JosephSugarman

The Ultimate on Resource How to Write Powerful Advertising Copy From Oneof America's TopCopywritersand Mail Order Entrepreneurs

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O 1998,JosephSugarman All Rights Reserved: Without limiting the rights under the copyright reservedabove, no part of this publication may be reproduced,stored in or introduceclinto a retrieval system,or transmitted,in any form or by any means (electronic, mechanical,photocopying, recording, or otherwise), without the prior written permission of both the copyright owner and the publisher of this book, except for the inclusion of brief quotations in a review. Most of the advertisements in this book are copyrighted, and are reproducedfor educationalpurposesonly under "fair use" provisions of U.S. copyright law. The advertisements have been selected,at the discretion of the author, as they representprinciples discussedin the text of this book. Trademarks: The words BluBlocker, SunBlocker, The Pill and JS&A are registeredtrademarks. There are many trademarksin this book for which the author and publisher believe property rights may exist and thesehave been designatedas such by the use of Initial Capitai Leiters. However, in so designatingor failing to designatesuch words, neither the authoi nor the publisher intends to expressany judgment on the validity or legal statusof any proprietary right that may be claimed in the words. The name DelStar Books and its logo, a star with an eagle profile within the star, are trademarksof DelStar Books, a subsidiary of Delstar publishing. Publisher's Note: This publication is designedto provide accurateand authoritative information in regard to the subject matter covered.It is sold with the understandingthat the publisher or author is not engagedin rendering legal, accounting,or other such professionalservices.If expert assistance such flelds is required, the servicesof an appropriateprofessionalperson in should be sought. Printed in the United Statesof America Publisher'sCataloging-in-Publication Data (Provided by Quality Books, Inc.) Sugarman, Joseph Advertising secretsof the written word : the ultimate resource on how to write powerful advertising copy from one of America,s top copywriters and mail order entrepreneurs JosephSugarman._ / l st ed. p. cm. Includes bibliographical referencesand index. ISBN: l-891686-00-3 L C I S B N : l - 8 9 1 6 8 6 - 0 1 -P B 1 l. Direct marketing.2. Advertisingcopy-Handbooks, manuals,etc. 3. Advertising.direct-mail.I. Title. HF586l.S84 1998 659.13'3 QBr97-41618 Attention: Schools, Ad Agencies and Corporations. Delstar books are available at quantity discounts with bulk purchasesfor educationalor businessuse. For more information. nlease contact DelStar Books at the addressbelow. 060504030201009998 109 8 7 6 5 43 2 | Cover design:Ron Hughes Cartoonist: Dick Haf'er J

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DelStar Books 3 3 5 0 P a l m sC e n t e rD r i v e Las Vegas,NV 89103 Phone:(702) 798-9000 Fax: (702) 591-2002

To Wendy, April and Jill with love and affiction

Tlru truly creative mind in any field is no more than . . . a cruelly delicate organism with the overpowering necessity to create, create, create-so that without the creating of music or poetry or books or buildings or something of meaning, his very breath is cut offfrom him. He must create, must pour out creation. By some strange, unknown, inward urgency he is not really alive unless he is creating.

-Pearl Buck

Advertising Secretsof the Written Word Gontents
Foreword
Acknowledgments
x11l
XV11

Introduction Section One: Understanding the Process Preview l. GeneralKnowledse 2. Specific Knowledge 3. Practice,Practice,Practice 4. The Purposeof All the Graphic Elementsof an Ad 5. The First Sentence 6. Creating the Perfect Buying Environment l. Resonatinswith the Reader 8. The Slippery Slide 9. AssumedConstraints 10. Seeds Curiosity of I 1. Copy as Emotion 12. Selling the Concept,Not the Product 13. The IncubationProcess 14. How Much Copy ShouldYou Write? I 5. The Art of PersonalCommunication 16. The Copy Sequence 17. The Editing Process Section Two: Understanding What Works Preview 18. Powerful Copy ElementsExplained Typufare
First Sentence Second Sentence Paragraph Headings Product Explanation

11 15 23
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3I 35 39 45 55 59 65
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BI 87 93

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113
113

1t4 tt4 114
115

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The Psychological Triggers Feeling of Involvementor Ownership HonesQ r28 128 r28 131 131 134 Integrity Credibility Valueand Proof of Value Justify the Purchase Greed EstablishAuthority Sati sfaction Conviction Nature of Product Current Fads Timing r36 136 138 r39 r39 140 143 r46 r46 149 .New Features lt6 TechnicalExplanation Anticipate Objections Resolve Objections r16 118 118 119 Gender Clarity Clichds Rhythm Service Physical Facts Trial Period Price Comparison Testimonials Price r20 r20 t2r T2I r23 124 r25 r26 t27 t27 OfferSummary Avoid Saying Tbo Much Ease of Ordering Ask for the Order 19.

Gold SpaceChains Hero 35. Vision Breakthrough 34. Pet Plane 31. Lingerie for Men 21. Rarity or Uniqueness Simplicity Human Relationships Guilt Specificity Familiarity Hope 20. HungarianConspiracy 33. Not Prevention 22. Nautilus Spelling Sale Examples 151 r52 t54 155 r57 158 160 r63 165 r66 r67 n0 r75 r79 185 189 195 197 205 213 219 223 225 229 233 237 24r 245 249 253 xt . Selling a Cure. Consumers 36. A Fluke of Nature 26. Telling a Story 23.A D V E R T I S I N G S E C R E T S Desire to Belong Desire to Collect Curiosity Senseof Urgency Instant Gratification Exclusivity. Rating Your Writing Level Section Three: Proving the Points-Ad Preview 24. A More Stimulating Way 29. Getting the Mind to Work 2I. The More You Learn 28. Magic Baloney 30. Mail Order Mansion 32. TheLazy Man's Way to Riches 25.

Continued Summaryof Axioms and Major points Recommended Reading ClassicJS&A Ads 257 259 263 265 267 211 219 299 .A Note: The Power of Your Pen Epilogue Appendix A Appendix B Appendix C Appendix D Appendix E Index Sometrinal Thoushts AssumedConstraints. Continued Seedsof Curiositv.

acceptingAmerican Express. He also happens be one of the most amusingand prolific to writers in the United States.Louis Victor Eytinge.") He offered "loaner" watchesto customersas part of a service guarantee." xtu . a convictedmurdererwho learnedhow to write in prison.the art collector. BandleaderArtie Shaw had a standardquestionfor musicians who wantedto join his band: "Who do you listen to?" A similar question might be asked of writers applying for work: "Who do you read?" Sugarmanis the guy who sells BluBlocker sunglasses on TV. ("Pleasedon't correctmy grammar. MasterCard or any negotiablehard currency. It's like Nelson Algren said about John Cheever-that he was the one writer you could identify "without turning the pages of The New Yorker back to seewho wrote it. Editor." Not that Sugarmanis the most colorful rogue ever to write greatmail order copy. He crackedme up with the sheerexuberance ofhis copy approach.000airplanein a single mail order ad. DIRECT Magazine Eu. who made his living writing stuff like "She Fled the Table When the Doctor Said Cut Her Open. He sold a $240. I discovered as when I startedreading his JS&A catalogin 1985.Therewere others. He offered readers$10 for every spelling error they found in his copy. there is no better model for ad copywriters or magazine editors than Joe Sugarman.Visa.ry trade has its role models. And for me. He offered a $6 million home for sale in the airline magazines. Or Gene Schwartz. And he did it all with a very specialtone.The Foneultlnd Sugarman Legacy By Ray Schultz. He was totally out of the box.

" caples answered. And Joe has a lot of imitators who have personalrzed their catalogsusing Joe's catalog as their inspiration. And that's important. until they reissueold JS&A catalogs(the way they've reissuedthe 1909edition of Sears. Now for the good news. co-founder of the Book-ofthe-Month Club and another great pitchman who lived by his wits. But you can sell the idea of social success and overcoming whateverdeficienciesyou have in order to becomepopular. minuscule improvement. As Lester Wunderman rn 1996 reflected about Sackheim. Roebuck). in languageanyone can understand. Greatslike David Margoles.s followed the money into infomercials and home shopping. he promised a breakthrough-not as we have now. I'm sadto report that sugarmandoesn't write as much copy as he used te-ns more catalogs and very few spaceads. But it's a fine legacy.this book will haveto standas Joe's legacyin print.the best book ever done on the subject of mail order writing.But Joe surpassedthose guys in a few very important ways-the sheervolume of his writing. Then there was Max sackheim. He. because he's one of the last of a breed. You can't sell that. How did Joe learn his trade? He claims he learned it from his failures and not from the mail order greatswho precededhim. He's passedthe tradition down in Advertising Secretsof the Written Word.who enteredAmerican folklore by writing "They Laughed when I Sat Down At the piano." Though he may never have met them. o'You don't understand." The late Larcy Chait askedCapleswhy he stressed social benefits the insteadof just selling the virtues of the course. "Learning the piano is tough. who sold 4 million garlic crushersin the 1950s. it stresses basic truths about writing. Besidesthe advice on selling." Then there was John Caples. "when he talked to clients.I've even given the manuscriptto my new reportersto read. sugarman knows on a gut level what theseguys knew. the trends that he set and my favorite-the personal catalog-one in which the copy and the product reflect the quirks of the owner. .

." Ray Schultz is one of the top writers and editors in the direct marketing industry and editor o/ DIRECT magazine. Enjoy. "The next act is better.a Cowles Business Media publication.A D V R T I S I N G So here is it. As walter winchell said when he introduced Damon Runyon.

their my presence was very important and alwaysfelt. I wish to thank.Ron Hughes. and to all of them I am very grateful. whosecartoonswere createdspeciallyfor this book. commitment and 26 yearsof serviceallowed me the creativefreedom to expressmyself through -y writing and who helped me To in build a substantial business the process.And finally. undanglemy modifiers and give me very candid feedback. A special acknowledgmentto all my wonderful seminar participantswho learnedfrom me and went on to createor build successfulbusinesses-all through the power of their pens. I hated it when they copied me but in the processof trying to There are outwit them. xvll .I wish to acknowledgemy many competitors. hundredsof other people I could mention-too numerousto list and growth. May you too learn and prosper. Wendy and our two and supportduring children.To Those Who AcknoulleilUmGnts Made It Possible Muny peoplehavecontributedto my copywriting skills and to the creationof this book. I wish to give a special mention to Dick Hafer. all who have exchangedtheir hard-earned money for this book.April and Jill. of who I also wish to acknowledge thousands customers the gave me a tremendouseducation and for whom I have an unwavering respect. my copywriting skills grew even stronger. too. for their understanding but the many seminarswe held-always behind the scenes. with humility and gratitude. Finally. whose direction.Virginia Iorio and Nancy Kleban.Presidentof JS&A Group. sister and copyeditor for 25 years-always there to correct my spelling. Mary Stanke. Doug Easton. Inc. A here-who have played a vital role in my success specialthank-you to the people who played a role in the production of this book: Lyn Chaffee.. Judy Sugarman. I learneda greatdeal from them.

I was busy enough running my business. I didn't see myself running seminars. My seminar was different.so I experienced and of direct consequences my successes failures. I have yet to find anybody who has experiencedthe number of failures I experiencedduring the early stagesof my career. it appearedthat I had the Midas touch. And they just saw my successfulinnovations becausethey were the ones that worked. So to the generalpublic and to others in direct marketing. often writing completecatalogs. not for the fact that he also held the for his home run record and record for the most strikeouts. First. I was out there on the .lntnoiluction of This Origins Thir is a story about a seminar. Foilures OutnumberedSuccesses In My failures far outnumberedmy successes.But it was through thesefailures that I receiveda very costly educationthat careerin advertisto this day has guided me through a successful ing and direct marketing.print and direct mailings. And many of my participantsare glad too-people whose seminar experiencemade an enormous difference in their lives. Inc. I was a prolific writer. fact.. Babe Ruth is remembered To the public. I was an actual practitioner-not an educatoror a consultantwho never had to make a major marketing gamble or cover a payroll. I was a big success. And I owned the company. Most peoas ple just saw my successes. advertisements the JS&A Group.But it was a seriesof coincidencesthat prompted me to offer seminarcoursesand I'm glad I made the decision to do them. they were quite visible.It was a copywriting and '70s and '80s during a time marketing seminarI presentedin the when I was actively involved in both writing copy and marketing a range of products that included everything from electronicsto collectibles-from Bone Fonesto Picassotiles.And so it was with me. that sold theseproducts.And to sharemy secretswith the industry was only asking for competition.

A.firing line. our mail order ads were appearingeverywhere. George Gerstman.it was during a time when my success was reaching a peak. an entrepreneur and owner of B. The Foleful Visif But the seminar would have never taken place had it not beenfor a small vacationI took up to northernWisconsinto visit my sisterand her family.000square-foot.000just to hearyou speakfor 45 minutes. Pargh." he suggested.where our companywas based. I "Hold marketingseminars the place. to find a second home there.turn it into a business at and you could write off the entire property and even make a profit. Second. I would also get calls from peoplewho had marketingproblems and would want to fly to visit me in the Chicago suburbof Northbrook."he told me."Joe.suggested could use the facility as a seminar site.with my family. magazines and on airplanesand with such regularity and frequency that the format was attracting a great deal of attentionand creatingan entire flock of imitators. Finally. just to sit and talk to me for 15 minutes. to - .I've spentover $1. It was during that trip that I discoveredthe beauty of the north woodsand madethe decision. The home I eventually found was a 10.The property was filled with virgin timber-tall statelypines and oak treesthat had escaped lumbermenwho clearedmost of the treesfrom norththe ern Wisconsinduring the 1800s. or Bernie pargh. two-storybuilding on a I6-acresite overlookingone of the most beautiful lakes I had ever seen.000and I couldn't really justify it until my lawyer and closepersonalfriend. It was a very unique setting.flew from Nashville to Los Angelesone day just to hearme speakto a directmarketinggroup. The price in 19'77was $350. r rcahzed what people were willing to pay just to hear me as a speaker talk to me as a consultant.a business equipment salescompany.They appearedin newspapers. The idea really appealed me. making sureeachday that the copy I was writing and the marketingdecisionsI was making were going to be accepted by the marketplace. But the home was costly and at the time something I couldn't afford.

to talk to me for just 15 minutes. at the time. assisted materialsfor the seminar.lt was isolated. the conservativeWashingtonfund-raiser. the most expensiveseminarin the direct that toward 1988." ing centerthat I called The Most ExpensiveSeminqr Back in 79ll . If Bernie Pargh was willing to the spend$ 1.I had a value that certainly was worth $2.And so within a few months the fathe cility was transformedinto an enchantingseminar site-a learn"Nature's Response. housekeepers the supportstaff neededto while Mary Stanke. actually had more participants than I wanted so I createda reservationlist for my next seminar. She and also hired a cook.enrolled and I of courseBernie Pargh attended. in Marketing magazines the format of one of my typical ads. my operations chief at run the seminars with registeringthe participantsand preparingall JS&A.S. To get to Minocqua.where they then took a bus for the 40Rhinelander.I clearedaway a number of the odd buildings that dated back to the 1800sbut were in such disrepair that I had no choice but to remove them. my last seminars the I announced seminarin AdvertisingAge and Direct $3.severalfrom California and quite a few from the East Coast. To get to the seminarsite. We had somebodyfrom Germany. California.I was charging$2. and the fresh northern Wisconsin air at Minocqua was stimulatingand invigorating.000. helped pick out the furniture and dishes. I spent a greatdeal of the summer going up there with my family and furnishing the facility for a seminar. Wendy.000to fly to Los Angelesto hearme speakfor 45 minutes and severalpeople were willing to fly from different parts of the U. Richard Viguerie.And responsewas immediate.000for five full days. My wife.000for five days-a price made it. minute ride to their motel. the participants took a pontoon boat from the motel and landed at our boathousewhere they walked up a path to the house. large dining room. the seminar participants had to fly to Chicago.We had a farmer from Texas and a dentist from Carmel. kitchen and a very large wooden .they would find severalrooms outfitted as a classrooms. quiet. board a commuter plane there and fly to the town of Wisconsin.I charged For marketingbusiness.I had a full classwith participantsfrom all over the world. And at the house. Within a few weeks.

Print ads are among the most difficult of all forms - .you'll learn how to mentally prepare yourself to write copy. others. It. I talk about the eventualgoal of writing effective copy. how to write effective copy.. The Goql of Copy Throughout this book. You too will understandhow to relate what you. and how to presentyour product. conceptor servicein a novel and exciting way. using direct marketing. But the seminarwas certainly more than learning about copy and marketing. who were already successful. And they too grew in the process. Direct marketing is truly the tool of the next century. You'll learn what realry works and what doesn. For most of what I teachin this book I use a print ad as a referencepoint.s reallv as simple as that. couldn't wait to get back to work and implement their newly learned knowledge. namely: "To causea personto exchangehis or her hard-earned money for a product or service.ve learned about copywriting to other forms of marketing and you'll see how many of the sameprinciples apply. relax and enjoy the clean north-woods air.. Book Gonlqins Mqny Lessons This book will share many of the lessonsand experiences that were taught at these seminars.o uy words. I convey my unique approachto copy by demonstratingmy thought processon everything from how copy should flow to the elements every ad should have-from the psychology of copy and its motivational triggers to the emotions generat. you can move millions of people to reach into their pockets for millions of dollars-all from the power of your pen or the message you conveyon a TV screen.t and how to avoid many of the pitfalls that marketersfall into and much more. It was an idyllic settingin a remotepart of Ameri ca-aplace where my studentswould learn a form of copywriting and mar_ keting that they could not learn anyplaceelse.balcony where they could look out at the lake. The seminarturned into a motivational experiencefor many who went on to becomequite successful.

and without in a medium with hundredsof competing messages sound or motion. you've got to entice a person to start reading your ad.Victoria's Secret sent two of their top marketing people when the company consistedof just two stores and a catalog. From a UPS driver who had a fascination with direct marketing and cameto the seminarwith his last $2.On a singlepage. When Mike Valentine attendedmy seminar.They eventuallywere acquiredby The Limited and becamea powerful retail chain throughout the country.000to Joe Karbo. But once you have masteredthe skills. Regardlessof your current educationallevel or knowledge of marketing. author of The Lazy Man's Wayto Riches.To understandthis processand to effectively implement it requires a lot of experienceand skill. convey the complete story of your product or service and then convincethe personto reachfor the phone and order. this book will give you fresh insights into the world of copywriting. I in the spring of 1988.He eventually becamea major force in the seminarbusinesswith CareerTrack-a multimillion-dollar company. wrote a good portion of this book.Immediatelyafter my last seminar.in two dimensions. Hawaii.Jimmy Calano was a young 20who had been giving small management somethingentrepreneur seminarswhen he attendedmy course. TV spots and home shopping. marketing.located of direct marketing. you will have the ability to build a businessfrom just the power of your pen. his comPanY.who alreadywas a very successful mail order entrepreneur-they all came with great anticipation and they all left with valuable knowledge which helped them continue to grow and prosper. The rest of my writing and marketing insights come from severalyears of experiencesince then in the visual medium of TV-infomercials. using many of the skills I taught him. human behavior and other lessonstaught at my seminar.Later. | 6 SeminorsGiven I had 3 12 students attending I 6 seminrys-f1om the first one in the summerof l9l7 to the last one given in Maui.Cincinnati Microwave (developer of the Escort Radar Detector).he was operating his radar detector company out of his gatage. . grew to a $140 million public company.

you. So pull up an easychair. .Even if you are not interestedin writing copy. marketing and creativeexpression-a treasurechest of insightsthat will entertainas it teaches.prop up your feet and sink into one of the most comprehensive contemporary books on the subjectof copywriting. critique copy.ll have a better appreciation and understandingof the copywriting process-so much so that you will be confidentthat you too can write good copy or. at a minimum.

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There was the the and the cook. I introduced the staff to the participants. And from the many lessonslearned and the experiencesshared.there was a senseof excitement. only three. As Harvey Cinamon from Boston told me that first day.And on the very first day I promised them that they would learn how to write greatcopy. what they were going to learn the first day was to eventually lay the foundation for learning about every form of communications-f1sm print to TV from direct mail to catalogs. The Very Firsf Dqy But more importantly. and Jill.what would they learn? to They were the first group of attendees participate in my seminar. groundskeepers entire seminar staff. As the group assembledin the three-story vaulted living room. They would understandthe you go through to prepareto write that great thought processes piece of ad copy.that first day promptedmany of the participantsto come up to me and tell me what an impact it had not only on their copywriting abilof ity but on their understanding the entire field of advertisingand marketing. They would also learn the basic underlying conceptsof how to structurea great advertisement. My family was going to be therejust as if I were at home. each of my children played a small but important role in the seminar. six years old.The seminar that each had traveled thousandsof miles to attend was finally in sight. Ironically.Pneuieur [. The first day was indeed one of the most important." . "I could leave right now and know that I've gotten my full value.the housekeepers. I then introduced my wife and two young children-April.Inderstanding As the pontoon boat pulled up to the boathouseand the group slowly disembarked. the servers. What kind of value would they get?What kind of experiencewould they go through?And indeed.

l0 - .Welcometo a unique learningexperience. the Washington fund-raiser. here today would pay for the entire seminar.Richard Viguerie.told me that the lessonshe learnedthat very first day were invaluablein his "Just one slight change prompted by what I learned business." what cost me millions of dollars So get ready to experience to learn and what seminar participants paid a great deal to be taught.

skiing. get bored and then look for other skills to master. I've mastered a second languageGerman-during the three yearsI spentwith the military in Germany.Let me explain. read a great deal.They hunger for experience and knowledge and find other people interesting. Look at my background. but more on that later. I've done all the photographyand even some of the man! skills.Steinbeck-both lived and then wrote 11 . There are two types. have a variety of interests.music. you will seethat they experienceda greatdeal and wrote about their experiences. movies.) I've tried many sports-golf. The first is a very broad or general knowledge and the secondis a very specific or targetedknowledge. an amateur radio operator. love computers.a professional photographer. baseball. The best copywritersin the world are thosewho are curious about life. a wealth of experiences and not being afraid to work are the top credentials being a good copywriter. I'm an instrument-ratedmultiengine commercial pilot. tennis.often master many skills.They are very good listeners. I've traveled to every continenton the globe with the exceptionof the Antarctic and I know I'll eventuallyget there.art and design.like to travel. and snowmobiling. modeling. football.a tremendous curiosity about life. basketball. (My hand became quite famous. I travel.I ChagenGeneral Knowledge Tn" preparationto become a copywriter involves knowledge.I've had hundreds of failuresand many successes. for If you examinethe lives of someof our greatest writers.I've donethe completecatalogfor my comThebestcopywriters have avariety of pany including everythingfrom settingthe type to doing the interests and master layout. scuba diving. with eachrepresenting learning a experience. The thirst for knowledge. reading. have many hobbies. Hemingway.

the full value of which is yet to be realized.One of thesedays I'11use what I've just experienced simply by reachinginto my back pocketand presto. the greater an idea person you will be and the more powerful your capabilitiesas a copywriter.about their adventures. can accomplishmore and can interrelateinformation fasterand more easily. more efficient.Every experiencethat goes into your brain-both good and bad-becomes more program material and data to recall and assemble new ways in the in future. Lose enough and eventuallyyou will win. The more you have in your brain from experiencesand knowledge and the more you are able to interrelate that knowledge and come up with new combinationsof old material.the easierit is to come up with that big copy idea or marketing concept. It's simply a matterof taking previous piecesof knowledge and putting them togetherin a unique and different format. But more significantly. Today's computers are faster. Edwin Land.So it stands reason. more we can draw upon when it comestime to the relatethoseexperiences new problemsor opportunities. T2 - . Everything on earth that was here a billion years ago is pretty much herenow. more we've to the experienced. more knowlthe edge we have. It's not whetheryou win or lose in life that's important but whether you play the game. Matter is not createdand destroyed. to There is nothing really new in life. said it best when he described definition of a mistake:'A mistakeis his a future benefit.I will have the answerjust when I needit. the inventor of the Polaroid camera. often say to myself." Experiences Creqfe ldeqs Our minds are like giant computers. The only differenceis that it hastakennew forms. The more we experience. Rememberwhen the first Apple computerscame out with their big 64K memories? You might also remember the slow speedand the poor graphics comparedto the high-poweredpersonal computers we have today." I can rememberwhen I was very young and failed at something I tried very hard to accomplish. it is important to experienceas much in life as possibleand not to fear failure. It's only a matter of time. "No I'd big loss-it's in my back pocket.

came up with the term processof coming up with ideasby not focusing or thinking of just the problem.And so is your mind.' 'saleseral thinking.I would run an ad and focus on just the airplane. you look at every problem as a nail.the more data and the more you have to work with from your life experiences your mind can relate this data to a problem.You shook the Think Tank and then looked into it and wrote down the first three words you saw You then tried to relate the three words to your marketing problem.It was a small 8-inch spheremounted on a platform with a small window.Typically. one of the greatcreative thinkers of our "lateral thinking" to describe the time. This processwould causeme to searchmy for brain. The Dictionqry qs q Tool Lateral thinking is simply a tool. its featuresand equipment. Probablyone of the most importantkeys in copywriting and conceptualizingis the ability to relate totally divergent conceptsto createa new concept. Through the window you saw a selectionof 14. by relating the problem to something that has nothing to do with the problem.But in using the Think Tank for lat'farm. a new idea emerges. my data bank.000 small words located on small plastic pieces.There is a saying that goes. and all my past experiences some way to relate the three words while keeping in mind that I had to sell the airplane. "Think De Bono createda small product that he called his people to think more laterally and conTank" which encouraged sequentlymore creatively. So is your dictionary. "If all you have is a hammer. the better you are going to be at coming up with that really great idea. I drew threetotally unrelatedwords. For example. Loferql Thinkingfor ldeos Edward de Bono. 13 ." The more tools you have to or work on a problem in the form of experiences knowledge. the more new ways you can figure out how to solve it. to come up with a fresh perspectivetoward solving your problem. man' and 'compassion'and had to create an ad incorporating those three words.let us say I wanted to sell my airplane.Once again. Often.

seea learningcurve that would not havebeen I possiblehad it not been for that immensewealth of broad experience.I have been presented with thousands prodof ucts. you have and If this personality.Gary Halbert. rather run but their own companiesand experiencetheir own successes and failures. If you don't.a curiosity and a desireto participatein life that is broad-based passionate.RunningYour Own Compony Another factor that makes a great copywriter is the experience of running your own company and being responsiblefor every word you write. You can't beat that type of experience. simply being awareof it is often enoughto starta mentalprocess and movementthat will take you to where you would like to be. But being a great copywriter is more than just having a lot of experience life. What you will learn in the next chapteris just in as important. In my case. written ads for hundredsof them and have had to come up with that big idea hundredsof times a year. It's a hungerfor knowledge. the late Gene Schwartz and dozensof othersrecognrzed top copywritershave owned their as own companiesand learned over years of trial and error-years of both big mistakesand great success. The really great direct marketing copywriters often don't work for advertisingagencies. The preparation for becoming a great copywriter is a lifestyle. you're going to readaboutmany of thoseexperiencesthroughoutthis book.Ironically. Ben Suarez.Even as I look back at my advertising. T4 - . You'11 able to avoid many of the be pitfalls and mistakesI made climbing my way up the ladder and you'll understand why thesemistakeswere indeedlearningexperiences.you are alreadywell on your way.

New Technology Required Powerful Presenfotion This new technologymeant that you could glance down at your watch and. integratedcircuits. most digital watches had liquid crystal displays.Texas. "Why didn't somebodythink of this radioactive materialfor watchesbefore?" was my next question. pausedfor a secondand then "We haven't had the technologyto sealthe radioactivemasaid."ur sitting in the laboratory of the SensorWatch Comand learning pany in Dallas.At the time.looking througha microscope how a new digital watch was designed. The engineerlooked at me. The Sensor770 was very expensiveto make and sell. gold-platedin every integratedcircuit. and in order to seethe time. So I knew that I neededsomethingthat made the watch I was selling really different and special. It's part of the technology.On the new Sensorwatch. in an instant'tell the time-even at night-without pressingany buttons. capsulewithout it leaking out until someterial in a transparent 15 . you had to pressa button to illuminate the display. continued.It had beentwo days and I was The conversation still delving into every aspectof this new digital watch I was planning to introduce. the display glowed constantly. that was placed in a thanks to an inert but radioactivesubstance small flat capsulebehind the display. everythingI could about producedand assembled. "Why quartzcrystals and oscillator circuits. "They're are all the contactsgold-plated?"I askedthe engineer.Specific Knowledge $$$$$hapter2 I . I still hadn't reachedthe point where I of could write an ad on the advantages the new product.' was the reply. on I was becoming an expert on digital watch technologY.But I felt that therehad to be a powerful way of presentingthe product and I still wasn't comfortable with what I had.

"I am an expert or have learnedenough to be able to effectively communicatethis product to the consumer. t6 . there is no way you could completely sealthe capsule. but knowledge of my cusI tomer.Without the laser. sometimesit can happen in a few hours and sometimesit may take weeks. ham radio operator I and photographer.The concept was clear. Say to yourself." The story told of how the watch was made possible thanks to a laser beam and how its new technology benefited the consumer.The laser is what seals the capsule. You Musf Become qn Expert You needto becomean expert on a product. serviceor anything you write about to really be effective. was the type of individual I had to sell productsto becauseI was as gadgetorientedas the personI was trying to appealto.Sometimesthis can happen in a few minutes. And the ad headline that I wrote for the new Sensor Digital Watch was. I myself was my typical customer. This time it took a few days of patience along with specificknowledge.I'm a pilot. When I had reachedthe point about the laser beam sealing the capsule. There havebeentimes when I simply looked at a product or serviceand cameup with the big idea from my own past experienceor specific knowledge in a particular category.Remember. But it took a few days of very intensive learning and study before the concept emerged." That was all I needed.body developeda technique with a laser."That's what we mean by "specific knowledge.That single conceptresultedin millions of dollars in profitable salesfor the digital watch.I knew I had found that unique headlineconceptthat made the watch standout from the rest of the competition.Becoming an expert means learning enough about a product to obtain enough specific knowledge so you can communicate the real nature of what you are trying to sell. "Laser Beam Digital Watch." This doesn't meanthat you haveto learn everythingthereis to know about a subjectevery time. alreadyhad not only vast knowledge of the gadgetsI would sell in my business. as well.

Howard was an insurancesalesman from Chicago who bought his first calculator from me from an ad I ran rn The Wall StreetJournal. but I don't really believe in insurance. In addition to knowing your product or service. Every once in a while Howard would clip out an article on calculators from a local paperor an article from some magazineon somenew gadgetand sendit to me with his card. I appreciate the offer. Let me cite a good example. you must realize one more thing. Howard would stop by every once in a while and buy more calculatorsas gifts for his better clients. After that.I should buy insurance."was my standardreply. I met Howard Franklin."You want to protect your family because anything ever happenedto you. But if it is your assignmentto write copy for a product or servicethat you really don't have a feel for. Howard stoppedby and said that sinceJS&A was a growing concern. what excites you and what you yourself would expect from a company selling you a product.Back when I first started JS&A in the basementof my home. Howard 17 . One day. There is a specific way that each product should be presentedto your customer. In short. then you have a greatdeal of studying to do to make sure you understandwho your customer is and what motivateshim or her. You Musf Underslqnd q Producf's Nqlure And even if you understandyour customer and understand your product. You may already be an expert by virtue of being a typical customer.you've really got to know your customer. But Howard was a good salesman.You Must Know Your Cuslomer Too And that's anotherpoint.And everv once in a while. Howard. You've got to be an expert on who your customeris by gatheringspecific information on whom you are selling to. He loved his calculator and stopped by one day to buy a few more of them. there may if be quite an estate and lots of taxes to pay before your family would reahzeanything. You know your likes and dislikes." "Thank you. the product has a nature of its own and it's up to you to discover what the nature of that product is in the mind of the consumer.

" I had finally made the plunge. When it came time to buy. stoppedby and picked up a calculator and again dropped the comment. And only when there was an immediate experience that hit close to home would I seethe value of insurance. who shouldsell it to me and who was a good friend and customer. are you going to leave your wife and kids in financial disaster?"That would never sell 18 1I .It took an event close to home to make me take action. Was it Howard's salesmanship? Was it his persistence? Maybe.I looked out the window and within a few minutes. when you die. I appreciate advice."was my typical the comment. but the point concernsthe natureof a product. Joseph Sugarman."Joe.I soon rcahzedhow to sell burglar alarms and becameone of the largest burglar alarm sales companiesin the country. "Howard." "Thanks. For example. But I reahzedfrom that experiencea really effective way to sell a whole series of products.Howard succeeded because he had planted enough seedsin my mind for me to reahze what insurance was for. would know. protecting more homesthan any other company. Howard. Then one day I hearda sirenin front of my next-doorneighbor's house. "Joe. I knew that to scarepeople into buying a burglar alarm was like Howard coming into my basement and saying. remember our many discussions insuranceand protectingyour on family and stuff? Well. Every product has a natureto it that you must understand to be successfulwhen creating a marketing concept behind that product. I think that we should sit down and work out some sort of program for an insuranceplan for my family and me. The next day I called Howard on the phone.He was only in his 40s.I went through the experience and I responded. He had died that morning from a massiveheartattack. my neighbor was being carried out of his home on a stretcher with a white sheetover him. I was 36 at the time. from the insuranceexperience. Someof the implicationsfrom this examplewill be referred to later in this book. you shouldreally have insurance. The alarm was called the Midex and my thoughtswent back to Howard as I createdthe ad. only I.

So when I wrote the ad on the Midex burglaralarm.And despitethe fact that many of the just a few months electronicproductsof the time were obsolete after they were introduced. the first time I really needmy alarm to work may be the only time it would be called upon to work. statistics I reahzedthat if I were to buy a burglar alarm. The secondthing that would be importantto me is the ease of installation.He was quotedas saying.I made on sure that I spentseveralparagraphs the reliability of the product and the testingeachunit went throughbeforeit was shipped. then called and placed their order.The first thing I would insist on is that it worked." alarm.Nor would a similar techniqueof quoting crime work to sell burglar alarms. and I'd want to make sureit worked flawlessly. there were enoughpeoplewho wanted a unit when they saw the ad to earn us a nice profit. to warning me in my basement get insurance All I did was rcahzethe natureof the productI was selling. I would look for one that really made sensefor my situation. recentlypurchased Once I had a needfor a burglar alarm. Scqre Tqcfics Don't UsuollyWork customerwith crime Never did I try to scarethe prospective statistics.we managedto run our ad for over three yearsbefore salessloweddown. threatened We receivedmany ordersfrom peoplewho had cut out the they ad and put it in a file. When indeed they were threatened.bring out the points that were importantin the productto the consumer and then wait until the consumersaw the ad enoughtimes or was close enoughto home before he or shebought. Perhapsif my neighbor was robbed or crime in my community was on the rise or I had somethingexpensive. for And I used astronautWally Schirra as my spokesperson the "I'm very pleased with my unit. It would have to be so easy to install that it wouldn't require any outsidepersonstringing wires all over my house. but we also received orders months after we stoppedrunning our ads. I would first have to recognrzea need for one.After all.It would look as ridiculous as Howard screamingor I because may die.me insurance. Fortunately. I haveone other exampleon the importanceof becomingan expert on the product you sell by gaining specificknowledgein t9 .

Truck drivers responded buying citizens band radios to communicatewith each other. was so small that it could easily slip into It pocket.But Mike then pointed out that the unit had an integratedcircuit-it was one of the only units using this new type of technology and it indeedwas smaller than any of the other products on the market.Soon CBs becameso popularthat the averagemotorist startedbuying them and a whole new fad emerged in the U. "What frequenciescan you broadcaston and what a shirt is the power?" I asked. who showedme a new product. During the early stagesof the fad. I was attendingthe Consumer Electronics Show in Chicago when I bumped into Mike Weschler.S. As a ham radio operator. This was of my general knowledge. The lower speedlimits really affectedthose 18-wheellong-haul truck driby vers.order to write outstanding copy on a subject. I then becamesomewhatof an expert on it. "Joe. where I had to learn the Morse code at 13 words per minute and a greatdeal of technical information before passing my operator'stest. governmenthad imposed a reduced nationwide speed limit of 55 miles per hour to conservefuel. So I wanted to experiencethe fad and I decided to get a CB radio.S. the U.moviesand a varietyof products were created to caprtahzeon it.You could get them at anyRadio Shackstore. It happenedin 1975. The truck drivers would travel in caravans and truckers aheadof the caravanwould signal if there was a "Smokey" (police officer) in the area. The CB units themselves were in such demandthat you couldn't even get one without a wait. There was a lot lessto masterwith CB than therewas with ham radio. and thieves were stealing them out of cars and turning a very hefty profit reselling them.calling on my knowledgeof ham radio." The Product Wqs Nof Unusuql I looked at the small sliver of a product he handed me and reahzedthat a small walkie-talkie was no big deal.-a fad so big that songs.a salesman. The product seemed a little more interesting after Mike explainedits features. 20 . Back then. here is a miniature walkie-talkie.I knew of the fun in radio communications and the advantages having a unit in my car.right at the startof the CB boom in the United States.

It was a huge success fully generalknowledge combined with the specific attributableto my knowledge of the unit and the discovery of that unique feature that might have been overlookedby somebodyelse. isn't 27 megahertznear one of the CB frequencies?" "Right. there is not that much radio traffic on channel 12. I took the unit.000of them at $39. Mike. Realize how important it is to know your product and know your customer. called it a PocketCB and sold and over 250. It's normally reserved for rather sheepishly if I had disas walkie-talkies. "Mike. 2l .One takes a crystal for any of a number of frequenciesand the other would be permanently set to a frequency around 2l megahertz."Mike answered covereda fault with the unit. "No."The unit has two frequencies." And indeedit was.It is this specific knowledge that will make a dramatic differencein your ability to communicateyour thoughtsin copy. It's channel 12 but don't woffy." I looked up at Mike as he was demonstratingthe unit and asked him.95. I think that will turn out to be an advantage.

I used my computerwith greatsuccess. Many were well thought out before I put the first word paper and they flowed out with hardly a correction. Copywriting is simply a written form of communicating facts and emotions.And it was one of the few ads he ever wrote. Practice 3 On" of the first things I would ask my seminarstudents to think about was the definition of good copywriting. Practice.GhaptenPractice.It is a mentalprocess.There is no best method-just what works for you.And other times. My greatestads were written during a variety of circumstances. Some copywriters will tell you that they just sit down and start writing. SometimesI would sit in an airplaneandjust write from takeoff to landing and come up with greatcopy. 23 . It's All q Mentql Process The bottom line for all theseapproaches that copywriting is is primarily the mental process of first getting your thoughts organrzedin your mind and then eventually transferring them onto paper.But I explainedthat therewas more to the art of copywriting. Some find that sitting in front of a computer does the trick and othersneed somethingmechanicallike a pen and a pad of paper. Somecopywriterswill tell you that many of their greatestworks were well thought out in their minds evenbefore they put them on paper. Is it the skill of being able to accurately words on paper?Can it be taught? put What sort of backgrounddo you needto be a good copywriter? We would then talk about both generalknowledgeand specific knowledge.in one draft and without corrections. Joe Karbo wrote one of the most successful income opportunity ads ever written for his book. just pouredout of It his mind onto a sheetof paper. Other to times they would flow but you wouldn't recognizethe first draft from the last becauseof the number of corrections I made. The Lazy Man's Way to Riches.

Write letters. the emotional outpouring of everything you are trying to convey about your product or service. Pick up a piece of paper and a pefl." Don'l Worry qbouf lhe Firsf Drqft Another fact to reahze about writing copy is that the first draft of an ad is often terrible and the real skill in copywriting is taking that rough draft and polishing it. and start. Sheervolume and experience will do wonders. They were horrible. you'll improve each year.your specific knowledge and your ability to mentally process that information and transfer it onto a sheet of paper for the purpose of selling a product or service. often pointIt's I ed out to my studentsthat if everybodyin the classwere given the assignmentof writing a draft of an ad for a product. In that first draft the goal is to put something-anythingon paper. But I matured and I learnedwith each ad I wrote. I used clich6s"It's the product the world has been waiting for." And my sentencesweren't flowing as they do now. I startedwriting for my high school paper. is to start. change the order of sentencesor even paragraphs.Don't woffy about how it reads.practice. the first draft of my ad would quite likely be terrible compared to everybody else's. Do enough of it over a long enough period of time and I guarantee you.write postcards-just plain write every opportunity you can.Just get it down onto somethingyou can work with like a computer screenor a piece of paper and then go from there.As they say to anybody wanting to make it to CarnegieHall. all part of the copywriting process. You might add words. "Practice. delete entire sentences. In my first ads. 24 - .It is what I do with the copy after my first draft that really makes the difference. To define exactly what copywriting is.It gave me experience and confidence. I look over my very first JS&A direct response and can't ads believe I wrote them. I often presentedthe following axiom: Axiom I Copywriting is a mental process the successful execution of which reflects the sum total of all your experiences.Write articlesfor a local newspaper. without question. That's right.practice.But the best place to start.

add the insights I received mostly from my failures. ])' u )< .l n{ \. .you havenothing.but if your ideas.you would experiences it has indeed been an expensiveeducation.And you're see that about to sharein it.And in this book you will learn some of the valuable techniques to use to expand your knowledge of the copywriting process so you can write copy that motivates people to take an action-specifically to take their hard-earned money and it exchange for your product or service. I will give you can't communicate write copy. and then add the I've had in copywriting and marketing. If you would add up my failures and their cost to me. Copywriting is the key to any successfuldirect marketing venture. you the skills and insights you need to successfully I've already personally taken the most expensivecourse ever..You can have the world's best product or service.

An importantelement and one that is often read. You already understand the importanceof having a broad generalknowledge. Understandthis concept. Don't believein it and you'll fall into the trap that many copywriters typically fall into. I would ask my students define the purto pose of eachelementin an advertisement.Ghapten Purpose of All the Graphic Elements of an Ad 4 The You are now ready to start to learn the techniquesI use to write copy. Headline: To get your attentionand draw you to the subheadline. Photo or Drawing: To get your attentionand to illustratethe product more fully. And you understand importanceof obtaining specificknowlthe edge on a project you are working on.let's look at the CB radio ad on the next page. 3. 2. But what you are aboutto learn in this chapterand the chapters that follow is the specificknowledgeyou will needto understandmy copywriting approachand to becomea top copywriter.believe in it and it will give you a good foundationfor your future writing skills. In these chapters. 4. Copy: To convey the main selling message your product for or service. .which ran from 1975through 1911 The ad has all the .This takestime and is a lifelong quest.I will presentseveralaxioms. Subheadline: To give you more information and further explain the attention-getting headline. This I hope is quite clear from Chapter 2. 5. Each one will be in bold type and each one is critical to your understanding of my philosophy.And to understandthis first axiom.The axiom presented this chapteris very in important and very difficult to believe at first. Caption: To describethe photo or drawing. To introducethe concept. The following is what we finally decided: 1. elementsyou would expectany spacead to have.

The price could be in large type or could be buried in the copy. Logo: To displaythe nameof the companysellingthe product. toll-free number or ordering information. Price: To let the readerknow what the product or servicecosts.A D Subheadline Paragraph Heading Photos & Drawings copy Price Logo ResponseDevice 6. Paragraph Headings: To break up the copy into chunks. usuallv near the end of the ad. ResponseDevice: To give the reader a way to respondto the ad. therebymaking the copy look lessimposing. 7. 28 . 8. by using the coupon. 9.

"What about the headline? to Isn't it supposed have a benefit.They thought that each of theseelementshad its But I own reasonfor existence. the attractive There are plenty of elementsthat can draw your attention before you start reading the copy. . Don't is to get you to read the first sentence. they are there was saying. At this point. the paragraphheadingsscattered graphic and typographic presentation. be 16 words long and what about . "No. Just rememberthis axiom." I know what you're thinking. by using effective After they clearly understood each of the elements that comprise a direct responsead.read the subheadlineand then glanced down to the name of the company selling the product. When you were first attractedto the ad you might have looked at the photo at the top of the page or the other photos. You may have read the captions to both the pictures and the sketchesand you may have noticed the toll-free number indicating that you could order the product on the phone. When you looked at the ad overall.Just acceptmy word at this point that eachelementhas a single purposeand that Don't questionme." Stop. ffi-uenoutnr strictly for the sole purpose of getting you to read the first sentence. 29 Each element should lead you to theftrst sentence. I then told the classthat there is a singular purpose for all the elements in an ad-a purpose so important that it constitutesone of the essentialconceptsin my approachto copy. Here it is: 2 Axiom Atl the elements in an advertisement are primarily designed to do one thing and one thing only: get you to read the first sentence of the copy. But one of the most important axioms you will learn for becoming a gteat copywriter is my secondaxiom. jump to any conclusions. . Overall Layout: To provide the overall appearance the graphic design for the other elements. there was usually a confusedlook on the faces of my students. ad. you may have noticed about the layout and the layout.for 10.You might have then read the headline. .

integrity of the company selling the product.But if you'll openyour mind andjust acceptwhat I tell you. 30 ." or you could answer.This meansif somebodyasksyou. 1loucould answer. If somebodyaskedyou for the main purposeof the logo in "to establishthe corporate an advertisement. you'Il be amazed the changein at your results. you will eventuallyrealizethat what I am sayingis correct.just take my word for it now and let me prove it to you later in this book. Really.'A subheadline designedto give you more information and to further explain the attention-getting headline. have patienceand I will prove it to you. when you realize this and start writing with this in the back of your mind." is Neither of the abovereasons as important as the fact that is the subheadline designedto get the readerto read the copy."But the real answer is to get you to read the copy."to provide a degreeof continuity. If you don't believe it.But like I said. "With the Sugarmanapproachto copywriting.Most importantly though. what is the purposeof the subheadline in is the ad?" don't answer.

. of course. Hatsoff to IBM. Each sentence so short and easy to read that your reader is startsto read your copy almost as if being suckedinto it. and so interestingthat your readers-every one of them-will readit in its entirety?The answer:Make it short. a It's easy. chances that he or shewon't are read your secondsentence.isn't it? And if the first aboutthe first sentence? sentenceis pretty important. The amount of commitmentand energythat the train must exert is monumental. the next few feet becomeeasier and fhe next few eveneasier. Oncethey haveyou suckedinto reading the copy and you turn the page to read the rest of the article. then what we are really talking about is reading the first sentence. It hadto happen.5 Chapten Sentence lf the purposeof all the elementsin an ad is thereforeto get you to read the copy. what do you hope that the person who looks at your ad does?Readit.When the locomotivestartsto chug from a standing start. It's you against computer.aren't we? What does this tell you Pretty important. are Sometypical onesmight be as follows: Losingweightis not easy. notice that all If you look at many typical JS&A ads.:. But once the train startsto move. so simple.So it is with copy. is Now if the first sentence so important.tli l. Think aboutthe analogyof a locomotive.what can you do to make it so compelling to read.you'11 of my first sentences so short they almost aren't sentences. They start an article not with a very short sentencebut maybewith very largetype.If the readerdoesn't readyour very first sentence. it really works hard.i i:ir :iil illlri rll Mogozines Use ThisTechnique Many magazinesuse a vanatton of this technique in their articles. T '' l.

of course. And if they are.You probably figured this one out already anyway.but if you lose sight of the fact about that your sole purpose at the beginning of an ad is to hold that reader's attention at almost any cost. Now it's up to the author to keep you reading and turning the pages.you notice that the typeface has gotten smaller. The only purposeof thosefirst Of few sentences an advertisementis to get you to read the folin lowing sentences.No long multi-syllablewords. If all the elementsare designedto get you to read the first sentence an ad."impossible. 32 . then what is the pu{poseof the first sentence? in "convey If you guessed." Nothing more."to get you to read the third sentence.And for those of you who missed that last answerand I askedyou what the purposeof the third sentence was and you answered. In an advertisement. a benefit or explain a feature."The purposeof the first sentenceis to get you to read the second sentence. then you may lose your readerfor lack of interest. I Was there any mention of benefits?Or product description? or unique features? coursenot. So your first sentenceshould be very compelling by virtue of its short length and easeof reading. think you've got it. sweet and almost incomplete so that the readerhas to read the next sentence. The purposeof the large type was to get you into the article and it worked. you may at one point have to start talking product featuresor benefits. True. Keep it short. How could a short first sentencedo anything more than get you to read it? The correct answeris. then you've got to really grab and keep them." you would be absolutelycorrect."to get you to read the fourth sentence. But that's OK.Thereforewe have the third axiom: Axiom 0 The sole purpose of the first sentencein an advertisementis to get you to read the second sentence."congratulations. The Purpose of ihe Next Senfence Now if you're startingto get a feel for my approachto copywriting and I askedyou what the pu{poseof the secondsentence is and you answered. you've got a lot going against you unless the readersare genuinely interestedin your product. nothing less.

I've tried putting the salesmessage at the beginning of an ad. Make that first sentence easy so to read that your reader is almost compelled to read it.What about making the sales pitch at the beginningof an ad?This is certainlypossible.but then it is often not very effective. My most successful ads have followed this format. with very few exceptions.Just compare the situation in our ad example with a salesperson selling somebodyface-to-face. then your chancesof having that readerget to the real salespitch are very remote. I've tried using every trick in the book to prove my theory wrong and have failed at each attempt.If the first few minutes of the salespresentationput the prospectivecustomerto sleepor if the customerstopshearing the presentationand walks away. If you grasp this.So in copywriting as in selling. has if your reader is not riveted to every word you write in the first few sentences. 33 .of course. Just rememberthat the sole purposeof all the elementsof an ad is to get you to read the first sentence.that salesperson lost everything. you've got an awfully good start and a greatunderstandingof copywriting and the persuasive process.

At noon at a very fancy restaurant 2. Any of the four abovemight be an acceptable The correct answeris 5.I usually stop 35 tu . After work at the prospect'shealth club while working out with him. Yes. is "in the enviNow if the correctanswerfor the salesperson ronment best suited for the selling activity.Let me cite an example. If the product has somethingto do with parentsand children. The product you are selling is very expensiveand you'll need at least one hour to explain and properly sell the product.and you must pick one." it is true in print advertisingtoo." If the product is a piece of exerciseequipment. 5. 3. The choicesyou have are as follows: near the prospect'soffice. Why? Becausethe correct answer "Which is the best location?" is simply "in the to the question best selling environmentfor what you have to sell.the health club might be perfect. but let me cite anotherexamplebefore we discussprint advertisingenvironments.In the eveningwith the prospectat his home while the prospect baby-sitsfor his three children. You've beengiven a choice meet the prospect.$ Creating the Perfect Buying Environment Ghapten Besides holding the reader's attention. You're a salesperson in of environments which to prospect. The Honolulu Experience I was in Honolulu after a trip to the Far East. After lunch in the board room at the offices of the prospect. choice. A. and you need to sell a Picture this. 1. there is another important function we are trying to accomplishin the first paragraphs of an advertisementand that is to create a buying environment. at home with the prospectand his children in the eveningmight be the perfectenvironment.

I eventually sponsored the artist. I expectedthe pricesto be high. When vou establishthe readins momentum at the 36 . I stoppedto look into an art gallery and saw a painting of scenes from outer space. It didn't take too long before a well-dressedsaleswoman noticed ffie. turnedup the classicalmusic being piped in through loudspeakers dimmed the lights leavingtwo spotlightsfocusedon and the painting." At that point the lady said.and sold his paintingsand prints throughJS&A. We entereda large room. "Pleasefollow me. "Beautiful painting. "Very nice." I nodded. I personallyendedup with 50 of his paintings.I Since JS&A was known for selling space-age thought that the painting would fit very nicely in my office." as shelifted the painting off the wall and walked towardsthe back of the large gallery. walked over and asked if I needed assistance. In the middle of the room were three very comfortable easy chairs all facing the front of the room where the salesladymounted the painting on the wall. products. "It really looks great. Mark Rickerson.The vibrant colors. isn't it?" she asked.at Honolulu to recover after traveling so long and so far and over so many time zones. carpetedfrom floor to ceiling. As I was walking down one of the main streetsin Waikiki. Poinling Looked lncredible I must admit that the painting looked incredible. That lady and that gallery had put me in such a focusedbuying mood by creating the perfect environmentfor selling me that painting that I almost bought it right there and then. By the way. The gallery looked like it sold expensivepaintings. I followed. and the nice feeling I experienced from hearingthe classicalmusic put me in such a buying mood that I was ready to reach into my pocket and pull out my credit card and buy the $2. I walked into the gallery noticing how very elegant it looked and saw the paintings neatly displayed on the wall. the quality of the art.In short. Once you realtze the importanceof settingup a buying environment.000painting.you'll know that it must be done in the early stages an of advertisement. She then went back to the entranceof the room.

Yourcopy has to put the prospectinto a reluxed buying environment. ffiy graphic and copy approachwas upscaleand conservative-just what you'd expectfrom an expensive gallery. I would make the ad look like a typical discount ad.However. You'll see exampleslater of how to establishthe buying environmentas you establishthe momentum.if I was sellingproductsat a discount.a club that sold refurbishedbargains. you can. 37 . And conversely. ::li :jii j'lrl You Gonfrol the Environment As a writer of direct marketing. So for selling products through Battram Galleries. The environmentyou chooseis createdin both the graphic elementsand the copy. the collectibles company I formed. The JS&A ads all had a uniform. it really isn't. start of an ad. Unlike the salesperson who may or may not be able to create the ideal selling environment. And unlike the salesperson who sometimes can't control the environment. Since you are creating your own environment in a print ad. well-organizedformat that seemedto be the perfect environmentfor all my space-age electronic products. you can createyour own. you have control over the environment.I would use big type for my prices and lots of busy graphic elements. Common sensewill dictatethe rest.when I presented Consumers my Hero concept. the choiceof words and the level of integrity you convey. You wouldn't expect to buy an expensivepainting from an Army surplus store and you wouldn't expect to find much of a bargainat Tiffany's. The salesladyfirst had to get me into the store and then slowly get me in that room to put me in the ideal buying mood. would present if I myself in an environment that showed class and refinslnsnfthat exudedconfidenceand trust. For example. If this all soundshard to do in print. it was to createa better environmentfor a specific product I was selling. but when I did. had a totally different it environmsnf-sne that was clearly bargain-oriented. you also want to startestablishingthe buying environmentas well. but especially the copy-by the way you phraseyour words. In short. I was selling somethingexpensive.you havetotal control over its appearance.I rarely deviatedfrom it.

comesfrom understanding It the nature of your product or service.you are creating an environmentjust as surelyasthat art gallery was drawing me into that back room.but to feel comfortableand be in a buying mood in that environment. And while the readeris reading. The environment is critical in getting a prospectivecustomer into the buying mood.photos. let's take time out for a little lessonon personalsalesability in general. Greater understandingwill come as you read this book. etc. And the next sentence and then the next. Axiom 4 Your ad layout and the first few paragraphs of your ad must create the buying environment most conducive to the sale of your product or service. you attractthe customer'sattention(the headline. To understand how we get the readernot only to read.And to createthat environment. But for now.you can do it all simply in the copy of your ad.in the next chapter. 38 . reahzehow important creating the buying environment is to eventually selling your product.logo. So now we are ready for the fourth axiom.) and then you've got to get the personto readthe first sentence by making it so simple and so compellingthat the readercannothelp but read it.Unlike a store where you spend thousandsof dollars to create an environment. Creating the ideal buying environmentcomesfrom experience and the specific knowledge you get from studying your product and potentialcustomer.

my father sent me to New York City to run the branch office of his printing equipment company. York I would stroll down Broadwayand visit small auctionshops locatedright on Times Square. and bought everythingI could on sellI went to bookstores ing.He was having financial difficulties and I was happy to help him out since I wasn't getting as much out of college as I had hoped.CcccchapterT Resonating with the Reader Wh"n I was only 20 years old. pick up specificknowledgeabout selling the equipment. through experience.I had the highestscorein a category . Wonderful Sqles Technique These small auction shops would prey on unsuspecting observersby appealing to their greed.so I set out to preparemyself.The salestechniques were wonderful to watch and I spenthoursjust observingthem and human nature. knew that he me expected to eventuallyhelp him sell his equipment. Then I would go back to my small apartmentand read more 20books on selling.It wasn't easyfor a young. In the preference testsI took in high school. Selling was somethingI was suited for. ConsolidatedInternational. The shop's proprietor hook one to would auctionoff what appeared be terrific bargains. The biddersendedup buying junk that wasn't much of a bargain. of the prospectivebidders in the audienceand create a buying frenzy that plenty of the onlookerswould get suckedinto. I took an interest in salesmanship. I dropped out of college and while in New York.I could for be an effectivesalesman my dad. too young to sell his expensive I equipment.I thoughtthat if I could becomean experton selling in generaland printing equipment in particular and then. inexperienced year-oldto sell expensive and complicatedprinting equipment. I read every book available at the public library-all to And during that year in New becomean expert in salesmanship.

you have to get the attention of the prospect. which also apply to selling in print advertising.First. you configure the physical environment to be your selling environment.Y8?! of the most important apply very directly . you've got to Y*! ' (( get the prospectivereader to start saying ))t yes.you've got to make statements that are both honest and believable." "Yes. That certainly makes senseand is related to the headline of a print ad." My careerin advertisingcould havebeen predictedevenback in high school." Some of the really significant lessonsI learnedin New York were the stepsin selling a prospect.Let me review the procedure. The buyer must believe that the seller knows his product.Mr.Then comes the salespitch or the copy in a print ad. The first thing you do in selling is to set up the selling environment. There are many methodsfor creating this harmony and two YEP!. Mr.) 'oI see. Secondly.or the persuasive salesmessage won't come throush. called 'opersuasion"and another high score in "literary. Once you have the prospect'sattention. the salesman has Mr. to spaceadvertising... Jones saying yes and t\ 40 ." (At this point. Second. "Nice day."Yes.That's clear. Whether it be a private room in a gallery or a car dealer's showroom. ouR HOW AOOUT NOWTHAT \OULIKC OROERIN6 fi? Get the customer to nod in the affirmative and agree with you.This is similar to the subheadlineand the photos and captions. for when you think about it. Jones.FRoeucr. I do. The first is that the buyer must like and developconfidencein the seller. Jones. the seller has two thoughtsin mind. Jones then answers. Next. print advertising is nothing more than "literary persuasion.that you keep your car very clean. During this activity..the seller must somehowrelate the product to the buyer and the buyer's needs..the next step is to introduce yourself and say somethingthat will keep the attention of the prospect." (It is a nice day.There must be a harmony struck in both the buyer and seller. Let's cite an example.A car salesman says. the statementis truthful and the customer answersin the affirmative." Mr.But the buyer and the seller must literally vibrate together.

nodding his head.) "I see, Mr. Jones, that since you now own a Buick and we sell NaYgS \ Buicks, you probably could use a new one?" I Vpcn , U LJA| "Yes." (The R . resl salesmanasks a rather obvious question and Mr. Jones,nodding, replies in the affirmative.) "May I show you one of our latest models with improvements over the model Getyour reader you currently own?" "Yes." (The salesman "Yes." to sav once again says the obvious to get a yes answer and the harmony continues.) In short, you try to get the customerto nod his head in the affirmative and agreewith you, or at the least,you make truthful statements which the prospectknows are correctand would concur with. Make sure that the prospect does not disagreewith something you're saying. If for example the salesmansaid, "Could you use a new Buick?" and the customersaid "No," the sale would have taken a bad turn right there and the harmony would have been lost. In a print ad, the reader would have stoppedreadingand turnedthe page.
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ME5,

Hqrmony Is the Key
The momentyou get the readerto say "No" or even"I really don't believewhat he is saying" or "I don't think that relatesto me," you've lost the reader.But as long as the readerkeepssaying yes or believeswhat you are saying is correct and continues to stay interested, you are going to be harmonizing with the reader and you and the readerwill be walking down that path towards that beautiful room in the art gallery. To show you a specific approachto this method, let's take an example from an ad I wrote for one of my seminar participants. Entitled "Food Crunch," it offered dehydratedsurvival food. on occasion, when one of my students wrote a good ad that did not succeed,I would help him or her by either suggesting minor copy changes sometimes or rewriting the entire ad myself if I felt I had a betteroverall concept.The first ad, by John Sauer, was written right after our major fuel crunchin L9i3, when there were lines of carsat gaspumpsthat had little or no fuel to pump. The ad is shown on the next page with my ad above it. John chosethe conceptof insuranceas the best approachin his ad. I

4l

FOOD GRUNGH
th€ We'uoall experienccd luel sh0rtage and mo3l ol us ilofo unPrElared. Will you be prepared lorlie lood rrumh?
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42
E

Look what Cycle magazinedid to create the perfect harmony with me when they tried to get me to buy media in their magazine.They created a knockoff of my ad format and sent it to me with a copy style that resembled mine. Of course it could have backfired if I was upset that they were copying ffie, but they also knew that I would quickly rccognrze the format and the effort they were making to land me as a customer and that I would respect their creativity. Indeed I harmonrzed with their effort and bought some spacein their magazine. Another illustration of this concept is in the ad I wrote trying to appealto bargain hunters for a company called ConsumersHero. After a few sentences copy read as follows: the
This is the ad that Cycle magazine creutedus a sules tool to harmonize with JS&A and convinceas to buv.

Inflationis stealing purchasing Consumers beingrobbed. are our power.Our dollarsareshrinking value.The poor average in consumeris plundered, robbedandstepped on. If you were a consumerlooking for bargainswhen inflation was skyrocketing, during the yearswhen I wrote this, you would very likely be in harmony after that brief paragraph. I used words that the consumer could relate to. I spoke in the consumer'slanguage. I once had a top-producing salesmansay to me, "Joe, I really admire you. I can sell anybodyon a one-to-one basis.Put me up againstthe toughestcustomersand I'11melt them down and sell them. But you have the ability to do that on a scalethat dwarfs mine. When you sell, ]ou manageto duplicate yourself and sell millions of people all at the sametime." And that's what is so incredible about selling in print. You can duplicateyourself on billions of pages. You've got to be able to reproduce a selling job in print that will harmonize with the consumer,and then you've got the essence a powerful tool that of will bring you rewards for the rest of your life in all forms of communicationwhether they be in print or on TV or in any of the new electronic media of the future.

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So our fifth axiom is simply:

Axiom E

Get the reader to say yes and harmonize with your accurate and truthful statements while reading your copy. Now you have the basisfor anothervery important principle in writing effective copy.

44

I Chapten

SlipperySlide

Everyelement mustbe so compelling that you find yourself falling down a slipperyslide unableto stop until you resch the end.

By no* you have learned several very important points about copywriting. First, you learnedthat you have,in your life, experiencedgeneral knowledge through your actions, circumYou have alsobeengiven the tools to oband personality. stances tain specific knowledge,such as the ability to inquire, read and research.Then you learned that practice is a great teacher-that the more you write, the better you get. And finally you learned that copywriting is the mental processof transferringwhat is in your head onto a sheetof paper. Then we got into the pure Sugarman stuff. We learned what most people think elementslike the headline and captions do for a typical ad. And then we learnedwhat I believetheir primary purpose is: to get the reader to read the first sentence. we And if you remember, said that the sole puris pose of the first sentence to get prospectsto read and that the sole purposeof the the secondsentence is secondsentence to get them to read the third and then the fourth-all while you are building a selling environmentfor the saleof your product. We also comparedthe selling processin print to does. You what a live and in-person salesperson learnedthat ideally,as your readerstartsreading your copy, you get the readerto startnodwith everythingyou say. ding in agreement So now the reader is reading your first is few sentences, feeling comfortable in the environmentyou have createdand is nodding in agreement.Now comes the critical part "slippery slide." called the Picturea steepslide at a playground.Now picture somebody putting baby oil or greasealong the entire length of the slide

the of Traffic is strictly the numberof peoplewho get into your copy. Picture yourself now climbing up the ladder. Creatingthe slippery slide will causepeople to "traffic" your ad-to go through the entire text of your ad and then decide if they want to buy.But the traffic generated thesestorescan only be comby paredto the peoplewho actually read your copy. that I wanted to write you and complain. you try holding on to the sidesto stop. "I am a busy scientist.When I startedreading your ad.was not interestedin the subject.That's why some of the greatest magazineswith the largest circulations do not guarantee success your advertisement. The lady who sent me the typewritten letter told me that she had no need for a thermostat.Any shoppingcenter that can draw increasedtraffic will have increasedsalesfor its stores. The headline must be so powerful and compelling that you must read the subheadline.including the side rails." As a copywriter.shejust scansthrough them. maybe you won't sell every one of them but you will sell a good percentage. she went on." I mean falling down the slippery slide all the way through to the end of your copy. sitting at the top of the slide and then letting gravity force you down the slide. and the subheadlinemust be so powerful that you are compelled to read the first sentence. As you start to slide down and build momentum. and the first sentence must be so easyto read and so compelling that you must read the next sentenceand so on. rarely reads advertisements when she does. and But. I wasted five minutes of my valuable time reading the entire thing and I was so upset at the complete waste of my time. but you can't stop.When I say "get into. If you can get the majority of the people who scan a magazine to read your ad.You continue to slide down the slide despite all your efforts to prevent your descent. I couldn't have gotten a more complimentarycomplaint letter. 'Traffic' is a good word in retail selling. The Force of "Reqding Grovily" I once receiveda letter from a readerof ScientfficAmerican magazinein responseto one of our ads on thermostats. Every element in an advertisement must causethat slippery slide effect. straight through the entire copy to the end. This is the way your copy must flow. 46 - .

of coursethe rest of the ad told of how we discovered a few nice points and then a few more and then some really great fea_ tures and finally decided that this was one great product."And whenwe lookedfor the orgiiurreadout. it hadnone. almost It madeu. to tearit apart.tid".ou'rereading the above ad."yuck.ry . You're curious.i. when we first sawthe Magic Stat. The copy startsout with the following headline. an ugry caseand a stupidname.For instead ffyin. there is a great probability that he or she will read the entire ad. sarcastic and skepticalcompanyex_ ploring the possibility of selringa product that we were not very impressed with.re starting down the slippery slide unable to stop. The tone of the ad was one of a flip." going wha a great ii.s start with that." we tooli onelook at theplastic case andsaid. copy: You'reprobablyexpecting typicalsales our pitch.ve got them starteddown the slipp.'. In fact. Now if y. so once you. Unmercifully. At the end of the ad. so let. you.So beforethe salesman evenshowed how it us worked.k.I re_ ferred to the thermostat ad above. 'oHow cheaplooking. but get readyfor a shock.way we hated Subheadline: the the Magic Statther_ mostatuntil an amazing thing happened. . Picture caption: It had no digital readout.ve grabbed your readerat the start of your ad with your perfect environment and once they're readingygyr compelling first sentence.Creating the slippery slide effect is not that difficult once the readeris well into your copy.what's the gimmick? The environmentwas set by the very clean layout. we finished with: 47 .you might find yourself ieading the copy even though you have no intention of buying a thermo_ stat by mail. Slippery Slide Exomples Let's look at a few examplesof the use of the slippery slide in some of the advertisingI've written through the years. subheadline and first two paragraphs: Headline:MagicBaloney you'll love.we weretotally turnedoff.we took one look at the name andwent. it's been proven that if a reader reads over 25vo of your ad.'to tell you oI t productthe Magic stat thermostat *-. you.

