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Advertising Secrets of the Written Word

Advertising Secrets of the Written Word


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Insight in Advertising Secrets
Insight in Advertising Secrets

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Published by: Zâna Tonegaru on Dec 12, 2012
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The Ultimate on Resource How to Write Powerful Advertising Copy From Oneof America's TopCopywritersand Mail Order Entrepreneurs


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

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

3I 35 39 45 55 59 65


BI 87 93


1t4 tt4 114


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.

Magic Baloney 30. A More Stimulating Way 29. Consumers 36. 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 . Not Prevention 22. Mail Order Mansion 32. Gold SpaceChains Hero 35.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. The More You Learn 28. HungarianConspiracy 33. Lingerie for Men 21. Pet Plane 31. Rarity or Uniqueness Simplicity Human Relationships Guilt Specificity Familiarity Hope 20. Vision Breakthrough 34. Getting the Mind to Work 2I. TheLazy Man's Way to Riches 25. Selling a Cure. Telling a Story 23. A Fluke of Nature 26. Rating Your Writing Level Section Three: Proving the Points-Ad Preview 24.

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

acceptingAmerican Express. Editor.") He offered "loaner" watchesto customersas part of a service guarantee. 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. And for me. He also happens be one of the most amusingand prolific to writers in the United States. ("Pleasedon't correctmy grammar.The Foneultlnd Sugarman Legacy By Ray Schultz. He offered readers$10 for every spelling error they found in his copy.ry trade has its role models. He offered a $6 million home for sale in the airline magazines. I discovered as when I startedreading his JS&A catalogin 1985. He sold a $240. Or Gene Schwartz." Not that Sugarmanis the most colorful rogue ever to write greatmail order copy.Therewere others. MasterCard or any negotiablehard currency." xtu .Visa. He crackedme up with the sheerexuberance ofhis copy approach.the art collector. DIRECT Magazine Eu. a convictedmurdererwho learnedhow to write in prison. 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. who made his living writing stuff like "She Fled the Table When the Doctor Said Cut Her Open. And he did it all with a very specialtone.000airplanein a single mail order ad. He was totally out of the box. there is no better model for ad copywriters or magazine editors than Joe Sugarman.Louis Victor Eytinge.

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

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

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

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

They appearedin newspapers.with my family."he told me. r rcahzed what people were willing to pay just to hear me as a speaker talk to me as a consultant.firing line. It was a very unique setting. But the home was costly and at the time something I couldn't afford.A. Finally. to - . or Bernie pargh. two-storybuilding on a I6-acresite overlookingone of the most beautiful lakes I had ever seen. Second.it was during a time when my success was reaching a peak.The property was filled with virgin timber-tall statelypines and oak treesthat had escaped lumbermenwho clearedmost of the treesfrom norththe ern Wisconsinduring the 1800s. magazines and on airplanesand with such regularity and frequency that the format was attracting a great deal of attentionand creatingan entire flock of imitators. The price in 19'77was $350."Joe." he suggested. making sureeachday that the copy I was writing and the marketingdecisionsI was making were going to be accepted by the marketplace.I've spentover $1. an entrepreneur and owner of B. George Gerstman. It was during that trip that I discoveredthe beauty of the north woodsand madethe decision.suggested could use the facility as a seminar site. 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. I "Hold marketingseminars the place. to find a second home there. our mail order ads were appearingeverywhere.where our companywas based. The idea really appealed me. I would also get calls from peoplewho had marketingproblems and would want to fly to visit me in the Chicago suburbof Northbrook.000and I couldn't really justify it until my lawyer and closepersonalfriend.a business equipment salescompany. Pargh.000square-foot.turn it into a business at and you could write off the entire property and even make a profit.000just to hearyou speakfor 45 minutes.flew from Nashville to Los Angelesone day just to hearme speakto a directmarketinggroup. just to sit and talk to me for 15 minutes. The home I eventually found was a 10.

And so within a few months the fathe cility was transformedinto an enchantingseminar site-a learn"Nature's Response. California.enrolled and I of courseBernie Pargh attended. at the time. Richard Viguerie.000to fly to Los Angelesto hearme speakfor 45 minutes and severalpeople were willing to fly from different parts of the U. board a commuter plane there and fly to the town of Wisconsin. and the fresh northern Wisconsin air at Minocqua was stimulatingand invigorating.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.I had a value that certainly was worth $2.I charged For marketingbusiness. to talk to me for just 15 minutes.where they then took a bus for the 40Rhinelander.S.We had a farmer from Texas and a dentist from Carmel. the participants took a pontoon boat from the motel and landed at our boathousewhere they walked up a path to the house. To get to Minocqua. If Bernie Pargh was willing to the spend$ 1. quiet. My wife.I had a full classwith participantsfrom all over the world. my last seminars the I announced seminarin AdvertisingAge and Direct $3. To get to the seminarsite. the conservativeWashingtonfund-raiser. I spent a greatdeal of the summer going up there with my family and furnishing the facility for a seminar. Within a few weeks. And at the house.000for five days-a price made it. in Marketing magazines the format of one of my typical ads. large dining room.And responsewas immediate. my operations chief at run the seminars with registeringthe participantsand preparingall JS&A. helped pick out the furniture and dishes. kitchen and a very large wooden . the seminar participants had to fly to Chicago. She and also hired a cook.I was charging$2. the most expensiveseminarin the direct that toward 1988. actually had more participants than I wanted so I createda reservationlist for my next seminar.000." ing centerthat I called The Most ExpensiveSeminqr Back in 79ll .lt was isolated. We had somebodyfrom Germany.they would find severalrooms outfitted as a classrooms.severalfrom California and quite a few from the East Coast. housekeepers the supportstaff neededto while Mary Stanke. Wendy. assisted materialsfor the seminar.000for five full days. minute ride to their motel.

I talk about the eventualgoal of writing effective copy. couldn't wait to get back to work and implement their newly learned knowledge. relax and enjoy the clean north-woods air. Direct marketing is truly the tool of the next century. 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. how to write effective copy. The Goql of Copy Throughout this book. and how to presentyour product.balcony where they could look out at the lake. You'll learn what realry works and what doesn.o uy words.. But the seminarwas certainly more than learning about copy and marketing. 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. For most of what I teachin this book I use a print ad as a referencepoint. namely: "To causea personto exchangehis or her hard-earned money for a product or service. Print ads are among the most difficult of all forms - . The seminarturned into a motivational experiencefor many who went on to becomequite successful.you'll learn how to mentally prepare yourself to write copy. who were already successful.ve learned about copywriting to other forms of marketing and you'll see how many of the sameprinciples apply. Book Gonlqins Mqny Lessons This book will share many of the lessonsand experiences that were taught at these seminars.s reallv as simple as that. And they too grew in the process. using direct marketing. others.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. conceptor servicein a novel and exciting way. You too will understandhow to relate what you.. It.

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

Even if you are not interestedin writing copy.prop up your feet and sink into one of the most comprehensive contemporary books on the subjectof copywriting. So pull up an easychair. critique copy. you. marketing and creativeexpression-a treasurechest of insightsthat will entertainas it teaches. at a minimum.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. .

$ection0ne .

"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. 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. six years old. As the group assembledin the three-story vaulted living room. The first day was indeed one of the most important. My family was going to be therejust as if I were at home.there was a senseof excitement.what would they learn? to They were the first group of attendees participate in my seminar. and Jill. They would understandthe you go through to prepareto write that great thought processes piece of ad copy." . There was the the and the cook. As Harvey Cinamon from Boston told me that first day.Inderstanding As the pontoon boat pulled up to the boathouseand the group slowly disembarked.And on the very first day I promised them that they would learn how to write greatcopy. And from the many lessonslearned and the experiencesshared. The Very Firsf Dqy But more importantly.The seminar that each had traveled thousandsof miles to attend was finally in sight.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. each of my children played a small but important role in the seminar. the servers. Ironically. only three.Pneuieur [. What kind of value would they get?What kind of experiencewould they go through?And indeed. I introduced the staff to the participants. groundskeepers entire seminar staff. They would also learn the basic underlying conceptsof how to structurea great advertisement.

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

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

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

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

seea learningcurve that would not havebeen I possiblehad it not been for that immensewealth of broad experience. simply being awareof it is often enoughto starta mentalprocess and movementthat will take you to where you would like to be. rather run but their own companiesand experiencetheir own successes and failures.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'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. But being a great copywriter is more than just having a lot of experience life. It's a hungerfor knowledge.you are alreadywell on your way.Even as I look back at my advertising. The really great direct marketing copywriters often don't work for advertisingagencies.I have been presented with thousands prodof ucts. If you don't. In my case. You can't beat that type of experience.Ironically. 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. What you will learn in the next chapteris just in as important. The preparation for becoming a great copywriter is a lifestyle. written ads for hundredsof them and have had to come up with that big idea hundredsof times a year. Ben Suarez.a curiosity and a desireto participatein life that is broad-based passionate. you're going to readaboutmany of thoseexperiencesthroughoutthis book.Gary Halbert. you have and If this personality. T4 - .

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

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

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

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

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

" 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.moviesand a varietyof products were created to caprtahzeon it. was so small that it could easily slip into It pocket. The product seemed a little more interesting after Mike explainedits features. Back then.Soon CBs becameso popularthat the averagemotorist startedbuying them and a whole new fad emerged in the U.You could get them at anyRadio Shackstore. As a ham radio operator.a salesman.right at the startof the CB boom in the United States. It happenedin 1975. where I had to learn the Morse code at 13 words per minute and a greatdeal of technical information before passing my operator'stest. the U.I knew of the fun in radio communications and the advantages having a unit in my car. The lower speedlimits really affectedthose 18-wheellong-haul truck driby vers. I was attendingthe Consumer Electronics Show in Chicago when I bumped into Mike Weschler.order to write outstanding copy on a subject. "What frequenciescan you broadcaston and what a shirt is the power?" I asked. I then becamesomewhatof an expert on it. who showedme a new product.S.-a fad so big that songs.calling on my knowledgeof ham radio. governmenthad imposed a reduced nationwide speed limit of 55 miles per hour to conservefuel. Truck drivers responded buying citizens band radios to communicatewith each other. So I wanted to experiencethe fad and I decided to get a CB radio. During the early stagesof the fad. The truck drivers would travel in caravans and truckers aheadof the caravanwould signal if there was a "Smokey" (police officer) in the area. There was a lot lessto masterwith CB than therewas with ham radio. 20 . here is a miniature walkie-talkie. "Joe.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. and thieves were stealing them out of cars and turning a very hefty profit reselling them. This was of my general knowledge. The CB units themselves were in such demandthat you couldn't even get one without a wait.S.

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

My greatestads were written during a variety of circumstances. I used my computerwith greatsuccess.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. Many were well thought out before I put the first word paper and they flowed out with hardly a correction. 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.GhaptenPractice.There is no best method-just what works for you.It is a mentalprocess. Somecopywriterswill tell you that many of their greatestworks were well thought out in their minds evenbefore they put them on paper. SometimesI would sit in an airplaneandjust write from takeoff to landing and come up with greatcopy. Practice. Joe Karbo wrote one of the most successful income opportunity ads ever written for his book. 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. Some find that sitting in front of a computer does the trick and othersneed somethingmechanicallike a pen and a pad of paper. Copywriting is simply a written form of communicating facts and emotions.in one draft and without corrections. 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. The Lazy Man's Way to Riches.And other times.But I explainedthat therewas more to the art of copywriting. Some copywriters will tell you that they just sit down and start writing. 23 .

Don't woffy about how it reads. They were horrible. Do enough of it over a long enough period of time and I guarantee you. 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. all part of the copywriting process." 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. I used clich6s"It's the product the world has been waiting for. the emotional outpouring of everything you are trying to convey about your product or service. 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 letters. But I matured and I learnedwith each ad I wrote. Sheervolume and experience will do wonders.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. change the order of sentencesor even paragraphs.Just get it down onto somethingyou can work with like a computer screenor a piece of paper and then go from there. I look over my very first JS&A direct response and can't ads believe I wrote them. without question. is to start. Pick up a piece of paper and a pefl." And my sentencesweren't flowing as they do now. "Practice. you'll improve each year.It is what I do with the copy after my first draft that really makes the difference.It gave me experience and confidence.practice. I startedwriting for my high school paper.write postcards-just plain write every opportunity you can.But the best place to start. delete entire sentences. In my first ads. That's right. To define exactly what copywriting is.practice. In that first draft the goal is to put something-anythingon paper. 24 - .Write articlesfor a local newspaper. You might add words. the first draft of my ad would quite likely be terrible compared to everybody else's. and start.As they say to anybody wanting to make it to CarnegieHall.

you the skills and insights you need to successfully I've already personally taken the most expensivecourse ever. add the insights I received mostly from my failures.. ])' u )< .you havenothing.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.And you're see that about to sharein it.You can have the world's best product or service.but if your ideas.l n{ \. I will give you can't communicate write copy.you would experiences it has indeed been an expensiveeducation. Copywriting is the key to any successfuldirect marketing venture. If you would add up my failures and their cost to me. and then add the I've had in copywriting and marketing. .

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

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

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

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

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

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

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

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

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

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

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

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

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

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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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


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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.























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.


I Chapten


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

But the traffic generated thesestorescan only be comby paredto the peoplewho actually read your copy.shejust scansthrough them. but you can't stop. 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. As you start to slide down and build momentum." As a copywriter. 'Traffic' is a good word in retail selling. and But. the of Traffic is strictly the numberof peoplewho get into your copy. Picture yourself now climbing up the ladder. and the first sentence must be so easyto read and so compelling that you must read the next sentenceand so on. If you can get the majority of the people who scan a magazine to read your ad." I mean falling down the slippery slide all the way through to the end of your copy. 46 - .You continue to slide down the slide despite all your efforts to prevent your descent. and the subheadlinemust be so powerful that you are compelled to read the first sentence. I couldn't have gotten a more complimentarycomplaint letter. The headline must be so powerful and compelling that you must read the subheadline. The Force of "Reqding Grovily" I once receiveda letter from a readerof ScientfficAmerican magazinein responseto one of our ads on thermostats. sitting at the top of the slide and then letting gravity force you down the slide.including the side rails. straight through the entire copy to the end. I wasted five minutes of my valuable time reading the entire thing and I was so upset at the complete waste of my time. "I am a busy scientist.When I say "get into.When I startedreading your ad. that I wanted to write you and complain. maybe you won't sell every one of them but you will sell a good percentage. This is the way your copy must flow. you try holding on to the sidesto stop.That's why some of the greatest magazineswith the largest circulations do not guarantee success your advertisement. Every element in an advertisement must causethat slippery slide effect. 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. rarely reads advertisements when she does.was not interestedin the subject. she went on.

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

called lt's That's right." cept. From now on. I receiveda call from the owner of the company thanking me for the wonderful salesand awareness createdfor him. you'll be dealing with their national salesmanager.stealing! 48 - . Well." It was this small incident that planted the seedsfor the creationof BluBlocker Corporation-the sunglass companythat I launchedalong with the help of my operationsmanager. after three years of promoting their product. Finally. Mary Stanke. if you're like most readers. Picture yourself scanningthrough a magazineand coming acrossthe following copy: Headline:HOT Subheadline: newconsumer A concept you buy stolen lets merchandise you'rewillingto takea risk." 'And by the way. "Had it not beenfor we JS&A. Maybesomething like TwinkleTemp. How could you help but not? Copy: We developed excitingnew consumer an marketing con"stealing. Our first BluBlocker ad appears later in this book in Chapter33."we just sold our companyfor $20 million to Honeywell. 1louhad to startreadingthe copy. the company would have never even gotten off the ground. Another exampleof the slippery slide theory is in my ad for a companyI startedthat sold bargains. called Consumers Hero.After helping companiessuch as Magic Stat for the past severalyears.' he added. I thought it was time to launch my own product through my own company insteadof everybodyelse's products throughtheir companies.Beautyis only skin deepand a namedoesn'treally meanthat much.But we surewish thoseguys at Magic Statwould have named their unit something moreimpressive. 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. 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.

