Silver Linings: Selling to the Expanding Mature Market

By Herschell Gordon Lewis

Hardcover, 165pp, 1996 by Bonus Books, Inc. This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 1566250587
• ISBN13: 9781566250580
• Release Date: January 1996
• Publisher: Bonus Books
• Length: 165 Pages
• Weight: 0.95 lbs.
• Dimensions: 9.5" x 0.8" x 6.3"

Customer Reviews

I disagree: It's a GREAT book!

I disagree with the previous reviewer. I found the information very valid and not repetitive. Amazingly, although the text is dated 1996, it is absolutely applicable to 2005. In fact, it's nice to see that much of what the author predicted for the future has already come true...and I have no reason to believe that his other predictions won't come true eventually as well. This book is oriented towards copywriters, whether they be self-employed, advertising agency employees, or simply businesspeople who want to write advertising for seniors. The author is a senior himself and the author of many, many texts on copywriting and advertising, so he knows his stuff on both counts.

Not an easy read, but some good info regardless

There's some very valuable information in this book for those who market to the senior (55+) audience. Dozens of examples of advertisements geared towards seniors help to illustrate Mr. Lewis' points. However, the organization of this book leaves something to be desired. It jumps from topic to topic, and points are repeated (often verbatim) throughout the book as if the author simply forgot he had already addressed that topic. But I did walk away from this book with plenty of ideas I'll put into practice. If you do any direct marketing to seniors, you'll surely get at least a few new ideas from Silver Linings.