How to Get Inside Someone's Mind and Stay There

Index

Adobe, 106

Advertorials

overview of, 65

putting together, 66–68

reasons for using, 65–66

AIDEA approach

action, 47

attention, 44–45

desire, 45–46

evidence, 46

interest, 45

Amazon, 86

American Translators Association (ATA), 150

Apple iTunes, 105

Berger, Jonah, 26

Big Ideas Collective (BIG) Ltd, 56–57

Bing, 31

Blogs, 102–105

getting the most from, 103–104

overview of, 102

reasons for using, 102–104

Brand

engagement with customers, 2–3

importance of, 2

overview of, 1

sprout social index, 2–3

and tone, 83

Brand Pages, 124

Brochures

characteristics of, 49

creating more than one, 51

as direct marketing tool, 50

overview of, 49

reasons for using, 50–52

Business card

logo and strapline, using, 40

overview of, 39

quick response (QR) code, 40

reasons ...