Author: Dirk Hayhurst
Publisher: Kensington Publishing Corp.
ISBN: 080653396X
Category : Biography & Autobiography
Languages : en
Pages : 352
Book Description
From the humble heights of a Class-A pitcher's mound to the deflating lows of sleeping on his gun-toting grandmother's air mattress, veteran reliever Dirk Hayhurst steps out of the bullpen to deliver the best pitch of his career--a raw, unflinching and surprisingly moving account of his life in the minors. I enjoyed the visualizations, maybe a little too much, and would stop only when I felt I'd centered myself. . .or after one of my teammates hit me in the nuts with the rosin bag while my eyes were closed. Hilariously self-effacing and brutally honest, Hayhurst captures the absurdities, the grim realities, and the occasional nuggets of hard-won wisdom culled from four seasons in the minors. Whether training tarantulas to protect his room from thieving employees in a backwater hotel, watching the raging battles fought between his partially paralyzed father and his alcoholic brother, or absorbing the gentle mockery of some not-quite-starstruck schoolchildren, Dirk reveals a side of baseball, and life, rarely seen on ESPN. My career has crash-landed on the floor of my grandma's old sewing room. If this is a dream come true, then dreams smell a lot like mothballs and Bengay. Somewhere between Bull Durham and The Rookie, The Bullpen Gospels takes an unforgettable trot around the inglorious base paths of minor league baseball, where an inch separates a ball from a strike, and a razor-thin margin can be the difference between The Show or a long trip home. "It's not often that someone comes along who is a good pitcher and a good writer." --King Kaufman, Salon "After many minutes, hours, days, weeks, months and years spent in the bullpen, I can verify that this is a true picture of baseball." --Tim McCarver "There are great truths within, of the kind usually unspoken. And as he expresses them, Dirk Hayhurst describes himself as 'a real person who moonlights as a baseball player.' In much the same manner, while The Bullpen Gospels chronicles how all of us face the impact when we learn reality is both far meaner and far richer than our dreams--it also moonlights as one of the best baseball books ever written." --Keith Olbermann "A bit of Jim Bouton, a bit of Jim Brosnan, a bit of Pat Jordan, a bit of crash Davis, and a whole lot of Dirk Hayhurst. Often hilarious, sometimes poignant. This is a really enjoyable baseball read." --Bob Costas "Fascinating. . .a perspective that fans rarely see." --Trevor Hoffman, pitcher for the Milwaukee Brewers "The Bullpen Gospels is a rollicking good bus ride of a book. Hayhurst illuminates a baseball life not only with wit and humor, but also with thought-provoking introspection." --Tom Verducci, Sports Illustrated "Dirk Hayhurst has written a fascinating, funny and honest account on life in the minor leagues. I loved it. Writers can't play baseball, but in this case, a player sure can write." --Tim Kurkjian, Senior Writer, ESPN The Magazine, analyst/reporter ESPN television "Bull Durham meets Ball Four in Dirk Hayhurst's hilarious and moving account of life in baseball's glamour-free bush leagues." --Rob Neyer, ESPN.com "If Holden Caulfield could dial up his fastball to 90 mph, he might have written this funny, touching memoir about a ballplayer at a career--and life--crossroads. He might have called it 'Pitcher in the Rye.' Instead, he left it to Dirk Hayhurst, the only writer in the business who can make you laugh, make you cry and strike out Ryan Howard." --King Kaufman, Salon "The Bullpen Gospels is a funny bone-tickling, tear duct-stimulating, feel-good story that will leave die-hard baseball fans--and die-hard human beings, for that matter--well, feeling good." --Bob Mitchell, author of Once Upon a Fastball
The Bullpen Gospels:
Moneyball: The Art of Winning an Unfair Game
Author: Michael Lewis
Publisher: W. W. Norton & Company
ISBN: 0393066231
Category : Sports & Recreation
Languages : en
Pages : 337
Book Description
