I’ve always been a sucker for books that claim to meld psychology with advertising.

The sub-headline reached out and grabbed me while innocently perusing the marketing section at Barnes & Noble: “How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone”.

Don’t know anything about the author, Drew Eric Whitman, but I did recognize the name of the person endorsing the book on the front cover – Roger Dawson. I think he’s the guy who has all those tape collections that I never buy while at Half Price Books.

Here’s some quick bullet points from the back of the book:

- Sixty percent of people read only headlines.
- Captions under photos get 200 percent greater readership than non-headline copy.
- Ads with sale prices draw 20 percent more attention.
- Four-color ads are up to 45 percent more effective than black and white.