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

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

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.


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



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


and were very successfulwith very few problems before everybody else caughton." This was said by Ken olsen. but in order to earn betterthan z'C.people buy different styles.000. "You can't sell your airplanefor over $190." We sold over 3. "consumers will rip you off if you let them buy using their credit card over a toll-free line without having them sign anything.But I went along with the list broker and to my surprise. president.S.000in ten days.. look in Appendix A. "who would buy sunglasses throughthe mail? people needto try them on first and besides. "The concept is interestingand well-formed." This was said by a Yale University management professorin response Fred to Smith's paper proposing reliable overnight delivery service. Smith then went on to found FedEx. "There is no reasonanyonewould want a computer in their home. 2. "computers 2.5 tons. in 1977 . 5." we launchedtoll-free order taking in the u.'the idea must be feasible. I can point to hundredsof assumed constraintexamples that I personallyexperienced: 1.000of them at $59. 3.thoselists he suggested turned out to be the best ones. or how about the following businessexamples of other historical assumed constraints : 1. It's the biggest bomb in calculatorhistory. . If you'd like to read more examples assumed of constraints." This was quotedby Popular Mechanics magazine forecastingthe relentless march of science 1949."we sold over 10 million pairs of the samestyle. in 3."I sold it for $240.95. "You can't sell a $600 pinball gamethroughthe mail. "This calculator isn't selling at all at rctarl.000 of them. 4.secretarywould throw my mailing in the garbage. in the future may weigh no more than 1.chairman and founder of Digital EquipmentCorp. while the others reallv pulled poorly. which lists other historicalquotes.How are you going to sell it via mail order?"We sold over 30.

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

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

She startedthe conver"Mr.you can sense like from their copy. you are the only one who could help me.or herself. Any copywriter working for a CEO of a company will try and reflect the personalityof the CEO and not him. 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. I'm serious. I love your thought processand I love your creativepersonality.it is sensedby the reader."continuedthe woman." I responded. Sugarman. She was a beautiful 60 . what they are If you study the copy of others.may I have an appointmentto see you. "I've beenreading for your advertisements the past five yearsand I love your mind. I had gotten commentsfrom people who claimed that my personalityreally camethrough in my copy. A Very UnusuqlCqll I received a call one day from a very sensuoussounding young woman who called herselfGinger." "No. privately?I promiseyou that you'll be very glad to seeme. "Thank you.it comes through. "Mr. love you. And it is the combination of all of theseimpressionsthat createsthe buying environmentthat we referred to in Chapter 6. love you too. I really believe that I can tell a greatdeal about you from what you write and I really believein you and truly love you. Please. Sugarman." When she arrived at my office I could see what she meant when she said that I'd be slad to see her.And I believedit.If you're very creative. You'll be amazedat how the copy reflects the personalityof the personwriting it." I was surprisedand then flattered.If you are hiding somethingabout a product you are describing.you can pretty well tell a lot aboutmy personality.Even before I receivedher call." I sationwith: I was a little taken abackand at first thought that this was a "I practicaljoke.SinceI'm the guy who writes all the But back copy. to Ginger. If you are dishonest.A greatexampleof both seedsof curiosity and traffic is what happened me at my office. I need your help. It's somethingthat I've quite frankly to never experiencedagain but it is very relevantto this subject.it too is picked up.

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

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

there have been very few times in my life when I havebeen at a completeloss for words. 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. . And one of the most powerful is to techniques keep your slippery slide greased the use of seeds of curiosity. they pelling that by the time your prospects are helplesslycaughtin a slippery slide and can't escape." OK. I will.then you should realize how important the slippery slide concept is in getting the reader to read the entire text of your ad. But wait. I want you to continue uninterrupted with my thought process on copywriting. In fact. finish the damn story and tell us what happened.Your readersmust get into your copy.A Shock I Never Expecled What Ginger whisperedto me next took me totally by surprise."Why doesn't he dreams. read507aof your ad. 63 . But not here.' ( lltiom I Keep the copy interesting and the reader interested through the power of curiosity. And the rest of the copy must be so comreadyour first sentence. you will have two of the most powerful copywriting tools you can use. the Once you understand conceptof traffic in retailing and how it relatesto direct marketing. Once you understandthe slippery slide and the seedsof curiosity."you're probably saying. 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. 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.

believeyou or agreewith your assumptions. Mosf of My Concepl You've Leqrned Armed with the aboveprinciples. The benefits come later.you have a major portion of the overall philosophy of my copywriting concept. 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. His very first spacead was so powerful that it sold more fruit than he could pick and ship. We'll study that ad later. important it is to get the secondsentenceread and the third and so forth.We explainedthe importanceof resonating with your readerby getting the readerto say yes. 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. 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. And then we covered the environment you create at the beginningof your copy. a Texas farmer named Frank Schultz locked himself in a room at the nearby wrote his first ad Holiday Inn motel and. inspiredby the seminar. I can still remember the first seminar when I taught these same philosophies. And we just showedyou how seedsof curiosity work to keep the slippery slide fully greased.At the end of the course. He receivedlettersfrom other prominent copywriters congratulatinghim on his simple yet beautiful ad. but if knowledge of the principles I . for the grapefruit he wanted to sell nationally in a print campaign in major magazines.|| Cfiapten Emotion Up to now we have covered some general principles of copywriting.

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

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

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

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

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

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

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

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

he didn't want to play the chesscomputeras part of the challenge.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. be careful.For example. Karpov would endorsethe chesscomputerand I could continue my ad campaign. You'll do much better. Insteadhe could just endorseit and hope that many Americans would learn to improve their chessgame on it. 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. you needa concept. If your advertisingjust sells the product. Finding the conceptis often not easy. One of my favorite advertisements really captured that the essence this chapterwas an ad I once read from the Leo of Burnett ad agency. Concept Selling Does Well All threeadsdid very well and over 20. Meanwhile.95.95 it becamemore of a sophisticated walkie-talkie.when we were offering our Pocket CB at $39. Price Cqn Also Affect Concept sometimessimply changingthe price of a product can dramatically alter its concept.000chesscomputers were sold. the product was perceivedas a toy-all this despitethe fact that the copy in the ad was pretty much the same. 74 - . I then sat down and wrote the third ad in the series. And all three had different conceptsassociated with them.fantastic.It takesall the skills of a conceptualthinker to come up with the right idea and the right position.a copy of the telegram too and that everything had been worked out with Karpov's agent and there was nothing to worry about. And finally when we dropped the price to $ 19.95 it came acrossas a seriouselectronic product similar to a full-sized CB radio. When we droppedthe price to $29.entitled "Karpov Accepts." which talked about the challenge made to Karpov and how he then decided that for whatever reason.

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

while your brain Or don't put a thing on paper and just think through everyincubates. Do plenty of thinking about what you down want to write. 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. You might list thosepoints which best . Maybe it's imagining that a stack of mail has arrived showing you received.6U6ARMAN 'T I/M sORRY.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. thing you know about the challenge you have to solve through copy.HE'E RqHT DI5TUROEP INCU6ATII{6 NOUJ. As you recall. 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. firr" to read about the real secretsof copywriting but let's get serious.|3 ChaptenThe Incubation Process It'.This is just preparation.One of thesedaysyou're going to haveto implement what you've learnedand start writing copy. Maybe it's your bosscoming what a greatresponse up to you and patting you on the back for a job well done. 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.But keep in mind. bring out. Once 77 . You may jot someheadlines and some of the copy points you would like to CANNOT MR. you have not yet startedto pleasurable write the copy. Assumeyou are now an expert on a particular product and you are ready to start writing.

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

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

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. forgetting about spelling and grammar. If you've gone through the incubationprocessand then put your thoughtson paper. 80 . Well. 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. and its efficiency is dictated by time.You've got to let that copy come pouring out of your brain. And so. 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.departmentas on the rest of the staff who have to function on a consciouslevel during theirjobs. the end resultwould be a sure drop in good creative work. creative orientation.you've accomplished half the challenge of writing good copy. hold back the stuff on spelling just long enoughto let the copy flow out freely. Now that you are mentally preparedto tackle the copywriting process. Righf Brqin If you're knowledgeableabout writing and creativethinking.Let the copy flow out of that right brain and let it pour out unencumberedby any left-brain restraints. communicationsand life in general. Which side of the brain should write the copy?The right brain of course.your mind takes the data you've accumulatedand runs it through everything you know about copywriting. environment and ego. of The right brain does the intuitive or emotional thinking and the left brain does the logical. Remember.it's time to decide how much copy you should actually write. It's important to keep the creative staff separate from the rest of a companybecause copywriter the needsa little more freedomto incubateand create. and grammar left Brqin vs. Next comes the fun part-the editing process. disciplinecomesinto play. When it comes time to sit down and knock out that copy.

81 .whata score How wouldyou like to inheritmillionsof dol! you larsfrom somebody don't evenknow? (Your Full Name). finally.it can't be dull. seeds curiosity-all may be neat of concepts. Let's say the copy Of read as follows: Wow. Everything else is secondary. compelling. you don't neverget the readerto readthe part write compellingcopy.you'11 of the copy that sells your product. it's got to be about somethingthe readeris interestedin. Headline: (Your Last Name) family chosen as heirs of multi-million-dollar fortune. would you read the first sentence? courseyou would. What we're talking about here is the slippery slide concept.On the following lines I want you to fill in the blanks of a headline for an article as I direct vou. anonymous If you saw that headlinein your local newspaper. And there is some truth to this.it must relateto the readerand. 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 key is simply this: Copy is nevertoo long if the reader Therefore. 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. Well.14 GhaptenHow Much Copy Should You Write? Incubate. Will people read long copy? Let me answer the question in a different way by having you go through a little experiment. slipperyslide. (Your Street) in Familv who hves on (Your City) was willed millions of dollars by an person. The copy must be so compelling that it will be read from the If beginning to the end. it must be takesthe actionyou request.

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

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

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

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

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

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

Put yourself in the place of Mr. working togetherin harmony to make the companya success. 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. 89 . Jonesand imagine how he would have felt if he had receivedboth letters. that was part of the imagecompanyfighting the big U. So in one month.another defunct company. and this time feel the difference.After all.We were so honest that the reader for would actuallybe embarrassed us. through a club we established. but they servedmy purposeswell.obvious. The image I conveyedwas not that of a very large.but the contentsof the envelopewere always from Consumers Hero. Read both letters again. The typical letter is on the following page. (There is a whole story on that card. 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. The companyhad to be portrayedas being small. at discount prices. membersmight get an envelopefrom Ski Lift International.) And one of the qualitieswe tried to convey was absolutetotal honesty. The membershipprogram was createdin responseto our new for advertisement our discountclub in which we refurbished but defective products and then sold them. corpoa little consumer-oriented inflation. It listed all the buys for that month and along with it came a very folksy letter talking about the club. a defunct company. of all ethnic backgrounds. we sent out Batman credit cards. but that's for some other book I plan to write. sendout to a membershipprogram in my Consumers They may havebeen totally off the wall. impersonal corporation filling the needs of its membershipbut that of a bunch of hard-working people. Part of the club program was our regular monthly bulletin. Letters Should Be Personol of Good examples a personalletter were the lettersI usedto Hero club. As membershipcards.S. That was for essential the concept. and the next month they might get a letter from CMT Machine Tool Company.

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

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

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

read beyond the first know all the axioms to get the reader to and all the way to your last word. doesn'tit? It really isn't. 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. sentence It Copy must also flow.They often claim that it's almost uncanny. 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.Soundshard. And its flow must make sense.But that's the copywriter the envy of skill that makesthe good direct-response salesperson.|$ Chapten Sequence ad. are now really ready to write that first successful You already know how important it is to know your subject.You already know the purpose of all the elementsin an advertiseAnd you ment-to get the prospect to read the first sentence. Then write the caption to go under an imaginary picture. 93 .I answerit in the next sentence. Start by writing the headline. must flows logically order where eachthought be in an understandable to the next. Once you start using my thought process.you'll find a disin cipline and a direction that you might not have experienced writing copy before. Yo. I've had many people tell me that when a questioncomes into their minds as they read my ads. Is all And this strong enoughto get people to read the first sentence? then write the first sentence.Will it grab the reader?Then Will it compel the reader to read further? write the subheadline. 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.

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

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

but how can I justify purchasingit?" So the next block shouldjustfu the purchase. And I describeseveralreasons why he won't get tired of it.. Emotionally I'm hooked. "OK. a readerwho had readthis far would want to know a little more about how the game was constructed. herethat I'm giving the prospectthe logic he needs It's to make that emotional purchase. By now the customeris saying to himself.c\As? LASTIN6 PLAY VALl. I want to get the unit and I canjustify the purchase. With the first paragraph I create interest and excitement for this product. with the secondparagraphI start to weave the drama of the product and the differences between Fireball and pinball games. 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 - . 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. But you say to yourself.I plant the seedabout its practicality when guests pop in and how Fireball will be the hit of any party or family gathering. OK. conventional Then I go into the next block of copy and explain why and how the gamers dffirent. 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. what if I use it. "How can I justify it? I'd love to get this Fireball game. The customeris now thinking to himself.the next block of copy has this information.tE The flowchart for copy sequence goes in one directiondown.the quality of the product and the many new features.I canjustify it and I can seethat it will havelastingplay value. knew I had to provide all the logic I possiblefor this $650 purchase. how to play it and someof the unique electronics. "Hmm.INT€RS5T EXCIIE/\^E NT 'RA MA uNt0ut FEAIUQaS JUSTIFY ?ug.Therefore. you are really interestedin purchasingthis game. features made possibleby the computerized Logically. pool table or your stereosystem. 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 used cost comparisons with what you pay for a TV set. I like the product.

sense questions." Then.the greaterthe chancesyou'll come up with that unique copy angle or product position or big idea. the copywritingprocess. statethe prob"I lem. Axiom l3 The ideaspresented in your copy should flow in a logical fashion. restateit in a different way: "I would like to introduce my prospect to the unique "I aspectsof this pinball game." that makesthe pinball game seem It's that last restatement to come alive and is closer to the copy approachI've actually 97 . You know that the more you learn abouta product or service. 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.as you can instinctively sense next questionand answerit." Then restateit again: want to make the pinball machineeasyto buy and seemlike fun. the By now you understand basic conceptsof good directmarketing copywriting. 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.the flow is automatic. You understand the importance of becomingan experton the product you are going to write about. You don't need to do flowcharts. on a massscale. anticipating your prospect's questionsand answering them as if the questions were askedface-to-face. once you have statedthe problem. 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.First. 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. out onto a computerscreenor onto a piece of paperis the mechanbut ical part of this process not the importantpart.Flowing in q Logicol Sequence When you work with copy long enough. It might be as simple as want to sell this pinball game. But there are some other tips I can give you that will help generate that conceptyou want to develop.