Michael Lewis’s instant classic may be “the most influential book on sports ever written” (People), but “you need know absolutely nothing about baseball to appreciate the wit, snap, economy and incisiveness of [Lewis’s] thoughts about it” (Janet Maslin, New York Times). One of GQ's 50 Best Books of Literary Journalism of the 21st Century Just before the 2002 season opens, the Oakland Athletics must relinquish its three most prominent (and expensive) players and is written off by just about everyone—but then comes roaring back to challenge the American League record for consecutive wins. How did one of the poorest teams in baseball win so many games? In a quest to discover the answer, Michael Lewis delivers not only “the single most influential baseball book ever” (Rob Neyer, Slate) but also what “may be the best book ever written on business” (Weekly Standard). Lewis first looks to all the logical places—the front offices of major league teams, the coaches, the minds of brilliant players—but discovers the real jackpot is a cache of numbers?numbers!?collected over the years by a strange brotherhood of amateur baseball enthusiasts: software engineers, statisticians, Wall Street analysts, lawyers, and physics professors. What these numbers prove is that the traditional yardsticks of success for players and teams are fatally flawed. Even the box score misleads us by ignoring the crucial importance of the humble base-on-balls. This information had been around for years, and nobody inside Major League Baseball paid it any mind. And then came Billy Beane, general manager of the Oakland Athletics. He paid attention to those numbers?with the second-lowest payroll in baseball at his disposal he had to?to conduct an astonishing experiment in finding and fielding a team that nobody else wanted. In a narrative full of fabulous characters and brilliant excursions into the unexpected, Michael Lewis shows us how and why the new baseball knowledge works. He also sets up a sly and hilarious morality tale: Big Money, like Goliath, is always supposed to win . . . how can we not cheer for David?
Publisher: W. W. Norton & Company
ISBN: 0393066231
Category : Sports & Recreation
Languages : en
Pages : 337
Book Description
Michael Lewis’s instant classic may be “the most influential book on sports ever written” (People), but “you need know absolutely nothing about baseball to appreciate the wit, snap, economy and incisiveness of [Lewis’s] thoughts about it” (Janet Maslin, New York Times). One of GQ's 50 Best Books of Literary Journalism of the 21st Century Just before the 2002 season opens, the Oakland Athletics must relinquish its three most prominent (and expensive) players and is written off by just about everyone—but then comes roaring back to challenge the American League record for consecutive wins. How did one of the poorest teams in baseball win so many games? In a quest to discover the answer, Michael Lewis delivers not only “the single most influential baseball book ever” (Rob Neyer, Slate) but also what “may be the best book ever written on business” (Weekly Standard). Lewis first looks to all the logical places—the front offices of major league teams, the coaches, the minds of brilliant players—but discovers the real jackpot is a cache of numbers?numbers!?collected over the years by a strange brotherhood of amateur baseball enthusiasts: software engineers, statisticians, Wall Street analysts, lawyers, and physics professors. What these numbers prove is that the traditional yardsticks of success for players and teams are fatally flawed. Even the box score misleads us by ignoring the crucial importance of the humble base-on-balls. This information had been around for years, and nobody inside Major League Baseball paid it any mind. And then came Billy Beane, general manager of the Oakland Athletics. He paid attention to those numbers?with the second-lowest payroll in baseball at his disposal he had to?to conduct an astonishing experiment in finding and fielding a team that nobody else wanted. In a narrative full of fabulous characters and brilliant excursions into the unexpected, Michael Lewis shows us how and why the new baseball knowledge works. He also sets up a sly and hilarious morality tale: Big Money, like Goliath, is always supposed to win . . . how can we not cheer for David?