After helping companiessuch as Magic Stat for the past severalyears. called lt's That's right. I thought it was time to launch my own product through my own company insteadof everybodyelse's products throughtheir companies."we just sold our companyfor $20 million to Honeywell." 'And by the way." cept. the company would have never even gotten off the ground. That single ad ran for over three years and not only generated large volume for us but propelled the Magic Stat people to become one of the major thermostatcontenders nationwide. Picture yourself scanningthrough a magazineand coming acrossthe following copy: Headline:HOT Subheadline: newconsumer A concept you buy stolen lets merchandise you'rewillingto takea risk.But we surewish thoseguys at Magic Statwould have named their unit something moreimpressive. "Had it not beenfor we JS&A. after three years of promoting their product." It was this small incident that planted the seedsfor the creationof BluBlocker Corporation-the sunglass companythat I launchedalong with the help of my operationsmanager. Maybesomething like TwinkleTemp. From now on. Our first BluBlocker ad appears later in this book in Chapter33. Well.stealing! 48 - . 1louhad to startreadingthe copy. How could you help but not? Copy: We developed excitingnew consumer an marketing con"stealing. Finally.' he added. called Consumers Hero. if you're like most readers. Mary Stanke. you'll be dealing with their national salesmanager. if Highlighted copy block: Impossible-to-trace Guarantee-We guarantee that our stolenproductswill look like brand new merchandise without any traceof previous brandidentification or ownership. I receiveda call from the owner of the company thanking me for the wonderful salesand awareness createdfor him. Another exampleof the slippery slide theory is in my ad for a companyI startedthat sold bargains.Beautyis only skin deepand a namedoesn'treally meanthat much.

You've been in my store. )ou are in my slide. you've read the entire ad. recycle"lousy rotten" garbage we into super new products with five-year warranties. I often will start my copy with a story or even pick up a piece of news .heformsconsumer tries groups.which was our plan to take defective merchandise. one of the paragraphs near the end of the ad summedit up beautifully: So that'sour concept.our dollars areshrinking value.So a major axiom of mine is simply: to "] . once you startreadingthe headline.which forcesyou eventually down to the first sentence. our ideawasto stealfrom therich companies giveto thepoorconsumer.And then I take you all the way to the bottom of that slide so beforeyou know it. work hard and We andmakea glorious profit. Inflationis stealing purchasing our power. you couldn't help but buy. I took you into my private room and gave you a demonstration my productin an environment of that was so compelling.one of the most importantelements in creating the slippery slide is the start of your ad copy.repair it and then make it available to the consumers through a club that cost $5 to join. and save our environment maybe..li lllr Axiom I Your readers should be so compelled to read your copy that they cannot stop reading until they read all of it as if stiding down a slippery slide. Newsletterswere sent to members offering the products.look at the facts.First. in Thepooraverage consumer plundered. He in He He looksfor value.And I did it with integrity and honestywhile gettingyou to nod your headas I sold you. fightspriceincreases. So we developed newconcept our around value. The above two ad examplesare but a few of the many I've written through the yearsthat illustratethe slippery slide theory.Now if that sounds bad. As we explainedabove. stealfrom the We rich manufacturers give to thepoorconsumer. lobbies washington. is robbed andstepped on. we'relucky.Consumers being are robbed.makea buck.you entered and didn't get out until you fully examinedthe merchandise I offered you. That's what the slippery slide is all about. and if I then went into the concept. Getting your reader readall of the copy. Sothepoorconsumer to strikeback.

always took care of himself.from a magazine that I feel would be of interest to my readers. Sometrustedaccountant was sentto prison.Johnsonchosea Precor precisionrower. how it stored easily out of the way and why for George selected the product for his primary exercise device. She wanted to help her husbandand suggested pick an exerciseproduct for he his cell-something that was easy to store and could give him a complete workout. One day his boss noticed the large payments being made to the Cashin Electric Company and discovered that the outfit didn't exist. His seven-year gives him plenty of time to exersentence cise. I love the Precor line of rowers so much that I probably committed a crime too. let alone a rower.But his namewasn't Johnsonand his wife nevercalled JS&A to order a thing." Since he was a trusted accountant. Here's why.36 yearsold. Johnsonwas actually typing out checksto "Cash. I then described the Precor rower and how beneficial it was your entire body. 50 ." cashing them himself and then after the checksclearedthe bank and were returned to his company. The story about Cashin Electric Companyis true." pleadedhis wife. "Give him one last wish. Copy: GeorgeJohnsonis in a statepenitentiary for a white-collar crime.But he got greedy. The story is often offbeat. always interesting and a great short story. Here's the copy I wrote based on that article and the very unusual connection I made to the product I was selling: Headline: Last Wish Subheadline: He was a prisoner conflned to a cell block. A good example of this technique is the story about a trusted accountant who was caught emb ezzling money from his company. The copy ended with the following: Before I tell you which rower Johnsonselected.As a company accountanthe kept issuing bogus checks to "Cashin Electric Company" for electrical contracting work. And the prison agreed. have a confesI sion to make. he carefully typed on the checks "in Electric Company" after the word Cash.ate good food and took vitamins. He exercised regularly. Later in the ad I admitted the liberty I had taken with the story out of frustration. who would suspect? WIFE MORE SYMPATHETIC His wife was more sympatheticthan was the judge. Johnson.

But onenight,while I wastrying my hardest figureout a new to getway to share enthusiasm the Precorrowers, started my for I ting a little silly and concocted dumb story aboutJohnson this in andhis interest the rower.Copywritingis not easyand sometimesyou go a little bonkers. I then finished the ad with a selection of rowers and my usual close. In this casethe offbeat article about Cashin Electric Company had nothing to do with the product I was offering but it createda very strong beginning for my slippery slide. The news item could have nothing to do with your product or it could tie in perfectly. For example, I was reading Forbes magazine and in their "Forbes Informer" section, there was an article entitled "Growth Market." The copy read as follows: It lookslike U.S.underwear manufacturers overlooked pohave a tentialgrowthmarket. Accordingto a surveyof 1,000adultBrits conducted London-based by Research Associates, in Survey one tenBritishmenwears same the underpants or threedaysruntwo ning. One in a hundredwearsthe samepair all week.Half the women polled said they kept wearingunderwearafter it went graywith age. I would cut out articles just like the one above and keep a collection of them. And then when appropriate,I would use one of them to begin an ad that somewhatrelated to the news item. For example, I was in England appearingon QVC, the TV home shopping network. QVC has a branch office in England and I often appearedon TV selling my products there. While in the lounge waiting to go on the air, I met a man who showedme a new producthe was presenting called "Scrub Balls." They were simply nine golfball-sizedspheres that you put in your washing machine with your laundry. They sloshedaround scrubbing the clothes to bring out more dirt and make the clothes cleaner and whiter. They also saved on detergent and made your clothes cleaner while using less water. If I were marketing that product in print, I might pull out that Forbes afttcle and start my ad with somethinglike the following: Headline:British Men HaveUnderwear Problem New surveyshowsthat manyBritish men do not Subheadline: change their underwear up to threedays.Someevenas long for
as a week.

Copy: Holy Odor Eaters!Has Britain got a problem.It seems that the men in Britain don't changetheir underwearoften and the survey mentioned above shows that many men change their underwear just once a week. But there'san important questionI'd like to ask you. How often do you changeyours?If you're like most Americans, you change them every day. And as an American, you probably use more detergentthan most Britains. But there is one more surprise that you may not realize either. Americans have a serious wasteproblem. Let me explain. I would then go on to explain how we waste our resources by not efficiently washing our clothes and that there was this product I discovered in England called Scrub Balls and how efficiently it cleaned your clothes with less water and laundry detersent.

I could also use the same article to sell an electronic product
simply by saying: Now you probably wonder what dirty British underwearhas to do with this new pocket-sized computer.I'm glad you asked.It has nothing to do with it except for one important fact which I will reveal shortly. But first let me explain an unimportant fact. I would then go into the computer features, playing off British men, and I would use odor or smell to relate to some of the computer features. I would then come up with a computer feature at the end of the ad that would tie into the story.

Sove Those Articles
I reahzethat it may seema little far-fetched to sell a rower tied into an embezzlementstory or a computer using that Forbes article on British underwearhabits. But the point I am making is simply this: The use of an interestingarticle or bit of information,when tied into your product or service,often makesfor a good start to the slipperyslide.And when blendednicely with your product,it can work to causea readerto readeverybit of your copy. So save those offbeat articles you come acrossthat tweak vour interest

Quest magazine started their feature story on the cover to hook the readers and get them interested.

<). -

and might interest your readers-regardless of how ridiculous or offbeat they may be. Some magazines createthe slippery slide by simply starting out their stories with larger type to get you into the copy. Larger type is easierto read and so you tend to start reading the copy which may seem less imposing. Quest/80 magazine (no longer around) startedthe copy of an article on the front cover and then continued it inside the magazine to get you into their slippery slide. Many articles written for magazinesuse similar graphic elementsto get you into their stories.Of course,the key is to make the copy so compelling that once you start reading it, you can't put it down. And there are even more techniques create to I will cover later in this book. the slippery slide which You're now in store for some fun. For in the next few chapters, I'm going to stretchyour imagination and then continueto build the foundationwe've been building in SectionOne of this book. So stay with me as we cover the timely topic of Assumed Constraints.

53

ChaptenAssumedConstraints $

Huu" you ever looked at a circuselephantanchoredto the ground? If you have, you might notice that the elephant has a metal collar aroundits leg to which is attacheda small chain.And the small chain is attachedto a small wooden peg driven into the ground. Pretty good protection? Pretty lousy, if you ask me. That 12,000-poundelephant could very easily pick up its foot and with one fell swoop, yank the peg out of the ground and walk away. But the elephant doesn't.Why? I'll explain. When that elephant was still a baby, that same collar and chain and peg were used to hold the elephant in place. The restraint was sufficient to hold the baby elephantin place even if it wanted to break away.And break away is indeedwhat the baby elephanttried to do. So every day while the baby was chainedup, it would pull at the chain and pull and pull until finally a cut appearedon its leg exposingthe sore sensitivelayers of deep skin tissue.It hurt to pull like that and soon the baby elephant, reahzing the effort was both futile and painful, stoppedtrying to escape.

ElephonlsNever Forget
As the baby elephant grew older, it never forgot that bad experiencewith the chain and the peg. And so whenever it was anchoreddown in a spot,it would think, "He], it's impossibleto break away and besides, hurts." it The large elephanthad what I call an "assumedconstraint." And all of us have the sameproblem to one degreeor another.We all have the power to be greatcopywriters.But at one point in our lives, we may have written somethingand gotten a bad grade in English. Or we may haveattemptedto communicatesomethingin writing to somebodyelse and had a bad experienceas a result.As we've grown older, thosehurt feelings,the feelings of inadequacy and the wrong guidancewe may have receivedfrom teachersor

o

o

o
See if you can connect the dots in this puzzle with four straight lines without taking your pen ffi the paper.

friends are still in our subconscious and whether we want to admit it or not, they really do affect us. If you understand hurt and you understand the some of the constraintswe put upon ourselves,then you are better able to cope with breakingout of thoseassumed constraints and becoming anything you want to be and accomplishinganything you want to accomplish.Let me cite someexamples. One of the best is the following nine-point puzzle. I gave this puzzle to my studentsas an example of an assumedconstraint.The rules to solve this puzzle are very simple.You must draw four straight lines and connect all the points without taking your pen off the page.In short,all the lines haveto be connected. Pleasedo the puzzle beforereadingon. Most people who try to solve the puzzle make one fatal error and it is simo o ply that they don't reahzethe constraint they subconsciouslyput upon themselves.The solution is in Appendix A on page 263. Turn to it now for the answer. As you can see, you were cono O strained by the box surrounding the points and did not go out of the box in order to find the solution.Often, to solve that very important problem, you've got to go out of the problem area itself to o o find the answer. A good example of assumedconstraintswas my choice of mailing lists for my first direct mailing when I sold the first pocket calculatorby mail. I had to select10 mailing lists for my 50,000-piece mailing and I picked eight good lists that made a lot of sense me. to I selectedengineers, accountants and surveyorsfor example. I selected wealthypeopleat their home addresses.chosethe mail I order buyersfrom a ceftain catalogthat sold similar products.But when it came to the last two lists, my list broker suggested the presidents corporations of with $20 million in salesor more. I thoughtthe ideareally didn't make sense. thoughtthat the I presidents thesecompanieswould be so busy that more than of likely they wouldn't even open their own mail and that some

56

" We sold over 3. 3.How are you going to sell it via mail order?"We sold over 30.thoselists he suggested turned out to be the best ones. in 3. "This calculator isn't selling at all at rctarl." This was said by Ken olsen.95. 2. president.secretarywould throw my mailing in the garbage.000. If you'd like to read more examples assumed of constraints. "There is no reasonanyonewould want a computer in their home." we launchedtoll-free order taking in the u.000of them at $59.5 tons.But I went along with the list broker and to my surprise."we sold over 10 million pairs of the samestyle."I sold it for $240. "who would buy sunglasses throughthe mail? people needto try them on first and besides. in the future may weigh no more than 1. or how about the following businessexamples of other historical assumed constraints : 1..S. "You can't sell your airplanefor over $190. and were very successfulwith very few problems before everybody else caughton.000 of them. look in Appendix A. in 1977 . 5." This was said by a Yale University management professorin response Fred to Smith's paper proposing reliable overnight delivery service. "The concept is interestingand well-formed. while the others reallv pulled poorly. which lists other historicalquotes. "You can't sell a $600 pinball gamethroughthe mail. "consumers will rip you off if you let them buy using their credit card over a toll-free line without having them sign anything. It's the biggest bomb in calculatorhistory. "computers 2.000in ten days. 4. I can point to hundredsof assumed constraintexamples that I personallyexperienced: 1." This was quotedby Popular Mechanics magazine forecastingthe relentless march of science 1949.'the idea must be feasible.chairman and founder of Digital EquipmentCorp. Smith then went on to found FedEx.people buy different styles. . but in order to earn betterthan z'C.

idea. If you believein your constraints. think of some possiblesituationsthat have nothing to do with the problem and guesswhat? You'll be amazedat how often you find a solution. don't rule anything out. Sometimes to you if you step out of the traps that we very often fall into. As you proceedin this book.Step away from the problem. 7 Axiom When trying to solve problems. rememberthe baby elephant and the nine-point puzzle and break out of those assumedconstraints. do it. Rememberde Bono's conceptof lateralthinking. 58 - . which is somewhat the opposite of assumedconstraints.but my point is simple.You Never Reolly Know I can give you dozensof examplesfrom history and from our company or from friends. When thinking about a problem or looking for a soluthat big idea will come tion. don't Assumeconstraints that aren't really there. Step out of thoseassumed This conceptalso appliesto coming up with marketingsolutions too.You never really know what will work or what won't.

" Well.She may say. Seedsof curiosity can be used at the beginning of an ad where you mention somebenefit or payoff that you are going to reveal somewhere your copy.Use them. And here'swhy. you increase traffic by increasingreadership. the ideal situationis to createsuch interestingand compelling copy that you don't need the seedsof curiosity. use sentences I such as: But there's more. we'll seesomethingthat you've neverseenon TV before. One way to increase readership by applying a theory I call is "seeds of curiosity."It goeslike this. don't overdo it. you had to read the entire copy before you got to the punch line. Let me explain.A shoppingcenterthat increases traffic will generally see increasein salesfor its stores. This concept is used a lot on TV before the show host goesto a commercial. In short. Stay tuned. they are very effective. But like every good thing. So readon."When we come back. At the end of a paragraph. an And sincethe traffic generated by thesestorescan only be comparedto getting a prospectinto your copy. (Noticehow I just usedit. but often that is very difficult. Later in this book I will be showingexamplesof seeds curiosof rty at work in many of my ads. it should be done in print too. the These seedsof curiosity causeyou to subconsciously continue reading even though you might be at a point in the copy where the copy slows down. the readerhas to read in the entire ad to find it. And using these seedsof curiosity enhances most copy.) In print.|0 Cfiapter Seedsof Curiositv W" have already learned that'traffic' is a key word to anv retailer. s9 . In that ad. Now herecomes goodpart. But I didn't stopthere. I will often put a very short sentence that offerssomereasonfor the readerto read the next paragraph. A good exampleof this techniquewas in our Consumers Hero ad mentionedin ChapterB. But there'sanotherexample.

"continuedthe woman. I need your help. "Thank you. you are the only one who could help me. "Mr. I really believe that I can tell a greatdeal about you from what you write and I really believein you and truly love you. I love your thought processand I love your creativepersonality. An lnvifqtion I CouldnntRefuse Was Gingerjust flattering me or did she have an emotional attachmentto me personally without having met me-strictly from readingmy copy? She continued.you can sense like from their copy.it comes through.If you are hiding somethingabout a product you are describing." I responded. You'll be amazedat how the copy reflects the personalityof the personwriting it. Any copywriter working for a CEO of a company will try and reflect the personalityof the CEO and not him.or herself. "I've beenreading for your advertisements the past five yearsand I love your mind. love you. what they are If you study the copy of others.it too is picked up. Sugarman. I had gotten commentsfrom people who claimed that my personalityreally camethrough in my copy.Even before I receivedher call.it is sensedby the reader.may I have an appointmentto see you. If you are dishonest.you can pretty well tell a lot aboutmy personality. And it is the combination of all of theseimpressionsthat createsthe buying environmentthat we referred to in Chapter 6. She was a beautiful 60 . I'm serious.She startedthe conver"Mr. It's somethingthat I've quite frankly to never experiencedagain but it is very relevantto this subject. Sugarman. to Ginger. A Very UnusuqlCqll I received a call one day from a very sensuoussounding young woman who called herselfGinger. Please.A greatexampleof both seedsof curiosity and traffic is what happened me at my office.If you're very creative. privately?I promiseyou that you'll be very glad to seeme.SinceI'm the guy who writes all the But back copy. love you too.And I believedit." I was surprisedand then flattered." I sationwith: I was a little taken abackand at first thought that this was a "I practicaljoke." When she arrived at my office I could see what she meant when she said that I'd be slad to see her." "No.

I ended up with one-tenthof what I needed breakeven. And quite frankly. I borrowed from my friends." I replied." Whot Wqs Her Angle? was I being propositionedin return for my help? I wondered.. I didn't like the idea of somebodytrying to useguilt or sex or anything else to entice me to write copy or do a mailing piece.was this all a ploy or a guilt trip to get me to write her next mailing piece? I was a happily married man with two children and quite busy running my own business. "I run a beautyshopin a shoppingcenter. I get a smaller number of people who .I was convinced .".o-.I needyou to look to over my mailing piece andjust tell me what went wrong with it. I really needyou. I know this soundssilly but to when I got in trouble.when I launched the mailing. and as shereached. Sugarman. I haveadmiredyour copywriting for years.which was on the floor. still somewhat reserved.000_piece mailing out. if you could help me get it to work.she then continued.000mailing pieces.I couldn't think of anybodyelsewho could help me but you. "Show me the mailing pi".I would get a certain percentage response of and I would make a profit.' I Ginger reachedfor her purse. "Joe. I get a percentageof that traffic and they buy my cosmetics. All I neededwas half a percentreturn rate to make a nice profit. I'd be extremelv J grateful. I thoughtthat if I sentout 50.I know that when the shopping center is fuil. "So Joe. to my store. when I decidedto offer my cosmeticsin a direct mailing.blondewith long legs and a miniskirt so shortI was embarrassed to have her sit down. I want to be very frank with you. said. And Joe. sheexposed evenmore of her legs. "Mr. "I then investedall the money I had to get this 50." She pausedfor a moment as if to hold back tears. the resultswere so bad I couldn't believeit.It's almost directly proportionalto the traffic in the shop_ ping center.I'm not eveninto electronicsand gadgets but I enjoy so much what you do in print that quite frankly I have a real emotional attachment you. also know that when the shoppingcenI ter is empty.looking away as she adjustedher skirt. may I call you Joe?" "Sure.

And then you would have without riskine too much known if the mailinq was successful money. I examined it for a few minutes."You can't spendthat kind of about direct response money without testing. I Exploined the Problems After I explained to Ginger the problems with her mailing piece and mailing list.000 names and not 50. You already know the principles on traffic. I was soonto find out.I responded. She was using a mail-in offer yet her mailing list was not orientedtoward mail order buyers-just the retail community-so it was no wonder her mailing didn't work."Can you help me? I mean really help me? Like write the copy for the mailing piece.I haveestablished seminarin the north woods of WisconsinwhereI take20 peopleand teachthem as a group." 62 .I also asked her which mailing list she used.she also usedthe wrong mailing list and that didn't help either. "From the entire local areaservedby the beautyshop.But I wonderedhow far shewould go. I looked at the mailing and saw many problems. wasn't that it looked bad."she said. I told her the presentation was not very good and that I wasn't surprisedthat the piece did so badly. You just mailed to too big a list. the mailing most likely won't work. No questionabout it now. I to was convincedthat she was determined enticeme into writing copy for her.she said.000namesfor your mailing. I brought out anothervery important fact advertising. She pulled out her mailing piece and handed it to me. shelooked straightinto my eyes. Even the copy in the letter was very It poorly written. Plus.I really don't have to get me to do her piece. read the copy and studied the entire package. You could have pickedjust 5.help me pick the proper list and guide me as my mentor?" SinceI was a little turnedoff by Ginger'suseof sex and guilt "Ginger. a the time.I just don't havethe time to help you on an individual basis.That's one of your problemstoo." As I finishedtalking and therewas a shortpause. Of course. You already know from previousexamplesthat unlessthe recipientsread all of her copy. It was a horrible presentation.she was in my office to seduceme. but it violatedmany of the principlesI discussin this book and somethat apply to direct mail.

read507aof your ad. I will. there have been very few times in my life when I havebeen at a completeloss for words. This is a book on copywriting and not about the secretgoings-on behind the doors of successfuldirect marketing executiveswho are perceived by beautiful cosmetic executivesas the answer to their 'Aw shucks. But wait.' ( lltiom I Keep the copy interesting and the reader interested through the power of curiosity.A Shock I Never Expecled What Ginger whisperedto me next took me totally by surprise.then you should realize how important the slippery slide concept is in getting the reader to read the entire text of your ad. .Your readersmust get into your copy. In fact. And the rest of the copy must be so comreadyour first sentence."Why doesn't he dreams." OK. you will have two of the most powerful copywriting tools you can use. Once you understandthe slippery slide and the seedsof curiosity. finish the damn story and tell us what happened."you're probably saying. I want you to continue uninterrupted with my thought process on copywriting. so I have devoted Appendix B on page 265 to the rest of the story-an episodethat actually took place in my office and that could be part of a very steamynovel. the Once you understand conceptof traffic in retailing and how it relatesto direct marketing. But not here. 63 . And one of the most powerful is to techniques keep your slippery slide greased the use of seeds of curiosity. They must read your headline and be so compelled to read further that they Then they must be so moved that they read your subheadline. they pelling that by the time your prospects are helplesslycaughtin a slippery slide and can't escape.

the We expressed importanceof the reader slipping through your copy as if on a slippery slide-reading the copy so they can traffic your ad-and we gave the example of Ginger and her failed mailing. I can still remember the first seminar when I taught these same philosophies. inspiredby the seminar. And we just showedyou how seedsof curiosity work to keep the slippery slide fully greased. He receivedlettersfrom other prominent copywriters congratulatinghim on his simple yet beautiful ad. And then we covered the environment you create at the beginningof your copy. Mosf of My Concepl You've Leqrned Armed with the aboveprinciples. for the grapefruit he wanted to sell nationally in a print campaign in major magazines. but if knowledge of the principles I . The benefits come later.We explainedthe importanceof resonating with your readerby getting the readerto say yes. You learned that all the elementsof an advertiseand to ment are designedto get prospects read the first sentence we showed you how to get them to start reading your copy by And then we told you how creatinga very simple first sentence.|| Cfiapten Emotion Up to now we have covered some general principles of copywriting. His very first spacead was so powerful that it sold more fruit than he could pick and ship.At the end of the course. We mentioned nothing about benefits or features of a product becausethe sole purpose of the copy was to first get people to read the copy.There are only a few more points to learn to have the complete foundation upon which you can build your skills and write greatcopy. We'll study that ad later.you have a major portion of the overall philosophy of my copywriting concept. important it is to get the secondsentenceread and the third and so forth. believeyou or agreewith your assumptions. a Texas farmer named Frank Schultz locked himself in a room at the nearby wrote his first ad Holiday Inn motel and.

feelingsand impressions. it can do the samefor you. 66 .so why spend a fortune to buy one when. just threepoints to rememberabout the subject. Emotion in Adverfising And there are This chapteris about emotion in advertising. there is nothing so revolutionarythat it can't be duplicatedin a less expensivecar.In reality. for a fraction of the cost of a Mercedes. Why do you think peoplebuy of the Mercedes-Benz automobilein America? Is it because the rack and pinion steering or the antilock braking system or the safety features?Other cars have the samefeatures. but you justify a purchasewith logic. Since the Mercedes advertising agency knows the real motivation behind the purchaseof their peopleuseto justify their purchase. I ended up using logic-something that I really believed was correctwhen I usedit. Let's take the last point first. But when I had to explainthe reasonfor my purchase. cars. Emotion Principle 3: You sell on emotion. featureby feature. I know that when I first bought a Mercedesand my friends saw it. bought the car was not for the technicalfeaturesat all.they focuson the reasons All their ads talk about the terrific drive you get or the technical featuresthat make the car a breed apart. of I told them that the reasonI bought it was because a seriesof The real reasonI technicalfeaturesthat I found very impressive. Emotion Principle 1: Every word has an emotion associated with it and tells a story. The car is sold by virtue of its emotional by appealand thenjustified in its advertising an appealto logic. Mercedes Advertising Look at a Mercedes ad. you can get an American or Japanese or even a Volvo that has car many of the exact samefeatures? The answer:We buy on emotion and justify with logic. Emotion Principle 2: Every good ad is an emotionaloutpouring of words. I wanted to own a prestigiouscar and belong to the crowd that drove a Mercedes.teach can make a Texas farmer a greatcopywriter.

And even though the phrasemakesno logical sense. For "If example. At the time I had two competitors who got hold of the product first and came out with advertisements-both of which failed. Ooh pappadoo da ditty. The new display it And because showedboth alphabeticaland numeric characters. I lots of laughsreciting. the words soundedabsolutelyridiculous. SteveAllen back in the Show would recite the words of a number one hit song and get "Ooh pappadoo pappadoo pappawoo. With very few words. which incidentally also have an attachedemotion. but one of the 67 . returnyour productwithin 30 days satisfied.you could useit to hold the phonenumbers of your friends along with their names.D V conveyedin the form of a Look at the emotion of a message song. Take a song and say the words without the music and it may '50s onThe Tonight soundrather funny. a phraseor sentence evena premisedoesnot have emoAs long as it conveysthe message to be correctlogically.often you get your readerin an emotional frame of mind as a result of the environment you have created. love you. tionally. it not only does the job. you aren't absolutely prompt and courteousrefund.The emotion or the feel of that phrasereally saysthat we area very respectfuland understanding company that will return your money very promptly. Logic Often Doesn'f Work In writing copy for an advertisement. had such alargememory." Without the music. they are really set up to receivethe salesmessage-or in the caseof a song.it has been picked up by severaldirect marketersand used in their catalogsand print ads. I conveyedthe feeling of being a concernedcompany that acts promptly. the words. A good example of this was an ad I wrote for a device that had a breakthrough digital calculator display. but does it more effectively than the logical message.The music is like the vibration or that specialharmony that you work at creating in an advertising message. There were severalreasonsthey failed." Who ever heard of a refund for a It being courteous? doesn't matter. or Often.If the music appealsto the audienceand their soul. and logic becomes less important.A song is similar to an advertisement.I've alwaysusedthe phrasenearthe end of my ads.

you pull out your calcueyesof those around lator.they would give me an exclusivefor several months as long as I advertised nationally. To the startled you. The ad was filled with facts and logic and because was such a new breakit through product. "Specific Knowledge.The real motivation for people to buy this product was the emotional appealof the salesmessage.The ad copy reflectsthis specificknowledge. The EmofionolApproqch The ad was a terrific success.There is nothing about the product's technical advantages. I just knew the natureof the product and the personbuying this product. You'reat a phone boothtryingto find a phone number.Canon Corporationhad approached and told me that me if I took their product.andpeople waiting.press few buttons. (I explainedthis partially when I talked about the Midex burglar alarm and the insurance salesman Chapter2.main reasons was the way they pitchedthe produgf-sn a logical level.) I rcahzedthat the product would appealto the gadget-motivated personwho would want to show it off to his or her friends."and will explainit in in more detail later. dream? A Absolutely not. You'restuck. eventuallyplacedthe ad in We dozens of magazinesand while the other competitorsdropped out. all on 68 k . are Youfeelthepressure. It didn't. it I first testedthe ad in my catalogand cameup with the headline "PocketYellow Pages"with the subheadline being "Let your fingersdo the walking with America's first pocketyellow pages. I decidedto sell a similar product myself in my catalog. They tried to explain what the term 'alphanumeric'meant in a display and how much memory the unit had. But look at the emotional approachI used. I was invited once to speakat New York University to a class on direct marketing. On a lark. Later on in the ad I justified the purchasewith the facts and the technologybut not too deeply. Each product has an inherentnature. nothing aboutthe powerful memory of the unit.As I addressed the students copywriting.and understanding that inherent nature will help you sell it. we succeededhandsomely. presto-the phonenumberappears a and on the displayof your calculator." Now listen to the emotionalversionof the copy. you would think it would sell just based on logic.

The RussiancomedianYakov Smirnoff once said that in Russiathey also haveone city that the Russiancomedians make fun of.The power of words is enormous. I Words Hqve Strong Emolions Affqched What emotions do you feel when I mention the following words: Cleveland. "Your grammar would be correct. lawyer. rip-off. It makes absolutelyno differencewhat your first draft looks like. I said.I then went on to explain the editing processand its importance.for my ad appearingso poorly written in my first draft is because is simply an emotional outpouringof my thoughts it on the productand how I feel it shouldbe sold.. And as you write copy. farmer. showedit to the class and told the classto write an ad on the product. I t 1 . pleaseaccept my apologies. consumer. He savsit too is Cleveland. If you can get all your feelings and emotionsabout the subjectout on paperand work from there.he'd get all his possessions with back.I explained. The final point on the emotion of copy relates to words themselves.Websteronce was quoted as saying that if you took every one of his possessions away and left him just his words.But the reason.Clevelandis a very nice city.If you reahze that each word has an emotion attachedto it-almost like a short story unto itself-then you will alsohavea very good understanding what emotionmeans of in the copywriting process.I would venture to say that everyonein the classwould write a better ad than I would.you will have mastereda very important technique. Look at a drctionarynot as a collection of words but as a collection of short stories.I told them that if I was handeda product. Soviet? Clevelandmay haveevokeda little laughteras a placeyou might not considermoving to unlessyou live in Cleveland. It is a free release of my emotions. keep this in mind.' il il d 1 . But every country has a famous city that everybody makes fun of." Whqt Comes qfter the Firsf Drqft ls Whqf Counts But it is what I do after that first draft that makes my copy successful comparedto the rest of the class. 69 . your spelling would be perfect and mine would be just horrible. I ll il l\ 1 t.and if you do live there.

my first draft but example 2 soundedmuch better. 70 .Which soundsbetter? in Example1: The old womanin the motel. 'hard-working'.It takestesting and common sensemore than anything else.In the abovecase.And then what do words like 'consumer'and 'rip-off' make you feel? The word 'farmer' may not only remind you of what he does for a living but also bring to mind words like'honesty'. an Here's some copy I wrote that points out the emotional differences copy. Don't feel that you have to have a total command of the emotionalimpact of words to be a greatcopywriter. It is enoughfor now that you reahzethe importance of the emotional values in every word. Think of all the feelingsthe 'farmer' conjures up.What thoushtscome to mind with the word 'lawyer'? When you analyze these words and see how you can use them to create a messagethat has emotional impact. What do you think? Do you "feel" the difference? Sometimeschanging a single word will increaseresponse in an ad. I'm not suggesting that you materially changethe facts of a situationto suit an emotionalfeeling. then you have mastered importantlessonin writing copy.and the word 'cottage' gave the copy a better emotionalfeel.changed the word 'repant'to the word 'fix' and saw a 207o increasein response. the legendarydirect marketer. Example2: Thelittle old lady in thecottage.The word 'Soviet' soundsmore sinisterto me than 'Russian'. not word only from your experiencebut from what you feel emotionally.the motel office was in a small cottage. And knowing the emotional feel of words is like your generalknowledge-it comeswith time. 'integrity'. John Caples. you will feel this influenceplay a bigger and bigger role in your successful copywriting. As time goes on. 'earthy'. I was writing an ad on somerubbing oil I had discovered in Hawaii and describinghow I had discovered Example 1 was in it.

what do I mean by 'concept'?There are many words that mean the samething. One day. it meansbasically the samething.USp' (unique selling proposition).In fact. or the one with the finest quality. and thenjust take orders. A product is positioned or placedin such a way as to appealto the consumer.the hot buzzword in advertisingmight be 'positioning'. you sell the srzzle and not the steak-the conceptand not the product. the In fact. Another exampleis the Pocket CB. I could hardly keep them in stock. for example. Concepts startedselling watches. whatever it's called.Always sell a concept. The only exceptionto this rule is when the product is so unique or new that the product itself becomesthe concept. It had its conceptright there in the headline. you will have mastereda major lessonin writing good advertisingcopy. but we had the first pocket CB. Axiom 0 Never sell a product or service. But as the digital watchesbecameplentiful and everybody understoodwhat they did and how they worked.maybe even 'gimmick'.the product was no longer the concept. When I first announced them. or even one that requireda laser beam in its manufacturing process-all were differentconcepts. if you can understand and learn this single point.which were all new.When the watchesfirst cameout.Ehaptet12 the Concept. Other terms commonly used are 'Big Idea.There were walkie-talkiesand there were mobile CB units.Take the digital watch for example. Not the Product Selling Let's discussone of the most important and basic copywriting principlesI teach. I rememberreceiving a personalcall from Marlon . And it was the nameitself that expressed concept. or . my main thrust was to explain the various features.. the world's thinnest digital watch or one with a built-in alarm or one with the most expensiveband. each ad had to differentiatethe featuresof the watch through a unique concept. For example.

Combining Producfs info Concepls Sometimesthe concept naturally comes from the product and other times the concept can be created. But Brando wantedhis privacy and never showedup. The two products were a miniature travel alarm and a chess computer. "I think our staff would really appreciatemeeting you." I said.I remember once running severalproductsin my catalog without much copy and discoveringtwo that sold quite well. Sales continued briskly with the chess computer in 1918 when I received a call from the company in Hong Kong from o'Joe.But rather than develop a conceptfor each. Rather than run them as productsin full-page ads. I thought. And 72 . the man in Hong Kong supplying me with the computer." saidmy friend Peter whom we were importing the product.but rather the conceptof standingin a phone booth and pulling out an electronic directory to the surpriseand delight of thosearoundyou. really needto know about the product in a simple concept?In that ad I didn't sell the product. if you'd like.I'm friends with him through a contact in Russia and it might make the chesscomputer sell better. to endorseour chess computer. "\sss"-a product that just sat on your ceiling and sniffed the air.I wrote the headline"Winners" and told how both productswere the top-selling productsin our recentcatalog.I decidedto run them together separate in one full-page ad as a concept. He wanted more information on the Pocket CB and was only about five miles away in the Chicago suburbof Libertyville "Pick one up for free. Or take the exampleof the PocketYellow PagesI referredto everythingyou Doesn't that nameexpress in the previouschapter. "I think I can get Anatoli Karpov. Auge. Insteadof selling it as a smoke detector." where his sisterhad a farm.The headlineput both products under a single conceptand made them both winners while drawing attentionto our catalog.Brando." Indeedit would.but let's come up with a concept using Karpov-not as a personwho will endorsethe productbut as somebody whom we can challenge to play our unit. the Soviet chesschampion. Another example was a smoke detector I was selling. It sold quite well.the headlinescreamed.

including a hypnotistand neuro-psychologist. Karpov. And with it the world's undisputedchesschampionship. that he would be sendingme the contract and that I should go aheadand run the ad. he had the entire Soviet Union's resourcesat his disposal. my friend Petercalled and advisedme that he had gotten 73 . endorsement So I did. We weren't selling chess computers.who said.Opening it up."What a greatconcept." Signed:Anatoli KarPov. What to do. Copy: The Soviet Union regards chess as a psychological weapon. Of course the copy continued to talk about the challenge we were making against Karpov. I was told that I had permissionto use his name by my friend Peter. It was taking a very staid product and giving the entire promotion a more emotional appeal. Karpov won. in fact. I saw right away it was from Karpov. The ad had some pretty effective copy." name appeared with the headline Subheadline: Can an American chesscomputerbeat the Soviet chesschampion?A confrontationbetweenAmerican space-age technologyand a Soviet psychologicalweapon. its features and ended with the challenge to Karpov. Read it. We were selling the challenge against the Russian champion and as a consequence selling chess computers.not just a game. thinking all was OK. Sovief Inlrigue I was sitting in my office as the ad was breaking throughout the United Stateswhen I receivedan urgent telegramfrom over"I seas. am going to sue you for using me in your advertisingwithout permission. I could just see my next headline: "soviet Union SuesJS&A" or maybe "Little JS&A Attackedby Soviets.indeed.But before I could sit down and write it. however. It's a lot of fun.has never confrontedAmerican spaceage technologyand in particularJS&A s new chesscomputer. Our first major ad with Karpov's "soviet Challenge. And I've reproduced it in Appendix E at the end of the book. Simple.It is a symbol of Communism'scultural strugglewith the West. So when RussianAnatoli Karpov competedagainstthe Russian defector Victor Korchnoi. Then the ad went on to explain how the unit worked. That was the concept. that's what we did.

95. Finding the conceptis often not easy. you needa concept. he didn't want to play the chesscomputeras part of the challenge.000chesscomputers were sold. Concept Selling Does Well All threeadsdid very well and over 20. And finally when we dropped the price to $ 19. 74 - . You'll do much better.95 it came acrossas a seriouselectronic product similar to a full-sized CB radio. If your advertisingjust sells the product.a copy of the telegram too and that everything had been worked out with Karpov's agent and there was nothing to worry about. Price Cqn Also Affect Concept sometimessimply changingthe price of a product can dramatically alter its concept.entitled "Karpov Accepts. Insteadhe could just endorseit and hope that many Americans would learn to improve their chessgame on it.It was a full-page ad that appeared Adverrn tising Age magazineand is reproducedon the next page.If you've come up with a unique concept. Karpov would endorsethe chesscomputerand I could continue my ad campaign. Meanwhile.95 it becamemore of a sophisticated walkie-talkie. When we droppedthe price to $29. I then sat down and wrote the third ad in the series. One of my favorite advertisements really captured that the essence this chapterwas an ad I once read from the Leo of Burnett ad agency. the product was perceivedas a toy-all this despitethe fact that the copy in the ad was pretty much the same. be careful.fantastic.It takesall the skills of a conceptualthinker to come up with the right idea and the right position.For example.when we were offering our Pocket CB at $39. And all three had different conceptsassociated with them. my competitionwas out there in force trying to sell their chess computersbut not succeedingbecausethey were selling chesscomputers and not SovietChallenges and Karpov Accepts-all conceptadvertising." which talked about the challenge made to Karpov and how he then decided that for whatever reason.

000ways to bring that inherent "meAnd given a world in which dramato the stage. "t" in tcudorp is silent. And every good agencyfinds it. too" productsmultiply like mayflies. There may be 10. It is. But every good product has it. Because right there in the product itself. lies the somewhere.) (Please note: The It's so true.backwards.Tcudorp The first job of an ad agencyis to look at your product in every imaginable way: frontwards. you do.you'll discover how to come up with that greatidea as we study the incubationprocess. dramathat will sell it to peoplewho want it.And it is indeedup to you. make the differencebetweena huge success In the next chapter. Every product has that unique selling proposition that makesit standout from the rest.upside down. the simple positioning of a product and the developing of a concept can be so powerful that it can and a loser. the copywriter. inside out. the drama may seemthat much harderto find.to reahzethis fact and discovereachprodIf uct's uniqueness. sideways. 75 .

Once 77 .6U6ARMAN 'T I/M sORRY.|3 ChaptenThe Incubation Process It'.What are some of the mental stepsrequired to write copy in generaland how do you go about writing effective copy? Let's establisha few things that you havelearnedalreadyin this book and then take everything a step further. You might even visualize the end result of your work. I referred to general knowledge-the knowledge you have picked up simply by living-and specific knowledge-the knowledge you learned while studying the specific product you want to write copy about.One of thesedaysyou're going to haveto implement what you've learnedand start writing copy. The first thing I would do is go over all the material you have on your subject and give a great deal of thought to what you have just read and studied.Put all your thoughts work and do something down on paper. thing you know about the challenge you have to solve through copy. you have not yet startedto pleasurable write the copy. describethe natureof the product you are selling Take a break and you might like to list some of the strong reasonsthat your from your product would appealto your customers.This is just preparation.But keep in mind. Maybe it's imagining that a stack of mail has arrived showing you received. bring out. firr" to read about the real secretsof copywriting but let's get serious. You may jot someheadlines and some of the copy points you would like to CANNOT MR. Maybe it's your bosscoming what a greatresponse up to you and patting you on the back for a job well done. Do plenty of thinking about what you down want to write. while your brain Or don't put a thing on paper and just think through everyincubates. As you recall. You might list thosepoints which best . Assumeyou are now an expert on a particular product and you are ready to start writing.HE'E RqHT DI5TUROEP INCU6ATII{6 NOUJ.

stop. and pleasedon't eventhink of the copy project.The time pressure only increases incuthe bation processand speedsup the assimilationof data in your brain. Whateveryou do. Even when the pressureof deadlinesprevents me from taking the luxury of time to incubate.The resultsmay not be as good.And your mind is then taking all of that data and running it through everythingyou know about copywriting and communications.You never do. a walk down the streetor lunch with a good friend. while you're taking a walk or standing in a shower or even daydreaming. you might think you can eliminate the incubation period. If you havethe luxury. It is taking this information and working throughthe millions of permutations possibleto comeup with the bestsolutionto your marketingproblem. Your Mind ls Alwqys Working sure. Go on and do something else. your copywriting and what you produce will improve if you balancethe pressureof deadlineswith 78 Z .I'm still incubatingbut at a much more rapid speed. however.you've done all that. Stop. do somethingthat may seemstrangeto you at first.Then go to your desk and start writing down someof that good stuff your mind hascreatedand organtzed for you. Forget aboutthe project.Do something pleasurable-a stroll in the park.And you're doing absolutely nothing aboutit. and the time you are giving to it is called the incubationperiod. you are actually working on the ad constantlyeven though you've put it out of your mind. whether you realize rt or not.suddenly that big idea will flash acrossyour mind. Your subconscious processing is millions of bits of data like a computerin your brain running a very important program in the background.it intemrptsthis processand the resultswon't be as good. This entire subconscious activity is called the incubationprocess.And ironically. Your subconscious mind is actuallyprocessing everythingyou've learned-all of that data that you have accumulatedin general and all of the information in particular.Then. let it be a total diversionfrom what you are currently working on. mentally preparingthe first versionof your ad copy. That's right. You're just out having a good time while your brain is working llke crazy. if you start thinking about your project again. Eureka.

In this chapter.your bossexpectsyou to producesomeknockout copy and your ego won't let you disappointher.I just want you to reahzethat there is a constantprocessgoing on in the backgroundof your brain. And finally.You've addedto the Your creative orientationplays a role too. will incubationprocessalong. But the creative departmentneeds in that atmosphere order to function to its optimum. The incubationprocess you have no pressure.you have a big advanFor example."That's nonsense and not the purposeof this chapter. Ego for example. If managementimposed the same rules on the creative 79 Just Allow ll to Hoppen . This is anotherway of allowing you the luxury of havmind work on a project while you do ing your subconscious somethingelse.Imagine the operations peoplewalking in to seethe creativepeopleincubating-staring "Those into spaceor taking a long break with one of their peers. So it is a balanceof variouspressures optimum results. tageover someonewho is not. If you are in a creativeenvironmentwhich encourages it thoseincubationactivitiesrequiredin the creativeprocess. This could also mean working on one project.Joe Now don't show this chapterto your bossand say.your brain will not work as fast or as effithat producesthe ciently. If This you have a big ego. if you are naturally creative. If actuallyworks bestwith pressure. walk in the park on comtells me to take a pleasurable Sugarman pany time and enjoy myself while my brain incubates. pressurecan be very positive in the incubation process. We already know that time causes What causespressure? pressurebut there are other factors as well. And with the proper balance. it createsa certain amountof pressure. you can create blockbuster copy by allowing the incubation processto function. incubation pressure. help the "See. the environmentplays a role.For example.time away from the project. privileged bastards in creative really get away with murder" would be a typical comment. then going to another and then coming back to the first one. The biggest mistake a managercan make in a mail order company is to have the creativedepartmentin the samebuilding as any other departmentin the company.

You've got to let that copy come pouring out of your brain. communicationsand life in general. forgetting about spelling and grammar. Well. hold back the stuff on spelling just long enoughto let the copy flow out freely. If you've gone through the incubationprocessand then put your thoughtson paper.your mind takes the data you've accumulatedand runs it through everything you know about copywriting. Righf Brqin If you're knowledgeableabout writing and creativethinking. creative orientation. Which side of the brain should write the copy?The right brain of course. And so. It's important to keep the creative staff separate from the rest of a companybecause copywriter the needsa little more freedomto incubateand create. the axiom that you rememberis as follows: I suggest Axiom l0 The incubation process is the power of your subconsciousmind to use all your knowledge and experiencesto solve a specific problem. the end resultwould be a sure drop in good creative work. and its efficiency is dictated by time.We'll have to wait for that processin later chaptersof this book.It is the end result of all the mental activity that has beenrunning in the background.departmentas on the rest of the staff who have to function on a consciouslevel during theirjobs. Next comes the fun part-the editing process. 80 . and grammar left Brqin vs.Let the copy flow out of that right brain and let it pour out unencumberedby any left-brain restraints. The pouring out of that copy or idea is the culminationof the incubationprocess. you know that there has been much said about the different hemispheres our brainscontrolling differenttypes of thinking.it's time to decide how much copy you should actually write. disciplinecomesinto play. Now that you are mentally preparedto tackle the copywriting process. environment and ego.you've accomplished half the challenge of writing good copy. Remember. When it comes time to sit down and knock out that copy. of The right brain does the intuitive or emotional thinking and the left brain does the logical.

(Your Street) in Familv who hves on (Your City) was willed millions of dollars by an person. 81 . And there is some truth to this. Well. you don't neverget the readerto readthe part write compellingcopy. it must be takesthe actionyou request. Everything else is secondary. Will people read long copy? Let me answer the question in a different way by having you go through a little experiment. slipperyslide.it must relateto the readerand. anonymous If you saw that headlinein your local newspaper. Headline: (Your Last Name) family chosen as heirs of multi-million-dollar fortune. Let's say the copy Of read as follows: Wow.On the following lines I want you to fill in the blanks of a headline for an article as I direct vou. The key is simply this: Copy is nevertoo long if the reader Therefore. What we're talking about here is the slippery slide concept. that's what happenedto who has yet to be found but who might have fallen into one of the greatest fortunes ever received from somebody who remains unknown.it can't be dull.you'11 of the copy that sells your product. seeds curiosity-all may be neat of concepts.14 GhaptenHow Much Copy Should You Write? Incubate. compelling. finally.whata score How wouldyou like to inheritmillionsof dol! you larsfrom somebody don't evenknow? (Your Full Name). it's got to be about somethingthe readeris interestedin. would you read the first sentence? courseyou would. often at my seminars questionwould come up: but the Do people read all the copy in your ads?Studentsof direct marketing learn that there is no such thing as copy that is too long. The copy must be so compelling that it will be read from the If beginning to the end.

I would read anythingon the Macintosh.All that the copy would do is go into the emotionalfeel of driving the car. BEWITH YOU IN A MINUTE. mv customers were not as intenseaboutthe product categoryand went on to other things. When the market for digital watchesdeteriorated and the fad was over.to you in particular.of course you would read the entire 3. And that's my point aboutlong copy. When digital watchesfirst appeared.I can rememberwhen I would visit the car showroomsin the'50s looking at new cars with their huge tail fins and sleek new designs.helpful.but with an intensity that could come very closeif your copy is effective. the information was not as interestingto me and I did not seekit out with the sameintensity This is also true about products. readerwill be intenselyinterested the in it and will read it all-maybe not with the intensity of somebody who just won millions of dollars.Thereforereadership dropped. my customers were very intenseaboutbuying them.And they bought them in droves. They read every word of my copy.fiY MAqAZINE. the article is talking about you. 82 . t'n4 l10N6Y. You are involved. If the copy is interesting. which is maybewhat the car companieswant you to do. which is good emotional copy but didn't really tell me enough. shorttime A ago while I was masteringmy word processing program and had an intenseinterestin this computer. Copy will be read if it is interesting to the reader. lnfense lnteresf I'm writing this book on a Macintoshcomputer.And when something doesn't tell you enough.If the copy doesall the things I've just described. After all.And I would read an entire article or advertisement if it was on the subjectI was interested Later. you relateto what is being written in a very intenseway and it's both informative and interesting.it will causeyou to go to the showroomand ask questions.It was informative.as I mastered in. it involved them and they readthe adswith interest.Ads would talk about rack and pinion steering and I often wonderedwhat that meant.000-word article. the reader will read it all. what I had to learn. Arfvl06T FIN IS HE O R'ADNAfiIs J51AA0lN.

Depending on how long your salespitch is.000-word than he was want ad that pulled in more qualified respondents interview. the salesperson meet for 45 minutes becausehe is in the explains that he can't make the premiddle of a budget session. able to The long-Copy Approoch There really is no limit to how long copy should be if you made his or her get results.relateto the prospect'sneedsand make the sale. No longer and no shorter. The copy has to be long enough to tell the entire story or make the entire salespitch. But this prospectthat we used for appears the appointmentand the prospect time.he ran a 4. And when Richard DelGaudio wanted a personalassistant to help him run his fund-raisingcompany.Rack and But often the salesmen pinion steeringwas foreign even to them.D V didn't know much either. about a subjecthe or she is truly can't tell the prospectenough in. interested are genuinelyor passionately Long Enough but Shorf Enough Back in the days when copywriterswere mostly men.For example.And so it is with copy. one of the greatmail order copywriters.developinterest in the product.Of course there are certain practical limits.rf a good salesperson 83 .was looking for a girlfriend. It should be long enoughto cover the essentials short enoughto make it interesting. interested And so it is with copywriting. then it should be an hour long. was delugedwith potential dates. You I learneda lessonfrom those visits to car showrooms. he ran a full-page 3. but even these can be broken. the copy shouldcover the amount of time you needto createthe selling environment. there "Copy is like a woman's was an old adageabout copy length: but skirt.Could the salesperson What would you do? minutes? in sentation 15 good salesperson would make a new appointment.000-wordpersonal He ad in a local Los Angelesnewspaper. When Gary Halbert." visiting a Let's use the same example of the salesperson earlier in this book on page 35.If the A salespresentationtakes an hour.Peoplewill readwith a high degreeof intensity if you are talking about somethingthey in. Not more and not 15 minutes.

selling in print is very similar to selling in person.cameto my seminarand told me that his approachbroke all of my rules. of course. In short. and the secondis to give you the time necessary tell the full storv of to your product. Shorf Copy Works Too Robert scott of Scottcade Ltd.The productswere placed in elegant settingsusing fine photography.this type of item will At not sell. yet he still sold a lot of merchandise.This is a general rule unlessthe price point is perceivedto be a tremendous value (then lesscopy may be required)or the lower price point appears to lack credibility (then more copy is required).therearetwo basicreasons using the longfor copy approach. Price Point: The higher the price point.95 household gadgetand anothersalesperson selling a million-dollar high-speedprinting press took severalmonths to consummate a sale.More copy will allow you to increase value of a product and add many more the dollars to your retail price.Both could be great or both could be lousy. he to createdhis environmentthrough photography.no answer. an English mail order company. His catalogcopy was very short. as I hope you believe by now. retail. then who would be the better salesperson? There is..First. why then should there be such controversyover copy length?If.the more you needto relatethat product to the user and the more you've got to focus on creating the buying environment and explaining the product'snew features. But his catalogreally appeared follow my rules. In conclusion.his prices were very low comparedto other companiesor retailers.pitch in 10 minutes and sold a prospecton purchasinga $19. by educatingthe consumer you can demandmore money for your product. unusual ltem: The more unusualthe product. Mail order is the perfect method to use when you have the right amount of copy. generally.then shouldn't the samerules apply? So let's take a moment and look at two factorsthat increase the needfor a lot of copy. The first is to allow you to createan environment that will place your prospectin the proper buying mood. the more copy requiredto justify the price or createthe need.Second. Since he was offering his productsat such low prices and since 84 - .

a lot of what normally would have been done in copy was being done visually and throughthe price points of his products. his medium was a catalog.Then too. And there are enough of them who do to have earned me and several other copywritersa nice living. thus savingyou the time of creatingit with copy. Do people read all that copy? Some do. and quite frankly. I use short copy at times and sometimesvery short indeed. I am not trying to sell you on using long copy. copy length has alwaysbeenjust one of severalconsiderationsin producing an advertisement.and in catalogs the long copy is often not required.D V his environmentwas so effective in placing the customerin a buying mood. I am not for long or short. So the axiom to rememberfrom this chapteris simply: Axiom || Copy should be long enough to cause the reader to take the action you request. In fact. {' t ' lu i ' 'tr { rt t 85 .The catalogcreates environment. I'm for causingthe prospectto exchangehis or her hard-earnedmoney for your product or service. But the short copy I use is usually all that is requiredand the price points are low enoughthat the short copy doesthe job.

|5 GhaptenThe Art of Personal Communication Every advertisementshould be q personal message from the advertiser to the prospect. But for some reason. In direct is communication easyto undermail.After all. you are writing a letter to a single individual. This chapterbuilds upon the knowledgethat took me several and learn.it shouldbe personal. But in creatingthe letter that goes with a mailing. too many copywriterswrite their letters as if they were hiding behind a podium. We at ABC Companywish to invite all of you to visit our exhibit again at the upcomingtrade show.Our staff will be thereto meet our you and demonstrate new and novel button machine. If you have read the chaptersof this book in sequence.Advertisingis the ultimate form of communication in that its purposeis to causean action to be taken by consumers-usually to exchange their hard-earnedmoney for a product or service. Learning it years of copywriting to really understand why it was so important took wasn't difficult.many advertisersare missing an important key in this form of communicationnamely. One of the things that ads should do is harmonizewith the readeror viewer. let's first cover direct mail. As a good exampleof personalcommunications.Well. but understanding a little longer. you are building a good foundation to understandand learn copywriting. personal stand. I'd like to invite you to the next one where I will be looking forward our new and novel button to meeting you again to demonstrate machine. You might rememberme from the last trade show. The personal way of saying it might be: Hi. speakingthrougha microphoneand addressing For example: a large audience. 87 .

And I said that copywriting is very much an emotionalprocess. Both letters would have servedthe same purpose. in direct mail this makes sense. Smith could have been a form letter that the company sendsto all its customers.folksy might not be the bestway in certaincircumstances. JohnLee. As long asyou usewordslike 'I'.Thankyou very much. It was a genuine expressionof thanks and a direct message-all with genuineemotion. Jones: just wantedto thankyou personally your I for recent order. It lacked the warmth and personaltouch. rearrze you had it of I that a numberof otherchoices. took your orderandeven I showed to the president our company.Indeed. Why not make your letters more personaland diresf-rns1e like one persontalking to anotherin a direct and eyeball-to-eyeball sort of folksy way? of course. realizethatyou couldhave We givenyourbusiness manyof theothercompanies our industo in try. more personal and you felt that Mr.he was happy to get your 61ds1-so happy that he went to his president and showed it to him. Now. the letter from Mr. whichI've just received. The difference should be 88 .But the second letter was warmer. 'you'and 'me'. as an individual. but thefactthatyou chose Consolidated International really is appreciated our entirestaff. It is me talking to you-not me talking to a large crowd. Lee was talking to you directly. Lee's letter had. Emolionql Processin Communicotion Remember I said earlier that copywriting is an emotional outpouringof an idea onto paper.You seethe difference? The secondversionis more personal and direct. on the other hand. Now compareit to the following: DearMr. I reallyappreciate fact thatyou but the chose company. That'sOK. you createthe feel of a personalform of communication. by Mr. It is as if I. thereby losing the personalfeeling that Mr. were writing that letter to anotherindividual. JohnSmith. my Sincerely.Sincerely. DearCustomer: hereat Consolidated We International wouldlike to thankyou for your recent order. Look at the following two letters from the samecompany and seehow much more emotional one soundsthan the other.

Put yourself in the place of Mr. of all ethnic backgrounds. through a club we established. at discount prices. Jonesand imagine how he would have felt if he had receivedboth letters. So in one month. corpoa little consumer-oriented inflation. We simply explainedthat the envelopes were no longer good and it was our way of savingmoney as well as the environment and passingthe savingson to the consumer.S.but the contentsof the envelopewere always from Consumers Hero.) And one of the qualitieswe tried to convey was absolutetotal honesty. and this time feel the difference. The image I conveyedwas not that of a very large. that was part of the imagecompanyfighting the big U. As membershipcards.After all.obvious. Part of the club program was our regular monthly bulletin. working togetherin harmony to make the companya success. but they servedmy purposeswell. The typical letter is on the following page. (There is a whole story on that card. impersonal corporation filling the needs of its membershipbut that of a bunch of hard-working people. The companyhad to be portrayedas being small.We were so honest that the reader for would actuallybe embarrassed us. 89 . rations and the effectsof And one of the techniqueswe used to keep the image of a from companies that had small companywas to useold envelopes gone out of business. sendout to a membershipprogram in my Consumers They may havebeen totally off the wall. and the next month they might get a letter from CMT Machine Tool Company. Read both letters again. membersmight get an envelopefrom Ski Lift International. a defunct company. The membershipprogram was createdin responseto our new for advertisement our discountclub in which we refurbished but defective products and then sold them. Letters Should Be Personol of Good examples a personalletter were the lettersI usedto Hero club. That was for essential the concept. we sent out Batman credit cards.another defunct company. but that's for some other book I plan to write. It listed all the buys for that month and along with it came a very folksy letter talking about the club.

lnik Dennis Even though the letterswere from the staff as opposed an to individual.the needto be personalbecomesless apparent. .r. ve respect the addition Leam and and staff her* of has opinion. you are talking to the masses. shrmore his our BeEty Sho up Jane vril1 for lrom was nor' I'Iill-iarns be missed vork. aren't you? But the fact remainsthat you are indeed talking to a single individual-that 90 - . vel]Y r-s to ttrank much fcr to paltience understanding. I Mryour lt. most not. promise cotrf-inue best' S in. Cr.re disagree rvith announce stuffing the diving. . Hero To just more girnnrick. And weren't they fun to read?We often got commentsthat the letters alone were worth the price of the membership.ru + hl -c h . we all. Delaney a stuclent olr the who at joins our our loeal paper.l.u . Nortirbrook." our many attract ?lease put company. R" keeping Angeles of our vith decided sunshine to letrer :Ldd whenewet a few ytlrr if do shorved brjlletins and lecLer mailiug yorr Mr.rr a ..r to Edison**both many respected the very cornpanies. LogeEh€r" boyfriend.r-! ^ and althougti I'Je are staff high His to school trobbies Itrs has as she In companies I..ts 5 | . In print ads. y h-.mentary. 60062 i3r2i56'1e000 rs&A rhree on group. we Lras plain Tlrcrefore $5.. in read. e.ER$ \HEnGl Dear Menber: Enclosed Two second new is are rtie latest now bullet. waterskiing Dennjs foocball school photography. pleased us is skin and are to in ort lJennis is worked assisf envelopes. from offer a in receive lJe appreclate day. :r . some very new rather ro always the next so difficult movc added to a I-os bit. and the The Panasonic established 1ie Mcllrar.los: Donner 1)elaney lloug Ramis John Handmeister 'll:rti ]le-nnj-s l'ferrins Venlurini Burt l)orothv ]lertz \rinkowski All-an l1j. $5 only receiving t'he anl in one llve the those following tloPe lhat stores.A D V E R T I S I N G S E C R E T S fffiil$UilT. ri i-l-S d . about I. st returning I'm truly feels nol:e work to Lo must this very trJe artr these with on of us keep them them are and we vil1 be offering lirowing meantime in lhe but companies new as offers we arc tllat trying are our finally best. these Eo his to pr:omises. /t^- / The very down-toearth and personal Ietter sent to ConsumersHero members.. many products different sttrrtirlg We try come our thal lnsist manufaeturers prlces their . lhoroughly bulletin up and I.rould rebullt iEem date than have I received which offered any ny about from llard way. more all bear pressure . items less I for ic an was r. After all. continuc aild we wj-Il F l. . Lrredr l{r.ins join our highly of for compar:ies rrr' Praza. they still conveyeda personalfeel to the reader. I r. your silly sorry It sent pay You we received "I in at did Balaan that ili.i c t o .t .ie vJirnt our elfo::ts- thank vou letters much. F .A Ll udrE r.Ie even as lor. CONSLNfiITS }IERO Tnut4friffs Your: iieros . to your please The other ()lastonburg. appreciate cven complj. discorult card R. be I. *. R. we hope I?. Your Cindy U_e. Consur0ers worthwhile. our Consumers first and nice very letter disenchanted your If leturrr waY j-s well Hero Prograat.r.r r. F.cerely.rould junk.r as possible .

havehigh blood pressure and don't even know it. 'me' Let's look at the example of the ad I and and first ran for BluBlocker sunglassesthat launched a multi-million dollar company. Your copy shouldbe very personal.person reading your ad. you will be well rewarded. Headline: Vision Breakthrough Subheadline: When I put on the pair of glasseswhat I saw I could not believe. From me to you. In fact.If you don't believe me. And he or she is listening to a single individual-the personwho wrote the ad. This allows you to use words like and 'we' 'you'. But if I were to bet that you. This may surpriseyou.If you believeme. So it is essentialthat you write your copy as if you are writing to that single individual. Use of o Byline An effective way to do this in print is to use a byline. Let's examine the first paragraph of copy from a few other ads that were written in this personal tone. my chances of winning would be a million to one. mv chancesof beins coffect would be eisht to one. Here's why. Or how about the following: If I were to buy a ticket in the Illinois StateLottery. I will make it worth your while to changeyour mind. Read that personal copy. Period. if my hunchesare conect simply readingthis article may changeyour idea of aging for the rest of your life. Byline: By JosephSugarman Copy: I am about to tell you a true story. Use your name or the name of somebody in your otganrzation such as the president-like the news organizations do in a magazine 'I' or newspaper article. as a readerof this publication. I used the words and and very personal words used in a one-to-one conversation. . It's as if I were talking to that per'I' 'you' 'me'-all son directly. Let me explain.Nor will you. The above paragraphs show how very personal you can get in copy and still convey a very powerful thought or develop the environment and slippery slide you need to cause your reader to continue reading and then respond.

BusinessWeekappears a corporatepublicationeventhough it has many bylines.I could speakin the first personaboutall the products becauseon the first page of the catalog. Even Mogozines Hqve Personqlities I rememberreading a story about the image conveyedby the magazine itself. feel close and feel very commoney and buying your prodfortable taking their hard-earned uct or service.we discusswriting your first ad using my and thought processes. True. you're also going to get a whole bunch of new insightstoo. shakingBusinessWeek's You want to create a very personal image so that people will emotionally respondto you. You are now ready to write that first ad. SteveForbesnow runs the publicationand his editorialsappearin every issue.When I startedwriting.A businesswoman once commentedthat shecould put her arms around Forbes and hug the magazine but would only feel comfortable hand. I kept a low profile and never used But as I became my name in any advertisingcommunications. think in termsof writing in the first personwith a personal message. So as you start to write copy to reach and motivatean individual. techniques 92 . could cremore proficient and saw the effect a personalmessage ate in direct mail. Forbes magazine has a strong personality. 12 Axiom Every communication should be a personal one. In the next chapter.In my catalog. I introduced myself in a letter to my customers. regardless of the medium used. But right now you're ready for the big plunge. Everything you've read has preparedyou for this moment and everythingthat you are going to learn later in this book will only polish what you already know.A reader feels more personally involved with the more like publication.from the writer to the recipient. So it is with copywriting. I startedusing my byline in print on a regular basis.On the other hand.

you'll find a disin cipline and a direction that you might not have experienced writing copy before. sentence It Copy must also flow. You might even write a pafagraphin the copy to standout in Hero ad that reads: boldfacetype similar to the Consumers Impossible-to-traceGuarantee-We guarantee that our without stolenproductswitl look like brand new merchandise any trace of previousbrand identificationor ownership. are now really ready to write that first successful You already know how important it is to know your subject. And its flow must make sense. must flows logically order where eachthought be in an understandable to the next. read beyond the first know all the axioms to get the reader to and all the way to your last word.You already know the purpose of all the elementsin an advertiseAnd you ment-to get the prospect to read the first sentence. Once you start using my thought process. Start by writing the headline. Yo. 93 .I answerit in the next sentence.Soundshard. doesn'tit? It really isn't.They often claim that it's almost uncanny.|$ Chapten Sequence ad.But that's the copywriter the envy of skill that makesthe good direct-response salesperson. I've had many people tell me that when a questioncomes into their minds as they read my ads. Then write the caption to go under an imaginary picture. must craft our ads in such a mannerthat they literally lead our prospect(by the flow of the copy) to ask the questionwe want to answer. Is all And this strong enoughto get people to read the first sentence? then write the first sentence. any one-on-one Leqding the Reoder Since we copywritersdo not have the benefit of having the we prospectin front of us to ask the questions.Will it grab the reader?Then Will it compel the reader to read further? write the subheadline.

