Seducing Strangers

How to Get People to Buy What You're Selling (The Little Black Book of Advertising Secrets)

By: Josh Weltman

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Paperback | 7 April 2015 | Edition Number 1

At a Glance

Paperback
192 Pages

Dimensions(cm)
20.22 x 15.01 x 1.04

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When we can say anything to anyone anywhere all the time, how are we supposed to know what to say now, or next, or never? The point of an advertisement is to use words, pictures, music, and stories to succeed at the thorniest trick in the book: persuading someone, somewhere, to do something; but persuasion is no longer just the job of a creative director and a host of media buyers. Today, it’s everyone's job, from the CEO of a multinational company trying to establish a presence on Facebook to a teenager tweeting about a pair of awesome-looking jeans. In the information economy, what was once called advertising is now called life. Everyone needs to be able to effectively persuade someone in their life. Whether it’s a boss or a boyfriend, a customer or a committee.

Weltman has identified what is happening anytime someone is trying to persuade someone else to action: Making people curious (want to know more?), Creating a sense of urgency (limited time offer!), Increasing market share (identifying what is unique or better), and Protecting margins (keeping people loyal by saying thank you).

Josh will explain everything he’s learned in the field and everything he has taught Don Draper over the years, including why “Content Providers Are Losers,” “Different Is Always Better Than New,” and why you should always “Remove Jargon and Acronyms, Reveal Ideas and Relationships.”

Industry Reviews

“Mad Men ad man Josh Weltman knows how to sell.” -- Fast Company co.CREATE

"Seducing Strangers is packed with surprisingly fascinating case studies from the advertising world." -- EntertainmentWeekly.com

Mad Men co-producer Josh Weltman, meticulously executes many of the ads we’ve seen Don Draper and Peggy Olson pitch….[His] book Seducing Strangers: How to Get People to Buy What You’re Selling, which includes a foreword by Jon Hamm, imparts his wisdom from two-plus decades in the industry.” -- Vulture.com

Advertising, Joshua Weltman argues, is a toolbox, not a tool, and used right it makes people happy. Seducing Strangers shows you how.

“People often ask me questions, or ask my opinions, on or about the world of advertising. My stock response is ‘You know I play a fictional advertising executive, right?’ That’s usually used to cover the ignorance or stupidity of whatever I am about to say next. In the future I will simply refer them to Josh Weltman.” —from the Foreword by Jon Hamm

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