Out of My League:
Author: Dirk Hayhurst
Publisher: Citadel Press
ISBN: 0806536667
Category : Sports & Recreation
Languages : en
Pages : 461
Book Description
The New York Times bestseller from the author of The Bullpen Gospels. “A humorous, candid and insightful memoir . . . Grade: Home Run.”—Cleveland Plain Dealer After six years in the minors, pitcher Dirk Hayhurst hopes 2008 is the year he breaks into the big leagues. But every time Dirk looks up, the bases are loaded with challenges—a wedding balancing on a blind hope, a family in chaos, and paychecks that beg Dirk to ask, “How long can I afford to keep doing this?” Then it finally happens—Dirk gets called up to the Majors, to play for the San Diego Padres. A dream comes true when he takes the mound against the San Francisco Giants, kicking off forty insane days and nights in the Bigs. Like the classic games of baseball’s history, Out of My League entertains from the first pitch to the last out, capturing the gritty realities of playing on the big stage, the comedy and camaraderie in the dugouts and locker rooms, and the hard-fought, personal journeys that drive our love of America’s favorite pastime. “A rare gem of a baseball book.”—Tom Verducci, Sports Illustrated “Observant, insightful, human, and hilarious.”—Bob Costas “A fun read . . . This book shows why baseball is so often used as a metaphor for life.”—Keith Olbermann “Entertaining and engaging . . . reminiscent of Jim Bouton’s Ball Four.”—Booklist “The book is a terrific read. If you loved Bullpen Gospels (I’d have a hard time believing you are a baseball fan if you didn’t) you will love Out of My League too.”—Bluebird Banter
Publisher: Citadel Press
ISBN: 0806536667
Category : Sports & Recreation
Languages : en
Pages : 461
Book Description
The New York Times bestseller from the author of The Bullpen Gospels. “A humorous, candid and insightful memoir . . . Grade: Home Run.”—Cleveland Plain Dealer After six years in the minors, pitcher Dirk Hayhurst hopes 2008 is the year he breaks into the big leagues. But every time Dirk looks up, the bases are loaded with challenges—a wedding balancing on a blind hope, a family in chaos, and paychecks that beg Dirk to ask, “How long can I afford to keep doing this?” Then it finally happens—Dirk gets called up to the Majors, to play for the San Diego Padres. A dream comes true when he takes the mound against the San Francisco Giants, kicking off forty insane days and nights in the Bigs. Like the classic games of baseball’s history, Out of My League entertains from the first pitch to the last out, capturing the gritty realities of playing on the big stage, the comedy and camaraderie in the dugouts and locker rooms, and the hard-fought, personal journeys that drive our love of America’s favorite pastime. “A rare gem of a baseball book.”—Tom Verducci, Sports Illustrated “Observant, insightful, human, and hilarious.”—Bob Costas “A fun read . . . This book shows why baseball is so often used as a metaphor for life.”—Keith Olbermann “Entertaining and engaging . . . reminiscent of Jim Bouton’s Ball Four.”—Booklist “The book is a terrific read. If you loved Bullpen Gospels (I’d have a hard time believing you are a baseball fan if you didn’t) you will love Out of My League too.”—Bluebird Banter
42 Today
Author: MichaeL G Long
Publisher: NYU Press
ISBN: 1479805610
Category : Biography & Autobiography
Languages : en
Pages : 263
Book Description
Explores Jackie Robinson’s compelling and complicated legacy Before the United States Supreme Court ruled against segregation in public schools, and before Rosa Parks refused to surrender her bus seat in Montgomery, Alabama, Jackie Robinson walked onto the diamond on April 15, 1947, as first baseman for the Brooklyn Dodgers, making history as the first African American to integrate Major League Baseball in the twentieth century. Today a national icon, Robinson was a complicated man who navigated an even more complicated world that both celebrated and despised him. Many are familiar with Robinson as a baseball hero. Few, however, know of the inner turmoil that came with his historic status. Featuring piercing essays from a range of distinguished sportswriters, cultural critics, and scholars, this book explores Robinson’s perspectives and legacies on civil rights, sports, faith, youth, and nonviolence, while providing rare glimpses into the struggles and strength of one of the nation’s most athletically gifted and politically significant citizens. Featuring a foreword by celebrated directors and producers Ken Burns, Sarah Burns, and David McMahon, this volume recasts Jackie Robinson’s legacy and establishes how he set a precedent for future civil rights activism, from Black Lives Matter to Colin Kaepernick.
