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Title: The Responsive Chord by Tony Schwartz ISBN: 0-385-08895-7 Publisher: Doubleday Pub. Date: September, 1974 Format: Paperback List Price(USD): $15.00 |
Average Customer Rating: 5 (2 reviews)
Rating: 5
Summary: Essential reading for behavior change campaigns
Comment: As a public health professional (who also took a course from Tony Schwartz, through Harvard), I've found this book invaluable. Anyone who thinks that just giving people facts will change attitudes and thus behavior needs to read this book and learn how the real world works.
Rating: 5
Summary: A Must Read for Anyone Work in Communications Today!
Comment: I first encountered Tony Schwartz in the early 1970s thanks to a remarkable grad school teacher named Ralph Baldwin. Following a symposium on media in New York City in which Tony demonstrated several examples of his work, Dr. Baldwin arranged for our small class (no more than 10 of us)to visit Tony in his studio. The visit was most impressive for one single point that he dramatically demonstrated, namely the difference between "sound" and "noise." "Noise," he explained is nothing more than "unwanted sound."
My copy of "The Responsive Chord" - purchased when it was first published - has been read and re-read to the point of delapidation. I have been working in advertising for more than 30 years and this book has been virtually my bible. I have lent it to students and collegues innumerable times. The reasons is simple: Tony's message goes to the heart of communication and persuasion. To reach a person and motivate him or her to respond to your message requires more than information, facts, and glitzy effects. Your message must "resonate" with the person. It must strike that "Responsive Chord" by connecting and touching your audience's whole matrix of beliefs, cultural identifiactions, opinions and values.
In this book, Tony Schwartz reveals completely, clearly and definitively his secret of success. And, in a way that inspires emulation and appreciation.
I can honestly say that my own work, when it has been most effective, whether in TV, radio, or print, has been the result of its reflection of Tony's principles as delineated in "The Responsive Chord."
In this era of instant communication and the explosion of media channels and venue, Tony Schwartz' small and powerful book cuts to the heart of true and effective communication, in whatever form.
Anyone working in any area of communications, or aspiring to, should read, re-read and continually refer to this little book as professional compass. It is that valuable!
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Title: Media : The Second God by Tony Schwartz ISBN: 0385181329 Publisher: Doubleday Pub. Date: January, 1983 List Price(USD): $15.00 |
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Title: What Really Matters : Searching for Wisdom in America by Tony Schwartz ISBN: 0553374923 Publisher: Bantam Pub. Date: 01 March, 1996 List Price(USD): $15.95 |
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Title: The Power of Full Engagement: Managing Energy, Not Time, is the Key to High Performance and Personal Renewal by Jim Loehr, Tony Schwartz ISBN: 0743226747 Publisher: Free Press Pub. Date: 10 February, 2003 List Price(USD): $26.00 |
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $10.95 |
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