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

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

You wouldn't want vour child to so out into the world in 101 * r - . for it is in the editing processthat you turn that raw emotional outpouring of thoughts and ideas into a polished.Take that black. 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. Then compare the editing processto raising the child-the caring and nurturing requiredto ensurea healthy. long process or it can go quite quickly with little pain.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. harmonious.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. my first draft would probably be the worst in the class. It may be a painful. Look at the act of writing the first draft as giving birth.When a diamondis found it looks like a piece of coal or carbon.17 The Ccccchaptet Editing Process lhis chapterholds one of the most valuablesecrets effecto tive and persuasive copy. is a mentalprocess it that almost parallelsthat of the copywriting act itself.Poor grammar. it is a lot more fun. It's like the story of a diamond. ugly stone and polish it and it soonbecomes world's most beautifulgemthe stone.althoughyou will find it easierto do than writing the copy itself. It requires lots of practice. But it is what I do after that first draft that makesthe difference. In fact. r-r't The Secret to Editing Is therea secretto editing?Once agarn. atrociousspellingand disjointedsentence structure might be the way an English teacherwould describeit.happy child.

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

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

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

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

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

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

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

$ectionTwo .

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

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

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

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

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

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

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

More on this later in copy elewe ment 14." In the caseof the thermostat. 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.racing and several now play a very activerole. Cordially Century.objections completely. unfortunately comesacross your successful asshole. wishingyou immediate And with that she signed her name. I quickly acceptedthe product after by seeinga picture of Bob's cousin. single-spaced Was I really insensitiveto women? Did I demeanthem in my rr9 . "Service. ad asa consummate of The letter then went on to point out the achievements women in many technical fields.I resisted havemodel showedme a picture of his cousinwhom he offeredto the chains in one of my ads. air traffic control.we are very open and honestand explain exactly what the consumercan expectduring the installationprocess. New Jersey. we talked about the modular circuit boards that you simply snap out and exchangeif serviceis required. She finally concluded: responsible or Perhaps long.A woman in Egg Harbor City. explained in incredibleadvance technolthat beneaththat ugly skin was an ogy. I did get a few letters as a result.remain.may regardhimselfas a in he but salesman. Finally.baby"to catchup to theTwentieth I bankruptcy.Mr.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.hardlook at theperson department a he Apparently hasto "comea for the ad on page37 is in order. The chainshad nothing to do with the core productswe had been selling-electronic gadgets-however. when it comesto installation. With the pinball game. 10. female or both male and female?Are they female golf players. It was a two-page letter which included a copy of our mailing label. I onceran an ad for gold chainsin my catalog. the military. long way.The ad copy was considered to many to be one of my most creativeapproaches selling a product. Bob Ross. sports in otherprofessions which women and leisure.wrote: Dear Sir: Your friend. Gender: Who is the consumer?Male.

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

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

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

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

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

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

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

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

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

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

He consistently beatout all the othersalesmen. 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. If you've found this book informative so far. considerwhen writing the actual copy. It was the way he decidedin advance who his best prospects might be. Some you may not fully understand without experiencing them yourself. In direct response advertising.he had a I07o chanceof selling them. some will require a fairly detailedexplanation. experiand implement. He had some very good salestechniques.He was the most successful salesman at a TV and appliance this storeeverhad. you will find this chapterfascinating. If they walked up to a TV set and startedturning the knobs.|$ 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.you don't have the opportunity of sitting in your prospects'mailboxes or in their living rooms observingthem as they read your salespresentation.So let's start. 1. he knew that he had a 507o chance of selling them. You 131 . If they didn't turn the knobs. What he would do was stand in the aisles watching customers walk into the store. but that wasn't what impressed me. And finally. He would observe them. enceand gradualinsight to understand You may understandand relate to some of these concepts right away. But now get ready for the psycholo that should be considered gy when writing your advertising message-conceptsthat took me years of failure.

are not thereto seeany knobsbeing turned. 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.Feel thebreeze blowing through your hair as you drive through the warm evening.it is often referred to as an involvement devicesomething that involves the consumer in the buying process."Take aride in the new Corvette. This technique is used in many different ways.But you can get them to turn the knobs by giving them a feeling of involvementwith or ownershipof the product you are selling.in one of my earlier calculatorads.Yet. mentalenergycreatinga picture for the prospect. Have you everreceivedthosesolicit itations that say. supersports car." 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. as direct marketerswill tell you."Hold the Litronix 2000 in your hand.I might havesaid. Punchthe accelerator the floor and to feel the burst of power that pins you into the back of your contour seat.whose mind is like a vacuumwaiting to be filled. In your copywriting.It's not t32 . this type of involvementdeviceoften doublesand triplesresponse rates. If I were writing an advertisement the Corvette sports for car.Look at the beautiful display of electronictechnologyright Feel the power and excitementof America's on your dashboard." I create through imagination the reader'sexperience turning the knobs. Seehow small and how light the unit is. I might say. "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. makethe readerbelievethat he or she I could indeedbe holding the calculatorand experiencing very the It's samethings that I've described. In direct response. Seehow easily the keys snapto the touch. of In short. For example. Sometimes may seemsilly.Watchheadsturn. In all my ads I try to make the prospectsimagine they are holding or using my product. I take the mind on a mentaljourney to capturethe involvementof the reader.

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

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

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

An advertisement a is personalmessagefrom an organrzatron an individual and is a or direct reflection of the writer's personalityand integrity. as great as it may seem.is indeeda valid offer. 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. 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. You can conveythis integrity by the truthfulness your message.credibility is not just honestyand integrity.And this integrity is often reflected by the appearanceof the advertisementand the copy you write. Integrity can be reflected by the choicesyou make in the layout of your ad.Don't show it and are rarely successful. Credibility If you convey honesty and integrity in your message. look of the of your ad. However. 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 . the image that you conveyand eventhe typefacesthat you use. Integrity Not too far from honesty is integrity. In short. Show good integrity and your advertising message will join the ranks of those who be well received. 4. Does the consumer really believeyou? Rash statements. Credibility is being believable. you've got to conveythat the offer you are making. Let's say you are offering somethingfor $10 that everybody elseis selling for $40.The integrity of the persondeliveringthe message is always amazinglyclear to the recipient.3. Credibility also means truthfulness. for you've got to establishthe credibility of your companyand your offer.Yourjob is establishing credibility for your price. an ad for a productwhoseprice In is exceptionallylow. chancesare you've gone a long way toward establishingyour credibility.

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

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

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

Greed is really not a very positivehuman trait. "I'll correctit. 8.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. But it should be recogmzedas an effectiveelementthat plays on everybody's weakness.The consumerloves to do business with expertsin a particular area.Keep lowering the price. Even though the size of the ad was considerablysmaller.Providing the consumerwith more than what is normally receivedfor the price is a way of appealingto the consumer'sgreed.with an unknown vendor and pay lessjust to get somethingmore for their money." screamedthe manufacturer. knowledgeand authority in a specificcategory. In one of my earlier adsin The wall streetJournal. "Don't worry. and you'll continue to generate more unit salesthan before if the price drop is big enough.I offered a calculator for $49. Thesestoreshave more expertise." I said. For example. size. raising the price from $49.95to $69. But it exists and it is a force to consider when communicating with vour prospects.position or intention. Establish Authority There'salwayssomethingthat you can say aboutyour company to establishyour authority. When you lower the price of a product. for years I would call JS&A 'America's 140 .it outpulled the previousone as peoplerushed to buy the calculatorwithin thosefew days at the $49.95 and now I have dealersall over the country calling me and complaining. That's why the trend is away from departmentstoresthat sell general merchandise categorystores to that sell a specificline of products. Greed is not a techniquethat can be employedall the time.95and giving consumers just a few days to respondat the old price." So I ran a small ad in The Wall StreetJournal announcingmy error. "That product should have sold for $69.95bargain price.95 and the manufacturergot really upset with me.you usually end up with more unit sales.

)Or even if you are the smallest. I I I I I t4l .1 il t\.you can always say. for the chimney sweepindustry.'! 'f \. Then.He hasestablished authority and you feel quite comfortablegoing to Danny to get advice.It has name recognition.plus it tells you what it is through its name.Let's call him Danny. you will find something that you can your authority and expertisein what you say that establishes are selling.For 'America's largest supplier of speciahzed products example.That phrasegavethem the confidence. We may productsthan Searsor Radio not have shippedmore space-age Shack. operation. Sometimesit is easy to establishauthority by virtue of the name of the company."If you really examine your company.I know that when we had run our phrasefor almost six years I wonderedif we really neededit. in your neighborhoodwho is known as the neighborhoodcomhis puter genius.thereis going to be the temptation to stop using the phrase that establishedyour authority."What I was really largestsingle sourceof space-age the doing was establishing authorityof JS&A as a major supplier products.The words "single source" really meant of space-age that we shippedour productsout of a single location. after you establishyour authority. a Peoplenaturallyrespect knowledgeable You might first check with the expert you want to buy a computer."(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.products. but we shipped more out of a single location and we products. People Respecl Authority Let's say authority. 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.'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. "The hardest-working bunch of guys in the advertisingbusiness. gives you a pretty good idea of Computer Discount Warehouse their authority. He'll thentell you what he thinksyou shouldbuy andfrom whom. l l ti .

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

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

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

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

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

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

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

The consumer will alwaystell me if I'm too early or too late or right on target.000 of them only to be denieda licenseto sell them. 12. So you must capturethe moment early enoughand get out right after the fad peaks. During the watergate scandal...I once introduced . But as you can see. That's why every product that I sell.tright.The peoplewho came out with radardetectors when they becamea fad did exceptionallywell.That's smarttiming. 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.I can tell you stories(I should say nightmares) that show how dangerousfads can be to your financial health. Timing certainly has a lot to do with fads. considerthe possibility that it's a good signal for you to exploit the opportunity. This brings us very nicely to the next topic." But no store would carry it becauseof the controversyand I lost my shirt. But thereareproductsthat havejust been introducedtoo early or too late. when do you introducea new product?Is America ready for it? And how do you know? The answerreally is quite simpre:Nobody knows.I oncecreated Batmancredit card the to capture the Batman fad of the '60s and printed 250. I always test first.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. A few of them attended my seminarand wrote great ads and built their companiesinto very successful entities.The watergate Game-a game of intrigue and deception for the whole family. and that relatesto timing too. '. But be careful. 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.knowing how to recognrzea fad and capitalizeon it can be a very powerful tool if your timing is right.i J I {t' t49 .you want to be involved at the beginningof a fad and not enterin the middle or the end.

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

Do you think it's because that specialgroup of Mercedes system?Forget it. automobiles. I 'lllrrr 151 . cigarettes.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. highest educationallevels of any of the car publicizedthis fact.gadgets.13.The increase ation that other highly educatednew buyerswantedto make with the Volvo owners-they wanted to belong to that group. "Well. 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. want In the caseof Marlboros. somewhere to belong to the value system. 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. keting but it is often not appreciated. Don't tell me they havethe desireto belong.They then noticedthat when the samesurvey was conducted a few years later.. You name a product that has an estabin lished image and I'll show you a consumerwho.the smokerssubconsciously to join that group of smokerswho haveresponded the rugged to westernimage the cigarette'sad agencyhas created. And the list goeson. my judgment." And my answerwas that they want to belong to the group of people who are hermits.ry something that's The maybe slightly better than many of the other automobiles. what abouthermits? say I've had my students to me. wants his or her subconscious group of people who own that product. Fashion.by the associhigher. '.Desireto Belong The desire to belong is a strong motivational factor in marThink about it. To belong to the group meansyou u . basehad one of the that its customer When Volvo discovered they manufacturers. They're of the specialbraking or suspension going out and spending megabucksto b. the percentagejumped even in was caused. The people who buy a Mercedesoften want to belong to owners..

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

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

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

I was still able to make the selling message very compelling.And the reasons really very logical. let me think about it. First. Second. How do you use curiosity in selling your products?First reahzethat when you sell books. shown too much or failed to use the power of curiosity? It is one of the leading motivating factorsin all direct response marketing. this one says. "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. SteveDworman. tell too much and you run the risk of killing whateveradvantage you had using mail order as a medium. That 155 .product. I sold thousands them. He thoughtto himself. who publishesan infomercial trade newsletter. A friend of mine.chancesare the prospectwon't buy. Senseof Urgency You might havealreadyfigured this one out.if you're lucky and it isn't forgotten. In the commercial."Well. " I l lrrf'1 ': 16. 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. it won't have the sameimpact it had when it was first read. The commercial generated enoughcuriosity to work." It is a proven fact that when this happens. show 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. How many times have you said too much.The prospectbelievesin your product and is ready to brry. Sure the price was good and of the product was great.But like many of your customers.You've sold the prospect.but without showing the product or even mentioning the brand name. are in time that excellentsalesmessage you wrote will most likely be forgotten. curiosity is the key motivating factor and you shoulduse it as your prime selling tool.was fascinatedby my successusing curiosity as the main selling tool in my BluBlocker commercial.

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

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

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

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

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

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

A gaod deal and 162 b . Enlist Join the S\viss Amv. for every watch we sold from the ad that featured the nine styles. I had been taking it for a few months and noticed dramatic results. When I finished the ads. I showed the men's watch along with the child's watch for size perspective. had to take two pills a day you for the first three months and then reducethe intake to one pill a dav. or shehas beenqualimy he fied as a watch buyer. identical copy and graphics. 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.We did two double-blind studies that proved that the product really did work. would then show them all nine modI els in the catalog. in my catalog. Once I've locatedthose people interested SwissArmy in watches. NOW When would I show all these nine watches? Later. I showed just the men's watch. we sold three in the other ad that showedjust the one black watch. 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 can now offer a larger selection. By the time the catalog reaches customer. When both versionsran. Tbey need a few good men. Called Miracell. But there was one major problem. the ad that featured only one men's watch outpulled the other version that featurednine models by a surprising 3 to I ratio.Both sds were practically identical with ad A (top) offering nine dffirent models and ad B (bottom) offiring only one. In short.whereas in ad B. the A version actually looked better than the version with only one choice. I then listed each one of the choices-nine in all-in ad A and just one in ad B. the product was truly revolutionary. For maximum effectiveness.

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

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

I discussthis techniquein Chapter 22. Guilt Have you ever receivedmailings from charitiesthat include a small gift? The gifts are usually address stickers. 21.In a subtle sense.they want to belong to the group of people in the picture.in your advertisingyou want to use as many positive human elements as you can without risking any negative vibrationsfrom emotionalreactions. 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. you've receivedsomethingof value 165 . Or you can use a byline and write copy in the first tone. nonoffensiveway will also develop a human relationshipwith your prospect. colorful stamps or some other inexpensivetoken. is being presented You can use attractivemodels.In order to createthesepositive vibrations. In short. Storieshold people'sinterest. After all. you first must interest the prospectin reading your copy and then you must really "tune in" and relateto your prospect.The hand addssize and perspective what and also addsthat human element. Especiallyif you look like a bearded villain from some B-rated movie. will have And if you do your job right. Using humor in a light. On the other hand. you don't want to use a picture of yourself if you think someof your readersmay respondnegativelyto it.Peoplelike to relateto pretty men eventhough they may not themselves women or handsome be attractive. 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. This makes your copy a person using a conversational more direct communication from one individual to another. You can add a human element by relating a story in your copy.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. Another approachis to use a picture of a human hand holdto ing a small product.

