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If You Are Selling, Marketing or Promoting Anything, Even If It's Yourself, You Must Read This Book
You'll finally understand how
EFFECTIVE MARKETING COMMUNICATION
truly works.
Exclusive by:
Idris Sheikh Ahmad
Somewhere Along the Way, Marketing Lost Its Common Sense
Why? Because many no longer understand the market as it truly is.
But it doesn’t have to stay that way.
This book helps you rediscover what effective marketing communication really means.
Where it Goes Wrong:
Overlooking the Market Environment
Not understanding what makes their product moves, or what makes their customer tick.
Not Understanding the Industry or Market that they are in
Failing to speak in the right 'language' for effective marketing communication.
Believing that Advertising is the Overlord of Marketing
Advertising isn’t on paper or billboards. It exists in the minds of people.
Understanding of Marketing has changed. But the principles haven’t.
The problem is - people do not understand what marketing communication is.
And even if they do, they do not understand
Effective Marketing Communication.
This Book Helps You Understand
It's not about how your product is better than the others.
It’s about offering something valuable to the customer.
More valuable than the other product, even if it's only psychological.
That's what makes your product better than the others.
“If you do not know enough about the subject, you have no right to put pen to paper about it.”
From Chapter 14
Introducing
The Most Outrageous Audacious Claims of an Advertising Man
A collection of stories, experiences, and lessons from an unconventional marketing man.
Discover the old-fashioned principles that challenge modern marketing thinking
Practical marketing ideas, understanding of marketing situations, and powerful marketing lessons.
In this book, Idris Sheikh Ahmad shares his journey from the early days of building his own agency through his experiences working with the people and the challenges that shaped his career.
Through personal stories, observations, and reflections gathered over the years, this book offers a unique perspective on effective marketing communication that works and the thinking behind it. It is both a narrative of experience and a collection of lessons about how effective marketing ideas shape the way businesses communicate.
Advertising Lessons You Wont Find In Any Textbook
Here are a few powerful ideas taken directly from the random chapters of the book.
Is a Brand More Than Just a Logo?
A brand isn’t what you design , it’s what people remember.
It doesn’t live on billboards, ads, or logos.
It lives in the minds of your customers.
Shaped over time,
through perception, experience, and usage.
Because in the end,
your brand is not what you say it is.
It’s what people believe it to be.
The Singer, Not the Song
Clients don’t just buy ideas.
They buy the people behind them.
Trust, confidence, and commitment
matter more than the concept itself.
Because at the end of the day,
they’re choosing someone they believe can deliver.
What Turns Creativity Into Real Innovation?
Creativity is thinking of something new.
Innovation is making it happen.
Ideas are everywhere,
but execution is what creates impact.
And that comes from experience, confidence,
and the ability to act on what you believe.
Is Advertising an Expense - or an Investment?
Advertising isn’t a cost.
It’s an investment in building a brand.
Because a strong brand becomes an asset,
one that can grow, appreciate, and outlast physical assets.
Without it,
there is no real product to sell.
These aren’t theories, they’re lessons drawn from real experience.
A real situation. A real decision. A real outcome.
See how it all comes together inside the book.
A Glimpse of What’s Inside
"Selling to those who had already been sold"
Have you ever wondered how Dunhill, a tobacco company, became associated with football in Malaysia?
Or how it rose to become the number one cigarette brand in the country?
Being a committee member of the state and national
football associations, and most importantly an
advertising and marketing man, made me think of a better tournament for the Malaysian Football League.
I started to dream of a league being more than just a mere qualification tournament for the quarter finals of the Malaysia Cup.
All this was happening while I was also running my advertising agency, Idris Associates. During this period, my biggest client was Rothmans of Pall Mall, the tobacco company………
What happened next wasn’t just a campaign.
It was a strategy that changed the game.
Find out how I did it in the book!
"Ultimately, our attitudes shape our successes and our happiness. They dictate how high we can fly."
From Chapter 28
“This is a powerful story that highlights the agility a brand needs,
the ability to act decisively and respond to real threats.
It also showcases the level of strategic thinking involved.
More importantly, it’s an engaging personal account of Idris,
as a leader who was willing to go all the way for his client,
with every detail carefully executed to reflect the brand’s image.”
— Pat Steven, first copywriter at Idris Associate
Could This Be The Most Outrageous Audacious Claims of an Advertising Man?
That’s a decision only you can make.
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