About Face

About-Face-smallAbout 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

"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



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