I read it. It indeed was a good example of anticipating what a consumerwould ask and then answeringit. in short. one day. is easyto takecareof. Can't you see I'm trying to .At my seminar. I called on a man from New Zealand-Archie Mason-who was in the wool business."Dad. an eight*year-oldhad written it-but it contained a question-and-answer format that was very logical and covered a topic of interest that her eight-year-oldpeers would enjoy reading.Her product was a guineapig. You probablywant to know how do you takecareof the guinea pig?Whereshould keepit? Whatdoesit eat? I 94 - . fact.The class would then critique their headline to determine if it would get us all to read the subheadline. it's bird..It's a guinea pig.Later. shed. April Becomes Reql Nuisqnce After I had assigned ad-writing exerciseand askedfor volan unteersto read their ads. April came up to me in front of the class and whispered. doesn.She was taking notes.I would call on various studentsand ask them to read their headline.Finally. presidentof omaha Steaks.listening intently and. April once agarnwaved her hand wildly but I called on another student-Fred Simon. It follows your principles. It was a good processwith 18 students from all walks of life coming up with some of the most creativeapproaches a varion ety of subjects. well. acting exactly like one of the students. when I asked for another volunteer. April came up to me and handed me her ad. teachthe class?" Finally at break time. The ad read: Headline:TheBestPet Subheadline: you wanta pet thatdoesn't Do shed? copy: Think about Youcangeta petthatdoesn't it." I was annoyed "Later.I would always allow my children free access to the entire seminar processand they had neverbeen a nuisance.fish or a turtle. It was very simple-after all. let me readmy ad. students In the liked this family touch.t run around house. the and Youhave probably guessed a rabbit. you'rewrong.April startedwaving her hand wildly. It's a good one.my eight-year-old daughter April was sitting in one of the chairsin the class. April.

call fphone number] and order today. April's ad made an important point which I have reminded each class of since.So. That's all you need to know. I subheadline. would and then the next until eachstudenthad composed next sentence ad.the editing processwas of paramountimportance. Feed it guinea pig pellets and feed it a couple fresh greens. scoring.Put on plastic at the bottom and newspaper top then at least an inch shavings. once they were on paper. Simply understanding the principles and applying them to something you intuitively know is all it takes. you break your ad into small abbreviatedcopy blocks similar to those in a corporate flowchart. To order. Good copy can be written at any age and by anybody. from And a It's you against computer. I made a block diagramof the ad I did for the Bally pinball game.One of the tips I gaveduring this processwas to createa block diagram of a logical way the copy should flow and the questionsthat might logically be asked.Put a bowl in for food and a water bottle for high of water. But this flowchart goesin one direction only-down.If you don't havea guineapig cage.then get a box high enough so it won't get out and large enough so it can run around.tx ilr ii ij l It's all simple. nothing Fireball. a dramatic revolution. the actionandexcitement is pinball machine. In order to developa sensefor this. replaces Fireball'scomputer pinball of devices a standard sensing and electronics conventional and in pinballdevices thestartof change It's machine. I wanted to get my readerinto the copy and then I wanted to set the environmentfor the product. a complete The ads had to flow on paper and then. electronics a newconsumer 95 i t . Logicol Progressionof Flowchqrt to In classI would ask my students write a headlineand a Then the then ask for the first sentence. I showed that at the start of the ad.your own computerized shortof spectacular. many of the mechanical. I startedthe ad with the fun times that this prodThe ad startedlike this: uct represented.

"OK. With the first paragraph I create interest and excitement for this product. The point of each of theseblocks of copy is that they are logically placed as if to anticipatethe next question a prospectis going to ask-all in an environmentthat you have createdand all flowing logically to the last part of the ad when you askfor the orden 96 - . And I describeseveralreasons why he won't get tired of it. features made possibleby the computerized Logically. OK.I canjustify it and I can seethat it will havelastingplay value. I want to get the unit and I canjustify the purchase..INT€RS5T EXCIIE/\^E NT 'RA MA uNt0ut FEAIUQaS JUSTIFY ?ug. "Hmm. But you say to yourself. even suggestthat a business I might purchase one as a way to entertainemployees work and at claim it as an investmenttax credit and depreciationexpenseall tax-saving measures.I plant the seedabout its practicality when guests pop in and how Fireball will be the hit of any party or family gathering. Emotionally I'm hooked.the next block of copy has this information. By now the customeris saying to himself. knew I had to provide all the logic I possiblefor this $650 purchase. "How can I justify it? I'd love to get this Fireball game. but how can I justify purchasingit?" So the next block shouldjustfu the purchase.the quality of the product and the many new features.c\As? LASTIN6 PLAY VALl. I like the product. conventional Then I go into the next block of copy and explain why and how the gamers dffirent. The customeris now thinking to himself. pool table or your stereosystem. with the secondparagraphI start to weave the drama of the product and the differences between Fireball and pinball games. you are really interestedin purchasingthis game.I used cost comparisons with what you pay for a TV set.Therefore.tE The flowchart for copy sequence goes in one directiondown. get but tired of it and it sits in the corner like that exercisedevicethat's gatheringdust?" So I go into the fact that it has lasting play value. herethat I'm giving the prospectthe logic he needs It's to make that emotional purchase. what if I use it. a readerwho had readthis far would want to know a little more about how the game was constructed. but what if I buy this big pinball game and suddenlythe computer poops out?" I then raise the service questionin the ad copy and answerit. how to play it and someof the unique electronics.

restateit in a different way: "I would like to introduce my prospect to the unique "I aspectsof this pinball game. But there are some other tips I can give you that will help generate that conceptyou want to develop. Axiom l3 The ideaspresented in your copy should flow in a logical fashion. the copywritingprocess. the By now you understand basic conceptsof good directmarketing copywriting. It's the common of you useto anticipatethe sequence what will be askednext sense and how your copy should flow that really counts at this stageof This bringsup my next axiom.the greaterthe chancesyou'll come up with that unique copy angle or product position or big idea.as you can instinctively sense next questionand answerit. It might be as simple as want to sell this pinball game. And that is the specialskill the copywriter has over a one-on-one that a good direct-response answerthem-and we do it the We salesperson. You still might find it helpful to createa block diagram of your ad after you've written it to see if it flows properly and raisesthe right questionat the right time. How do you want to your questionsin your copy? What kind of environsequence ment do you want to weave through the early part of the text? you would surelybe askedabout What are someof the questions and the product if you were a salesperson you were selling the product face-to-face? Looking at your copy asit flows It's really all commonsense. You know that the more you learn abouta product or service. on a massscale.Flowing in q Logicol Sequence When you work with copy long enough.First." Then. sense questions.the flow is automatic." Then restateit again: want to make the pinball machineeasyto buy and seemlike fun. once you have statedthe problem." that makesthe pinball game seem It's that last restatement to come alive and is closer to the copy approachI've actually 97 . statethe prob"I lem. You don't need to do flowcharts. anticipating your prospect's questionsand answering them as if the questions were askedface-to-face. out onto a computerscreenor onto a piece of paperis the mechanbut ical part of this process not the importantpart. You understand the importance of becomingan experton the product you are going to write about.

to the point and strong enoughto carry you into the next sentence-and then it's down the slippery slide. Capturethe feel of the ad. Block-diagram your ad.List severalconcepts. It's time to incubate. write the first sentence of the copy-short. Visualizeyour conceptand seehow it might be incorporated into the ad.make your headlinelong. This exerciseis only to give you a format or guide from which to write. If you copy the layout too closely. but be careful. Then pick the one or two that make the most sense. all the knowledge that you've learnedabout the product seemsto come togetherto give a new perspective."Simply pick an ad written by somebodyyou admireand whoseproductor serviceis similar to yours and use their ad as a patternor style from which to write. you are violating the rights of the personwho wrote the ad. Think again about your problem restatementand whether your conceptseemsto be consistentwith it.(and you could list dozensof used. sit down and list your big ideas or concepts. What do the first few paragraphs do for the ad? What is the emotional appeal?Are you anticipating those questionsand answeringthem to the satisfactionof your prospect? Are you frank and honestin thoseanswers? Try Potterning Your Ad Another approachis called "patterning. Do not copy the person'slayout too closely so that peoplereadingthe ad might think at first glance it was from the companyyou were copying. Prepore Thqf Big ldeo Once you've restatedyour problem and you have the statement that you like best. 98 .Then write the subheadline-so compelling and curiosity-buildingthat your prospect must read the first sentence.then you createa number of captions. start writing. And finally. First write your headline-an attention-getting blockbuster of a headline short enough to grab the reader's attention. After you've slept on it for a while. The main points in this chapterare the basic stepsand the thought processes you go through as you constructyour ad.During problem restatements them). Then stop. If they use a long headline. The key point is that you don't have the prospectin front of you. If they use a lot of captions.

99 . This flow is important. It's called the editing processand we cover it in the next chapter.so you have to anticipatethe questionsthe prospectwill ask in almost the sameorder the prospectwill ask them. But there is also a crrtical part of the the copywriting processthat really separates best copywriters from the worst.

Look at the act of writing the first draft as giving birth. atrociousspellingand disjointedsentence structure might be the way an English teacherwould describeit. In fact. harmonious.Take that black.happy child. for it is in the editing processthat you turn that raw emotional outpouring of thoughts and ideas into a polished. It's like the story of a diamond. Remember that lecture I referred to earlier in Chapter 11 that I gave at New York University? I mentioned to the students that if everybodyin the classcompleteda writing assignment. r-r't The Secret to Editing Is therea secretto editing?Once agarn. You wouldn't want vour child to so out into the world in 101 * r - . my first draft would probably be the worst in the class.Poor grammar. Then compare the editing processto raising the child-the caring and nurturing requiredto ensurea healthy.It's the differencebetweenjust plain copy and a polished advertisingmessage-from copy that doesn't move prospects to one that moves prospectsso strongly that they reach into their collective pockets and exchange their hard-earned money for your product or service. ugly stone and polish it and it soonbecomes world's most beautifulgemthe stone.17 The Ccccchaptet Editing Process lhis chapterholds one of the most valuablesecrets effecto tive and persuasive copy.When a diamondis found it looks like a piece of coal or carbon. It requires lots of practice.althoughyou will find it easierto do than writing the copy itself. But it is what I do after that first draft that makesthe difference. long process or it can go quite quickly with little pain. is a mentalprocess it that almost parallelsthat of the copywriting act itself. it is a lot more fun. It may be a painful.resonanttuning fork which will vibrate perfectly with your prospect. It's the difference between earning a salaryas a copywriter and earningmillions of dollars as an effective copywriter/entrepreneur.

Editing is a nurturingprocess. And you have no spacerestrictions. doesn't it? But it is the true essence the editing process.You want to maintain the same of emotionalfeel.funny clothes. Your copy hasa very focusedpurpose-to motivateyour prospects to exchangetheir hard-earned money for your product or service. it was as an easy process.Since it was a book format and I was not under the sameconstraints when I wrote my advertisingcopy. words.we'll look at my first draft of the initial two parugraphs.and here'sthe first draft: 102 . unable to communicate or relate with others. which containe 43 d. And just as thereis no perfect way to nurture your child.In fact. Success Forces.It's just that you want to do it in the fewestwords. Let me give you one examplefrom an ad that I wrote. strive for one result I when I edit and this can be summedup in the following axiom: Axiom 14 In the editing process. Or it may mean cutting out words that have little contribution to the overall feel of the ad.But the goal in writing ad copy is to expressthe thoughts you want to conveyin the most powerful way but with the fewestwords.We'11 then study the two versionsand certainlessons will emerge. you refine your copy to express exactly what you want to expresswith the fewest words. there are many different approaches to editing copy that are certainly acceptable. the samethoughtprocess. It may mean substitutingnew words that expressyour thoughtsbetter. This may mean that you rearrangethe words you wrote to make the thought more direct. would you? You thereforehave to mold and nurture that child as you prepareto presenthim or her to the rest of the world. and then the final draft. which contained 66 words. And everythingyou do or write must lead to this one goal. samevibration that the you had in mind when you wrote the copy.The ad was for a bathroomscale. I remember the feeling I had writing my previous book. Copy Hqs Spoce Restrictions But with advertisingcopy you do have spacerestrictions. it is a lot easierwriting anything other than direct responseadvertisingcopy. And it may evenmean addingwords to clarify a thought. You have the freedom to use as many words as you wish to expressa thought or feeling. Now this soundsrather simple.

bathroom scale like a reportcard. the meaning and emotional appeal of the second version is exactly the sameas the first or evenbetter. your ad will look less imposing to the prospectand he or shewill be more likely to read it. If you removed the first paragraphfrom this exercise and just concentratedon the second paragraph. With nearly 40Vofewer words. Apply this percentage a full-page ad with 1. The following are a few of the principlesthey learned: 103 n . Losingweightis not easy. few pleasures losingweightis stepping your One of the of on positive scale andseeing results.Ask anyone.if is A is tion program your bathroom scale. The second advantageis that you are making the slippery slide even more slippery by making it shorter. Ask anyone.the copy was taken out of context. Losingweightis not easy.goal and emotional appealfor the product were.000 words to and you can seethe differencethe editing processcan make.there would be a reduction from 59 words to 36. Of course. youknowthatpartof a goodweightreducAnd. Advqntoges of FewerWords With less copy. In fact.But it brought out many of the principles of good editing. let's look at the advantages.they didn't have the rest of the ad and couldn't see far enough into the ad to seewhat my environment.yet still get the full impact of your salesmessage. so this might not be the perfect example. at this point. Your prospectwill get to the bottom of the slide much faster. Many of them were excellent and some were even shorterthan my version. fact.oneof thefew pleasures losingweightis In of yourbathroom on scale andseeing positive the results.It's a feedback mechanism tells you how well that you'vedone. Yourbathroom scale bathroom is like a reportcard-a feedback mechanism tells you how that well you'vedone. The exampleabovewas given to my seminarclassand they spentabout20 minutescoming up with their own editedversions of the ad. stepping Now let's take the same ad and condenseit to reduce the word count while still maintainins the samemeanins and emotional feel. you'vetriedit.

" The words up to and including 'that' can very often be eliminated. 'A bathroom scale is like a report card. 'And. 4. if you've tried it. Note that in the edited version. Tqke As long As You Need Sometimesediting is like raising and nurturing your child and you need to take a lot of time." I savedonly one word by doing this."and seeingpositiveresults. Eliminate unnecessarywords. E. Look for any 'that' words. but it made sense combinethe sentences eliminatins evenone word is to and a good move. This soundsa lot betterand more logical from a flow standpointthan the first draft. Note that in the first draft.Some Principlesof Editing 1.dit for rhythm. I combinedthe two sentences that read." I condensed into "Your bathroom scaleis it like a report card-a feedbackmechanism that tells you how well you've done. You may end up doing ten drafts before you get to the final draft. attendedmy seminar and wrote his famous grapefruit ad. .I could eliminateeight words. in my first draft I usedthe words. it was so close to perfect that it didn't need much editing at all.By reversingthesetwo thoughts. discussrhythm later in I this book.attendedmy seminar. the grapefruit marketer.In this example.It's a feedbackmechanism that tells you how well you've done. Consider combining sentences. other than two t04 . the flow of the copy pointed out that the scalewas a report card and the secondthought was that part of the pleasureof a weight loss programwas steppingon a scaleand seeingthe positive results. Look at the word 'the' in the phrase"and seeingthe positive results. For example."The word 'the' can easily be eliminatedwithout changingthe meaning so that the final sentence will read. When Frank Schultz. 3. . . Rearrange thoughts so they flow better. he told the class that after his ad was written.I madethe ad more emotionalby focusingon the pleasure using a scalewhen losof ing weight and then I explainedwhy. who wrote The Lazy Man's Way to Riches. Other times it may flow right out of your mind with hardly a coffection. in Chapter18. 2. When Joe Karbo. you know that. Make sure that you vary the length of sentencesso they don't soundmonotonous." 5.

the ad was perfect. whereasthe experienced copywriter has many of the editing mechanismsproto grammedin his or her brain.and neverhad to be editedmuch. a filter that comesonly unpreOn the other hand. that If you'd like a little practice. ExampleL: 'Abouttheonlyredeeming is of feature thisproduct thatwe don't to havehugequantities sell. The easierthe flow out of your brain. . The copy seems flow out through from experience." canbe totally eliminated and not affect the flow or "Fortunately of understanding what follows. the lessediting you haveto do.or read any periodicaland edit the words can be eliminated. . In writing effective copy you can't afford to be too wordY. it is important to the periodicalsI read. Reqd the Periodicqls I'm always amazedat the lack of editing I seein many of "Finally. writing experience And the sameholds true for me.The more you write. the better you ate at the expressing emotionalfeel of copy and the excitement that eachword represents. words that neededcorrection. copy by seeinghow many extraneous Or write a draft and practicethis critical skill.The importeris afraidto ordertoo 10s . Another example: or unfortunately as the casemay be . other seminar participants who had a gteat deal of copyspentmany hours editing their ads.Many of the articles preliminaries written in periodicals contain these unnecessary that fill up spacebut mean very little. The novice copywriter will usually need the editing processto craft and polish an ad. Phraseslike note that . . On the other hand.You want to remove the unnecessafy words and still have the ad make sense. or later my computer." is not really required to make the information that follows clearer. I've written ad copy that flowed right out of my brain through my pen.the needfor editing is sometimes You could producecopy of dictable regardless your experience. or you could end up with excellent that needsplenty of editing copy that neverneedsmuch at all.take a look at the examples follow and edit them yourself. And then there is the experience factor. On the other hand' most of the time I would have to go through several drafts before I was satisfied.

I type it in draft form first on the computer and then do all my editing.Word processingallows you to pick words or entire sentencesand drag them to anotherplace in the copy. usually double spaced. put the copy down for a shortwhile and get back to it. The key is to allow time for your subconscious mind to digestwhat you've done and pick out the areasthat need work. Writing copy on a computermakesthe editing processvery easy. I would use a legal pad and ballpoint pen and write my draft in longhand. Computers Are q Greqt Help When computerswith word processing programsfirst came on the scene.who would type it out for me in rough draft form. And this process would continue for several drafts until it was in a final form for the typesetter. you will often discover things that you never saw before. Today." When I started writing a great deal of copy in the '70s. I neededsome guidanceand advice. Sophisticated spell-checkers whiz through copy and correctyour spellingeven as you type. I would then make my editing corrections and hand it back to my secretary for her to retype.If time is critical.I never have to give a draft to a secretary. But I made the transitionsometimein the early '80s on an Apple II computerand I haven't looked back since. The computerhas done more for my copywriting and editing than any other single factor and it is making a difference for copywriters everywhere. Another techniquethat will help you in the editing process is time.I told Stuart that I had to make a very critical decision in my business. If you can put asideyour copy after you edit it and look at it the next day or even in a few days. I would then give it to my secretary. So we only have a few hundredto sell as pariof this test program. resisted I using them." Example 2: "I was sitting in an office in New York city talking to a very successfulfriend and businessman whom we'll call Stuart. grammar-checkers all sortsof editand ing aids are built into every decent word processingprogram.many for fear that nobody in their right mind would buy it let alone sell it. Thesauruses. 106 . often before I evenprint my copy. I was usedto writing the copy in longhand and to switch to a computer and keyboard seemed difficult.

you want to correctthe spelling and the dangling modifiers and any other terrible grammar that may negativelyimpressyour prospects.my associate JS&A. It is important that you do make your copy as free from error as possible. But then simply weigh eachone of the changesand if you feel that any interfere with the style of your writing and your original version does not violate grammaror spellingrules. There are two schoolsof thought-one which uses a lot of commas and the other that doesnot. There are also other books on writing that cover this subjectvery nicely.If you don't. suchas 'apples. And as a copywriter you don't have much space to work with. In fact.I don't use commas in placeswhere I am not violating any grammarrules or where they are considered optional. Sure.They may think.I didn't acceptall their changes I certainlypaid a lot of but attentionto them. proof all my at copy. It raisesdoubts in the minds of your readers.when threeitems are grouped together.This does not mean that you have to acceptall of their changes. "If this guy can't get his grammarstraight. to The Use of Commqs A good example is the use of commas.and Mary Stanke. I would have both my sister Judy.For example. after you think you have that perfect final draft-a draft so well edited that you can't possibly make one more correction-give it to somebody who is a professionaleditor or English major and have them edit it to correct the English and grammarthat you missed. oranges tomatoes'. So I use commaswhere the rules of grammarare clear that they are neededfor clarification. then ignore them. I do not believein too many commasas they take up space.Idon't and use a serial comma after 'oranges'.how do I . The point is. don't be intimidated if you don't feel comfortable with somebody else'ssuggestions changeyour writing.I am currently trying to get the rights to that book and may offer it as one of my future books on marketing.Many other rules for editing can be found in English textbooks and style books. who is a high school teacher. Finally. it reflectsbadly on the integrity of your offer. it was a book I read in collegethat really openedmy mind to the importanceof editing in the copywriting process.

"we'd better not".subtleand sophisticated insights into copywriting. I during yearsof experience. licensewithin consumer-oriented writing no ad permitsthe type of glaringpoor grammar usage circledin paragraphflve of your copy. it is not acceptable writing. an andthusis inflictedwith this badgrammar a captiveaudience in magazine the attached. I cannotbelievethat your ad agencywould permit suchpoor proofingin an ad which finds its way into the handsof a sharp consumer suchasthetypewhichpaysthekind of money required to purchase airlinetickettoday. Now you're ready for someinteresting. the value of editing in terms of the final copy. I wrote.but the fact remains that in the editing process you really do want to be as thoroughas possible.know he runs his business right?" A good example of how a prospectthinks is reflectedin a letter I received from an irate reader of one of the airline magazines in which we ran the ad for our ConsumersHero club. SometimesI'm amazedat what the public missesand what they complain about. can write an ad and edit it. 108 -- . What I have conveyedin this chapteris simply how important the editing processis. and someof the logic I use in the editing process. We receivedthe following: DearSir: Despite intended the conversational of theattached tone advertisement. How many otherssaw it and didn't respond? And whenever we do make a mistake. like The aboveindividual took the time to write us about a simple grammarerror. of course. In copy describing a blood pressureunit. "blood pressurecan be very dangerous"insteadof "high blood pressure can be very dangerous." Nobody picked it up. our readersdo usually find it. In Section give you some of the significant insights I've gained Two.The phrase but in should read. By now you understandthe entire copywriting process. "We betternot" may occur in sloppy. One editing error was actually quite funny. colloquial speech.

$ectionTwo .

Typically. of which was "The 57 PointsEvery Ad Should Cover. . In my seminarpromotional outline. This section contains only six chapters.in anticipation of coming to the seminar. they were amazedat what they didn't know. the graphicelements of an ad.would sit down and in advancelist somepoints to seeif they could guesswhat I taught in the course. they knew maybe six or sevenof the points. my seminarparticipants.Pneuiew Understanding What Works you'Il No* comes the fun part."And very often. You've alreadylearnedthe first 10 of thesepoints.And typically.But packed into thesechaptersis the heart of this book-the basisfor the copy I write and many of my copywriting secrets. in Chapter4. You're now about to discoverthe lssf23 copy elementsand 24 psychologicaltriggers to buying. So study this sectioncompletelyand continueto build your solid copywriting foundation.In the followin g chapters find not only insights and tips on how to write copy but also revelationsof what has worked exceptionallywell during my 3O-year careeras a copywriter.It's an educationthat cost me millions to learn and you're going to learn it for the simple price of this book. I listed severaltopics one that would be presented. And from the other chaptersin this sectionyou will further build the baseyou need in order to write incredibly effective copy.

Fancy type might look elegantto the type designer. This was one test I wish I had known about earlier. lessimportantby far. I didn't discoverthis until well into my writing career. serif type producedgreatercomprehension than sans serif type and by a 5 to 1 margin. 1. Another important factor is the legibility of all your typefacesin other parts of your ad such as the headline. is to conveythe image of a company. Why? Becausein legibility tests. to And we explainedhow importantthe first sentence was in your copy. And that's the point of this subject. Typeface: This element is really important. And if we know that all thosegraphicelements designed are to get you to read the first sentence and eventuallyall of the copy. If you're a graphic designer.II ChaptenPowerful Copy Elements Explained R"-"-ber our discussion aboutgraphicelements Chapin ter 4? We explainedthat eachof theseelementswas designedto get prospects do only one thing-read the first sentence.and the secondrole. then the next thing we should addressis the nature of the copy elementsin an advertisement.It's like talking to but a foreigner and finding the words difficult to understand.emotion and legibility.but now all my ads are printed in serif type. we are talking about only one style of type called "serif" type.I will cover all the copy elementsand their relationship to the advertisement-23 conceptsthat you should review for each ad you write. You've got to determinethe combinationof personalityand legibility that will make your ad easyto read and inviting.The most important role a typeface has is to allow the greatestcomprehension possible.subheadline and variousheadings.you know that each typefacehas its own personality. 113 . Serif type has those little curlicues whereas the other style of type called "sans serif" (French for 'without curlicues') doesn't. The type used for the text of this book is serif type. if it can't be read it has no value. Since we are talking about copy here. In this chapter.

They havelittle to do with sellingor presenting your product. parugraphheadings are mentionedas one of the graphicelementsin a print ad. 3.easyto read and compelling enoughto causethe readerto read the next sentence. They are supposed make the copy look less intimidating. Use paragraphheadingsto break up copy in the middle of columns but not at the very end or beginning.But paragraph the headings are also a copy elementthat needsto be addressed this chapter in as well. Paragraph Headings: In Chapter4. usedthe most outrageous headings "Scrambled Eggs. Paragraphheadings could introduce material in the paragraph that follows or they could have absolutelynothing to do with the copy underneathor the copy in the entire ad for that matter. SecondSentence:This sentence almostas importantas is the first. I once ran an ad for a radarspeedindicator. headings could say anything. You've got to maintain interest.2.they are designedto break up the copy and make it look lessintimidating.so you must also create anothersentence with a compelling reasonto causeyour reader to want to continue." Even thoush the headinss had tt4 . First Sentence:This we discussed Chapter 4 as the in purposeof all the graphic elementsof an ad-to get the prospect to read that all-important first sentence. Keep your first sentence short. They simply make the copy look more inviting so your readerwill start the readingprocess. Avoid placing paragraphheadings right next to each other in two adjoining columns. asideany facts. and createthat buying environment.You must continuethis momentumthroughout the first and secondparagraphs.and as a test I paragraph you could think of. your paragraph As I just mentioned.benefits Put Your only goal is to get the momentumgoing or productfeatures. 4. Remember. When a readerlooks at copy that appears like one continuous paragraph." "Working They included and Playing" and "Successand Good Thinss. and thus to encourage readerto read all the copy. subconsciously looks a lot more difficult to read it than copy that is broken up into neatlittle chunksheadeci varby ious paragraph headings.

I once sold a smoke detector.At the time it was a very common household product whose function was clearly understoodby the consumer.Nobody ever askedme what the headingsmeant or commentedthat they were not consistent with the copy. Even though this smoke detector was $10 more than the marketprice. My ad was not about the technologyinside (althoughsomereferencewas made to the inside) but focusedon the simplicity of the product and its use. purposemight be to arousecuriosity. it was a big success.In short. Although I've never testedto seeif this was the case. seemed complicatedto use and 115 -4-. Product Explanation: Soundssimple. A rule of thumb here is to explain a complicatedproduct in a very simple way and explain a simple product in a very complex way. 5. They were new.. You should sell a simple product that is clearly understood by the consumerin a more complicatedway and a more complicated product in a very simple way. I told a story about the inside workings of my smokedetector. When I first explainedthe computerto my customers. I would have heard plenty about it.my experience with paragraphheadingstells me that curiosity does play a minor role but that the main purpose is to make the copy less intimidating. The primary purpose of paragraphheadings is to get the readerto readthe copy by making the copy look lessintimidating. But had I misspelleda word in the body of the ad. In the ad I wrote for an expensivebrand. i. describedthe I gold contacts(which every other smoke detectorhad) and even explained how the comparatorcircuit functioned to determineif there was smoke in the room.Sounds basic.absolutely nothing to do with the ad copy. consumers werejust getting into computers. was it always a very simple explanationof what it could do for them. the product was simple.e.v* .But you'll be amazedat how many ads leave out the simple step of explaining what the product does. created curiosity and causedsomebodyto startreadingthe copy to find out what scrambledeggs had to do with the product I was offering. The ad illustrates a way to presenta simple product in a complicated way. For example.Maybe my A secondary "Scrambled Eggs" paragraphheading did just that.At this time. they drew absolutely no attention.

. . explaining them in greaterdetail proved more effective. but the features that distinguish it from anythingelse on the market. respectand trust. ?RoDucT describedyour product to me properly and will ru\u. 6." Trust is always enhancedwhen the seller has become an A technicql expertat what he or sheis selling.indeedmany were.I was able to ease them into a purchase. We all like to buy somethingfrom an expert-somebody r por{'T UND6RSTAND we like. it is different.trust that you really know your subject and fully .Let's saythe sellersays. Latet.usedwords that you didn't understand. Buying is indeed a process ANYOFTHIS of trust.in describingthe if product. everything there is about the product I am selling. "I TECHNICAL STUFF 'M&."I have explanation will build confidence studied everything I could on competitive products and know in the prospect. New Features: Highlight thosefeatures which make your product or servicenew. the Look at the questionsthey raise and see if you've addressed them fully in your copy. 9 U 1 . Why? Because it 116 . "Did I explain the product sufficiently to my prospect?" You might ask a number of peopleto read your copy to seeif they understand product and its features. You might also be impressed the seller. Technical Explanation: Regardless the productor serof vice. as consumers understood more and the products becamea commodity. The buyer's thought processmight be. eachad can be enhanced with a technicalexplanation.you should always check your copy to make sure you have explained all of the features. 7. Hr Y .". unique or novel.r SU?eRl vE give me something of value that I want in return for my hard-earnedmonev."You would naturally have a greatdeal of confidencethat this seller's product is indeedgood. Ask yourself. E THEY UNDrR'TAND understand the product category and have a -Ue ff. This might appearto be the sameas the copy element"Product Explanation" that we've just discussed. In addition to the aboveconcept. By explaining computersin very simple and basic terms without getting too complicated. Here you are revealingnot just but the features of the product. . so I know that what I am offering you is the best product at the best value.

it? understand Why did you evenuse it?" Providing a technicalexplanationwhich the readermay not showsthat we really did our researchand if we say understand it's good' it must be good. And accept I the Sometimes fruit will be wind scarred. tt7 . In a mail order ad. sellermust becomean experton the product in order to talk about it in technicallanguage. in fact. they sensethat we know what we are talking about. a technicalexplanation? using technicalterms that not too many people understanduntil they come to the seminar. By is. in A good example of this techniqueis expressed the following caption I wrote for a picture of the integratedcircuit in a watch: circuit which integrated A pin pointsto the new decoder/driver circuit integrated countdown takesthe input from the oscillator the and computes time while driving the display. If not.In fact. make sure you indeed become an expert. when I sent the ad to the manufacturerfor approval. It builds confidencein the buyer that he or sheis indeeddealingwith an expert. provides utmost the Very few people would be able to understandthe technical commentary.he called my attentionto the caption under the picture "What you wrote there is correct but who is going to and said.Jimmy Calano of CareerTrack for me after I explainedthe reasons a technicalexplanationand "Joe. do you realizethat the outline of one of my seminars said. was one of our best-selling in Another exampleof a technicalexplanationappeared the came up to outline of a seminar.His product was grapefruit and he was explaininghow he gradedthem: eachfruit Even afterpicking thereare othercarefulinspections it I grade for it. I'll mustpassbefore accept I sizethe fruit.This single circuitsand of thousands solid-state devicereplaces space-age to reliability-all unique Sensor.the watch products. This is not deception.would appearthat the seller really was an expert about the prodA uct. but before you write them. technical explanationscan add a gteat deal of credibility. the consumerwill see right through the ploy.Incidentally. won't beauty." Yet anotherexampleis an ad written by Frank Schultz after attendingmy seminar.

feels more confithe dent in the purchaseand consequently motivatedto reach into is his or her pocket and exchange hard-earned money for my product or service. it I sayI accept only perfect RoyalRubyReds. or sometimes will havea bulgeon the stemthat we call it "sheep nose. Remember." won't accept you canseeI reallymean when I it. calling it the worst-lookingproduct I'd ever seen.we resolvedit in our ad.it. The consumeris too sharpand will not buy. A good exampleof anticipatingobjectionsis in that ad we saw earlier in Chapter 16 for that expensiveelectronic pinball game from Bally Manufacturing.I laterjustified the product by calling attentionto its spectacular features.cular price point. Anticipate objections: This is a very important element to consider when writing copy.you're not in front of the consumerand you have to sensewhat the next question might be. then raise the objection yourself.direct mailings and infomercials I conveythoroughknowledgenot only of what I am selling but of the entire universe of products available.The averageconsumerwould raise the questionabout service. In many of my ads. It is then that you have to raise the question about installation yourself and not hide from the facts. it is your opportunityand duty to resolvethe objectionstoo. And the consumerappreciates effort I took. with it. You must be honestand provide alternative solutionsor dispelthe 118 . it would turn me off if I were a consumer.So I raisedthe objection at the very beginningof the ad. If you rememberfrom Chapterg. but only after I had raisedthe objectionmyself. Resolveobjections: Just as you haveto recognrze objections. 8. If you feel that your prospect might raise some objection when you are describinga product. I looked at the product and saw that it was really ugly. If you sensethat there might be an objection and you you won't get away ignore it. I convey the thoughtprocess went throughin picking the productI choseand I why it is better than anything similar at a parti. It didn't have a good designat all. In fact. Another exampleof raising an objection is in my ad offering a thermostatfor the home. catalogs. Often productsthat require installationconcernconsumers. it's like ignoring that consumer. 9.

remain. sports in otherprofessions which women and leisure.A woman in Egg Harbor City. when it comesto installation.wrote: Dear Sir: Your friend.may regardhimselfas a in he but salesman. long way. Finally.It was in the namedBob Ross who tried to form of a story about a salesman until he convinceme to sell gold chainsin my catalog. lady pilots or professionalwomen? Make sure there are no sexual or sexist comments that would offend any group and know your target audienceso that you can communicatein their terms.The ad copy was considered to many to be one of my most creativeapproaches selling a product. Cordially Century. female or both male and female?Are they female golf players. Bob Ross.hardlook at theperson department a he Apparently hasto "comea for the ad on page37 is in order. we talked about the modular circuit boards that you simply snap out and exchangeif serviceis required. With the pinball game. New Jersey. single-spaced Was I really insensitiveto women? Did I demeanthem in my rr9 . wishingyou immediate And with that she signed her name. I did get a few letters as a result. It was a two-page letter which included a copy of our mailing label.Mr. She finally concluded: responsible or Perhaps long. the military. The chainshad nothing to do with the core productswe had been selling-electronic gadgets-however." In the caseof the thermostat.I resisted havemodel showedme a picture of his cousinwhom he offeredto the chains in one of my ads.More on this later in copy elewe ment 14. I onceran an ad for gold chainsin my catalog.baby"to catchup to theTwentieth I bankruptcy. unfortunately comesacross your successful asshole. "Service. explained in incredibleadvance technolthat beneaththat ugly skin was an ogy.objections completely. Gender: Who is the consumer?Male. I quickly acceptedthe product after by seeinga picture of Bob's cousin. 10.racing and several now play a very activerole.we are very open and honestand explain exactly what the consumercan expectduring the installationprocess. air traffic control. ad asa consummate of The letter then went on to point out the achievements women in many technical fields.

home and relationships. clich6s: Avoid the obviousones:"Here's the productthe world has been waiting for. machines. For example. It is also important that you recognize the differences betweenmen and women in terms of what is important to them.Women are assumingthe roles that men once had exclusively and men are doing things today that yearsearlier would havebeen considered feminine. don't. family."Seeif you agree.of course. How do you know if you are writing a clich6?If it sounds like you're writing typical advertisingcopy some agency may havewritten 20 yearsago. military combat. 11. Clich6sseemto be usedwhen you havenothingreally significantor good to say and must fill up space. women are generally into color. I stated. fashion. that's one clue. 12.ad copy? I've reproducedthe ad in Chapter 34 and it is called "Gold SpaceChains.Keep it simple.simple."It's the breakthroughthe world has been waiting for!. in l9l1 read.the easierit will be for people to read and get on the slippery slide and stay there. Avoid big words that confuse those who don't know them and which often establishthe writer as a pompoussnobunless. The lead sentencefor the first pocket calculator I introducedin the U." or "It's too good to be true. Back when I wrote them." If you feel inclined to use a clich6. Being aware of the differences(and sometimesthe lack of differences) the is most importantpoint here. Sure.The clearerthe copy and the more concise.you're trying to appealto pompoussnobs. at the time. earningmoney and supportingtheir family.The only exceptionto this rule is when you give a technical explanation."It's the most excitingnew breakthrough electronicssincethe transistor in radio!" Ironically.short and to the point. it may have actuallybeen more truth than clich6.they overlaptremendouslytoday.And this awareness help you harcan monize with your targetaudience understanding by how to communicatewith them and knowing what might offend them. Men are more likely into sports. clarity: Your copy shouldbe clear. isn't it? I wrote it then but would never write anything as trite today. My first severaladswere replete with them. described as earlierin copy element7 in this chapter.S. I didn't know better. Have I usedthem?You bet. in my 1972 ad for a desktop calculator.' Bad. r20 -*'n .

Vary your sentences. and you createa nice rhythm within that senby the word tence. a mixture of sentence sentence. you will seehow many of them havetriads throughout. Humor writers know this well. Service: If you are selling an expensive the that is not easilyreturnedfor service. we knew that a buyer might have concernsabout the matter of service. the most you have difficult copy to write is humor." In copy you list threeitems in a serieswith the last item preceded 'and'. So what does this rhythm sound or feel like in advertisingcopy? then a long senIt has no distinct pattern:a short sentence. the back of our customers'minds. Got it? In short. In selling our Bally pinball game by mail.13.But if thereis a remote to that is needed establish possibility that the consumerwould still ask about service. followed by a short senfollowed by a medium sentence tence tence and then another short sentenceand then one really long lengthswhich.then you must address this issuein your ad. In fact. so does copy. You to have to know how not to be too obvious in your delivery and you've got to understandthe art of timing.In fact.a screwdriverand a pair of pliers. Pretty boring. when you read someof the ads in SectionThree of this book. Another rhythm technique is the use of what is called a "trrad. Think about how copy would sound if all the sentences were very short or very long or all had a distinct predictablepattern. when read together.gives a senseof variety and rhythm. For exampletake the sentence.Why humor? Because know how to build up to a punch line and then deliver it. Often the mention of a brand name manufactureris all easeof service. And that's the point of copy rhythm. We addressed The following is the subheadingand paragraphwe used to alleviate any customerconcerns: ." Very often when I list examples or attributes of some"I thing. If you can write good humor. product or one 14.you must address question of service and convey the easeof that serviceto the consumer. I usejust threeof them.What if the pinball game broke and required repatr? It was large and of expensiveand the inconvenience a broken game would be in that in the ad. you've already got the rhythm thing down pat. vary their length to give your copy a rhythm. went shoppingfor a hammer. Rhythm: Just as a song has a rhythm.

Another good example of how important service is to help sell a product took place during the height of the digital watch boom in the mid'70s. booklet and simply remove the designated light bulb or part and sendit to the servicedepartment closestto you for a brand new replacement.Fireball is also self-diagnostic. Unlike mechanical watches. And since I look at problems as opportunities. I recognrzed this as a problem that had to be addressedin our copy. And we sold thousands of pinball machines to people who ordinarily might not have purchased a unit because of their concern about service. We have selectedthe Sensor as the most advancedAmericanmade. Even your TV or stereoisn't that easyto repair. testing and quality control before assemblyand final inspection.Simply pressthe testbutton on the back panel of your machine and the exact problem is displayed on your scoreboardin digits. Serviceshould neverbe required. we again played up the part on service. JS&A will 122 . A full paragraph was used to cover the issue of service. these new electronic timepieces had batteries. solid-state timepieceever produced. The Sensorl7O has an unprecedented five-year parts and labor unconditionalwarranty.but if it should anytime during the flve-yearwaffanty period. "Where is the opportunity in this serious and rapidly growing problem?" I then came up with the following copy to establish the quality of the product we were offering and our commitment to back it. Then later in a summary of the offer.we will pick up your Sensorat your door and sendyou a loanerwatch while yours is being repairedall at our expense. us say Let somethinggoeswrong with the system. I wondered.And we put our company and its full resourcesbehind that selection. The industry was expanding very rapidly but there were problems with the reliability of these space-age timepieces. used sophisticated chips and circuitry and had a high defective rate.Each watch goesthroughweeksof aging.DISCUSSION SERVICE A FRANK OF Fireball is a solid-statecomputer with its electronicscondensed on integratedcircuits-all hermetically sealedand all pre-tested for a lifetime of service. Check the instruction plug-in circuit board.

Our customerswere we literally amazedat the way we followed up with our serviceprogram. And each time he sold a car. Physical Facts: In copy you must mention all the physical facts about a product or you risk reducing your response. But that's not the point of this example.It wasn't price that madeJoe'ssuccess.His customers' serviceproblemsbecamehis.We'lI evensendyou a loanerwatchto use while your watchis beingrepaired shouldit everrequirerepair.I '1 . they only wantedJoe. fl {t . they even got a call from us to make sure everything was OK. the customer would call us on our toll-free numberand we would immediately sendout a packagecontaininga UPS call tag that allowed UPS to pick up the defectivewatch free of charge.we had overcomea major objectionthat we realized. and turned it into an opportunity. JoeperAnd formed.D V guarantee Sensor-eventhebattery-for five unconditionally the years.a loaner watch and a postage-free envelopefor the consumerto return the loaner after receiving the repaired watch.rn advance.By showing such a strong commitmentto service. you will melt any resistance buying your it to product. Joe Girard. Joe became that buyer'spersonalservicerepresentative. who is in The Guinness of Book of World Recordsfor having sold more cars in a single yeat than anybodyin history. I23 . If the issueof servicewas raisedin the minds of our prospects. 15. We alleviated any concern about service in the copy of the ad.but the one factor that madeJoe (asidefrom the fact that he was a very such an effective salesman personable guy) was the way he handledservice.Joe's books on salesmanship worth are readingfor their many insights.The Sensorwatch was one of our best-sellingwatches and the mailing list of watch customersbecame one of our strongest mailing lists for future offers. althoughthat was important. Then when buyers returned for another car. Servicein the sellingprocess beena critical factor in the has success a personalfriend.could be a problem.If serviceis a considerationin the subconscious mind of the consumerand you address up front.it was his attitudetoward service. it was now resolved. And after they receivedtheir repairedwatch. This gave our company the opportunity to prove to our customers how consumer-oriented were. Indeedwhen a customer's watch did not work.

Here were my customers. I remember showing an object that was being held in my hand. I gave the exactdimensions failed to give the weight because weight but the was not really relevant. Sometimesyou might think that a certain dimensionisn't really important or the weight may not be necessary. I did this because was it on the phone lines that I got many of my insightsinto the buying process. as is the casewith mail order items.the lesschancethe product will be returnedand the more 124 - . but if you don't mention it.I got a lot of calls from peoplewanting to know the weight before deciding whetherto bry. And how many more customersdidn't bother to call and check on it? Of course. Give readersany excusenot to buy and they won't buy. If I were selling a box of 24 rolls of toilet paperat a bargainprice deliveredto your home and it was a brand that you alreadyused.motivated enough to reach into their pockets and pull out their hard-earnedmoney for a product they trusted me to sell them. What a wonderful opportunity to peek into this processand hear the really subliminal reactionspeoplemade when they responded. The point: List the physicaldimensions evenin cases where you think they are not that important.We eventuallyincludedthe weight of the scalein the ad. Make sure your trial period is at least one month. I didn't give the actual weight of the scale itself. It may be a weight or dimensionthat you thought was irrelevant.limits.The only time you can make an exceptionto this rule is when the value is so strong and the product so familiar that the consumeris willing to take the risk. I rememberrunning ads for products and then personally taking the orderson our toll-free lines. Trial Period: You must offer a trial period for any product that the consumer cannottouch or feel at the time of purchase. 16. "Who would care?"I thought. two months. But my prospectsdid care and frequently asked. It was during my time on the phone lines that I learnedthat if you don't give all the facts. But it's not true. dimensions. or even better.it givesyour customerthe excuse not to order.etc.size.I'm talking about weight. I rememberan ad for a scalepictured on the floor. peoplewill call and ask for it. speed. then you wouldn't need atrial period. Tests have proven that the longer the trial period.they didn't order either.

You feel the pressure. Even the watch. An exampleof a price comparisonwas my ad for the Sensor watch. ness andexceptional item or somethingthat is a If you are selling an expensive good value when compared to another product. I stated: presswhichrequires the uses LED technology The $275Pulsar ing a buttoneachtime you want to reviewthe time. So you put the product aside. Just knowing you could have returnedit was enoughto make you feel comfortableholding on to the purchase."and you return it. Let's say you receive a product that has a one-weektrial period. right? You even have a pretty good feeling about the company offering the product.so I'm not going to take what do you do?You say.If your product is want to focus on bettervalue and use a price comparison. Price Comparison: Wheneverpossible. "I'm not sure.You've got one week to make up your mind. No pressurethere. you examinethe product and try to make the deciso sion as quickly aspossible.accuracy.If you areunsureafter the week is up.can't Synchronar $500 solar-powered and with the Sensor its 5-yearwaranty.confidencethe consumerwill have in dealing with you and purchasingthe item. to statewatchcan compare Sensor's value. But let's say you have two months to make up your mind.And no solidcompare ruggedquality. 17. erationsthat motivate consumersto buy-namely that they are getting real value.If your product is the most expensive that it has more product being offered.then you or better features.in our opinion. 125 . The company must be they are confident that you're going to like the product because giving you a two-month trial period.offering a price value in the mind of comparisonto anotherproduct establishes This points out one of the really importantconsidthe purchaser.You use it freely. not worried abouthaving to make a decision. you should always considera price comparisonas a meansof establishing the value of your product.and then beforeyou know it the two months are up and you've not even thought about returning it. the chance.then you want to suggest less expensive.

when I was selling the Olympus micro recorder. Your comparisonmust be totally accurateand be I007o fair or you could be sued by the companywhoseproduct you are comparing. the famous astronaut. I then continued to show how inefficiently the Lanier was sold (through a direct selling organization) and how efficiently L26 .endorse my product. The olympus recorderis endorsed JS&A s president by who pilots a more cost-efficient single engine Beachcraft Bonanza.He did.The golf star does not endorsethe Lanier unit for free.I statedthe following: Headline:Endorsement Battle Subheadline: famous A golf starendorses Lanier.Michael Jordanwould be a natural. by You'll save $100asa result. doesnot get paid for endorsing products-just for selling them.But there's a word of caution. have the wrong effect and kill salesif the offer is not believable. After all. our presidentalso drives a VolkswagenRabbit.it made senseto haveWally Schirra. You can also use what I call a "reversetestimonial. Make sure that the celebrity matcheswith the product and adds credibility. If I were selling basketballshoes.That new Olympusmicro recorder shownabovesellsfor $150. For example.Its closest competition a $250 is recorder calledtheLanierendorsed a famous by golf star. FANCY ENDORSEMENI The famousgolf star is a pilot who personallyflies his own Citation jet."That is where you don't use a spokesperson you refer to your combut petitor's.And his Bonanzais not as expensive to fly as the golf star's Citation. Seeif your ad copy could use a celebrityfor a testimonial. but make sure the testimonial makes sensefor the product. In fact.on the other hand. Testimonials: A testimonialis a good way to add credibility if it is from a very credible person or organtzatron. and the product sold very well. a good portion of his income is derivedfrom endorsing products. Copy: Judgefor yourself. the Our unit is endorsed our president. 18.This approachcan be usednot only in the copy but in the headlineor photo. our president. The use of a celebrity that doesn't make sense for your product or doesn't add credibility could backfire. When I was selling a space-age Midex security system.

Order two pots with Teflon coating your ad.answerthe questionthat is being raisedby the readerwhen the questionis being raised.the Olympus was sold (via direct marketingand throughJS&A). just it. It could happen It halfway throughor it could happennearthe end.Whatevertestimonialyou do use.The public will seeright through a lie and the FTC won't be far behind.You must.After all. or in the copy highlighted with a bold typeface-you are answeringthe questionthat the readeraskswithout knowing when the readeris ready to ask the question. you want to underplay Don't hide it. I've used them extensively in my BluBlocker infomercials.the price will pop out and answerthe question. Price: Another important copy point to consider is price.And finally. then make the price larger. another one could come from thosepeople who use your product and sendyou an unsolicited testimonial. Another form of testimonial is from the man on the streetused primarily on TV. which is the ideal place. Should the price be obvious?Should it be large? Small? Theseare importantconsiderations must be examined. There is one exception. 19. make sure it is authenticand honest. As I write my ad I havealwaysanticipated questions my the prospectswill ask. you want people to seethat benefit very clearly. Offer Summary: It's a really good idea to summarrze near the end of what you are offering the consumersomewhere "So here'smy offer. By putting the price in a logical position in the copywhether it be in the coupon. If the product is expensiveand it's not the price that will sell it. The conclusion:savingsof $100 for an evenbetterproduct-all becausewe didn't have our product endorsedby an expensive spokesperson. could happenbeforethey readthe ad.as an effectivecopywriter. t27 gT: . and If you're selling a product or serviceat a very good price. underplayit.The readersimply scansthe ad and if the price is in bold or in the coupon. I have always felt that the point at which your readerwill want to find out about the price could happen anytime during the reading process.I never know when they are going to wonder about the price of the product. 20.

Avoid Saying Too Much: This is probably rhe biggest mistake my studentsmake. I28 .This usually meansediting and reducingthe copy length until it has rhythm and flows.I statethe following or something similar: "I urge you to buy this at no obligation."You'll be surprisedat how many ads miss this importantpoint. "Is there a simpler way of saying this?" very often you can cut your copy down 50 to even B0%o still say the samething. Believe it or not. My recommendation: Use a coupon with dotted lines. They say too much. say to yourself as you go through the editing process.95.and you'Il receive the two pots plus our handy cookbook and video for the price of only $19.summarized the offer and your prospectis ready to buy. There are really two issueshere. 21.and if you're doing it right.a tear-offreply card or any vehiclethat is easy to understand and use. It's and the differencebetweena salesperson who talks too much and one who is to the point and succinct.a coupon. The first issueis one of editing. 22. First." Have you ever met a salesperson who has already sold you and you are waiting for the salesperson ask you for the order but he to or sheneverdoes?It's happened me. You've got to ask for the order. And it is one of the probto lems with a lot of inexperienced salespeople.At the end of an ad. this is often forgottenby many copywriters. today. This could take time and involves a few steps. 23. In tests. ChapterlJ on editing also hasideaswhich will help you reduceyour copy.Wouldn't you ratherbe sold by the one who is to the point? There is anotherissue involved with not saying too much.Ease of ordering: Make it easyto order. It is normal to say as much as you can about a subjectand then refine the copy to a point where it flows smoothly.it usually generates more response because the dotted lines clearly convey at a glancethat you can order the product from the ad.use a toll-free number. Ask for the order: Always ask for the order near the end of your ad. it shouldbe at the very end of the ad where you've finished selling your prospect. and later in this book in Chapter 20 I explain how not saying too much will actually enhanceand even stimulate the selling process.

You havejust learned 23 copy conceptsand how they are to be used. can make a dramatic difference in the credibility of your copy. So read on.These 23 copy elementsare points you want to consider when you are writing copy. But the really interestingpart of my checklistis in the next chapterwhere you'11learn about the psychologicaltriggers that need to be consideredwhen you write an ad. One of the other benefitsof the list is to give you an insight Some. Use this chapteras a checklistwhen you get started. Now learn the 24 psychological triggers-the underlying motivacopy should convey.When I was teachingmy seminarcourse. into the relativeimportanceof the variouscopy elements.this was the part my studentsenjoyedthe most. r29 . Others. like the ParagraphHeadings. Can some of them be eliminated?Possibly. that good direct-response tional messages often in subtlebut very effectiveways.you might discovera few deficiencies and in your ad copy which can be correctedwith my suggestions might result in enhancingyour response. have little purpose other than to make the copy less imposing. You first learned about the 10 graphic elementsand their purpose(to get you to of read the first sentence the copy) in Chapter4.like ResolveObjections.But simply by using them as a checklist. Use the convenient copy elements checklist located in Appendix C in the back of this book and make a copy to keep right next to your computeror desk when you are writing an ad.Considerall of thesepoints when you write an ad.

you will find this chapterfascinating. What he would do was stand in the aisles watching customers walk into the store.he had a I07o chanceof selling them. considerwhen writing the actual copy. he knew that he had a 507o chance of selling them. enceand gradualinsight to understand You may understandand relate to some of these concepts right away. If you've found this book informative so far. He would observe them. but that wasn't what impressed me. In direct response advertising.you don't have the opportunity of sitting in your prospects'mailboxes or in their living rooms observingthem as they read your salespresentation.He was the most successful salesman at a TV and appliance this storeeverhad.So let's start. The first part of the 57-point checklist involves the 10 graphicelements an ad-those elements designed get you to to of The previous chapter coveredpoints to read the first sentence. And finally.He consistently beatout all the othersalesmen. If they walked up to a TV set and startedturning the knobs. Some you may not fully understand without experiencing them yourself. It was the way he decidedin advance who his best prospects might be. some will require a fairly detailedexplanation.|$ ChaptenThe PsychologicalTriggers Thr is probably going to be the most interestingof the 5l print points you want to considerwhen writing a direct response ad or any kind of selling message. Feeling of Involvement or Ownership I was once told this story by a mastersalesman who worked store. 1. He had some very good salestechniques. You 131 . experiand implement. But now get ready for the psycholo that should be considered gy when writing your advertising message-conceptsthat took me years of failure. If they didn't turn the knobs.

as direct marketerswill tell you. This technique is used in many different ways.in one of my earlier calculatorads. let your readerstake a stroll down a path with you or let them smell the fragrancethrough your nose or let them experiencesome of the emotionsyou are feeling by forming a mentalpicture from your description. If I were writing an advertisement the Corvette sports for car. supersports car. Seehow easily the keys snapto the touch. Punchthe accelerator the floor and to feel the burst of power that pins you into the back of your contour seat. Sometimes may seemsilly. I might say. In all my ads I try to make the prospectsimagine they are holding or using my product.Watchheadsturn."Take aride in the new Corvette.Look at the beautiful display of electronictechnologyright Feel the power and excitementof America's on your dashboard. For example.I might havesaid.are not thereto seeany knobsbeing turned. In your copywriting. Have you everreceivedthosesolicit itations that say. Seehow small and how light the unit is. this type of involvementdeviceoften doublesand triplesresponse rates.It's not t32 . makethe readerbelievethat he or she I could indeedbe holding the calculatorand experiencing very the It's samethings that I've described." I would still explain all the specialfeaturesof the car-the logic upon which to justify its purchase-but I would really play up that feeling of involvementand ownership.But you can get them to turn the knobs by giving them a feeling of involvementwith or ownershipof the product you are selling. In direct response. I take the mind on a mentaljourney to capturethe involvementof the reader.whose mind is like a vacuumwaiting to be filled. "Put the 'yes' disk into the 'yer' slot and we will send you a trial subscriptionto our new magazine"?I often wonder who inventedthat seeminglysimplemindedandjuvenile concept.Feel thebreeze blowing through your hair as you drive through the warm evening. of In short. mentalenergycreatinga picture for the prospect."Hold the Litronix 2000 in your hand.Yet." I create through imagination the reader'sexperience turning the knobs.it is often referred to as an involvement devicesomething that involves the consumer in the buying process.

circled them and sent the ad with the misspelledwords circled. Where's "Here.. My wife.il r{I ! l . Although I wasn't the first to sell it. r ttl' . First. your reader is either taking action or imagining taking action through the power of the words you write. and in cards a classroom out Brownwaspassing Valentine Charlie "Sarah' Mary. told me this fascinatingstory. 133 d .simpleminded at all but rather a very effective direct-response involvementtechnique. The ad that I wrote had several misspelled words.Sally.t . .My daughter Jill?" saidCharlie Jill. The product I was offering was the Franklin SpellingComputer-a device that helped correct your spelling. she ing the showthatshethought wasa partof it. So I tried an involvementdeviceas a methodof lowering the price.Similarly. who was watching as well. Let me give you a perfect examplefrom an ad that I wrote. you would get $2 off the price of the computerfor eachmisspelledword you circled.It is no wonder that TV advertisingis one of the most effectiveways to sell. . of off wasreading names the recipients."Shewasso involved watchin her raised handandsaid. But the manufacturerwould be pretty upsetwith me if I were to drop the price. I had a model that was a little more than the first version.April. sophisticated I examinedthe product and felt it was priced too high. immediately Brown.'1 qq. demonstrated Valentine'sDay TV specialand my daugha Peanuts There was ter Jill was sitting and watchingthe show with her seven-year-old sister. . almost touch the product. I I use involvement devices quite often. I wrote an ad that describedthe product but with an unusual premise. An involvement devicethat ties in with what you are sellingcan be very effective.when she was four years old. My own daughter. clearly how you can get involved in the salesmessage.hearand can TV is a greatexampleof involvement. .It was a novelty when it first appearedand it sold quite well..'J 4 ill . The resultsreally surprisedme. The readerbecomesinvolved in the solicitation. The Involvementof TV You see. If you found the misspelledwords.

Adjust the weights. on average. Advertisingcopy that involvesthe readercan be quite effective-especially if the involvementdeviceis part of the advertising.those who really neededthe computer got real value.When the responsewas finally tallied. "Joe.Your advertisingmust be honest." I EvenMode More Money And the response was surprising.you are making them feel that they have alreadybought the product.but then agarn. And.even the word 'mispelled' was misspelled. I spent the last hour and a half trying to find all the words and I don't evenintend on buying your damn computer. I also receiveda few phone calls from peopleI hadn't heard from in years. to my amazement. 2. Honesty If I had to pick the single most important point of the 57 points.I normally don't read the entire Wall StreetJournal for that length of time. It can make direct response copy far more effective. I would pick honesty." In short. people only caught. I want you to know. I ran the first ad in The Wall StreetJournal and the response pouredin. in you won't achieve a successfulresult. comthe puter was worth more to you than to somebodywho found all the mistakes. Give the consumer a price 134 . of course. .I anticipated that the readers would find all the misspelledwords. The feeling of ownershipis a conceptthat is pretty close to the feeling of involvement. In fact.half of the words and I earneda lot more money than I had expected from the ad. "when you receiveyour exercisedevice. An examplemight be. keep this very importantconcept in mind.but here you are making readersfeel that they alreadyown the product and you're letting them usetheir imaginationsas you take them through the stepsof what it would be like if they alreadyowned it.work out on it. Seehow easyit is to storeunder your bed. Wheneveryou write an ad. you paid more for the computer.. This doesn't meanthat if you are dishonest your message.My concept was simple. . . If you didn't find all the misspelled words.

It's about honesty as a psychologicalselling tool. but it will also say what you thought you coveredup. whether it be on national televisionor in my print ads. but not for the long haul. Even a reader who hurries over your copy can feel the difference. And since they are smarterthan you or I. the more responsivemy customers. I would point out the flaws up front. And it seemedthat the more truthful and frank my ads were.I soon reahzed that truthfulnesswas one of the best advertisinglessonsI had ever learned. Consumerswere so impressedwith this approachand had that they would eagerlybuy what we such trust in our message offered.I would explain why the flaws really didn't amountto much and why the consumershouldstill buy my product.t . phony statement I learned to make every communication to my customers truthful. And the more truthful I am. the more the consumer responded.4[[ 135 d .that's too hard to believe or a product that doesn't live up to its claims and you might be able to get away with it once. you can't fake the truth. With all the experienceI have in marketing products and with all the product knowledgeI've gained over the past 35 years. When I wrote a JS&A ad. But this sectionon honestyis not aboutwhetheryou can get away with being dishonestand for how long. First.f J tr. Consumers are very spnlf-smarter than you think and smarter collectively than any single one of us.And the more truthful you will are in your advertising. maybe eventwice. 'r.the more effectively your message by be accepted your prospects. I would include many of the negative features of my products.1loucan take my word for it. The consumer can also tell whether people are truthful in what they are trying to communicate. Try to lie in your copy and you are only deceivingyourself. Consumersreally appreciatethe truth.. And of course. let's start out with a very importantpremise. Your copy will say what you think you wanted it to say. the consumeris quite sharp. They'll pick out a every time.

an ad for a productwhoseprice In is exceptionallylow.3. the image that you conveyand eventhe typefacesthat you use.is indeeda valid offer. clich6sand someexaggerations will removeany credibility your offer may havehad. One of the most important factors that could affect credibility is not resolving all the objectionsthat are raisedin your 136 . 4. Integrity Not too far from honesty is integrity. as great as it may seem. However. Does the consumer really believeyou? Rash statements. Is it cleanand neat?Or is it shoutingout at you with color bars running in different directions and headlines screamingand words underlinedand pictures exaggerated? You get the idea.Don't show it and are rarely successful. You can conveythis integrity by the truthfulness your message. In short. chancesare you've gone a long way toward establishingyour credibility. Credibility also means truthfulness. You might explain that you are buying a very large volume from the Far East and that you were able to buy the remaining stock from a major manufacturer a very low price.credibility is not just honestyand integrity.The integrity of the persondeliveringthe message is always amazinglyclear to the recipient. Integrity can be reflected by the choicesyou make in the layout of your ad. look of the of your ad. An advertisement a is personalmessagefrom an organrzatron an individual and is a or direct reflection of the writer's personalityand integrity. you've got to conveythat the offer you are making. Show good integrity and your advertising message will join the ranks of those who be well received. for you've got to establishthe credibility of your companyand your offer.Yourjob is establishing credibility for your price. Let's say you are offering somethingfor $10 that everybody elseis selling for $40.And this integrity is often reflected by the appearanceof the advertisementand the copy you write. Credibility is being believable. Credibility If you convey honesty and integrity in your message.

Again.If it is obvious that a product doesn'tjust pop out of the box readyto use. it must be good. In our tests. you are piggy-backingonto their credibility and their constantvigilance.You need to raise all objections and resolvethem. The effect of credibility also extends to the magazinesor newspapers which you advertise. When I appearon QVC-the TV home shoppingchannelit is easy to sell a difficult product that normally would require a lot of credibility.we provide you with the tools. You are in essence sensingthe next questionthe consumer honestand credmay ask and answeringit in a straightforward. suchas hiding somethingor avoidingan obvtous fault of the product or service. I've piggybackedmy productonto QVC's credibility." Once again. In short. samead in The National Enquirer and you then take on the lack in of credibility that this publicationhas established the mind of the reader. "To make it easy.if I'm offering an electronicproduct by the name of Yorx with the exact samefeaturesas one whose t37 .you must explainthat it doesrequireassembly. You can enhancecredibility through the use of a brand nameproduct. place that of. Products that require installation or assembly ate good examples. It must have the quality that customershave come to expect. a productis being offeredon QVC.and chancesare the product will be bought by somebody who has bought product before from QVC and alreadyfeels that the company is a very credible concern. you advertiseyour prodin If uct in The Wall StreetJournal. credibility is affectedby the environmentin which you place your advertisement.readers'minds.For example. The integrity of your product. You might say somethinglike.making suretheir readers aren't being taken advantage On the other hand. and the combinationof QVC's credibility and my product's credibility is pretty powerful. The reason:QVC alreadyhas a lot of credibility If with their customers. your prospects will not feel comfortablebuying from you. ible way. your offer and yourself are all on the line. and unlessyou conveythe highestcredibility in your ad. it only took five minutes for somebody with very little mechanical skill to put it together.it is the anticipationof objectionsand their resolution that meansso much to the credibility of an ad.

Parisor New York. you want to convey. The various ways of adding credibility shouldbe an importantconsideration in crafting your advertising. Simply educating the reader to the intrinsic value of your product is equivalentto lowering its price. there was a company by the name of The Tool Shack selling computers. By positioningyour productand comparingit with othersor by proving the value of somethingeventhough the value may not you are providing the logic with which the prospect be apparent. Value and Proof of Value Even if you are a multi-millionaire. So justifying its value is somethingthat the consumerwantsto do before making an emotional purchase. That's why some companieslocatedin smaller cities have offices in London.brand name is Sony. You buy a Mercedesautomobile emotionally but you then justify its purchaselogically with its technology. In the test. For example. Only the nameof the companywas different. Adding an appropriate celebrity endorser is another effective way to enhance credibility. 5. In an ad. The buying transaction an emotionalexperience is that uses logic to justify the buying decision.that what the customeris buying is a good value.through examplesor by comparison. 138 . too.The name of a companycan.thereis a value associated with the educationyou are providing your reader. the JS&A ad far outpulled the other ad.which one has more credibility? The Sony would probably sell betterif both were at the sameprice. This company's name actually detracted from the credibility of the product they were selling. you want to know that you are not being taken advantage and even more importantly.A typical examplein one of my ads is where I comparemy prices to productswith similar featuresand point out that I'm providing a better value. We once ran the same ad in The Wall StreetJournal to test the effect of our JS&A name against a lesserknown name-ConsumersHero. canjustify the purchase.safety and resalevalue. of.Sometimes city or a statecan add credibility. In short. that you are getting value for your financial investment.

