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"This top ad team's book on image marketing makes marketing accountable. It's proven to work every time." Patti Summerfield, Strategy Magazine.

Reviews for The Persona Principle:


"The Persona Principle is more than the literary equivalent of a shell game... Image Marketing is bound to increase in importance." Debra Phillips, Entrepreneur Magazine

"Buy their book. It's a quick read, smartly designed, and one of the best business tomes around." How Magazine

"The authors, both advertising experts, show you how to create an effective plan to reach all your business, sales and marketing goals--on image alone." Don Morris, Dayton Daily News.

"This top ad team's book on image marketing makes marketing accountable. It's proven to work every time." Patti Summerfield, Strategy Magazine.

"The author's methods should help you excel with very precise tactics called Persona Factors. Any business can benefit from these principles." Profit Magazine

Four and a half stars average reviews on Amazon!

Some reader reviews:
41 of 41 people found the following review helpful:

The best of the best -- bar none! , September 6, 2006
Reviewer: T. K. Kenyon author "*RABID*

To succeed in business or a career, you not only have to do your job well, but you must market yourself successfully.

I'm in the middle of an MBA, and I read this book at the same time that I was taking Marketing. The Persona Principle applies the principles of branding and image-making to people, and it's so much easier to read and more fun than a marketing textbook. Armstrong distills the important principles of image and brand marketing down to their essences, then explains succinctly and clearly how to apply these principles to your business or your career to best achieve success.

There are two great obstacles that you have to overcome before you can succeed, either in business or in a career: invisibility and incredibility. Basically, people have to know that you exist and know you can do the job well before they can hire / buy from / promote you. The Persona Principle perfectly explains how to overcome these two obstacles, and not with silly aphorisms but with concrete help.

This is the best book I've ever read on marketing yourself for success.

TK Kenyon

21 of 21 people found the following review helpful:

Open the door!, September 6, 2006
Reviewer: Lynn Hoffman "author: The New Short Course in Wine" (Phila., PA USA) - See all my reviews

We live in a world of incredible media noise.
In the competition for attention, voices get
louder and messages turn into slogans. For
the person with a product, idea, cause or
candidate to promote, the temptation is to
merely imitate the loudest and most mindless
of the current slogans and use the most
obvious channels.
The virtue of The Persona Principle is that
it quietly and rationally cuts through all the
noise and lays out a set of principles to guide
you through the development and implementation
of a sound marketing strategy.
The beginning of the program is the development
of visibility and credibility. We all know how easy
it is to be victimized by 'word of mouth'. We end
up repeating what we take to be the conventional
wisdom and, when there seems to be some weight
behind it, to accept it uncritically. Here at last, is
a road map to creating that kind of credibility
for ourselves, our projects and our products.

Lynn Hoffman, author of The New Short Course in Wine

20 of 21 people found the following review helpful:

I can't wait to apply what I've learned through this book...., September 6, 2006
Reviewer: Carol D. O'Dell "aka Carol D. O'Dell, Author of Mothering Mother
I'm picky when it comes to non-fiction books. They have to deliver--be clear, concise, cut to the bone of the matter, and leave me with a plan. Persona Principle gets this. The book's emphasis on invisiblity and incredibility alone is worth the price of the book. It's marketing savvy at its best.
~Carol D. O'Dell, author of Mothering Mother

11 of 11 people found the following review helpful:

The Persona Principle, August 28, 2001
Reviewer: A reader
The importance of a company's image as a corporate asset is immense. The Persona Principle clearly demonstrates how top management at any firm can ensure that their entire organization live and breath a good corporate image. Through the use of case studies, and proven image-marketing techniques, the authors will help you build a step-by-step " Persona Plan " to help your company capitalize on the most important and powerful asset it owns.

5 of 5 people found the following review helpful:

Underated Bible of everything you need to know about image., July 9, 1999
Reviewer: A reader
The books that are out there about image tend to be turgid, academic, and industry specific. This book fragments the mold to propose a simple and intelligent argument about image, organized in clear (actually coherent and logical - not just) steps. Overlook the occasionally shoddy writing and blatant self-promotion, and you'll find a treasure of insights into the elusivity of image-formation. I have been known to sleep with my book. You may too!! whew.

Amazon Link:
http://www.amazon.com/Persona-Principle-Succeed-Business-Image-Marketing/dp/0684802694/sr=8-1/qid=1159031158/ref=pd_bbs_1/104-9014366-6763125?ie=UTF8&s=books   

Excerpt
Image is a tool that guarantees success -- but only if you know how to use it. The Persona Principle"TM" will teach you the most powerful Image-Marketing secrets of the world's leading enterprises. Discover how to:
-- Overcome the two biggest obstacles to success -- invisibility and incredibility
-- Capitalize on the five hottest consumer trends to become a market leader
-- Employ the 8 Persona Factors -- the most important ways to build image
-- Use the 88 Persona Codes -- the proven techniques of Image-Marketing
-- Build a Persona Plan -- a step-by-step marketing plan for success
Whether you goal is to jump-start an existing business, woo a new and valuable customer, or get your entrepreneurial venture off the ground, The Persona Principle will guide you to the best Persona for success.