-nonsense, and witty manner on all facets of marketing and advertising that will be of real value to businesses and organizations of all sizes and to anyone who has chosen marketing as a profession. A cover story on Cone in Ad Age's POINT magazine by Lawrence A. Armour called him "one of the acknowledged big guns in the mass-marketing business." And Faith Popcorn, bestselling author and Founder and CEO of Faith Popcorn's BrainReserve says, "With this book, Steve Cone provides a clear and no-nonsense guide for getting it done now."
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Average Customer Review:
0 of 0 people found the following review helpful:
 Practical, humourous, fast read you should not ignore., 2007-12-12
Steve Cone forces you to think a bit and notice some of the more interesting marketing issues lately current. He is also humorous, makes it a quick read, and leaves you thinking some practical, and applicable, thoughts. Worth the investment in time.
2 of 2 people found the following review helpful:
 A wide ranging overview, 2007-08-22
This book offers high level insight on marketing, branding, advertising and PR. For marketing directors and executives at midsize and large companies, it's well worth reading. The author has long experience putting together and executing marketing campaigns for big private companies and political organizations. Cone's writing is easy to understand and his advice applies to most any type of marketing situation. A few excerpts--
"Truly great brands have four qualities in common. They are inspirational, indispensable, dependable, and unique." (p15)
"Small type is the enemy. Sans serif type is the enemy. Reverse type is the enemy." (p43)
"The effect of frequency trumps occasional [ad] placements every time, even if you appear more frequently in fewer publications." (p92)
"The number one job of senior marketing professionals is to recruit the best second in command they can possibly find." (p167)
Cone discusses areas that are not commonly found in books on marketing, including public speaking, corporate sponsorship, and working with your ad agency. This book is reminiscent of and makes a good companion piece to David Ogilvy's Ogilvy on Advertising , which explains the world of advertising from the inside out.
7 of 15 people found the following review helpful:
An excellent quick read!, 2007-04-20
I once read that you have to do something twenty one times for it to become a habit. After reading STEAL THESE IDEAS! by Steve Cone, I am absolutely certain that I will never, ever, ever use white reverse type for any ad copy. Cone is a champion at getting his point across, over and over and over. That's not to say this book is dull and repetitive. Far from it.
Cone presents critical techniques for creating a unique selling proposition. He is quite unwavering on such topics as font type, photo captions, and the aforementioned reverse type usage.
I would have liked to have read more actual copy writing techniques. There is an all too brief chapter on brochures, and dozens of wonderful writing tips, but the book is clearly geared more for the ad campaign spokesperson. Speaking of campaigns, there is also some great information here regarding political campaigns.
A fascinating book and a quick read at fewer than two hundred pages. The pages are broken into 23 chapters, each one a gem. Cone is an extraordinary writer and a wealth of information. This one is highly recommended.
1 of 1 people found the following review helpful:
Read This NOW!, 2006-04-14
Probably the most fun (and occasionally funny) and thought provoking marketing book I have read in several years. Tons of ideas and examples that anyone can use, er, steal. I used a hi-liter and note pad for this one. This is already back in my re-read stack.
Not that I have an opinion.
3 of 3 people found the following review helpful:
I loved this book; even as a seasoned professional, 2006-03-24
I have been in the marketing industry for over 10 years now and I found this book to be a great resource. Yes, it is well-written and to the point and I like that. Yes, many of the ideas are derived from marketing basics. I agree with the review that said it was thought provoking. That it is.
When i first read the book, I was marketing for a technology development firm. I recently accepted a job with a medical spa and i am re-reading many of the chapters. Applying this information to my specific task often leads me to many other great ideas.
Yes, young marketing candidates should definately read the book, but i also think it is a great book for the seasoned professional too. It brings you back to the basic and provides a platform to spark new ideas.
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