Too low a price may diminish your credibility unless you justify the low price. the price. the more needthereis to justify purchase. 6. when I read your ads.neverbuy.l I i '1.recognition(the men in your healthreasons life will love the way you look in it) or dozensof other reasons basedon the wants and needsof your prospect. The higher the price point. the lower the L I . "Joe. then you won't answerall the prospect's "think about it" and. greedas a very strongfactor in Don't hesitateto recognrze or either low-priced merchandise expensiveproductsoffered at low prices. of this will give the prospectthe excuseto course."That's quite a compliment in and probably due to the way I justify a purchase the mind of the consumer. Greed Greed in the form of attraction to bargainsis a very strong motivating factor.I I've often had peopletell me.r ." saying. (protectsyour eyes).The lower the price point or the more value the the In price represents. the more greedplays a role. Justify the Purchase peoplemay think about while reading One of the questions Once agarn. fact.i. "You deserve And other times you might haveto jusit.it is a is "Can I really justify this purchase?" an ad questionthat is raised and then must be resolved. Many peopleare willing to risk dealing . I don't know how many times I've bought they were things eventhough I didn't needthem simply because a bargain.If you don't questions and resolveit. you shouldresolveany objectionby it's Sometimes just providing somejustification to the purchaser. lessyou haveto justify the purchase. feel guilty if I don't buy the product. there ts a 'Am I buying the product questionin the mind of the consumer: you must resolvethat questionor at the bestprice?" Once agarn.r:r') 'I 7. tify it in terms of savings(the price is a one-time-onlyvalue). you are not communicating effectively with your prospect.D V And with such intensecompetitionin the world. in Somewhere your ad.

for years I would call JS&A 'America's 140 . Even though the size of the ad was considerablysmaller." So I ran a small ad in The Wall StreetJournal announcingmy error.95to $69. 8.I offered a calculator for $49. "That product should have sold for $69. Establish Authority There'salwayssomethingthat you can say aboutyour company to establishyour authority. When you lower the price of a product. Greed is really not a very positivehuman trait.with an unknown vendor and pay lessjust to get somethingmore for their money. Greed is not a techniquethat can be employedall the time.Keep lowering the price.95and giving consumers just a few days to respondat the old price. and you'll continue to generate more unit salesthan before if the price drop is big enough.95 and now I have dealersall over the country calling me and complaining. For example. knowledgeand authority in a specificcategory. That's why the trend is away from departmentstoresthat sell general merchandise categorystores to that sell a specificline of products.Providing the consumerwith more than what is normally receivedfor the price is a way of appealingto the consumer'sgreed.The consumerloves to do business with expertsin a particular area. But it exists and it is a force to consider when communicating with vour prospects. "Don't worry. "I'll correctit. In one of my earlier adsin The wall streetJournal.Go too low and you'll have to add a little justification for the lower price as it will start raising credibility issues with your prospects.it outpulled the previousone as peoplerushed to buy the calculatorwithin thosefew days at the $49. size.95bargain price.position or intention." screamedthe manufacturer. raising the price from $49." I said. But it should be recogmzedas an effectiveelementthat plays on everybody's weakness.95 and the manufacturergot really upset with me.you usually end up with more unit sales. Thesestoreshave more expertise.

you can always say."(One of my seminarparticipants was actually in the chimney sweepindustry. only in space-age specialized Establishingyour authority is somethingthat should be of done in eachad regardless how big or how little you are.Let's call him Danny. a Peoplenaturallyrespect knowledgeable You might first check with the expert you want to buy a computer."If you really examine your company.He hasestablished authority and you feel quite comfortablegoing to Danny to get advice."What I was really largestsingle sourceof space-age the doing was establishing authorityof JS&A as a major supplier products. you will find something that you can your authority and expertisein what you say that establishes are selling.The words "single source" really meant of space-age that we shippedour productsout of a single location.'! 'f \. But there were always thosefirst-time readerswho caughtthe ad and neededthat reassurancethat they were dealing with an authoritativecompany in the field in which they were contemplatinga purchase. after you establishyour authority. "The hardest-working bunch of guys in the advertisingbusiness. We may productsthan Searsor Radio not have shippedmore space-age Shack. operation.thereis going to be the temptation to stop using the phrase that establishedyour authority.I know that when we had run our phrasefor almost six years I wonderedif we really neededit.1 il t\. for the chimney sweepindustry. in your neighborhoodwho is known as the neighborhoodcomhis puter genius. He'll thentell you what he thinksyou shouldbuy andfrom whom.It has name recognition. gives you a pretty good idea of Computer Discount Warehouse their authority.plus it tells you what it is through its name.)Or even if you are the smallest.'American Symbolic Corporation"was a companyI set up once and which soundedlike it was a very big "Jack and Ed's Video" doesn't sound very big at all. Then. but we shipped more out of a single location and we products. Sometimesit is easy to establishauthority by virtue of the name of the company. l l ti . I I I I I t4l .products.That phrasegavethem the confidence.For 'America's largest supplier of speciahzed products example. People Respecl Authority Let's say authority.

and I didn't want to make a stupid mistake. what's the problem?" "I'm about to Almost with tearsin her eyes. she felt that she was making the right choice I because said so. Sometimesthe authority doesnot even have to be statedbut can be felt by the copy. he'll recommend some retail outlet that has establisheditself with some level of authority. she thanked me." r42 .could you help me?" I was a little surprisedby the suddenness her approach of and. Let me give you a personalexampleof somethingthat really illustratesthe point. "Please.a young lady came running up to me and said. but I need somebodyto tell me if I've made the right choice. I looked over the computerand. having pretty good knowledge about home computers. It might be the cheapest computercompanyor maybe the companythat provides the best service. and then was off to buy her new computer.told her that she had indeed made a wise choice and that the computer was also a good value. could you come in the storewith me and give me your opinion?" I agreedand went into the store with her.and althoughshe didn't have any idea of what I was talking about.You'Il seekout the type of authority you need. As I was about to walk into a local business supply store in Las Vegas. The girl explained that she was attending college at UNLV (the University of Nevadaat Las Vegas)and since this was her first computer.the layout or the message an ad. Nobody Wqnts to Mqke o Mistoke Relieved. Estabof lish your authority in the field of the product or service you are selling and you'll find that it will make a big differencein your copy's effectiveness.she neededreassurance from somebodywho knew computersthat this was a good and wise purchase.As she was walking aw&1i.she answered.And chances are. If you know about computers. in fact. "Sure. first thought that there was somekind of emergency. buy a computerand I've picked out the one I like the most. I pointed out someof the technicalfeaturesthat would help her in her schoolwork. She told me how most of the people in the store really didn't know that much about computers. looked over her shoulshe "I've worked hard for my money der and said.

you may have first called somebody who was a partial expert on computersto ask for an opinion. Indeed. Even after you buy something. So the trial period provides the buyer with a level of confidence. We tell our family. our friends and our businessassociates and wait for their approval.you might havethought we are talking about the trial period. "I bet that's one of your best-sellingproducts. 9. After all. The consumercan changehis or her mind if it is not exactly what he or she is looking for." In many cases." one of the surprises had while taking orderson our phone I lines at JS&A was the number of customerswho statedsomething like.you often seekconfirmation that your purchasewas a good one. every direct responseoffer should have a trial period. But in every case."If you aren't totally satisfiedwith my product within one month. our neighbors. Satisfaction Conviction when you saw this heading. you may send it back for a full refund. however.wheneverI mentioned that the product they had just purchased was indeeda very popular product.If. It basically conveys a messagefrom you to your prospectthat 'T tl.you can trust the sales organLzation the as experts. a trial period could be definedas a form of satisfaction conviction. But a satisfactionconviction is more than a trial period." But that isn't what we mean here. "I just knew that it was. You too wanted reassurance and confidence about the purchaseyou were making-that the money you were about to exchange a computerwas going to be spentwisely.you just want reassurance." Peopleneed reassurance that they have made the right purchase.Before you bought a computer.The same for holds true when you buy anything of value.! I riH .therewas always a commentlike. the consumerneedsto touch and feel a product to make a decision about whether to keep it.then you won't need any outside expert opinion as the young studentneededin the example above. Sure.it wasn't. The late direct marketing consultant Paul Bringe oncewrote: "One of the first things we do aftet making a sizablepurchaseis to seek assurance from others that our decision was a good one.

Let me give you an example. "They must really believein their product."If you're I unhappywith BluBlockers. I said.the more orders I received. I testedvarious elementsin the 700-word ad." If your potential customer. I'm so convincedyou will like this productthat I'm going to do something for your benefit to prove how incredible my offer is." Tesling q Sotisfqction Convicfion Once I was able to test the power of a satisfactionconviction. When I first offered BluBlocker sunglasses. I changed headlineand testedit and improvedresponse 207o. Send us just your membershipcard and we'll fully refund your five dollars plus sendyou intereston your money. I conveyed a conviction that my customerwas going to be so satisfiedthat I was willing to do somethingthat is rarely done." Or they may have said.I'll refund the unused portion of your subscription. the by I changedthe price and saw little changein total response. "Bo]. In one ad. are they going to get ripped off.says.But when I just the satisfaction changed conviction." In either case.the response doubled."Hey. "If you don't buy anything during your two-year subscription. In an ad I wrote for the companycalled Consumers Hero."But what if you neverbuy from us and your two-year membershipexpires?Fine." or "How can they do it?" or'Are they going to get ripped off by customerswho will take advantage their generosity?"then of you know you've got a greatexampleof a satisfactionconviction."That must be a good product or otherwisethey wouldn't make that offer. said in my TV advertising. There is no trial period. rate In one ad. formed a club and offered a subscription I to the bulletin. however. The lower the price.after reading what you are going to do."If you aren't happy with your purchase. just call me up and I'11personallyarrangeto haveit picked up at my expenseand refund you every penny of your purchaseprice including the time you took to return the product." In the secondad I stated."A lot of people thought to themselves.But rather than just mail the bulletin to prospects. I was offering subscriptions a discountbulletin showing refurto bished productsat very low prices." r44 . sayssomethinglike. I stated.I'll let you return them anytime you want.

why it's a good offer and why he or she should buy the product. In the test. In the secondversion. you see a basic. however. I will do somethingthat few salespeople would do to ensureyour satisfaction." The right satisfaction convictionis importanttoo. It was effective in my ConsumersHero ad becauseit tied perfectly into resolving any last-minute resistance.1louseean offer that goes well beyond the trial period and can be classifiedas a satisfaction conviction. go beyond what peopleexpect. But be careful to use a satisfactionconviction that makes sensefor the offer.but in resolving it. this simple device will do a great deal for the success your offers.it's got to make sense.In the first ad. You've got to explain the offer to the prospect. The ideal satisfactionconviction should raise an objection and resolve it. You wouldn't want to raise an objection and then satisfy it with the wrong resolution. if you can createa powerful satisfactionconviction. at the very end when that important buying decisionhad to be made.the satisfaction conviction removed any remaining resistanceto buying into the concept. and then you've got to do somethingdramatic to push him or her over the edge-all within the very last part of your salesmessage.Yet. it's that last part of the ad where you've got an awful lot to do. Think about it.Make sure any objection is indeedsatisfiedby the correctresolution. If you have gotten the reader into the slippery slide and all the way to the end of an ad. This meant that people read the entire ad and then. The satisfaction convictionis a critical part of the salesmessageand few rcahzeits importance. the responsedoubled even though the satisfaction conviction was at the very end of the ad. as I've indicatedin the previouschapter. It's like a salesperson asking for the order and then also saying.First it raised the objes[isn-('What if I don't buy from your bulletin over a two-year period?" And then I resolved it with a satisfaction conviction-something that went beyond what people expected. of | 1" 145 .In short. 'And if you buy this from me now. simple trial-period type offer.

offer and Remember the Midex burglar alarm that I sold for many What was the years through full-page ads in national magazines? product and how could I motivate people to buy it? nature of that I explainedthat in Chapter2. you will end up with a very powerful and emotionally dramatic presentation.and it's up to you to figure it out.Nature of Product This is one of the really importantkeys in determininghow to sell a product. you have to realtze that every product has its own unique personality. How do you presentthe drama of that product?Every product has one very powerful way of presentingitself that will and emotion that the product has to expressthe true advantages motivate the largestnumber of people to buy it. 11. On There are also fads in direct response. Current Fads There are always a number of fads taking place at the same time. First. Think aboutother examples.What is the nature of a blood pressureunit? It's a seriousmedical device that you Note the word 'serious'. What is the natureof a toy? It's a fun game. the Realizethat you must understand natureof the product you are selling or you won't effectively sell it. I used the security system as an example of the nature of products. TV right now.or a fad expression might be a popular trend.What use to check your blood pressure. One might be a clothing fad. the hottestproductsare exercisedevices. the you needto understand and appreciate natureof a product.There was a time when real I46 . So you bring out the enjoyment.This was an unusual product becauseit had a unique personality. anothermight be an unusual made popular by a TV show or commercial.its own unique nature.10. By reahzing the nature of every product and playing to its strengths.The product categoryitself had its own profile. work when it is supposed and provide protecVery often. is the natureof a burglar alarm?It's a seriousproductthat should to be easyto install. common senseis all tion to concernedhomeowners.

recognrze of our time.Be awareof the currentfads so you can and determinethe hottestproductcategories alsothe new language them and harmonizewith them.and this class of merchandisewas being recognizedas a way of celebratingthe birth of our nation 200 yearsago.which was actuallyquite good. Salesplummeted Then the bottom of his business just prior to and he couldn't figure out why.. He had not recognrzed perceivedhis productsas part of the excitementof the consumers bicentennialand not as apart of American history that they could saveand own. And no wonder. a direct marketerfrom Boston. "My products But Richardinsistedthat this wasn't the case. that I saw clearly what the problem was. This ad I read the copy and said. 1916-the date of the bicentennialcelebration."Could I simply look at his copy and help him improve it? After looking over his copy. a statue of George Washington at Valley Forge. the country was about to celebrate its bicentennial anniversary. It was a beautiful piece of jewelry. i .Since that date had his alreadypassed.One of them was for a necklaceconsisting of a small replica of a Paul Reverelanternthat had a diamond in the center representingthe candle. Richard was capitalizing on this current fad for American Revolutionary period products. "You have a winner here. fell out.l '1' t : it[. You want to A good example of recognizing fads and knowing what to do with them comesfrom an experienceI had with Richard Guilfoyle. And it all happened July 4th. Saleswere brisk. of will do well-not because the historic natureof the necklace :. salesreflectedthis perception. He then showedme a few ads he had preparedas a result of attendingmy seminar. He had a strong senseof history and prided himself on creatingreplicasof historicAmerican objects-Paul Revere's lantern.. 147 .. have true historic significance and have nothing to do with the bicentennial.he was really quite disappointed with his business.What happened?I suggestedthat his people were associating merchandise maybe it was because with the anniversary of the United States. In 1975his companywas doing quite well. When he attendedmy seminar. a salt and pepper set from the time of the RevolutionaryWar.estateshowswere popular.

the at his resort. Later I usedfads as a way of selling products. strong and vocal. Rememberthe Pocket CB that I describedearlier in Chapter2? By calling my walkie-talkiea PocketCB because broadcast it on the CB frequencies.not good old Amerrcana. Richard.I caughtanotherfad at just the right time. duringthe mid to late At women's lib movement was new. there was enormous publicity about it. Cqtch One qt the Right Time On the other hand.but because the beautifulpieceof jewelry that it is.He rescindedhis ban and snowmobilesalessrew dramaticallyfrom the nationalpublicity and attention. I immediatelyput togethera JS&A offer of a systemwherebyanybodycould tap their phonesand ran the ad in The Wall StreetJournal under the headline"Tap Your Phone. Fqds Generqte Publicity I used fads as a way of generatingpublicity when I was doing public relationsfor a few of my clients. Women were in the middle of an unusualfad-throwing their bras away and going braless.When it was uncovered 1973 that Nixon was using phone-tapping in equipment to record all his phone conversations.The FBI showedup at my door." Sureenough.the ad was a huge success he soon realized and how a powerful fad can grow and fade. 148 . The Wall StreetJournal threatened neverto run my ads anymoreand evenworse. the time. One owned a ski resort and was trying to increasethe awareness snowmobiles of '60s.I didn't sell many of the systems and lost moneyon the ad." That ad was a mistake. owner of the Spot pizza restaurant near NorthwesternUniversity in Evanston. I suggested that the resort owner ban women snowmobiledrivers and issue a press releaseproudly announcingthe fact.While thesepubshaped licity stuntsmight seem a bit silly in retrospect. I suggestedto Jerry that he design a brapizza and he too got nationalpublicity. He did and the publicity went national. Illinois-wanted national publicity too. You're now of sellingjewelry. At the same time. was able to capturea major chunk of the I walkie-talkieand CB market. back then they were effectivebecause they tied into a fad of the times. one of rny accounts-Jerry Herman.

when do you introducea new product?Is America ready for it? And how do you know? The answerreally is quite simpre:Nobody knows. A fad can die just as quickly as it can grow. '.The minute there is a lot of publicity about somethingand it has the potentialof turning into a fad. But be careful. Timing certainly has a lot to do with fads. This brings us very nicely to the next topic. and that relatesto timing too.That's smarttiming.I can tell you stories(I should say nightmares) that show how dangerousfads can be to your financial health. That's why every product that I sell..000 of them only to be denieda licenseto sell them.I oncecreated Batmancredit card the to capture the Batman fad of the '60s and printed 250. A few of them attended my seminarand wrote great ads and built their companiesinto very successful entities." But no store would carry it becauseof the controversyand I lost my shirt. 12. But as you can see.i J I {t' t49 . But thereareproductsthat havejust been introducedtoo early or too late. considerthe possibility that it's a good signal for you to exploit the opportunity.The watergate Game-a game of intrigue and deception for the whole family. one of the companiesselling radar detectors-cincinnati Microwave-sent threeof their top peopleto my seminarbefore it really took off and became $140 million companywith over a $40 million in profits. I always test first. During the watergate scandal.I once introduced .tright. So you must capturethe moment early enoughand get out right after the fad peaks.you want to be involved at the beginningof a fad and not enterin the middle or the end.The peoplewho came out with radardetectors when they becamea fad did exceptionallywell.knowing how to recognrzea fad and capitalizeon it can be a very powerful tool if your timing is right. The consumer will alwaystell me if I'm too early or too late or right on target.Timing How many times have you been too early with an idea or too late? I've heard complaintsfrom many of my studentswho havefailed because their timing just wasn..

About the sametime as the ads startedto run.it was good common senseto offer burglar alarms. President Carter went on television in 1980 and reprimandedAmericans. Direct-responserates plummeted overnight. The product did not do well in the test and in fact did quite poorly.000at the time.Timing.I placed a major national advertisingcampaign in all the magazines we normally advertisedin-spending almost $300.When the o.Armed with a greatdeal of confidence. And millions of Americans did just that. the American Heart Associationstartedrunning a major advertising campaign suggestingthat Americans take their blood pressure jumped and what was destined becomeone regularly. We came out with a product called the Bone Fone.Teststhat we had previously run and which showed great promise were coming up as losses. "Stop using your credit cards.therewere plenty of opportunitiesto capitalizeon it and the media sure did. 150 . It can kill a product or make it. But even before the ads started to run I discovered that the report I thought was so good was actually producedin effor.Our timing obviously was bad but through no fault of ours. But my timing proved to be coincidentally right on target. Simpsoncaseunraveled.Our sales to of our biggestlossesturned into a nice profit.It was perfecttiming until a productcalled the Walkmancameout and killed our new product. Knowing the causeof the problem helpedus keep our sanity. accusingus of running up too much debt. I was amazedat how well it had done.I bracedmyself for the bad response. It's just as important to know when the timing is bad. Since I had alreadyplaced the advertising. I once ran a media test on an electronicblood pressure unit we were thinking of putting in our catalog."was his suggestion.I thought it would do well and when the results were presentedto me.When crime increased. a portableradio worn aroundthe neck. And we even won the Life ExtensionAward from the Life ExtensionAssociation for our work in alerting the public to the needfor measuringtheir blood pressure regularly.J.

automobiles.The increase ation that other highly educatednew buyerswantedto make with the Volvo owners-they wanted to belong to that group.Desireto Belong The desire to belong is a strong motivational factor in marThink about it.13..whateverthe category-the consumerwho buys a specific brand has been motivatedto buy that brand by virtue of the desireto belong to the group of peoplewho already own that brand. The people who buy a Mercedesoften want to belong to owners." And my answerwas that they want to belong to the group of people who are hermits. You name a product that has an estabin lished image and I'll show you a consumerwho. keting but it is often not appreciated. I 'lllrrr 151 . the percentagejumped even in was caused. To belong to the group meansyou u . highest educationallevels of any of the car publicizedthis fact.gadgets. my judgment.Do you think it's because that specialgroup of Mercedes system?Forget it. basehad one of the that its customer When Volvo discovered they manufacturers. Fashion.ry something that's The maybe slightly better than many of the other automobiles. what abouthermits? say I've had my students to me.They then noticedthat when the samesurvey was conducted a few years later. placesat the samespeedand other cars can take you to the same yet these people-all very intelligent-will go out and spend plenty more to buy a Mercedes. "Well. somewhere to belong to the value system. want In the caseof Marlboros. '. wants his or her subconscious group of people who own that product.by the associhigher. Why do people own a Mercedes?Why do they smoke Why do certain fads catch on? It could be Marlboro cigarettes? that these people buy a specific product becausethey subconsciously want to belong to the group that alreadyowns or uses that specific product. And the list goeson.the smokerssubconsciously to join that group of smokerswho haveresponded the rugged to westernimage the cigarette'sad agencyhas created.. They're of the specialbraking or suspension going out and spending megabucksto b. Don't tell me they havethe desireto belong. cigarettes.

library of videosor compactdisks. But often overlookedis the fact that it can be usedto sell any other producttoo. Some of the viewers are older women. long past childhood. If you are selling a collectible. The desire to belong to and identify with a group of people who own a specificproduct is one of the most powerful psychological motivators to be aware of in marketing and copywriting. Desire to Collect There must be a natural instinct in the human raceto collect as I learnedfrom my marketing experience. yet among QVC's most avid collectors.And don't necessarily 'identify'. what would you need anotherone for? Wrong. But one of the best examplesI can give was a personalexperience. The Mercedes owner maybe the key word here is wants to be identified with the classor group of peoplewho also own a Mercedes.it's pretty easyto understand that this urge exists and therefore. I would sendmailings to thosecustomerswho had previously orderedfrom me and offer My best list for them other watches. I couldn't believehow impressed with other peoplewho owned one. Many peopleactuallycollectthem.An enthusiastic watch buyer is your perfect prospect for another watch. Let's take the watch buyer.have to be with anyoneor be very social.Yet when you look at the car.And they have dozensof dolls.They'll havesevseveralpairs of jeans. 14.it was culture shock to reahzehow much a Rolls meant to somebodyfrom the West Coast.which leadsme to my next psychologicalpoint. Being a midwest boy and not growing up on the car-conscious West Coast.The list is endless. of watchesconsisted my existingwatch owners.you need to capitalizeon it. '70s was the ultiOwning a Rolls-Roycein California in the peoplewere mate statussymbol. When I was selling watchesin print. rs2 E . I'm always amazed the numberof dolls collectedby QVC at viewers.as a direct marketer.severalpairs of sunglasses. it is one of the most conservative and old-fashioned-lookingautomobileson the road today. a eral watches.Now you would think that if you had a watch.I receiveda greatresponse.

and after all. I finally soberedup and stoppedcollecting.And not to be outdone. going out of business or changing their names so fast that even the Franklin Mint couldn't keepup. when selling. 153 . I receiveda beautiful chest with cutouts for each of the silver tails. The point is.You'd be amazed at what people collect.has an emotional needto collect a seriesof similar products. They are someof the most popular products. Finally. Theseproducts bring greatjoy and satisfaction and in somecases utility. I had enoughto filI the chestso that when guests came over. And think aboutthosewho collect the real cars.theremust be thousandsof viewers who own many BluBlocker sunglsssssoften in severaldifferent styles. I could display my entire tail collection. the only reason I had started was for the research. But it was this experience that convincedme that therewere lots of opportunitiesfor selling to collectors. whetherin print or on TV. for whateverreason.Many who can afford them have collections that range up to hundreds of full-sized automobiles. And the collection was kind of silly to begin with.And they cameonce a month and eachmonth I put one more tail in the chest. recognrze that there is a very large segmentof the population who.What kind of emotional need are thev fulfilling? One of the ways that direct marketersoptimize on the collecting instinct is by sending.some sort of deviceto hold the collection. The airlines were either merging. on I startedcollecting them to seehow the Franklin Mint conducted its program rather than from any interest in collecting airplane tails.free of chargewith their very first shipment. Small car models are also sold on QVC. It was costing me a small fortune. I can rememberordering a seriesof silver airplanetails with various airline logos embossed them from the Franklin Mint.I looked at my collection eachtime I put in a new tail and felt the pride of knowing that my tail collection was growing.

uct really like?" might be the typical thought of a prospect. Curiosity also works well with books.it would be curiosity. the strongest followed only by notoriety and credibility. with the orange through these glasses-that pair of sunglasses lensesthat was making everybodygo wild?" I didn't take the TV camera and look through a pair. The product might look good and do exactly what the customer expects it to do.) Instead. I had my subjectsordinary people we would find on the streets-try on a pair of I BluBlocker sunglasses. curiosity. In 1913I offered a pocket calculatorwithout ever showing a picture of it. Some of the reactionswere great and when I presentedthem "'What was it like to look on TV the viewers were wondering. So if I recognize ate that fact and can deliver your product promptly-lef'5 say with FedEx-I'm capitahzingon the curiosity in mail order and coming close to the retail advantage. yet there is always that level of curiosity that "What is that prodmakes the product attractiveto the prospect.whereas the TV camera does not. The only way you could look through them was to buy a pair. You can tease prospects telling them what they will find out by readingyour by motivating factor in selling books is books. (Your brain true picture of what the sunglasses adjuststo the color shift when you look throughthe lens. the product. That the would have destroyed curiosity and would not have given the would do for you. a customer can touch and experiencethe product firsthand and then decide.15. Curiosity If I had to pick the one major psychologicalreasonwhich today. I've sold productsrelying completelyon the factor of curiosity. Becausea prospectcan't touch or experience motivating factor in mail order. would then videotapetheir reactions. In fact.I enhancedcuriosity by not showing the view. By creating such compelling curiosity about that 154 . makesdirect marketing so successful At retail.Immedicuriosity is the strongest gratrficationis the strongestfactor in retail.And buy the public did-almost B million pairs from a seriesof commercialsthat ran for six years. on When I sold BluBlocker sunglasses TV I deliberately created an enormous amount of curiosity.A mail order customercan't do that.

How many times have you said too much.everybodywas raving about the perfume but there was no way the TV sets allowed viewers to sniff it unless they bought Steve'sproduct. curiosity is the key motivating factor and you shoulduse it as your prime selling tool.And the reasons really very logical. I was still able to make the selling message very compelling. How do you use curiosity in selling your products?First reahzethat when you sell books. I sold thousands them. That 155 .chancesare the prospectwon't buy.product.but without showing the product or even mentioning the brand name.if you're lucky and it isn't forgotten. it won't have the sameimpact it had when it was first read. "Could the sametechniquebe usedto sell somethingthat was impossibleto sell on TV in a direct response commercial?Like perfume?" So he organrzed shootingof a the commercialusing curiosity as its main motivatingfactor. tell too much and you run the risk of killing whateveradvantage you had using mail order as a medium. A friend of mine. Sure the price was good and of the product was great."Well. The commercial generated enoughcuriosity to work." It is a proven fact that when this happens. shown too much or failed to use the power of curiosity? It is one of the leading motivating factorsin all direct response marketing. He thoughtto himself. this one says. Senseof Urgency You might havealreadyfigured this one out.The prospectbelievesin your product and is ready to brry. who publishesan infomercial trade newsletter. are in time that excellentsalesmessage you wrote will most likely be forgotten.But like many of your customers. let me think about it. Second. show too much. " I l lrrf'1 ': 16. SteveDworman.was fascinatedby my successusing curiosity as the main selling tool in my BluBlocker commercial. But realize also that there are many other products that lend themselves to holding back part of the story in order to arousecuriosity and createa demand.You've sold the prospect. In the commercial. First.

Now. limited-time price opportunity or limited-edition opportunity. if you do your job right. a What is that fatal error? Omitting important information that the buyer needs in order to make that buying decision. The prospecthas spenta lot of time with your ad and you've convincedhim or her to buy.For example.In short." or someother deceitwill turn off the prospect.Then the buyer has the excuse." holds true in a caselike this. the customerhas to feel guilty if he or she doesn't buy right now.000setsand this will be our last advertisement" can be persuasiveand motivate the buyer to act right away. what can you do to provide a senseof urgency?Some ads reek with a senseof urgencyand nothing has to be said.I once ran a retractionfor an ad which said that the price listed for a calculator was the wrong price and that the new price was $20 higher. Therefore." or a similar excuse."There's a questionI have but I'm too busy to call and find out the answer. "out of sight.'oWe only have 1. here's what you don't want to do. product shortages.you've got to provide prospectswith an incentiveor reasonto buy now. You can use the senseof urgency in many different wayslow supplies. You can also convey a senseof urgencyby offering limited editions.but you had a few days to purchase product the at the old price before the new price went into effect.closeoutopportunity. That approach was an integralpart of the conceptand provideda sense of urgencythat was obvious and very much real. The one thing you don't want to do is blow your integrity at the very end of the ad by making a statementthat is not true.Whateveryou say at the end shouldbe the truth and should be crafted to maintain the same integrity expressed throughoutyour ad.to avoid the delayingtactic. How about"Buy now so you can startenjoyingthe benefitsof my 156 . be So be careful. In fact. statement we'11 sold out. A like. out of mind. You might have a greatad with a good sense urgencybut of fatal error might still kill your ad's effectiveness. But how do you do it? First.old saying.price rise. even a great senseof urgency can be wasted if you leave out some critical information in your ad copy. "If you don't respondwithin the next few days.

you can buy this wonderful productprior to our national introductionif you order by (a certaindate). You don't have that advantagein mail order. you should convey to your customer So to compensate. In actuality. parking. Think about it.the prices of calculators and electronicsalways went down. The number of possibilitiesis limited only by your imagialways go at the end of statements nation. "Since you are one of our cusorder by (a certain date)." Another way to provide a senseof urgencyis through your "We'll ship your purchasevia FedEx if you shipping methods." Or tomers. running to the store.they are the very beginning and the very end. so we eventuallydroppedthat phrase. touch it and look it over completely. 17."National Introductory Price. Instant Gratification at This is a big advantage retail. in either the advantages orderingfrom you via mail or the assurancethat you ship promptly and that the customerwill have his within a few days.I can call a computer mail order company and order a piece of softwareon MonThat's so much easier day morning anduseit by Monday evening. or her purchase The effort by direct marketersto provide that instant gratification-shipping promptly-has made mail order one of the fastestmethodsof distribution in the United Statesand has thus taken a greatdeal away from the retail industry." Or even and you'll get a secondone free."Buy one during the next three days product tomorrow. And it of is at the end where the sense urgencyand severalother important conceptsmeet and must be consideredand blended seamlessly together. finding the right department than . hold it. advertising. you pick somethingup.The sense-of-urgency And if there are two critical locationsin your your advertising. At retail.You can make your decisionto buy and then you can take it home with you where you can enjoy and use it immediately." We used to run all our new product introductions with the phrase."This didn't meanthat much but it raised the possibility that the price was the introductory price and later might go up.

Anything you could collect and they could limit was fair game for the Mint. And so if you have a product and want to capitalizeon the main advantage that a retailer has. The Franklin Mint-a multi-million-dollar business-was built on the premise of the limited edition. no wonder mail It's order has taken a dramatic bite out of manv of the traditional retail categories. One of the appeals an exclusiveitem is the possibility of of 1s8 . deliver it faster and provide better service than any retailer could ever offer. Rarity or Uniqueness These are very strong motivating factors for the right product or the right situation. find a way to ship your merchandiseout quicker. The conceptis to basicallylet the prospect feel that he is special if he buys a particularproduct-that he will belong to the very small group that can be envied for owning this very limited item. first with coins and then later with everything from plates and cups to model cars and dolls. Exclusivity. the objects grow in value if othersstartcollectingthe samegoodstoo.somemarketing companies have come up with a very strong appealfor consumers.and then having to deal with the salesclerk.And there's alwaysthe story of somebodydiscoveringan old heirloom in the atttc worth a small fortune.Then the value of the collectionsreallv startsto grow. to name one.Everybody likes to feel special. Thosecollectibleswhich havea limited circulationor a limited number in circulation grow in value even more. the collectionscome to the attentionof the massmarket and that attractsmore collectors. By limiting the number they produce. The emotional appealof this approachis quite strong. There are exceptions of coursesilver airplanetails. Soon.Most peoplewould like to belong to a rare group that owns a product that few peoplecan own and enjoy. 18. As people build various collectionsof things. The mail order computer industry created giants such as Dell and Gateway 2000 that speciahzein next-day delivery. The thought behind the limited edition is also to provide value.

000and At the time.600. model that goesover 100 miles per hour and sellsfor $2. buying it. for the enjoyment of the participants. I alreadyhad six and I certainly did not need any more. Paul. I wantedto be one of the few who owned this powerful new machine.Wisconsin.one day I visited the local snowmobile shop-the same place that sold me the six that I owned.I wantedto feel that I was part of a uniquegroup and that I was special.I endedup I then quickly blurted out.I endedup buying it and I was proud of the fact that I did.It was right after I had given a seminar. small improvements "Well. I turned to "Who could possiblywant way said. I would havethesemachines for my studentsduring their breaks. snowmobiles their top speedwas around40 miles per hour so this new model of was obviously special.We've only been allocatedtwo of them and we alreadyhave one sold. what's new for this year?" Paul took me over to a snowmobilethat was proppedup on "This baby is our new oil-cooled a small riser and pointed to it.Whenever I would give a available seminarduring the winter. I walked into the shopand askedthe salesman.Jeff Rochlis. I kept a stable of six snowmobiles.extra future value implied by limiting the circulation of that product." were sellingfor under $ 1. there are only going to be six sold in the entire statethis year. The power of exclusivitywas driven home to me in October of 1980 when I was in Minocqua. I now had six snowmobiles in my garagewith not many people to use them.And eventhough I didn't needany more snowmobiles.That endedour snowmobileprogram." Paul chuckled.600? a snowmobile How ridiculous. It was this incident that made me reahze the power of and rarity. Paul and in a matter-of-fact that could go 100 miles per hour and cost $2.I obviously didn't needany more but wantedto seewhat were addedin the new models. At the seminar site.Riding snowmobileswas a lot of fun and everybody loved to drive them.uniqueness 159 irl . Then one day the presidentof Mattel Electronics. Out of curiosity."Well." "I'll take this one.But regardless how special it was. broke his arm in a bad snowmobileaccident."Yes. exclusivity.

Using simple words has the greatest impact. fancy type that is difficult to read and lines that draw your eyes away from the copy can hurt comprehension.The copy people as well as should be able to be read by the less educated the more educated and come acrossclearly. 160 . you want to keep your entire presentationas simple as possiblewhile still gettingacross your message.Simplicity You must keep your advertisingcopy simple. The use of big words to impressis one exampleof writing You're trying to impresswith your use of words up to somebody. Focus on what you are trying to accomplish and eliminate things that either complicate your presentation aren't necessary. That's not what we meanby simple. Use simple easy-to-understand words. Words are.The positioning of your product must be simple.Your offer must be simple. What does this mean in terms of your advertisingcopy? I like to tell my studentsto focus. stories-emotional images-each having an impact sometimesgreater than we think.Fancy typefacesmay look good but they often give the lowest comprehension scores.Be awareof this importantpoint as you decidewhich typeface to use. And keep your layouts simple. or This doesn't mean you write copy that is so simple a third gradercan read it.19. We talked about that in the previous chapter under the topic "Product Explanation. Using words that everybodycan understand has a greaterimpact than words that most peoplehave difficulty with. Tests have confirmed that things like color bars acrossan ad. how you want to presentyour product and the offer you want to make." But that rule appliesto marketingissuesand here we are looking at the basic psychologicalmotivator of simplicity. There are times when you want to turn something simple into something complex. Simplicity ls q PowerfulTool If you have a tendency to complicate things.It is not good style to write either "up" or "down" to anybody. while somebodyelse who might not be familiar with your fancy words will be lost. after all. you're not going to succeedin writing good direct-response advertising copy. In short.

with three styles and three At the meeting I was presented colors in each style for a total of nine different watches. The colors were black. I 'AlB split. think?" I looked over the watches. a very dangerous "Logic But no matter what I said. more sales. What do you you've examinedthe watches. to seethe line of watches."I'd like to run just the men's watch in black rn The WaHStreetJournal to test the concept. and that offering a customertoo many choiceswas bestapproach thing to do. I offered to do the test and ran the two ads with almost 161 . You'Il reach women and children in addition to men and you'll give them all a color choice.thought for a few minutes and answered.A good exampleof how simplicity works in direct response happenedto me when Murray Raphel.One was a men's style. the secondwas for women and the third was for children." "Why The watch company executives looked perplexed. they would not agree. So one home will get one version of the ad while the next-doorneighbormight get versionB." offered to run two separateads in what is called an verThat is where TheWall StreetJournal will print two separate ad-version A and versionB-to be delivered sionsof the same in the same areaat the sametime." keepingit simple was the I told them that in my experience. He had been in touch with the public speaker. don't you offer all the styles?Look at how many more people you'll reach if you offer nine different styles. learned the history and in general became very knowledgeableabout the watches themselves.A meetingwas arranged which I was going States.Mr. approached the peoplewho had developed SwissArmy watch and wondered if I would be interestedin marketing the product in the United in Yes. I examined the watches. a dear friend and a great me. red and khaki.Then came the big question. Sugarman.I was. that offering more of a choicewill result in says. This was a very good way to test two different ads to determine the winning approach. "Mr." I then came up with an idea to prove that I was right. Sugarman.

Once I've locatedthose people interested SwissArmy in watches. By the time the catalog reaches customer. In short. NOW When would I show all these nine watches? Later. we sold three in the other ad that showedjust the one black watch.We did two double-blind studies that proved that the product really did work. I then listed each one of the choices-nine in all-in ad A and just one in ad B. or shehas beenqualimy he fied as a watch buyer. the product was truly revolutionary. Tbey need a few good men. for every watch we sold from the ad that featured the nine styles. One of the few differences was that in ad A. I knew almost instinctively that to give the consumera confusing array of choicesmeant that the consumerwould back off and not buy. I showed the men's watch along with the child's watch for size perspective. When I finished the ads. For maximum effectiveness.Both sds were practically identical with ad A (top) offering nine dffirent models and ad B (bottom) offiring only one. in my catalog. Another good example of the power of simplicity occurredduring the productionof a half-hour TV commercial I was doing for a pill that reduced wrinkles and improved the skin. I can now offer a larger selection. the ad that featured only one men's watch outpulled the other version that featurednine models by a surprising 3 to I ratio. I showed just the men's watch. I had been taking it for a few months and noticed dramatic results. had to take two pills a day you for the first three months and then reducethe intake to one pill a dav. But there was one major problem.whereas in ad B. A gaod deal and 162 b . the A version actually looked better than the version with only one choice. When both versionsran. Called Miracell. identical copy and graphics. would then show them all nine modI els in the catalog. Enlist Join the S\viss Amv.

It was really confusingand not very simple.You make it easy initially to buy a continuity product and then later you raisethe price.95 a month to receive a video each month for the next 12 months. series. It was very I simple and very easy to understand."That was it. how it will 163 - .The first was to have the host in the show verify the dosage and tell how the program worked even after I had explained it. It is a simple offer and it isn't You then buy the video and to get the rest of the very expensive.which we had already spent hundredsof thousandsof dollars to prepare. of So I did two thingsto ensurethe success this show.For the second "Miracell versionI shotadditionalfootagewith just a simple offer: costs$25 a box and a box lastsone month.This violated my principles of simplicity and I was very concernedthat the consumer was going to be confused. And here I was recommending taking two pills a day for three months and then one pill a day for the rest of the time. For example. And so I preparedan alternateoffer just in case. How the product will fit. supplymy customers if so threeboxeswould be at my own expense this secondversion of the ad worked and the complicatedfirst version did not. the version that worked was the simple one.We ended up giving away an enormous amount of product in order to keep the offer simple and make the program simple as well. is Simplicity in direct response critical and quite necessary. For the first three months. after testing. my many yearsof direct response 20.the first video in a video series offered on TV may cost only $5. it outpulled the first one by a very large number. pills would cost double what they would cost during the fourth month and beyond. knew that I would have to with a doubledosefor the first threemonths. Sure enough. Human Relationships It is always important to relate the product or serviceyou are offering in human terms.you must pay $19. I was going the opposite way. just a few typical experiences from The two examplesabove are marketingin variousmedia. offer in order to answerall anticipated But somehowI knew that the first offer was too complicated. We devoted almost three minutes to explaining the complicated questions.

how it will look-all are just some of the ways you can relate.We talked earlierin this book aboutgetting the prospectto startnoddinghis or her headin agreement until the close. is importantthat it you createa condition where your customeris in perfectharmonic resonance with your copy. I'm talking about the onesthat look like a Ushapedpiece of metal. they will createa harmonic frequencyall their own. In creatinga direct response advertisement. In a print ad. Buying is an emotional human experiencewhen we exchange our hard-earnedmoney for a product or service. 164 . One tuning fork might be the headline.And the close becomeseasierbecause prospectis the already nodding yes in agreement. Resonoting with Your Prospect Now let's considerfor a momenta physicaldevice-specifically a tuning fork. if you take several tuning forks and put them together and hit them all.And becausewe worked hard for that money.feel. Taking this experiment one step further. And if you just happen to know what that combined frequency is and have a tuning fork that matches that frequency.Buying something becomesan emotionalevent. the other one will start vibrating eventhoughit did not comeinto physicalcontactwith the first one. then becomeseasierto say It yes when that final questionis posed:"May I haveyour order?" If you look at all the elements an advertisement a series of as of tuning forks that must resonate with your reader. the act of buying representsmore thanjust handingover our money.That may seempretty obvious.you've got a valuable picture of the dynamics that take place during the selling process. Take two tuning forks and if they are of the same frequency and you hit just one. And let's look at why this is important. the vibrations must be conveyedthrough the elementsin the advertisement. then it too will start to vibrate in resonance with all the other tuning forks.anothermight be the caption. Clang one of the metal tines and you hear a vibration.and on to the first sentence and through the copy to the final offer. But there are other ways that copy or graphics can bring a human elementto an advertisement.anothermight be the picture.

In short.Peoplelike to relateto pretty men eventhough they may not themselves women or handsome be attractive. Storieshold people'sinterest. you've receivedsomethingof value 165 .In a subtle sense.I discussthis techniquein Chapter 22. After all. This makes your copy a person using a conversational more direct communication from one individual to another. Or you can use a byline and write copy in the first tone.they want to belong to the group of people in the picture. Another approachis to use a picture of a human hand holdto ing a small product. Especiallyif you look like a bearded villain from some B-rated movie. Using humor in a light.The hand addssize and perspective what and also addsthat human element.in your advertisingyou want to use as many positive human elements as you can without risking any negative vibrationsfrom emotionalreactions. will have And if you do your job right. nonoffensiveway will also develop a human relationshipwith your prospect. your advertisement its own vibration-so much so that somepeople will be able to pick up that vibration and almost feel that they know you. 21. On the other hand.In order to createthesepositive vibrations. you don't want to use a picture of yourself if you think someof your readersmay respondnegativelyto it. is being presented You can use attractivemodels. colorful stamps or some other inexpensivetoken.The humor can relate a story in a folksy way as in my ad for the Pet Plane in Chapter "humanness"of the personmarketing 30 or it can bring out the their product or serviceas I've done in my ad for the Magic Stat thermostat in Chapter 29. you first must interest the prospectin reading your copy and then you must really "tune in" and relateto your prospect. You can add a human element by relating a story in your copy. Guilt Have you ever receivedmailings from charitiesthat include a small gift? The gifts are usually address stickers. Or how about those mailings with surveysthat include a dollar bill or a reply envelope with a return stamp?In both casesyou may have experienceda slight touch of guilt.

I give the readerplenty of compellinginformation and reading entertainment-so much so that they sensean obligation to respond. One mailing would have a button. many of the recipientsfelt guilty and responded.and you feel an obligation to take some action in return. they may feel guilty that they haven't responded.On the otherhand.These are good examples the useof guilt. Keep sending somebody mailings and after a while. "New dentists everywhereuse and recommend CapSnapToothpaste. 22.After a while. such as sending in a donation or answering the survey. often the mere repetition of seeingan ad in severalmagazinesworks to createa slight senseof guilt.In a print ad. anotheran unusual mailing piece and still another an involvementdevice.Each week I sent out a small mailing with a premium gift enclosed. Instead of giving them stickersor a dollar bill. But how do you usethis technique of in a print ad when you can't include stickersor a dollar bill? I've had many people tell me that after they read one of my ads.It's so generalthat it will probto ably causea viewer to discountthe statement you havejust made and maybe everythingelse you say. Let me first give you an example.statementswith specificfacts can generate strongbelievability. "92Voof new dentists use and recommend CapSnap Toothpaste. But if I said. Specificity Being specific in your explanations very critical and can is establishyour credibility. they not only are compelled to buy my product. those statements are at best discountedand accepted with somedoubts. Some even apologizedfor not responding earlier."it sounds much more believable.I once wrote an ad for a company I createdcalled Battram Galleries-a collectiblescompany.In the ad I statedthe exactcost of running 166 ) .If I were to say. When people perceivecertain general statements puffery as or typical advertisingbabble." soundslike typical advertisinglingoit puffery designed sell a product.The consumeris likely to think that we did a scientific surveyand that 92%o was the result. Repeatedmailings also create guilt. but feel guilty if they don't. usedthis techniquewhen I sold ski lifts for I a company called Ski Lift International.

It was so successful. You Sound More like qn Expeil There's one other benefit to being specific.I explain that blue light focusesin front of the retina (which is the focusing screenof the eye) and not on the retina as do the other colors."BluBlocker sunglasses you see let clearer.I'm specific. People. And the statement is a lot better than just saying."When you talk about the bottom of your feet.000nerveendingsat the bottom of your feet." you can say.arevery skepticalabout advertisingand often don't believe many of the claims statedin ads. you block those rays that don't focus on your retina and therefore objects appear clearer.it was oversubscribed. So when you block blue light." If you're describinga productthat is designed the circufor latory functions of the body. In my BluBlocker infomercials.It soundsbelievable. You are more believable."You are stating a fact as opposedto a generalor vague statement."There are a lot of nerve endings at the bottom of your feet. But when you make a specificclaim using the exactfacts and figures. Its storefronts. it And this too builds trust and confidence. It is different.your message much more credibleand often trusted.in general. is 23. insteadof saying. r67 . "There are72.I statethe specificreasons why blue light isn't good for your eyes.sharperand with more definition. I've usedthis techniqueon video as well. Familiarity The Kowloon sectionof Hong Kong is an exciting but very foreign part of the city. America seemsawfully far awav.By being specific you sound like you're an expert on your product-you've really investigated and are very knowledgeable. you can talk about "242 miles of blood vessels"instead of "miles of blood vessels. sharper and more defined. the exact cost of the product and I clearly demonstrated through specific figures that we weren't making any profit from the offering. And when you are in Kowloon.the ad.hordes of people and many soundsand smells make for a very unique and exciting place to visit.

he endedup selling me a lot more than I normally would have bought.I suddenlyfelt close. that is why the familiarity of a shoppingenvironmentis also important. the home shoppingchannel. They 168 = I . there is a feeling of familiarity. They seea friend in an environmentof foreign advertisers and to them you're not foreign. What a surprise. Peoplefeel most comfortablewithin their own family.So it is with anythingpeople are familiar with. That is why brand namesare so important. on we sold out our entire inventoryof BluBlocker sunglasses within minutes. Even the word 'familiar' or 'familiarity' has the word 'family' in it. Advertise enough times or sell a product whose name is familiar to your prospectand you will createthe sameattraction.our productwas well known to the consumer. there is an attractionto your offering just as I was attracted to my supplierin Hong Kong. Each time we introducedour product to a familiar shoppingenvironment. I saw one of my American supplierswalking down the sidewalk.I askedif he was availablefor dinner and I made an appointmentfor that evening to get together and spendsome time with him. the combination of brand name familiarity and a familiar selling environmentcausedan immediatesellout.I was walking down the street absorbing the energy of the areaand stoppingoccasionallyto look in a storewhen suddenly. they quickly sold out within a few days. When I first appeared QVC.In short. The contrast of seeing somebody with whom you are familiar in a totally foreign setting creates a strong attraction. An Ad os on Old Friend If somebodyis reading a magazineand seesyour advertising formnt-sspething they have seenmany times before-and recognizesyour logo or company name. Although previously I hadn't been that friendly with the supplier. And so it is with advertising. They feel confidentand trustingand allow themselves be more to vulnerable. right in front of me. You are familiar and as a result.What a totally wonderful feeling to see somebodyyou know in a totally lonely and foreign place like Hong Kong.When our sunglasses first appeared retail shelvesin on the Walgreens drug chain. As a result.

You are therefore vibrating with the familiar and harmonizing with your reader. Drop it only when the public stops dollarsfor your productor service.Focus groups only tell you what they think you want If to hear and not how they would act themselves. we asked a focus group what they thought about our slogan and they said that they were getting tired of it. In direct marketing. But you never drop a campaign becauseyou are tired of it. There is no real of way to test the effectiveness a commercial except by virtue of sales. "tweaking" marketingtechniquecalls for continuallyrevising or your ad until it does better. so we are going to pull it. a decision to drop a commercial approachis not arbitrary.the client gets tired of the commercial long before the public does." This is a major fallacy too.Maybe it isn't even the campaignbut rather competition or some other element in the mix. if you ask somebodyto give you a number from 1 to 10 right off the top of their head.You keep running your product or service ad until the public tells you when to stop by virtue of lower sales. their hard-earned exchanging Now the traditional agencieswill tell you somethinglike. make is to One of the biggestmistakestraditional advertisers they are kill campaignsthey havebeen using a long time because "Fly the friendly skiesof United" and "You deserve tired of them. then look at the campaign. example.chancesare the number 7 will be chosenmore often than any other number-often dwarfing the next choice. 169 . consumersoften sangalong during these commercials.Too often in traditional advertising. "Well. using the number'l in a book title suchas "The SevenSpiritualLaws of or to ImproveYour Relationships" Success"is utili zing the most common and familiar integer of the first ten. marketing Use FomiliorWotds There are certainwords that are more familiar to most peoFor ple and to the human consciousness. are more confident that they are buying the right product and are more inclined to do so. There"The Seven Ways fore. at McDonald's" are but a few examplesfamiliar to In consumers. addition.The orders simply stop coming in or you have replaced Good directyour ad with somethingthat pulls more response. a break today.trust a brand name. the product isn't selling.

a layout that people instinctivelyknow is yours. The future benefit is not assured nor is it guaranteed.Ask somebodyfor a color off the top of their head and the answerwill be 'red' the majority of the time. Hope Hope can be a great motivator in the buying process. as a passionate devotee of your product. a logo that appears many times and becomeswell known.A list can be found in Appendix D. 24. There are familiar words that can create a very subtle harmony with your readerand it's up to you to find them and use them.familiar phrases (not clich6s)and words that your public can harmonrzewith-all of these create the bond that familiarity creates betweenyou and your prospect. F'inally.changingjust one word in a thousand-wordad will doubleresponse.thereis an implied possibilitythat using a productor service will provide a future benefit. at the most. inherently already know. Sometimes. a possibilit ity. An intensegolfer buys a new golf ball that offers the hope it may take a few strokesoff a golf game. The hope replacesthe reality of an already-delivered benefitor guarantee that you receivewhen you buy other productssuch as a radio or a computer. there are words that aren't in your own consciousness and aren't in any books but will only be discoveredby testing. I was introducedin 1996 to a very successful scientist. is a dream.Books by David Ogilvy or John Caplesare good onesto read. There are somepowerful words such as 'sale' or 'free'. And then there are the not so obvious words-the ones that relate specifically to your product and which you.Let me cite a few personalexperiences and describehow hope appliesto specificproducts. Realize the importance of a familiar brand name.a fantasyor.In short.He had supposedly invented a formula that cured a great many 170 .A woman buys a new face cream that offers the hope it will make a differencein her wrinkles. be awareof the powerful force of familiarity to make a person comfortablewith your product or service. Where do you find them? Many books have been written on the effective use of words that really draw response. As a copywriter. Ask them to name a piece of furniture and the answerwill likely be 'chair'.

Look.it occurredto me that if people took this product they would never die. He had three manufacturingfacilities in different parts of the world.'s. If this was true. if indeed it "I'm taking it and repairedany defectivebody part.The problem was a few small growths beneaththe surfaceof my skin. cameto him His discoveryof the biological repairmachines from uncoveringformulas that were hidden in coded ancient arti"sacredgeomefacts and through the processof what he called try. this man had indeed the discovered fountain of youth. -y gray hair is starting to turn black again. Surgery Wqs lhe Only Woy The only method doctorshad for eliminating thesegrowths was to cut open the skin and surgically remove them-a relatively easyprocedurethat was done on an outpatientbasis. and he told me how he helped an Asian country cure many of its citizens of a specific form of cancer. He agreed.D.theseminiature "machines" would repair the organ even if it meant regenerating a new one. You placed a few drops of this product under your tongue into your body. This soundedincredible to me.doctorsdid not know its causeor cure.and I honestlythoughthe was one of the smartest I had ever met. If an organ was damaged. But they were there and they were not normal.others hardly noticed them and they posed no health threat. . He had a reputationthat extendedall the way to Europe and Asia. He had several people Ph. He spenttwo hours showing me photographafter photographto substantiate information he had receivedfrom the the artifacts. twice a day and it was absorbed In a discussionwith the scientist. honestly feel I am getting younger."biological human ills. The formula containedwhat he called repair machines"that went to the sourceof a malfunction in your body and repaired it." He had apparentlycrackedthe code and openedup a wealth of information. The scientist appearedto be very credible." The scientistcontinuedclaiming that there was no reason why his formula couldn't keepus alive until the age of 300. I had a health problem that was not seriousbut for whatever reason. They were not cancerous.

I noticed that the growths were not gone as I had been promised. at a cost of $2. The researchis continuing now on humansand he may have indeed createda powerful new medical concept. did." he said. they saw me coming) and believe it or not. ScientistMqde Fotql Error But the scientist made a fatal effor. I would not have been disappointedbut would have continued taking the product waiting and hoping that the stuff would kick in and dissolvethose 172 .000. The promise wasn't in the form of a hoped-forresult or a dream or even a possibility. Had he not made any claims to me about specific expectedresults. It was rather expensivebut it lasted a long time as you only used a few drops each day and it was less costly than the surgicalprocedure. I was so impressed him and his discoveries he seemed by and so credible that I decidedto put his product to a test.000bottle that would do the job (boy.I was then advisedto buy his stronger formula-the one with a higher concentrationof biological repair machines. What did I learn from this experience?The doctor should have simply told me about how his formula improved his life. I was then told that there was a S20. In short. "In just a few months they'Il be gone. Note: In all fairnessto the scientist. I received from him an explicitly clear time frame during which my growthswere going to melt away and disappear. It was a definite warranty that they would disappear. A Few Months Go By After a few months.Still no improvedresultsafter I two more months. I trusted him.A 750 ml bottle (the size of a wine bottle) of his formula sold for $600. I was temptedto get a bottle.I was told by this scientistthat indeedhis formula could eliminate the problem completely. He had all the credibility I neededfor me to ingest this foreign substance into my body. I didn't. therewere clinical studies done on rats with his formula by a credible pharmaceutical company and there were very positive results with the rats. What if I could live to 300 years of age?What if indeed I could becomeyounger?I would have gladly taken the formula and continued purchasingbottles of it with the hopesthat I was right abouthim.

If you presentyourself as a credible person representinga credible company. I would. You needto determinethe natureof your product and find something that you can imply about a future result without stating a for (particularly if you want to stay in business specific guarantee a long time).growths. I immediately refused to invest further.The entire health food industry is a good example. The scientist's credibility was questionedeven though he may have had a gteatproduct. Let's take vitamins for example. preventing wrinkles. finding a new relationship. customers 173 . But the key here is not to make a specific promise but rather to imply results through testimonials. impressing your date-all are good opportunities to the recognrze psychological trigger of hope at work. food supplementsand even brain enhancers. But once a specific promise was made and I saw that the formula didn't work within that time frame. have continued taking it and buying more. TV start buying the product and continue to buy it regularly with the hopesthat it is making a differencein their lives. impressive. ering your golf score.includLowing vitamins. elicit a feeling of confidenceon the part of your prospect. without making any promisesof an exact outcome. There are other products people buy repeatedly. When using the psychologicaltrigger of hope. How does this apply to selling in print? There are some productsthat are sold using hope as a strong motivationaltool. Focuson Gredibility One aspectto focus on when you create an ad using the power of hope is credibility.on hope. Many product categorieslend themselvesto the power of hope. on the basis of hope. 1lou must avoid the trap of making a specific claim that can be measuredor You want to allude to what the product is used for guaranteed.then what you say will Then. Capture those interviews on TV and they are very with the resultsshownon impressed Then prospects. somecan. you or for your previous whatever you say your product did for and the will be takenas a possibilityfor your prospect. Interview a bunch of people and they'll swear the vitamins are making a difference.Can people tell if taking vitamins makesa differencein their health?Yes.

power of hope will compel your prospect to order. with the proper credibility. Nevertheless. whatever you are selling. The following chapteris also very importantin understanding the mental processthat takes place in your prospect'smind. It might be a book on relationships and how the information changedyour life and thoseof previousreaders. The precedingchapteris very important in your understanding of the underlying reasonswhy people buy. awareness each of thesepoints an of will give you a tremendous boostin becominga greatcopywriter. And reorder. Some of the 24 psychologicaltriggers to buying may not have been obvious to you before. might be on a It formula you take to live a long life and how wonderful you feel. you will automaticallyengagethe power of hope to sell. the 174 . It will help supercharge information you have already learned.

intuition. The theory suggests emotions the that advertisingwhich pleasurablyengages senses.20 Getting the Mind to Work Dhapten Huu. Any movie that is not predictableis more enjoyable. predict the response 175 - . enjoyableor stimulating the experience. you ever gone to a movie and known how it was going to end after watching the first few minutes? Or a movie Thesemovies tend where every action can be easily anticipated? not to be very enjoyable. and thought processas well as our innate intuition will tend to be while advertisingwhich merely grabsthe attentionof successful.The article newsletter claimed that a missing element was responsiblefor advertising failure-a lack of whole-brain appeal.Most adverthe senses tising tests today reflect the power of day-after recall but fail to from whole-brainadvertising. lU Axiom The more the mind must work to reach a conclusion successfully. the opposite is true when you watch a movie that until the very end when it reachesa credkeeps you in suspense ible surpriseending. will tend to be only temporarily attractive. The article went on to explain how scienceis rapidly discovering that different parts of the brain perform different funcare tions and how some brain researchers suggestingthat human the most pleasurewhen all parts of the brain beings experience levelsof stimulationand activity. in are engaged pleasurable were thosethat control The four parts of the brain discussed thinking.and one day one of my participants brought me a copy of a media which confirmedwhat I had beenteaching. sensationand emotion. What forces in our mind are in effect that make one movie seema lot betterthan another? I have a theory-one that I strongly believe in-which I feel comespretty closeto the answer. the more positive. I taught this concept at my seminarfor many years. However.

Anything that causesthe mind to work hard to reach a conclusion creates a positive. for Thewatch costs elers$150. The mind had to work a little to reach a conclusion through its own thoughtprocesses. This is a very subtlebut powerful concept. Let's look at how whole-brain advertising applies to copywriting. sensation and emotion and you've got a very good force working for you. thinking.It's the difference between talking down to a prospect and making the prospect think along with you. If you make your copy too obvious. because probably of but it's America's best-selling new expensive digital watch."it would not have been as powerful. Let me cite an example from an ad I wrote on digital watches. And it is one of the most difficult theories to understand.Had I made it too obviousby adding the line "and jewelers are making a small fortune.I didn't haveto say it.And jewelers love the item. yet the readers could come to their own conclusion all by themselvesusing their intuition. 176 .And Seiko can'tsupplyenough themto theirdealers. At the time. What I didn't say was that the jewelers were making a small fortune eachtime they sold a Seiko. think back in your life to those times when you had to work hard to achieve something and how much more you appreciated what you achieved.not only because the of excellent reputation the Seikobrand. thinking and emotions. Provide a little suspense that the so readerhas to come to a conclusionon his or her own using intuition. Working Hord BringsAppreciqtion To get a better appreciation for the theory. of Now note what I didn't say but what was rather obvious. The following paragraph from the ad best exemplifieswhat I am talking about: j"*TheSeiko chronograph alarmsells $300. Read the quote again to seeif you pick it up. Seiko was the standardof comparisonfor this type of watch. They were the first out with the new technology. The ad was for an alarm chronograph digital watch. the reader is feeling either looked down upon or bored. enjoyable or stimulating effect on the brain.

It was an inexpensive jog indoors. very little flying and within a few weeks I had the rating. Working hard for a successful conclusion brings a greatdeal of personalsatisfaction.I showeda dramaticview tion that allowed you to of the unit and the readoutand explainedits use without showing the readersa picture of how it actually looked with somebody jogging on it. it was one of the thrills of my life.It was a small flat platform on which you jogged in place. He used generalterms and let his readerspicture them in their imagination. But give me a really easy product-something that is alreadyin demand-and I don't havethe samefeeling of satisfaction. Vogue Descriptions Promote Work beautiful women in his books. The sameholds true for the mind and the thinking process.I remember all the work I had to go through to get my instrument rating after getting my private pilot's license. If you make your copy too obvious.And when I finally received my instrument rating. with a separateunit that had a digital readout showsoluing the distanceyou were jogging. when I took my commercial rating test. I Another good exampleis the experience had with a jogging machine. the Anything that causes mind to work hard to reacha conclusion createsa positive. but nowhere near as proud as I was of my instrument rating. And so it is with copywriting. Sure I was proud that I was finally a commercial pilot. When a very difficult product is given to me to sell and I am successful. The opposite is true if the mind does not have to work hard and the conclusionis obvious. I felt that showing a jogger was showing 177 . not to mention thousands of dollars in expense. it was simple. enjoyableor stimulating effect on the brain. I get greatpleasurefrom it. It took me months of flying and studY.and you createa very stimulating mental effect. When Hemingwaydescribed he was never very specific. Not that much study. the reader feels either paffontzed or bored. Make the readerthink to come to a conclusion. On the other hand. You appreciatethat sale to a difficult client a lot more than the one to the pushoverwho bought the very first minute.

It sold fairly well. And the results can make a dramatic difference in how effective you are at getting your prospects exchange to their hard-earned money for your product or service. 178 . Have you ever met salespeople who said too much when selling? I'm sure we can all remember one who didn't know when to stop talking. thereby showing clearly how the product was used. But then I startedgetting pressurefrom my Japanese supplierwho couldn't understand why I didn't have somebodyjogging on the unit. The ad bombed. You go over your copy after you've written it and you edit with the thoughtin the back of your mind. TellingToo Much Will Hurl q Sqle Telling too much in copy or even in photography can actually harm a sale.too much and that the drama of the unit was all that was needed to sell it. They were convinced that sales would increase. whereasbefore it had just appearedin black and white. How do you write copy that doesn't say too much?You do it in the editing process. 'Am I saying more than I have to? Am I challenging my readers' minds?Am I being too obvious?" I'm convincedthere is a chemical processthat takes place in the mind that secretes wonderful-feelinghormoneseach time we have to stretchour minds a little. disagreed decidedto do as they recommended I but and even put the ad in color.

On the other hand. The two situationsillustratetwo generalprinciples. but you will also understand clearly why some just plain don't sell. Humon Noture of Ploy The aboveis an extremeexample.The next week you get athlete's foot and you're atthe cornerpharmacytrying to find the strongest thing they've got to cure it. 179 . products The key to successfullymarketing certain products lies in the nature of that product and the way that product is viewed in the marketplace. so it becomesa very tough sell.You're a traveling salesperson lot.000if it would cure the disease. if you suddenlydiscovered pill that would cure the cer and I said to you that I had a magic you would be not only willing to try it. In the first instance.Understandthis aspect and not only do you hold the key to creating a successfuldirect response ad. Somebodytries to sell you a spray that you put on your feet before you go to sleepto preventathlete'sfoot which might come You from walking on a floor that hasn't beencleanedthoroughly.chancesare it would be you had cansale. The second:If you do get the diseaseor affliction.Selling Bhapter2l a Cure. a bother to use. Not Prevention On" of the least understood reasonswhy many products fail is due to one aspectof human nature.But let's take something and stay at hotels a less extreme.If you were my prospect and I tried to sell you a magic pill that contained an because extractof carrotsand varioustincturesof leafy vegetables a difficult it would help prevent cancer.you might be willing to considerably but pay $20 a bottle to preventthe disease in the other you might be willing to pay $1. more. but willing to pay disease.The guiding principle can be summed up very clearly: Always sell the cure and avoid selling prevention. Now what doesthis mean?Let me explain. you rarely get athlete'sfoot. because ignore the salesmessage it's and besides.The first: or It is human natureto think you're nevergoing to get the disease affliction that the preventativecan prevent.