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

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

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

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

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

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

A Few Months Go By After a few months. I was so impressed him and his discoveries he seemed by and so credible that I decidedto put his product to a test. I was temptedto get a bottle. I was then told that there was a S20. The promise wasn't in the form of a hoped-forresult or a dream or even a possibility. ScientistMqde Fotql Error But the scientist made a fatal effor. I received from him an explicitly clear time frame during which my growthswere going to melt away and disappear." he said. 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. Had he not made any claims to me about specific expectedresults. I trusted him. at a cost of $2.000. What did I learn from this experience?The doctor should have simply told me about how his formula improved his life.Still no improvedresultsafter I two more months. The researchis continuing now on humansand he may have indeed createda powerful new medical concept.A 750 ml bottle (the size of a wine bottle) of his formula sold for $600. they saw me coming) and believe it or not. In short. He had all the credibility I neededfor me to ingest this foreign substance into my body. It was a definite warranty that they would disappear. "In just a few months they'Il be gone.I noticed that the growths were not gone as I had been promised. I didn't. Note: In all fairnessto the scientist.I was told by this scientistthat indeedhis formula could eliminate the problem completely. I would not have been disappointedbut would have continued taking the product waiting and hoping that the stuff would kick in and dissolvethose 172 . 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. therewere clinical studies done on rats with his formula by a credible pharmaceutical company and there were very positive results with the rats.000bottle that would do the job (boy.I was then advisedto buy his stronger formula-the one with a higher concentrationof biological repair machines. did.

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

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

20 Getting the Mind to Work Dhapten Huu. 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. lU Axiom The more the mind must work to reach a conclusion successfully. enjoyableor stimulating the experience. I taught this concept at my seminarfor many years. the more positive.and one day one of my participants brought me a copy of a media which confirmedwhat I had beenteaching.Most adverthe senses tising tests today reflect the power of day-after recall but fail to from whole-brainadvertising. will tend to be only temporarily attractive.The article newsletter claimed that a missing element was responsiblefor advertising failure-a lack of whole-brain appeal. intuition. and thought processas well as our innate intuition will tend to be while advertisingwhich merely grabsthe attentionof successful. the opposite is true when you watch a movie that until the very end when it reachesa credkeeps you in suspense ible surpriseending. 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. predict the response 175 - . sensationand emotion. The theory suggests emotions the that advertisingwhich pleasurablyengages senses. 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. However. in are engaged pleasurable were thosethat control The four parts of the brain discussed thinking. Any movie that is not predictableis more enjoyable.

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

I remember all the work I had to go through to get my instrument rating after getting my private pilot's license. not to mention thousands of dollars in expense. the reader feels either paffontzed or bored. the Anything that causes mind to work hard to reacha conclusion createsa positive. Sure I was proud that I was finally a commercial pilot. Working hard for a successful conclusion brings a greatdeal of personalsatisfaction. Not that much study. Make the readerthink to come to a conclusion. He used generalterms and let his readerspicture them in their imagination. On the other hand. It took me months of flying and studY. Vogue Descriptions Promote Work beautiful women in his books. When Hemingwaydescribed he was never very specific.and you createa very stimulating mental effect. When a very difficult product is given to me to sell and I am successful. very little flying and within a few weeks I had the rating. it was simple. I get greatpleasurefrom it. But give me a really easy product-something that is alreadyin demand-and I don't havethe samefeeling of satisfaction. enjoyableor stimulating effect on the brain. but nowhere near as proud as I was of my instrument rating. It was an inexpensive jog indoors. I felt that showing a jogger was showing 177 . You appreciatethat sale to a difficult client a lot more than the one to the pushoverwho bought the very first minute.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. The opposite is true if the mind does not have to work hard and the conclusionis obvious. I Another good exampleis the experience had with a jogging machine. The sameholds true for the mind and the thinking process. If you make your copy too obvious.It was a small flat platform on which you jogged in place. with a separateunit that had a digital readout showsoluing the distanceyou were jogging. it was one of the thrills of my life. And so it is with copywriting. when I took my commercial rating test.And when I finally received my instrument rating.

How do you write copy that doesn't say too much?You do it in the editing process. 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. But then I startedgetting pressurefrom my Japanese supplierwho couldn't understand why I didn't have somebodyjogging on the unit.too much and that the drama of the unit was all that was needed to sell it. disagreed decidedto do as they recommended I but and even put the ad in color. They were convinced that sales would increase. whereasbefore it had just appearedin black and white. TellingToo Much Will Hurl q Sqle Telling too much in copy or even in photography can actually harm a sale. thereby showing clearly how the product was used. You go over your copy after you've written it and you edit with the thoughtin the back of your mind. 178 . '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. The ad bombed. It sold fairly well. 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.

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

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

not preventatives. If you have wrinkles. "Keep your family from Insuranceis another preventative. termsof how you can changeit into a cure. Mony Producfs Mqke Poweful Cures When I sold my wrinkle pill. They represent and treatments. 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. Miracell. the more you think about it. you afe a gteat prospectfor wrinkle creams And think cures.you've think in got a powerful product. 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. The Club has become more of a cure against your fear of having your car stolen. going through hard times after you die. 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. Miracell sold at $25 for a month's supply. like creamsto moisturize yovt about it. You must first make a decision when evaluatinga product. friend." What could be tougher But than thinking you're going to die someday? the older you get. it too was a cure.Let me showyou how this can be done." is a fuel conditioning treatment for called simply 181 d . And rememberthe story about my who alwaystried to sell me insursalesman. The big rage in health food and prevention as I write this naturally This is a hormone secreted today is the melatonrn craze. Moke q Preventqlive q Cure Another pill I have been selling for the past few years' "The Pill. object at the centerof the brain' by the pineal gland-a pea-sized It is supposed to help prevent aging. If you've got a preventative.was not as big a problem as it is now. But with the increasein drug traffic today and with thousandsof cars being stolen every hour. it has suddenlybecomea very big productmore of a cure than a Preventative.

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

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

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

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

" and Thejet waswaitingfor me at O'HareAirportin Chicago his limousinemet me at Los Angelesfor the drive chauffeur-driven all to Malibu. you'll lovethe story. tenniscourtanda breathtaking Sugarman Byline: By Joseph Copy: HaveI got a deal. 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. they still soundquite personaland very compelling. The entire ad involved me telling this story well into the very last column of the ad where I summarized the offer. r87 .95 and then later at $49.It wasclass the way.California.All the developer sayis. didn't know why.And evenif you don't buy this home.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. I with aninvitation. This was before I presented an infomercial first at $39.95 each for a total salesvolthe product in ume of $6 million.And each story is so compelling that you've got to find out what the payoff is. 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.95 and sold closeto 8 million pairs over a six-yearperiod from 1987through 1993. Rolls and werelinedup everywhere the noiseandmusicfrom Royces was special goingon. so you are encouraged to keep reading.but because form.You'11 full ad in Chapter31. The story was the comfind the pelling vehicle driving you through the entire ad. wasinvitedby oneof thetop real It all started in estate developers the countryto attenda partyat his homein would I Malibu.Other like a personalmessage they are in story storiesare told in the third person. with swimmingpool.000pairs of sunglasses $59. Theseads tell a story. Often the best storiesare told in the first personand sound from the writer to the prospect. WhenI droveup to the home. "Justcome.therewas a partygoingon.

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

g. my sentences big words. books arewritten for the 8th to 1Oth Best-selling are 1lth grade Time.And for the most part. or gradelevel of the copy you write: 1.and we learned"would be two sentences). gradelevel. 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. ican audience The following are the rules for determining the Fog Index. On the other hand. 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. I would short and I wouldn't use keep my ad copy simple. (e. In short.if I wantedto reacha very upscale I audience. the wider the audience. fortunately there is a way. the average readsbetweenthe I lth and l2th gradelevels.: 189 . 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. Reoching o Mqss Mqrket For example. The GettysburgAddress and Reader'sDigest have a 1Oth Amergradelevel in common. Takea sampleof your copy-start with 100 to I25 wordsfrom the very beginningof the ad. And in SectionThree you will use this knowledgeto evaluatemy mail order ads and those of others who attendedmy seminar.23 GhaptenRating Your Writing Level amount of knowledgereading You'u" gaineda tremendous this book. Dates and numbersequal 2.if I wanted to reach a mass market. might use bigger words and longer sentences.BusinessWeekand The Wall StreetJournal level. sentences count as separate clauses one word and independent "We studied.

3 words to the percentage long words.4 and you end up with the number4. Divide the number of long words by the total number of words in the selectionto get the percentage long words." "what will I see?" "what couldbe I asked."when you first look througha pair. of 6. b. well rewarded. Do not count short-wordcombinationslike 'pawnbroker' or 'yellowtail'. on theseglasses.4 to get rhe gradelevel.In short.The ad is presented full in Chapin ter 33. Add the average sentencelength to the percentageof long words.'. I am aboutto tell you a truestory. c. of Now add the average sentence length of 9. Do not include proper names. you won't believe it. This meansthat the average number of words per sentence 9.which is 2. 5. of Then multiply the number r2.andyou havethe number 12.2. I will take the first 102 words of copy. your vision improves. you don't believe I will makeit worthyour If me. Objects appear sharper.9. Divide the total number of words by the number of sentences to get the averagesentence length. 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. 7. I have put the three long words in bold type.9. Now let's use as an examplethe vision Breakthroughad we saw in the previouschapter. moredefined. There are 102 total words in this selectionand 11 sentences. Multiply this total by 0. you believe you will be If me.3.2 by 0.Let me explain. but: a.It's so he incredible. soincredible?" "when you put Len continued. whileto change your mind.9Vo. one day he called excitedabout a pair of sunglasses owned. Len is a friend of mine who knowsgoodproducts. Count the numberof long words (thoseof 3 or more syllables). and show you how to determinethe grade level.this ad started being understandable a out to very large segmentof the market by virtue of the fact that it was 190 . 4."he said.3. Do not include verbs that have become 3 or more svllables by adding 'ed' or 'es'.

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

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

$ectionlhnee .

the ads were who were copying my format. if you insist. many of the adsI showedat subsequent themselves. 195 . Hundreds of ads were presentedduring the seminar-each on slides. my first semimine and those of my competitors-the very nars." you might wonder.OK. "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. I used illustrationsto show the best and the worst of mail order advertisingand even non-mail-orderadvertising. seminarswere createdby my former students Finally. Severalof the classic exampleswere duplicatedand only a few of the best passed around. "But hey. I'11include someof those Shucks. By the end of the course.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.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. as well. During the courseof my seminarI showedslidesof various In ads to illustrate the theoriesI was presenting. This is the fine-tuning you'll need to perfect your newly learnedskills.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. But as the courseconcompanies tinued and more and more of my students succeededwith the knowledgeI gavethem. principles actually work in some of the complete ad examples that follow.

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

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

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

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

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

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

Now comesthe closingpitch.But right abovethe coupon you first read a sworn statementfrom his accountant: "I haveexamined this advertisement. Once agarn.all you'velost is a couple minutes an S-cent of and stamp." Don't takeaslong asI did to find out he wasright. 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. Enoughto put the principlesinto action. Today as I write this book a stamp costs 32 cents. Onceagain-I guarantee it. But you may soonbe making somuchmoney thatyou'll be ableto.certifythateverystatement as I is true. I'll proveit to you. the basisof personal On acquaintance with Mr."(Accountant's nameavailable uponrequest. nothing less-the results will be hardto believe. Whatdoesit require? Belief.Justtry it. He usesa little sagewisdom given to him by u wise man he met. If I'm wrong.very honestthroughouthis ad. Once agarn. Joe Karbo for 18 yearsand my professionalrelationship his accountant. 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. Youdon't haveto giveup yourjob.) He also includeshis bank reference. this really is very convincing as prior to Karbo. with completeand total enthusiasm for his conceptand his book. honestyis a powerful psychologicalselling tool. Remember-I guarantee it. Then you examinethe coupon.Enough takea chance. Remember. nobody had ever put anything like this in an ad. even to the point of being disarming. whatif I'm right? But It is interestingto seethe cost of a first classstampback in 1973.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.I'm not asking you to "believe" me. 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 you'll send thecoupon in now. 202 I . The wisestman I everknew told me something neverforgot: I "Most peoplearetoo busyearninga living to makeany money. If you do just that-nothing more.

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

Any student of mail order needing some really good motivation should purchaseit.His work and efforts have been continued in an excellent recently revisedversion of his book including a workbook.Read on.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. But if this seemed like a real fluke-a once-in-a-lifetime experiencethat would be impossibleto duplicat"-you're wrong. with other entrepreneurs using marketingas a methodto market their products. 204 i . The Karbo ad was a classic. 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. Pleaseseethe listing in Appendix D for this courseas well as severalother good direct-marketing books. It is happeningeven as you read this.

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

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

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

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

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

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!


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.


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."




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.


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



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

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

In the next chapter.of points in their careersand a major factor in the early success Victoria'sSecret.And the end of the ad is when the buying decisionhas to be made-it's a critical point in any advertisement. 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. 2t7 . The lessonto be learnedfrom this exampleis that you can write a greatad but then miss some greatopportunitiesat the end.

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

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

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

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

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

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

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

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

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.


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.


$0 ChaRten

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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
This by Jdve4isement nor has nll been pa'cl lor Pipar do I own any Piper stg'k. JStr 6r'v, trt' JLtuv*6^tird .onpror.lte.rrd:hs5 ir a il - m.d 0L'' opa60'o'ia oi tr1 d .d. d rn.ntdddb,a ' ] ' { : d | r y [ d ' ' ' . [ e J o 6 ' ! ' J i ! : t . ' U ! q u 4 i I ' : rr. ud c soEhf, ril er ir d,.Efl !Din 6.h;, a h( $,.{ 'qc n'r pp ;,on-r r'-'l nNi;_ r'oLn s r)Dqb ilFd nkri, ^h:ituior@ido

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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.


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.


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.


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

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

.And then there'sthe credit card issue. This houseis an investment. If. There'sa lot of foreign money out there. And. The developerand his wife are thrilled that I am selling their home.Japanese American Express.If you truly are one of thoserare people home on the best location in America. The propertyitself is so valuablethat all our next door neighborpaid closeto 9 million dollarsfor his one bedroomhouse. in searchof a spectacular call me personallyat no obligation. live in it for 30 days. They rcaltze that the mail order businessis a lot different and are willing to compromise. After you buy the home. "Joe. thing without a 30 day return privilege. tiable hard currency. living.it's sold. Master Card. the rest is history. the house did not sell. after 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.today. we didn't sell enough videos to break even either." "I'm soffy. But that was part of the risk I was willing to take.. I refuse to write anything except under my own But the companyname.000. Enjoy the specthe spaexperience tacular view." sites REFUSAT FINAT .I cannotsell anyI refusedand it was my final refusal. sell your home.000 MalibuMansion As I mentioned. card buyerscall our toll-free number . cious return the home to the original owner for a prompt and courteous refund. you really can be. I am indeedoffering the housefor sale. "I'm soffy. $6. but there'sno way I can I was startingto feel uneasy. walk on the beautiful beaches.And I'm not in the real estatebusiness. as a matter of fact. My customersall have the opportunity to return anything we sell them for a prompt and refund.But than the real estatebusiness don't you compromise. We did get a lot of 235 . Visa or American Express. we do not get the harsh winds off the oceanbut rather gentlebreezes year long.Then I urge you to buy it.on a point." developerpersisted. Yen or any negoAmerican dollars.) Send tapeof the home.We make courteous it easy for them to purchasewith either Master Card. Please call me at (3l2) 564-7000 and arrange for a personal showing.pleaseorder a video refer to productnumber7077Y8.(Please below or credit $20 plus $3 postageand handling to the address below." Well. you aren't completely satisfied. We acceptVisa. PS: If you don't have time for the showing.

