Review – Watch, Listen and Click…

While on one of my weekly visits to the library, I stumbled upon a book that I can’t seem to put down. That rarely happens to me. I generally go the library to find a quiet place to work. I have a favorite spot that’s tucked behind the Psych section, where few dare to tread.

Anyway, unforeseen circumstances forced me to change my regular route through the book shelves, and I slipped past a shelf I’ve never seen before. One book in particular jumped out at me, and my hand reached out to it before I knew what I was doing.

The book is called Watch This, Listen Up, Click Here by David Verklin and Bernice Kanner .

The main topic of this book is media, advertising and marketing, and it’s written by two well-known media experts. It is exceptionally well written, and it gives lots of insight into the future of media and advertising.

I have to say, I was amazed at the amount of information and research that went into it. I’m also amazed at the amount of money and time advertisers spend on selling us their products. I think we get so used to seeing ads and marketing materials that we stop paying attention to the ones we believe are blatant, but I don’t think we realize how much advertising has become part of our everyday lives. Verkin and Kanner estimate that we look at “3,000 ads a day,” not counting “the now almost ubiquitous product placements embedded in films, TV shows, and games.”

No wonder we have short attention spans.

My favorite passage is:

In marketing, this is the moment of aperture, just like the guys selling umbrellas outside train exits in the rain. It’s the right product, at the right time, marketed to a prospect with the right mindset.

Market to the Moment evolved out of this thinking.

I’m so excited, and scared to be part of this constantly evolving industry.

If you are interested in taking a glimpse of the future of marketing, I highly recommend this book. It’s great tool for predicting the future of the media we love, and share.

I’m on my third book renewal. Once the library cuts me off, I might have to buy it for my own collection.

Which, of course, will be well worth the money.

Pamela Weir is a Marketing Copywriter. If you are looking for a sales writer with experience creating website content, press releases, squeeze pages, and sales pages, please visit her Copywriting Services page for more information.