I'd better get one of those Midex alarms or else I may be next. In short.I'll go into thosein a moment.as opposed using the to scare tactics expressed through quoting crime statistics. I would attractthe person not quite threatened but concerned-a person to whom the product did not The consumer currently representprevention or a waited until he cure. It can be done. This actually did happena lot. Twenty years ago.But this theory also applies to severalother products and concepts.." And of course..This last group would savemy ad.Back then. they would take it out of their files-often after severalmonths-and call.but who reahzedthat there was a problem out there. my product and its quick and easy installation. The club automotive steering wheel locking devicewould havebeena tough sale. "Bo!.. Think about it.I also knew that there were people who were recentlyrobbedor whoseneighborswere recentlyrobbed.you're willing to pay a whole lot more for the cure than you were for the preventativeand it's easierto sell. and when they neededit.car theft 180 .and to thesepeople.but let's examinethe first step in breaking through the cure/preventative theory and seeif you can make the appealof the preventativeas strong as the appealof the cure." And then after their neighborhoodwas robbed and they needed a cure. "Naw. Let me cite an example: when the Midex burglar alarmswere first sold by JS&A in the late '70s.However..I don't is need one. our neighborhood safe. whose neighborhadn't been robbed. At first they thought. but only if you can position the product to make the preventativethe cure. it was for somebodywho hadn't been robbed and threatened felt before he bought. it was definitely a product that was more of a preventative. there was the prospectwho had just been robbed:"Where did I seethat ad for that burglar alarm?" I also knew that if I advertised H€uto gug1Lke . in a professional manner and ? ALARM UM?ANY explainedthe quality and value of I NEE7 aUrcK// )A/t.the Midex alarm was more of a cure. I would attracta different kind of customer. I have been talking in medical or health terms.

it has suddenlybecomea very big productmore of a cure than a Preventative." is a fuel conditioning treatment for called simply 181 d . like creamsto moisturize yovt about it. Don't the preventatives to skin and sunscreens avoid sun damagecost a lot less than the cures?But some of the effective wrinkle eliminators cost plenty for a small jar. But with the increasein drug traffic today and with thousandsof cars being stolen every hour. the insurance ance and finally succeededwhen my next-door neighbor died suddenlyat an early age?I couldn't wait to sign the papers. With millions of baby boomersturning 50. If you've got a preventative. going through hard times after you die. termsof how you can changeit into a cure.not preventatives. or Is this product a preventative a cure?Can the productbe positioned as a cure rather than a preventative?Is the market trend changing the perceptionof your product from being a preventathat tive to being a cure? Or do you simply have a preventative doesnot have a broad enoughmarket? If you've got a cure and the market is large enough. Mony Producfs Mqke Poweful Cures When I sold my wrinkle pill. you afe a gteat prospectfor wrinkle creams And think cures. The big rage in health food and prevention as I write this naturally This is a hormone secreted today is the melatonrn craze.you've think in got a powerful product." What could be tougher But than thinking you're going to die someday? the older you get. Miracell sold at $25 for a month's supply.was not as big a problem as it is now. The Club has become more of a cure against your fear of having your car stolen. You must first make a decision when evaluatinga product. it too was a cure. They represent and treatments. friend. object at the centerof the brain' by the pineal gland-a pea-sized It is supposed to help prevent aging. And rememberthe story about my who alwaystried to sell me insursalesman. the more you think about it. Miracell. Moke q Preventqlive q Cure Another pill I have been selling for the past few years' "The Pill.Let me showyou how this can be done. If you have wrinkles. "Keep your family from Insuranceis another preventative.

You've also learnedthat you can chargea lot more for a cure than you can for a preventative. First. he to but if he or shedoesn'tbelievein something. or shewill move rnountains obtainit. is a pill you put in your gas tank. not the preventative. And belief is one of the strongest motivationalfactors in human nature. Simply under- r82 L & .Again.automobiles. I emphasize curativeaspects the product and the of underplaythe preventative features. I don't talk that much about what it preventsbut rather what it cures. Notice how I have to swear that The pill mentionedabove really works. use The pill and you. it eliminates ping. as a preventative.) This brings me to my next point. It reducespollution to help you passthe many mandatoryemission testsconducted throughoutthe United States.It cures engineknock.it really works. theseare the preventatives.ll pa. The information presentedin this chapterwill be very helpful for you in evaluatingproducts in the future.If you up flunk your emissionstest.that preventatives don't sell very easily and that some products can be changed from preventatives to cures.And finally.it helps you avoid engine problems by cleaning out your enginebefore anything serioushappens to your car from impurities that could lodge in your fuel injectors. the next time. Selling truly breakthrough productsis the toughest marketing job in the world becausepeople find it difficult to believethat theseproductsreally work.If your prospect believesin something. and it prevents you from having to visit the repair shop. But when I go on TV at evc to present The pill.(I swear.So let's summarize what you've learnedin a simple statement that we can refer to in the future: Axiom l0 Selling a cure is a lot easier than selling a preventative unless the preventative is perceived as a cure or the curative aspectsof the preventative are emphasized. In this chapteryou've learnedthat you sell the cure. In short. /ou won't move that prospectan inch. I've demonstratedthat you can successfully market a product that is both a preventative and a cure by emphasizingits curativeaspects while underplaying its preventativeaspects. And The Pill is truly a miracle product. and it is both a It preventativeand a cure. it saves to l0To on gas.

183 . you're not alone.Everybody loves a good story. And if a suddenrush of interest now perks you up and you are aheady waiting eagerly for the story.factor exists will help you to standingthat the cure/preventative selectand then position your next product for selling. But now it is story time.And the effectiveuse of telling a story in your advertisingis explainedin the next chapter.

Just as a picture is worth a thousandwords. I wake up when I know a story is about to be told. a matter of capturing people's attention and holding it with a I good story. And finally."The most interestingsalespeople knew alwayshad 185 - . you are using this wonderful and powerful tool as a very effectiveway to sell your product or service. wrote in Kathy Levine. storiesreadto us by our parents influenced the way we fantasized or even saw the world. very often after I've been listening to a boring speakerand start to doze. In short.If you can tell a story in your advertisement your product. Stories create human interest and in our childhood.Telling Ccccchapten22 Storv C Telling a story is a powerful tool to createa bond you and between your prospects. Think of the public speaker uses stories throughout the who starts a speechwith a story or It presentation. a storYcan be invaluable and often provides an emotional relationship that keeps the reader riveted and reading. one of QVC's top TV salespersons. makes for a more interestingpresentationand helps hold the interest of the audience. and one of the really good ways to relateto your audienceis to tell a story. some stories add that human element which allows you to relatemore closely with your prospects.And so it is with or even endings that can excite that is advertising. Rople love stories.In fact. we've been primed for storiesever sincewe were very young. "I reahzedearly on that selling is her book lt's Better to Laugh. creating the environment relevant to either selling or getting the prospectwell into your copy and into the slippery slide. Stories Hqve Lessonsto Teqch to to Storiesusually havelessons teachor experiences share and surprise.

Everything takes on an enhanced effect. One in particularhas a repertoireof a thousandjokes-each relevant to the selling environmentand what he has to sell.And. My most successful print campaignsall had storiesas the basisfor my presentation-the BluBlocker sunglasses. The full ad is in Chapter33. as you would imagine.you won't believe it. Len continued. The following paragraphs from my BluBlocker ad will give you a flavor of how a story can be very helpful in creating that human interest which will cause your prospectsto read your entire message. Remember.just I wantyou to seefor yourself.he is very effective. . The ad uses a conversational tone which coversall the importantpoints on the sunglasses. Bone the Fone. you don't believeme. 3-D And it's not my imagination. the dangerfrom the sun and the dangercausedby blue light." The story continuesas I personallysee the sunglasses and learn more about them from Len. I will makeit If worthyour whileto change your mind.And if telling a story is a very good salestechnique face to face. you believe you If me. your vision improves. Len is a friend of mine who knowsgoodproducts. will be well rewarded. moredefined. will you.Let's take a closer look at the use of this techniquein a few ads.selling in print is similar in principle to selling in person. "Whatcouldbe so incredible?" I "When you put on theseglasses."when you first look througha parr. a he ible." "What will I see?" asked. Headline:VisionBreakthrough Subheadline: When I put on the pair of glasses what I sawI couldnot believe. then chances you can translatethis conceptinto are writing effective copy. A story is usedvery effectivelyto build curiosity and causethe readerto read all the copy and eventuallyread the final salespitch. One dayhe "It's soincredcalled excited about pairof sunglasses owned.Let me explain. Objects appear sharper. It was their way of relating to their customers and entertainingthem as well.a story to tell. Magic Baloney (the Magic Stat thermostat)and several others are examples. Nor Byline: By Joseph Sugarman Copy: I am aboutto tell you a truestory." he said.

95 and sold closeto 8 million pairs over a six-yearperiod from 1987through 1993. you'll lovethe story. This was before I presented an infomercial first at $39.The ad worked extremely well and from this ad we sold at 100. Then there was an ad I wrote in which I offered a $6 million home. The entire ad involved me telling this story well into the very last column of the ad where I summarized the offer. Rolls and werelinedup everywhere the noiseandmusicfrom Royces was special goingon. Theseads tell a story. didn't know why.therewas a partygoingon.California. The story was the comfind the pelling vehicle driving you through the entire ad.And each story is so compelling that you've got to find out what the payoff is.Other like a personalmessage they are in story storiesare told in the third person. wasinvitedby oneof thetop real It all started in estate developers the countryto attenda partyat his homein would I Malibu.95 and then later at $49. so you are encouraged to keep reading." and Thejet waswaitingfor me at O'HareAirportin Chicago his limousinemet me at Los Angelesfor the drive chauffeur-driven all to Malibu.95 each for a total salesvolthe product in ume of $6 million. with swimmingpool.All the developer sayis.And evenif you don't buy this home. The "tell a story" concept in this ad ran almost the entire length of the advertisement: Headline:Mail OrderMansion It's Subheadline: only 6 million dollarsand comescomplete view.It wasclass the way. they still soundquite personaland very compelling.000pairs of sunglasses $59. Often the best storiesare told in the first personand sound from the writer to the prospect. madeit clearthatsomething thehouse The story continuesalmost the entire length of the ad with the purposeof not only selling the housebut offering a videotape of the house which people could order. tenniscourtanda breathtaking Sugarman Byline: By Joseph Copy: HaveI got a deal. WhenI droveup to the home. r87 . I with aninvitation. "Justcome.but because form.You'11 full ad in Chapter31.

By the time you finished the fifth paragraphyou were hooked. 188 .You had to read the rest of the ad as the product took on an almost mystical character.our family doctor. Webb. it makes for both interesting reading and a way to develop your slippery slide and that perfect buying environment. Once agarn. cover the ad I completely in Chapter25. It stood the test of time. The story goeson for five paragraphs explainingthe discovery and what it meant. as It all started a groveownedby Dr. fact. Here's what he said: Headline:A Flukeof Nature Subheadline: new grapefruit A discovery maychange your conceptof fruit. And the storyI tell you is the absolute truth. in One of the men who was picking fruit in the doctor'sorchard came to theWebbhouse up holdingsix of thestrangest grapefruit anyone everseen.Frank Schultzwrote his highly successful grapefruitad after finishing my very first seminar.And of course. The ad copy he wrote was used in one form or another for over 18 years from the time Frank attendedthe seminar in I9ll . his ad almost soundslike In the beginning of a fairy tale.Storytelling can be best expressed the following axiom: in Axiom 17 Telling a story can effectively sell your product.if you can weave a story aroundyour product.later in the copy the grapefruit was explained further. asincredible it may seem. singlebranch an ordinary had A of grapefruit treehadproduced these unusual six fruit. create the environment or get the reader well into your copy as you create an emotionsl bonding with your prospect. Copy: I'm a farmer.

But how are you going to rate yourself in the future?Is there somemeasureyou can apply to your writing to determineif you are communicatingat the level you needto in order to reachyour audience? Well. sentences count as separate clauses one word and independent "We studied. ican audience The following are the rules for determining the Fog Index. my sentences big words.if I wantedto reacha very upscale I audience.23 GhaptenRating Your Writing Level amount of knowledgereading You'u" gaineda tremendous this book.: 189 . In short. gradelevel. might use bigger words and longer sentences. or gradelevel of the copy you write: 1. (e. Reoching o Mqss Mqrket For example. I would short and I wouldn't use keep my ad copy simple. And in SectionThree you will use this knowledgeto evaluatemy mail order ads and those of others who attendedmy seminar.and we learned"would be two sentences). The GettysburgAddress and Reader'sDigest have a 1Oth Amergradelevel in common.if I wanted to reach a mass market. books arewritten for the 8th to 1Oth Best-selling are 1lth grade Time.And for the most part. On the other hand.BusinessWeekand The Wall StreetJournal level. were they writing with enough clarity so that a fifth grader could understandtheir copy or must a readerbe in high schoolor evencollegeto understandit? The lower the gradelevel. Count the words in each sentence. the average readsbetweenthe I lth and l2th gradelevels. the wider the audience. fortunately there is a way. thanks to Robert Gunning who createdthe Fog Index for newspaperwriters to help them "foggy writing" and determinefor themselvesthe grade avoid level of the copy they were writing. Takea sampleof your copy-start with 100 to I25 wordsfrom the very beginningof the ad.g. Dates and numbersequal 2.

9Vo. Objects appear sharper. Len is a friend of mine who knowsgoodproducts.9."he said. soincredible?" "when you put Len continued. I will take the first 102 words of copy. you believe you will be If me.3 words to the percentage long words.3.9. is The next step is to divide the number of long words (3) by the total words (I02) to get the percentage long words: 2. moredefined. Count the numberof long words (thoseof 3 or more syllables).3.this ad started being understandable a out to very large segmentof the market by virtue of the fact that it was 190 . Now let's use as an examplethe vision Breakthroughad we saw in the previouschapter. Do not include verbs that have become 3 or more svllables by adding 'ed' or 'es'. Do not count short-wordcombinationslike 'pawnbroker' or 'yellowtail'. 7. There are 102 total words in this selectionand 11 sentences.4 to get rhe gradelevel. and show you how to determinethe grade level.4 and you end up with the number4.'. I have put the three long words in bold type. 4. you don't believe I will makeit worthyour If me. Multiply this total by 0. Do not include proper names.The ad is presented full in Chapin ter 33. 5.andyou havethe number 12. of 6.Let me explain. one day he called excitedabout a pair of sunglasses owned. Divide the number of long words by the total number of words in the selectionto get the percentage long words. you won't believe it. b.which is 2. Divide the total number of words by the number of sentences to get the averagesentence length." "what will I see?" "what couldbe I asked.In short. whileto change your mind. your vision improves. well rewarded. of Then multiply the number r2."when you first look througha pair. c.2. on theseglasses. This meansthat the average number of words per sentence 9. I am aboutto tell you a truestory. but: a. of Now add the average sentence length of 9.It's so he incredible.2 by 0. Add the average sentencelength to the percentageof long words.

at you'll be amazed how easily you will be able to guessthe Fog Index from readingjust the first few paragraphsof any ad. t9l . Clarity is one of the most important factors in writing copy and the Fog Index gives you an insight into how important short with and simple words can be. parts of your ad to seehow consistent Try this with one of your ads or with one of the many ads in SectionThree. I would suggestthat you take different 100-word blocks from different your style is. that took me many yearsto develop. the broader the appeal and the greater the response. You've Leqrned q Greql Deql You have learned what it takes to be a gteat copywriter in SectionOne. You have learnedin SectionTwo what works and why it works. And it seemed ity.After you've tried it with some of the ads in this book or other ads. It is an easy way to determinethe level of comprehension your writing and it will alsomakeyou awareof the of have on the effect that multi-syllabic words and long sentences level of reader that will comprehensibilityof your ad and the with your copy.the greaterthe clarful.2. resonate The ad that we just testedwas one of JS&A s most successthat with many of my ads. In the first two sectionsof this book I havetaughtyou most I of the copywriting techniques taught my seminarparticipants.And most importantly. the next block of copy in that same ad had about the samereadinglevel. Incidentally. you not have to pay $3.to quite comprehensible anybody reading at about the 5th grade level and above.000to get this knowledgeas my seminar did participantsdid.butby that time the readerwas well into the copy. You havelearnedtechniques You have learnedconceptsthat I didn't discoverand personally use until well into my career. Finally. you have learnedfrom my failures-an educationthat has cost me dearly on but that you do not haveto experience your own. and You needto vary the lengthof sentences use3-syllablewords when you needthem and realize that every audienceis different. But don't be obsessed sentences of achievinglow Fog Index scoresat the expense common sense. The third block of copy jumped to J.

for here you seehow all the piecesyou have learnedfit together. ." And they often did.In SectionThree we take all that you have learnedand crystalhze it into practical knowledge by examining many of the ads that were used as examplesin our seminar. any this is where you'll get greaterunderstanding and clarity. If you've had a problem understanding of the principles."Now I feel I can do a great ad myself. I also reproducea few of the JS&A adsthat show my principlesin action.This is an important section. It was during this part of my seminar when participantswould often comment. In addition to examining a few ads from beginning to end. also examinea few adswherethe piecesdidn't quite We fit together and we show you how they could have been done more effectively.

$ectionlhnee .

principles actually work in some of the complete ad examples that follow. This is the fine-tuning you'll need to perfect your newly learnedskills.not only were my studentsable to tell me what was wrong with eachof the ads that I showedbut they were producing great advertisingcopy and even helping their fellow seminarparticipantsin crafting and improving their advertisements. 195 . if you insist. I used illustrationsto show the best and the worst of mail order advertisingand even non-mail-orderadvertising.OK. the ads were who were copying my format. my first semimine and those of my competitors-the very nars. Severalof the classic exampleswere duplicatedand only a few of the best passed around. I'11include someof those Shucks. During the courseof my seminarI showedslidesof various In ads to illustrate the theoriesI was presenting. By the end of the course. "But hey. But as the courseconcompanies tinued and more and more of my students succeededwith the knowledgeI gavethem." you might wonder. Hundreds of ads were presentedduring the seminar-each on slides. as well. seminarswere createdby my former students Finally.For the book I haveselected ads to illustrate the principles I taught-all examples that will solidify everything you've learned so far and add even more to your insightsand copywriting skills. many of the adsI showedat subsequent themselves. "What about those famous JS&A mail order ads that were the hallmark of mail order advertising in the'70s and'80s? Don't they point out some really of importantprinciplesand aren't they good examples the bestin copywrittng?" Well.Pneuiew Proving the Points-Ad Examples You'u" learned the principles and theory of copywriting you've had a chance to see how it all works through my and Now it's time to showyou how these many personalexperiences.

I'm really a modestkinda guy. But now it's time to solidify everything you've learnedin Sectionsone and Two with some classic ad examplesto prove many of my points. Deep down. 196 L . For as you have already learned.my copywriting and marketing principles can be applied to any form of advertisingcommunication. Not only are they examplesof successful copywriting but they are entertainingas well. The fact that I wrote them might come through in my enthusiasmand commentary.Startingin Chapter29 are someof the JS&A ads that really drive home various points.theseexampleswill help you understandmarketing in that medium as well.so pleasebear with me. If your future is in TV marketing.

book. it hasbecomea classic. made a and that was it.Joe Karbo from the Army in 1945. Karbo started a direct mail businessand sold a variety of products on his show. Let's examinethe ad. there Joe Karbo wrote only a few ads.As he later claimed at my seminar. started in his businesscareer. advertising. it was rewritten to reflect more current mail order but approaches. And First.The Lazy Man's GGGGGhapter24 Way to Riches The Lazy Man's\A/aY 'Mosl People Areloo Busy Eorning o Living This classic mail order ad sold 3 million books. no money and only a high schooleducation. Joe soon advertisingand flourished. it was basically the same ad." few changes. direct-response mastered In l9l3 Joe formahzedhis personalphilosophiesin a book called The Lazy Man's Way to Riches in which he sharedhis beliefs and principles both on successand on direct-response The ad shownaboveis the one he wrote to markethis advertising.and at age20 with a wife was discharged he and child.He wrote the one I've featured here right off the top of his head.Karbo was modestly successful the scrap then he moved on to acting. along with his wife Betty. just sat down and wrote the ad in a matter of a few minutes and then looked back at it. In later years. There are some people who spend their of entirecareercreatinghundreds ads. ran The ad Joe created in hundredsof magazines for many years. followed by paper businessand radio and finally television. Karbo had his own TV show in Hollywood and. There was practically no editing "I involved. a little backgroundon Joe. Since sponsorswere hard to come by. was on the air from midnight to 8 AM.and then is Joe Karbo. as it will confirm many of the things to Riches Moke Any Mo"ey' lo 197 . Tnir is a classicexampleof a mail order ad.

The lS-hourdays.He tells a story as he progresses.Karbo is building curiosity.The headlinegrabbedyou and got you to read the subheadline.Prior to this. Headline:TheLazy Man'sWayto Riches subheadline:6MostPeople Are Too Busy Earninga Living to MakeAny Money' The headline is provocative. this was a novel approachand a novel headline. Success andEntreprenelrrhad dozensof offers such as the one Karbo was making. what's more. The ad continuesand you're compelledto read further. Forexample. but the categoryof advertisinghadn't yet made it into the mainstream. building curiosity as he goes. But I didn't startmakingbig moneyuntil I did less-a /or less. What is he offering? Why will this ad earn him so much money? You've got to read further. maybe hundred a thousand doilars.We'll start at the headline and systematically work our way through the entire ad. And I'll try to makeit so irresistible you'dbe a darned that fool not to do it. this 2 to it should earnme 50.I'm going to ask you to sendme 10 dollarsfor something that'll costme no morethan50 cents. The7-dayweeks. Notice also that thereare no big words. his prospect-the guy or gal who is seriousabout succeeding and wants a good life but finds himself or herself working hard and not getting anywhere.He's leading his readerinto the copy slowly and easily. 198 . ads such as these were only found in the group of magazines classifiedas "income opportunity. got Let's start with the copy and seeif he is creatingthat slippery slide. Remember. adtookabout hours write. First. once agarn.this was written in lg13 and the equivalentof $100. And the subheadline you into the copy.The copy startsout as follows: I usedto work hard.At the time.you have already learned. Joe's was one of the first to break through. notice how he getsyou into the copy by the use of short sentences.no complicatedlong sentences.000 today might be close to a half-million dollars.With a little luck." Magazines such as Income Opportunity. Notice how shortthe first sentence and how is short all his sentences Also notice how he is identifying with are.

Note the flow of the copy. timeswhat that it's worthat leasta hundred If you don't agree Youruncashed checkor moneyorder you invested. I The only reason won't sendit to you and bill you or sendit involvemore time and both thesemethods C. it will be put in the returnmail. Again he builds on the reader's curiosity.D.a lot of peopleare going to rip him off.try it out. giving you an economic L99 .He also and confidencein his conceptthat showsa degreeof enthusiasm raisesyour curiosity evenmore.is because money. They're going to get his book.justifying the $10 purchaseeven if he hasn't yet told you aboutthe offer. He continues. Again.early in his copy. That'll giveyou plentyof time to get it. goingto give you the biggest bargain your of And I'm already life.o'Bo].He's also building curiosity. to I'm Because goingto tell you whatit tookme 11years perfect: How to makemoneytheLazy Man'sWay. read it and then return it and get their uncashedcheck back in the mail.O.50 you how to makea lot more? What if I'm so surethat you will makemoneymy Lazy Man's guarantee? WaythatI'll makeyou the world'smostunusual And hereit is: I won't evencashyour checkor moneyorderfor 31 daysafterI've sentyou my material.He's using basic and simple and statements.He wasn't going to cash the check for 31 days. And he is justifying why acceptingpayment by checkis the only way he'll sell it to you. which at the time was a novel "satisfactionconviction" because approach. the copy has you slowly slipping down his slipThen note how he justifies pery slide right to the next paragraph.Here Karbo is establishingtrust with his readers.His honesty is almost disarming. Now you arereally curious. Karbo is justifying the purchasewithout eventelling you what it is." You already know how important a good satisfactionconviction can be from Chapter 19. and Karbo usesit here. look it over. send back. the purchase.He tells you up front that he has something he wants to sell you for 10 dollars that only costshim 50 cents. why should careif I make$9. profitif I canshow you After all.It was what I call a your reactionmight havebeen.

investments.He doesn't talk about driving around in a Rolls-Roycebut rather a Cadillac. for if it was too far out of the reach of his readers.000 it-cash."about mile anda half frommy home.most of which soundpretty inviting to you and represent the results of buying his system-the many material things in life that most of his readers dreamof having.I don't mind it.My mortgage lessthanhalf is that. o.."I paid The rest of the time we spendat our mountain for $30.The curiosity builds. And it's necessary-to provethat sending ten dollars.who by now can't stopreadingand might be saying.He keepshis if wealth to a modestlevel.But I do enough.. But there is anothervery subtle thing he has done as well. paidfor. He is also selling the sizzre.which keep"in me I'll escrow" until you'resatisfied. He talks about having a mortgage which most of his readers."What doesthis guy have to offer that can make it possiblefor me to live the life of Joe 200 L . in the bank.He is relating a numberof things.basisfor his decision.is smartest the thingyou everdid. viewis sobreathtaking mostpeople My that comment that theydon't seehow I get anywork done. I'd My "office. All We havestocks. know it is because I I turneddownan offer for thatmuch. they own their own home. bonds.000.not the steak.He is identifying with his prospects."time with my family. righton the a is beach. they would not be able to relateto Karbo. Here in theselast paragraphs is obviously whetting your he appetiteand telling you what the resultsof his systemproduced for him. I have2 boats anda Cadillac. He is trying to personally identify with his audience. I live in a homethat'sworth $100.-now I haveto braga little. a "cabin." A11of this resonates with the reader. And I'll showyou just how I did it-the Lazy Man's Way-a secret shared I've with just a few friends'til now. he talks aboutthe most pricelessthing his systemhas created.But the cash mostimportant thingI haveis priceless: time with my family.. And then at the end of the list. But insteadof telling you about his offer.K. About 6 hoursa day.probablyhave.8or 9 months year..andthe only reason haven'tpaid it off is because Tax I my Accountant says be an idiot. he now changes directions completely to establish credibility for his offer by presentinghimself as an exampleof how successfully this programhas worked.

see how he appealsto the mass market-probably the single reason that this ad had such appealand was not confinedto just the incomeopporwidespread Also seewhere he agarnbuilds on his integrity when tunity area.with that he's shared Karbo?" So you readon. "experience.We paid off our debtsand. And you may do better: I personallyknow one man who used theseprinciples. And Karbo comes across as being incredibly honest.But money isn't everything. If he saidthat one personmademillions." Just enough brains to know what to It doesn't require look for.000 ayear for the past 5 years. In short." widow in Chicago has been A It doesn't require averaging$25. WhenI started I wasso deepin require It doesn't as bankruptcy the only way out. he told you the cost of what he was going to send you and he seems to be 201 . "talent. As you read the following copy.000extra ayean Or the guy who doesn'thave much of an education. Remember.worked hard. I'm require It doesn't "capital.but I'm It doesn't require not promising you that you'll make as much money as I have. And I'll tell you that. doing only what I taught her. These last sentences are very important." I've had more than my share. "luck. debtthata lawyerfriendadvised of He was wrong. he talks about almost declaring bankruptcy-thus relating to many in his audiencewho may also be facing financial difficulty. It doesn'trequire She's travelled the world over. But you might relateto the little old lady who is now able to travel wherevershe wants or the widow who is earning$25.outside the mortgage. "education." a high school graduate. making all the money she needs." One woman I worked with is over 70." out. "youth. 1loumight not identify with what he is saying if you honestlydidn't believe that you could earn millions.don't owe a cent to any man. he appealed to a very broad segment of the opportunity market and even went beyond it to people who might not be looking for an opportunity but would find this messagecompelling. He is very subtly trying to expandthe of appealof his offer to the broadestpossiblesegment the market. and made l1 million dollars in 8 years. only In the next paragraph you find one of the truly important highlights of his ad copy.You readthe secret a few friends. Think aboutit.using my methods.

Onceagain-I guarantee it. nobody had ever put anything like this in an ad. Then you examinethe coupon.all you'velost is a couple minutes an S-cent of and stamp. honestyis a powerful psychologicalselling tool. I'll proveit to you. even to the point of being disarming. Remember-I guarantee it."(Accountant's nameavailable uponrequest. He usesa little sagewisdom given to him by u wise man he met. Now comesthe closingpitch. Once agarn.if you'll send thecoupon in now. Joe Karbo for 18 yearsand my professionalrelationship his accountant.very honestthroughouthis ad.But right abovethe coupon you first read a sworn statementfrom his accountant: "I haveexamined this advertisement.Justtry it. But you may soonbe making somuchmoney thatyou'll be ableto. the basisof personal On acquaintance with Mr.) He also includeshis bank reference. this really is very convincing as prior to Karbo. Once agarn. so the cost of his book relativeto the cost of a postagestampwas equivalent to $40 in today's dollars. to Enough to absorbwhat I'11sendyou. Remember. nothing less-the results will be hardto believe.Karbo realizes that many of his readershave jobs and at this point in the copy are wondering if they will have to give them up to learn what he has to offer.Enough takea chance. If you do just that-nothing more.I'm not asking you to "believe" me. He was strongly establishing credibility by his using the bank's nameas an indirect testimonialon his honestysomethinghis prospects neededin orderto feel confidentto reach for their checkbooksand sendhim their hard-earned monev. And then he wraps up the entire ad with a question that builds the final level of curiosity to a point that compelsyou to respondin order to find out what this man has to offer. If I'm wrong. 202 I . Enoughto put the principlesinto action.certifythateverystatement as I is true. Today as I write this book a stamp costs 32 cents. The wisestman I everknew told me something neverforgot: I "Most peoplearetoo busyearninga living to makeany money. whatif I'm right? But It is interestingto seethe cost of a first classstampback in 1973. with completeand total enthusiasm for his conceptand his book." Don't takeaslong asI did to find out he wasright. Whatdoesit require? Belief. Youdon't haveto giveup yourjob.

Joe died in 1980from a massiveheart attack. 203 . thus changing entirely the premiseof the interview. It has much more sizzle "book.He was being interviewed at a local TV station near his home in California when the interviewer decidedto unfairly attack Joe. But it was Joe's very first ad-the first major massmarket advertisingcampaignto come from the income opportunity area in many years-that was the purestexampleof what I was teaching in my seminar. but Joe. money If I return your material-for any reason-within that time. Note that he is sending "Material" makes the program appear much more valuablemore like a courseas opposedto a book. "material" and not just a book. me theLazyMan'sWayto RichesBut don'tdeposit check orderfor 31 daysafter it's in the mail. By 1913 we were really cranking out our advertising." thanjust saying If you sent in your money. my seminarin l9l9.I had been establishing the fact in my national advertising that there was no such thing as too many words.you maybe full of beans. He even has a small box you can check if you want his "material" sent by airmail for only one dollar more." to necessary make money the techniques Karbo ran theseads for severalyears. But it contained both a motivational messageand the direct marketing "Lazy Man's Way. whathaveI got to lose?Send or my .The coupon is a summary of the offer. we noticedthat Karbo's copy was expandingto include testimonials and more examplesto cover the broad market he was trying to reach. checkor moneyorderto me. returnmy uncashed my here's ten dollars. you received a wonderful book that actuallylooked like it cost about50 centsto print. Joe was survived by his wife Betty and eight children.but mostly in The Wall StreetJournal.Joe'sfirst reactionwas a heart attack from which he never revived.The adsbecamemore wordy with eachpassingyear. One year later when we advertised in many national magazines. At my seminarhe Joe Karbo attended and told the story of how he wrote this sharedhis background one ad. On that basis.

Read on.His work and efforts have been continued in an excellent recently revisedversion of his book including a workbook. 204 i .and he did it right after attendingmy seminar. direct The next true story tells of somebodywho neverwrote print mail order copy before he sat down and wrote one of the classic long-running mail order ads of the decade. Pleaseseethe listing in Appendix D for this courseas well as severalother good direct-marketing books. It is happeningeven as you read this. But if this seemed like a real fluke-a once-in-a-lifetime experiencethat would be impossibleto duplicat"-you're wrong. Any student of mail order needing some really good motivation should purchaseit. was his biggestand bestshot It in the mail order businessand its significancewas felt by the many millions who bought his book and later indeedprofited by it. with other entrepreneurs using marketingas a methodto market their products. The Karbo ad was a classic.

rtrc! A n w gtsPcfruil oJ lnut eotce?t ctenqe joef rdr a. ndE . Frank Lewis Schultz is a farmer who grows grapefruit in the Rio Grande Valley of Texas. It wasn't the very technical style of the feel that grabbedyou at the start JS&A ads. I "ru n trd i:d'd Bil e*!'r t^ . letter that he had run for He basedit on both the successful years and the information I had taught. discooery. Schultz was he one of the first to sign up.Ftur blr adom { '{7 tJ E. But somethingalways seemedto elude him.r. When I announcedmy first seminartn I9J7 . he could add credibility to his company and more profit to his bottom line.caz+'rannza aLAMO TEXAS 13516 205 .ril M€nDr rnr0t r. upon my return home after the seminar. I didn't but he seemedto be absorbingeverything know at the time that he had a degree in marketing from the University of Californta at Berkeley.r. Wisconsin. During the seminar. He couldn't get print mail order advertising to work for him. I had to say.Ai.ch F.And along lions.*E frc i aro i4rf inr ! 6 rr:4 run how hPAie Ps & r[i F. Illinois. and starteddrafting his first print ad.In fact. was very quiet. ioL i4irtr! ih. r rF 3J hi*i riuD CALL TOLL-FNEE eoo + 531-5346 t2: ilodn To*4 RNd . !h.25 ChaptenA Fluke of Nature A Fluke of Nanrre | 3r *dad n i llnri d'dd h o. uu4 FoG FiNr F.' !ir8 Y@d r'ov.The first ad bombed.i rrid or g.rF . he went to the local Holiday Inn in Minocqua.. It all soundedgreatuntil Schultzhired one direct response of the nation's most respected second.d fr€ !h dcfttrNr p'e. 9d q.with the information fresh in his mind.. his agencies. So did the grosssalesdidn't cover the raw cost of the ad space.4u...JF nli Fdd nsigl i Flnd It was Frank's first ad and it became a clsssic.rn st a7 \q F! rr e.:7p#f.Yrr Flh Yo! ludt.Schultzwas discouraged. The ad was great. He realizedthat spaceadvertising(the idea of reachingmillions of peoplefor the sameprice like by it takesto reachthousands mail) sounded with reaching mila greatconcept. 9'r. After the seminar.r.And the result was sent to me in Northbrook.but it had a homespun si mr 3rFtrql 6d v0! iM Fr *di r.For yearshe had used a simple letter or direct mailing to build his customerbaseinto a nice-sized businesswhich sold grapefruit by mail.

our family doctor." when I receivedschultz's ad." I also suggested take out a line. and in a very simple yet persuasive way.he has established degreeof credibility right from the start of the a ad. "The zestyflavor of Royal Ruby he Red grapefruitjuice will help start your day with a smile.I calledhim on the phoneand told him. There were two pictures captionedwith copy explaining the offer.but agarn. And then look at the curiosity he createsright away in the secondsentence. As Frank later said about the seminarand what he had learnedabout writing copy. webb. Let's examinethe copy as we did with the Karbo ad and see how Schultz capturedthe essence what I of taught. unusually And theyhada faintred big. "Your ad is great. in one of the men who was picking fruit in the doctor'sorchard cameup to theWebbhouse holdingsix of the strangest grapefruit anyone had everseen. singlebranchof an ordinarygrapefruit A treehadproduced thesesix unusual fruit. . "rt was actually pretty easy because suddenly everything was clear.all the elementswere designedto get you to readthe first sentence. thus drawing you further into the copy: I'm a farmer. and of course.And the story I tell you is the absolute truth. they were minor." as it seemedalmost a clich6-something an ad agency might have written. Rememberwe talked about how each word has an emotion and a story attachedto it? What does the word 'farmer' bring to mind? How about honesty. I knew what I had to say and how to say it. The copy starts out with a first paragraphthat was printed in bold type to act almost as a subheadline.and drew you through the copy all the way to the very end. as incredible it may seem.A \Ja1s1s"-the one he had written. hard work and inte grrty?Simply by stating that he is a farmer. I suggested subheadline: the new grapefruit discovery may change your concept of fruit. And there were several other small changes.I only have a few changes suggest to but they are minor. as This is a classic opening for an ad."I suggested "Fluke of Nature" instead of 'A Stroke of Luck from Mother . These werebig grapefruit. How could you not continue? It all started a groveownedby Dr. I learnedthat you don't have to be a professionalcopywriter to write effective copy.. Your big problem is the headline.

After he "not one man in a thousand has ever tasted this told you that grapefruit. THEEXCITEMENT YOUCAN IMAGINE From the fruit on that one branch. Instead he started to explain what makes it even more rare. Read the following and seewhat I mean. The fruit new grapefruit. grove. Only 4 to 5 percent of the "Royal Ruby Red. naturehad chosento For somereason.Schultz createdthis environment-all woven through a compelling and interesting story that holds your attention and keeps you reading. wasn'tsourlike othergrapeIt wasperfect. You can certainly do that with a collectible.blush on their skin. He makes his product a ranty-a limited edition to be sharedby very few people. but seldomif ever do you seethe genuineRuby Reds." entire crop will qualify as a Schultz graphically brought out the true rarity of what he was selling.You can't stop now." you might have thought he was going to pitch you on the fruit.grove after grove now produces "not one man our own Texas Ruby Red Grapefruit. So you start with the rarity of Ruby Reds.You may find pink grapefruit. but the simple way Schultz made his fruit rare was ingenious. and to get to ROYAL Ruby Reds you have to get rarer yet. to Dr. Webbslicedopenthe grapefruit.It was incredible-men Grande on and had failed. You've got to seewhere this all takes you.MotherNaturehad done singlebranchof onetreein one it all by herself! The copy reads almost like a fairy tale with the use of the Magic Rio GrandeValley name and the story of this unexpected discovery. in a thousand has ever tasted this grapsfmil"-you can easily understandwhy. we'll neverknow why. When I say. herein our Magic Rio produce entirelynewkind of grapefruit an had laboredfor yearsto Valley. the fruit wasa brilliant ruby red in color. To begin with. But suddenly a producethe ideal grapefruit. fruit either-it wasnaturallysweetwithoutsugar. Ruby Reds are rare. And it got so rare that it seemed quite plausible that few people indeed have tasted this fruit. Schultz now goes into more detail on the fruit itself. When Dr. You can look for them in storesbut I doubt if you'Il find one. And he uses one technique that you would never believe could be applied to fruit. Webbdecided tastethis strange juicy andluscious. 207 .

we'rejust asfussy. and he usesthis approach make his message to personal. Everyoneof us takes 'pickingring' whenwe harvest.By now you are actually convincedthat this fruit is very carefully selected-not only chosenfor its juice content but also for its beauty. we won't even considerharvesting grove until I've a checked the fruit for tree-ripened out maturitymyself. Sometimes fruit will be wind scarred. Why. Secondly. And he also gets you totally involved with the fruit itself. won't accept the I it. By now you canjust picture Frank Schultz out in the grove with his picking ring rejecting wind-scarred grapefruit or fruit that has sheepnose.flowingjuices. I'll a And whenwe pick the fruit.luscious naturally sweet flavor. Your tastebuds are activatedand you can almost savor the grapefruit as you read the copy. The copy continues: EachRoyalRubyRedweighs pound-or more!Eachhasa rich a red color.I checkfor "naturalsugar. it beauty.he even uses a technical explanation-something that really builds confidencein the expertisehe brings to his farming.In the next passage. Schultz continuesto build the story but now he makeshis message very personalone. Insteadof turning the knobs of a TV set or clicking on the keys of a calculatorto involve you. he's gettingyou to salivate. check I to seethat the fruit is plump andmeaty. And I grade for it.Beauty?Yep." won't accept YoucanseeI reallymeanit when I it.andthe abilityto staythis way for manyweeks. Or sometimes will havea bulgeon the stemandthatwe call it "sheep nose. Probably the one thing that he uses with great skill is the 208 . A technicalexplanationin selling electronics would make sense." acidbalance low andhighjuice content. thefruit is smallenough a If to passthroughthis ring-we don't pick it! It simply isn't big enough qualifyasa RoyalRubyRed! to Even after picking thereare othercarefulinspections eachfruit mustpassbeforeI'll accept I sizethe fruit. I sayI accept only perfectRoyalRubyReds.andI evencheckto see that the skin is thin. He is personally involved in every step of the growing and picking process. but all the factors haveto be in a properrelationship eachother to before harvest grove. It almost sounds a like he goesright into the grove with his men to pick the fruit. but see how he does it here with a very nonscientific productgrapefruit. He is actually using your senseof taste as an involvement device. beauty. Not only doeseachfactorhaveto checkout.

In I decided form a clubandsellonly to my clubmembers. convicAnd what doesthat signify? That's right-a satisfaction you wonder if peopleare tion-something that is so compelling. Think also about the nature of grapefruit.What could be more simplethan a grapefruit?But look at how Schultz has brought out all the featuresand the complexities of his selection process and even his own expertiseby telling you more than you've ever wanted to know about grapefruit. cool. this to my production insurethat nobodywill to I manner.And as if it is made up of they all go out with their picking rings. can control be disappointed.you make it complex. until they arethoroughly four of themin your refrigerator this Thencut themin half andhaveyour family sample unusual fruit. and Schultz has managed to do this in a very simple and masterful way. The grapefruitcould not get any better.and he makesit as simple as possible. This is unquestionably a simple product and this chapteris a good exampleof my "simple vs. Frank does this by offering a sample shipment-a lowpriced no-risk opportunityjust to try his product. complicated" rule. and then return with their harvestfor shipping to just a few of their customersthe next day. spendthe day gathering only the prettiest and juiciest grapefruit. Schultzis now ready for the pitch. like a grapefruit. going to take advantageof him.at no costto you whatsoever.If it's complex. I Youdecide whether not RoyalRubyRedsareeverything say.you make it simple. companysoundssmalljust Schultz and a few other pickers. It's now up to Schultz to make his customersreach into their pockets and exchange their hard-earned dollars for his grapefruit. Place of me sendyou a box prepaid 16 to 20 RoyalRubyReds.it is beautiful and it has value. or or not eatinga Royal Ruby Red is the You determine whether I fantastic taste experiencepromise. 209 . my But beforeI askyou to join my club. WhenIrealizedthattheRoyalRubyRedsweretheultimatefruit. it is delicious.His personalnatureof his presentation.It is rare. When somethingis simple. It is a beautiful exampleof the personalone-to-oneselling techniquethat you want to capturein print.I wantyou to sample Let RoyalRuby Redsfor yourself.He makesit so simple that you begin to wonder if he's going to be ripped off.

You decide. I'm confident that you and your family will want more of this superb fruit and on a regular basis, too. If the four Royal Ruby Reds make you say "y"r," then keep the remaining fruit. Otherwise return the unused fruit (at my expense)and you won't owe me a single penny. But you are never going to know just how wonderful genuine Royal Ruby Reds are unlessyou place your order right quick. This way you are sureto receiveyour packagecontaining 16 to 20 Royal Ruby Redsfor you and your family to sample.But sincethe supply is strictly limited it's important to place your order now. 'right quick'. That's the way farmNote the use of the words ers talk, isn't it. And it is this homey-sounding copy that captivated his audience. In fact, Schultz asked me if he should leave it "It "By in. isn't really good English" was his concern. all means, "It leave it in," I suggested. sounds great to me." His offer then went on to give the terms of the purchase. The first box was going to cost $5 less than the standard shippsnfa further incentive to at least try his grapefruit. In fact, you actually didn't pay anything up front, as he also included a bill for $9.95. You only paid if you wanted to keep the shipment and you then were enrolled in his monthly club. His copy continued: Now supposeyou do like Royal Ruby Reds-suppose you love them-can you be sure of getting more? You surelycan.By saying"yes" to my first shipmentyou havethe joining my Winter Fruit Club. Please privilegeof automatically be assuredyou pay nothing in advance.But each month during the winter, I'll ship you a pack of 16 to 20 orchard-fresh, handselected, hand-pickedRoyal Ruby Reds. Every Royal Ruby Red you receivewill passmy tough tests.Each will weigh a pound or more. Safe delivery is guaranteed. This fruit is picked, packed and shipped each month, December throughApril. You pay only after you havereceivedeachshipment. And you can skip or cancelany shipment,simply by telling me your wishes. He summarrzed his offer. He restated most of the points he told you in the previous copy at the very end of the ad. And then he goes into the close: Remember, obligatesyou to nothing exceptmaking a tastetest it of the best grapefruitthat has ever beengrown. And this tastetest is on me!

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are whenI saysupplies limas Of course, you canwell imagine, just I ited-I'm not kidding!There's so manyclub members can this accept beforeI mustclosemy membership year. of he In this statement, is giving you a sense urgencythat is both believable and true. Production is limited and getting your order in quickly is very important to ensurethat you'll be part of the membershipprogram. He also makes it sound risk free and easyto test. to and havethe opportunity So to tastethis 'miracle'grapefruit be savorit eachmonthduringthe growingseason, sureto place your orderat no obligation, today. F'rank was pleasantly surprisedwhen he ran his test ad in "Our cost per order was the lowest of The Wall StreetJournal: any outside list we've ever used, and I realized that a single held the key to the rapid growth of our company." advertisement But Frank Schultz dtdn't stop there. He continued to advertise in The Wall StreetJournal, The New York Times,Parade and "When you're a farmer you always W Guide to nameonly a few. wolry about the crop. It's growing too slow-you worry. It's growing too fast-you really worry," said Frank later in a letter to me. "I find it to be about the samewhen a farmer gets into space advertising.The orders are coming in so good from our space ads,I'm beginningto worry. A high-classworry, I'11admit." rn In December1980,an article on Schultz appeared Texas Monthly magazine.The story talked about his wonderful copy and how the copy made his businessseem small and personal. was quite largeby then.He Yet it also explainedthat the business 26,000 tons of grapefruit tn 1979 with only 47o passharvested for ing Schultz's rigorous standards Royal Ruby Red grapefruit. The rest were sold to the grocerychains.And he now had 80,000 He in customers the 48 continentalstates. owned 14,000acresof orchardsspreadout from Brownsville to McAllen, Texas,and had hundredsof employees.He truly was a successstory-all createdfrom the power of his pen. And yet, his customersvisuahzedFrank with his picking ring out in the orchard picking those perfect Royal Ruby Red grapefruitfree of sheepnoseand wind scarring.

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From time to time, Frank would sendme someof the letters he received complimenting him on his copy. One came from Stanley Marcus, then the chairman of Neiman Marcus. Some were from other copywriters who rccognizedhis ad as brilliant. And for many years Schultz ran the ads until they finally wore out. I myself was in Schultz's grapefruit club for many years. And from my orders alone,he probably made back all the money he had spenton my seminar. you'd like Royal Ruby Red grapeIf fruit sent directly to your door, call Frank toll free-(800) 4774113 between 8 AM and 6 PM Central time. But do it "risht quick."

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2$ Ghailen Lingerie

for Lingenia Men
How a Group of Very SpccialMcn Madc lt All Possiblc

Vctoria's Secretis now a major chain with 800 stores, $569 million in sales and a major catalog of division.But back tn 19J9,it consisted just three by small storesand a catalogrun by a gentleman the nameof Raymond.And that is when BarbaraDunlap attendedmy seminar. The ad she wrote helps illustrate many of the points you've learnedin this book and also points to a few she overlooked.Let's start with the headline and subheadline.If you were a man or a woman you readingthrougha newspaper, might stop deadin your tracks if you saw the following: Headline:Lingeriefor Men How a Group of Very SpecialMen Subheadline: It All Possible Made

The ad drew a lot of attention but misseda few major points at the end.

Note that the headline was just three wordsshort,conciseand certainlyenoughto get you to read did Then noticethat the subheadline the subheadline. not give away the premiseof the ad; you still don't know what it is. In fact, it might soundlike some men got togetherand made You just don't know, so you keep the wearingof lingerie possible. reading. Now read the first parugraph,which is in large type and actually draws you into the copy. Also note the storytelling feel of the first few paragraphs.
When we openedthe doors of our new busiWB wene ASTOUNDeo! would be women.After all, we ness, thoughtmost of our customers beautiful designerlingerie is the kind of luxury a lady can't resist. How wrong we were. That first Valentine'sDay, the men came in droves!Hundredsof men, who had secretlybeen dying to visit our boutique.At last, they had the perfect excuse-Valentine's Day gifts for their favorite ladies.

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They loved the merchandise. can you imaginehow shocked were? thosemen-milling we All about our Victorianboutique.Admiring the silk stockingsand lacygarterbeltsfrom France. Totallysmitten theluxurious by silk and satinkimonosfrom London.Crowdingaroundthe bra and bikini setsfrom Italy.They couldn'twait to surprise their wives or girlfriendswith something truly special. once again as the story is told you can visualizethe scene. You can almost seethe merchandiseand appreciatehow the variety of merchandiseis woven neatly into the story. But now a questionmight pop into your mind as you are reading this. And this very question is brought into the copy at precisely this moment. Weren't they embarrassed? The truth is, theywere.But not enough keepthemaway!They to hadseen exciting, our full-colorcatalogue. breathtaking A picture book of beautiful women, wearing enticing creations. Besides, a few menbecame first satisfied our customers. in a shorttime, And theyhadmanaged spread goodword.victoria'sSecret to the wasn't like shopping lingeriein a department for store. matronly No saleslady make a man feel uneasy. raisedeyebrows to No or pursed asking lips aboutsizes. racksof flannelandterrycloth No to wadethrough. And no clunky,plasticboxesoverflowingwith boringwhitefoundation garments. just covered. Therewere a numberof good issues First, Dunlap comes acrossas being truthful when she admits that the men were embarrassed. short, she raises an objection in the paraIn graphheading("Weren't they embarrassed?") then answers and it honestly.But then she brings in the fact that they were motivated by a full-color catalogthat sherefers to as a "breathtakingpicture book." Here she very subtly brings in the catalog as the motivational factor that prompted all thesemen to come to the store. Another objection you might raise if you decidedto go to the storeis the storeenvironment itself and the humanelementin the stsle-the salesclerks. you were a man, would you be If embarrassed? Here in this same parugraph (which really should havebeen a new paragraph) raisesthe objectionand resolves she it by pointing out that the storehas none of the embarrassments found in a department store.In short,this is a storethat would not embarrass man at all. a

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. Since the only Victoria's Secret stores were located in northern Californra at the time. And what's more. much younger. But .) 215 . you haven'tlost a thing. Note the colorful and sensuouslanalbum guage which only helps to create the environment for this ad. If you're like our male patrons-sensuousand fashion-conscious in your own righl-you've beendying to find a place like Victoria's Secret. lingerie.if you live outsideof northern California you won't find it. accountants. the real purpose of this ad. they all haveone thing in common. male customers. Our lush. . . What if you don't like our style? you'll be the first man who didn't. Here's what she said. Since that first Valentine'sDay. And it takes a very specialman to shop from Victoria's Secret.They aretrue conand lovely a lacy noisseurs beauty. too luxuriousfor the lady in your life." comes the pitch. The men in our life. was to attract catalog customers from the other 49 "Our luxurious photo states. Whether doctors. they can't be stereotyped. similar to the way Karbo broadened his income opportunity ad to include anybody interested in bettering his or her life. if after We guarantee or you find our fashionstoo sensuous you receiveour catalogue. Dunlap first got your attention and raised all the objections that you might have if you were a man and wanted to buy lingerie for your wife or girlfriend in a women's lingerie store.some far from it. we've learned a lot about our Someare conMainly. .In this ad. Not only does Dunlap include a broad range of men but she then compliments the men on their taste and understanding of women in general. while others are servative. So after the paragraph heading . But for $2. In the next paragraph we finally get the real pitch of the ad. full-color catalogueis an elegantcollecto1'silsrn-2 conversationpiece your friends will adore! (Already.00you can havethe next bestthing. of full-color catalogue alluringdesigner Our luscious. they know how wonderful a woman feels to receive something beautiful and intimate from a special man.However. our customers are requestingprevious editions of the Victoria's Secret catalogue. Some are rather old. Dunlap broadens the market from just a few men to all men. which ran nationally. In the next paragraph. salesmen or bankers.They know how sensuous of camisoleor elegantgown looks on a woman.

which in turn brought in sales. The two women used their copywriting skills to write the colorful catalogs.the first ad was moderately successfulin bringing in catalogrequests.To receiveyour own personal copy. They both claim that the seminarwas one of the turning 216 . This was a two-stepprocess-to scanthe marketfor possible customersand then make them customersthrough the catalog.And althoughits endingcould havebeenmore compelling and more effective. This is a very good applicationof a print ad and a good example of many of the principles. The catalogMctoria's Secretpublishedback in 1979was a lot more sensuous than the catalog they put out today. "What if I'm not pleased with the $2 catalog or any of the merchandise?" Nothing was indicated about their returnpolicy. If I had to classify it. There was one main problem with this ad and unfortunately it came at the most critical pafi-at the end. I would have also addeda byline to the ad to make it even more personal. I would say it was an upscaleversionof a Frederick's of Hollywood lingerie catalog. The real offer was the catalog. The objection some prospects might raiseis.W500 faddress wenthere]. Two advertisingpeople from Victoria's Secretattendedmy seminarbefore the franchisewas sold to The Limited. From what I understand.but the story that was told gavemen permissionto get the catalogand buy from it-a lot less embarrassing than going into the store. "Lingerie for Men" was brief. The principles that you should particularly pay attentionto are the excellent timing of the objections and how they were resolvedand the beautiful use of words that told a story and created the perfect environmentfor the offer. We'll sendyou our colorful catalogue fashion of romance first class via mail.And indeed.And a nice hook could havebeento allow customersto usetheir $2 investment buying the catalogtowardthe in purchaseof their first order. dept. Or even allowing them $ 10 toward their first order. interesting and flowed quite nicely. send $2. it brought you through the copy like a slippery slide all the way to the very end.00 to Victoria's Secret.they were quite popular with the men.

In the next chapter. It will clarify the important method of always raising an objection and then resolvingit.I give you an example of a company trying to resolvea problem without first raising it.of points in their careersand a major factor in the early success Victoria'sSecret. The lessonto be learnedfrom this exampleis that you can write a greatad but then miss some greatopportunitiesat the end. 2t7 .And the end of the ad is when the buying decisionhas to be made-it's a critical point in any advertisement.

But insteadof raising the 3!er bli! alonF $lh L 5 \\ 219 .ea Ocvcr.. I As I got closerto Pal-Waukee. in They picked Pete Conrad to act as spokesman an adverthe tisementto address public's concern. and it was one of thosememories that remains indelibly etchedin my mind. Illinois. The air traffic controllers Pal-Waukee.McDonnell Douglas quickly correctedthe problem. or u s A r Fortr rlrrcs TF ri5 dipcrlabr ily OO 0 loc{ dDnr. a consequently crash.1979. r.r$1r r'ray srf rsrr€9 requi.rtrl'-.the DC-10 was involvedin two more crashes within a relatively shortperiod of time. I was about 50 miles from the Pal-Waukeeairport where I was scheduledfor ^/ an instrument landing even though the weather was perfect for flying. tcs in 90..!nd lhe q. The entireftrst part wasmissing. Let me explain. were unusually quiet as I approached It was a bright clear day-one of those rare days when you could seefor miles.c rbqll in€ B. If that weren't enough. could seeoff in the distancea big fire near Chicago's O'Hare airport.r lhe OC 1q has tas. McDonnell Douglas realized that it had to do something to offset the negativepublicity..but for a while all DC-10s were grounded.a'r r lni I on dnla i dzy i^4 srrtu n! 170. Tirir is a good example of an advertising message that could have been quite powerful if it weren't for one fatal flaw.Ccccchailen27 rhnd!9hiyr-aslorllrl. l|ytrr! nrtrr ll.That was May 25.dill:caron r+5rc jrsl as dollndiiq r' th. The plane that crashedwas a Dc-lO-one of McDonnell Douglas's largest and most popular aircraft. I was flying back from Rockford.ik T)c 1! 14b28..orr!: UcDonndl Dlrgl2j t)fil! grr ^.ed f4i:ier z! rhc5.but the stigma of the American Airlines crash was still on the mind of the public. 4ar. I landed my plane. MCDONHELL D<>uGLAs \7-- Thisad had a majorflaw. it was determinedthat there was a hydraulic problem could causeloss of control and that. parked and walked into the airport office where I learnedfrom a television broadcastthat American Airlines flisht 191 had just crashedon takeoff from O'Hare and that all its passengers had died. in my own private plane. Immediately after the crash. under certaincircumstances. The last two were unrelatedto any fault of the airplane.[nr . ra.e!rlrn x.Jhe r.r.

The resulting ad was hollow. Byline: By PeteConrad Copy: It was horrible. designedor built to more exactingstandards Eighteen million engineeringman-hours were invested in this plane's development.S. The ad then ended with a place to write McDonnell Douglas to get more information. Governmentcertification. its The DC.000hours of wind tunnel 'fatigue testing' for the equivalentof testing. The copy was good copy-very persuasive in terms of building confidence in the plane.in their own way.S. But here's somethingyou may not have known.l0 fleet demonstrates dependabilityflying more than a million miles a dav and servine 170cities in 90 countriesaround the globe. But as the facts emerged. That includes 14. And all this was presented by a former astronaut to add credibility. as thoserequiredof U.objections of the plane crashes and then resolving the problem with the excellent copy that was written. I'm certainthat nothing madeto fly haseverbeen than our DC-10. But it lacked an important opening that would have made the copy many times more effective. The following is the copy as it was written: Headline: "The more you learn about our DC-10. Air Force fighter planes. Along with U.The plane-a DC-10. former astronaut.hundreds peoplelost their lives in what was consideredone of the worst plane crashesin American history. What if the ad had started out differently? If I were given the assignment of writing the ad it would go as follows: Headline: DC-10's Big Secret Subheadline: You've heard a lot of bad publicity about the DC10. jetI'm convincedthat the DC-10 is the most thoroughly-tested liner ever built. the DC-10 has passedstructuretestsjust as demanding." Division Vice President.When AmericanAirlines flight l9l crashed of at O'Hare in Chicagolast May 25th. Byline: Pete Conrad. the more you know how greatit really is.as well as full-scale 40 yearsof airline service.it was learnedthat a seriesof coincidencesresultedin a hydraulic malfunctionwhich in all likelihood 220 t L . the objection was totally ignored. McDonnell Douglas Copy: I've watched airplanesand spacecrafttake shapefor much of my adult life.

for take and I've watched airplanes spacecraft shape muchof my adult life." The message is an emotional presentation which shows concern. They just left off the entire front end of the ad and were avoiding the real issue-the eventsthat actually happenedthat prompted their ad. 22r . may neverhappen were installedthat of fail-safesystems quent weeks. instead waitinguntil a required of but not is system checked only by eachmechanic by structural plane.] [Then What I have done is to raisethe Do you seethe difference? (or as I call it. real problem Conrad'scopy.good feeling about both the companyand the mes"That was a sincere effort to dispel sage. airlines required giveeachDC-10a complete of every50 hoursinstead the required100hoursof inspection flight before each is hydraulic system checked flying. . integrity and leadership. otherrecent but to be totally not the fault of the airplane of the pilots. which could easily go at the end of my ad. "Sure it's a safe plane. You thepilotsthemselves.And in the subseagain. .You would think. They just spent most of their copy resolving the objection it without acknowledgingand addressing directly.But it did happen. on thosefalse impressions the safetyof the DC-10.Theplane's And the plane's inspection. weredetermined of crashes DC-10s two In addition. you would leave with a positive. standards or designed built to more exacting I wouldput therestof his copyhere. After reading my version of the ad. the "objection") and then resolveit. Now comparethat with the way the ad was originally written." cover themselves Keep in mind that the copy they had was very good. would then contributeto resolvingthe problem.a series the of among safest anyjetsystem makethe DC-10'shydraulic liner." Or maybe.But Airpublicitygenerated theAmerican by because thenegative of we othertwo crashes. which might have left you with the sarcasticimpression. I'm certainthat nothingmadeto fly has ever been than our DC-10. "They are just trying to from all the heat they've been taking. couldn'tfly a safer Then I would pick up the copy from the existing ad so it would continue. . havebeenevenmore linescrash these and to All are diligent.

and then doing your bestto resolveit. as in the case of the DC-10. ))) . regardlessof how embarrassing detrimentalit may seem. whether it be to buy your product. honesty and franknessand will respondto your messagein a positive way. to develop a good feeling about your company or. You'll find that the public really appreciatesyour candor.The lessonto be learnedhere is to reahzethe importanceof or raising an objection. to restore confidencein an airplane.

The advertisingagencythat createdthis ad probably thought they had a very clever idea. was boring.And finally. And to get ple's attentionand causes them to read your entire ad. (new back more stimulatingvideo presentation '70s when this ad appeared). So whoever createdthis ad was certainly being conIt sistentwith the theme in their presentation. In the Sony ad they are first trying to sell the concept of using video and then of using Sony video. Here are the first few paragraphsto give you the senseof 223 -1 . But being consistentwhile going in the wrong direction is not a greatstrategyeither.and to standout you need a message them to readyour entire ad. Their concept-show the contrastbetweentypand ical typesof boring communications a new. You'd feel like falling asleep. the copy was monotonousand did not follow many of my principles. The hard to read with its bold capttahzed ad layout was boring. you must usemany of the techniques throughoutthis book. My approachwould have been to createa story of somebodywho switchedto video and saw a dramaticbenefit-more sales.greaterproductivity or more awareness. one look at this ad from Sony Video Communications and you would feel pretty much like the cartoon character shown in it.28 Ehapten Stimulating The theme of this ad was "boring. There are thousandsof ad messages that grabspeodaily basis." They accomplished their goal. Eu"n if you never wrote a piece of copy in your life.Very few people would want to read a out there on a boring ad. evenif the ad you are creatI've presented ing is not a mail order ad.the headlinein the ad was inadvertentlyboring in that it was type. once they have convinced their reader to try this new medium. in the mid In keepingwith the theme.

And certainlyafter readingthis book. If you thought the first few paragraphswere boring. Americanbusiness spewsforth a virtually endless stream inter-office of memos. Chances are. it was boring. press releases newsletters. so was the rest of the copy. forgotten. telexes.you wouldn't evenconsiderreadingthe entire ad. The ad then tells how video is being usedand what Sonyhas to offer the new and emerging industry. layout artists and art directors. brochures. The ad was createdby a professional ad agency using professionalcopywriters. training manuals. you could act as a consultantto that ad agencyand improve its advertisingby 1. And thereis no way of tellinghow muchof it is eitherignored. directmail pieces.Often even the most inexperienced person can write an incredibly effectivead. 224 I . Every day. slide shows. phonecalls.letters. After readingthis book. cartooncapno tion and startedout with a very long and boring first sentence. and The average employee deluged is with communication.how the copy flowed.isn't "boring" the theme of the ad? (I'm being facet i o u s). The first sentence too long and the copy is boring. But is then agarn.0007o and you may not even be a professionalanything. annual reports. And sinceI get boredtyping it into my computerfor this book. A problemthattoday-in an ageof shortened attention spans and gssfs-g1ies for an efficientand heightened communications out imaginative solution. unless you were totally interestedin video communications and were actively searching everythingyou for could find on the subject. In short. conference reports. American business in thethroes a vastandcomplex is of communication crisis. I'm not going to include any more for you to read. misplaced summarily or disposed of. The ad had no subheadline. Just trust me.telegrams.The ability to write good advertisingcopy is not limited exclusivelyto professionals. And here's my final point. you can criticrze eventhe most professionally preparedads.

don't like to that consumers In short. and then as a quantumleap in our approvalto becomethe best product on the planet.the look of it and even the name. It not one of thosethings that consumers handling all those wires and could be dangerous in there'sa lot of extra expense having an installer put one in. eywell-a companywith an established The Magic Stat ad ran in print for almost three years startbrand ing in 1983 and made the product into a very successful The companyeventuallywas sold to Honeywell.stat (hetmogtat until I brought out the worst aspects of this product and turned them around. The following is the completetext of the ad: Headline:MagicBaloney 7't-! 225 d . First I rcahzedthat the number one drawback purchasing thermostat was the installation.€ baled ihe ^talra . A good portion of the copy explainedin a light sort of way the featuresof the product.And then near the end we built up the company selling us the product to add credibility and make the Our competition. was Honconsumerfeel more secure.after all.we recognrze be botheredwith installation and we hit this feature right at the start of the ad. So one of the first good featureswe finally like in our story is the easeof installation. name. We reahzedthat these would be some of the sameobjectionsconsumerswould raise when they looked at the product.It's a in relateto.How I get there is an interestingprocess. name and reputation.the productprodtakes uct. lhis JS&A mail order ad for the Masic Stat basicallytells a story but with a unique thermostat ffiffi$Hffi startsout with us hating the aaIsfilew twist. The storythe storyunfolds.2$ ChaptenMagic Baloney You ll love the way s.And we resolvedthem one by one as we floated through the copy. The copy itself raisesmany objections-the casedesign.

