Introduction 1 Get physical Orientation; Billy Mays and the gift of the gab; The variables of voice; Seeing what you can''t see; What has the most visual stopping power?; Going beyond sight and sound into additional media; Leveraging sensory contrasts; Creative templates that work well; Summary 2 Keep it simple Orientation; How not to waste half your advertising; Engagement: what the financial stakes are; Advertising''s secret emotional cancer: frustration; Overcoming frustration through simplicity; Rules for word play; Summary 3 Keep it close to home Orientation; Easy does it: the advantages of leveraging what''s familiar; Putting a new, improved twist on what''s familiar; The comfort zone: where the familiar is credible and easy to accept; Home is where the heartbreak is; Leveraging people''s preference for comfort; Taking into account people''s bias against what''s foreign; Summary 4 Focus on faces Orientation; Why face are special: proof and four well-known reasons; Why faces are special: subtle factors highly relevant to advertising; From theory to practice: emotional responses to faces; True smiles versus social smiles: how heartfelt smiles differ from willed ones; The quest for authenticity; Criteria for casting appropriately and evaluating performance; Cold-hearted criminals also have cold minds; Summary 5 Make it memorable Orientation; Did you see it? Recall measures as a house of mirrors; Explaining the answers: the gap between recall and how as retention works; Explaining the answers: why ''Truth'' won and what it means for you; Three additional criteria for enhancing ad retention based on how memory works; How to avoid the risk of creating unbranded ads; Summary 6 Relevancy drives connection Orientation; The categorical truth: never forget the WIIFM; Types of motivations: a serious case of wanting fun food; Being on-motivation is essential to effectiveness; Redefining industry categories as emotional markets; Relevancy created by identifying with emotions involved; Relevancy created by identifying with a brand''s personality type; Summary 7 Always sell hope Orientation; Happiness, Inc.: leveraging the hope that springs eternal; The interrelated dynamics of happiness and hope: an advertiser''s checklist; A critique of three examples of selling both hope and happiness; Behavioral economics and the tension between hope and fear in advertising; The missing factor in selling hope: be true to your word(s); Summary 8 Don''t lead with price Orientation; Cheapo-nomics: an example of ''value'' advertising in practice; How leading with price can destroy a company''s marketing strategy; Problem 1: Lack of sustainability (surprise fades); Problem 2: Become numb to price (devaluing hope); Problem 3: Invites analysis (undercutting emotional engagement); Problem 4: Low-value perceptions (inviting contempt); Problem 5: A price focus distorts purchase choices (dissatisfaction results); Problem 6: Brand loyalty at risk; pride takes a hit; Problem 7: Brand integrity at risk; desperation detected; In contrast, three real solutions to economic hard times and price/value wars; Summary 9 Mirror the target market''s values Orientation; Why empathy has become marketing''s new touchstone; The struggle to create authentic dialogues: welcome to executive blogging; The battle of sexism: offensive gender portrayals; The rise of a creative class outside the advertising agency structure; Cause marketing: a way to neutralize critics and make new friends; Summary 10 Believability sticks Orienation; The battle between belief and pervasive skepticism; Defining the types of advertising; What type of advertising is most emotionally persuasive?; Time for analysis: what are the implications of these various results?; The two ends of the spectrum for creating persuasion; Familiarity: what we know and like, we trust; Fairness versus desire: fulfilling on practical needs or wants and dreams; Fairness: why humility and specificity work wonders; Desire: it''s all about the three Ps of passion, pleasure and purpose; Consistency: nobody''s won over by fickle companies and mono-emotion actors; Summary Afterword Notes Picture credits Index.