• Embed Doc
  • Copy Link
  • Readcast
  • Collections
  • 3
    CommentGo Back
Download
 
Timo Jäppinen
About The Author 2In Search of Advertising That Sells 3Why the Internet is a Heaven for Advertisers 429 Tested Methods - How to Make Your Email Marketing Sell More 5 The One Thing in Advertising That Sells More Than Sex 9"The Internet is Direct Marketing" 103 Signals: Why The Future of Advertising is Digital Direct Marketing 12
Digital Direct Marketing: A Guide to Personal Advertising That Sells 1
Digital Direct Marketing
A Guide to Personal Advertising That Sells
 
 About The Author
Timo Jäppinen
is an ad man from Finland, on a mission to makeadvertising sell again. Jäppinen is also passionate about branding. Hehas past experience from working in advertising agency, sales andrunning two online start-up companies in Finland and Estonia.He is also the author of Timo Jäppinen’s Blog www.timojappinen.com.Jäppinen writes frequently articles about marketing.Jäppinen was introduced to advertising industry at an age of 15, when he read DavidOgilvy’s classic “Ogilvy on Advertising”. After reading that book the world wasn’t the sameto Timo.Determined to become one of the greatest copywriters, Jäppinen started out as a salesman just like his idol David Ogilvy. Lessons learned from one-to-one selling applied in olddirect-response advertising the same way those techniques apply in the online world today.
“Digital Direct Marketing: A Guide to Personal Advertising That Sells” 
is about sharing what works in the internet marketing and how to use different techniques and tested toolsto sell more.Everything in digital direct marketing comes down to understanding human behavior,principles of selling and mastering direct marketing.
“All speech, written or spoken, is a dead language, until it  finds a willing and prepared hearer.” 
 Robert Louis Stevenson
Digital Direct Marketing: A Guide to Personal Advertising That Sells 2
 
In Search of Advertising That Sells
 When was the last time
 you saw an ad that made you want to buy the product? I'm nottalking about feeling good towards the product. I'm talking about
a burning desire
to getthe product. For me, it has been too long since that has happened. And yes, I do work inthe advertising business.
Bad advertising costs more
Seeing companies running lousy ad campaigns was the reason how got interested in theadvertising in the first place. How did I know that money was being thrown out of windowseven before actually working in the advertising? You don't have to be Einstein to realizethat something is out of place when it comes to ads.
 Do this simple test.
Think back to the last time you watched TV. Try to memorize thelast commercial break. In your mind place yourself in sitting in front your TV. Are youthere now? When you are, try to memorize which products were advertised on that lastcommercial break you saw? Just picture any product or an ad you remember. How many items can you recall?
Do I have your attention now?
 I'm betting you can remember only one or zero ads fromthe last commercial break you saw on TV.
 What is wrong in the advertising
if it doesn't sell? In my opinion advertising has noother function than to sell. To sell your product, service or idea. (If you know a differentfunction for advertising, please email it to me.) Where do you learn how to sell? In artschools? In business schools? What you think? If you think you will learn to sell in theschool, then I'm more than happy come to your faculty as a full-time student. However, if  you think that schools may not be the best place for you to learn selling, how come mostpeople in the advertising industry comes from schools?People with a wrong education is the reason why I think 
today's advertising costs more
 and more, and
sells less
and less. Many people,with a lack of motivation, are in the ad business. Rather than trying to sell client's products, art directors and copywriters are
Digital Direct Marketing: A Guide to Personal Advertising That Sells 3
of 00

Leave a Comment

You must be to leave a comment.
Submit
Characters: ...

uploaded a new revision for this document (#2)

11 / 28 / 2009

uploaded a new revision for this document (#1)

11 / 28 / 2009
Timo Jäppinen

What do you think about digital direct marketing?

reply11 / 27 / 2009
You must be to leave a comment.
Submit
Characters: ...