If you want a different schedulefor weekends.Thermostat wires in your wall follow standardcolor codes.The Magic Stat installs in a few minutes and no servicemanis required. we're going to tear it apart. And that's when we made an incrediblediscovery. Caption: It had no digital readout." We took one look at the plastic caseand said. You set most electronic setbackthermostatsto the time you want the furnace to go on in the morning. "What's so great about that?" Read on.you can individually programthe thermostat thosedays. it had none.It almost made us sick. "Big deal. Unmercifully. That's play school stuff. So before the salesman even showedus how it worked.technologically-advanced most sophisticated and thermostat ever developedon the face of this earth and in our galaxy for all times ever. you attach the red wire to the red location and the white to the white. That means that you could set it for 70 degreeswhen you get up in the morning. we took one look at the name and went. so when you wake up." And when we looked for the digital readout. we discovered that the Magic Stat was probably the most consumeroriented. Conventionalthermostatsinstalled over the past 20 years are generally only 24 volts. And it's safe. raise it up to 70 degreesafter dinner as you watch TV and then drop it down to 62 degreeswhen you go to sleep. OK.What made us switch from hating the thing to loving it? Readthe following: The Magic Stat has six setbacksettingsper day and a sevenday program. "Yuck. When we first saw the Magic Stat.So when you install Magic Stat. we did find one good feature-a feature that led us to a discovery. For instead of trying to tell you what a great product the Magic Stat thermostatis. for too. REAITOSER So there it was-at first blush a real loser. so you can either turn off the power or work with the "live" wires without fear.Subheadline: You'll love the way we hatedthe Magic Stat thermostat until an amazingthing happened. "How cheap looking. your . drop the temperatureto 54 degrees when you go to work. raise it to 68 degreeswhen you return for dinner. we were totally turned off. but get ready for a shock. an ugly case and a stupid name. Count them-flve settingswith one to spare. [ET'S TEST IT The Magic Stat installationwas so easythat the leastwe could do was test it. Copy: You're probably expectingour typical salespitch. In one day the Magic Stat is programmedfor the whole week and for the weeks to come." you might think. But wait.

room is onceagainwarm. But what if one morning it's bitter cold outside and the next morning it's much warmer? This means that setting your furnace to go on at the sametime may, on one morning, leave you cold and on the next morning causeyou to wasteenergyby warming up your housetoo soon. By golly, the Magic Stat has everybody beat on this one too. and computesthe drop in temperThroughout the night it senses ature and the time it will take to get your room to your exact wake-up temperature.So if you want to wake up at 7 AM to 70 degrees-that's the temperatureyou'll wake up to every time. has this feaBecause a patentedconcept,no other thermostat it's ture. But wait. There is also a patenton the settingfeature. TO SIMPTE SET To set the thermostat,you pressjust one button. A small LED light scansthe temperaturescale until you reach your desired temperatureand then you releasethe button.You changethe temperature naturally, throughout the day, up to six times. The unit respondsand remembersthat exact living pattern.The present is temperature displayedby a glowing red LED on the scale. The system also computesthe ideal length the furnace should stay on to keep the temperaturewithin a range of plus or minus A one and one-half degrees. battery backup lets you keep your program in its memory so power outagesas long as eight stored hours won't let your unit forget. And if somethinghappensand your power is out for a few days, the unit will automatically when the power is restored. maintain 68 degrees Quite frankly, we were so impressedwith the unit, its easeof features,we installationand settingplus its many energy-saving advertisingit until we realizedthat our cusseriouslyconsidered tomers would probably not want to trust their future comfort to a product called Magic Stat. What if somethingwent wrong with was this Magic Stat outfit? Remember, the unit? How substantial a thermostatis somethingyou live with as long as you live in After all, your comto your home,and they're supposed last ages. fort dependson it. Well, we did our homework. We found the company to be a sound, well-financed organtzation.They have been in business for severalyears, and they back their products with a three-year limited warranty.In addition,the companyhas a policy of buying back your unit in one year if you haven't savedits full cost in energy savings.We were satisfiedwith the company,the people, the the product,its incrediblefeatures, company'scommitmentto the product and aboveall, the energysavings. now with the Magic Statthat we're going to We are so impressed make buying one irresistible.Buy one from us for only $79.

))1

Install it yourself in a few minutes or hire a handymanto install it. or order the new deluxe unit for $99 with the exact samefeatures as the regularmodel, but with a beautiful new case. Then edoy the savingsthis next winter.Not only will you saveup to 30%o your heating bills, but you're eligible for the 75vo on energytax credit. Then if you're not absolutelyin love with this product one year later, return it to JS&A. you'll get all your money back and you can reinstallyour old thermostat. REATIZE SAVINGS But we're counting on a few things. First, you will realizean energy savings and a comfort that will far surpasswhat you are currently experiencing. Secondly,you probably will sleepbetter breathing cooler air yet wake up to just the right temperature. Beauty is only skin deep and a name doesn't really mean that much. But we sure wish those guys at Magic Stat would have named their unit something more impressive.Maybe something like Twinkle Temp. To order, credit card holders call toll free and ask for product by number below or send check plus $+ delivery for each unit ordered. MagicStat(0040C). ....$79 DeluxeMagic Stat (0041C). . . . 99 The ad drew your attention and brought you into the copy

with the way I knocked the product. Your question might have been,"what's the gimmick? why is he knocking the product?" You startedto read the ad. And then you discoveredthe one feature that we liked, which happened to be installation-the most difficult obstaclewe had to overcomein selling this product. From then on selling the Magic Stat was all downhill. once we had the productinstalled,we could then discoverits greatfeatures,raise and resolve the remaining objections(the name and the appearance) and then sell all the product's benefits. And indeedwe did for more than threevears.

228

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At fSAA we had three corpor ate aircraft. Like having a lot of cars, you can only fly one airplane at a time. So I decided to get rid of the plane I used the least-my Aerostar. I paid close to $240,000 for it and everybody told me that it was now worth only Pet Plane $190.000at best.I couldn't believethis fine aircraft had dropped so much in value, so I decided to take out a single ad in theAOPA Pilot-one of the private pilot magazines-and find out if I "-ir.;;:;l;'"1;: ;# l;;l:r' ,;;;..;1J;;'$';;ji:'*;1''r. could get my askingprice. T-"r$'in"lr"!:;.,,.',lll*l*l+S$:i#,1,***liltt+if;lf iii{i**ifii *;ilii.jl;tr .;f;*,;l i*;',, .,'-""' ". * " il1lil, "J.,i::":":".111,",:*,1. . .,,." ".,.,. .h,."il :,,i:_: r,i:,tJ1T i The basic format of the ad was a story about 'r"f"{;T#li,{{ii,rfr:$n{,i ..i""T'rx"'r"'r*'ti":s"#:."iitrlir liTiAli',r-.'":,i";##.ii my lack of use of the airplane and my concern 'j..:,;11,.i;:.:"'il ,:ir"i^'li'i,r:tY;i'l;:,f:ilr ",*11.".::.'ll":t,1.:,;.;ll1;;l;i,.t.'i, xi::1..::]fl:,;.ii,tj" for our mechanic/pilotDave. And I use the story ;#jv;i t*' l: i :':.r; :li #:*ltli,+-t'r.*l ;;i JS i iPt i;',; *ril;?t'#I', .,'1";;i?iff to weave in all the good features of the plane. *tnr*l.tl*Yii:lx*i[[ **;,;i;:nir^*l;r:rij,;* Then, at the end, to add a little humor, I offered
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They said I'd never get my asking price, but it only took one customer.

to give away a small steer to anybody who buys the plane. I finished the ad with a classic ending. In this ad the humor worked. My Aerostar sold quickly for $240,000-I got back exactly what I paid for it minus the cost of the ad, around $5,000. It was well worth the effort. Humor can work if it is done in a friendly sort of way. In essence I was poking fun at myself, but the serious message of the ad didn't get overlooked. And, remember, I only needed to sell one to break even. Headline: Pet Plane has Subheadline: This advertisement not been paid for by Piper nor do I own any Piper stock. JS&A Group, Inc. President, Byline: By JosephSugarman, Copy: I am a proud owner of a I9l8 Aerostar 601P and have decidedto sell it despiteseriousreservations. I bought Z96PAin April of 1978.It was one of the last onesproducedby Ted Smith before Piper bought the company.I also hired a full-time mechanic, Dave, who did nothing but keep the ship gleamingand in perfect flying condition.

229

Instead of flying the Aerostar, Dave and I ended up flying the other corporateplanes-our Grumman Tiger and our Beechcraft Bonanza-while the Aerostarwas hangared, polishedand lookins pretty. In two full years,Dave and I have only put 350 hours on our pet plane-a lot lesstime than can justify owning this fine ship. DAVE A FARMER IS Dave is also a farmer. In his early years he plowed the fields and milked cows at his parents' farm in Illinois. Dave has always loved the farm-almost as much as Dave loves flying. In July of this year,Dave and I were talking. we weren't using the Aerostar enough to justify keeping it, yet Dave, a loyal, hardworking and excellentmechanic,would not have enoughto keep him busy to continueworking for JS&A if we sold it and he only had the other two planesto work on. I personally love flying too. I am an instrument-rated commercial pilot with a multi-enginerating. Unlike Dave, I was born in the big city. I didn't know what it was like to raise crops or work on a farm. DAVE GETS THEWORD I sat Dave down and told him that I was planning to sell z96pA and I askedhim if he wouldn't mind going back to the farm. My idea was simply to buy a farm with the proceedsfrom the sale of the Aerostar,put in a landing strip and a small hangar,and Dave and his family could raise crops while he wasn't working on the other two planes. Dave loved the idea, so I decidedto part with our Aerostar and offer it for sale in this advertisement. 296PA is a fully pressurizedlight twin that gets an amazing28 gallons per hour at a realistic cruise speedof 200 knots. It was aerodynamically designed takejet engines, its designersetto but tled for two 290 HP Lycoming engineswhich provide greatspeed and fuel efficiencv. " ADVANCED AVIONICS The avionicson the airplaneremind me of many of the fine products our company sells. The fully computerizedBendix 2000 system includes radar,R-Nav, DME, a radar altimeter plus all the goodieswe could possiblyput on the beautifulpanel.There's an auxiliary hydraulic pump, surfacede-ice plus a flight phone. The plane had to be fully equipped-after all, my reputation demanded it. A comparably equipped 1980 Aerostar currently sells for over $350,000and doesn't look nearly as pretty.

230

Our Aerostar was a Ted Smith original-built by dedicated craftsmen who took greatpride in their work. But with any new plane, there are always small bugs that surface. The JS&A that we doubt you'll seeone soon.Dave Aerostaris so debugged cleaning spentan enormousamountof time tightening,greasing, and examiningevery systemin the plane.In additionto 100hour In Dave conducted50 hour inspections. addition to inspections, yearly inspections, Dave conducted semi-annual inspections. And if I mentioned I heard a strange creak on the plane, Dave would be there for days decreakingthe plane. In short, 296PA is a beautiful, fully-equipped airplane that has been hangaredand well taken care of for its short two-year life. And it's for sale. JS&A is offering our 601P for only $240,000complete(salestax has alreadybeenpaid on the plane) plus no postageor handling. It's a genuinebargainthat really has to be seento be appreciated. Dave hangars the plane at the Waukegan airport, north of Chicago,and would be happy to affangea showing.Simply call our toll-free number below to set up an appointment. in If you're not interested our Aerostarbut would like one of our most recentcatalogs, call us on our toll-free numberor drop us a line too. JS&A is America's largest single sourceof space-age products and I'd be anxious to have fellow pilots as our customers. Dave has beenlooking at a lot of farms lately and is really excited about getting back into farming. And, of course,I'm anxiousto sell my Aerostar so I could own a farm and keep a loyal employee happy and productive. my Aerostar from this ad, I'll also And if somebodypurchases in, free of charge, a steer from our new farm. After all, as throw will tell you, it's hard to sell a plane withany airplanesalesman little bull. Call early and seemy Aerostar,today. out a As I mentioned, the plane sold very quickly. And for the asking price. It was only later, after a call from the FBI, that I discovered the plane was used for running drugs from South America and had been confiscated.

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When I drove up to the home." say is.I had Aft"r my success a chance to really push the mail order envelope. 233 d . Weaccepted Visa.I was invited by one of the top real estatedevelopersin the country to attend a patty at his home in Malibu. Rolls Royceswere lined up everywhereand the noise and music from the housemade it clear that somethingspecialwas going on. But I didn't sell enoughvideosand the ad was a loss. And even JapaneseYen. If the housedidn't sell. The marketing strategy was to offer the house or a video. as the housedid not sell either. It all startedwith an invitation. The jet was waiting for me at O'Hare Airport in Chicago and his chauffeur-drivenlimousine met me at Los Angeles for the drive to Malibu. there was a party going on. courtanda breathtaking Byline: By JosephSugarman Copy: Have I got a deal. I didn't know why. Could I sell a $e million home? The exposuremight find one buyer-just as it did with my airplane-and all I needed was one buyer. MqsterCard and American Express. Headline:Mail OrderMansion to Caption:It lookedlike a setup me. It's Subheadline: only 6 million dollarsand with swimmingpool. maybeI would sell enough videos to cover the space costs. So in l9B7 I createdthe ad as a complete story almost all the way to the end. you'll love the story. All the developerwould "Justcome.3l GhaptenMail Order Mansion with the airplane. tennis comescomplete view. California."This took me around and introduced me to some of their guests. GUESTS FAMOUS VERY they After I enteredand was introduced to the host and his wife. And even if you don't buy this home. It was classall the way.

that famous mail order copy writer who writes all thoseinterestingmail order ads. This property is very special. The home took complete advantage the view. But later I found that the home had the best acousticsever designed into a personal residencewith a sound system that rivaled a recordingstudio. someof them were my customers." I met a famous movie star. you're one of the nation's top copywriters. Was this the site of the most publicized wedding in show business where sevenhelicopters hovered abovetaking pictures?I found out later that it was. I had a chanceto look aroundthe house. a swimming pool. the reasonwe've invited you here is that we want you to write an advertisementto sell our house. There was a sunken tennis court." replied the developer. "Joe. no supportingbeams. when you look from the cliff you see Los Angelesas if it were rising out of the ocean." Now I'll admit. I recognizedeverybody and a few evenknew who I was. a few famous baseball players and two famous California politicians.is Joe Sugarman. and since this house is an award-winning world-class residence.First. The developerand his wife set me up in one of the five bedrooms and after the guests had left invited me into the living room.It was urlf I were on a cruise ship at seaand I could look over the pacific and back at the city.The ceilings were 25 feet high and the interior decor was so tastefullydone that I could easily-understand why it won all sorts of awards._ was on top of a 90 foot bluff overlooking a it sandy beach and the Pacific ocean.But why was I heie? why were all my expenses paid for? Then I found out. whirlpool bath and solid stateelectroniclighting systemthat was controlled flom any place in the house. How could I possibly sell a housethis expensive?'.And what a personalresidence. Then I recognized the cliff. But why was I there?I still didn't know.It's on a peninsulathat sticks out of the iurved part that faces Los Angeles.it was night un-d t could seethe entire shorelineof Los Angeles.And the sliding glass doors completely opened so you had an unobstructedview of the ocean-no partitions."But I'm a mail order copywriter. I was flattered."By its value. a soap opera TV star.Now I've seenbeautiful homesin my life but this one had to be the most impressiveI've ever seen. In fact. VERY SPECIAT "Easy. The sound that filled the house with music first appearedto be live.And beiausewe are .a nationally famous sportsbroadcaster. Secondly. wanteda world-class we copywriter to do it justice. practically every of room faced the ocean.

sell your home. tiable hard currency. Please call me at (3l2) 564-7000 and arrange for a personal showing. walk on the beautiful beaches. Enjoy the specthe spaexperience tacular view.I cannotsell anyI refusedand it was my final refusal.If you truly are one of thoserare people home on the best location in America. I refuse to write anything except under my own But the companyname. we didn't sell enough videos to break even either. in searchof a spectacular call me personallyat no obligation. living. But that was part of the risk I was willing to take.And then there'sthe credit card issue. card buyerscall our toll-free number .Then I urge you to buy it.it's sold. The propertyitself is so valuablethat all our next door neighborpaid closeto 9 million dollarsfor his one bedroomhouse. Visa or American Express. the house did not sell. The developerand his wife are thrilled that I am selling their home.on a point. "Joe.We make courteous it easy for them to purchasewith either Master Card. We acceptVisa. There'sa lot of foreign money out there. thing without a 30 day return privilege. as a matter of fact. "I'm soffy. And. This houseis an investment. Yen or any negoAmerican dollars..pleaseorder a video refer to productnumber7077Y8.But than the real estatebusiness don't you compromise." sites REFUSAT FINAT .(Please below or credit $20 plus $3 postageand handling to the address below. PS: If you don't have time for the showing." Well. After you buy the home.000. after 30 days. we do not get the harsh winds off the oceanbut rather gentlebreezes year long.And I'm not in the real estatebusiness. but there'sno way I can I was startingto feel uneasy.) Send tapeof the home.today.. you really can be. If." "I'm soffy. live in it for 30 days.And all it takes is that specialperson world-classhome on one of the best looking for a celebrity-status in America and presto. We did get a lot of 235 . you aren't completely satisfied. cious return the home to the original owner for a prompt and courteous refund. Master Card. My customersall have the opportunity to return anything we sell them for a prompt and refund. the rest is history. I am indeedoffering the housefor sale. $6.000 MalibuMansion As I mentioned." developerpersisted.Japanese American Express. They rcaltze that the mail order businessis a lot different and are willing to compromise.

236 . I didn't acceptthe opportunityas one qazy real estatead was enoughfor me. I also got a call from the Disney estateaskingme if I would sell Walt Disney's old home in the same fashion I offered the Mail order Mansion.publicity from the ad including an invitation to appear on the David Lettermanshow.which I declined.

I actually traveled to Hungary. we still had the Berlin Wall and the Soviet Union with all the associated paranoia. however. paragraphof the ad that I actually offer Keep in mind that when this was written in 1983. new computer Hunnot Caption L: Warnyour neighbors to buy this dangerous weapon. did all the photography in Budapest and even met with ProfessorErno Rubik. The environmentcreatedin the ad for the product is both a "What's the gimmick here if they aren't selling story and a tease. Exclusive weapon. Hungarian Conspiracy appeared only in our catalog and was moderately successful.It was. Consumers were urged not to buy the product through a tongue-in-cheekexplanation of why purchasIt ing one could causeanothermajor recession.And you don't get the answer until the very last paragraph. the inventor of Rubik's Cube-a three-dimensionalpuzzle in the shape of a cube that was a fad in the early 1980s.From this last group I have selectedone that I felt struck out in a very unique direction and had an interesting story. What was unique in this ad was the message. So*" of my ads were never even published. out cial photosmuggled sionwasbad?" 237 .I still did well.32 Gha[ter Hungarian Conspiracy After completely insulting my prospects. is only in the last the product for sale. the product?" is one of the questionsyou might ask yourself as you slowly slip through the copy.one of my favorites.What do you think of the ad copy? Conspiracy Headline:Hungarian on assault America with Subheadline:Hungaryplans massive reportfrom Budapest. Others were not that successfuland some appearedonly in our catalog. garian secret holdingtheXL-Z5in this speKovacs caught Caption 2: Thomas "You think the last recesof Budapest.

profits plungedind.via Hong Kong. in whole or in part. Hungarianswill be shipping to the united States. a game with the code name . 238 . you think this If theory is farfetched. JS&A contendsthat millions of American.r. proud of the huge success the Rubik.onrumer spendingfell to new lows. . of Hungary always had creative people.s of cube. but our theory is quite simple. The exact reasonsfor the recessionare varied. pleaseread on. Shortly after the cube was introduced. BUDAPEST (Js&A)-Reporrers have smuggled intelligence reports out of Hungary on a conspiracy that may have far-reaching consequences all Americans. In 1980 when Erno Rubik. they could cause a massive depression-one that would permanentlyweakenAmerica thus making us easytargetsfor a communisttakeover. They were responsible such things as glassfiber for optics.. for In the coming year.America enteredinto a major recession. but help Hun gary develop their game iridustry for specificcommunistpurposes. of the following material is strictly forbidden without the express written permissionof JS&A. but their potential *ai n"ue. the Budapestuniversity professol unleashed now famousRubik's Cube. But MASSIVE CONSPIRACY The game is part of a massiveconspiracy to weaken the united States by destroying our productive work force and eventually putting the entire free world into a major depression. factories startedlaying off peopl" uv the thousandsand the economytook a big nosedive. Here's what we've discovered.XL_25. Productivitydropped. All rights reserved. were now inspired. or any of the other big electionic game manufacturers.u busy twisting that small cube that they were not paying attention to their jobs.the united Stites econthe omy was growing at a nice clip.the micro floppy disk and the science hotograiphy. dbn't buy it. really unleashed until Rubik.whatever you do.The Russians reasonedthat if the Hungarianscould invent gamesand then flood the American market with them. The game at first may look innocuous-a typical electronic game that could come from Mattel. It was obvious to Russianintelligencesourcesthat the causeof the American recession was the Rubik's Cube. THANK YOU Hungarianseverywhere. beware.Hungariansare quite a creativebunch to start with..copy: Note: Reproductionor any reprints. our grossnational product dropped. The Hungarian government wanted to not only encouragethis pent-up creativity. *..

Each time you press a button. The object of the puzzle is to get all the lights under the buttons to light up. the company developedthe XL-25 through the efforts of three game designersshown to the left. carefully assembled 239 . We susdealer. YOUCAN HEIP So there's the story. 33. Quite frankly. lights light up under five of the buttons. The unit counts the number of button entries and you can ask the XL-25 what your scoreis and still return to your game. Once you try the XL-25. whose circuit was designedby a good ol'American compan/. A group in Hong Kong became with it that they built the gamewith the quality you'd so obsessed expect from a Mattel or Atari game. Each squareis actually a button with a built-in light-emitting diode. If they're off. a physicist and a real genius. He's bright. The XL-25 is an electronic game with five rows of five squaresor 25 squaresin all. If you're a little confused. the four buttons immediately surrounding the button you push changestate. they'll go on. they go off.He graduatedfrom the University of Budapestwith a doctorate degreein elementaryparticle physics. The man to the left is Ferenc Szatmari.At least that's what our investigators pect auto parts is only a front. When you start. You're in good company. Hungarianconspiracy. The beardedcommunistshownin the picture is Laszlo Mero.A new private company was set up last year for the sole purpose of developing computer gamesfor the American market.Just rememberthat the object of the gameis to get all the buttonsto light up with the least number of keystrokes. But there's a catch. a winner of the 1968 International Mathematical Student Olympiad held in Moscow. A communist game.it doesn't matter anyway. and here's where the frustration comesin. DEATER AUTOPARTS The man in the middle is Thomas Kovacs.a Hungarian auto parts turned up.If they're lit. we were so hooked that we bought thousandsand even dispatched a reporter to Budapest where we made our shockingintelligencediscovery. Funded by banks and run by successfulBudapestbusinesstypes. The incredible gamethey inventedand the one we must stop from being sold in this country is quite fascinating. you'll be immediately sucked into the But don't worry. intelligentand one of the top puzzle and game designersin Hungary. Texas Instruments was so impressed with its design that they developedthe integratedcircuit.

whateveryou do. Tell them about the real causeof our last recession. don't play with it. communistplot and the Hungarianconspiracy. the And then make sure you give them the ultimate warning.by one of our best friends in the Far East-all part of a massive conspiracy prepare to Americansfor a major communisttakeover.immediatelytake it to all your neighborsand urge them not to buy one. PreventotherAmericansfrom falling into this scam." xL-zs (304sc 4. when you receive it. 'Anybody who buys this thing is a real idiot. Even if I did call anybodv who boughtone an idiot.00) $2e This was a really good example of pushing the envelope. Instead. 240 I L i . The ad copy was strongenoughto get my prospects readall the to copy and hopefully the curiosity was strong enough to cause them to purchasethe product.order a unit from JS&A.

. . It was one of the first ads that provided a real educational about the dangersof UV rays on the message eyes. t j r ^ .nr. J l ? | L U n ' l ] r i . I also useda tremendous This single ad started an entire businessthat eventually creqted a brand name. ..t BlilJh{r!. lt."r.. .t.]'i'anr.a'a. q l : t | ' | I a ' ' r .^' ... il[?.tr ' ... .'r .rl'lndi:niltFrtr. i "ri '6'l '. . i . Lr. l.. Thus...-.' /.sard. q . i r a " 1 1 t n 1aLn. .-J1 Ii.:ii.::s/r::1t$rinr:iliJrtri.. .iGro.r.ln.. r ' [ . .' I n _ " i ail rr m{r13r'lLri.. k'.i :l . u. th{ri}aPl-.. . r ' . /r1. you won't ible.)nbrdidr3hit[id i.t i d i l a i t ' . lihllid'r. Tn" Vision Breakthrough advertisement was among the most successfulin my company's history. ! nr''1tr. t r r l .'r'n... . t h r : 1 .LJ .. . r . n \ t h lr4k..r'*iiaitrfkrr..i ..xd.. .rt I l ' t t r : L . doseof curiosity. .ar. . so it merits a closelook. . 1 .. 1. r ' ... .!. Td /.'ii. i L ."t. : " .1trulhx. .j. ' J ' ' . 1 ' .!l'1iL(" l r!' r!.{r.. The BluBlocker advertising campaign was a major success that started with this print ad in 1986 and continued on television for several years.n {r1 .. .(u niJ[ril ixtt l[ri1 la![i.'rv'.1.utiir.L. r| -. ' i l ' . you will be well rewarded.r i l : .!t..:iiil$i. . urlshl.' :r l r r l r i i .. .l:r .il} rl{tr' "t il L d. Len is a friend of mine who knows good products..jffilil. : .rtr':.. i n .iifk'r nnrl. .1 sr"' . n r t .ur 'n.. One day he "It's so incredhe calledexcitedabouta pair of sunglasses owned..t. llr !r. 1 ..1Falj{:r. ' \ ' ' ' ' q .{iarrljafr!'r ':t!(tn. r .If you don't believe me. .rrd. :..r !-trLr-h[.:..irr-l'J'. lfrn .. r .rned.\ll.. ! 1 : i i ' r | i | ^ r ' d ' ' ' | . . :! \it rd !o! itnt ]lutr ^Jiarrr i]L!L\... r Lr!' l"ilr1l $!JlbrJ NLI{...( t n J i t .i iD'i!. .. i ."df.rL./' r'(if. t . . lr. l!.\ainr .L.d tir.!Sjr:jrlrLLr. .. I preit as a vision breakthroughthat protects sented you from the harmful rays of the sun. r]r"!Drr br r rDhrr DtpREisricColoa u. Let me explain.til.iLlls'!? 'jp FLsr {L1r&iil lai.1.. 6 : i l ! l l i l ] ' i E " ' i l 1 4 l | ! ' | i l H l ! | | F l | n ' -\fhil$.. r.F. i l .. .mLr.r. l ' i ' .-.i rrL. . r " l .r.'.r ' ' ' ' | ' ' ' t s l ' I ' ' ' l . l&. ' .li- :i (l:]ll.'nril. JSSA . l_r.ria!rut. J i L r ' ' + 1 . . Headline: Vision Breakthrough Subheadline: When I put on the pair of glasseswhat I saw I could not believe.1 ... Today BluRlocker is a recogntzed brand name that is sold in retail stores throughout the country.".Before this ad ran. . : n r j. . j ' { l L .[.limii4! . .pra. believeit. : . i 4 i ' .iirk..\ I n' i0Il irt.il.. .: r. ' u n " _ : . : 1 .". x . If you believe me.! 'u...iHx.. . Usjni.nr". . . In this ad I did not want to present the so product as anotherpair of sunglasses. n e r ' .tr^.x N calltolttrlE0oo22B-5ooo . .-i.'. : * 7 . : r ' .tur. " r . r'.1 ' ' -' !'L' ..ili: r ir:r.. l ..rj.Jr... t i { . ...-.'d.' '' . r. { r[$Minda/ rr. .l rYc rdl'\ t( :t'Ld'ilLGL i11Lred { rl. Byline: By JosephSugarman Copy: I am about to tell you a true story.i ll^. .r.. . you must buy them to satisfy your curiosity. " r ' r ' 1 . rt di4.. ^ r . . .Nor will you. ' .hllnC(r..l ' | ' l { ." he said.33 GhagenVision Breakthrough Jt.( l [l l.." 241 .ylrdhljrhtvar'. r i .(.!irdr1l..( .. a . I did it in a simple yet powerful way. . ...:r. I will make it worth your while to changeyour mind. . r u . The approachI usedwas to tell the story of how I discoveredthe glassesand all the facts I learnedabout them as well as the sun's light..L|.lLllltruart r'r.rrrlrhirr{ljrld...jrr. : . t : i t .!l!r t. r l r r ' . ) 1 J ' r ' .trrUB rirnrLrni \4l D'D. .r1iN...NL. .ir-. ' | J r D ' | 9 J l h ] n L $ h r ' ' n ] t ' 6 r / . r \ t r ' ' t 1.irh'rUrtiltrllrJ(inr(.iir. LJ{ril..L'+ "qil d4{i' Joi'tJ.!..jltir. tr'.J.'rir\ i!'1 l1rrD13lrl c ! I ! ' n 1 U"".:i.' \ ' : h 1 ' ' . there was really nothing in the popular pressaboutUV ray damage..' ' l ' ..r 1 ' a ' .'l. i. . .rr L'f ... Caption: They look like sunglasses.r'r 'r'. . +rr:!i..rl"..rrrsr]rrril. .dr(irrt.:tsnn.r.gi llrt *'l#TT::::l. ..i ns[ frr .1hr hnLu' . "when you first look through a pair.j ".rrtrfln:..!r.' ' a ." 'hrrv. "' ^.rllilaol.iiii{. J r'" . .. ."?.". fi r. rllrrnnrtulr.. l .'I).4 n[' 1.T . L ..'..y!c. You can't experience the pair unless you personally try them on.].. i ' .Ddl{ r}i! . l .brdr.'.ityLr:lml J.e. r .trr'ri ^irL." ! r'fttrcn'rroli!hfa{rrrnin rrJor "..

So when we put on sunglasses. in As a result. The sunglasses (called BluBlockers) filter out the ultraviolet and blue spectrumlight wavesfrom the sun. is harmful to have It ultravioletrays fall on our eyes. lightweight frame is one of the most comfortableI have ever worn and will comfortably contour to any size face. and They didn't compare. The black. Everythingappeared sharper.more defined and indeed had a greaterthree dimensional look to it. objects appearto be sharperand clearer. "When you put on these glasses.Everything takes on an enhanced3-D effect.No shortcuts were taken.Recognizedas bad for skin. DON'TBECONFUSED I'm often asked by people who read this.I just want you to seefor yourself. The secondreasonis evenmore impressive. But my vision improved.I was very impressed. objects appearsharper. BluBlocker sunglasses MaleniumrMlenseswith a hard antiuse scratchcoating. SUNGTASS DANGER But what really surprised was the dangerin conventional me sunglasses.our pupils openwider and we allow more of the harmful blue and ultravioletlight into our eves. uv light is worse for eyes and is believedto play a role in many of today'seye diseases. By blocking the blue from the sunlightthrougha specialfiltration processand only letting those rays through that indeed focus clearly on the retina. our pupils close in bright light to limit the light enrering the eye and open wider at night like the lens of an automaticcamera." COUTDN'T BELIEVE EYES When I receivedthe sunglasses put them on I couldn't believe and my eyes."What could be so incredible?" Len continued. Blue rays have one of the shortestwavelengths the visible spectrum(red is the longest). although we reduce the amountof light that entersour eyes.will I see?"I asked. I guarantee each pair of BtuBlockers to perform exactly as I described. "Do those BluBlockers really work?" They really do and please give me the opportunity to prove it.It was obvious. "What 242 . But what did this product do that made my vision so much better?I found out.your vision improves.I kept taking them off and putting them on to seeif what I was seeingwas indeedactuallysharper if my imaginationwas or playing tricks on me.I kept putting on my $100 pair of sunglasses comparingthem.more defined. And it's not my imagination. It compareswith many of the $200 pairs you can buy from France or Italy.the color blue will focus slightly in front of the retina which is the "focusing screen"in our eye.

All models include a paddedcarrying caseand a one-yearlimited warranty. it launched the BluBlocker brand name and created a new business which continues to this day. it. Credit card holders call toll free and order by product number below or senda check plus $3 for postageand handling.See how much clearer and sharper objects appear with the BluBlocker pair. If you don't seea dramatic difference in your vision-one so noticeable that you can tell immediately-then send them back anytime within 30 days and I will send you a prompt and courteousrefund. (1020CD) . Then take your old sunglassesand compare them to the BluBlocker sunglasses. C l i p . . there will be no way you'll want to return Our eyes are very important to us. But from what I've personallywitnessed. It is a perfect example of the power of the pen-the same power you will have upon completion of this book and with enough practice. $59. . And see if your night vision doesn't improve as a direct result.95 .59.O n M o d e l ( 1 0 2 8 C D ). The main feature of this ad is the storytelling approach which wove an educational message-the first of its kind. 243 - . In addition. Protect them and at the same time improve your vision with the most incredible breakthrough sincethey were first introduced. I urge you to order a pat and experienceyour improved vision.Order aparr or two in sunglasses at no obligation. .today. DIFFERENCE DRAMATIC once you wear a part. It brought the awareness of the dangers of sunlight to the attention of the public who were unaware of these dangers.There is a clip-on pair that weighs less than one ounce and fits over prescriptionlenses. .95 BluBlockerSunglasses .

n"?_lns rhtougrt Odet lrr. price of gold skyrocketed. But. Bob Ross. them something they could buy for their wives or loved ones? 245 . I also receiveda lot of mail congratulating me on the incredible piece of copy that I had written. proved to be quite a successful ad too-but probably due to the serendipity of our timing.:.the grew ITkecrazy and we sold out. I'm human and I learned. i'c<lJ.r Tnir was the ad that createda lot of controversy when it appeared in our catalog in 1918.r $jH!d'. prices for gold were pretty low.r EF. Headline: Gold SpaceChains Subheadline: Dress her in style for that next trip through outer gold chains.' si. We not offer gold chainsto your customers?" rejectedthe idea.:<? tnr{ ) ]q". 'we' in the ad copy. we had just passedour deadline.It is a good exampleof the insensitivity to women's issuesthat I had at the time.rrcl[D 4'\ir'r'l L{: {'1. Another interesting factor was the timing of this ad. Right after the the ad appeared.it was too late.'"'.1 ]'. Why not give But Bob persisted.J s thains. spacewith America's first space-age good friend.ar !' j. Bob approached with a suggestion. d0GGEardtr {F4(U1rr.And besides. So it response This controversial ad was a complete departurefrom our normal offerings.ii rlh$ -l:r di: .is one of America'stop wholeCopy: Our salejewelry representatives. It would Notice the use of the editorial 'I' instead. "Why us A few months ago.st space-age spa(c golt1 witt! A?)cili. When we placed it in our catalog.tli4 tir':t!it il I I Jriir il:i I r lrr. So for its controversialresponseand for the sakeof presentingsome interestingand entertainingcopy.4 lhtd rr1[ x.A number of women complainedvehemently. Also have been more personal had I used the word place in the ad that might offend a woman see if there is one currently employed in a primarily male job category.34 ChaptenGold SpaceChains d Gol Sq?99*p. "Most of your readersare men. for our catalog must only contain products that relate to space-age technology. I haveincluded it here. hey.':r'.

just wouldn't give up.After all.'why don't you call the gold chains jewelry for the lady you want to take on that trip through ou6r space? After all.gold is a valuable metal found on many of the planetsin outer space. He 'Space chains'-space-age ."Let me show you one thing beforeI leave. giving it a space-age theme really -uk"." "That would be deceiving. Then Bob tried to appealto our senseof profit. You'll sell a ton because they have the money to spend. you offer them all sorts of neat things to buy for themselves.Although we have a goro mlle readershig. politicians. Bob. good salesman persistent.000 a year. all A is and Bob certainlypersisted.we felt that our stiict adherence the principles of space-age to product selectionprecluded our making any variationin our philosophy.And true. To think that we could use a flimsy theme like that to tie such an unrelatedproduct to space-age technology was almost an insult. Offer them gold chains at very low prices. and evenmovie stars. At this point." Bob then^took a photographfrom his wallet and showedit to us. you^'r"u nice guy and we've known you for years. Bob had worn out his welcome. and I'm sure she would be happy tb model the jewelry for you in your advertisement.but you'll haveio leave now. True. and besides.'.My cousin Joy is very pretty."we told Bob.your customers are wealthy and smart.o*. 'Actually jewelry isn't a bad idea for our catalos. w6 said. doctors. . nevergivesup until he has He exhausted arguments." Again we had to disappoint Bob. "JS&A has an importantreputationto maintain. But then we gave the whole matter some very seriousthought.and although we felt that oul customersmight indeed want to buy jewelry from our catalog." SUGGESTION REJECT.ED we could not acceptBob's argument.But we could not justify the violation of our principles and take advantage of an opportunity just "Sorry^Eob. newscasters. there'snothing for the lady. space-age 246 . our customers earn an averageof $50. of the nation's leading businessmen.anb they have the brains to recognizegood value. higher than practically any other buying group in the country.We were surprised to discoverthat he would stoop so low as to use one of hii relatives as a meansof getting his productsdisplayedin our catalog. It was at this point that we thought seriouslyof asking Bob to leave.. HEDOESN'T GIVEUP Bob is quite a successful salesman. it tie nicely into your catalog. our customersinclude ."Bob." ENTER BOB'S COUSIN But Bob pleaded.but other than a good watch." because our customersare aboveaverage.

wouldn't havea chance. Of coursewe would keep our prices low to provide some real bargains. can she be at our photographer day so we can make our extendeddeadline?" "Sure.l In the above ad.000 salary was very high.what a combination! Bob's a funny guy. Bob. 247 . After all. lPrices were then listedfor dffirent styleson the orderform.000 a year. The premise of the ad was to introduce a product that had nothing to do with our product line and could not be justified as an offering in our catalog-unless we created a very strong reason for including it.and I'm sure our customers would appreciatethe convenienceof being able to buy Tuessuch a valuablegift. We did keep our prices considerablyless than any jewelry store or catalogdiscountshowroom. our Actually.and we'll have those too.After all. if you have a chance. Joy. keen ability products. He selected chainsand his cousin is shown above.you might compare.14 caratgold makes a nice gift for any lady and with our space-age theme. on average. if it weren't for our open-mindedness.Or comparethem after you receivethe chains. the ad did quite well but it was primarily because of the dramatic increase in the price of gold right after our catalog was published." photographed the Bob left quickly. who agreed to model the jewelry for us. In 1978 when this ad was written.and to recognizeoutstandingnew space-age-oriented Bob our compelling desireto satisfythe needsof our customers. a $50.Gold SpaceChains might go very well. "But what about the selection?" "Who cares about the selection?Why don't you just pick the most popular stylesin variousprice ranges. He probably thinks he's quite a salesman. As I mentioned. The strong reason was Bob's beautiful cousin. Did you find the offending passages?What could I have said that would have made it less offensive without changing the basic premise of the ad? And what was the premise of the ad? Let me answer this last question." said Bob. I mentioned that our customers earn. $50. the only items we have for women are watches. we were human and Joy was a beautiful girl.In fact.

save our environmentand maybe.r conceDt rcts I f IY I lrl. Inflation is stealing our purchasingpower.iiiii.*r* *o. are shrinking in value. Consumersare being robbed. Once you startedto read. It was also a good example of relating in a human way without being humorous. So we developedour new conceptaroundvalue.r r"ti*cirlsr'' Tnir ad was one of the best examplesof the slippery slide theory. It's called "stealing. expressions and method of delivery. triesto strikeback. In the JS&A adsI products. you couldn't put it down. It remains one of my personal favorites. Onceyou started reading this ad. Our idea was to stealfrom the rich companiesand give to the poor consumer. In the was the expert in space-age Hero ad I was a consumeradvocate Consumers speaking the language of the consumer. Our dollars consumeris plundered. 249 . subheadlineand the bold ble-to-trace Guarantee."you would be compelled to read the first sentence.First.you wouldn't be able to stop until you reached the end of the copy.He fights price increases."That's right. look at the facts.if we're lucky.he forms consumer So the poor consumer groups.ii. Headline: HOT Subheadline: A new consumerconceptlets you buy stolenmerchandiseif you're willing to take a risk. He looks for value. Copy: We developedan exciting new consumermarketing concept.'. make a buck.It was a highly effectivepieceof advertising copy that I wrote in 1976. The poor average robbed and stepped on.He lobbies in Washington.um. If you just read the "Impossiheadline. This was one of my favorite ads in that it was not the typical JS&A ad. stealing! Now if that soundsbad. It showedthat I could write copy for two totally Each ad had its own set of diversebusinesses.35 ChaptenConsumers I larF I I I I -* .

Now. he can't recycle them as new units. And if this major retail chain sells 40.put a new label on it and prestoa $39. taking a small loss and getting rid of his defective merchandise. But who wants a clock radio that doesn't work at any price! ENTER CONSUMERS HERO we approachthe manufacturerand offer to stealthat $39. CONSUMERS PROTECTED ATREADY Consumersare protectedagainstever seeingtheseproducts again becauseeven if the manufacturerrepairs them.000 clock radios with a 5Vodefectiverate. would have to spendanother$5 in labor to fix and repackage and still would have to mark the unit as it.not new and if Uncle Henry had his way the label would also say that the product was "lousy" and "rotten. THEUNCTE HENRY PROBTEM Let's say that retailer sells the clock radio to your Uncle Henry.95 at a major retailer whose name we better not mention or we'll be sued.95 clock radio and it only costs us $3 plus maybe $7 to repairit. test it.000 "lousy rotten" clock radios. Uncle Henry brings it home. having beenpreviouslyused.A MODERN DAYROBINHOOD To explain our concept. Here comesthe good part. Like $ 10.So the manufacturer looks for somebodywilling to buy his bad product for a superfantasticprice.12 to make." It's hard enough selling a new clock radio. He's got to put a label on the product clearly statingthat it is repaired. Now think of it. check it and repair it.000 "lousy rotten" clock radios in its warehouse. that's 2. the defective one goes right back to the manufactureralong with all the other clock radios that didn't work.72 to make it. Then we life test it. Impossible-to-traceGuarantee We guarantee that our stolen products will look like brand new merchandise without any trace of previous brand identification or ownership. 250 . turns it on and it doesn't work. replaceanything that makesthe unit look used.let's take a typical clock radio retailing for $39. let alone one that is used. The manufacturer sells the unit to the retailer for $16. So Uncle Henry trudgesback to the storeto exchange "lousy rothis ten" clock radio for a new one that works ("lousy" and "rotten" are Uncle Henry's words). The manufacturer has already spent 59.So he would be better off selling it to us for $3.95 radio for $3 per unit. It costs the manufacturer$9. clean it up. ConsumersHero is now sitting with 2. We take that clock radio.

257).Illinois 60062. select. Instead of 90 days (the original warranty). And we make $10 clear profit. EASY JOIN TO To join our small membershipgroup. Items range from microwave ovens to TV sets to clock radios.A good examplewas our $39.and stereosets. return your purchasewithin two weeks after receipt for a prompt refund. So that's our concept. Each product has a considerably longer warranty than the original one and a two week money-backtrial period.We work hard and make a glorious profit. Three or money orderfor five dollars.we try to make it fair for everybody without disappointinga member and returning a check. we've organized a private memberconsumers and we sendbulship of quality and price-conscious letins to this membership about the products available in our program.a very small numberof memwe bersfor the mailing. 2) The better product costs one half the retail price.If you are not absolutelysatisfied. digital watches. To make our concept work.There are home appliances from toasters to electric can openers. But the poor consumeris glad we made our profit because: 1) We provide a betterproduct than the original version.Mail it to Consumers JS&A Plaza. Discounts generally range between 40 and 70 percent off the retail price.We take more care in bringing that clock radio to life than the original manufacturer took to make it.We recycle "lousy rotten" garbageinto super new products with five-year warranties. We put it through more tests. 3) We are nice people.And we did our bit for ecology by not wasting good raw materials. We get more out of that $10 heap of parts and labor than even the most quality-conscious manufacturer. we offer a five-year warranty. BUT THERE'S MORE Becausewe are so proud of the merchandise refurbish.In short. address and phonenumberon a slip of paperand enclosea check Hero. for any reason.We steal from the rich manufacturersand give to the poor consumer. 2sl I .Northbrook. NOWTHEBEST PART We offer that product to the consumerfor $20-the sameproduct that costsus $3 to stealand $7 to make work. Many items are in great abundance when we only have a few but of something. we we offer a longer warranty. simply write your name.at random.95TV set (we had 62 of them) or a $1 AM radio (we had 1. more fine tuning than any repair service could afford.

You'll receive a two-year membership. If the consumerever had a chanceto strike back. But act quickly. The point I wish to make is simply this: A good copywriter can write to fit any market. what if you neverbuy from us and your But two-year membershipexpires. one can rise to any copywriting challenge-through understanding the jargon of the customer and using the appropriate words that will resonate with that customer.Fine.regular bulletins on the productswe offer and somesurprises would rather not mention we in this advertisement. Send us just your membership card and we'll fully refund your five dollars plus sendyou intereston your money. with all this hot merchandise there's sure to be something for you. His or her ads can sound very upscale for one client and then very downscale for the next. )<) . Since the time I wrote the Consumers Hero ad I have written many different ads for many different companies. Join our group and start saving today. it's now. Simply by understanding and applying the principles.

As a result. But I was being forced to offer it for $485.rr bol} t.r r c ' 2s3 t .(. There was only one proviso in the closeout sale..30 Chapter Nautilus Spelling Sale vra'd tau hnd 'r th's t"ery r..k"r There were 25 misspelled words in this ad and somepretty bad grammar.I would offer the product at $500.Nobody would know the actual price I was selling it for. So in Juneof 1985. loaded with inventory.I ran the following ad. I was presentedwith a closeout product. So I createda novel strategy. it its full retail price. The product was going to cost only around $100. chanceswere slim to none that I could sell any at $485. I had fun writing it-purposely misspellingwords as well as using bad grammar. even more than the full retail price. I could then misspell 25 words and sell the machine for $250 without creatinga problem with my vendor. lmagine writing an ad with dozensof mtsspelledwords and bad grammar and running it in NAUTILUS The Wall Street Journal.rrfnlingbdlhdsrondi.td3 . did in what was one of my most unusualadvertr' tising approaches. decided to liquidate the entire load to one of the barter companiesin New York.!pri"C the is vorth 510 towads advetlisetnEil p x rch a se of th i s pa p o lat o x o tc i se pr o duc t rtr6{e1.rrrJ"rDi!9rru:.The manufacturerdid not want the product offered at a discountbecauseit would embarrass his retailerswho sold customersthis product at "If it had to be advertised. ::dhnrkln{ ab. as it dependedon the spellingskills of my readers.. And I could easily sell it for $250 and make a nice profit. Read the ad and see how Vou would have done in the Nautilus SpellingSale. If it died at retatl." was the directive from the barter companywho called me on the phone. the manufacturer. had to be at the full retail price. I would then allow readersof the ad to circle any misspelledwords and I would give them $10 off the retail price for each misspelled word they found. That's exactly what I SPETLINO SALE .--. f | . The Nautilus Lower Back machine had stopped selling at retail.--.tb.i.

we reservethe right to return your order and haveyou affested.you get the product for absolutelynothing.Headline: Nautilus Spelling Sale Subheadline: Every mispelledword you find in this advertisement is worth $10 towardsthe purchase this popular exerciseproduct.But the manufacturer would obviously be concernedas the machine would upsetthosewho had sold the unit for its full price. THE RUTES Look through this ad trying to find severalmispelledwords.Please don't correctmy grammar.)ou get $100 off the price. Then JS&A got hold of a few thousandand felt that an entirely new market would developeif the unit could sell for $250 or less. The rules are really quite simple. we can make everybody happy-especially those of you with good spelling skills and with lower backs you want to strengthen. Nautilus designedit for the consumermarket.But be careful. (My grammar'sbad too. JS&A intends to do something about both problems. of Bold Copy: Americans have two weaknesses. ordersmust be All 254 . we promise to deliver a unit to you for the price you earn.used for rehabilitationpurposeswas too costly for the averageconsumer.I'll reducethe price of the product shownhere by $10.000 hospital version. If you find 10 words mispelled. If you find25 words mispelled.If you circle a word that is not mispelled. President Copy: This advertisment has severalmispelled words. And if you find 50 words mispelled. Then multiply the number of mispelled words by $10 and then deductthat amount from the $500 price show in this advertisment. So Nautilus designedone for the home and sold thousands.) For every mispelled word you find in this advertisment. Byline: By JosephSugarman.Why such generosity? roo cosTrY Hundredsof retailersthroughoutthe countryhavebeensellingthe Nautilus Lower Back machine for its full retail price of $485.you get $250 off the price. Some of them are intentionally mispelled and others are because my spelling is pretty lousy.Their $3. So by running this specialsaleand listing the full retail price and with nobody really knowing what price we're really offering the unit for anyway (I told you my grammar wasn't good). Circle eachmispelledword you find and put the total numberof mispelledwords in the circle above.The first is spelling and the second is in our lower backs.

can't guaranteethat your lower back problems will be gone forever. And finally.You start at the smallestsetting and gradually build up as you increaseyour strength. We also reservethe right to return any order that claims more mispelled words than we've actually made. BACK FOR DESIGNED THETOWER your to The Nautilus Lower Back machineis designed strengthen lower back. sendyou (not all the products.We will ship each unit freight usually running around$50 eastof the Miscollect with charges sissippi or a little more in California. There area few disclamers. the contactsurthat will take a tremendous It with black Naugahyde. If you guess the correctnumber of mispelledwords. Take advantageof this unique opportunity to own one of the ZJJ . you will get a $10 credit towardsall the productslisted in our catalogwhich we will also just our catalog). the exercise day or night. simply sendthe ad in with the number in the circle.) If you just want to enter this sale without purchasinganything. There are three mispelled words in this paragraph.And since a week is all the exercise you can exertime is so shortand not very strenuous. Pleasedon't call our operators to find out the number of mispelledwords. the Nautilus comes with a 30-day exercise trial period. you'll be ableto feel the difference. return the unit to JS&A for a full refund of price. As little as five minutes a day and three days you needto startthe program. If you're an executivewho sits at a desk for long hours. What I like about the back machine is how easy it works to strengthenthe back.and COD's are more bother than they are worth and at this price we don't need the extra espense. takes facesare cushionedand covered and wrench it with a screwdriver only a few minutesto assemble The 34 and it measures ll2" x 51" x 54" and weighs 150pounds.mailed in and paid for by check or money order.but the And Nautilus Lower Back machinecan really make a difference.In a relaI tively shorttime. your purchase that's all we can get. limited warranty and manufacturer's unit comes with a 90-day completeinstructions. (We can't afford the credit card charges. Once we sell all theseunits. The Nautilus Lower Back machine is made out of tubular steel All amountof abuse. even with its low price. cise anytimeof the There are ten tension positions. But act quickly. One last thing. a little clue. your back muscles soon grow weak and cannot support your spine and your skeletalframe as it was designedto do.We only have a few thousandof these machinesso we reservethe right to run out of them. If the unit doesn'tmake a big differencein your exercise program.

I receivedmail months later asking me for the correct number of misspelledwords. One of the strongpoints of this ad was the involvementthat it createdon the part of the reader. . $500 Better SpellerCost (7069) I had two surpriseswith the resultsfrom this ad. a few rules and came up with a very unique marketing concept that could still work today.bad grammar. but on averagemost people found around 20 of them. People were spendinghours reading my ad.But it was this first Nautilus ad that really launchedthe concept. NautilusBackMachine (7068) .it certainlymade sense it tied as nicely into the product.who cared?We broke ad.finestpiecesof exercise equiptmentat the lowestpossiblecost for just being able to count our mispelledwords. And we eventuallysold all of our inventory in what was a very successful Bad spelling. How many ads can claim that distinction? The peoplewho found all the words really had a bargaintoo. I then usedthis techniqueto sell the Franklin SpellingComputer.For the spellingcomputer. .There were exactly 25 misspelledwords. We made more profit than I had anticipated. The first was the number of people who missed many of the words. To order. . ask for product by number shown below or senda check to the addressbelow. The secondsurprisewas the number of people who called me to tell me that they had spenthours readingand rereadingthe ad to find the number of misspelledwords eventhough they had no intention of buying the unit. .

Books. 3350 PalmsCenterDrive. drop me a short note with your name. You may have a special technique or learning experience that I can add to this book when it is reprinted sometime in the or future. Joseph Sugarman. experiences novel theorieswould be welcome too.Youcan createthe goosethat lays the goldenegg. You can now write a greatmail order ad using my approach to writing copy. Las Vegas. I look at this book as a You work in progressand your input will be most appreciated.at DelStar NV 89103. But it takespractice. can mail your comments to me. And you know that with this new knowledge you have the potenand earn millions of dollars-all tial skill to start businesses through the power of your pen.city and zip code and I'll make sure you receive all of our future announcements.the greater your skill and the closer you will come to the wonderful and to exhilaratingfeeling of writing an ad that the public responds in massivenumbers.Good luck and best wishes in your quest for success. were that weren't mail order adsand you saw what copy elements missingin others. 257 a . if you'd like to be on my mailing list. address.ANote The Power of Your Pen In SectionThreeyou took all your new copywriting knowledge and saw how it could be applied in actual mail order adverYou also saw how theseprinciples could work in ads tisements. Why not shareit with me? Any insights.And the more you practice. Finally.

entertainingand effective use of advertising.You havehad to read and learn a greatdeal. to I am also not that much more talentedthan others. The first is the skill I have to take a very complex issue and way-in short. my presentit in a very simple. tions for making the of I am not the smartest men. And I learneda lot.I hope you will use this material to contribute to your community and to your country in a positive and productive way through the informative. nies and fortunesfor themselves.There'sthe with it. my grades were not great and I practicallyflunked English. And you shouldbe proud of yourselftoo for havingreadthis book. marketers and entrepreneurs. understandable communicationsskill. I never graduatedfrom college. I would have thought more carefully before risking my money and my time. material which you have read was basedon an excluseminarI conductedfrom I9l7 through 1988.I would have tested more. There's the Internet and all the opportunitiesassociated of direct marketing and the new technologiesthat combination evenas you read this. Becauseof it.EpiloUue Final Thoughts Some Th. During this sive time I taught many studentswho went on to build gteat compaI'm proud of them all. Then what do I have?I would say threethings could sum me up. I've nevertaken an advertising course(although that may have been the best educationalbreak I in ever had) and I'm not formally educated many of the subjects necessary ply my craft. Congratulaare only now being developed effort to succeed. I would have read more of the direct marketingbooks and learnedmore that would haveprevented those mistakesfrom ever happening.I worked and risked a lot. eventually you learn. if you risk more of your time and capital.If you work longer hours. Had I beensmarterI would not have made many of the mistakesI did.There are many great writers. to There are many businesses build in the future. I thereforebecamea good 259 - .

And I played hard. it is not without a very good reason. They compiled a book of short stories.anecdotes.Although I havesubtly put myself in somepretty good companyabove. me.all the way to Nobel prize economistMilton Friedmanand back to singerand movie personalityMadonna. Their many personal experiencesare the stories people find fascinating.In fact. are good examples.. Reportersand editors are other examplesof compilers. let me explain the difference betweencompilersand originators.co-authorsof ChickenSoupfor the Soul.Their articles and commentaries magain zines. as a writer.They have not been afraid to fail and have fought the good war and have battle scarsto prove it.I like to think I can do both. cartoons and commentariesthat has sold millions and has enriched the lives of those who have read it. My favorite examples range from software mogul Bill Gates to the music group the Beatles. don't easilygive up.I live to originate.That's not the point of my commentary. To best understandwhat I mean by an originator. The secondthing I haveis persistence. My role in life alwayshasbeenand alwayswill be that of an originator. I am an originator.Jack Canfield and Mark Victor Hansen. Very often a teacher does not make a good practitioner and a practitioner does not make a good teacher. originators: These are the people from whom the compilers take their information.It is my . Compilers: These are the writers who compile their information from the works of others.I havenowhereneartheir renown. And finally. it wasn't To whetherI won or lost that was important.The press soon createsyour public image and you are constantly copied or imitated. I And if I do.for once you have achievedthe statusof an originator you become newsworthy.I'm simply saying that this book has been written by an originator.It was whetherI played the game.in newspapers on televisionreflect the currentthoushts and of the day. originators may or may not write about their own experiences they provide the material that the combut pilers compile.teacherand was able to passalong to my students underlying the reasonsfor why things work. These are the people in the trenches who have constantly reinventedthemselves. I was able to sharethe many experiencesI've had and point out the real lessons that I learned.

the inventor of the Polaroid camera and also an originator.You learn from the mistakes and failuresof others.And to get to know over 200 of them personally-their successes. it would be my strong desire to give of myself to others. Many of the seminar participants were highly motivated.or break new ground.000to attend.And this is one of the reasonsI have been so motivated to write this book.For me. explainedwhy he wrote his book My Lrfe in Advertising:'Any man who by a lifetime of excessiveapplication learns more about anythingthan othersowes a statement successors.and as I was sharingmy mistakesand failures.sole purpose in life-the energy that has fueled my very being." to If I had to pick another motivation for writing this book. You had to be motivatedto spendup to $3. so were they sharing theirs. I was forced to otganrze and articulatemy conceptsto presentthem properly-which made me a better copywriter and marketer. one of the early pioneersin advertising. If I cannot originate. as I soon started following my own advice. Edwin Land. once said. that time is right now and this book is a product of that introspection. I am not living to my full potential. when the compilers have written about me and a story has appeared Forbe. the full value of which is yet to be rearized. innovate.I am not whole.I learned more at my seminarsby giving and sharingthan I did at any time before or after. claude Hopkins. And through the years. mostly reaches the right conclusionbut all too often missesthe true essence what of I have originated. And aside from acquiring many insights from the seminar participants themselves.s on the front page in or of The Wall Street Journal or in an entire chapter of a book. usually the article or story is mostly coffect. 'A mistake is a future benefit."And in that spirit many of my mistakes became learning tools which I shared with my students and which inspiredthem. 26r . their failures and the lessonsthey learned-simply addedto my base of knowledge and experience. There comes a time in your life to step out of the trenches and sharethe knowledge that you have acquiredin your years of battle-to examine the scars and reflect on the lessonsand the often odd directionsyou've taken.

Marin keting secrets of a Mail order Maverick. 262 -| . you need to run it in the media and then you need to evaluatethe response and respondto your customer orders.In addition. in which I presentthe seminar teachings that focused on marketing. Being able to write a great mail order ad is a tremendous skill that will help you achievea level of success that will amaze you when it happens.how to pick the right media at the right price. How to pick a greatproduct and then evaluateit for potential sale.you might like the cassettecourse available with Advertising secrets of the written word along with a workbook to help hone your skills. And then once you have a product and a greatad. Las vegas.I have helped many entrepreneurs build outstanding businessesand go on to contribute greatly to their industry and their community.Get one at your favorite bookstoreor write Delstar Books at 3350 palms center Drive. For if I can continuethat achievement with this book.NV 89103. But there is much more to achievingsuccessthan simply creatingthe goosethat lays golden eggs.That is my greatestthrill. I will haveleft a legacythat can live long after I am gone. It's a marketingbook unlike any other. All of thesestepsare encompassed my next book. You first have to have a product. how to handle the responseall are coveredwith the samestyle and unique approachyou've read in this book. Just call (800) 323-6400or fax (702) 597-2002for particulars.

Ecole Superieure de Guerre. 4. 3." Thomas Watson. Sr.Assumed ConstraintsoContinued fircndixA Ar you can see from the diagram."This was said by drillers whom wildcatter Edwin L. recall these historical examplesbefore you becomediscouraged. "Drill for oil? You mean drill into the ground to try and find oil? You're crazy." Ferdinand Foch. ing thing. Pay our salary. 2.' And they said. 1. By breaking out of the box you can come up with incredibly effective answers-whether you're writing copy or simply solving everyday problems."' This 263 { { fl j 5 . and what do you think about funding us? Or we'll give it to you.1943. We just want to do it. even built with some of your parts." Irving Fisher. You haven't got through college yet. When somebodytells vou it can't be done.. 'No. we've got this amaz5. and they said. later commander of Allied Armies in World War I. "I think there is a world market for maybe five computers. by not assumingany constraintsthe answerto the p\zzle on page 56 becomesquite simple. "Stocks have reachedwhat looks like a permanentlyhigh plateau. president of IBM. Drake tried to enlist in his project to drill for oil in 1859. professor of military strategy. "Airplanes are interesting toys but of no military value.' So then we went to Hewlett-Packard. Assumed Constrqinf Exomples The following are examples of assumed constraintsfrom history. Yale University. 'Hey.we'll come work for you. All too often we assume constraints that aren't really there. "So we went to Atari and said. 'Hey. professor of economics. we don't need you. 1929.

"640K ought to be enough for anybody. marketresearch the reports say America likes crispy cookies." Bill Gates. 7.Besides. in "A cookie 6. Fields Cookies.was related by Steven Jobs. Microsoft founder."This was a response the mid'70s to in Debbi Fields' idea of startingMrs. on his attemptsin the mid'70s to get Atari and Hewlett-Packard interested his and SteveWozniak'spersonalcomputer. not soft and chewy cookieslike you make. 1981. Apple Computer co-founder. 264 I . storeis a bad idea.

I don't know what I can do to motivate you to help me.t . you were so involved with my text that you skipped all the rest of the chaptersin this book (something you normally wouldn't do) to find out exactly what Ginger said to me at that dramatic moment in my office.You're wrong on both counts. is 1|131-" 'oWait. I've had men propositionme all my life but I've never openly propositioneda man. slide down the slippery slide and call or write to place an order or feel guilty that they haven't. It's one of the most difficult things a copywriter must do to sell a product.I'11let you attendfor free on the condition that you pay me back after you make your first million. Ireahze that you might think this is a dirty trick and the story never took place. Well. What I'm saying. but I do know what most men appreciate.After all. now that I've provenmy point."I said. I'm really too busy to take outside projects.Appenilix of Curiositp B Seeds Continued You couldn't wait. I want you as my mentor-my guide throughthis direct marketingjungle. I can no longer acceptwhat I think you're trying to say. could you? You had to turn to the back of the book before you read the next line of copy in Chapter 10. But to get peopleto reach pocketsand exchangetheir hard-earned into their dollars for your product is not a natural act. It requirestremendous motivation-motivation that needs to be generatedby a compelling message. I want only you to help me. message compellingthat peoplewill becometotally a so involved with your copy. the wrong guy.Joe.But attendmy seminar." 265 .I can't do the work for you. "Joe. Don't embarrass yourself any further. fumbling for words as I held up one hand as "You've got if to say stop. you just fell for the seedsof curiosity theory big time: Your message must alwaysbe so compellingthat you motivate the readerto do things normally not done. I guessit wouldn't be fair. to leave you hanging.This is exactly what happened and this is no dirty trick.

And would she have really followed through?I guessI will neverknow. 266 ." . I suspectthat she thought she could entice me into writing copy by flaunting her body. I replied. when I returned home that evening and my wife askedme how the day went. I was almost seduced u gorby geousblonde who was willing to give me her body for my copywriting ability."oh. And I never heard from her again. maybe a bit embarrassed.A D V E R T I S I N G S E C R E T S Ginger left the office.

(page80) 267 . Axiom 4: Your ad layout and the first few paragraphsof your ad must createthe buying environmentmost conduciveto the saleof your product or service.don't assume straintsthat aren't really there. (page 29) in Axiom 3: The solepurposeof the first sentence an adver(page32) tisementis to get you to read the secondsentence.Always sell a concept.(page58) Axiom 8: Keep the copy interesting and the reader interestedthrough the power of curiosity.AprcnilixSummary of Axioms and Major G Points lhe following lists summarizetheAxiomsand major points throughoutthis book.(page38) Axiom 5: Get the readerto say yes and harmonrzewith your accurateand truthful statementswhile reading your copy.(page7 1) is Axiom 10: The incubationprocess the power of your subto consciousmind to use all your knowledge and experiences solve a specific problem.(page63) Axiom 9: Never sell a product or service. of copywriting that havebeenpresented t'r't Axioms Axiom 1: Copywriting is a mental processthe successful executionof which reflects the sum total of all your experiences.environmentand ego. that your specificknowledgeand your ability to mentallyprocess paper for the purpose information and transfer it onto a sheetof of selling a product or service. (page 44) Axiom 6: Your readersshouldbe so compelledto readyour copy that they cannot stop reading until they read all of it as if sliding down a slippery slide.(page 24) Axiom 2z All the elementsin an advertisementare primarily designedto do one thing and one thing only: get you to read the first sentenceof the copy. creativeorientation. and its efficiency is dictatedby time. (page 49) conAxiom 7: When trying to solveproblems.

unless the preventativeis perceived as a cure or the curative aspectsof the preventativeare emphasized.(page 188) Emotion Principles Emotion Principle 1: Every word has an emotion associated with it and tells a story. Axiom 16: Selling a cure is a lot easierthan selling a preventative. enjoyableor stimulating the (page I75) the experience. create the environment or get the reader well into your copy as you createan emotionalbonding with your prospect.(page85) Axiom 12: Every communicationshouldbe a personalone. from the writer to the recipient.regardless the medium used. (page 102) Axiom 15: The more the mind must work to reach a conclusion successfully. (page66) 268 . more positive.(page66) Emotion Principle 2: Every good ad is an emotional outpouring of words. of (page 92) Axiom 13: The ideaspresented your copy shouldflow in in a logical fashion. anticipating your prospect's questions and answeringthem as if the questions were askedface-to-face.et) Axiom 11: copy shouldbe long enoughto causethe reader to take the action you request. (page 66) Emotion Principle 3: You sell on emotion. (page Axiom 14: In the editing process.but you justify a purchase with logic.(page 182) Axiom 17: Telling a story can effectivelysell your product. feelingsand impressions.you refine your copy to expressexactly what you want to expresswith the fewestwords.