Publisher: NYU Press
ISBN: 1479805610
Category : Biography & Autobiography
Languages : en
Pages : 263
Book Description
Explores Jackie Robinson’s compelling and complicated legacy Before the United States Supreme Court ruled against segregation in public schools, and before Rosa Parks refused to surrender her bus seat in Montgomery, Alabama, Jackie Robinson walked onto the diamond on April 15, 1947, as first baseman for the Brooklyn Dodgers, making history as the first African American to integrate Major League Baseball in the twentieth century. Today a national icon, Robinson was a complicated man who navigated an even more complicated world that both celebrated and despised him. Many are familiar with Robinson as a baseball hero. Few, however, know of the inner turmoil that came with his historic status. Featuring piercing essays from a range of distinguished sportswriters, cultural critics, and scholars, this book explores Robinson’s perspectives and legacies on civil rights, sports, faith, youth, and nonviolence, while providing rare glimpses into the struggles and strength of one of the nation’s most athletically gifted and politically significant citizens. Featuring a foreword by celebrated directors and producers Ken Burns, Sarah Burns, and David McMahon, this volume recasts Jackie Robinson’s legacy and establishes how he set a precedent for future civil rights activism, from Black Lives Matter to Colin Kaepernick.
Girl Defined
Author: Kristen Clark
Publisher: Baker Books
ISBN: 1493404881
Category : Religion
Languages : en
Pages : 240
Book Description
In a Culture of Distortions, Discover God-Defined Womanhood and Beauty In a culture where airbrushed models and career-driven women define beauty and success, it's no wonder we have a distorted view of femininity. Our impossible standards place an incredible burden of stress on the backs of women and girls of all ages, resulting in anxiety, eating disorders, and depression. One question we often forget to ask is this: What is God's design for womanhood? In Girl Defined, sisters and popular bloggers Kristen Clark and Bethany Beal offer women a countercultural view of beauty, femininity, and self-worth. Based firmly in God's design for their lives, this book helps women rethink what true success and beauty look like. It invites them on a liberating journey toward a radically better vision for femininity that ends with the discovery of the kind of hope, purpose, and fulfillment they've been yearning for. Girl Defined helps readers · discover God's design for femininity and his definition of a successful woman · uncover the secrets of lasting worth, purpose, and fulfillment · be equipped and empowered to live out a radically better vision for womanhood · gain personal insight through the chapter-by-chapter study guide
Publisher: Baker Books
ISBN: 1493404881
Category : Religion
Languages : en
Pages : 240
Book Description
In a Culture of Distortions, Discover God-Defined Womanhood and Beauty In a culture where airbrushed models and career-driven women define beauty and success, it's no wonder we have a distorted view of femininity. Our impossible standards place an incredible burden of stress on the backs of women and girls of all ages, resulting in anxiety, eating disorders, and depression. One question we often forget to ask is this: What is God's design for womanhood? In Girl Defined, sisters and popular bloggers Kristen Clark and Bethany Beal offer women a countercultural view of beauty, femininity, and self-worth. Based firmly in God's design for their lives, this book helps women rethink what true success and beauty look like. It invites them on a liberating journey toward a radically better vision for femininity that ends with the discovery of the kind of hope, purpose, and fulfillment they've been yearning for. Girl Defined helps readers · discover God's design for femininity and his definition of a successful woman · uncover the secrets of lasting worth, purpose, and fulfillment · be equipped and empowered to live out a radically better vision for womanhood · gain personal insight through the chapter-by-chapter study guide
Baseball Between the Numbers
Author: Jonah Keri
Publisher: Basic Books
ISBN: 0465003737
Category : Sports & Recreation
Languages : en
Pages : 520
Book Description
In the numbers-obsessed sport of baseball, statistics don't merely record what players, managers, and owners have done. Properly understood, they can tell us how the teams we root for could employ better strategies, put more effective players on the field, and win more games. The revolution in baseball statistics that began in the 1970s is a controversial subject that professionals and fans alike argue over without end. Despite this fundamental change in the way we watch and understand the sport, no one has written the book that reveals, across every area of strategy and management, how the best practitioners of statistical analysis in baseball-people like Bill James, Billy Beane, and Theo Epstein-think about numbers and the game. Baseball Between the Numbers is that book. In separate chapters covering every aspect of the game, from hitting, pitching, and fielding to roster construction and the scouting and drafting of players, the experts at Baseball Prospectus examine the subtle, hidden aspects of the game, bring them out into the open, and show us how our favorite teams could win more games. This is a book that every fan, every follower of sports radio, every fantasy player, every coach, and every player, at every level, can learn from and enjoy.
