Recommended Book – “Where Have All The Salesmen Gone?”

Early in my career, I was exposed to a brilliant methodology for writing persuasive, compelling copy that inevitably would get results. Belief Dynamics was developed by Wally Armbruster, who worked on the Budweiser and Michelob accounts (and many others) in St. Louis. If you want to get someone to do something, you have to figure out what their core belief is – and craft an argument to change that belief. Even though his book is several decades old, it is still relevant to anyone in the advertising industry.