Book Store: With the proliferation of self-published books, and the challenges of marketing them once they’re published, we want the Book Store to be the first place you look for all marcomm-related self-published books. Authors, please email Larry Coffman for information on how to get your book posted here.
Huckster, My Life as an Ad Man, By Ron Elgin
This is a humorous account of Ron Elgin’s 40-year career in the intensely challenging, extraordinarily competitive, and sometimes insanely wacky advertising agency business.
Rather than write a “How to” book about advertising, Ron decided to share the hilarious tale of how he co-founded one of the most successful advertising agencies in the Pacific Northwest, Elgin Syferd, and perhaps, in the process, teach readers a thing or two about advertising, business and life.
Whether it’s reading about employees who began bleeding profusely during presentations, trips to the U.S.S.R. that almost ended with Ron being sent to a gulag, a client who decides to breastfeed her child during a meeting, an employee Christmas party gone wrong, too many martinis at a business lunch or making some of the most incredible deals in advertising history, your view of the advertising world will never be the same.
Join Ron as he shares his delightfully entertaining story of going from gas station attendant, college student, award-winning copywriter and Army officer to co-founder of an agency that grew to a quarter billion dollars in billings, with clients such as Holland America Line, McDonald’s, Jansport, Ste. Michelle Wine Estates and Nordstrom.
Ron’s philosophy of hiring people better than himself and his strong belief that the harder you work the luckier you get put his agency in the national limelight. His four decades of business successes, failures and experiences will instruct, educate, inform, and keep you laughing for hours.
The Man Behind the Curtain, by Ron Elgin
The Man Behind the Curtain is another humorous accounting of Ron Elgin’s 40-year career in the intensely challenging, extraordinarily competitive and sometimes insanely wacky advertising agency business.
Ron’s best-selling prequel, Huckster: My Life as an Ad Man, told the hilarious tale of how he co-founded one of the most successful agencies in the Pacific Northwest – Elgin Syferd – and perhaps in the process taught readers a thing or two about advertising, PR, marketing, business and life. Readers not only showered that book with praise and five stars, but requested more.
So here are more of his delightful stories. Whether it’s reading about a creative director who believed he’d been somehow transported to an alternate universe, brave clients and shitty clients, lessons learned from a billionaire friend who masqueraded as a janitor, encounters with a delusional businessman on a cruise ship, or making some of the most incredible deals in advertising history, your view of the advertising world will never be the same.
Join Ron as he shares his delightfully entertaining story of going from gas station attendant, being kicked out of several high schools, graduating from college, serving as an Army officer during the Viet Nam war, to co-founder of an agency that grew to a quarter billion dollars in billings with clients such as Holland America Line, JanSport, McDonald’s, Microsoft, Nordstrom and Ste. Michelle Wine Estates.
Ron’s philosophy of hiring people better than himself and allowing them the freedom to be put his agency in the national limelight. His four decades of business successes, failures, and experiences will instruct, educate, inform and keep you laughing for hours.
Life Is a Sales Job—You Can’t Score a TD If You Don’t Swing the Bat, By Shirley Thom
My design team at Archway Publishing was having trouble coming up with an image for the cover of this second edition of my book, Life Is a Sales Job. The editing and marketing teams came jp with several possible demographics, causing some consternation. Ideally, we like to select a primary and secondary target and draw up a marketing plan. We were stumped.
“Well, I finally offered, “I use sports metaphors throughout the book. My grandson, Alex Suryan, gave me a baseball with this message written on it: “You can’t score a TD if you don’t swing the bat.” He said he learned that from me when I was his Little League coach.”
One of the designers surprised me. She immediately said, “That sounds like Yogi Berra.” I’m thinking, if a thirty-something young woman knows who Yogi Berra is, we’ve got ourselves another demographic. Swell. That’s all we need. But the creative juices were flowing now.
Those of us who’ve been in the ad game for decades are sometimes lulled into thinking we know everything there is about who does what, and why. We should know better. Our greatest success stories begin with the words, “Tell me…” And, if we’re lucky, we’ll hear something we haven’t heard before, something to help us build a story we’ll use to sell our clients’ goods and services to new consumers. Demographic lines are changing. They‘ve become blurred by modern technology. Multiple demographics, even crossing generations, can be reached with the same words and media strategies. It is lifestyles and interests we’re looking for, not the limitations of age and professional work segments.
My grandson and I still go to ballgames together and share stats, stories and a preference for local brews. Throw us the ball and we’ll either swing the bat, or catch it and run like hell to our designated goal lines. What Yogi said decades ago still works, “When you come to a fork in the road, take it.”
Learn more about the changing world of sales and marketing. Life Is a Sales Job—You Can’t Score a TD If You Don’t Swing the Bat, is available for sale in hard cover, soft cover and eBook at Amazon.com, Barnes & Noble or Archway Publishing. You can contact author and sales trainer Shirley Thom at email@example.com or 425-870-9405.