Trial Period I7 . Response 4. Price 3. Service 15. (Chapter18) 1. Subheadline 8. PhysicalFacts 16. Gender 11. SecondSentence 4. New Features 7. Clarity 12.Logo 2. Photo or Drawing Device 9. Ask for the Order 269 { . Offer Summary 21. Paragraph l. Testimonials 19.A D V E R T I S I N G S E C R E T S Grophic Elemenls to The following arethe 10 graphicelements considerwhen designing a mail order ad. ResolveObjections 10. Price 20.Rhythm 14. Easeof Ordering 23. (Chapter4) Headings 6. Caption 10. Anticipate Objections 9. First Sentence 3. Typeface 2. ParagraphHeadings 5. Headline 7. ProductExplanation 6. TechnicalExplanation 8. Clich6s 13. Copy The Powerful Copy Elemenls The following are the 23 copy elementsthat should be consideredwhen writing an ad. PrrceComparison 18. Overall Layout 5. Avoid SayingToo Much 22.

Specificity 23. Desireto Belong 14. Exclusivity. Honesty 3. Value and Proof of Value 6. (chapter 19) 1. Credibility 5. Desireto Collect 15.A D V E R T I S I N G S E C R E T S The Psychologicol Triggers The following are the 24 psychologicaltriggers to remember or review when you are writing your ad copy. InstantGratification 18.Rarity or Uniqueness 19. Simplicity 20. Feeling of Involvementor Ownership 2. Timing 13. tramiliaritv 24. Curiosity 16. Integrity 4. Satisfaction Conviction 10. Sense Urgency of 17. Human Relationships 21. Greed 8. Current Fads 12. Guilt 22. EstablishAuthority 9. Justify the Purchase 7. Nature of Product I 1. Hope 270 .

AprcnilixRecommendedReading ll Reading a number of books on a variety of subjectsprepares you to becomea good direct marketer and helps you avoid many of the mistakesothers have made. An interesting read and some valuable insights from a friend and powerful salesman. Here he talks about his proven techniquesfor selling that will give you new insights on what works and why. The book details how he eventuallywas listed in the GuinnessBook of World Recordsfor having sold the most cars in one year. createinterest. Bryant is one of QVC's top show hostsand a masterat selling.ISBN he 0-8306-5816-5. Steve Bryant. By reading other perspectives advertisingand copywriting. you can further your on education and avoid costly elrors that many before you have made. 152 pages. Jon Spoelstra. Sackheimshowsyou how to write a good ad and a selling headline and then gives you many firsthand experiences. I92 pages. and get action. Joe Girard.WarnerBooks. Sales Magic.200 pages. Amherst Media. And not becauseJon was 271 . I've personallyseenhim usemany of thesetechniques QVC in the saleof BluBlocker sunglasses. ISBN 0-44638532-8. Tab Ice to the Eskimos. The world's greatestsalesmanshareshis secretson how he made a fortune selling cars in Detroit.One of the former deansof direct mail advertising shows you how to attractattention. Books. Maxwell Sackheim.One of the true pioneersin the business.carry conviction. is often quotedby others. I wish I had read many of them earlier in my career. Here's your chanceto increaseyour salesdramatically through many of the techniquesthis popular and effective salesman shares with you. Many other people in the direct marketing industry have also written books that might be helpful to you.This is one of my favorite marketine books of all times. on ISBN 0-936262-24-9. How to Sell Anything to Anybody. My First 65 Years in Advertising. That's one of the benefits you have realized from reading Advertising Secrets of the Written Word.

Jon shareshis battle-testedsecretshe used with the Nets-secrets that can help you jump-start your sales.this very honest and disarming book is a must-readfor any catalog entrepreneur. just anothermarketing book. It is one of the most interesting. witty and tells you how to do it better.you can market anything. This is a field guide ro modern marketing with many of the principles applying to direct marketing. Hailed as "the authoritative textbook" on direct marketing. this book is packedwith global casehistoriesof how companies using Bird's ideashave managedto grow and prosper. To catch a Mouse. 280 commonsense Direct Marketing.Jon left to becomethe presidentof the New Jersey Nets basketballteam-one of the worst franchises the league. HarperCollins. ISBN 0-13-922930-2.one of my former seminar partrcipants. ISBN 0-8129-0891-0. Prenrice-Hall. Times Books. Drayton Bird. cheaper. After several successful yearswith the PortlandTrail Blazersbasketballteam as their general manager. Take somebody who was responsible spendingin excessof 9600 million in adverfor tising over his careerat Radio Shack and add his 65 rules of marketing. in He had his work cut out for him. 250 pages.A really down-to-earth.Jon's premiseis how to market productsnobody wants because you if can do that.with lesshocusand more focus. 360 Selling the rnvisible. As the NBA s top marketer.His writing is witty and practical but never boring. Harry Beckwith. Lewis Kornfeld.with or without an ad agency.. practicalguide on how markets work and how prospectsthink. and you've got the mix that makesthis book a greatread.trilled with insights on what really goes on in an upscalecatalog house.I took it with me thinking. quicker." but I was totally wrong. ISBN 0-88730-851-1.London. When Jon gave me the draft of his book to read. pages. pages. Kogan Page. An absolutemust to read. Beckwith presentshundreds of )1) . ISBN 0-74940996-l . Kornfeld is intimate. "oh well. Elephants in Your Mailbox.witty and well-written marketing books I've ever read and there's a wealth of great ideas in its pages. RogerHorchow. A great book to read and reread and one that I wish I had reada lot earlierin my career. you won't regretit.A classicbook on the experiences one of the nation's top catalogentrepreneurs of and the 25 mistakeshe made in building his company.excite your customers and improve your bottom line. 375 pages.

ISBN 0-932648-54-1. book 480 pages.Nicholas is the entrepreneur'S an experiencedpractitioner. in particular. this wonderful book challengesyou to seek your own applications of its principles and ideas-to get your juices flowing and to open your eyes to what advertisingand. practical and easy-to-readstrategieswith most no more to than a page long. ISBN 0-79310-486-6. 252 pagesISBN 0-446-52094-2. Nash. you everything you need to succeedin every aspectof direct marketing-from writing a basic marketingplan to writing direct mail copy. 273 .quick. Schwartz takes you through those steps and shows you how to write effective copy in the BoardroomBooks. have alreadycome true.His advice comes from having been through the trenchesand knowing what works and what doesn't.evaluate test your ads and analyzethe results. ISBN O-01-046032-9. Nash guides you through planning an offer to planning a layout and evendesigningthe product. advertisingand marketing strategy. 240 pagesprocess. ISBN 0-07-051191-8. One of the most comtells This step-by-step plete books on direct marketingavailable. of marketing. panies. Breakthrough Advertising. McGraw-Hill. Rapp and Collins take you in a new and exciting direction in promotion.215 pages.One of the really creative marketing and copywriting geniusesof his time.He shows how to develop an entirely new market for a new or old product in a number of clearly defined steps.You'll discoverthe analyticalmethodsfor forecastingand you'Il get a good doseof A Even infomercialsare discussed.Reading almost like a novel. 280 Direct Marketing. A compendium of his philosophies. greatreference list selection. EdwardL. MaxiMarketing. EugeneM.Enterprise Dearborn. The author of 14 books and a catalystin the startingof severalcomLearn from Entrepreneur. The Golden Mailbox. An eye-opener new ideas in the critical area Warner Books. you'll refer to often. Many of their predictions McGraw-Hill. pages. Stan Rapp and Tom Collins. Schwartz.direct marketing will be like in the future.Nicholas is systematically direct marketing practitioner who hasbeen on the firing line for a the past 25 years. Ted Nicholas. Here's some gteat copywriting and layout and adviceon how to write ads.

any business or for that matter.ISBN 0-14-024936-2. It containsa lot of plain truth and good common sense. this book combinesmotivationalexercises build self-esteem to with worksheets define your goals. Prentice-Hall.RichardGilly Nixon. pick up a copy. 385 pages.Capleswas also famous for many of his successful ad campaigns. Influence: The Psychology of Persuasion.this commonsense book on direct marketing talks about everything from writing effective copy and the power of words to testing and the effectiveness of the right concept.Direct Mail copy That sells! Herschell Gordon Lewis.320 pages." If you had to readjust one book on direct marketing. TestedAdvertising Methods. humorousand often witty style.very well done and a help to in any beginnerin the direct marketingbusiness. among which was the classic "They laughedwhen I satdown at the piano. ISBN 0-8442-3101-0. Ph. This completelyrevisededition coversthe spiritual and motivational aspects involved in making a success yourself and startof ing a successful business.Then it gives you a moneymakto ing guide to success mail order. one of the most prolific copywriters in the industry has put together a book with his step-by-stepformulas on how to write effective direct mail copy. Cialdini. My Life in Advertising/Scientific Advertising. Prentice-Hall. The Lazy Man's Way to Riches. Using a commonsense approach. This book will be an essentialand vital guidepostfor presentand future generations advertising of professionals. PenguinBooks.Hopkins covers all of the scientific approaches utilized in the '20s when he wrote he thesebooks-approaches that are still used today in direct marketing.Cialdini takesus through a journey 274 . One of the classic books originally written by Joe Karbo. John caples. He was the founding father of modern advertisingand thesetwo reprintedclassicstogetherin one paperback book area must-readfor any advertisingpractitioner.D. this is the one to read cover to cover. Robert B.A greatbook for understanding tools of influenceat the work in today's marketplace. ISBN 0-13-214150-5. Claude C. 300 pages. NTC Business Books. ISBN 0-13-244609-X. one of the true bibles of the direct marketing industry. the mail order legend whose ad we featuredin Chapter24 of this book. If you want a different perspectiveon ad copy written in Lewis's light. Hopkins. 260 pages.

ISBN l-887141-00-3. NTC/Contemporary.Severalexamplesare usedin direct marketingsitbusiness uations. 325 pages.Ries and Trout show you how with many lessonsthat relate to direct WarnerBooks. marketing. chased 275 rl .Quill.ISBN 0-688-12816-5. sale. Million Dollar Marketing Secrets. Ogilvy strongly believed in the disciplines direct marketersutilized to ply their craft. Confessionsof an Advertising Man. of words.ISBN 0-446-34794-9. a marketingconsultantand excellentdirect response Any successful direct marketingcopywriter has a lot of valuable information to share and Deutsch sharesa lot in his self-pubthat he guaranlished book. The concept sparkeda revolution in advertisingand it is also very important in direct marketing. for Campbell'sSoup and IBM.David L. I read this classic when I first started my career in advertising in the '60s and it has been an influence ever since.This is a very well written book with plenty of good ideaswritten by copywriter. David Ogilvy. coversthe words that will get you the The best words to use when making a best table at a restaurant. He reveals20 powerful techniques your marketingabilities. Franceand the United 170 pages. Ted Nicholas. ISBN 0-8442-31 States. Deutsch.This 200-pagebook can be purtion to directly from Deutschat (804) 319-6855.A consultantto many Fortune 500 companies. You've got to find that unique selling proposition-that big idea that will position your product or serviceto outclassand outsmartthe competition.This is a book that coversthe gamut on how to use effective words in It a multitude of situations.At the end of each teeswill turbocharge where you can get more informachapterhe also lists resources further your knowledge.exploring someof the very subtleways to influence a customer. ll-6.As a brilliant admanhe created great advertising for such clients as Rolls-Royce.325 pages.Cialdini offers insights that will amplify your marketingknowledge.a loved one or even the mass market with many of the techniques he's tested and personallyused. Al Ries and Jack Trout. Sears.and thereare many other everydayinsightson the power NicholasDirect. Much of his knowledge and wisdom was acquired from being a studentof direct marketing. Magic Words That Bring You Riches. He was also responsible creating campaignsfor the governmentsof Britain. 220 pages. Positioning: The Battle for Your Mind.

Rich with examples and stories. 276 i . the most rewardingof the direct marketingdisciplines. book I wrote in 1980 A about thoseforcesthat drive you closerto success and thosethat draw you towards failure. Contact them at (800) 229-6100. JosephSugaffnan. Contemporary Books. an infomercial or spot TV advertising. protect it.310 pages. DelsrarBooks.215 pages. Knowing the forces and controlling them is the goal of any successful personand this book describes how to do it. JosephSugarman. The first part of the book is autobiographicaland the last half contains the basis of the SuccessForces concept. try reaching Carl Galletti and his Hard To Get Books and Tapesclub. Other Book Resources out of Print: some of the books listed heremight be out of print and no longer available.ISBN 0-8092-i0617. He can be reachedat (609) 896-0245or fax him for his latest catalog at (609) 896-2653. it reads more like a marketing novel than the textbook it really is.No longer available from bookstores but may be found at some libraries.magicTlhtg.the importanceof various elementsin a commercialand helpful tips for breakinginto this. create a mail order ad and then test the ad in a magazineor newspaper.A good complementto this book in that it takes you into the next phaseof becoming a direct marketer. you'll learn how to find a product.390 pages. successForces.If you can't obtain a copy and all else fails. You'll learn some of the tricks in buying media and running a mail order operation. Hoke communications: This is another resource for a number of good direct marketing books.JosephSugarman. ISBN 1-891686-09-7. Learn how to determineif your product is suitedfor TV what marginsyou'll need. ISBN 1-891686-06-2.Soon to be updatedand reprinted.Filled with insightful stories. Television secrets for Marketing success. A comprehensive review told in story form of what it is like selling your product or servicethrough a home shoppingchannel.Many helpful insights not found anywhereelse.Marketing secrets of a Mail order Maverick.examplesand strategy. DelStarBooks.You might even check him out on the Web at: www.

Gary Halbert. them as I do.Each issuecontains a new conceptor copywriting techniquethat can be easilyimplemented. Study and collect call (305) 294-8425. Halbert and his is one of the nation's top copywriters and entrepreneurs is newsletter one of the most helpful around.D V Newslelfer The Gary Halbert Letter. This monthly newsletter on copywriting and marketing is a must-read for anybody actively engagedin marketing and copywriting.Halbert's copy is both entertainingand fun and I personally look forward to my copy eachmonth. 277 . To subscribe.

Mickey Math (January 1975) This tongue-in-cheek ad for executives a child's calculatorand bombed. 2.. : : ..: 3. Exact months listed below show when the ads were first run When only the year is listed. I '. .:t'itu:l-'r j : l : a 1 . following ads are some of the most unique and innov'70s to the ative examplesof my copywriting style from the mid they because mid'80s. : 4.r'-"'^' ! . . '. :i t.And we didn't do well with the pendants either. i...t Classic Aprcnilix JS&A Ads Ttt. uct's :ir. If I had sold just one mousetrapI would have felt better.. pitched business The copy read greatbut the product never sold. . Laser Beam Mousetrap (April 1977) Great copy but we didn't sell a single one.: . . lPodet 1".I hope you enjoy reading them as much as I enjoyedwriting them.:': l r.It was a total failure. . . those in a magazineor newspaper. in ads appeared my catalog. . 279 ..t'& *rqr . I haveincludedthem herenot necessarily were the most effective or important in my marketing career (those ads are in my next book.$irqoffered similar products utilizing the same circuitry explainedall of the product'stechnologyin greatdetail but didn't in do too well.. Marketing Secretsof a Mail Order Maverick) but becausethey presentexamplesof the typical advertisingthat made our ads and catalogsso unique. And that's what I did in this ad successful in a very logical and forceful way.:.. r) i. .:i. IEllom i1Effi i Pages .l't*.... 1.s.{:l":Sdr . The conclusion: calculatorsare seriousbusinesstools and there weren't enough chief executiveofficers with a senseof humor to go for the offer.. Unfair Copy (August l97S) How do you unfairly sell a knockoff of a famous brand-namewatch?You admit that it is a knockoff and that it is also unfair.r.-':'. This Canon calculatorsold very well for JS&A.... Pocket Yellow Pages (June l97S) This was an example of presentinga very complex new product in a very simple way.'. My competitors and tliffiiit#::f'ij. : t .1 " " ' l .t.. The headlinecapsulized just a few words the prodconceptand the copy reinforcedthe message.But the copy was fun. ..

".:::. .:j-:.:. computer violence (19s1) This ad was run during my fight with the FTC when I was hoping to liquidate as much outdated ..The copy reflects not only my computer vlolenoe ::.: equipmentas I could to keep afloat. 6.. 9. Soviet Challenge (November lgTS) I got the endorsement of Anatoli Karpov. i .to play on the fact that Karpov finally agreed endorse computereventhoughhe wasn.. It's a good example of a clever way to add humor to make a very valid point and justify why the consumeris getting as good a value with our product eventhough our price is a lot lower. _-.j :. I challengedhim to play against my chesscomputer.._. of course)as the endorserof my olympus recorderwith a very famous golfer named Arnold palmer who endorsesthe Lanier recorderand whose name I don't mention in the ad... lence to grab attentionand then I proposedan outrageous solution if I didn't sell my computer.Insteadof just saying Karpov endorsedmy product.-. Again it did well.-...:..:i. It requiredjust minor editing-maybe a word s1 tws-and it was ready to run.i:. : j i:fjill:i. The product got lots of publicity but died... ''."iirji:r_r.. . The comparison logically explainswhy you get a bettervaluewith the olympus.j : i. .:.. .-:: -jlj.11 ...i:.. r:. The ad did very well. It didn't do too well despitethe holiday buying season and the fact that we had an exclusivefor the product.:: r:. : j'.$.therefore..ttri.:.::::. j.4 .:. I got him to approvethe quotesand ran this ad as a follow-up.lilra: --::' 280 ... Karpov Accepts (March 1979)We had preuy good saleswith the previous "soviet Challenge"ad and wanted to continuethe momentum.] ' rlii..':'.1 :r: 'i:l::: :.::::i--.1::::j . . the Russianchesschampion..:::. I usedsomeof the effectivecopy from the previousad and createdsomegood Karpov quotesfor my ad. our direct mail selling).. r.It was natural. .i.ir. This ad almost prompted an international incident as Karpov refused to have any part in the promotion..::..:.:i . i...:1.: -a. Endorsement Battle (September 1979)This tongue-in-cheek takeoff of the endorsementscene comparesJS&A's president (me.11.1ti :... accordingto my manufacturer in Hong Kong who had negotiatedthe deal with Karpov's manager. George's Revenge(October 1978) This was one of thoseads that just flowed right out of my brain and onto a sheetof paper. It is honestin its tone and quite persuasive.:: t.-. selling thousands thesegames. of 8...:. I used the premise of vio.... i =.-jr.i :.*..5. 7.r1.i. . basedon the money Lanier spendsfor the expensive golfer's endorsement well as the cost of their direct salesas people (vs.: :.t to our going to play againstit.

-. But as the prospectsread in an effort to find out where I'm headedwith my salespitch. Mafia Auto Gadget (1982) Here we explain why. if you're like me the answer is rather obvious. the copy hooks you and leadsyou to the logical ending.::-' _ ^ :a'..D V frustration at having lost so much value in my computer from depreciation. fantasyadventure But our customers loved the idea and this was a stretch.:ll-:1-. Cadillac Garbage Truck (1981) How do I sell a new type of headlight that would causea reader to want to remove from his or her car a perfectly operatingheadlight and replaceit with the one I was offering? First. 10.. spaceslutfle -". Customer Explodes (1982) The headline is an attentiongetting device to get the reader into the copy.i::l. Space Shuttle (1932) How do you sell a poster of a scene from outer space?Of course.-ffi Fi iiiiii:*iii i::.:-fi. Mafla 't Auto Gadset i. It's great copy and resulted in a gadgets being sold. it.:::. of of us non-Mafia typesby explainingthe advantages a product that remotely starts your car. Pickle Power (1982)You seethis ad and you're hooked. they are learning very important information that will help them understanda lot of the technical stuff they may need in order to make a buying decision that favors the purchase of the headlightsI'm offering. We did quite well with this product.:r:. This was a very successful .".You "pickle power"?And as you readthe wonder. you grab their attention with the unusualcartoon at the top of the page (drawn by Dick Hafer) and then you get them to startreadingthe copy.i|. there is every reasonto think that he or she will read all of ad."l. That's the premise of this ad which takes the reader on a Sure.r:r_ " "' . 281 .the remote automobile starting device makesa lot Then of coursewe extendits practicalusesfor the rest of sense.Again.That's logical. large number of theseexpensive 13.what do I meanby ad you realize that I'm selling not the pickle but the powera set of unusual rechargeablebatteries and a battery charging system.The product sold well in our catalog. But once into the copy.i.r.i 11. You charter the spaceshuttle and then sell seats on it. whoseprimary purposeis to sell posters. It's fun reading and it educates as and effectively persuades you will soon find out. And many did.ti:: ffiffi 14.but also my potential customers'frustration at having seenthe value of their computersdrop too.. for the Mafia at least. L2.

i-:-. Nuclear Mail Box (1984) How do you expressthe strength of a galvanrzed steelplate mailbox?You give it the ultimate test and positionthe product as capableof withstandingthe impact of a nuclearexplosionor your money back. This ad approachis a way of calling attentionto the major advantage of this mailbox-its strength.i ".many of which were quite effective. you play up the fact that for the product you are selling..often in recordnumbers. in 16.The product did well. the name is rather stupid. )i li:j:i.:. you arebeing sold on the product's advantages.But in the processof publishing theseadsover an extended period of time.::1. :):r:r.'jit:.:li.Theseare basicallyfunto-readads. You read the ad and as you are enjoying the off-the-wall approach. I developed customer a following that looked forward to every issue of my catalog and every ad we ran in magazinesand newspapers.::l.. Nucfeat Mail Box l_i'. sophisticated And that's exactly what we did. 15. -.who would be aroundafter a nuclearexplosionto call customerserviceand requesta replacement? But again. some were not very effective. But we may have gone a little overboardas you will soon discover.::':'.'. :i.. i::".And. of course. that's not the point. Of course. And many did.iirj.r. 282 .:. Juki Ooki (1984) What do you do when somebodyhands you a great high-tech product but the product does not have a very high-tech name? Simple.:!.t.'.respondedin big numbers.r:r.. The above are some examplesof the approaches I've used to solve a number of marketingproblems.::i::. And when they read the ads they bought my products. but we may have offendeda few of our customers the process. are entertained the disarmingcopy and hopeYou by fully you buy.And even McDonald's bought 300 postersfor one of their promotions.

State turers of paper clips and rubber bands..50 pustxgc and hJndling) c('nlplele with "nr more interesting and smarter.. 60062 (3 | 2) 564.. banker.wer while battery . NO R TH B R OO K. "If the Mickey Math (-lYes. add the $4.00 padded carrying cdsc. c/ose sa/es and feel smarter with the world's most powerful calculator.ff c a l c u l a t o rw i l l d o m o r e l l * il. The chairman products. In fact our guarantee of satisfacE X E C U T I VO R D E R O R M E F tion clearly states.. But as America's largest single source of You're the financial vice president of a major U. Clip out Executive Order Form and mail with your check to the address shown below: o NATIONAL SALES GROUP DEPT WMM 42OO DUNDEE RD..-g'.l97s January 1975 283 . It weighs only 14 ounces and its built-in. we urge you to act Success stories like the above are real quickly and order your Mickey Math elecpossibilities when you own a Mickey Math tronic calculator at no obligation todayl calculator.want to impress: your boss.. more interesting or smarter. OWALI' DISN!]Y PRoDIJCIIoNS Mickey Math is only 1" x 7Vz" x 7t/2" and fits conveniently in your briefcase. You can do chain calculations. H E R E ' SW H A T I T C A N D O but they'll never forget you. we feel Mickey Math's place is of the board poses an important financial with the executive-as a businesstool and question and points to you for the answer. famous. decision-makingprocess.ll. You pull out your $19. While discussing prices. That's why we recommend it for little deals only.95 Acl addDter tr) eons(rve p. al Motors executive.j...Presenting lI.You're at lunch with It is true that the Mickey Math calculaa prospective customer. lmpress your friends. your customer pulls out his $400 tor was designed for children. is. They'll not only be getting the latest in space-age technology." And no other calculator within two weeks for a prompt and courteous refund. (r' calculator(s) ($ I 9. I under. mc :.)r during -t dcsk lengthy which will altow usrng the (rlcula executivc c()nfe. has Farm insurance salesman or favorite Generdeveloped a space-agecomputer miracle.Nc.r<tt. as a major element in his day-to-day.45 $2.. I L L. - $19e5 iiu The newest executive .-^-L n[rl1r] -l. THEY'LL NEVER FORGETYOU Give Mickey Math to somebody you Alco.. return it any 1!ar wrrrrn ty and explicit Mickey Mouse instructi()ns.9000 I @tsae c. you walk out with the sale. space-age handle makes it fun to lug around. four-function constant and algebraic logic (you perform the functions as you think) make working complex problems a breeze.95 Mickey Math. The instruction booklet with its colorful pictures and Hewlett Packard HP-80..f -7t I T I S -. one of America's largest manufac.- 4.. famous. figure little deals. (lPlease FOR LITTLE DEALS ONLY Mickey Math has six large.S. company could dare make that guarantee. I may return Mickcy Math courteous refund. corporation.95 plus each $22. You're at the electronic calculators and other space-age board of directors meeting. suitcaseor the trunk of your car. all by pressinglittle round buttons.. time within two weeks for a prompt and stand that if I do not bec(tme rich. It's truly the ultimate calculator. Its full-floating decimal.:":: ( ) Please add the 5i3. Two minutes later clear examples is designed to stimulate math interest and create little geniuses.. yet powerful digits. You're a salesman. The next day you're promoIf you're looking for the perfect gift or a ted to president. great business tool.d. please rush meMickey Math electronic calculator does not make you rich. You open your briefcase and pull out your Mickey Math. derive negative balances and figure all kinds of answersautomatically.

As the mouse nibbles the peanut butter. . the world would beat a path to vour door." showing the inside workings of a "Gold watch. It was once said that if you build a better mousetrap. The entire system is mounted on an attractive polished walnut base which can be handsomely displayed in any office.WE'RE READY OKWORLD Mousetrap Beam Laser "Build a better mousetrap and the world will beat a path to your door. JS&A is proud to introduce two of the newest technologies. a well'10% accepted product has a reorder rate. lf you are not absolutely satisfied with your purchase. lf the premise is correct. To test it." This is the story of two very unusual products. . return it within ten days for a prompt and courteous refund. the world should recognize this outstanding achievement and beat a path to our door. complete instructions and a one year warranty-all during our special national introductorv offer. lt's truly an unusual and well-accepted gift idea that draws admiring glances and many compliments. We will tell you how many laser beam mousetraps were sold and our conclusions. You can't lose. we will send Vou. A REAL LASER The laser beam mousetrap consists of a f u n c t i o n i n g l a b o r a t o r y l a s e rw i t h a n i n g e n i o u s wire hammer solenoid-activated spring mechanism. OO OneJS&APlaza Northbrook. and the second." show' ing a gold dollar good luck charm." NATIONAL SALES Dept. a report on the results of our marketing experiment. Holex felt that laser pendant jewelry might make an interesting consumer item. To activate the mousetrap.) There are no postage and handling charges for either purchase. 60062 (312) lll. So did the second. 1 9 7 7 GROUP April 1977 284 . All mechanisms are safely housed in a transparent acryl ic container. three months after your purchase. So American scientists have developed the world's first laserbeam mousetrapa space-age triumph using the latest laser technology and American scientific genius. The same companv that invented the laser The pendants make great Mother's Day beam mousetrap is also in the midst o{ a gifts. Credit card buyers may call our tollfree number to order. ..I n c . To capitalize on this marketing phenomenon... Normally. board room. THE MARKETING EXPERIMENT The marketing experiment has been designed to prove a well-known marketing premise. lf the premise is incorrect. Dollar. Kerplow! The mouse is then conveniently and rather rapidly put to rest. The laser beam mousetrap is offered for only $1500 complete with a jar of peanut butter. . but it appeared to glow in iridescent colors enhancing the three-dimensional effect and creating an optical sensation for those who saw it. 564-9000 CALL TOLL-FREE. lt received the biggest response we've ever received for any single product in our history. When ordering. or rodent-infested area. In addition. lt was.328 Sngstroms with one half milliwatts of power.then that Holex contacted JS&A and offered us the opportunity to offer the world's first mass-produced laser pendant in a large production run. anyone to whom you want to give a token of your appreciation or affection. keeping it illuminated while the odor stays fresh. There is no technologically more advanced mousetrap in the world. Both objects come complete with necklace chain and THE MARKETING PHENOMENON gift box-all for the same low price of $20. O J S & A G r o u p . or a gift for marketing phenomenon. Won't you loin us and order either product at no obligation today? mechanism The hammer-wire held in ptace by the solenoid. The laser pendants are offered for $20 each. you place peanut butter in a small circular container located in the center of the trap. for every pendant we sold.l . . The Holex Corporation has pioneered in the commercial application of laser technology and has done numerous laser experiments to create three-dimensional images on flat pieces of glass. not only did it make an unusual piece of jewelry. There is also a ten day trial period for each item. they produced a few sample pieces which they sold for $50 each in a New York City jewelry store-well below their actual cost. The wire hammer device is then cocked and held in position by a solenoid. but a 3 O O o / oe o r d e r r a t e w a s r e a l l y a n i n c r e d i b l e r statement about this exciting new product. the laser beam is interrupted and a photo d i o d e s e n s e st h e m o u s e ' s p r e s e n c e a n d r e l e a s e s the spring-loaded hammer wire. The laser beam is deflected down to the peanut butter. and one year warranty. we received an average of th ree reorders. The laser is of the helium neon variety radiating in red at a wavelength of 6. We called the results of ou r program a marketing phenomenon. . PARTICIPATE WITH US For each of you who participate with us and order either a laser pendant or a mousetrap. Laser technology is a relatively new technology. JS&A has made available its most popu"Watch lar two pendants. The first is a marketing phenomenon and the second a marketing experiment. lts effects are being felt every day as new and more advanced uses for this science are being developed. is cocked and The first production run quickly sold out.When Holex placed these glass images in a gold-plated frame.6 9 0 0 I n l l l i n o i s c a l . . A small test run flyer was sent out to a selected group of our customers offering the pendant for $20. 800 323-6400 ( 3 1 2 )4 9 8 . specify 'Watch "Gold Works" or Dollar. AN UNUSUAL OFFER The laser beam mousetrap sells for $i500 and comes complete with peanut butter. a gift for your employees. then this marketing experiment will certainly prove it. The Laser Pendants are 1% inches in diameter metal and come complete with matching chain and gift box. instructions. one called Movement. (lllinois residents add 5o/o sales tax.

you can't access the numbers. Order your Pocket Yellow Pages at no obligation. The keyboard has letters as well as numbers (like the touch-tone pad on a telephone). For example. To the startled eyes of those around you. please add 5"/qsales tax).95 plus $2. Changing an entry is just as easy. A dream? Absolutely not. and an add-on discount percentage system. See how easy it makes life. The largescale integrated circuit is programmable by the user-something nearly impossible iust a few short months ago.50 for postage and handling to the address below (lllinois residents. calculators. but we wanted to assure you that a service program is an established part of Canon's program. decide if you want to keep it. Program those important dates. the Canon is no slouch either. and a oneyear limited warranty. your social security number. the phone numbers of your favorite restaurants.. send $79. and your display shows Jim's phone number. lt's just that easy. Canon is the famous company lhat manufactures quality cameras. This year. Even when you shutyour unit off. Without knowing the specific initials or name. You carry your calculator with you anyway. .Pocl(et Yellow Pages Letyour fingersdo the data entry with America'sfirstcomPuterized phone directory. Why not add the convenience of a telephone directory to a full-function calculator? When it comes to calculating. Not so with the Directory.800323-6400 CaIITOLL-FREE . You can also store credit card numbers. important serial numbers. press a few buttons. you can enter them directly into your unit-name. and people are waiting. Then within 30 days. no problem. square root. Or have you ever been stuck at a phone booth with no pen to write your messages? With the Canon. The unit is 2Va"x SVz"and only one centimeler thick. EASY TO OPERATE Just enter the name and number you want stored and press a few buttons. just slip your three-ounce unit in an envelope and mail it to Canon's national service-by-mail center. There's a fully-addressable memory. we'll thank you for at least giving our unique product a test. so it's easy to enter data and use. The system was built like a liquid crystal digital watch.) Then use it every day. By return mail you will receive your unit. To order your own Canon Directory. pocket tele You're stuck. The Canon Directory is a new breakthrough in recent calculator technology. A low battery indicator also warns you well enough in advance when it's time to change batteries.(312)564-7000 InlllinoisCall. That's all there is to it. and presto-the phone number appears on the display of your calculator. NATIONAL SALES GROUP Dept.WJ One JS&A Plaza 111. And then there's convenience.. enter the next birthday or important date you should remember under "DATE." This date will appear each time you "DATE." By getting in the habit enter lhe word of doing that each week. You're at a phone booth trying to find a phone number. . Space-age technology has produced the Canon Directory-a calculatorthat slores 20 of your most frequently called numbers in its memory and let's you recall them simply by entering the person's name or initials. Test the batteries by leaving your unit on for a week. JS&A is America's largest single souce of space-age products-a substantial company which has been in business for over a decade. birthdays. and in fact. Service should never be required since practically all components are on a single integrated circuit. or call our toll-free number below. You feel the pressure. you pull out your calculator.and number. (You'll be amazed at how many 20 numbers seem when you sort out your personal directory. lf not. and anniversaries. Ever forget to shut your calculator off when you slipped it in your pocket? No problem with the Canon Directory. TEST IT FOR A MONTH Order the Directory.. lnc. or movie theaters. STORE IN CONFIDENCE lf you lost your little black book with all those conlidential numbers. Ouickly program it with your mosl frequently called numbers. airlines.60062 (312)564-7000 Northbrook. We won't be upset. today. and other precision quality instruments. it retains your complete directory in its large memory. the Canon won't let you forget.1978 OJS&A GrouP' June 1978 285 . you might get in trouble. lts display can remain on constantly without draining the two long-lasting hearing aid batteries which you get with your unit. a handy wallet-style carrying case. let the sophistication of spaceage technology and your fingers do all the walking. lf service is ever required. Just slip it in its handy mailer and send it back. Want to call Jim? You enter J I M.

The watch much greateraccuracycan be expected.which any jeweler can do. having literally taken over the quartz watch industry. dollar. seconds.add if you want the total time the Hong Kong dollar has changed little in of several periods. Why then would anyone want to buy a copy of the Seiko? For several reasons: Savings JS&A has obtained sufficientquantities of the Mercuryto offer you the item for as low as $69. service has become less a concern.95 for the gold-tonealong with $3. The new crop of digital watches rarely malfunction. 60062 (312)564-7000 lll. All the features of the Seiko watch are duplicated in this digital watch. Unfair? You be the judge. but because it's probably America's best-selling new expensivedigital watch. minutes. 8 0 0 3 2 3 . Compareits accuracy. Japan. The Mercury copy shown above looks almost exactlylike the Seikoand costsdealers approximately$50.6 4 0 0 .support and quality. today.50 postageand handling. .you aren't convincedthat its accuracy.Sincethe latest crop of space-age digital LC watches require very little service other than battery replacement.a one year limitedwarranty and two substantialcompaniesbacking your modest investment. uses basically the same components as the THE BEST FEATURES Seiko. But then we're all not that lucky. and lap which starts comparison to the U. the month and date. .i August 1978 286 .AP OneJS&APlaza Northbrook. Quafity You'll be amazed at the excellent LABOR EXPENSIVEIN JAPAN quality of the Mercury. The watch costs jewelers $150. it is reassuring to know that there is a prompt service-by-mail facility. the Mercury is manufactured under Accuracy The Mercury is guaranteed accurspecial contractin Hong Kong by a prominent ate to within 15 seconds per month. AMER'CA'S LARGEST SOURCE JS&A is America's largest single source of space-age products-further assurance that your modest investmentis well protected..but it is also responsible bringfor ing better value to a free marketplace.. EXAMINE THE FEATURES Order the Mercury from JS&A on a trial basis.quality.95 for the silver-tonemodel or $79. So all Seiko countingf rom zero when you pressthe button.F R E.and its chronographf unclions. Quartz LC also remembers the days in a month and automaticallyrecyclesto the correct first day of the next month. Why not order the Mercury LC at no obligation. day of to export..and features make it a truly outstandingvalue.50 per order for postage and handling (lllinois residents. Support Mercury is a division of Leisurecraft Industries. . The Mercury is backed by a very efficientservice-by-mail center.95. especially compared Unlike the Seiko watch which is made in side by side with the Seiko. C a I I T O L L .-m #ffi r*# r 1 t uniaircopy The watch shown here is a copy of the world famous Seiko chronograph alarm. Their quality is outstanding. The watch shown above is a copy of the Seiko chronographalarm. although American watch manufacturer.DUPLICATION TECHNOLOGY |. lt is an excellent example of the fierce competition in the United States. BOTH BACKED BY SERVICE The Seiko is backedby a nationalnetworkof service centers. but the ditferences lie mainly in the labor. lts chronograph meaassembler makes the equivalent of $75 per sures time to one hundredthof a second and day whereasthe equivalentemployeein Hong has three settings: split which continues Kong makes only a few dollarsper day. ls it unfair to copy a popular expensive watch? America'sgrowthcan be traceddirectly to the principleof open competition.a public company that specializes in obtainingthe best digitalwatchesand insuring their value with excellentservice. And Seiko can't supply enoughof them to their dealers. not only becauseof the excellent reputationof the Seiko brand. pleaseadd 5% sales tax) to the address shown belowor creditcard buyersmay callour toll{ree numberbelow. Most dealers are selling it for $100. Unfair? Maybe if you were Seiko it would be.. Inc. . return it within 30 days for a prompt and courteous refund. ln lllinois Call . Seiko is one of the world's most respected watchmakers. To order your MercuryQuartzLC.We promiseto acceptthe return of your watch with absolutely no questions asked and even refundthe $3. countingthe split secondswhile you freezethe The value of the yen has skyrocketedwhile time for reading. and they're selling them as fast as they get them. send your check for $69. The Mercury It's really a shame. but if service is ever required. lf after a truly side-by-sidecomparison. .S.and they have producedmany great innovationsin the digitalwatch industry. And jewelers love the item.its alarm. Dept. Your timing is perfect. the week. products have become even more expensive You have hours. The Seiko chronograph alarm sells for $300. Hong Kong's labor costs are far less The alarm chronograph has an alarm that than in Japan. An average Japanese watch really wakes you up. .1978 @JS&A W.Open competitionhas not only been the catalystfor innovation. Compare it feature for feature with the Seiko.E. (312)564-7000 Group.

It's not that George is bright.you may return George anytime within 10 days after receiptfor a quiet refund. He'll also drive your neighbors bananas when the whole neighborhoodgathersto outyell each other right in front of your home.and he does those lour things in the same order. Just send your check for $29.He only responds to sounds. lf for any reason you are dissatisfied. however. 800 528-6400 $29. and a 90-day limited warranty. That's George's revenge.Yell again and George goes left. so NATIONAL SALES GROUP October 1978 287 . you've lost your children. lf you talk to him' he "George. By return mail. George. And at nightwhile you're sleeping. Lrkewe said.complete instructions enough tor a child to understand (which means there's a pretty good chance you'll be able to understandthem too). Your childrenwill definitelyiump for ioy. with all his advantages and disadvantages. make sure you order early enough for Christmas. c . Instead of talking to you' they're on their hands and knees yelling at George. voice-command remote control Fortunately. we'll send you George (the "D" cells required 9-volt battery and the two easy are not supplied). not to specific instructions. pet truck.there'sa good chance that he'll turn on and drive right into your bedroom." and responds. . He only does the four things he was trained to do at the factory.WJ One JS&A Plaza gift for any child with good lungs. And repeat the yelling and George will repeat the same cycle. Then yell anything and George goes straight. .George was programmed not George has to obey profanity.95 is rathercheap lor a high class remote CaIITOLL-FREE .00 for postage and handling (lllinoisresisales tax). not been programmedto attack burglars. For when George enters your home. Just yell "George.But let's face it. or credit card buyers dents add 5olo may call our tollJree number below. turn right" or thing. George willstart and turn rightwhen you yell a n y t h i n ga t h i m ' a n d w e m e a n a l m o s t a n y "George. voice-commandpet truck In 1 G r o u p . He's rather stupid. Northbrook.9 7 8 @J S & A r George will be sold only by mail this year.95 plus $3. George.makes a great Christmas Deot.Order one at no George stands 9" long and is the world's first obligation. and you'll climb the walls with George-the world's f irst voice-commandpet truck.today. is not a maior breakthrough in advancedtechnologybut ratheran example of how space-age scientists have figured out a way to totally disrupt the American home.60062 (312)564-7000 And George is definitely not expensave. (312)564-7000 In lllinois Call . George is stupid. you dummyl" and George will start his motor and turn right. Yell for the fourth time and George will stop.if a sound disturbsGeorge.go straight"' George turns right.Unfortunately.ry ffi ffi ffi George is a pet truck. You can yell "George.Yell and George goes straight. . lll. turn right.

lf you haven't played chess. To order your JS&A Chess Computer. but if you are playingagainstthe computer at level two and you are beating it. And with it the world's undisputed chess championship.95 plus $2. 800 323-6400 In lllinois Call . Karpov won. lt not only has six different skill levels. Why not order a JS&A Chess Computer at no obligation. We offered them a $50. A board layout is provided to show you where each chess piece should be moved.includinga hypnotistand neuropsychologist. includingyour $2. lt's like having Karpov as your new opponent-right during mid game. The Soviet Union regards chess as a psychologicalweapon. has never confronted American space-age technology and in particular JS&A's new Chess Computer. Was the Soviet delegation afraid that American space-age technology would win? Were the Sovietsfearful of negativepublicityif Karpov lost to a $100 computer? Or were they fearlul of a circus-typeatmospherethat would degrade their prestige. LIKE PLAYING KARPOV The system is the perfect way to sharpen your chess skills. he had the entire Soviet Union's resources at his disposal. 111. First. we don't know.we had to manufactureit in Hong Kong where labor costs are very low. O J S & A r o u pn c .With six levels and all its previousfeatures. Then. TEST LEVEL SIX Test our level six and see if you'd have much of a chance against the Soviet Champion Karpov. Service should never be required. . We do know that our offer is still open.today. the JS&A unit provides a new chess dimension. The JS&A Chess Computer measures only 21/e" x 47/a"x tt/a" and weighs just a few ounces. You then move the computer's chess piece to correspondwith its request as shown on the display. It wasn't easy negotiatingwith the Soviets. Play against it. Karpov however. Raise or lower the level as you play and watch how the computer's personalitycan change right in mid-game-from a tough competitor to a push over. Dept. We had to sell more computers. We felt that most players prefer their own board and pieces anyway. we had to sell large quantities. . . SHARPEN SKILLS lf you already play chess.the system is now a challengefor any SovietChess Champion. This attention would increase its sales and win or lose. space-age products-lurther assurance thal your modest investmentis well protected. You then wait until the computer examines all its options and selects its move. 1 9 7 8 ffiflffi'' November 1978 288 .Levelfive was quitea challenge. you enter your move on the unit's keyboard. (312)564-7000 G I. There is no risk.CHESS DIPLOMACY Sovlet Challenge Can an American chess computer beat the Sovief Chess Champion? A Confrontation between American space-age technology and a Soyret psychological weapon. Level one was for beginners and as you played against the computer. The Soviet Union may have the World's Chess Champion. We suggest you order a JS&A Chess Computer on our 30 day trial period. We thoughtwehad the ultimate unitwithfive levels. until we developedour most sophisticated unit which has six levels. but it is reassuringto know that service is an important consideration in this program. not iust a game. The JS&A Chess Comouteris a small unit that comes without a board or chess oieces. you can switch the unit to level six. you could increase its level of difficulty until the computer became more of a challenge. after you've really given it a workout.50 postage and handling charge. lf not. the system is a good way to learn and sharpen your skills. Each JS&A Chess Computer comes complete with instructions and an AC adapter (no batteries are required).000 guaranteeagainst royalties from the sales of our chess computers.60062(312)564-7000 CaIITOLL-FREE . decide if you want to keep it. When we first designed it.send your check for $99.Victor Korchnoi. but we suspect Karpov will not accept. So representatives of JS&A met with Karpov's representativesin Hong Kong in an effort to arrange a match between the Soviet Champion and the JS&A Chess Computer. you may return your unit for a prompt and courteous refund. SOPHISTICATED DESIGN The JS&A Chess Computer is designed to look several moves ahead to determine its next move.50 for postage and handling (lllinoisresidentsplease add 5% sales tax) to the address below or credit card buyers may call our toll-freenumber below.even if he won? Honestly. so if service is ever required you can slip it in its handy mailer and send it back to our prompt service-by-mailcenter.but JS&A has a very powerIul Chess Computer and somethinq the Soviets don't have-a pretty good adveiising department. it played five levels of chess. But negotiationsbroke down. Why did we challenge Karpov? Simple. So when RussianAnatoli Karpov competed against the Russian Defector.WJ One JS&A Plaza Northbrook. To play against the computer. we would sell more computers. But we had to do two things in order to sell our unit tor $100. Secondly. We thought that having Karpov play against our computer would focus world-wide attentionon our product.We wanted to sell our unit for $100 even though it compares with units that sell for more than $300. JS&A is America's largest single source of Ihis is the computer that may change course of chess playing history. lt is a symbol of communism's cultural struggle with the West.

JS&A chal. This is perlect lor those playerswho in keeping with the prestige of the coveted problems intricate wish to examineparticularly world title. Chess Computerat no obligation. Level one is perfect for for lenged Karpov to play against our chess beginners." unit and thiswillhelppromote is your modest investment well protected.. Nofthbrook. 60062 (312)564-7000 . decide if you want to keep it.We appreciate your generosityand we promise honesty and to spreadthe word. You Americans have a saying. the system is a good took somebodyto programthe unit and since I way to learn and sharpenyour skills. The JS&A Chess Computermeasuresonly am the world's chess champion.I playedseveralgames at level be required. Test our levelsix and see if you'd havemuch of a chance against the Soviet Champion Karpov.Inc. C a t I T O L L . JS&A is America'slargest single source of enough so that most Americanscan affordthe space-age products-further assurance thal chess. lf Karpov played computer at level two and you are beating it. asked Karpovfor an explanation SHARPEN SKILLS Here'swhat he said: "l lf you already play chess.l979 @JS&A ffififfi: March 1979 289 .even if KarPovwon? and allows for an infinite number of game Quite honestly.You then our unitto sellfor $100eventhoughunitswith wait untilthe computerexaminesall its options for wereselling up to $400. To order our JS&A Chess Computer.setting up any situationyou atmospherethat might surroundthe event not choose.lt haven't played chess. lf you an important point of the entire challenge. The JS&A Chess Computerindeedhas six Anatoli Karpov is the undisputed World Chess Champion. Raise or lower the level as you play and watch how the computer's personality can change right in mid game-from a tough competitorto a push over. lf not' you may returnyour unit withinour 30 day trial period lor a prompt and courteous retund. service is an important considerationin this What I likeaboutyour unit is that it is pricedlow program.. "l Karpov told us (and this is a directquote) have played all the rest ol the Americanchess computers and lind that the JS&A unit is the best value for the dollar. A board Hong Kong where labor costs are very low.pawn it. To play against the computer. Each JS&A Chess Computer comes complele with instructions are and an AC adapter(no batteries required). we had no idea. We suggest you order a JS&A Chess it for 30 days. lt's like wide attentionon our product. You then move the But we had to do two things to keep our low computer'schess piece to correspond with its our unit in price: First.we had to manufacture request as shown on the display. lor such complexfunctionsas castling. . however. so if serviceis ever requiredyou can slipit in its "Garbage in. keep production The JS&A Chess Computeris programmed the our When we first announced challenge. The system is the perlect way to sharpen Karpov rejectedour ofler and quite frankly' your chess skills. . against our computer.50 for postage and handling(lllinoisresidentspleaseadd 5olo sales tax) to the address below or creditcard buyers may call our toll{ree numberbelow. Last month.he would focus world. and got one. good product..I€rpqv Accdpts Mr. garbageoul.F R E E .6 4 0 0 (312)564'7000 In lllinoisCall . Play against Computer and use it. There is no risk.Levelsix is a real challenge any comouter. Mr. would sell more compulers. but if you are playing againsl the Our concept was simple." your Thank you. unlikely that the programmer person could ZVs"x beai me.000otler and spendthe money to on advertising spreadthe word. Karpov and our comPuter. including your $2. skill levels.We wanted your move on the unit's keyboard.SovietChessChamoion.you can switch the unit to level six. centage of each unit we sold if he beat our LIKE PLAYING KARPOV game.We offeredhim $50.. we duringmid game. after you've really given it a workout. And you can help us America. Then. the JS&A unit can appreciate your desire to sell the JS&A Chess Computerbut you have missed provides a new chess dimension.levels of chess. . So we variations. Karpov. Dept.send your check for $99. layout is provided to show you where each Secondly. ffi The new $100 JS&A chess computet will make computer chess an affordable game for the American consumer. re. .95 plus $2. you enter We had to sell more computers. it is highly 47/s"x 8zle" and weighsjust a few ounces. you can forget aboutyour $50. Group.jected Could Karpov have been Soviets promotionand enpessant.Ordera JS&A today." handy mailer and send it back to our prompt "Your unit is definitelya service-by-mail center.000and a per. we had to sell large quantitiesto chess piece shouldbe moved.WJ One JS&APlaza lll.50 postage and handling charge.I will acceptan ofler to endorse the game. costs down. 8 0 03 2 3 . Soviet chess champion agrees to endorse American chess computerin surprise answer to computer challenge. but it is reassuringto know that six and found it to be a challengeeven for me. lt not only has six diflerenl we were at a lossto explainwhy. Service should never Karpov continued. similarcapabilities and selects its move.ltalso allowsyou to alraid to play againstit? Or was the circus-like start in midgame. .This attention having Karpov as your new opponent-right would increase its sales and win or lose.

{hus pitrisr*g *n the nalural ssund qunlily of .. C a I I T O L L .4nd hi* {*orrlH'r!. 0lynrpus {fi lhe same conrparry lha{ nranr:laclurqs hi$tt gualily precisi$n cam€ras afid ap{i$s. deserv$r to sarre 5100.. c$mp?ele iostruction$. MA'''Y SIMILAR FEATUNFS BE:th units il$€ lhs micrnsE$$€ttr3 tape$ that play 30 *rir"tule* p(r sid6.. CORELE$S II'OTSR Both il*i{s h"1vc the natr cBrel*$s lxlolor Coov$ntrsnsl rr*rtor$ rSquire a long anrl fre*vy s0fid cgre lhal ls lrireeround.Our unitis endorsedby s{Jrpresid*nt" You'll$ay0 .irna fiiatffial ilsed in !filrli$jon 0lyn3pus rs a* go*d i1 l. *rrJsr an Olyrnpu$ r*cnrd6f 1r$r* J$&. on {he $thor hand.'19?S J$&A Groun. (313) In ltlinsisCalt. reccrcler is end*rsed by JS&A * presiel*nt who pilslr fi mcre c*sl-eflicieni sinqle engrn* Beacherilfl Bonanza. lC lhe Qlyfi1$us tlelfr3r lt-)an lho Lirnier for iesr nroney? Wg rveren't sur*. and JS&A is Amerr{:a's large$t sirrgte :orrce of $Fase-s$e producix furtrher ass$rfincs* lnat y*ur nrode*t inv€$tm€rlt 1$ w*ll pffitectcd.rds.ri!h fin exlforE8ly l0'. . lha rmp*d8ncs o{ {he micrs. one-year lfdarfaa'lly. tnc. $/* efin 5e1l ysu tlr*ctics{ly the $afis recarder as the Lanier isr much less n $?lvings of $1 00. thB ufi|ts. Tlre olyrTrp*s rn*asure$ only 1" x !1 .nr your$elf .i* a side. julil $fip ycur unil in it$ hafirly mai]*r . nlynrpu* *an *ell ils recsrd€r lsr lcs$ ftl{}ltey l* JS&A.*rivDd frfifi] *n{1*fsill$ pr€du*ls.lhc $.]ncl iend jl in. Jn a. . Oth*r lhan a sligtrt sr*e rlrfl. CONSUMERS CAH AENETIT Hnclersenrentg are very hulpful wh*n you $ell pr$ducls.Endor$ement satile A famausgzlf sfar endorsesffie Laniar.60CIS? {3}S}564-7*00 lll.r:rl ilrtanrrati6ns. tlhililr) refti:|ins $an$larli.l'laf hind $l tar lhs silie$mrln drrvrrs. lirel's salesmen musl lle p6lid exfsn$gs fln'J conlrni$$ifn J$&A elii{isnlly $elJri th{} Olynrprr* thr$u*h lhls fidver{isement il verY dirscl .{You mr{bl *vsn chmk to see \r. In a cor*:le*s m$10r. consumgr* pay l$r endsrsemarxl$. We will grrinlnplly ship y**r uflit.t tile trrlit . That nfiw Cllynrpus ntcr* rt:rsfdr?r shown allc'/e sells i*r $!5$.'inier Lirlit. And wilh sur cDfipary'* effrc. in yQlrt Lanjet $3lg$ repregenlalive. Thpy ttl$o IJay {ar o iarge *ale: lsrce and less efticir}nt mfirkffinq m*lhods. . SSLO SIFF€RENTLY Tlrrl Liini*r is srld thforlrh a naliorl*l r'?{:lw0rk rtf dirgct sal*srnen srrnrlar to the lgM galgs {crce. ltg (lDs*$i *$ml]€lilion is n $?50 rei**rder *nlt*rJ lhiS L.r''s 41r" and weighs a*try I *unces..nd thE *lyrnpus units ere sslidly backed by elfif. Thsy sttrscl &ilentia$ 6nd gise consumers conliclence that thpjr purchase is fflss u$ed hy *om*s*e ffinr*us. When ysu purcha*e an 0lympus from J$&A. For ex.ency.rtnou* golf slar is a Fit*l rv!r* ptlr^ $onslly lfie$ hit *wn f.:ind then puschase the L.r' r 4 . 8 0 03 2 3 .){li*r F*ctorssd by i* lanroun f*ll $!i. srg$Al-lA"rX)|$i3 rfili$_ s* y*rr'll hear ls$s otrier:liftnah{s backflruun<J hissing *r humrning.itatirrn iet.ir FANCY gNffORSEi'FNf The f.ftA OneJ$&APlaza ln'lorlf:brook.}.rmple. k*€prfig PRODUCTS THAT 0ept. S€RVICE AT ITS FE$T Bolh lhe Lanier .$7SS a$ a resu/r" We ftbt et:. y*f li hE* Sra*tsr i*. Thi* Bstrefiely hare.n' x tl. .nr1lse&errl ar:d l*k.i19 last ir liistirnr} itnd illyr*pus r.d'up. lf y** rion t le*t ttra! tlr* hs.hal $e louncl arr:as*ci us. Why not . n* {trrgcl niltionel $aJtls staf{. y*u pxy for just whal ycri gst. The res{rlf is a clear rr}cfrdl${J '. t$rlily? Micto c4lssott*s i?t€ tle rldly&gf racordiltg nr*di*rr €a*il cassefi* wtlt racortl f*r 5{} rnin{rlas p€r $/da.i. A NEW I{'NO OF MIXE 8$lh uf}rl$ al$p ua* an elec{r$l **rderr*er micrspfrtne wi{h i}iJlsmfilic l*rral contr0l.Then carry lh*m tlslh rn y*ur pockel and on lrip$.rx. A $reilt frroduct.by-srd* c*rrt$ari**n. fro rJe t*$k ihern both ap*rl and s.) Then ffial.5S tsr ps$lage xrd handling ttl:J$&A Srcup.ly JBs. f'Jaluralty. o{lt sr}rfipgtiton . L i l $ e f f o t $ 1 0 S J e $ s . and Fe€ na'n rnucll beltsr lhs Olystt]trs sgundg. se*tl ycur e he*h for $150 p{us $3. Jllinoi$ 60S$3. Cvrnpare bslh unrts fesfurg {rr iextur* N E W P R OD U C T on€ cl *ur tap€s a* a gill. * i m p l y r e l u r n t h a tJiarn*nd"llke malerr.}l lor{lue ilnd nr{irs con$i$l€r}t fiilo*d l|13n gny Sther cofiEsfillon.{. Ttle **1f $tar does nol €nd(]r$e the Lfini€r unil t*r lrrle. ons fr*c tap*. Our alresirienl. 1usl f*r Selling th€m.rltsi{re $taor llcnfify pAr{ ol the m$l$r trlak{nt 1l t'ilt*r.lnd in€xpsil$ive way t0 mfirk*t a Fr$duft Wilh le$s cverhpnd.o 6&lab f. $ure pffi*fiffilly ide*lrca!.r1it r}r !:leilqr than lhf sf udis recgrdarg.} lhe a. y{ju may $rder thsm f$r g3 ci}ch nr $15 for a pachagr o{ fiv* (our minimum quanti{y}. thi$ ad\. Ju$q* .ctisn 18 ord*r and iesl lhe O|ympus unil.{i.F R E. It yfiu decidi] ls kesp thF 0liimpUii. s{'!c. Slyn!pus hi'* an oul$tanding $errice .6 4 0 0 . .prastically the sarne siza" HERE'S OUX PLAI.} *rsdrl citrd buyeri mffy fati a*r lsll-frep nrmber below. One JS&A FlaEa. 1n {act. arrd ns exF€n$ive endor$trfienf$."} ill6cir6l *yslom. Ui€ illern at m*elrngs 6r whij€ you ctrrivei{'}ye[]f {i}r ll*xlly give th*fi1 both * THE FENRITE HEAO wsrkoilt" Boill u€'trl$ u$e tefrj{(3 tor lnc:if rr:*crr}ing Then decide. dneg nnl gel peid lor an{r*f$!{]g pfod*nts.I 8ui prave rl 1o y*ursell. {lllinoi$ r*sid$nls add 5o.& After yourqcerva it..j. a gotxi Farti*n sl h.tly" mail lacility $$ no ma{ler wt}srs yor* live. i}uf pr*sidenl alsc drives a t/*lhsw*Eon Rahb't.lll frequ*nni*s rrithsut dislorti$n.ient s*r. THINIl September 1979 290 . ecn*ider ynur. The Olynrpu:. Aller all.It y$u wfrih lo t}rder additiongl *a$$etle$. The Lanjer in lhe $arx€ !v€igthl 6r tll€ illympus end meagurtrs oniy i.)par!.r rs rot as exp€nsive to lly is tha qoll slaf'$ Cilali6n.. .fsl. lhf *rinding* are r}n lhe {:. . But indire*lly.ll '.ll fi1{}|o.9 in{oFr* i$ {.*tfril 30 rJays tor a prcnrpt rn{und prevf nl$ 0rr{rs b*i. Anysnc wha srould {ake ihs ltrnr t* re*{. Havs him bring y*r"r a sanrpl* *{ his unit.:rence.. . To ord*r your fllyrtpus unit l*r ouf (*rtlpar^ rsn$ lri*|.E.$rder an Ofyfitpus rrlcsfdar &t nff iltlljgation. I'torthbrooh. s64-7000 :c' lns.ell fi 5marl sh€pper.rs r{efl.

"'Whelyoun*edt*ssftware. lf I'm suc*essful. Hol{ tsuld thes€ businessmen €xp€ct me In lall for s hoax like lhal. Compuler repair pui€r sa'esman w&$ quile a hers. And Efow wg did. Nrlot knoxing beans about corrlputsrs. But my computer sslssrfiatl wouldn'l let rne."'hesaid. in 1975. ll wff$ and lel us grs. Our eornpuler wa* {inally put tagalher. My rctlen compuisr had bitten rne unlil il drapped dead jusl whsn I needed it lhe rnssr... Bul lher€ con*s a lirn* vrhen you've got lo dramatiz€ an ilffFr to make it intgre$ling and build su$pense to hopefully sell lh* praduct. We ended tan out o{ roarn in our comp*tsr and lus ance up doing averything by hand €nd !.000bul lo I cornputerbuyer il wfisn'l v(orlh much at all. another Cantral Bata checkoulcuslomercrders. l've neverusedviclpncebef*re in any of rny advertiserfl€nts.w. rnsr}th$*well bctore th€ tr978 Ghr*slmas ort{ gro$dh required rnors corfiputer {}r.'o a yearNplv lhnt wouldn't seem loo bad except that rsed rne hs'd have rne up and runnlng in tix po*er.v *ven rnsre^ nsll litne 10gsll it. gagged and dropped dpad. Call for more detail$.000 inlsst€d in th€ the thlngup. yearc ago. Ths m0re I lhoughl about it" lh€ sicksr I got. glad ta lel rui carnputer sfrl€srnafi inslall the "Jae. The syslern *cst rne $450. i waflied a canputar I e6uldn'l out' 6$0 line per n]inllte Fal* produet$ print*r ffnd gr*w. My ccmputer served rna well.000 and o{. M*lre. a lew sirarrge scu*ding and sotlw*re $o screwed up thal our csff'Fuler bsards f:ike MUX and SUX and a bunch oi linally coughad.'r sor"*.sver $300. system*ndhelpus$utamat6aurentjrparderpiccessing cperalicn.rrsalesman quiie sftif i€ni'y cam€ *p wilh a $eason.4discnvsred a n 8w way to mave *ampulers? vislence cornputer if l'll b[*w up my Gsrnpufer snrnebndydoesn'f buy it." And f*iied to lsl! u$ was lhal our cornputer wculd h* pr0€€eded t6 recsftmsnd I complets con' r]ot only savB us mo*Fy but woll'd perrnit us :fi ver$ion !o a iotally n*w *oflw*r* package. l'tl sell it for $?0. | selected a s*ff*yare managsr wha pr*r*" graw.but if I *ell my *orfipui&r. By this time thst il I d*n't Est a dsc€nt price for it. Sn I decided to cffer rny computst lo sorn& end usar by offering it ifi ihts advsrtisemenl.s nsw had t$} a nata used it simply as an on-line look-up sy$ternlo {ws General N*va tll 6PU. e mnB$ler. J$&A pur. lt hetped my company grow.Hsrs'$howttall startsd.l{e l':adtaksfi goad fsre litlleccrnputerthatwould$av*lrsrn*rernsney of it through pr*ventiva nrfiintenanc* pro* gr*rn* and * lst of tender loving caie. I've gol * few Sone Fones f'd like to blow up t*o. l S1?. until the next yfar rvh*n we I wanna sell my fsropulei".0S0fortheentirs$y$t€m. I wanted fin€ tha! | c*uld {arqet atroul^ on€ thet would grbble up rny *smpa]xy'$growa carrple disc drives. and we Add msre t€rminaN. lf I'rcnctabNetsself il. I was tng volurne $dthgreat spead and ef{iciency. and il saved me lbpusands ol dollars in lh€ prsr€ss. llas J. .fihicago to a stffndsiill. And it picked ils d*mise in thc middle ol terminals.S00" I threw hlm out.$o speclacularlywa agarn could find {heircars and gst lo work. Five sticks of dynamite shsuld do the trick. 1981 291 . What silr *alecman You've Sst pl€nty nf hardware already.000 ar any faireffsr. We saved BssBl€ bsc*m* *$ ratg as sn61 blowar$Wefl. l'll hf*rry sta*sd gr*t*ing st 50"r'o we had rlsse to $450. Ths*lherdayldecidedtos*l{ curccrnputer.taday. that is.hardware and I uras esnter$plafingsefling the Abqut six ehased a Dslfi General Nnva ll c*mputer. in llren cnlNed anglher sompulsr buyer and he atf*red me $1S.t"ll plae€itona platfcrm sn ffn emply piece qf property 8nd hlow it up.5&. SS megaby"t* di*e drivs {we ncw had lfrreeJ *nd suddenlywe lound nurselve* r*ith a supsr ll had s*rved u* w*ll. 4S6. galegrn*n. we gotoutaf lhe rnes$ones sur people m*rs n!ffney and our esmpany s$ntinued t* grow speclflcularly. lt c6*t rne a l*rtune trnly lo lose all ils value iust wh*n ws d€tidsd to parl t*fipany. fiy that lime wp had quile a bit lnvasted in three conseantive blirzards that brnuEht sutr coffputsr-. And we enteted January of pr Brspssal te add a few 80 i"negabyteCnntrol 197$ with e c*tnpui€r tos small f our naeds Oaia dis* drives. I called in a cornput*r buyer who ollered me llhrewhimoui.000 and jult ths t*r€* disc drives al6ne cost ovar flfiy thousand do?lsrsneltr B u t l h e n l s q c n r e a l i z e di h a l c o r n p u t e r s depreci*te fasler lhen some ol the pr*ductc I sell and lhat tny systsm ls afl €nd u$sr was v*orlh al least $3S. l"te didn't.realg* u*ed agaln turrled to our evsr-helF Ul efimp{rter an outside ssrvice bureau tn prsc€s$ orders. Sadly. $ei badty psr year.