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. I didn't acceptthe opportunityas one qazy real estatead was enoughfor me.which I declined. 236 .publicity from the ad including an invitation to appear on the David Lettermanshow.

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

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

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

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

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

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

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

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

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

if it weren't for our open-mindedness. The strong reason was Bob's beautiful cousin.l In the above ad. wouldn't havea chance. "But what about the selection?" "Who cares about the selection?Why don't you just pick the most popular stylesin variousprice ranges. Of coursewe would keep our prices low to provide some real bargains.and we'll have those too. our Actually. on average. In 1978 when this ad was written.After all.14 caratgold makes a nice gift for any lady and with our space-age theme." said Bob. 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. We did keep our prices considerablyless than any jewelry store or catalogdiscountshowroom.000 salary was very high. 247 . After all. keen ability products. He probably thinks he's quite a salesman.000 a year.you might compare. Joy.what a combination! Bob's a funny guy. 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. As I mentioned. I mentioned that our customers earn. can she be at our photographer day so we can make our extendeddeadline?" "Sure. $50. we were human and Joy was a beautiful girl.and I'm sure our customers would appreciatethe convenienceof being able to buy Tuessuch a valuablegift. Bob.Or comparethem after you receivethe chains. who agreed to model the jewelry for us. He selected chainsand his cousin is shown above.In fact. 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. lPrices were then listedfor dffirent styleson the orderform. a $50. the only items we have for women are watches." photographed the Bob left quickly. if you have a chance.and to recognizeoutstandingnew space-age-oriented Bob our compelling desireto satisfythe needsof our customers.Gold SpaceChains might go very well.

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

that's 2.let's take a typical clock radio retailing for $39. It costs the manufacturer$9.So he would be better off selling it to us for $3. Now.000 "lousy rotten" clock radios.000 clock radios with a 5Vodefectiverate. 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).72 to make it.95 clock radio and it only costs us $3 plus maybe $7 to repairit. CONSUMERS PROTECTED ATREADY Consumersare protectedagainstever seeingtheseproducts again becauseeven if the manufacturerrepairs them. Here comesthe good part. Uncle Henry brings it home. let alone one that is used. Impossible-to-traceGuarantee We guarantee that our stolen products will look like brand new merchandise without any trace of previous brand identification or ownership.95 at a major retailer whose name we better not mention or we'll be sued.put a new label on it and prestoa $39. Now think of it.12 to make. But who wants a clock radio that doesn't work at any price! ENTER CONSUMERS HERO we approachthe manufacturerand offer to stealthat $39." It's hard enough selling a new clock radio. We take that clock radio. he can't recycle them as new units. The manufacturer sells the unit to the retailer for $16.95 radio for $3 per unit. He's got to put a label on the product clearly statingthat it is repaired. check it and repair it. 250 . having beenpreviouslyused. the defective one goes right back to the manufactureralong with all the other clock radios that didn't work. Like $ 10. would have to spendanother$5 in labor to fix and repackage and still would have to mark the unit as it. THEUNCTE HENRY PROBTEM Let's say that retailer sells the clock radio to your Uncle Henry.So the manufacturer looks for somebodywilling to buy his bad product for a superfantasticprice.000 "lousy rotten" clock radios in its warehouse. clean it up.not new and if Uncle Henry had his way the label would also say that the product was "lousy" and "rotten. And if this major retail chain sells 40.A MODERN DAYROBINHOOD To explain our concept. ConsumersHero is now sitting with 2. The manufacturer has already spent 59. Then we life test it. replaceanything that makesthe unit look used. test it. taking a small loss and getting rid of his defective merchandise. turns it on and it doesn't work.

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

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

had to be at the full retail price.I ran the following ad. There was only one proviso in the closeout sale.k"r There were 25 misspelled words in this ad and somepretty bad grammar.rrrJ"rDi!9rru:.rr bol} t.(." was the directive from the barter companywho called me on the phone. I could then misspell 25 words and sell the machine for $250 without creatinga problem with my vendor. As a result. as it dependedon the spellingskills of my readers. decided to liquidate the entire load to one of the barter companiesin New York.r r c ' 2s3 t . The Nautilus Lower Back machine had stopped selling at retail.td3 . If it died at retatl. it its full retail price. even more than the full retail price. loaded with inventory.. f | .--.Nobody would know the actual price I was selling it for. So in Juneof 1985.rrfnlingbdlhdsrondi. lmagine writing an ad with dozensof mtsspelledwords and bad grammar and running it in NAUTILUS The Wall Street Journal. ::dhnrkln{ ab. The product was going to cost only around $100. 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.I would offer the product at $500. But I was being forced to offer it for $485.. I had fun writing it-purposely misspellingwords as well as using bad grammar. did in what was one of my most unusualadvertr' tising approaches. Read the ad and see how Vou would have done in the Nautilus SpellingSale. And I could easily sell it for $250 and make a nice profit. I was presentedwith a closeout product.!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.tb. chanceswere slim to none that I could sell any at $485.30 Chapter Nautilus Spelling Sale vra'd tau hnd 'r th's t"ery r.i.. So I createda novel strategy. the manufacturer.--. That's exactly what I SPETLINO SALE .The manufacturerdid not want the product offered at a discountbecauseit would embarrass his retailerswho sold customersthis product at "If it had to be advertised.

I'll reducethe price of the product shownhere by $10.used for rehabilitationpurposeswas too costly for the averageconsumer.Please don't correctmy grammar. we can make everybody happy-especially those of you with good spelling skills and with lower backs you want to strengthen. If you find 10 words mispelled. 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). JS&A intends to do something about both problems. Then multiply the number of mispelled words by $10 and then deductthat amount from the $500 price show in this advertisment.Headline: Nautilus Spelling Sale Subheadline: Every mispelledword you find in this advertisement is worth $10 towardsthe purchase this popular exerciseproduct. of Bold Copy: Americans have two weaknesses.If you circle a word that is not mispelled. 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. Some of them are intentionally mispelled and others are because my spelling is pretty lousy.But be careful.Why such generosity? roo cosTrY Hundredsof retailersthroughoutthe countryhavebeensellingthe Nautilus Lower Back machine for its full retail price of $485. 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. So Nautilus designedone for the home and sold thousands. Nautilus designedit for the consumermarket.you get $250 off the price. ordersmust be All 254 . (My grammar'sbad too.Their $3. Byline: By JosephSugarman. President Copy: This advertisment has severalmispelled words. THE RUTES Look through this ad trying to find severalmispelledwords.we reservethe right to return your order and haveyou affested. we promise to deliver a unit to you for the price you earn.) For every mispelled word you find in this advertisment. And if you find 50 words mispelled.000 hospital version. If you find25 words mispelled.But the manufacturer would obviously be concernedas the machine would upsetthosewho had sold the unit for its full price. The rules are really quite simple.)ou get $100 off the price.you get the product for absolutelynothing.

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

NautilusBackMachine (7068) . We made more profit than I had anticipated.who cared?We broke ad. . $500 Better SpellerCost (7069) I had two surpriseswith the resultsfrom this ad. 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. One of the strongpoints of this ad was the involvementthat it createdon the part of the reader.it certainlymade sense it tied as nicely into the product. . I then usedthis techniqueto sell the Franklin SpellingComputer. . ask for product by number shown below or senda check to the addressbelow. The first was the number of people who missed many of the words. a few rules and came up with a very unique marketing concept that could still work today. How many ads can claim that distinction? The peoplewho found all the words really had a bargaintoo. To order. People were spendinghours reading my ad.bad grammar.There were exactly 25 misspelledwords. And we eventuallysold all of our inventory in what was a very successful Bad spelling.For the spellingcomputer. .But it was this first Nautilus ad that really launchedthe concept.I receivedmail months later asking me for the correct number of misspelledwords. but on averagemost people found around 20 of them.finestpiecesof exercise equiptmentat the lowestpossiblecost for just being able to count our mispelledwords.

Finally. Joseph Sugarman. Las Vegas. 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. But it takespractice.Youcan createthe goosethat lays the goldenegg. Why not shareit with me? Any insights. 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. You can now write a greatmail order ad using my approach to writing copy. Books. can mail your comments to me. drop me a short note with your name.Good luck and best wishes in your quest for success.at DelStar NV 89103. I look at this book as a You work in progressand your input will be most appreciated. 3350 PalmsCenterDrive. 257 a . 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.city and zip code and I'll make sure you receive all of our future announcements.And the more you practice.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. experiences novel theorieswould be welcome too. if you'd like to be on my mailing list. were that weren't mail order adsand you saw what copy elements missingin others.

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

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

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

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

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

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

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

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

Always sell a concept. (page 29) in Axiom 3: The solepurposeof the first sentence an adver(page32) tisementis to get you to read the secondsentence.(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.(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. and its efficiency is dictatedby time.don't assume straintsthat aren't really there.(page38) Axiom 5: Get the readerto say yes and harmonrzewith your accurateand truthful statementswhile reading your copy. that your specificknowledgeand your ability to mentallyprocess paper for the purpose information and transfer it onto a sheetof of selling a product or service.AprcnilixSummary of Axioms and Major G Points lhe following lists summarizetheAxiomsand major points throughoutthis book. Axiom 4: Your ad layout and the first few paragraphsof your ad must createthe buying environmentmost conduciveto the saleof your 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. (page80) 267 .environmentand ego. (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 49) conAxiom 7: When trying to solveproblems.(page58) Axiom 8: Keep the copy interesting and the reader interestedthrough the power of curiosity. creativeorientation.

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

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

Justify the Purchase 7. tramiliaritv 24. Integrity 4. Human Relationships 21. Specificity 23. EstablishAuthority 9.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.Rarity or Uniqueness 19. Honesty 3. Curiosity 16. Credibility 5. Desireto Collect 15. Desireto Belong 14. Current Fads 12. Hope 270 . (chapter 19) 1. Exclusivity. Value and Proof of Value 6. InstantGratification 18. Guilt 22. Greed 8. Satisfaction Conviction 10. Timing 13. Nature of Product I 1. Simplicity 20. Sense Urgency of 17. Feeling of Involvementor Ownership 2.

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

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

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

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

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

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

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

. 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. Laser Beam Mousetrap (April 1977) Great copy but we didn't sell a single one.r. My competitors and tliffiiit#::f'ij. those in a magazineor newspaper. ..:t'itu:l-'r j : l : a 1 . ... If I had sold just one mousetrapI would have felt better... '. IEllom i1Effi i Pages .And we didn't do well with the pendants either. I haveincludedthem herenot necessarily were the most effective or important in my marketing career (those ads are in my next book.. 2..t'& *rqr . lPodet 1".l't*.$irqoffered similar products utilizing the same circuitry explainedall of the product'stechnologyin greatdetail but didn't in do too well. uct's :ir. . Exact months listed below show when the ads were first run When only the year is listed. Mickey Math (January 1975) This tongue-in-cheek ad for executives a child's calculatorand bombed. : : ..:i. I '. 279 . 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. .t Classic Aprcnilix JS&A Ads Ttt. And that's what I did in this ad successful in a very logical and forceful way. Marketing Secretsof a Mail Order Maverick) but becausethey presentexamplesof the typical advertisingthat made our ads and catalogsso unique..s.t.'.It was a total failure. .. :i t.. in ads appeared my catalog. .But the copy was fun.r'-"'^' ! . i... . : t ...: .-':'. The conclusion: calculatorsare seriousbusinesstools and there weren't enough chief executiveofficers with a senseof humor to go for the offer.: 3.:': l r. . . r) i. pitched business The copy read greatbut the product never sold.{:l":Sdr . The headlinecapsulized just a few words the prodconceptand the copy reinforcedthe message. 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..I hope you enjoy reading them as much as I enjoyedwriting them. : 4.1 " " ' l .:.

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

We did quite well with this product. -. 10. Mafla 't Auto Gadset i. Customer Explodes (1982) The headline is an attentiongetting device to get the reader into the copy. That's the premise of this ad which takes the reader on a Sure..i 11. for the Mafia at least. This was a very successful . large number of theseexpensive 13. But as the prospectsread in an effort to find out where I'm headedwith my salespitch. L2.i.You "pickle power"?And as you readthe wonder.-ffi Fi iiiiii:*iii i::.but also my potential customers'frustration at having seenthe value of their computersdrop too. whoseprimary purposeis to sell posters.::-' _ ^ :a'.:ll-:1-.i::l.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.r.:-fi. fantasyadventure But our customers loved the idea and this was a stretch.The product sold well in our catalog.".D V frustration at having lost so much value in my computer from depreciation. 281 .Again.ti:: ffiffi 14.i|."l. You charter the spaceshuttle and then sell seats on it. it..:::. there is every reasonto think that he or she will read all of ad. spaceslutfle -".. Pickle Power (1982)You seethis ad and you're hooked. 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. Mafia Auto Gadget (1982) Here we explain why. But once into the copy. 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. 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.r:r_ " "' . And many did.the remote automobile starting device makesa lot Then of coursewe extendits practicalusesfor the rest of sense.:r:.That's logical. if you're like me the answer is rather obvious. the copy hooks you and leadsyou to the logical ending. It's great copy and resulted in a gadgets being sold. Space Shuttle (1932) How do you sell a poster of a scene from outer space?Of course. of of us non-Mafia typesby explainingthe advantages a product that remotely starts your car. It's fun reading and it educates as and effectively persuades you will soon find out.

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

your customer pulls out his $400 tor was designed for children. Two minutes later clear examples is designed to stimulate math interest and create little geniuses. Clip out Executive Order Form and mail with your check to the address shown below: o NATIONAL SALES GROUP DEPT WMM 42OO DUNDEE RD. al Motors executive. 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.. That's why we recommend it for little deals only. mc :.r<tt.. has Farm insurance salesman or favorite Generdeveloped a space-agecomputer miracle. suitcaseor the trunk of your car. c/ose sa/es and feel smarter with the world's most powerful calculator. all by pressinglittle round buttons. decision-makingprocess.9000 I @tsae c..want to impress: your boss." And no other calculator within two weeks for a prompt and courteous refund. yet powerful digits. I under.. you walk out with the sale. space-age handle makes it fun to lug around.j. corporation. You're at the electronic calculators and other space-age board of directors meeting. State turers of paper clips and rubber bands. return it any 1!ar wrrrrn ty and explicit Mickey Mouse instructi()ns.d. - $19e5 iiu The newest executive . company could dare make that guarantee. I L L. one of America's largest manufac.. The next day you're promoIf you're looking for the perfect gift or a ted to president. They'll not only be getting the latest in space-age technology.-g'. 60062 (3 | 2) 564.95 Acl addDter tr) eons(rve p. You're a salesman. NO R TH B R OO K. The instruction booklet with its colorful pictures and Hewlett Packard HP-80. H E R E ' SW H A T I T C A N D O but they'll never forget you. derive negative balances and figure all kinds of answersautomatically..:":: ( ) Please add the 5i3. figure little deals.f -7t I T I S -. please rush meMickey Math electronic calculator does not make you rich.00 padded carrying cdsc.S. famous.-^-L n[rl1r] -l. Its full-floating decimal..50 pustxgc and hJndling) c('nlplele with "nr more interesting and smarter. It weighs only 14 ounces and its built-in..ff c a l c u l a t o rw i l l d o m o r e l l * il. In fact our guarantee of satisfacE X E C U T I VO R D E R O R M E F tion clearly states.You're at lunch with It is true that the Mickey Math calculaa prospective customer.. While discussing prices. But as America's largest single source of You're the financial vice president of a major U. is. we feel Mickey Math's place is of the board poses an important financial with the executive-as a businesstool and question and points to you for the answer. It's truly the ultimate calculator. "If the Mickey Math (-lYes. You open your briefcase and pull out your Mickey Math. four-function constant and algebraic logic (you perform the functions as you think) make working complex problems a breeze.wer while battery . lmpress your friends. (r' calculator(s) ($ I 9. banker.95 plus each $22..Nc.95 Mickey Math. (lPlease FOR LITTLE DEALS ONLY Mickey Math has six large. OWALI' DISN!]Y PRoDIJCIIoNS Mickey Math is only 1" x 7Vz" x 7t/2" and fits conveniently in your briefcase.Presenting lI. You can do chain calculations. more interesting or smarter.. You pull out your $19.)r during -t dcsk lengthy which will altow usrng the (rlcula executivc c()nfe. I may return Mickcy Math courteous refund. famous.ll.l97s January 1975 283 . great business tool. add the $4..45 $2. THEY'LL NEVER FORGETYOU Give Mickey Math to somebody you Alco... The chairman products. time within two weeks for a prompt and stand that if I do not bec(tme rich.- 4. as a major element in his day-to-day.

