COMPLETELY REVISED AND UPDATED EDITION By New York Times Best-Selling Author, Bill Schley

Today's #1 communication's secret is: It's not what people hear. It's what they repeat. That's why the right six words will always beat 6,000 when you know which to pick And it's all here in The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence...or less.

Call it survival of the simplest--that's the bottom line for branders, political candidates, teachers, advertisers--anyone who must communicate today. Because with 500 billion messages going by per second, we can't win by delivering more data. Our brains crave less. They want help to make snap judgments on the least bit of info. They want us to package it for them--in very special, short sets of words called Micro-Scripts. That's why:

- A new product seizes 50% of the market in 2 years using 7 perfect words.

- A lawyer won the murder trial of the century with 8 simple words.

- Ernest Hemingway thought his greatest story ever was 6 words long.

- A presidential election turned on a 4 word phrase.

Imagine what magic words like these can do for your brand, your career, your website or your business plan. They've been used by great communicators for 1,000 years. Now they're yours in this smart and entertaining book by best-selling author Bill Schley.

This should be required reading for every candidate and campaign consultant.
--JIM KITCHENS, Ph. D., President of The Kitchens Group

WOW, one of the most important books you will read in your lifetime
--JASON JENNINGS, bestselling author, Less is More, Think BIG-Act Small

The Micro-Script Rules is dead on--it's how to verbalize your difference.
--JACK TROUT, co-author of the legendary Positioning: The Battle for Your Mind

Too many CEOs forget it's their responsibility to differentiate the company. This smart little book shows you how --GRAHAM WESTON, Former Chairman of Rackspace NYSE: RAX

Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages-French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as the best book for professionals that has ever come out of Madison Avenue. (For typical comments see back of jacket.) Rosser Reeves says: The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research. These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. In the course of explaining his own hard-headed approach, Mr. Reeves shows why the ad campaigns for many products are just so much money poured down the drain. He has some devastating things to say about advertising's misguided men: the aesthetes and the puffers who put art and technique ahead of the client's sales; and he punctures many of the misguided philosophies which lower the efficiency of advertising, rather than raising it. But even more important is the thoroughness and clarity with which he explains many of the mysteries of how to write advertising that produces these sales. Here, in short, is a concise, forcefully written guide that has been called a 'Rosetta Stone' for the advertising business- an essential book for anyone who works in advertising, or uses advertising extensively. It is today required reading in hundreds of great corporations and many of the world's leading business schools.

COMPLETELY REVISED AND UPDATED EDITION By New York Times Best-Selling Author, Bill Schley

Today's #1 communication's secret is: It's not what people hear. It's what they repeat. That's why the right six words will always beat 6,000 when you know which to pick And it's all here in The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence...or less.

Call it survival of the simplest--that's the bottom line for branders, political candidates, teachers, advertisers--anyone who must communicate today. Because with 500 billion messages going by per second, we can't win by delivering more data. Our brains crave less. They want help to make snap judgments on the least bit of info. They want us to package it for them--in very special, short sets of words called Micro-Scripts. That's why:

- A new product seizes 50% of the market in 2 years using 7 perfect words.

- A lawyer won the murder trial of the century with 8 simple words.

- Ernest Hemingway thought his greatest story ever was 6 words long.

- A presidential election turned on a 4 word phrase.

Imagine what magic words like these can do for your brand, your career, your website or your business plan. They've been used by great communicators for 1,000 years. Now they're yours in this smart and entertaining book by best-selling author Bill Schley.

This should be required reading for every candidate and campaign consultant.
--JIM KITCHENS, Ph. D., President of The Kitchens Group

WOW, one of the most important books you will read in your lifetime
--JASON JENNINGS, bestselling author, Less is More, Think BIG-Act Small

The Micro-Script Rules is dead on--it's how to verbalize your difference.
--JACK TROUT, co-author of the legendary Positioning: The Battle for Your Mind

Too many CEOs forget it's their responsibility to differentiate the company. This smart little book shows you how --GRAHAM WESTON, Former Chairman of Rackspace NYSE: RAX

Winner of the Best Marketing Books Award from Strategy + Business Magazine.

There's a Big Idea waiting inside your brand that can make you #1. Find it and shape it yourself--or competitors and customers will do it for you. And we promise, you won't like the tagline.

A few years back, a best seller called Why Johnny Can't Read shocked the education establishment and revived the lost art of phonics. Now, Why Johnny Can't Brand blows the lid off the marketing establishment by reviving the lost art of the Big Idea.
According to Bill Schley and Carl Nichols, Jr., modern branding is a daily choice between real, muscle-building ideas and an immense smorgasbord of empty-caloried junk. The stakes are huge, especially in a world with 155 kinds of shampoo. So why do so many good companies choose wrong? In fact, why do most fail to differentiate at all--handing what some call an unfair advantage to the few who do? The surprising answers, and the exclusive, eight-week prescription to fix it, are here in Why Johnny Can't Brand.
The secret is uncovering your Dominant Selling Idea (DSI)--the one unifying idea at the center of every brand--before you charge ahead with advertising or anything else. The DSI is the thing you do that's superlative, important, believable, memorable and tangible--the difference that makes people want to buy you. It puts you in a category of one.

In the often funny, page-turning style of two award-winning, former Madison Avenue communicators, Schley and Nichols explain:
1.Why real branding is the opposite of what you think
2. How positioning turns your brand asset from fool's gold to real gold
3. Why Harvard and Stanford MBAs are the last to get it (but they can learn this too)
4. How to find your Big Idea in about eight weeks--then keep it...
and so much more.

In a world with 300 million messages whizzing by every second, it gives us the ultimate advantage--an inspiring, power-packed return to the secret of the idea centered brand.

Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising's greatest classic. It has been translated into twelve languages-French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew-and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as the best book for professionals that has ever come out of Madison Avenue. (For typical comments see back of jacket.) Rosser Reeves says: The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research. These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising. In the course of explaining his own hard-headed approach, Mr. Reeves shows why the ad campaigns for many products are just so much money poured down the drain. He has some devastating things to say about advertising's misguided men: the aesthetes and the puffers who put art and technique ahead of the client's sales; and he punctures many of the misguided philosophies which lower the efficiency of advertising, rather than raising it. But even more important is the thoroughness and clarity with which he explains many of the mysteries of how to write advertising that produces these sales. Here, in short, is a concise, forcefully written guide that has been called a 'Rosetta Stone' for the advertising business- an essential book for anyone who works in advertising, or uses advertising extensively. It is today required reading in hundreds of great corporations and many of the world's leading business schools.