As part of our Cool Injected business series, we’re sharing a few of our favorite leadership, technology, marketing and customer service books that can help add horsepower to your business. This week’s book is “Hey Whipple, Squeeze This.

For my book selection, I chose Hey Whipple, Squeeze This by Luke Sullivan.

From the book’s description:

“An often shared book among marketers, advertisers and business professionals, Hey Whipple, Squeeze This, looks at the history of advertising—from the good, to the bad, to the ugly. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the “Whipple phenomenon,” and examines why bad ads sometimes work, why great ads sometimes fail and how advertisers can learn to balance creative work with the mandate to sell products.”

Advertising is an art—but it’s also a science. Developing the right concept can only come after a process that is creative and analytical. In a world where perception is everything, your business depends on how well you can market yourself and your product. Sullivan reminds us that everything is open to interpretation.

Sullivan writes with great humor and confidence. His years in the trenches are of benefit to anyone interested in advertising. But more than that, his expertise serves as an invaluable resource for businesspeople—particularly anyone in the car business. You’ll find how to work with all types of clients and colleagues, the six phases of an advertising project, and advice for those entering the industry.

Good advertising builds sales. This book gets straight to the point about the right way—and the wrong way—to advertise, interact with customers and build a strong business base. Sullivan drives home the fact that increased sales are directly connected to customer understanding. Start with a good strategy and follow it up with effective communication to create the best advertising.

Who should read this book? The short answer is everyone. There are valuable takeaways for anyone who needs to connect with customers. When you do, you’ll come away thinking differently about the way you strategize, how you write and even how you manage. In advertising, like many industries, we sometimes have to re-learn things that should be second nature to us. Sullivan has compiled a treasure trove of material and war stories that will assist anyone in improving their skills and the advertisements they produce.

If you’re interested in reading this intriguing book and learning the effective ways to reach customers, we’re giving away a copy! Enter your information below to enter. A winner will be selected at random and notified on Friday, May 24, 2013.

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