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

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

Your timing is perfect. . uses basically the same components as the THE BEST FEATURES Seiko.support and quality. Seiko is one of the world's most respected watchmakers.1978 @JS&A W. send your check for $69. day of to export.i August 1978 286 . And Seiko can't supply enoughof them to their dealers.but it is also responsible bringfor ing better value to a free marketplace.a public company that specializes in obtainingthe best digitalwatchesand insuring their value with excellentservice.Open competitionhas not only been the catalystfor innovation.and features make it a truly outstandingvalue. 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. Quafity You'll be amazed at the excellent LABOR EXPENSIVEIN JAPAN quality of the Mercury. return it within 30 days for a prompt and courteous refund. pleaseadd 5% sales tax) to the address shown belowor creditcard buyersmay callour toll{ree numberbelow. lf after a truly side-by-sidecomparison.E..95 for the silver-tonemodel or $79. The new crop of digital watches rarely malfunction. C a I I T O L L . it is reassuring to know that there is a prompt service-by-mail facility. ln lllinois Call .DUPLICATION TECHNOLOGY |. The Mercury copy shown above looks almost exactlylike the Seikoand costsdealers approximately$50.. the week.S.and its chronographf unclions. today. Hong Kong's labor costs are far less The alarm chronograph has an alarm that than in Japan. . minutes. the month and date. An average Japanese watch really wakes you up.. and they're selling them as fast as they get them. 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. but because it's probably America's best-selling new expensivedigital watch.95 for the gold-tonealong with $3. especially compared Unlike the Seiko watch which is made in side by side with the Seiko.AP OneJS&APlaza Northbrook. and lap which starts comparison to the U. All the features of the Seiko watch are duplicated in this digital watch. Quartz LC also remembers the days in a month and automaticallyrecyclesto the correct first day of the next month. . Their quality is outstanding.its alarm. BOTH BACKED BY SERVICE The Seiko is backedby a nationalnetworkof service centers. Unfair? You be the judge. The Mercury is backed by a very efficientservice-by-mail center. The Seiko chronograph alarm sells for $300. ls it unfair to copy a popular expensive watch? America'sgrowthcan be traceddirectly to the principleof open competition. Compareits accuracy. 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. And jewelers love the item. Dept.F R E. although American watch manufacturer. countingthe split secondswhile you freezethe The value of the yen has skyrocketedwhile time for reading. . the Mercury is manufactured under Accuracy The Mercury is guaranteed accurspecial contractin Hong Kong by a prominent ate to within 15 seconds per month.which any jeweler can do. Why not order the Mercury LC at no obligation.We promiseto acceptthe return of your watch with absolutely no questions asked and even refundthe $3.add if you want the total time the Hong Kong dollar has changed little in of several periods. Japan.a one year limitedwarranty and two substantialcompaniesbacking your modest investment. Compare it feature for feature with the Seiko. . Most dealers are selling it for $100. (312)564-7000 Group. 8 0 0 3 2 3 . but if service is ever required.quality.50 per order for postage and handling (lllinois residents.6 4 0 0 . To order your MercuryQuartzLC. So all Seiko countingf rom zero when you pressthe button.you aren't convincedthat its accuracy. Support Mercury is a division of Leisurecraft Industries.Sincethe latest crop of space-age digital LC watches require very little service other than battery replacement. The watch shown above is a copy of the Seiko chronographalarm. . products have become even more expensive You have hours. EXAMINE THE FEATURES Order the Mercury from JS&A on a trial basis.and they have producedmany great innovationsin the digitalwatch industry. The watch costs jewelers $150. 60062 (312)564-7000 lll. Unfair? Maybe if you were Seiko it would be.-m #ffi r*# r 1 t uniaircopy The watch shown here is a copy of the world famous Seiko chronograph alarm. Inc. The Mercury It's really a shame. The watch much greateraccuracycan be expected. dollar. having literally taken over the quartz watch industry.. service has become less a concern.95.50 postageand handling. seconds. lt is an excellent example of the fierce competition in the United States. not only becauseof the excellent reputationof the Seiko brand. But then we're all not that lucky. but the ditferences lie mainly in the labor.

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

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

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

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

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

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

Instead of slocking * varioty of battsri€. but il can psw6r any efaclr*ni$ pfsduct lhat uses D. 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. firsl describe whai it doas and horu it's Pswered' a *-ceH. Let us sfiy you svn an electr*nis pickle lhat takes a S"cell battery. 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. Like aur $1$*0 Laser Beam Mousetrap sr Bvefi aur Mnkey Mause Calculatsr' {Neilher sold very wnll by the 1ry4y. I{OLLO\T' TECHfiOLOGY $o pcwertul is lhe AA"c*ll batl€ry that rvith rvaffenty.e.U$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. today. grsat." And quil* frankly. WP'll send yau the batleriss.battpry *yslern After a'l.95. yau'r€ right' It's a *tupid product thal nermslly $s'd nevsr intrsduce if it weren"l for those craxy batterie& shown abcve. One af the disadvanlages l.$. Ysrr $el ot four AA-cetts. lt ftrl.95 tnserf lhe AA*atl ir|t* lhe batterT cornpedg-vatl batt€ry i$ only ffierrt ef the t#ltypc#€bff ete*tronic Pickl*" {s020cA07 3. The electronic pickle looks exactly like a pickte y*u'd lind ln any pickfe iar. Then il hattery) lasls fsr flve years and i* onB sl the Dynarnir Al'*ell ballery can be recharged keep th*rn. "l'rte h€srd of lh* " llcw wait. C and D batt€ry lilb€s and reeharEer cosl only is4. retufn tha sompl€te purchase {inest and rno$t snsrgy-filfed high-capecity over 1. we h*pe yau'll already own our Oy*amic pickle place tho AA-cetl int$ lhat hcllsw C battsry any BBplication. Our produckon engrne*rinE fedrn soul$n ? f6$i$f. replaee 14"000 fifty-csnt cnt*on bafleries. The secrel *t th6 syslsnl is nst snly the holhw battery 6&ncept bul also a new AA-cell hattsty ys!. batteries ever develoPed. in$tructisn$ and live-year lir*ited you-lt need l0rlhe C and P-e€ll. you simply purchase AA-cell rschsrg€ables and s kil pf ho$ow C and D-c*ll$. Then really t*st lh€ batlerie* when The Oynemic In$lrumenl$ AA'cell resherge' only one charge il will oull*st 14 carbon ba!. tha baitery dssign that provides all th€ power 9fl"P5 {00e1CA07l. One dynarnic AA-cell can package and we'll rstund th* €fitirs price in*luding psstage.lSf courg.litn mcs! re' chargeable batteria$ is thsir hi$h cost" Wilh the hr'llorr bgtlery conc€pt and lhe new Dynarnic AA-cell. however.*0}. use lcr c*mPsnsan. yoti simply $lip the C-cell lvllh ils pc*rsdul AA-eell ints the S'eell tube and you'vs got a nerir s-cell. tle saving* start lYith the ltlw price af tha AA-cell rnd really bscorne dramalif. tselore ys$ reach far your phan* lo srder one. No prcblern Simply Nobody would use 14.000 times. Alkalins or redhargsable bal. Th* kil alsa ineludes a smali reclatging ilr'lit whieh can also rscharg€ th€ Oynamaf g-v*ll battery.pickle pourer An amazing n€blrdrscovery may chang& the wAy we plw*r Qur Piclr/es. Ord*r ycur luhe abave and prestp. &ul *tap." y*u r'nightsay' pet rock but dre efe*tronic pickle rnight be a Iiltl* l6c much. Whsn our ele*trsnic pickl€ besorlgs sva. every gaad terie* rx*uld definitcly be more praftiesl' btlt should be poar*red tor peanuts. 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 . must take ths award fnr being our most ilnusual prffducl ever.OCI}. The bati*ria* are part of a nsrv inv€ntisn ihal can nst only power lh* eleetrcnic pickle.) The electrsric pickle. you've gat a C-ccfl. You *an srder a set o{ lpur AA-cslls plus {our of the hollse/ C & 0-csll tubss for snly SS{.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. $rilpllE csl{cEPT The eoncept i* guite simpl*. regardle** cl l'/hat batteries at no obligation. J$&A ha* h*ndlsd plenty of unusilaf prsd' ucts.. we'd bstte.0o0 carbon batterie$ tn able.this exarnple is nci very r€ali$tic. C or AA"cell bstteries.

ho*rever.[n *hort. The manulaeturer thaught responded Sy turning lhe.. 5a il's not surprising lhst wB have li$ally corne utr wrth a prcducl lhat rnighl nppeal t0 *r. Noi sa happy. $a thg chances al anyone el*e'n pager slarlirq yout car i* very rern$ts. lfreir life depended an ill Anel th*n there wag tfi* prabler* of inclsllalion. And frnalfy. *sl yftJr ernefsency lransrnis$isn THE RIGIIT TEi'FEHATURE brehe and lurn on the air-condi(rsfiing. Ofi**. and th* sun is lurningthe insideaf y$ur car inlc a pressrrc ccoker. It rvasr}'t l*ng befcre we realizcd th*t sur You're nnw sitiins in your *rllice.$01lor ear$ with aillornaiie We thoughl. the unit r{lll But don"t jur{ wish you had one in your ear. l..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. $ufllfipr or a ?rarfnfsr rn srinter. but y*u'll nsver lose your !ile. Then lo$ the pnger's di$tar}celimitaHOIV WfiOllG WE WEnE "llne flt $ighl. lhs Csmputpr il irl a plarn brgwn wrapper. Ruto 1982 294 .s/e on want$ to ctes into a ccsl air-condilionedr8r in $tarler ontil the caf $tarl$. ll'$ nsl very aice.rte *ach other rs th* car bnmlr." {ofi*rs. Soon il's lirn* bul gadget eonnfli$ii*urs* ihs ear enthusiasls who wanl tfle ullir*ate auls gadgel.*tarler for betrveen pager. vle {aund the ai{ord nne.Ths r€mol€ Sanssisrs.rsily *nd€rgland and Freserled to J$&4.!rarranty.Mafia Gadget a Annaunclng great new praduct for custam*r wha a spec.l'shoiling polgntial cosl$rrrgrs were not iust gang$ter* hot €]utside.alty-targeted doesn'f want fo be quiteso targeted. Yru rnay lose your rpr.fi$0 cu. And tinal|y. Bul whnt il you with rnarrual tfansrnr$si0n. 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. start atlsr $&veral ett€rn$l$.ir gangst€r rL!$l$rner$.. Howevgr. manv $t tle disapp0rntc$. ll will Frrmp il"!eeccelerator at inlervals $SZS{8060C. guest f{] your car wilh an arnpor"lanl Ysu tak* sul ysur slim pockel lrarlr*'rittrer. the &ir" leffipgrfilu{e? fven if ycu keep yo*r car in a cundilioner llrrn$ $n and the inlerior l*msarSarage. Here's l#hat we mefin. singBr$. lt {h* ear dcesn't arg eorning ou{ wilh a ilnit for dies€lc tater.lsl Eefcre you leave yu*r car. One ol lhe {avgrils ways Sflng$tershffvs lo slirnin. Th* ifislall$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. lhers ar€ limas erhsn you'll nish you fiture $tart$ l* dr$p hffd the C$nrsufer Sisrt.5 $ecofids depending sn the sulside sy$t€m are supplied. !:ul il csrleinly dor$ lhe lst) GANGSTERS NOT STUPID Gangsters. Think o{ it. ln fact" the product *a* called Cornputer autnn"*a{ically shut down l{ avsid any batt*ry Order one. s$n$ writers and politicrans s$fir miqht evsn be g. lnragine ln leav€ the ot{ice. Our curr*fil $nit witl not be whc parks a sar al lh* ofJice nli day and rrhs tgmperalure. f*rg*i you starlsd y$ur car. if w8s donB sa $rithsu{ $pace-ffQe eleclronics.re*n $50 f*r an American car lo $'140inr a yvalls ljrnits the di$lanc* slight|y allhough Mgrced*s. 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.t325 {8070SAW 4 50} l*r cars high Whc watrld pay $3?5 lsr a gadgei unlnss possible lo save g*s*line. th$l is. *re n*t slupid.qni 4. 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-.il'* a bamb placed und€r lhr ho$d *f a ear and s*l *i{ when the ignit. ofrlil ths introduclisfl ut the ffern*te 8*mb lgniter. walkin6 up and la havs il r*nning and at ju$t lha ri$hl Ffe$$ e buflon and ysur €ar slerts.rs can csrfifs$ably and frorn a dis" t*nee $lart your car$ wilh compteie peecs s{ rnind. Soing through bet'. 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. lh€ car ilnaiautornaticsllyturfis clf fi:* car. can *a*i[y Oesfiite this safety limilation.. JS&A ha$ 6vef S00. il's perlecl tor f. snd wanls lo have ssrnelhiftg difterenl. ssrfi* car$ are difti*rrll la $lerl--esssejallvin cnld lceath€r. nut plenty (]t ch*ulf*urs aren'l $s haFpy almilt lhrs arranffernsnl eilher. In*tallgiicn is really na probl*mfcoking *r":ld wind*w won'1.lhs devics dses indesd Ccrnpuler Starl lo tle plenty ol fun. The Cornpuier $tari a sns-year lirniled r. $im$lv *xptrained. 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. 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*$. lricks. however. Thsrs *re thausands of differ*nl {requen" cies usgd in the ilnit's pager.on i* lilrfi*d cn. in park. ll you don't qel ts y*&Jr be{*r* srx 1$llselve maautes.lhat ih* tosl $a$ ts$ tn bring down lhe idling sp*erl as guickty as lran$nrissicn. i&stel{it and enjay a eonvenience Start and nci Flemole Bornh }Snltsf. ysu put your E#lawayS. and it will c*ntirrue to turn lhe \ryOrk cfir$with dreselecgin€s. afid lhare il elands running merrily sn? N{} problgm. whcm drive prclty expen$rve cars."ThRtmeansyou tion is 500 f*et *ul we !{*rg rvrong. hire chauffeur* tc sisrt their fflrs white they'll they sifiy €t a saf€ dislffnc€. tsday. *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. S*me ar* lanrcus rnovi* sfars.5 ts 3. hat!€ries and lhe ths Ccmpuler $tart that ihe producf lryould excellenl lor anyone 1.Ingsler$. 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. in rnlnd.