Publisher: Basic Books
ISBN: 0465003737
Category : Sports & Recreation
Languages : en
Pages : 520
Book Description
In the numbers-obsessed sport of baseball, statistics don't merely record what players, managers, and owners have done. Properly understood, they can tell us how the teams we root for could employ better strategies, put more effective players on the field, and win more games. The revolution in baseball statistics that began in the 1970s is a controversial subject that professionals and fans alike argue over without end. Despite this fundamental change in the way we watch and understand the sport, no one has written the book that reveals, across every area of strategy and management, how the best practitioners of statistical analysis in baseball-people like Bill James, Billy Beane, and Theo Epstein-think about numbers and the game. Baseball Between the Numbers is that book. In separate chapters covering every aspect of the game, from hitting, pitching, and fielding to roster construction and the scouting and drafting of players, the experts at Baseball Prospectus examine the subtle, hidden aspects of the game, bring them out into the open, and show us how our favorite teams could win more games. This is a book that every fan, every follower of sports radio, every fantasy player, every coach, and every player, at every level, can learn from and enjoy.
Modern Data Science with R
Author: Benjamin S. Baumer
Publisher: CRC Press
ISBN: 0429575394
Category : Business & Economics
Languages : en
Pages : 830
Book Description
From a review of the first edition: "Modern Data Science with R... is rich with examples and is guided by a strong narrative voice. What’s more, it presents an organizing framework that makes a convincing argument that data science is a course distinct from applied statistics" (The American Statistician). Modern Data Science with R is a comprehensive data science textbook for undergraduates that incorporates statistical and computational thinking to solve real-world data problems. Rather than focus exclusively on case studies or programming syntax, this book illustrates how statistical programming in the state-of-the-art R/RStudio computing environment can be leveraged to extract meaningful information from a variety of data in the service of addressing compelling questions. The second edition is updated to reflect the growing influence of the tidyverse set of packages. All code in the book has been revised and styled to be more readable and easier to understand. New functionality from packages like sf, purrr, tidymodels, and tidytext is now integrated into the text. All chapters have been revised, and several have been split, re-organized, or re-imagined to meet the shifting landscape of best practice.
Publisher: CRC Press
ISBN: 0429575394
Category : Business & Economics
Languages : en
Pages : 830
Book Description
From a review of the first edition: "Modern Data Science with R... is rich with examples and is guided by a strong narrative voice. What’s more, it presents an organizing framework that makes a convincing argument that data science is a course distinct from applied statistics" (The American Statistician). Modern Data Science with R is a comprehensive data science textbook for undergraduates that incorporates statistical and computational thinking to solve real-world data problems. Rather than focus exclusively on case studies or programming syntax, this book illustrates how statistical programming in the state-of-the-art R/RStudio computing environment can be leveraged to extract meaningful information from a variety of data in the service of addressing compelling questions. The second edition is updated to reflect the growing influence of the tidyverse set of packages. All code in the book has been revised and styled to be more readable and easier to understand. New functionality from packages like sf, purrr, tidymodels, and tidytext is now integrated into the text. All chapters have been revised, and several have been split, re-organized, or re-imagined to meet the shifting landscape of best practice.
