So, “MadScam” is finally finished. Well, let’s put it this way, I’ve done all the final edits and sorted all the visuals out. There will be bits and pieces to take care of before the publication (December 1st) by Entrepreneur Press, otherwise that’s it. Steve Hayden very kindly wrote a very amusing preface for me which I shall post separately. As the cover of the book says, it’s a guide for small and medium businesses on how to produce kick-ass advertising without the Madison Avenue price tag. It’s not one of those bullshit books full of endless check lists and stupid little graphics that make them look like a cross between a plumber’s hardware catalogue and Crayola coloring book from Sesame Street. God knows the business book section shelves of Borders and Barnes & Noble are full of stuff like that, most of them sporting inane titles such as “The Twelve Immutable Marketing Secrets of the Kalahari Nomads,” or “What would Jesus Christ the MBA do?” All junk, all useless. It’s also not a rehash of the same old Kudzu encrusted ideas certain un-named, but well known business writers and their “research” staffs churn out on a regular basis. Actually, unlike the vast majority of advertising books floating around out there, “MadScam” is about “content,” something most people in the business seem to have forgotten about with their all-consuming obsession with “process” and “new media.” ‘Cos, I strongly believe that when you get down to it, this is still a business of ideas. Unfortunately when you look at most of the dismal stuff being produced these days, you wouldn’t think so. Anyway, “MadScam” is up on Amazon already and you can pre-order it if you’re crazy enough. I will promise you one thing though; it won’t bore the crap out of you. If I’m wrong, you know where to shove it!
Quite possibly the single most important book on advertising ever written... He said modestly!!!
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