About Face is the latest groundbreaking book by best selling author Dan Hill. Based on research using facial coding, eye tracking and other cutting edge tools, as well as interviews and examples, About Face gives essential insights into how to make adverts more effective and emotionally engaging.
Once advertising was about being 'on-message' and getting talking points right. But breakthroughs in brain science have confirmed what we all know but don't often admit to in business: people are primarily emotional decision-makers. From podcasting, blogs and forums to interactive ads in stations, the heart of the matter is now the consumer's experience as opposed to the company's marketing message.
About Face shows how 21st century advertising can realize success by being 'on-emotion' first and foremost. Using data from eye tracking and facial coding to analyse consumer responses, About Face demonstrates exactly which advertising strategies are successful and why. Moving beyond the old Ps of product, price, place and promotion, About Face shows you that by focusing on the three new Ps of passion, purpose and personality, your campaigns can become more effective and emotionally engaging, taking you closer to the consumer.
"An exceptionally strong case for the use of emotion in advertising. Well-written and well-documented."
– Al Ries, author, War in the Bedroom
"While advertising is most commonly practiced as an art, brain sciences have a lot to teach us about it. Whether you are trying to influence others, or trying to figure out how others are trying to influence you, About Face is a useful guide to the way advertising really works."
– Dan Ariely, author, Predictably Irrational and Senior Fellow, The Kenan Institute for Ethics, Duke University
"In About Face, Dan Hill shows how to inject the virtue of emotion back into business -- an essential skill if you want to master the very human art of engagement and dialog in a world transformed by social media."
– Charlene Li, author of Open Leadership, co-author of Groundswell
"At last, a research maven whose right brain is as advanced as his left. Good stuff here for creating and defending creative work."
– Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Ads
"There's a new preparedness to embrace neuroscience and behavioural economics, and thus Dan Hill's latest work is timely. It's clear that in facial coding Hill has a methodology which can capture physical expressions of the true response to communications. This capability gives marketers and agencies the hard evidence they need to have more confidence in the power of emotions as opposed to rationality in brand advertising. Let's hope the new generation of creative people will take advantage of his many insights and practical recommendations."
– Hamish Pringle, Director General, Institute of Practitioners in Advertising and co-author of Brand Immortality
"Stop pushing what you want onto your customers and instead tap into their emotions. Dan Hill hits a bull's-eye with About Face. It provides the foundation for how to engage audiences in the era of social marketing. I love this book!"
– Denise Shiffman, author of The Age of Engage: Reinventing Marketing for Today's Connected, Collaborative, and Hyperinteractive Culture
"Dan Hill has pulled off an impressive trifecta: he's seamlessly combined a perceptive assessment of the extraordinary changes currently underway in the advertising industry, a well-illustrated account of how ads have worked historically, and a fully-formed new model for producing persuasive work in the future. This lively book should be required reading not just for creatives young and old but anyone who sees the industry as a window into our societies and ourselves."
– Prof. Dr. David Slocum, Faculty Director of EMBA Program Berlin School of Creative Leadership, Berlin, Germany
"Reputations and brand value have collapsed just as marketers have become ever-more focused on trying to read and manipulate consumers' unconsciousness and very biology. Dan offers an alternative and inescapably sensible approach, and this book is full of insights and actionable content that you can literally take "at face value." Read it and smile."
– Jonathan Salem Baskin, Global brand strategist, speaker, and author of Branding Only Works on Cattle
"Strong brands are relationships built and driven by the use of emotion. Dan Hill has written the definitive guide to emotional branding. Every brand and marketing manager who wants to know how to build a strong brand should read this book."
– Dr. Paul Temporal, Group Managing Director-Temporal Brand Consulting; author of Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market
"This is a very interesting and highly readable book, full of fresh insights into the phenomenon and practice of advertising."
– Gerard J. Tellis, author of Effective Advertising and Professor of Marketing, USC, Los Angeles, CA
"After finishing the book, I felt like I had the formula for effective 21st century advertising. Not only did Hill break down how and why ads need to appeal to certain facets of human nature, he also gave actionable keys to making those principles work in your own campaign."