Each technically superb example in this collection of successful advertising was chosen
because it clearly illustrates an important advertising principle. To help guide you in the learning
process, each ad, direct mail piece or sales letter begins with an introductory note alerting you tothe technique(s) used within the piece.
Keep in mind, these ads were chosen for good reason — they
They've earnedmillions upon millions of dollars for the people that conceived and ran them. More than a few of them are mine. But I also wanted you to be exposed to a broad range of other, equally profitable
styles and approaches.
Study these ads. Absorb the way they tell their story. Emulating their style is not justeducational — it could be one of the most lucrative studies you've ever undertaken.
I hope you'll profit from the study of these advertisements in two ways: first, I want to
inspire you to take these time-proven techniques and apply them to every ad you write.
But more importantly, I hope they'll open new windows of awareness and cause you toexamine the advertising and direct mail you see every day with a more discerning and informedeye. This way, you will continue to advance and grow and profit even more from your study
every day — for the rest of your life!