Swing Your Sword
Author: Mike Leach
Publisher: Diversion Books
ISBN: 0983337187
Category : Sports & Recreation
Languages : en
Pages : 219
Book Description
Newly-minted Mississippi State head coach Mike Leach tells his captivating story––from rural Wyoming to law school to the upper echelons of the SEC. SWING YOUR SWORD is the first ever book by one of the most fascinating and successful coaches in sports today. A maverick who took an unlikely path to coaching through law school, Mike Leach talks about his unorthodox approach to coaching and the choices that have brought him success throughout his career. A lover of the game who started creating formations and drawing his own plays as a kid, Leach took his Texas Tech Red Raiders to numerous bowl games, achieving the #2 slot in national rankings and being voted 2008 Coach of the Year before being unceremoniously fired at the end of the 2009 season. The scandalous nature of his dismissal created a media frenzy and began a personal battle between Leach and his accusers that remains unresolved.
Publisher: Diversion Books
ISBN: 0983337187
Category : Sports & Recreation
Languages : en
Pages : 219
Book Description
Newly-minted Mississippi State head coach Mike Leach tells his captivating story––from rural Wyoming to law school to the upper echelons of the SEC. SWING YOUR SWORD is the first ever book by one of the most fascinating and successful coaches in sports today. A maverick who took an unlikely path to coaching through law school, Mike Leach talks about his unorthodox approach to coaching and the choices that have brought him success throughout his career. A lover of the game who started creating formations and drawing his own plays as a kid, Leach took his Texas Tech Red Raiders to numerous bowl games, achieving the #2 slot in national rankings and being voted 2008 Coach of the Year before being unceremoniously fired at the end of the 2009 season. The scandalous nature of his dismissal created a media frenzy and began a personal battle between Leach and his accusers that remains unresolved.
The Bedford Handbook
Author: Diana Hacker
Publisher: Macmillan Higher Education
ISBN: 1457650800
Category : Language Arts & Disciplines
Languages : en
Pages : 948
Book Description
What habits are common among good college writers? Good college writers are curious, engaged, reflective, and responsible. They read critically. They write with purpose. They tune into their audience. They collaborate and seek feedback. They know credible evidence makes them credible researchers. They revise. The Bedford Handbook, based on surveys with more than 1,000 first-year college students, fosters these habits and offers more support than ever before for college reading and writing. New writing guides support students as they compose in an ever-wider variety of genres, including multimodal genres. New reading support encourages students to become active readers. Retooled research advice emphasizes inquiry and helps writers cite even the trickiest digital sources confidently and responsibly. Best of all, the Handbook remains a trusted companion for students because it is accessible, comprehensive, and authoritative. Instructors benefit, too: A substantially revised Instructor’s Edition includes Nancy Sommers’s personal mentoring—more than 100 new concrete tips for teaching with the handbook. Finally, integrated digital content is easily assignable and helps students practice and apply the handbook’s lessons.
Publisher: Macmillan Higher Education
ISBN: 1457650800
Category : Language Arts & Disciplines
Languages : en
Pages : 948
Book Description
What habits are common among good college writers? Good college writers are curious, engaged, reflective, and responsible. They read critically. They write with purpose. They tune into their audience. They collaborate and seek feedback. They know credible evidence makes them credible researchers. They revise. The Bedford Handbook, based on surveys with more than 1,000 first-year college students, fosters these habits and offers more support than ever before for college reading and writing. New writing guides support students as they compose in an ever-wider variety of genres, including multimodal genres. New reading support encourages students to become active readers. Retooled research advice emphasizes inquiry and helps writers cite even the trickiest digital sources confidently and responsibly. Best of all, the Handbook remains a trusted companion for students because it is accessible, comprehensive, and authoritative. Instructors benefit, too: A substantially revised Instructor’s Edition includes Nancy Sommers’s personal mentoring—more than 100 new concrete tips for teaching with the handbook. Finally, integrated digital content is easily assignable and helps students practice and apply the handbook’s lessons.