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. lf you'it an$\i. ll$ d*srgn D€rrnits nne-hanrJ $psration thanks io lhe larg* V*lcra slrtP. This which in *ur opinlon reptessnt o$lstanding rsaches a pesk wilh each heartbeat quality and value. cfllalgg arrived loday. One unit is only $Sg 95 ores$ute ($ystol€l and then decreases between beats and has an *nalog display {e needle.whe] nsw have hyp*rleosion. ycur pulse rate is disPlaYed. the needle is pointing to your sistolic reading. {herJ t$ lsl the cuslomer knnw axactly wrrat cially in ii$ early slages he'fl get. 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.A one-year limilad war{8nty als$ accomBaries each $nit. Sp*er eontinued' likc in. 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€. Onee in place.dneys leading lo heart altaek UFSET WITH WHIT€N ''l And then Mr. Aleer lhey are display*d. iust the act o{ reEularly taking $peer.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. 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. vou're ripht. itv. 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€. Hyper{erwiun is a very seriou$ disease for "Your nelv t$.t'll sEHsE GCIos coltlloil probably send 1nan oriJer.strske cr kidney ixflure0{ lhe estiffiat*d ?5 rnillton American$ formatrvecopy even wordy copy . Our produclsar€ tops but Somelimes il taks$ out cuslsnter$ lo keep our adverlr$tn$ pefipte on tsf) {ao. 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. That's all lhere is 1o il and ii's really lhat simpte t0 oPerale. 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. when you'te had it lor awhile. $a Mr lronically. The eleclror. we tailed lo c*ver lhe ba*ics. there are fio otll'lsu$ Mr.o reason$. Elor}d presxure is lhe torc€ €xeried hy thc .checklng your blaod pressure fleriadieelty i* ly gocled.}.{I.lhal (di6$tols]. First..1596 gifens two blood pre$sure unils flow ol blood again*t ths adery well$. brain or k. The cufl ct each uni! ha$ a $ound-sen5lnE devrce wtlrch prcks up lhe sounds cteated durinq *ystole and di*stole. When lhe red liaht lurns ott. There's noltring to ohserve. Thanks Hal lfe reatly needed that. ducied at ihe Univer$ity af Wa$hifigton in TH€ SLOOO PRESSUFII STOFIY Seettle.. Spe*r's lelt*r slarted *ul. all batteries and complele in$lructions. You inltale wruld with sur rnadel 310 and the cull as yc'r.er my que$trons. advertisemerrt And hs ryas right. 5 0. imp0rlanl. you prrmp air inlo the sleeve wilh tlre allached rubbsr bulb until systhe needl€ goes beyond your estrrnated talic reading. New Yorh was one of HO OBVI0US $lcHs tnem. ctrog and b00kl€t?" ev*nluallv chcke *tt blo*d ls lhe haart. We hope sur desctiption rn thi* adverliss* rnent is ntore io keeping sith lhe 'l$&A gtyle 6l adv€rlising. ' $ 6 9 ' s 5 M { } d * l 4 I $ g { ? O z C I r A C I S 4 . 1 3 9 " 9 $ 1982 29s . Secandly. and t ?hink I'd lik€ lt] signs thal ysu hav* it. *nder f*ile$ 1& answer. 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. M * d e l 3 1 0 { 7 S 1 O C A * S 4 . E*eh unit ais* f. When your blaor:! rnils you ts attaeh the steeve 9S out asEistance. We nb$olut€.r sit bgck as ysur readings 6re aulomalically displ*yed.. $a you may innoc€nl" gul truy on* of your blcod pr*ssure le$t€rs. poifil$ !o lhe corr€ct r*adin$$ as $ppas€S lo a When y*u m€asure btroodpr***ute' thete digi{alfe*d sutJ.are you hnv* Ws get lols of mail-rnastly orders' Bul and rerneins therg.. loses there a bsaklet on under$tanding the blood eflicrency and pump$ less blood with each instructrofl pres$urc readtngst Was therc 3n beal. rno$! dofi l Se$t you Eile yor. "Wa$ lhe unil hatlery-po1s*red? Was like. This Velaru fasten€t perBlocd pressure ranges {r6nr ff low of youf$ell withover 60 up to 140 cver 90.rr copyvrrtler a isrnifiarirallon lecture and then tell hirfi know lhey have rt And hypefiension espe* is curable.orn*$ eompl€te with a handy carryrn$case. We're hunran and accasionally we goof.0 0 1. gu Velcro fastener. the hearl weakens. this extra burden. 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. . rve're going one $lep larlhst.bul I sugpisdult. $peer." Owning a blocld p{e$sur* monllor an{t Well Mr. Aflery w*lls are injurred. pressu{* g{}es up {a and beysnd 14p 61'err custsmsrExplodes Our upsef cusfnrnerPoinfed oat that cur la$f bload Prsssurg was l*usy.Ccurrenl '$ r#quired. ln our desire ts lell the $tory ol a good cqinmon$En$eway to prol€ct ysur$elt.

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

'e "PraduclnThatThink" pen lake sur rrewJ$&S.rhieh you rctu{n$thF prrniclement".l I askr:rj i*f rl$ nil.bul lhe *Aft€ jrrki h.ltalfrql1i3?Th. .m.rhsru{ |tiqh-quniitysinE. answeredBao.kr.i agre*d tn *fl*r lhe t:e'.iclgavr that Bcb had red*signt:egn ar:c:l ''frgkil' eeithe lirsl ll'rs letfels s* it rsad "ML{ch b*ttrr.' rephtrd $ab tne J.rfini*r. "Ycs. th* SAfia {?{}0{lrins thAl rt.. Juki during $uf $Fl**lill0f1€f per$i$lart sale*tnat1t4rr{h abrlily lf}e *gb'* a ls csm{. l'nr *ure ihere's a w*y to fi*{ ffrourrcl " it Thenx*dd*nly.4ller you'r. *v*n 8*b harJitrsrvorlc oul lt}r him.rvbs 6r-rlS$+!v.*1"1i a Japan€*e csrn$:erl1{ ffd*mali* sl*de{i ir1bu-tinessin 193$ rnoh.rinied *ul "'ery qulclq}y.111'r pef$onff![yho\v ea$'y' 1$lil tyf]s vrtthali tls urtt" il q$e te&lures. .tce !t*y aflet y$Ll reach a*# lh* en$ . S*riflt. ff lh** tlulled *r-r1 b{oerntsil li. &ob.e.rchi*e tltill.his excrtsrflefil ot'rerwhal wa$ 1* *i:viuu*ly a'.auld have. A{1Sth* pri*lrrrg hear:j n:cues rthen u*xrJ vrith your computef bidir*ctionmlly s{r y*ur lellets are t. $?79 Juhr f1*0 {60SSFS.lpafl r$ likt Mer*edes 1&Arn€riciif VAI{€UAffCI SELfiCTIO'T "And the lyFe!. "L*t tt'r€ flr*sefll tha ijllimfit* lVtrlcwril*r"" *0as1e{.fritsrlhey s*i**tnd es th*ir vxngu"grd$rfl{jll*l is th* Jr.*$*ackepffg*. Th. eh*ve . *nnvenience.ls!-*l€. "Tlr* h#$ n 1?" paF*r widlh c. I i*r**d al trirero tlr* Juki lab*l hacl in$i€.iholv ntl.*ry iEnS*tlar'tl xStfidt.l p*n and siarlcd dr*wing s*mtthrng nvsr the *arne Juki. Th* pen rs 1.*ll:1 pre{i$ a nyphen of *tt. to*jay. utl vrith an*ltgrD l* buyar$' oi}j*cltgns 8ul in a}ficsl imp*sEiblssrtuations." "Thal "8rrt yvait... $ rellrfr'l?ans f*stutB {'.'tiler. irf l"'arJ revolutionflfJr i.rllycatlerlJuki:?" 'r{irt:11 *alletJ.I-1'1ilIn'r. "Juki?" | *sked.vft$ xerc thr:l rsrih a tl.]-]s.iuhi's.rit*f The darsgv. Jce.. oll the l*{e$t lsalilres and.r-.#fis a re*l rucces* s{cry lly rr*vr $ab wa*.rritety*Lt*artw(l ifi C.. th* prifitln€ el*rnenl Utv*s FERSI$TANT SAL€SMAN ts d*crd*rl <J*lrnrl*ly kesp it. A*d I'rrrsufg olrr **st€rttet$ +JoultJ lt: olvn Bnb. h*'* l:reaulihlit ldroks flnd he.h**!pt'nling elemenlxarc *asily inTh* lofuhailgesbls *fid '*\. war il{l*r 1f1o tti* iv*r.rng pr*s6lered.N* $th*r f{mparly ha* *vet 1#c* iwtrr.frr\*$ 'q t$.aulufililii* underltning ilt. sir*. S<:bwtrs a1rfl*sl By nrl'.ttton. Ate i't.1mF.lfi 1&i*.19 fltrlc-1?.ll rva$ nlirris by JLrki. y*u'v* d*fte an ej{*ctrlsfi[ 1tlb." LOT MORE CIO'{I$ ''Jr." rl'$ Ncw I r*alire lhal fl ttrcdilfrl can ll8 il **o* pmduct r*gnrdl*tu $r lh* nat*e.lt }:tsiraliil a hrgh'qu*lityJulti. Order *n* al tis ptltr{J{. "Juiii.. on a high'q*ality Julti. ' dfin't terl uns.." ! resporded. Juki in lv . ll .00)325 int*riare {60*?F 6 S*}325 Juki f30S wJparellel il.lory1*ilgtgtit*rlns $SVERAL AVAILASLE "Yc'u 10.rtrndtha{e'$ a l?"ehara*ter trufier 1? arrtj nlerrilry *irr:ulti y*r-: lyp* l*$ter thaft th* sp*rd {t{ 1* cl'}ar*cl€r}per *eccnd. can say Juki fi"wfin* hl{lh fiLJilirty rn Ja$frn "Then Juki decid*d tn q*i int* tlte lyprwrit*r husinsss hy going *gainsl IBM in the nflice lype'. 8o* grinnedlrc#l eilr to eaf "J*e { *il1j6'pat*Stf'ralrencligtt.. ke* af chargeand chnngeJuki Eupply thai'r. fisk*d hirn to brinil a cn bacxgrcu*d in?ot*ratran Ju!"ral*r:g '"vrth $aftPlAlYF*l'.Thnn r*rlrafl *r 2t0fi 1.lii. n$e nr*tiono{ lhe €L1r*spsild fh*t the btdrrecli*nal ':l*u." "Br:b.3. lot A.vril*rmarket l}: ynu rem*o-rlla{ih€ Avstlll typgr.*i the line)." h1* B*Lr tlren ope*erJ t-.The avrard is gtven l* the corxllany cl pr*ducing pftCilci* wlth the lea$l 3fi1-1$n1 dcfects.111"9 "R*aily" Jr:e Tflal'* Bob? ls it re. LEA$T NEF€CTS "Tlixn Jr'lkl '.l? .l'. J.{ttlridqe *arbon tit)*sn* $lfiltlty pl*p irr " {*arrirg fit lhs rYroiith.slket u'tlh iis *rtn name especialrvithAvantl.n?fit " aller l*M.ritr! and ci*ep ccrtrhall *refidtic$ unvtll*d rvhal rnd*xd wa$ a ileaulifulI'l {ist'!}fird. q*lug.r ch*nces ar* the'f '*'r*fs)i*till a parr*i L*vi 1e*nx. Srnuck*($ elefl *:undr f]*lt€r". xlu-narrai l:thl-i!ei$ht l'lp*'t{ril*r. rl yo{.lp hrrefcas€ fr*iJ In a llurry *t nlm .vfflt t)fl trl rqirx ht. *a{l*d arttl lsk"i fiP Inal When tire $i:rlasman tyFmltrrlerlc . We'il ecll .." }-{e as ii to sir?. . trilh ff r]&rne f{rt lik* Jukr.8r4! *rs a\lelilahls.a.'€'ll kee ln **iti.q ytlti **1 il.hn v"'*uld 14. it * lhe *ame Juki.t1 r:ompafiy *ratrhrne rl !\ar 11. ltlbel sski fhaf Fr*m lhe santecornpanY yaur jeansand Put stitched in buffonholes yaur relafives.Drdera Juk.Dr:t' guns. MicrsrrlS S Rrlrbunfianriclger.. !" a r'I1Er.itsr itg *trr.usy 'a'h**l* . ther] .ki ?1*[**n gl*6d*i{v raheel prtn' tr*nif p*l **r'raliyFs''!'ril*{'}"-itn 1i*S *isrnsfi{t. S'ulu.. . iyp*. &oi€r F*a'?0 dJdist' 1984 297 .rrs* fepeat*{J. Ycr. A p*riecl p*rtaill€ *r parsnnal typewlilef t*r lhe p*r$*n lcr*k:nglor qualily. you $r any nf y**t felal'v*s rng ?d+rlcl ''. ${4 irlt*rt#c€. "l'fl1 "$"iour $*r8 fi':r pl*aranl. hul-l*litrg vrilh *r:thugiasn'r ''.wfis "$* li:ere y** have it. 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.lpac'ly with Juk"i lin*. . Jce...S0} Juki 2t0S wlserialinlsilace (609rF *.Aflor all. and thfy hec*fi* lils lilrile*t tyFe\-/rilers rfi.' l avnlaifi*ti. !*ii'vs g*t ff l*ller' quflfrly . ilellirg the h*nl si h.rrrlrng Fv*ry key c*n be su(h a* sxThete *re f}sfll l4air.*l hrrn. l'iis erllhusiasrn.rl nsfii* a lyll€wfrlet Jutr{i? tt 1 S* wlrerr E*h calleeJ. lf y*u frt{r€f ths X€fi0. Jukr rv*nl oil lo tlr*$F-ler by nr*king cornmqrn'al$'g*'rngrltafhit:es vrirJeh oe{* ln ih* dnmi$41€d trnrkl r-rrarket latll." ?1*0 Ookr..rt {rttr..qpr[ri*an ly$ewfiler m.Ssb. tlrs.tl'!er} au{Drni*if.rlrji:* delighi*el lfi l-rent.Juk!.ific. $lrleil'r high qualily..o n*rriifi{tr *'rrard*-*1it*high#sl avlard n Japan*** *lnr" pany **r"ritJ rEin.*urs iuxl lot buyrng lhe . S Lifl"o#TaFs$ ltllf*i st$spli*tt irllh unti. can r*l*ct any on* *f !hre* Fitfif1es: '15. IIIC}IEST QUALITY that is thal ll $*f. rr*adgrswar. V{hxn he ctspFed.jrlki thcn clecid*d i* efiicf the . '.nrJ thet'* *'hnn 1"/c *rcre *rki'r lhan ".'t '1 rr'rakge llipi'1g turr. Ycu pr*senlad y*Lirtypewriterwell a*d the Jxkr rs **rtarnlya ft*duti ts il* ptol"itJ Fkf r:f. .' I *igh*tt.va. ?r*F Jo*i' Bab t*sp**ded..

