Overview

Every subscription you forget to cancel. Every loyalty card in your wallet. Every email that calls you by your first name.These are not separate inventions. They are dialects of one language, and the language was written by a man you have never heard of. Lester Wunderman built the machine that still sells you everything you own. He did not invent advertising. Advertising is older than literacy. What he invented was a way of thinking about influence that treated the customer as a measurable behavior rather than an audience to be impressed, and once that way of thinking took hold, the entire commercial world quietly reorganized itself around his assumptions. Written in the spirit of Robert Greene, Ryan Holiday, and George Lois, this book is the first full dissection of the most influential marketer the public has never heard of. It is not a celebration. It is a teardown. The machine is laid out on the table, in good light, and every part is named. Inside, you will discover: The single word Wunderman changed at American Express that converted customers into lifelong members, and why the change was worth billions The Columbia Records ""Gold Box"" coup that created the modern subscription economy out of a yellow square on a coupon How ZIP codes stopped being a postal convenience and became the most reliable map of the American soul ever drawn Why the Toyota 800-number changed what a phone call meant in commerce forever The MIT speech that renamed an entire industry in one afternoon, and the naming war Wunderman quietly won for forty years The Forty Seven Laws of Wunderman, distilled from a lifetime of watching what people actually do instead of what they say they will do The Reader's Field Guide showing you exactly how to apply these methods to your own business this week A warning. People who read this book the right way tend to become harder to sell to and better at selling. That is a trade most readers will accept. If you are a marketer, you will find tools here that still work despite being older than the personal computer. If you are a customer, which is to say a human being, you will find an honest map of the influences that have been shaping your choices since you were old enough to circle items in a catalog. ""The best campaigns are invisible. If the customer notices the persuasion, you have built the persuasion wrong."" The man is gone. The methods remain. The methods are yours, if you want them. Begin.

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