Battlecry
Author: Laura Ries
Publisher: Ries' Pieces Publishing
ISBN: 9780984937097
Category :
Languages : en
Pages : 138
Book Description
Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. Why do most Americans remember the battlecry of the French Revolution (Libert , galit , fraternit ) when they cannot remember the battlecry of the American Revolution? Because the sounds of the words "Libert , galit , fraternit " rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other techniques outlined in my new book, Battlecry. (1) Rhyme: "Roto-Rooter, that's the name. And away go troubles down the drain." (2) Alliteration: "M&Ms melt in your mouth, not in your hands." (3) Repetition: "The few. The proud. The Marines." (4) Reversals: "Two great tastes that taste great together. Reese's peanut butter cups." (5) Double-entendre: "A diamond is forever." You might think companies and their ad agencies would be wise to these techniques. But few slogans actually use any of these memory-building tactics. In a recent survey of 266 advertising slogans, only 19 used any one of them. Battlecry is a companion book to my previous book, Visual Hammer, and should be read together. Creating a slogan is only half the battle. The other half of the battle is a visual that will help drive your slogan into prospects' minds. The contour bottle helps drive "The real thing" into the minds of cola drinkers. The duck helps drive the Aflac name into prospects' minds. The straw-in-the-orange helps drive "Not from concentrate" into the minds of Tropicana buyers. Even "The ultimate driving machine" would not have been effective, in my opinion, without a visual hammer. And what was BMW's visual hammer? It was the television commercials showing BMWs being driven over winding road by happy owners. Over the years, there have been many advertising campaigns showing beautiful automobiles being driven over lush, winding roads. The hammers are terrific, but the nails are missing. The trick is to find the right combination of a visual hammer and a verbal nail. And my two books, Battlecry and Visual Hammer, can help you do exactly that.
Publisher: Ries' Pieces Publishing
ISBN: 9780984937097
Category :
Languages : en
Pages : 138
Book Description
Why are most slogans and taglines ineffective? Because they're just words and a mind cannot understand words. A mind can only understand sounds. Why do most Americans remember the battlecry of the French Revolution (Libert , galit , fraternit ) when they cannot remember the battlecry of the American Revolution? Because the sounds of the words "Libert , galit , fraternit " rhyme and that's one of the powerful techniques for creating a memorable slogan. In addition to "rhyme," there are four other techniques outlined in my new book, Battlecry. (1) Rhyme: "Roto-Rooter, that's the name. And away go troubles down the drain." (2) Alliteration: "M&Ms melt in your mouth, not in your hands." (3) Repetition: "The few. The proud. The Marines." (4) Reversals: "Two great tastes that taste great together. Reese's peanut butter cups." (5) Double-entendre: "A diamond is forever." You might think companies and their ad agencies would be wise to these techniques. But few slogans actually use any of these memory-building tactics. In a recent survey of 266 advertising slogans, only 19 used any one of them. Battlecry is a companion book to my previous book, Visual Hammer, and should be read together. Creating a slogan is only half the battle. The other half of the battle is a visual that will help drive your slogan into prospects' minds. The contour bottle helps drive "The real thing" into the minds of cola drinkers. The duck helps drive the Aflac name into prospects' minds. The straw-in-the-orange helps drive "Not from concentrate" into the minds of Tropicana buyers. Even "The ultimate driving machine" would not have been effective, in my opinion, without a visual hammer. And what was BMW's visual hammer? It was the television commercials showing BMWs being driven over winding road by happy owners. Over the years, there have been many advertising campaigns showing beautiful automobiles being driven over lush, winding roads. The hammers are terrific, but the nails are missing. The trick is to find the right combination of a visual hammer and a verbal nail. And my two books, Battlecry and Visual Hammer, can help you do exactly that.