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The Secret Weapon by Peter A Schaible

The full title of this book by Peter A Schaible is

The secret weapon of a master direct response online copywriter: How to position your brand for success, based on the research of Swiss psychiatrist Carl Jung

In my review at Amazon.co.uk, I gave the book Four Stars. This means it is Good and Well Worth Reading.

Here is my book review.

Very interesting way to think about customers

The book explains how the three parts of the brain – reptilian (primitive fight or flight survival), limbic (emotions) and neocortex (rational thought) – are affected by marketing.

It then goes on to explain the 12 archetypes based on the work of the early psychologist, Carl Jung.

I think the contents of this book are fascinating.

To use the archetypes in your marketing, you will need to know and understand them. This is going to require more than just reading. It’s made even more complicated by the fact that some people will fall neatly within an archetype but others are a combination of two. It’s enough to make the mind boggle.

If you’re looking for quick and easy copywriting tips, this isn’t a book for you. If you want to think, it might be.

This is a low cost book so it’s unfair to expect too much but I want more.

The archetypes are nicely explained and there seems an obvious link between certain archetypes and particular products but using them less obviously isn’t explained.

I can understand why it might pick up some bad reviews from people who can’t see how the information can be used. I’m rating it at the Four Stars level. I originally read it through my kindle unlimited subscription but I decided to add it to my permanent library.

One little niggle. The kindle table of contents isn’t used which is a shame as it would be nice to jump around between different archetypes.

You can get it from Amazon.co.uk and Amazon.com


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