SS} . you sirnply chsftSe il like you wpuld a flashlight bulb. Y}IE LI€HT $CUCE Tfie $ealed Eeam light source is a tungsten fitament located in a vacuum $mitar lo a lioht bulb.Sack hen.nd to rnake it exceptionalty easy foryou to ord€r. * law wes passed requir. Qver 4S rng passenger cars to be equipped with a headlight called ths $seted beam" Older headlighls leaked and let dirt lrorn du$ty rsed$ entsr lhe light chamber cfouding lhe lens and dirnrnin g its brightness. J$&A is proud to exp*se thi* salefy haeaard and 1o offer such an outstanding praduct a. . And ccnverling your luxury car inlo a garb'age truck may appeal to you even less. he*dlight: a light sourcs.eait.rn them anylime within lhrae mcnlhs. . Oh.ld whiter than ths sealnd beam light and lasls esnsiderably tcnger" THE FEFLECTOR The $esled Bsarn has a costsd Ela$$ ref l€ctor which darkenswilh age. there's a happy parl ts thi* sl6ry" Cibia ha* develaped a quarte halogen sys{em {or lhe Arnericen m*rke! which sfrs$6$ U S. . . ih&t ws'lt givs you a three-month. .ly inslall these European hatagen head. the partictes recycle back onto th* fi. il i$ coatgd wtth lrvo lacquer baths to engure its corrcsion re$istance. Plea*e baar with us while rye describ. Nox ycu're an €xpsrt. TilE LEHS The $oaled Beem Jens is produced like any mass-produced gl*a* pruduct $uch as a pop bottls. 1 i 9 . Fcr car$" il wa$ illegal gut r. The increased satety at niEhl will convince you ot the incredible value Ouring ihe winter month* Arnericans often smash ini* each otfter as fhey overrun their headlights while driving al night.S0} " . You n*ed four of the srnalt-sized headlighrs fa pair o{ hi-to beams and a pair of high heem lights| or trao $f tha large-sieed headiighr*. . you"v. To understand ihis rmerging technology *rd the rest ol this $tory. But wait. the rFflsclor and ttle ten$. . unlike sxygen. The lllegrl Cibl* Cuarft llalo{€n lens ispro. . you't| know rnors about lighting than our Washington hureatrcr*ls. will not combine with ths f ilam*ni. The filament actually irnproves vrith age. is a product so appealing lhat thousar}ds sf Arn6ricans have bought this prsducl . lt's ju*t lhat sifiple. please contifiu€ reading. ihe luns$ten fiiament sventual. we urge you ta chango thsrn aild ss€ th* diflerenee. Halogen gas. but they are in a standard sealed beam enclosurs *$d d$ not have lhe prccision optics and parabolic metal r€flector of the Cibie system. one last thnught. ests). Fsr $o{ns $trange reason iposstbly spscial inter. although lcr *srne rsf.n heedlight with the sealed beam. lhe Cibie quarte hatog€n syslsm. Even il your headlights are brand nsvr.son municipal garbryc.learn facl wcrih kn*wing. Ths Uflitsd $tate$ dectined. The enclosufe i$ saalsd and the b$lb is replac€d sxternally frnm the enclqsure. Whal burns nff the filame nt is afftually suspended in lhe hal*gen gas. There's a *p*ctacular diflerence $o dsn'i be conlused. Laws can som*times gsi ridiciltous. Ityou leern the follewing. There arc big square hsadfjghts and $mall square headlights. There are only three thing$ ihst make uS a Even Gadil/ac ssrngrs lrarg lalren rgdlcalsfel]e ta teke advantage ol the opwrtunty.om lhe law.ir. Ths lighi is hotpr. . Whe{t the b$lb burns crrt. Naw that ycu undarsland ihe hssvy technicsl stuff" here'sa lesson in lighting. f-leadligtrl installalian sh*utd nst scfire yolt either lnstalling a headlight 's only strghrty harder lhan installing fha bulb in a tiSht tixtur€ Or lel ycur lo*al service slatian install thsm lqr you while you wait. 2 Large Flound {8O?OCAOS 4. There's only one rnore egsy-lo. lts tlutes and prlsms nre cemputardesigned and quelity-csntroNted using t€boratSry leserp. governmenl regulations even though these regulaliofts aren't n€e€ssary. Tte lllegal CibNe Ousn: flalogen refleclor is nnelaf. The lllegrl Clbia Quarte Halogan tighr source 6onsist$ ol a tunssten allqy fitarnent in a small quartz glass enclosure filled with hato" $sn Sas. ynu may du so {cr a futl relund including a S5 paynunt for your {rouble. ^1tS.that enceuragsc peffple i* collect garbage" No$ collec{irq Sarba$e rnay nol appe*l ta ynu. 5 0 4 1981 292 . 8ut since there i$ na perfect vacuum. you throw the whole wcrhs away *the butb. A Europ*an quart} halogpn sysl€m function$ ttr8 $am€ v/ay.e $sme haavy tech$ical sruf{" fIEAVY T*CHHICAL STUFF Pactufs a {leshlight with a bulb.F0 4 S m a l lS q u a r e( 8 0 5 0 C A 0 9 . gc* lfi und€rstand lha difJare*ce between the ssflled beam snd the quartz halogen headligfrls. nol glass. HncouraginE *ll lhi$.S0 ? Large Square {S03SCA0S 4. . GARAAGE ?NUCKS AFFFOVFS It sonn became illegal to use any olher lighl but sealed beams. vrhich r'vas nol a sealsd beam. The quarte glass withs(and$ the lremend*us tilam€nt h€at {sv6r 3"0S0 d6gre€$ compared to SOSd€E. Thi* r. We are ss ccnvinced thai the *ibie qu*rtz halosen headlights vrill make such a delightful chaflgs in y$ur driving.arnent. and goes through a prsgressive die $trmping prsas$s besause its exaei parabofic shape is criticsl to rnaximum relle*tivity. na-obligatian lriai pericd. Alter fcrming.S0 4 $mall Round {8040CAOS4. the tawrras gc*d" Twenty Vears ago a csmpany calted Cibie in Furcpe d€vslop*d a fighiing technology using I quart: halogsn bulb urhich doubfed ihe brightness of headfights.vill give you plenty of tirne ls instalt th*rn. $s it's not suryri$inu to digcover s lavr. rellectcr and a Isns that screw$ ovsr the rellector. ya*rs ago. Bul whan a rsalsd beam hoadlighl burns $ut. duced usifig l€cfiniqu€s $imilar t$ cam6r& lens design.001 . lf you wi*h ts rstt. There ar€ olh*r qusrtu halogen headlights that use the quartr halogen bulb. The end result is a precisely-cantrollsd $y$lem which rahan installed in a car producas a e&ite light whtch i* evecly distribuled ovsr the rcad ahead and does nol shins in lhe €yes of oncaming drivers. There are big round hendtights and small raund headlights. ll !ryasso $Feclecufar that Europe adapt*d it overniEhl. When the bulb corls down. bright€f e. lrucks were exempt f. facB to creais ils super reflectiv€ proparty.cadillac Carhage Trusk ffere's wtry it paid ts turn ysur luxury lar into a manicipal garbage frucfr thanks fo a government mistake. . This means you can tega. a reffeptorand a lens_ The {ollowing describec the*e Ihree lhings and compares the illegal Cibie qiJsrtz h€log*.ees with sealedbeams]. lighl$ \'rilhout breaklng the law and witho{jt having lo csn{refi your }uxury car into a garbage truck. rras oaly allowed en municipal ga$age trucks. llera's the srory. hswever. N6r in ths rear view rnirrors qf those in lront you. and lhen alumirum vxpor is nxpl*dad onto lhs *ur. . Headlights cprne in cne sf four dif{erent sises.$Sf. . to use lhem and ls expsrienes the difieren*e. S 0 ) .so$ls svao openty violating lhs law.y ccrnbines wlth sxygsri and slawly burns leaving black depos*ts on th€ raflector.

.0o0 carbon batterie$ tn able. in$tructisn$ and live-year lir*ited you-lt need l0rlhe C and P-e€ll. lt't green and rnss$ures ?" in diarneler by 5" in lengih" After you insert an AA-celt bnttery and press a small switch on ihe bach of the unit" the'€lectronic piekts bec0mes a {lashlishl. retufn tha sompl€te purchase {inest and rno$t snsrgy-filfed high-capecity over 1. regardle** cl l'/hat batteries at no obligation. but il can psw6r any efaclr*ni$ pfsduct lhat uses D. Instead of slocking * varioty of battsri€. must take ths award fnr being our most ilnusual prffducl ever. tha baitery dssign that provides all th€ power 9fl"P5 {00e1CA07l. you've gat a C-ccfl. $rilpllE csl{cEPT The eoncept i* guite simpl*. yau'r€ right' It's a *tupid product thal nermslly $s'd nevsr intrsduce if it weren"l for those craxy batterie& shown abcve.95 tnserf lhe AA*atl ir|t* lhe batterT cornpedg-vatl batt€ry i$ only ffierrt ef the t#ltypc#€bff ete*tronic Pickl*" {s020cA07 3.e. you simply purchase AA-cell rschsrg€ables and s kil pf ho$ow C and D-c*ll$.95. J$&A ha* h*ndlsd plenty of unusilaf prsd' ucts. "l'rte h€srd of lh* " llcw wait. lt ftrl. tselore ys$ reach far your phan* lo srder one. when you g€! ts tho savings with lha D-cell ilnits. Even if your electronic pickl* is powered by lhe savings ar* mpparent tscl{$ HonnAL 1982 293 . every gaad terie* rx*uld definitcly be more praftiesl' btlt should be poar*red tor peanuts. WP'll send yau the batleriss. Lel us explain' HCT YET AVAILABLE The electronic pickle is not yel avarleble We wers c{nsidB{ing a pateilt until *ur productisn enEineering taam ate lhe prototype shown ahrve Bst the batterles are indeed available righl n*w. Then il hattery) lasls fsr flve years and i* onB sl the Dynarnir Al'*ell ballery can be recharged keep th*rn. replaee 14"000 fifty-csnt cnt*on bafleries. I{OLLO\T' TECHfiOLOGY $o pcwertul is lhe AA"c*ll batl€ry that rvith rvaffenty.$. grsat.OCI}.U$inS one Dynanrie high'sap*city AA-cell battery to make yuur arvn C and S'celts means thet you 1) al$ays havreihe corr€ct batlsry handy' and t| you can reeharge them easily wilh a simple sin&le-sl?e recharging unil lhal i$ s$Pplied with the sy$ism. we h*pe yau'll already own our Oy*amic pickle place tho AA-cetl int$ lhat hcllsw C battsry any BBplication. No prcblern Simply Nobody would use 14.*0}. yoti simply $lip the C-cell lvllh ils pc*rsdul AA-eell ints the S'eell tube and you'vs got a nerir s-cell. however. C or AA"cell bstteries. The bati*ria* are part of a nsrv inv€ntisn ihal can nst only power lh* eleetrcnic pickle. Let us sfiy you svn an electr*nis pickle lhat takes a S"cell battery.pickle pourer An amazing n€blrdrscovery may chang& the wAy we plw*r Qur Piclr/es. use lcr c*mPsnsan." And quil* frankly. The electronic pickle looks exactly like a pickte y*u'd lind ln any pickfe iar. Then really t*st lh€ batlerie* when The Oynemic In$lrumenl$ AA'cell resherge' only one charge il will oull*st 14 carbon ba!.litn mcs! re' chargeable batteria$ is thsir hi$h cost" Wilh the hr'llorr bgtlery conc€pt and lhe new Dynarnic AA-cell.lSf courg. tle saving* start lYith the ltlw price af tha AA-cell rnd really bscorne dramalif. firsl describe whai it doas and horu it's Pswered' a *-ceH. C and D batt€ry lilb€s and reeharEer cosl only is4. &ul *tap.vou receive tfinrn" €ven your child c*n msk€ a you decide to able batlery shown above {thst's lh* smallesl terie$ $ndcr ahigh 370-milllamp drain' And the b-cefl *ut ol an AA-cell. Our produckon engrne*rinE fedrn soul$n ? f6$i$f. One af the disadvanlages l. You *an srder a set o{ lpur AA-cslls plus {our of the hollse/ C & 0-csll tubss for snly SS{. Like aur $1$*0 Laser Beam Mousetrap sr Bvefi aur Mnkey Mause Calculatsr' {Neilher sold very wnll by the 1ry4y.this exarnple is nci very r€ali$tic. batteries ever develoPed.battpry *yslern After a'l. Ord*r ycur luhe abave and prestp. Th* kil alsa ineludes a smali reclatging ilr'lit whieh can also rscharg€ th€ Oynamaf g-v*ll battery.000 times. The secrel *t th6 syslsnl is nst snly the holhw battery 6&ncept bul also a new AA-cell hattsty ys!. we'd bstte. One dynarnic AA-cell can package and we'll rstund th* €fitirs price in*luding psstage. Ysrr $el ot four AA-cetts." y*u r'nightsay' pet rock but dre efe*tronic pickle rnight be a Iiltl* l6c much. today.) The electrsric pickle. Alkalins or redhargsable bal. Whsn our ele*trsnic pickl€ besorlgs sva.

lfreir life depended an ill Anel th*n there wag tfi* prabler* of inclsllalion. *sl yftJr ernefsency lransrnis$isn THE RIGIIT TEi'FEHATURE brehe and lurn on the air-condi(rsfiing. hire chauffeur* tc sisrt their fflrs white they'll they sifiy €t a saf€ dislffnc€. i! you plan A$d th* price af many €uto a**gsgori*s ts $tarl Vour car iro'1'rtwo blocks *rtay" yor*'il sxceedx $4OU $* suf sustsmers. lh€ car ilnaiautornaticsllyturfis clf fi:* car.!rarranty. Bul whnt il you with rnarrual tfansrnr$si0n.fi$0 cu. but y*u'll nsver lose your !ile. lricks. And tinal|y. The fq€rnnts Bumb Ngniteri* n*lhing mcre lhan a portable rpffiote conlrBl devise thsl slarls ysur car frnm xs lar away aF SfO {eet-.re*n $50 f*r an American car lo $'140inr a yvalls ljrnits the di$lanc* slight|y allhough Mgrced*s.[n *hort. lhs Csmputpr il irl a plarn brgwn wrapper.ir gangst€r rL!$l$rner$. snd wanls lo have ssrnelhiftg difterenl.. ll will Frrmp il"!eeccelerator at inlervals $SZS{8060C. Soon il's lirn* bul gadget eonnfli$ii*urs* ihs ear enthusiasls who wanl tfle ullir*ate auls gadgel. The manulaeturer thaught responded Sy turning lhe.on i* lilrfi*d cn. $ufllfipr or a ?rarfnfsr rn srinter. s$n$ writers and politicrans s$fir miqht evsn be g. however.Mafia Gadget a Annaunclng great new praduct for custam*r wha a spec. of cnurss Order g*dget for anyone who really enjoys gadgel* $tar{ perform$ a ferv rnore well thought-out your Computer Start al no cbligation. Our gadg*t {u$l*merf wc*ld rathsr pres$ b!"rllont 6nd read displays lhan crawl under cars to install a corfiplicaled dr:vrcelike lhat.rs can csrfifs$ably and frorn a dis" t*nee $lart your car$ wilh compteie peecs s{ rnind.alty-targeted doesn'f want fo be quiteso targeted. in park. f*rg*i you starlsd y$ur car. ln fact" the product *a* called Cornputer autnn"*a{ically shut down l{ avsid any batt*ry Order one. In*tallgiicn is really na probl*mfcoking *r":ld wind*w won'1. nut plenty (]t ch*ulf*urs aren'l $s haFpy almilt lhrs arranffernsnl eilher. and th* sun is lurningthe insideaf y$ur car inlc a pressrrc ccoker. Think o{ it."ThRtmeansyou tion is 500 f*et *ul we !{*rg rvrong.fer ensuEtr $o thal the l*rpeet o{ any r*rll 6rxFlosion be rninirnrzed Now all yol"t gangst€r$ an# high-ri$h chau{lel. the &ir" leffipgrfilu{e? fven if ycu keep yo*r car in a cundilioner llrrn$ $n and the inlerior l*msarSarage.s/e on want$ to ctes into a ccsl air-condilionedr8r in $tarler ontil the caf $tarl$. manv $t tle disapp0rntc$. JS&A ha$ 6vef S00. start atlsr $&veral ett€rn$l$. hat!€ries and lhe ths Ccmpuler $tart that ihe producf lryould excellenl lor anyone 1.l'shoiling polgntial cosl$rrrgrs were not iust gang$ter* hot €]utside. It rvasr}'t l*ng befcre we realizcd th*t sur You're nnw sitiins in your *rllice.Ingsler$. th$l is.Ths r€mol€ Sanssisrs. l.il'* a bamb placed und€r lhr ho$d *f a ear and s*l *i{ when the ignit.. i&stel{it and enjay a eonvenience Start and nci Flemole Bornh }Snltsf.. Our curr*fil $nit witl not be whc parks a sar al lh* ofJice nli day and rrhs tgmperalure. tsday. the unit r{lll But don"t jur{ wish you had one in your ear. Then lo$ the pnger's di$tar}celimitaHOIV WfiOllG WE WEnE "llne flt $ighl.*tarler for betrveen pager. S*me ar* lanrcus rnovi* sfars.lhs devics dses indesd Ccrnpuler Starl lo tle plenty ol fun.rte *ach other rs th* car bnmlr. Th* ifislall$lion takes a have a rRaxrrnurn elear palh ol 500 feet {ran gffrag* rnechanie aboul lws to th{es hours or the pager 1oyonr c*r ls $lart it.t325 {8070SAW 4 50} l*r cars high Whc watrld pay $3?5 lsr a gadgei unlnss possible lo save g*s*line.. 5a il's not surprising lhst wB have li$ally corne utr wrth a prcducl lhat rnighl nppeal t0 *r. lnragine ln leav€ the ot{ice. GAHGSTTR$ NOT IH UIT*O ELFCTSONIC ['IRACLE The Cor*puler Starl 6{jm€$ wilh in$lr$clions When the Renrol* Bornb lgniter waa lirst Whal happened was dnothsr r*iracle of that ysur mechanic will e. walkin6 up and la havs il r*nning and at ju$t lha ri$hl Ffe$$ e buflon and ysur €ar slerts. ssrfi* car$ are difti*rrll la $lerl--esssejallvin cnld lceath€r.lsl Eefcre you leave yu*r car. One ol lhe {avgrils ways Sflng$tershffvs lo slirnin. Thsrs *re thausands of differ*nl {requen" cies usgd in the ilnit's pager.rsily *nd€rgland and Freserled to J$&4. $a thg chances al anyone el*e'n pager slarlirq yout car i* very rern$ts. and it will c*ntirrue to turn lhe \ryOrk cfir$with dreselecgin€s. can *a*i[y Oesfiite this safety limilation. in rnlnd. ho*rever. Ofi**. ofrlil ths introduclisfl ut the ffern*te 8*mb lgniter. whcm drive prclty expen$rve cars. Ruto 1982 294 .$01lor ear$ with aillornaiie We thoughl.5 ts 3. ll you don't qel ts y*&Jr be{*r* srx 1$llselve maautes. ll'$ nsl very aice. *re n*t slupid. afid lhare il elands running merrily sn? N{} problgm. Howevgr. singBr$. Soing through bet'. guest f{] your car wilh an arnpor"lanl Ysu tak* sul ysur slim pockel lrarlr*'rittrer. !:ul il csrleinly dor$ lhe lst) GANGSTERS NOT STUPID Gangsters. The Cornpuier $tari a sns-year lirniled r. lhers ar€ limas erhsn you'll nish you fiture $tart$ l* dr$p hffd the C$nrsufer Sisrt. And frnalfy. Yru rnay lose your rpr. Here's l#hat we mefin. *ilt h#re"e how lh*) way [s warffi up ihe ear a few rninules before device wrll work tor you thrssumrner ysu dflve away ln tact.lhat ih* tosl $a$ ts$ tn bring down lhe idling sp*erl as guickty as lran$nrissicn. Noi sa happy. vle {aund the ai{ord nne. lt {h* ear dcesn't arg eorning ou{ wilh a ilnit for dies€lc tater." {ofi*rs. and th€ c r a r n lhat sory few rar nwners have" A*d \re'll send rilanufaclurer lhoueht it wsuld be ths *ltirnale Oncu ycur car is runni*$.qni 4.5 $ecofids depending sn the sulside sy$t€m are supplied. $im$lv *xptrained. if w8s donB sa $rithsu{ $pace-ffQe eleclronics. a Er*al w{}rk ofi evsn ih* ms$t diflicult-tr}-slart ears in esnvenienre ifi h*l or cnld t+€alherand a greai ternperatura$ belaw rerc. il's perlecl tor f. ysu put your E#lawayS.

}. $a you may innoc€nl" gul truy on* of your blcod pr*ssure le$t€rs. ll$ d*srgn D€rrnits nne-hanrJ $psration thanks io lhe larg* V*lcra slrtP. hols Js&A wxs indeed lhe tirsl c*mpany lo And a periodre eheck mighl lust be ofice * Introduc0 electrontc blood pre$$ure rnoni' month lt's really up lo you and your phy' tors arrd how w* w4n awards fcr this setiv" sician.rr copyvrrtler a isrnifiarirallon lecture and then tell hirfi know lhey have rt And hypefiension espe* is curable. iust the act o{ reEularly taking $peer. when you'te had it lor awhile. and t ?hink I'd lik€ lt] signs thal ysu hav* it." Owning a blocld p{e$sur* monllor an{t Well Mr.er my que$trons. ducied at ihe Univer$ity af Wa$hifigton in TH€ SLOOO PRESSUFII STOFIY Seettle. The eleclror.are you hnv* Ws get lols of mail-rnastly orders' Bul and rerneins therg. We nb$olut€. Hyper{erwiun is a very seriou$ disease for "Your nelv t$. He then tisted a trur:ch of qusstions wr lhe hnart rnlrst tlump harder" The hesrt There were obvi**s thir:gs lherefore enlarge* and *ventually.o reason$. imp0rlanl. rve're going one $lep larlhst.whe] nsw have hyp*rleosion. W$'r* your blood ptsss$re appefrr$ to hnlp lower g$ing 1o rnake you aod *ur cuslomsrs exblnod cressure as was provan in a $tudy son" perls sn bl*cd Brexure. Ycu then release !h€ air frorn the bulb and lhe needle starts to dtop slawly When you hil th€ diastohc readrng a red lighl goes on arrd you nols the reading while the nbedls sonlinu€$ to drop. $peer. this extra burden.A one-year limilad war{8nty als$ accomBaries each $nit. 1 3 9 " 9 $ 1982 29s . M * d e l 3 1 0 { 7 S 1 O C A * S 4 . Onee in place. E*eh unit ais* f..bul I sugpisdult. ycur pulse rate is disPlaYed. The cufl ct each uni! ha$ a $ound-sen5lnE devrce wtlrch prcks up lhe sounds cteated durinq *ystole and di*stole. Our produclsar€ tops but Somelimes il taks$ out cuslsnter$ lo keep our adverlr$tn$ pefipte on tsf) {ao. {herJ t$ lsl the cuslomer knnw axactly wrrat cially in ii$ early slages he'fl get. Thanks Hal lfe reatly needed that. Secandly. When lhe red liaht lurns ott.lhal (di6$tols]. ALL BATTEfrY-POI#EREO ?h* units are all batlery-pswsrtld wilh the anafog u*it using a I'volt battery find the digital unii using f*ur AA cell baiteries' No. vou're ripht. $a Mr lronically. advertisemerrt And hs ryas right. We're hunran and accasionally we goof. itv. When your blaor:! rnils you ts attaeh the steeve 9S out asEistance. irflporlafil reaclings to take {such as ffre two ATTACH SLESVE YOI"'RSSLF 1?0 over 8Ol" The 1f0 i* the sy$tslic feading You sirnply slip yaur erm into a cutf will'l s while the 80 represents the disslo'li€.1596 gifens two blood pre$sure unils flow ol blood again*t ths adery well$. poifil$ !o lhe corr€ct r*adin$$ as $ppas€S lo a When y*u m€asure btroodpr***ute' thete digi{alfe*d sutJ. First. ' $ 6 9 ' s 5 M { } d * l 4 I $ g { ? O z C I r A C I S 4 . That's all lhere is 1o il and ii's really lhat simpte t0 oPerale. This which in *ur opinlon reptessnt o$lstanding rsaches a pesk wilh each heartbeat quality and value. there are fio otll'lsu$ Mr.. rno$! dofi l Se$t you Eile yor. pressu{* g{}es up {a and beysnd 14p 61'err custsmsrExplodes Our upsef cusfnrnerPoinfed oat that cur la$f bload Prsssurg was l*usy. Spe*r's lelt*r slarted *ul. ctrog and b00kl€t?" ev*nluallv chcke *tt blo*d ls lhe haart.t'll sEHsE GCIos coltlloil probably send 1nan oriJer. Elor}d presxure is lhe torc€ €xeried hy thc .r sit bgck as ysur readings 6re aulomalically displ*yed.strske cr kidney ixflure0{ lhe estiffiat*d ?5 rnillton American$ formatrvecopy even wordy copy . This Velaru fasten€t perBlocd pressure ranges {r6nr ff low of youf$ell withover 60 up to 140 cver 90. There's noltring to ohserve. One unit is only $Sg 95 ores$ute ($ystol€l and then decreases between beats and has an *nalog display {e needle. lf you'it an$\i. we tailed lo c*ver lhe ba*ics.0 0 1.orn*$ eompl€te with a handy carryrn$case. We hope sur desctiption rn thi* adverliss* rnent is ntore io keeping sith lhe 'l$&A gtyle 6l adv€rlising. loses there a bsaklet on under$tanding the blood eflicrency and pump$ less blood with each instructrofl pres$urc readtngst Was therc 3n beal. 5 0. you prrmp air inlo the sleeve wilh tlre allached rubbsr bulb until systhe needl€ goes beyond your estrrnated talic reading. You inltale wruld with sur rnadel 310 and the cull as yc'r.ie eireuiiry thcn inlerprels th*$e sounds and visually di$pl*y$ th€m as eitier a digital readoul sr as a m*ler reading. Our model 41OB unit sslls for $l3g-SS and cornes with a digital display ol your dia$tohc and systolic readings plus a reading of your pulse.Ccurrenl '$ r#quired.. lv have {he disease until il$ lale s{ages wnan your 6oFy cmits a fe*r {hings t GDnsrd€r it's ctten los lat€. Aflery w*lls are injurred. brain or k. .checklng your blaod pressure fleriadieelty i* ly gocled. "Wa$ lhe unil hatlery-po1s*red? Was like. New Yorh was one of HO OBVI0US $lcHs tnem.. ln our desire ts lell the $tory ol a good cqinmon$En$eway to prol€ct ysur$elt. cfllalgg arrived loday. the hearl weakens. gu Velcro fastener.dneys leading lo heart altaek UFSET WITH WHIT€N ''l And then Mr. the needle is pointing to your sistolic reading. cl-tances hypertcn$ion {anotllsv*ry once in auhile lrre Sgt a l*ltcf lrcm a high blo*d pr**surs sr cilslorn$r who i5 upsgl veith#ur iltlvertisln0' er nams ft:r high b[s*d Ptessute] Hal Speer ol Sea Cliff. Sp*er eontinued' likc in. Aleer lhey are display*d.{I. all batteries and complele in$lructions. *nder f*ile$ 1& answer.

JS&A has officially petiiioned NA$A.lilB$ chesk-out Frocedure prlJ$&A 1oavsid pot€n{ial lawsuitc.r're thinkin$ ol a raafiy novat end di{inlsrest*d in having lh€ir prsducls cani€d sn ferenl gifl. When the Wright tsrothers frrst I'ICI FIRi' AN$WER faunched lheirflyin0 rnachin€.nobcdy dreaml As we menlicned. cosTs AB$08BE0 Your css{ far the flight wiil prcbably be rro rilore than a ca$ventisnal tirstclass raund-the$rsdd titket on a cornmercial airliner or aogrgximately S5. J$&A has obtained enough intormation lrom NA$A officials to give irs cu$tomer$our view cl the . hsrneccming p*rndes. you will describe all the legal stufi rsquir€d by i. This stficial ressrvatisn ceriificate and csm. Th* posler witl sfate ''The New The llight shculd never h€ boring.countdnwn tp appraach lift nff. The $pace $huitle is no ths NA$A Spac€ Struttlelaunch rnay ds s* by exceplian. $pecial landing $ite fsr the *hufi'6. and th€n ysu wilt tty lo Cape Canaveral tn prepare for th€ laufleh Prigr to lsunch. Who cculd Ftages arld lhe 6x8cl d&te$. you will wail fsr th€.allsunch camlf you are siocere in wanting to parti{ipats in era. thsr* $ill be a shsrt medical memorative poslsr ar€ av8ilabla ior onty 930 debriefing by doclrrs and a national public {0101CA093 00} or for onty $20 (0iOZCAO9 app*ffrancs o$ network lelayision riqht at the 3. At*r yorr training prograrn.snnario lhal may tahe plaee if you arp among the lucky cnas w€ sslsct to nartieipale." Then some line print belor+ of salellites trom {he $pace Shufflc'r bay. sleps ahead of their liins.llliiiliil." ol commercial space lravel and space coloniThe psster wa$ drawn by sne of America's zatiOn. $ince all cloth€s and requirernents will be supplied.i1+. selves. lterns. if nfl sy*tems are So. Fhote Gnurtssy IJASA. Tl. final perrnisslon have imagined ths hugs 7d? airplans or the and exact cosls have not been finalized. and sleeping. the first fo learn the new lor the syenl slarting with llris issue of our lectrnofogies and lhe tirst to erpsrie*c& the catalsg. TV cov. to be he ttrsl companf to book comrnorstal air lravef *n ths Snace Shutlf*. 1i:. JS&A has granted ABS ex*lusiv. Finafty. this is stitf in the planning of iis conmercial applications. advancs p*rffission must be granted belofe you can brin$ any other sbiscts on bosrd. Once approved. lhen climb qn board th€ Spacs $hutle and ass*rne yotr passenssr pc$itions.+:t ii:f:: eoultTDorr{H TtuE ll'$ then corffildown time. Once on board. 1982 296 . $psce might lnok likp rnillions ol lighl years NEVCR HOEIT.fi . Aller landing. Each year. ln ensrmou$ nurnbsr of air pasgengers lhal roulacl. and in {h6se les. hfilrev€r. who know$ where pos*ibls.yillsss lhe sata. J$&A prssents a unlque eurpr. flight is launched and beside$.:l: ti rll:ilirt. those interasted in partiaipattng in prod$cts nf tlre futurs.Ycu f.npanies It yoi. an rnind lhal il maY take Vear$ before suchra ganize local homecomrngf esiivities including. you willwitn€ss the r€t€aae Spac* $huttle.eighllessness. il will be. vation earti{ieate. the Nalicnat Aarsnaulics *nd $nace Adrninistralion. lrs 6re eonlinuins lo prepsre firsl on the black. r*s$! of the exFsns€ ot the mulli-milliondolla{ launch $rilibe absorbed by carnpanies whe will b€ ptacins satellit€s in orbit during the fl'{bt.1fil1''i. il you are a ball-bearing rnanufaclurer. lrtsrh Hickerssn. Each posrer wiil 6rag€ 0f ths €vent. yre haven'l received a lirrn answer J$&A custorners havg ahvay* be€n hr/o lrom NASA regardinE cur p€tation. you will rneel with ne'{spsper r€porl€ns and TV commenlalors for bolh a prs$$ briefing and a questi** and an*wer period" Yau wifl thsn b* driven to lhe $ite to examine the $pacscralt and iln sysierns. cify. Al.ffijl*tiiiigi *fiffi*rii'riiliili $pacs$hutus Expenencsthe thritl*f outer spac€ wittT ssaf on America's cornmerffial a firsf gr-carrying pfi$seng spaes fligtrt. Fcr exarnple.s. local wfiat I'JA$A will say when thay read this? teleyision appoaran*€$ and lull newspsper Ccmmercialspace travel is not here yet. you rnighl raantto brirtg a sarnpfe of your producl r/vilhyau €nd laler claim that your ball bearings were o$ ihe Space $huttle. xe slrcngly recorrr$e*d th* otficial board ths $fruttle and thsy include Brcth*r rageruation certilicale *nd crcnmemorative Typewrit*r-as fte launch's olticial typ*writer. eial p*s. We will supply delaits tater in this article. $omelime drring the fligfrt" you will be al" rnemorfitive paxl*rol the plsnn€d svenl.scngers in outer space. The flight wililast a fewdays and rryillbe pfinled u$in0 a conlinuou$ tone lulllanding will occur back at Cape Canaveralon a color prinlinq proe€s$ oo a high-qu*lity paper. althsugh we haye talked lo $evsrat NA$A tinely fly every dayr officials. pfease i1rrrits a t6t€r indius ASer lhe press c*ni*re&e" you will lhen b€ caling your inlerest. lh€ sophistiuatedguidanca $y$tefi$ and words.SO! lor J$&4 cust$mers rtls Ourchase any site.oth€r item trom lhis catalog. the progress in our nesotralions. yau wiil be givsn a few days aorelax.on ean be graotcd. B$l coverage. participati*n in the first pl*nned cornmsrcral During the flqht.45O. lols€d in lhe m€kpit whsre l.IG frsm sarth.cral pfi$sefiger-farrying $pace tlight in hirtory. $pecial awards wrll be grven. the Nimslo Oamera fr$ th€ oftic. Fieserv* a seal sn lh€ firsl tornm€frpquesling a reservalisn *€rtififtfs and com.an axaffrine lhe on-board csmFutSpae* Shutlle in full color along with the ers. You yeiltfirsl use lhe NASA launch pad washroorn. and fin*lly we h€vc not yet decidsd on the the lirst csmmercial $pace Shutile to carry afticiai tilm tor thp tlight atthough Ksdak snd passengers and do not wanl po$l€r re$era or Fujr are bolh stil' in lhe running. be individuallyshipped in a large cytinder" JS&A has alss Sranted rights to cor.Ccrnmsmcrative expgfimenf$ tc deterrnin€. yor: will attgnd a one wesx ccur$e conduct€d by NA$A instru*iors Io prepsre you for wfiat you wifl experisnce in flight. Although datails have yet tu be linatieed *nd lhe ex*ct launch d6tB is slill too lar cfl to sne.lhe future f€€sibllity Postsr lor J$&A by Mark Flickerson. and filally you wit| be able to tske the pfspo. yau will lift sff at 31&S's {grlr lirnas the prill of gravityJ and become the {ir$t sommar.ise for the holiday s€ason*a gift so unique"so unusual and so rare that only a fcw Seaplewill ever enioy il. aating.$ed€venl wilh a piclurs of whal auler snapshots of all this activity. "{your name} has be6n aecepl€d tor the Space Shuttle's in$tr$rl}€fitatis$.According ro lhe t€w NASA officials we haye talked to. you wilf Fronligr --Aneriea'g tirst csmrsercial pas$enbe ask*d io parlicipate in a series o{ sirnplo ger-carrying space flighl. There will b* t*chnique$ laught on ho'# to handle *.lA$A a$tron8ul* The offi*iat {pservalion csrlificats which will wilf perssnally describa th* ftight sysiems to bs srritable lor kaming will have a pieture of the you.Please keep The JS&A public r*lations departmeni wiH or. This ygar we've ouldsne our. or to initiatingthe bum that 'rrill place them in The commemoratiye Bs*lFr will proclairn linal orbit. A horl nf cfter pfty$ical and mantal €xsrnises i#itl be presented to prspare you lcr ycur flight. Your assistanee will be very important top space-scape arlists. post*r for the person r*ho has everything. lvi|l be tirnited in siee and wsight. JS&A will randomly s*leel the six participanls from a listing of lh*$e aflt€{e$tedpartios wfo apply. Paseeogerswill lirst have lo $nderS6 a r{rutine physical befor* flight csn{irmal.reyare always the Neverlheless.t. and we will gdvi*a vou of lree to reioin your families and travel home.

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S*riflt. l'nr *ure ihere's a w*y to fi*{ ffrourrcl " it Thenx*dd*nly.q ytlti **1 il. hul-l*litrg vrilh *r:thugiasn'r ''.Dr:t' guns. can say Juki fi"wfin* hl{lh fiLJilirty rn Ja$frn "Then Juki decid*d tn q*i int* tlte lyprwrit*r husinsss hy going *gainsl IBM in the nflice lype'. ll . ..' rephtrd $ab tne J. "Juki?" | *sked. and thfy hec*fi* lils lilrile*t tyFe\-/rilers rfi.l? .Aflor all.l p*n and siarlcd dr*wing s*mtthrng nvsr the *arne Juki. A{1Sth* pri*lrrrg hear:j n:cues rthen u*xrJ vrith your computef bidir*ctionmlly s{r y*ur lellets are t.'e "PraduclnThatThink" pen lake sur rrewJ$&S.rfini*r." ?1*0 Ookr.rhieh you rctu{n$thF prrniclement".iuhi's.aulufililii* underltning ilt.." h1* B*Lr tlren ope*erJ t-.hn v"'*uld 14.Drdera Juk. eh*ve .r-.a.rlrji:* delighi*el lfi l-rent.m. y*u'v* d*fte an ej{*ctrlsfi[ 1tlb.nrJ thet'* *'hnn 1"/c *rcre *rki'r lhan ". h*'* l:reaulihlit ldroks flnd he. 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"Ycs.his excrtsrflefil ot'rerwhal wa$ 1* *i:viuu*ly a'. *v*n 8*b harJitrsrvorlc oul lt}r him.*1"1i a Japan€*e csrn$:erl1{ ffd*mali* sl*de{i ir1bu-tinessin 193$ rnoh. "l'fl1 "$"iour $*r8 fi':r pl*aranl.. th* SAfia {?{}0{lrins thAl rt.. rl yo{.h**!pt'nling elemenlxarc *asily inTh* lofuhailgesbls *fid '*\.rt {rttr.S0} Juki 2t0S wlserialinlsilace (609rF *.111"9 "R*aily" Jr:e Tflal'* Bob? ls it re. xlu-narrai l:thl-i!ei$ht l'lp*'t{ril*r.4ller you'r. l'iis erllhusiasrn. iyp*." }-{e as ii to sir?.N* $th*r f{mparly ha* *vet 1#c* iwtrr.{ttlridqe *arbon tit)*sn* $lfiltlty pl*p irr " {*arrirg fit lhs rYroiith. And ncw Jgr ih€ linai sufprlsf" ''Ypu lan ml$oselJihe Juki rn*del rvith a $peci*l b'Jilfin printerini€{18{:* {cailedlire J**i '""hicltlst* y*u piug yctrt lypswrit*{ Inl* ft*fl] a h*rE* {:*ifipuler :in# pr8$t.rllycatlerlJuki:?" 'r{irt:11 *alletJ. on a high'q*ality Julti.8r4! *rs a\lelilahls. Srnuck*($ elefl *:undr f]*lt€r".rrrlrng Fv*ry key c*n be su(h a* sxThete *re f}sfll l4air.*urs iuxl lot buyrng lhe . !*ii'vs g*t ff l*ller' quflfrly . tlrs. n$e nr*tiono{ lhe €L1r*spsild fh*t the btdrrecli*nal ':l*u.." "Br:b.ltalfrql1i3?Th.' I *igh*tt.jrlki thcn clecid*d i* efiicf the . Ycr.rtrndtha{e'$ a l?"ehara*ter trufier 1? arrtj nlerrilry *irr:ulti y*r-: lyp* l*$ter thaft th* sp*rd {t{ 1* cl'}ar*cl€r}per *eccnd." "Thal "8rrt yvait. . *nnvenience.ritr! and ci*ep ccrtrhall *refidtic$ unvtll*d rvhal rnd*xd wa$ a ileaulifulI'l {ist'!}fird. lf y*u frt{r€f ths X€fi0.19 fltrlc-1?.rritety*Lt*artw(l ifi C. you $r any nf y**t felal'v*s rng ?d+rlcl ''.ls!-*l€.I-1'1ilIn'r.Ssb. th* prifitln€ el*rnenl Utv*s FERSI$TANT SAL€SMAN ts d*crd*rl <J*lrnrl*ly kesp it.lt }:tsiraliil a hrgh'qu*lityJulti. Juki during $uf $Fl**lill0f1€f per$i$lart sale*tnat1t4rr{h abrlily lf}e *gb'* a ls csm{.ll rva$ nlirris by JLrki.lpafl r$ likt Mer*edes 1&Arn€riciif VAI{€UAffCI SELfiCTIO'T "And the lyFe!..i agre*d tn *fl*r lhe t:e'.*$*ackepffg*. it * lhe *ame Juki.]-]s... trilh ff r]&rne f{rt lik* Jukr.tl'!er} au{Drni*if. .o n*rriifi{tr *'rrard*-*1it*high#sl avlard n Japan*** *lnr" pany **r"ritJ rEin. q*lug. ${4 irlt*rt#c€. &ob. to*jay.#fis a re*l rucces* s{cry lly rr*vr $ab wa*..*l hrrn. S Lifl"o#TaFs$ ltllf*i st$spli*tt irllh unti.'tiler.. ilellirg the h*nl si h.The avrard is gtven l* the corxllany cl pr*ducing pftCilci* wlth the lea$l 3fi1-1$n1 dcfects.ific. Order *n* al tis ptltr{J{.iholv ntl. lot A. We'il ecll . A p*riecl p*rtaill€ *r parsnnal typewlilef t*r lhe p*r$*n lcr*k:nglor qualily. J. oll the l*{e$t lsalilres and.rit*f The darsgv.lii. fisk*d hirn to brinil a cn bacxgrcu*d in?ot*ratran Ju!"ral*r:g '"vrth $aftPlAlYF*l'. &oi€r F*a'?0 dJdist' 1984 297 .rinied *ul "'ery qulclq}y.rhsru{ |tiqh-quniitysinE..slket u'tlh iis *rtn name especialrvithAvantl.lp hrrefcas€ fr*iJ In a llurry *t nlm .ttton. irf l"'arJ revolutionflfJr i. ff lh** tlulled *r-r1 b{oerntsil li.l I askr:rj i*f rl$ nil. utl vrith an*ltgrD l* buyar$' oi}j*cltgns 8ul in a}ficsl imp*sEiblssrtuations.'€'ll kee ln **iti.bul lhe *Aft€ jrrki h. Th.vfflt t)fl trl rqirx ht.. . I i*r**d al trirero tlr* Juki lab*l hacl in$i€.auld have. !" a r'I1Er.kr. rr*adgrswar. . Juki in lv ." LOT MORE CIO'{I$ ''Jr. ltlbel sski fhaf Fr*m lhe santecornpanY yaur jeansand Put stitched in buffonholes yaur relafives.l'.' l avnlaifi*ti. A*d I'rrrsufg olrr **st€rttet$ +JoultJ lt: olvn Bnb... "Juiii.r ch*nces ar* the'f '*'r*fs)i*till a parr*i L*vi 1e*nx. $ rellrfr'l?ans f*stutB {'. LEA$T NEF€CTS "Tlixn Jr'lkl '. 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on technical 117 explanations.Marlon: PocketCB and.18-19. timing of.9 6 .9 8 . coursewith.60. and. 144 Bone Fone. Calculators. See alsoMall order adverPrint advertisements tisements.45. CashinElectric CompanY.263-64. examples of. 48. xiv. 178 Brain. 150 I76. 9J.155. explanations 117. 68 Caples. 29.I 40-43. 2 32 4 1 .desirefor. 98 Block diagrams. 151-52 Big idea. 189 Buying environment:coPYlength 35-38. credibilityof. 127. r43 Burglaralarms. infomercialsfor.2 2 Bargains. copy elements Advertisements: 113-28. 207 B yl i nes.Jimmy: credit cardsand. 93. 2J29. saving. Arlvert ising Age. 167. advertisement Articles.collecting. Peter.72 Authority. 165.1 5. 156 Canon Corporation. : B luB locker Corporation/sunglasses for. 2 1 5 Auge.examPle o f.campaign by.running.Problems w i th .specificitY about.John.explaining. 1 1 1 .186.Jimmy. 98 . . hoPe Biological repair machines. 5l 299 . Assumedconstraints. 56. 16l-62 in. 84.1 7 2 95-96. 4 0 -4 1 . 3 5 . 168-69 Brando. 42-43. Problems with.attractionof.See rzlsoExpertise Bally pinball game.67 American Heart Association.262 Airplanetails.preparing 12. advertisement 3. technical in. J l.advertisement f o r . Steve. fro m. 52-53 Assembly.40. 9 5 . Attention. selling.37. 89. 154. 57. Burnett. l 8l .lnilex Your Guide to Relevant ToPics A/B split. 150 in. 120. establishing. stimulating. 158 Algren. 153.91. advertisingfor.I 86. 149 Battram Galleries. -92. 188. 91.curiositY about. 5 5 -5 8 27.14-75 Advertising Secretsof the Written cassette Word (Sugarman). I 85. 137-38. 7l-12 Bringe. Week: Business writing level of. creating. gaining/holding. Brand names: familiarity with. Se CredibilitY Belonging. storytelling trial periodfor. in.curiosityabout.206.92. advertisement for. 166-61 260 Beatles. 154. CareerTrack. 51. 137 53.xiii Allen. emotional feel and.l 2 l . e Believabiltty. 139-40 Batman credit card. 4 ' 7 . 150 50. 170.168.graphicelementsin.4J. and. 5. 70 2J Captions.Leo: advertisement 14-15 of personalitY . Paul: on seekingassurance. 216 9l Calano.1 1 8 . 2 2 6 . 2 3 3 . advertisement 241-43.153. 117 Carter. 150 by. urgencYabout. Nelson.229 AOPA Pilot.

3 300 .93. ljg-83 Curiosity. commercialapproachand. 93-99 Copywriters. Seea/so Seedsof curiosity Customers. 9. 149 Citizensband radios: fad for. 222 Conrad. I99. 151 Cycle magaztne.261. Seealso Pocket CB Clarity. Seealso "HOT" Copy: amountof. 88 Direct marketing. ll7. importanceof. selling. 48-49. 37.I54. 126-27:truthful ness and. 260 Comprehension. 69 Digital watches.202 Creative staff.use of. I20. 139. -38. 200. 45. 43 Deadlines. as mentalprocess. 237-40. reaching.158. technical explanationsand. 63. 108. 61. 14. 33.assumed constraintsabout.personalletter for. 173-74. selling.3 3 .57. 81-85.characteristics I 1of.92.5. 15. readi n g .l.175 Confidence. 142-43.73.25.72.205. I55. 136-38.20.84-85.128.74. 113-29. establishin 166-67. li. 1.building.selling. 206.i4 Cinamon. 138. goal of. 43. 16. enhancing. working for. knowing. 72. selling. 202. John. Edward: lateralthinking a n d .writing with. 202. 152-53 Commas.pressureof.9i.219-20. as motivating factor. assumed constraints with. di rect 5. traffic and.4-5. 169.credibility and. 148. 6 5 . 1 2 . 56. 176 Direct mailing. I7 3-74. 259-60. practicing 23-25 . 107 Communication.87 -92 Compilers:examplesof. emotional processin. 79-80 Credibility. xiii Chesscomputers.98.3 l .24. Harvey. 120 Clich6s.4. 4. 19. 166. 89. 220. 138 Chait. 165 Cheever. 8 5 Copy sequence.23.using. 209.196. personal communicationand. l. SeeFog Index Computers. 2 3 C opyw ri ti ng.198.249 Consumers Hero. 59.7I-75 Conclusions. xiv Charities. 25. 13. building. 206.21.determining level of. originators and. 63. 103:compelling. l8-79 De Bono. goal of. acting as. 92.Catalogs.4. price and.piggy-backing on. price and. 88-89.200. 181. considerationsabout. xiii. 199. 39 Consumeradvocate. 14. 5 8 DelGaudio. 82-83. developing.4 2 . The: selling.92. 158.advertisement format from.Richard: want ad by. 9. 181-82. 93. C oupons. 9 Cincinnati Microwave. 241. I3j 205. 170 Club. 179. elementsof. authority about. 137.172.24. 106-7 Concepts:combining productsinto. freedom for. copywriting and.mailings from.180-81 Collectibles.example of . testimonialsand. specificityand. 144-45. psychologyof. 213-16 Celebrity endorsers. 97.63 Direct Marketing. 8I.1 3 . personal. 93. 136 Cures:fear and. 220. 17l. 48: advertisement for. 90. Larry. 154-55. 47. marketing and. selling. 140. preventatives and. g. 260.l l l .Pete:McDonnell Douglas and.1 4 .221 Consolidated International. 50-52.7I. xiv. hope and. advertisementin. 83 Dictionary.

1 2 . 189 T Gi mmi cks. 167. humanelement and. S ee . 6 3 . 107.4 5 . 4J. timing and. familiarity and. Frank Lewis 111. logical progressionof. 108 'we'. 39.2 5 .17-18 Franklin Mint: collectiblesbY.publicitY and. 26r Franklin. ll3. storytellingand. 108.96. 213-16 Dworman. 148. 106. 42-43. encounterwith. as motivating factor. copyas.97 -98. See Schultz.228 Ginger. 80. 5l-52. 81. editing and. 7l . ads in. 265-66 of.1281. 96. 128 Flowchart. Expertise.purpose . sPecificitY and.elements 101-8.260. 1 l-14. writing level of. 158-59 ideasfrom. importanceof. 131.Irvtng.253. 185.155 aidsfor.107. 105. 3 2 .69.92. 60.263 Fog Index. 158 Franklin Spelling Computer. 188 End result. using.3J.4 J . copy length and.perfecting.George: on marketing 2 seminars. Girard. aPPealing 138. 15I-52.221. Howard: salestechnique of.. Steve:on curiositY. 1. Problems with. 45. Emotion. creating. 116-ll. crafting/polishing 95.2J Dunlap. 31-33.21 Gerstman.readi ng. 1 8 8 . 19-20. 2 0 5 .2 6 1. 149 F a i l u re sx i i . employing. Joe: salesmanshiP I23 "Gold SpaceChains" (Sugarman): controversyover. 13334.256 Grapefruit. Ferdinand.101. 146-49.245-47 Grammar:correcting.Edwin L.visualizing. 199.256 Friedman. 31 -381. Milton. 53. 4l-42 Forbes. exploiting. 106. Debbr. 99. simple. storYin.97 "Fluke of Nature.23. Seealso Authority Eytinge. Generalknowledge.addressing.writing. Purposeof .92 Forbesmagazine:article in. PurFirst sentences: p o s eo f. GettysburgAddress.3 3 .263 Flow.95 Fisher. 207 Excitement. of. 40. 84.l l Foch. I75. 107. 101 lengthY. 16. forgetting about. 164. 4 6 . 260 Gates.8rI1.Problems with.224. 189-91 "Food Crunch. 132 Features.Steve:editorialsby.24-25." copy for.65-70.224. 119-20. 1 1 4 . 153. I 13 Greed. 95-96. 2J 30. 65. 139-40 301 . 169 to. 95-96.264 ll9-20 Gender. 105 Exclusivity.adding.77-78 Entrepreneur (magazine). A" (Schultz). Barbara: copywriting bY. 101. 60-63. el Graphi c ements. appealing to.$ $ * { tl Drake. I . 2 9 -3 0 . 93. personalityof . writing. a/so Mistakes Familiarity. Louis Victor. bY. advertising for. 35-38.264 Final drafts. 245 Editorial Effectiveness. Editing. 45. 198 Environment: controlling.w r i t i n g . 12-13 Experiences. xiii Fads:belongingand.8889. limited editionsby. 93.65. 167-70 explaining.editing.263 of Drawings. 176. 108 First drafts. Fields.

I . 249-52 Jobs. 5 | .Betty. 48.Joe. 179-80. reading.Specificknowledge Korchnoi. pressure and. l2l. 163-65. 208 Involvementdevices.paragraph SeeParaeraph . 206. 1 9 0 1 Letterman.2 I . 128.73. storytelling and. 29. consumer.power of. copy ideasand. copywriting by. 77-80. 13. headings Headlines.203 Karpov.215.'73. 82-83. 221.30.31. 189 Halbert.5.lateral thinking for. selling. IJ}-J4 Hopkins. 156 Interest.technical. Robert: Fog Index and. 6 5 . I n t u i t i o n8 0 . 15152 Guilfoyle. death of.I l'l Lateralthinking. exampleof. urgencyand. 192. practical. 206. 204. 185-86 Humor. 197-203. testimonial to .3J. 173.4 2 .opportunities 259 on. 48.19J. consumer. 249-52.. 225 Hope. 198 In c u b a ti o n ro c e s s7 5 . I 13 Length:copy. personaladvertisementby. attentiongetting.2 0 2 Honeywell. el ep .50. 80 Legibility. ments of. J2. as motivator.ll-18.David.building. 27. critiquing of.23. copyw ri ti ng for.29 "Lazy Man's Way to Riches.261 Language:colorful. 98. 137 Instantgratification. 83 Harmony: buyer/seller. ll97. 12. writing of . advertising campai gn 104-5.1 6 4 . writing. selling and. using. Edwin: on mistakes.83. 45. ing Karbo. 484 9 . 94. importanceof. 201. 264 Honesty. 80 Installation. 257. 58 Layout. 134-35.2 4 9 -5 2 Human element:relating products with.203 Karbo. 85. 9 8 . s e n t e n c e .249.93. building on.Steven. 8 7 . 79. 17. 185 Jargon. 12-13. writing. 13 Income Opportuniry ads in.111-78 Jordan. 1 8 9 .222. 165-66 Gunning.l 9l Left brain.Group identity. 263-64 Joggingmachine. 24. l l 5 . 2.203. i n g . 48. 4 3 . 231-40 Ideas:experiences and. subconscious mind and. 236 302 . 104-5.Jerry: publicity for.Anatoli. copywriting. 15758 lnsurance.30.4l-44 Headings.74 Knowledge. Gary. 165. 4J . integrity in.rgt-204 Lazy Man's Way to Riches.1 8 1 Herman. l2.Victor. purposeof.199. 40-47 creat. -34. 104. 136. 23. 141-48 Guilt.1 6 5 . importanceof. 50 justifyJustification.261 "HOT" (Consumers Hero ad).131 It's Better to Laugh (Levine).23.95 J Health food: hope and. 215. 263. Seealso Generalknowledge.Inc. l4. 98. overall.81.preventi o n a n d . importanceot.8 1 . Michael. SeePurchase. 136. selling.11.82. 77. l l 6 .84.Claude. 73 Land. w ri ti n g . Richard:replicasby. 148 Hewlett-Packard.201.63. 19 Integrity. The (K arbobook).5.. by.The" (Karbo ad).229 "Hungarian Conspiracy"(Sugarman). 126 JS & A Group.explaining. right brain vs. patterningand.96 Internet.

101 6r-63 2. Negative feature 4'7 addressing .158.1 5 8 . The: Victoria's Secretand. emotion of. 67-68 Logos. 6869. 135. 187.266 My Ltfe in Advertising (Hopkins). Levine.185 Life ExtensionAssociation. 253-56 s/publicity. selling. Stanley:letter from.hope as. writing. 157. location of.247 Momentum.award from.168-69 National Enquire4 The.20l . 195.262 Mason. t74. knowledgeand. 5. Magazines:first sentences personalitiesof. 41-48. I59. copy length and. xiv g. Direct marketing Marketing Secretsof a Mail Order M aver ick (Sugarman). 2r9-22 Motivation. Market.219-21. 189 McDonnell Douglas. 46 "More Stimulating Way. Fields Cookies. problemswith.personalizing. applying principlesto. 175-18 motivationfor Mercedes-Benz. 126. 253-56 "Nautilus Spelling Sale" (Sugarman).233-35 Marcus. 61 Midex burglar alarm. 92.2 2 5 -2 8 Magic Stat thermostat.David. 30 Long-copy approach. broadenin 215 Marketing. 225-28. 261 Name recognition.211 advertisement New York University.204: Mail order advertisements. 33. importance of.2l2 Margoles. 267. L i mi te de d i ti o n s 1 5 6 . instant gratificationand. . Kathy: on storytelling. 14.219-22 Media tests. 67. building. 196. on television.165. 150 programs. 158-59. purposeof. Schultz in. 180 3. Mental processes. 189.Wisconsin.88-91 Letters.185. Mailing lists/pieces. in.running.66. 1 0 5 -6 "Magic Baloney" (Magic Stat). 138. 12. advertisementfor. 225. l 3l -38. 262 "Mail Order Mansion" (Sugarman).2l l "Lingerie for Men" (Victoria's Secret). advertisementfor. exclusivityh arityI uniqueness as. 94 Mass market. understanding. The.260 in.w ri ti n g .211 Membership 303 . l 4r. l 5l .advertisement by.Archie. 162Miracell.228 New York Times.reaching. writing. 68.228 problemswith. See learning a/so Failures Model s.208. 83-84 Madonna.problemswith. 5. I52 buyi ng. 63 as Mistakes:avoiding. 142. tools. Minocqua. I37 Nautilus Lower Back machine. rcading.2591. 84.216 .31. 243.Seealso 12. 155.lJ0-74 Mrs.18-19. advertiseselling. 223-24 "More You Learn. curiosity as. 28. 213-11 Literary persuasion.usi ng.205 181. psychology l3l.261. writing. receiving. copywriting and.1461. 36-37. credlbility of. 150 Limited. 4. lecture at.40 Logic. compelling. 165.47 1 8 5 .effectiveness of. personal. ment for. campaignfor. A" (Sony).265:'educaMessages: tional. The" (McDonnell Douglas).writing.

127-28 Ogilvy. I40.40-41 Psychological triggers.feeling of. 5 7 . 40 Problem solving: assumed constraintsand.dramaof. 28. 133-34. 21. 260.s. 179.concept and. as motivatingfactor. 96. 90-91. 75.l1 I. 85.Ken: assumed constraints and.125-26. familiarity of. examples . 21r Paragraphheadings.5J Orders. 28. 1 6 8 . purposeof .260 Prevention: curesand.sellingwith.27 Physical facts. Seealso Technical explanation s Products:delivering.260-61 of Overall layout. 161 Rarity.using. and white/color. 179. raising g. 58 Notoriety. evaluating. purpose of. assumedconstraintsand.Nine-point puzzle. 181-82. sel l i ng. I4O Price point: copy length and. . 189 Readership. black 29. purchase technicalexplanations and. 56.729.23-25 Practitioner. 154.46-41 304 ) I . making.Murray: SwissArmy watch and. .146. I39.156:loweri ng. considerations about.l8l . Practice. 13 Productexplanations. justification and.asking for. 33. feeling of . 199 Quest/8Omagazinq hook by. 148 Photos/photography. 148 PocketYellow Pages. 1.52.165. 178. 729. goal of.260 Personalsatisfaction.68. 131. 149 Raphel.v a l u ea n d . l 3 l . 5. I 38 g. advertisementfor. 158-59 Reader's Digest. 17J "Pet Plane" (Sugarman). 200. 201. Purchase. Persistence. David. 28. 1 1 8 .53 answerin 137 Seealso g. 139. 7 I-72.229-3I Phone-tappingequipment.5J Positionin J l. simplicity in.1 8 1 -8 2 Pitch: length of.limited-time.natureof. 2 2 5 2 Obligation. 75.729 Pargh. 59 Reading gravity. failure of. 1 3 9 Print advertisements. and resolving. problemsselling. personalizing and. 137 4. l2J. 138. assumedconstraintsof. 146. 152-53 Radardetectors. 148 justifying. 170 Olsen. introductory. 154 Number 7. 157.importanceof .3 Patterning. 84. 58. 186: l. 123-24 Pi l l . l g -2 2 . 83. 160.96. 114-15. 2 1 4 -1 6 . Questions. l J-2I. 2 0 9 .I 39.creatingsenseol 166 Offer summary. selling. 1 3 J . Schultz advertisementin. 98-99 Periodical SeeMagazines s. t3r-t4 Publicity.Bernie. 116. 115. 128 Originators:compilersand. 96. increasing. Objections Q V C .c o l l e c t o r s and. 169 Objections:avoidin 227.4-5.presenting.purpose of. 149 Prospects: identifying with.2 1 5 PocketCB.74. T h e : s e l l i n g .I 18-19.2. writing.12 Popular Mechanic. writing levei of. force of.29 Ownership. fads and. 84. lateralthinkine and.1 8 2 . 74. 13l-34 Parade. testing. 119-83 Price: comparisons.

xiii. 38.Gene.39-40 Salesmanship. 84-85 copy Scrub Balls.216 Rhythm.lO2-3 Specificity.as statussymbol. 152 Rubik. 1-5.63. editingfor. exclusivityand.5l-52 purposeof . advertisement Scientffic in.xiii Shippingmethods. | Max.17. 5.203 Ski Lift International. 119.198. charges Seminars. 101. in.n f i A D V E R T I S I N G S E C R E T S : removing. 207 Sellingprocess:enhancing/stimulating.209. xiii "She Fled the Table When the Doctor Said Cut Her Open" (Schwartz). Fred: assumed and. 189-91.265-66. creating. commitmentto. about.using. 9. examplesof .249 Spacerestrictions. personal. in first Sentences: draft.41-49. 40.96. 186.1 2 6 .tr $ :{ . 3J. 42-43 45. Schultz.avoiding.45.John: advertisementby. by.162 Stzzle.meeting.. 3.262 Sensorwatch. tisement 65-66. 59.questions 23 comments. 60. 33. advertisement 223-24 products. 36 Right brain. 145.Damon. 1 8 7 -8 8 xiii-xv Schultz.effectiveness of. 159 Rolls-Royce. I7J Satisfaction. satisfaction convictionand. 84-85 Simon. 140-41. ll4 Seedsof curiosity. Satisfaction l9g. 160-63. Resistance. short/easy.Mark. 231. storytelling and. See Pttch feeling of. 1 9 . 12I. 28. 159 Sony Video Communications.166-67. 167 30s . 166 S l i pperysl i de. l15 Smokedetectors. 128. 238 Runyon.35Selling environment. 261.urgencyand. Seealso SecondsenFirst sentences. Robert: catalog of. 36. 104.122-23. 59-63.216.249.xv Ruth. Schwartz. grapefruitadverby. 120.sJ selling. Jeff. 185 Smirnoff. 265.selling. Seealso F. 121123. 71. llJ1 8 . 4J . developing. mixing lengths of. Snowmobiles. Sexual/sexist 119 Shaw. advertisement for. 41 Saying too much. Erno. left brain vs.32Secondsentences. 80 Rochlis. Resonatin SeeHarmony devices:purposeof .2}9 Sauer. 216 g. avoiding. Babe.45-53.261. 31.Seealso Curiosity creating.Ray: on Sugarman. advertisingfor' 1516.lengthof. lsJ Short-copy approach.expertiseand.I28 Rickerson.Frank Lewis: copywriting by.205-12.selling. xiv Sackheim. selling for. 14 American.. 45 for. establishing. power of. 121.65. teachingsof. 10. 19 S c h i rraW a l l y . Yakov. ParticiPants 3.200.avoiding. ll8. 104. 145. 160-61 .80. 128.46 Scott. in print. Salespitch. 704. conviction.143-45.dtting Scaretactics.Artie. tences Service. Response u s eo f . Fred.81. 69 constraints Smith.12.125 combining. . 1 2 8 Returnpolicy.209. Space-age 122. 94 Simplicity.

advertisement for. ity-building. 1 8 3 . 199 Truthfulness. direct marketing and. analogyof. 106. reverse. 56.27. as 158-59 Unique sellingproposition (USP).32. first drafl and.Specificknowledge. 116. 27. s to ry A about. 211 Tweaking an ad. 93. 3 SwissArmy watch.1 8 5 -8 8 . 143-44 Trust. incubationprocess and.responsiveness and.75 Urgency.Wendy.problem-solving.writing level of. increased. 63. 79. 63. 198 SuccessForces (Sugarman). 224. 229-31. 94-95 Su g a rma n . Seealso Product explanations Testimoni als. . 9 . 80.256 Stanke.94. 23. curios30. p u rp o se of. 45 Spelling: correcting.I J . 1l7. 2451' fads and. 241 Style. 222. l0I.16l62 Your Phone" (advertisement). I | 3. | J 6 . curiosity from. 189 Timing. 134-35 214. justifying.95 Subliminal reactions.obtaining. 29. 202. corporate imageand.7 3 .5 . The Li mi ted and. 14 Subconscious: assumed constraints and. p ri l . 135 Tuning fork. ll. 9 . I l3. conveying. importanceof .233-36. credibility wirh.2 0 8 .xiv Thinking: incubation and. 138-39. 124 Tools.ll -18: understanding processes of. 136:choosing. t3 Time. 3J. Ben.looking for. l.marketing. 136. seeds curiosof ity and. 124-25. 80. building. 175-78 Think Tank. 156 Vaguedescriptions. o f. 107. lateralthinking and. 71. 149-50 Toll-freenumbers.46. 5 Mi Value:establishin 125. effectiveness in. impact of.78. motivatingfactor. 156. 101. Judy. 148 "Tcudorp" (advertisement). 98. integrity and. 213.u s i n g . price poinr and.124 (magazine).SeeHarmony Victoria's Secret.1 3 3 . 138-39. messages 243. credibilityand. writing. Schultzadvertisement in. 26 | TexasMonthly. 75 Teachers. 260 Technical explanations. 102 Su g a rma n . educational g. forgettingabout.5 0 .effectiveness of . Mary.155-5j.29. 4 J . problemswith. 206.I 1. reading. 5 1 .164 TV Guide.13 Traffic. 107 Sugarman.consistency 191 in. 139 Vibrations. l16151 8 . 15-21. 104 306 I .1 3 3 J Sugarman. 'That' "Tap Laughed When I Sat Down At the Piano" (Caples). 2l effectiveness and.213-16.223. pricepoint and.123. 59 46.i l l . 16. 1l6.96 Uniqueness. 60. problemswith. Schultz article in. ke.positive. 107 Storytellin 207. exampleof. 4 8 . 3. explaining. 216 "They 2lr words. Success ads in. g. Suarez. 169 Typefaces. purpose of. 177-18 V al enti ne. 225. 107. 59 Subheadlines. Trial perio ds. I 18. 126-21. 115. 160 Unique f-eatures. practitioners and. c re d i b i l i ty and. 149.48.

191. Steve.2 53. 263 Weschler.264 Writing levels.advertisement 1 7 .Karbo in. controversyover. 1 3 4 . 137. ll 6 Winchell. 128. Schultz in.20-21. I 90. w ri ti n g . Walter. 149 Watson. 161-62.stimulating. 256 Wozniak. Sr. 105. advertising 203. The: AIB sPht in. 103. 223-24 Viguerie. credibility of .ll 5. g.71.length of.3. xiv . 261.1 4 0 .150 Wall Street Journal. 1909 l . 20-21 Whole-brainappeal. in.Thomas. 253. 186. l0 "Vision Breakthrough"(Sugarman). Video communications.writing level of. Richard. eliminatin 102-3.Lester:on Sackheim. 69-10. 104.1 3 8 . storYin. lJ3 Walkie-talkies.rating.readinglevel of.hope and.Mike. advertisement 211.selling. 1 4 8 . fad for.missPelled. 178 of Words: advantages fewer. 189. 148 Walkman. xv Wonderful-feeling hormones. 169-10.. 189 WatergateGame.2 4 l -4 3 Vitamins. 91. familiar. 189-91 Wunderman. emotionsand.

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