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Title: Selling It: The Incredible Shrinking Package and Other Marvels of Modern Marketing by Lesslie Ware, Leslie Ware, Editors of Consumer Reports ISBN: 0-393-32172-X Publisher: W.W. Norton & Company Pub. Date: 15 January, 2002 Format: Paperback Volumes: 1 List Price(USD): $15.95

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Average Customer Rating: 4.67 (6 reviews)

Rating: 5
Summary: How to avoid Mrs Asterisk and Mr Tiny Type.
Comment: The only conclusion I can come to after reading 'Selling It' is that they are all out to get me. Fortunately I'm now hip to weasel words, tiny type and the true significance of those asterisks that are placed at the end of ad headlines. This breezily written book is a collection of items from Leslie Ware's column in Consumer Reports and reproduces (in color) the packaging, labels, ads, products and more which have appeared over the last few years, the book is nicely designed and printed too.

In case you might think that [ethically questionable business transactions]are only perpetrated by obscure, small companies, read chapter five about medical miracles and chapter nine on the auto biz, here huge corporations do their best to screw as many dollars out of you for as little as the competition and the law will allow. The introduction mentions, in 1955, a salesman telling author William Whyte "The man on the other side of the counter is the enemy" and this still seems to be true at the beginning of this new century.

I think it's worth quoting a few examples of the marketing man's black art:
A finance company who stressed 'Pay nothing till first payment.'
Buy a Joe DiMaggio baseball with an 'authorised facsimile signature.'
Get a 105 piece tool set that includes 85 assorted screws as part of the 105 piece total.
The photo in a furniture store ad that says 'Photo shown for photography purposes only.'
A ten once box of dates with a label stating boldly '25% More Than 8oz. Box'
And there's plenty more in this fascinating book, to quote in the argot of the huckster "No home should be without a copy!"

Rating: 3
Summary: OK BUT FUZZY
Comment: GOOD SUBJECT BUT IT CONTAINS A LOT OF ITS OWN SELLING IT.

Rating: 5
Summary: A good book.
Comment: This is a very good book. It uncovers the amazing ways that marketing people work thier ways.

The book is informative and fun to read.

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