Selling Dreams: How to Make Any Product Irresistible (ISBN 0684850192)

Amazon.com Review:
When Gian Luigi Longinotti-Buitoni took over as CEO of Ferrari North America, the U.S. and Canada were in a recession, and he couldn't imagine people were inclined to spend their money on such an expensive, impractical car. Since then, Longinotti-Buitoni has changed his mind about a few things, including practicality. He believes the desire for a Ferrari comes from our dreams, not the part of our brain that balances the checkbook each month. Those same dreams fuel our desire for leisure time, Gucci couture, Gulfstream jets, beauty, exotic vacations. These dreams have probably existed, he surmises, since Cro-Magnon people drew images of successful hunting expeditions and victorious battles on cave walls. Entrepreneurs in the business of selling dreams need to understand these dreams, and reinterpret the product in terms of its place in a human's fantasy world. And it's not all about selling stuff to people who appear in Vanity Fair--dreams can be marketed to the masses, too. Thus, the Volkswagen Beetle was a hippie dream of sharing something extraordinary with everyone; Levi's jeans are a working person's dream of striking gold (they were, after all, sold to the miners during the California gold rush); Nike sneakers are an inner-city kid's dream of overcoming his oppressive origins through athletic stardom. The best things in life may be free, but after reading Selling Dreams, you'll understand why we spend so much time fantasizing about the things we can't afford. And, if you're in business, you'll know better how to cash in on those fantasies. --Lou Schuler

Captivating!:
By page 5, I was entranced by this book. In keeping with its theme, SELLING DREAMS looks at the role of luxury in our lives from the broadest possible perspective. It offers fascinating anecdotes from craftspeople who combine art and business in the realms of cars, movies, food and drink, watches, hotels and more. I was especially pleased to see the illuminating perspectives from great philosophers alongside shrewd business analysis and cultural insight. A very unusual and worthwhile book that I already plan to reread. - Marcia Yudkin, Ph.D., author of Six Steps to Free Publicity, Persuading on Paper and other books

Selling Dreams : How to Make Any Product Irresistible:
The writer has some great ideas as well as using some great analagies. One example that stood out in my mind, is the subject of lobster, you can buy it in the store in a plain paper covering or you can buy it in a fine restaurant and have it dressed up to the very finest. You need to be able to show people how the product you are selling will fulfill a dream that they have and not just smiply a purchase.

A Good Read!:
Gian Luigi Longinotti-Buitoni's premise is that the best way to sell products is to tap into customers' emotional impulses, which can override their rational thinking. It's a good theory, as proven by how effectively the CEO of Ferrari North America used it in writing this book. As a reader, you can't help but get swept up in the pages of description of wondrous products from the likes of Ferrari, Tiffany, the Ritz and Cohiba. And when you do, it's easy to overlook the fact that the book is slightly repetitive and presents ideas that are far from radical. However, Longinotti-Buitoni's anecdotes about the development of the Ferrari brand name, as well as those of other high-end companies, are sure to delight marketing and advertising practitioners. We (...) recommend this book to professionals in those fields, who will find useful insights, especially in the excellent summaries that come toward the end of each chapter. A clear introduction and a well-executed concluding chapter also help clarify the ideas. There is probably more passion than substance to Selling Dreams, but in the end, isn't that what it's all about?

Selling Dreams is a work of art!!!:
You do not have to be the President of Ferrari North America or the owner of Sothebys to sell dreams. In this refreshing, creative and eloquently written book, Dr Buitoni teaches us the key to unleashing success for businesses, products or even people. Selling dreams should be required reading for all businesses -- no matter what the business. The art of successful dreamketing is the wave of the future to sustain and maintain customer loyalty. We all dream. Dr Buitoni teaches us how to tap into those dreams to make them successful realities in business and in life.

If you can dream it you will achieve it by reading this book:
If anyone is the connoisseur of selling dreams it's Dr. Buitoni. His words will educate and inspire anyone who has a Dream to Succeed! This book should be the BIBLE for every college business class in the world!! It's a winner!! Don't Quit! Jake CEO, Body by Jake Enterprises