{"product_id":"battlecry-al-ries-9780984937097","title":"Battlecry: Winning the battle for the mind with a slogan that kills.","description":"Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. \u003cp\u003e Why do most Americans remember the battlecry of the French Revolution (Libert ,  galit , fraternit ) when they cannot remember the battlecry of the American Revolution? \u003c\/p\u003e\u003cp\u003e Because the sounds of the words \"Libert ,  galit , fraternit \" rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to \"rhyme,\" there are four other techniques outlined in my new book, Battlecry.\u003c\/p\u003e\u003cp\u003e (1) Rhyme: \"Roto-Rooter, that's the name. And away go troubles down the drain.\"\u003c\/p\u003e\u003cp\u003e (2) Alliteration: \"M\u0026amp;Ms melt in your mouth, not in your hands.\"\u003c\/p\u003e\u003cp\u003e (3) Repetition: \"The few. The proud. The Marines.\" \u003c\/p\u003e\u003cp\u003e (4) Reversals: \"Two great tastes that taste great together. Reese's peanut butter cups.\"\u003c\/p\u003e\u003cp\u003e (5) Double-entendre: \"A diamond is forever.\" \u003c\/p\u003e\u003cp\u003e You might think companies and their ad agencies would be wise to these techniques. But few slogans actually use any of these memory-building tactics. In a recent survey of 266 advertising slogans, only 19 used any one of them. \u003c\/p\u003e\u003cp\u003e Battlecry is a companion book to my previous book, Visual Hammer, and should be read together. Creating a slogan is only half the battle. The other half of the battle is a visual that will help drive your slogan into prospects' minds. \u003c\/p\u003e\u003cp\u003e The contour bottle helps drive \"The real thing\" into the minds of cola drinkers. \u003c\/p\u003e\u003cp\u003e The duck helps drive the Aflac name into prospects' minds. \u003c\/p\u003e\u003cp\u003e The straw-in-the-orange helps drive \"Not from concentrate\" into the minds of Tropicana buyers. \u003c\/p\u003e\u003cp\u003e Even \"The ultimate driving machine\" would not have been effective, in my opinion, without a visual hammer. And what was BMW's visual hammer? It was the television commercials showing BMWs being driven over winding road by happy owners. \u003c\/p\u003e\u003cp\u003e Over the years, there have been many advertising campaigns showing beautiful automobiles being driven over lush, winding roads. The hammers are terrific, but the nails are missing. \u003c\/p\u003e\u003cp\u003e The trick is to find the right combination of a visual hammer and a verbal nail. And my two books, Battlecry and Visual Hammer, can help you do exactly that.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Al Ries, Laura Ries\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0984937099\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780984937097\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Ries' Pieces Publishing\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/04\/2015\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 138\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.43lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.02h x 5.98w x 0.30d\u003c\/p\u003e","brand":"Al Ries","offers":[{"title":"Paperback","offer_id":43996185460991,"sku":"9780984937097","price":9.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_e4469a03-98a7-4fc3-98cd-abdceebc5c69.jpg?v=1683340225","url":"https:\/\/www.whiterainbookhouse.com\/products\/battlecry-al-ries-9780984937097","provider":"WR Book House","version":"1.0","type":"link"}