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preparing 12. 7l-12 Bringe. Steve. and. Arlvert ising Age.specificitY about. 150 by. 2 3 3 . 150 I76. r43 Burglaralarms. stimulating. : B luB locker Corporation/sunglasses for. 216 9l Calano. . See alsoMall order adverPrint advertisements tisements. 70 2J Captions.229 AOPA Pilot.60.Leo: advertisement 14-15 of personalitY .I 40-43.9 8 . advertisingfor. Burnett. e Believabiltty.desirefor. 4 ' 7 . 144 Bone Fone. 5l 299 . Week: Business writing level of. examples of. on technical 117 explanations. coursewith. 9 5 . -92. 137-38.Jimmy.running. 158 Algren. 168-69 Brando. advertisement for.1 7 2 95-96. and. urgencYabout. 151-52 Big idea. infomercialsfor.curiosityabout. Assumedconstraints. 56. 84. Se CredibilitY Belonging.explaining. creating.l 2 l . 5 5 -5 8 27. 91.91. 98 . 93.Marlon: PocketCB and. 52-53 Assembly.See rzlsoExpertise Bally pinball game. Brand names: familiarity with. 149 Battram Galleries.168. Calculators.curiositY about. 42-43. 2 2 6 . 139-40 Batman credit card.18-19.262 Airplanetails. 4 0 -4 1 . xiv.155. 127. 89.72 Authority. 120. 57. 3 5 . emotional feel and.collecting.92. 150 50. 167. 170.Jimmy: credit cardsand. CareerTrack. 137 53.John. 165.advertisement f o r . timing of. l 8l . I 85. 156 Canon Corporation.67 American Heart Association. 2J29. 9J.I 86.4J. 153. 154.45. 207 B yl i nes.37. 150 in. advertisement Articles.graphicelementsin. saving. Nelson.206. advertisement 3. 2 1 5 Auge. 178 Brain. 51. storytelling trial periodfor. Peter. CashinElectric CompanY. 29. 154.campaign by. gaining/holding. hoPe Biological repair machines.lnilex Your Guide to Relevant ToPics A/B split. fro m.attractionof.153. advertisement 241-43. 117 Carter. 1 1 1 . 5. Paul: on seekingassurance. J l. 166-61 260 Beatles.xiii Allen. 189 Buying environment:coPYlength 35-38.14-75 Advertising Secretsof the Written cassette Word (Sugarman). 188. technical in.186.263-64. 16l-62 in. in. 48.1 1 8 . 68 Caples. establishing.1 5. explanations 117. selling. 98 Block diagrams.40.9 6 . Problems with.examPle o f. 2 32 4 1 . copy elements Advertisements: 113-28.Problems w i th .2 2 Bargains. Attention. credibilityof.

202. 106-7 Concepts:combining productsinto. 4. 15.128. 136-38. 181. Seealso Pocket CB Clarity. 48: advertisement for. g. Seea/so Seedsof curiosity Customers. 9.200. 83 Dictionary.63 Direct Marketing. 13. copywriting and. 1 2 . knowing. 206.24. 63.credibility and. 19.21. establishin 166-67.1 4 . 5 8 DelGaudio. personal communicationand. building. elementsof. marketing and. 144-45. 241. 138 Chait. commercialapproachand. as motivating factor. 6 5 . 158. Edward: lateralthinking a n d .i4 Cinamon. 1.24. 14. 17l. xiii. ljg-83 Curiosity. importanceof.l l l . 108. 47. xiv Charities. l8-79 De Bono. The: selling. 176 Direct mailing.7I.202 Creative staff. Seealso "HOT" Copy: amountof. I99.using.building. psychologyof. reaching. considerationsabout.73.84-85. li.Pete:McDonnell Douglas and.I54. 3 300 .249 Consumers Hero. 138. 213-16 Celebrity endorsers. 9 Cincinnati Microwave. 2 3 C opyw ri ti ng.20. 120 Clich6s. testimonialsand.4-5. 61. 202. 169. 50-52. 148.175 Confidence. 151 Cycle magaztne. 209. 173-74. selling. 56. ll7. 93.196. personal.l. price and. 14. 206.23.mailings from.87 -92 Compilers:examplesof. price and. goal of.advertisement format from. emotional processin. practicing 23-25 .57. 88-89. di rect 5. advertisementin. 89. 8 5 Copy sequence. 90. C oupons.172. 220. 142-43. selling. 113-29.198.pressureof. 165 Cheever.92. assumed constraints with. 92. enhancing.92.piggy-backing on. 149 Citizensband radios: fad for.72.Richard: want ad by. 222 Conrad. traffic and.writing with. 93-99 Copywriters.1 3 . as mentalprocess. originators and. 79-80 Credibility. hope and. 69 Digital watches. 152-53 Commas. 260 Comprehension. SeeFog Index Computers. 45. 200. 260. 37. 199.example of . freedom for.4 2 .261. 72. 170 Club. 179. xiv. specificityand. preventatives and.4. 140.determining level of. readi n g . 63. 126-27:truthful ness and.4. 137. selling.3 3 . selling. 25. 43 Deadlines. authority about.74. 139. 59.98. developing. acting as. 8I. 259-60.7I-75 Conclusions.selling. 88 Direct marketing. 48-49. 93. I55.158.9i.180-81 Collectibles. 33. working for. John.characteristics I 1of.221 Consolidated International. 154-55. I7 3-74. 103:compelling. Larry.Catalogs. -38. 81-85.25. 9. 220. 39 Consumeradvocate. 107 Communication. 136 Cures:fear and. I20. technical explanationsand. xiii Chesscomputers.93.5. 181-82. 166.personalletter for.3 l .assumed constraintsabout. 97. l. 43. 82-83.205. 237-40.219-20. Harvey. 16. goal of. I3j 205.use of.

260 Gates. 4l-42 Forbes. 149 F a i l u re sx i i . 15I-52. 158 Franklin Spelling Computer.George: on marketing 2 seminars. using.224.263 Fog Index.256 Grapefruit." copy for. storYin.2J Dunlap. writing level of. 108. copy length and.adding. as motivating factor. 189-91 "Food Crunch. Louis Victor. of. humanelement and. importanceof. 93. 169 to. employing. 105. Editing. 5l-52. 26r Franklin. 105 Exclusivity. 128 Flowchart.92 Forbesmagazine:article in. Expertise. a/so Mistakes Familiarity. 45. 2 9 -3 0 .245-47 Grammar:correcting. Barbara: copywriting bY.24-25. 13334. forgetting about.8889.l l Foch. 213-16 Dworman. 167-70 explaining. 1.writing. 96.256 Friedman. Howard: salestechnique of. limited editionsby.4 5 . 12-13 Experiences. 4J. sPecificitY and. 60.editing.elements 101-8. 31 -381. 148. 31-33.264 Final drafts. encounterwith. 139-40 301 . appealing to. 60-63.92.228 Ginger. See Schultz.readi ng. 2J 30. I .2 6 1. 1 l-14. Ferdinand. 16.Edwin L. 199. 116-ll. 106.95 Fisher. Generalknowledge. copyas. editing and. 84.21 Gerstman. 39. writing. familiarity and.23. 131. 185. Fields.. ll3. 189 T Gi mmi cks.Problems with. 53.97 -98. 167. 107.purpose . 2 0 5 .65-70.264 ll9-20 Gender.$ $ * { tl Drake.97 "Fluke of Nature. 6 3 . GettysburgAddress.2 5 . logical progressionof. storytellingand. Steve:on curiositY.w r i t i n g .3 3 . Problems with. exploiting. 1 8 8 .77-78 Entrepreneur (magazine). bY. 45. Seealso Authority Eytinge. 101. 81. 4 6 . 106. advertising for.8rI1. 119-20.253. Debbr. Joe: salesmanshiP I23 "Gold SpaceChains" (Sugarman): controversyover.Irvtng. 158-59 ideasfrom. timing and.4 J . 153.221.perfecting. 95-96. 188 End result.107. A" (Schultz).263 of Drawings. 99. Frank Lewis 111. 108 First drafts. Girard.69. 93.17-18 Franklin Mint: collectiblesbY.263 Flow. crafting/polishing 95. 107.96. 40. creating. 1 1 4 . simple. PurFirst sentences: p o s eo f. 132 Features. aPPealing 138.224. Purposeof .publicitY and. 265-66 of. S ee . 19-20.65. 65. 7l . 176. 35-38. Emotion.3J. 3 2 .addressing. 198 Environment: controlling.1281. 245 Editorial Effectiveness.Steve:editorialsby. ads in.155 aidsfor. 207 Excitement. el Graphi c ements. 95-96. personalityof . I 13 Greed. 164.101.visualizing. 80. 108 'we'.1 2 . Milton. 42-43. 101 lengthY. 146-49. xiii Fads:belongingand. I75.260.

81. 165. I n t u i t i o n8 0 . 148 Hewlett-Packard. subconscious mind and.Group identity.96 Internet.23. 126 JS & A Group. 192.5. overall. 4 3 . pressure and.30. 98.229 "Hungarian Conspiracy"(Sugarman). integrity in. 179-80. w ri ti n g . 163-65. testimonial to .Joe. 189 Halbert. 73 Land.50.82. Edwin: on mistakes. 263-64 Joggingmachine. ments of.63. copywriting by. 206.4l-44 Headings. 225 Hope.2 0 2 Honeywell.Jerry: publicity for. I 13 Length:copy.'73. 257.11. 98. ll97. 48.Steven. building on.215. 264 Honesty. importanceof. 484 9 . 5 | .201. 13 Income Opportuniry ads in. l4. ing Karbo. 19 Integrity. 206.5. headings Headlines.1 6 5 .Inc. importanceof. 23.261 "HOT" (Consumers Hero ad).261 Language:colorful. personaladvertisementby.73. 204. 185-86 Humor. 249-52.2 I .203 Karpov. practical. copy ideasand. 6 5 . l2.Victor. 136. 173. 208 Involvementdevices. 15758 lnsurance. 104-5. 29. 82-83. 263. 141-48 Guilt. 48. 50 justifyJustification.David. l2l. consumer. storytelling and. l l 6 . 2.Specificknowledge Korchnoi. by. selling.lateral thinking for. 104.8 1 . el ep . death of.111-78 Jordan. 236 302 . 249-52 Jobs.74 Knowledge. 1 8 9 .opportunities 259 on.199.3J.Claude.30. 77.I l'l Lateralthinking.Anatoli. 128. Richard:replicasby.. 165-66 Gunning. selling and.. 15152 Guilfoyle. 27. 197-203.222.23.l 9l Left brain. purposeof. 94. 221.4 2 .131 It's Better to Laugh (Levine). exampleof. The (K arbobook).Betty. 83 Harmony: buyer/seller.paragraph SeeParaeraph . 134-35. I . 201. 24. urgencyand. writing.power of. 156 Interest. 185 Jargon. critiquing of.1 6 4 .93.84. Gary. Michael.203. writing of .29 "Lazy Man's Way to Riches. 4J .2 4 9 -5 2 Human element:relating products with. 17. 231-40 Ideas:experiences and. i n g . as motivator.95 J Health food: hope and.technical. 77-80. consumer.preventi o n a n d . 40-47 creat.19J. 9 8 .249. 45.31. Seealso Generalknowledge. using. attentiongetting. reading. 137 Instantgratification. 1 9 0 1 Letterman. 8 7 . 80 Installation. 215. advertising campai gn 104-5. s e n t e n c e .ll-18. 198 In c u b a ti o n ro c e s s7 5 . copywriting. copyw ri ti ng for. patterningand. 79. Robert: Fog Index and.203 Karbo. 58 Layout. importanceot. 136. 12-13.rgt-204 Lazy Man's Way to Riches. -34. 13. J2.1 8 1 Herman. 85. 80 Legibility. l l 5 .83. selling.explaining. 12. IJ}-J4 Hopkins.building.The" (Karbo ad). writing. SeePurchase. 48. right brain vs.

building.219-22 Media tests. l 3l -38. compelling. 101 6r-63 2. 253-56 s/publicity. rcading. 267. writing. 150 programs.David.31. Stanley:letter from. emotion of. I59. l 4r.261. 36-37.lJ0-74 Mrs.204: Mail order advertisements. 142. 94 Mass market. The" (McDonnell Douglas). t74. Minocqua. knowledgeand.40 Logic. purposeof. 243. 262 "Mail Order Mansion" (Sugarman). 67-68 Logos. instant gratificationand. Mental processes. advertisementfor. l 5l . 196.Wisconsin.228 problemswith.216 .211 advertisement New York University. I37 Nautilus Lower Back machine. 225-28. 2r9-22 Motivation. 14. 92. 1 0 5 -6 "Magic Baloney" (Magic Stat). 135.219-21. 6869.w ri ti n g . on television. xiv g.247 Momentum. copywriting and. Market. credlbility of. selling. 175-18 motivationfor Mercedes-Benz. Schultz in.20l .reaching.running.Seealso 12.1461.211 Membership 303 . 63 as Mistakes:avoiding.2l l "Lingerie for Men" (Victoria's Secret). 67. 187. 189. 5. 162Miracell.usi ng. 180 3. 223-24 "More You Learn. 83-84 Madonna.262 Mason. Levine. Mailing lists/pieces. 138. writing. copy length and. applying principlesto. broadenin 215 Marketing. advertiseselling. . L i mi te de d i ti o n s 1 5 6 . 30 Long-copy approach. personal. problemswith. 225. ment for. writing.88-91 Letters.260 in. 46 "More Stimulating Way.advertisement by. Direct marketing Marketing Secretsof a Mail Order M aver ick (Sugarman). understanding. psychology l3l. 126.2 2 5 -2 8 Magic Stat thermostat.award from. tools. location of. 195.228 New York Times. See learning a/so Failures Model s. 33. advertisementfor. exclusivityh arityI uniqueness as.168-69 National Enquire4 The. 28. The. 157.2591.1 5 8 .2l2 Margoles.hope as. Kathy: on storytelling.233-35 Marcus. 253-56 "Nautilus Spelling Sale" (Sugarman).205 181. campaignfor.266 My Ltfe in Advertising (Hopkins). importance of. lecture at. curiosity as. A" (Sony).18-19.Archie. 12. 84. 150 Limited. 68.personalizing.185 Life ExtensionAssociation. 189 McDonnell Douglas. I52 buyi ng. 155. in. 41-48.writing.47 1 8 5 .185.66.problemswith. 4.158. 261 Name recognition.265:'educaMessages: tional.effectiveness of. 165. The: Victoria's Secretand. Fields Cookies. 158-59.165. receiving. 213-11 Literary persuasion. Negative feature 4'7 addressing . 61 Midex burglar alarm. Magazines:first sentences personalitiesof.208. 5.

157.1 8 2 . 59 Reading gravity.asking for. 83. 74. 115. 138.165. 179. 178. 96.Ken: assumed constraints and.53 answerin 137 Seealso g. 114-15. 158-59 Reader's Digest. 148 PocketYellow Pages.1 8 1 -8 2 Pitch: length of. Seealso Technical explanation s Products:delivering. justification and. 179.229-3I Phone-tappingequipment. 152-53 Radardetectors.concept and. advertisementfor. familiarity of.260 Prevention: curesand. assumedconstraintsand. and resolving.5J Orders. making.2 1 5 PocketCB. 123-24 Pi l l . and white/color. 7 I-72.I 18-19. l 3 l .27 Physical facts. 28. l J-2I. 90-91. simplicity in. 85. t3r-t4 Publicity. l g -2 2 . 201. 116. 169 Objections:avoidin 227. 96. 75. raising g. considerations about. .5J Positionin J l. 1 1 8 . 137 4. 170 Olsen.I 39. 154.729 Pargh. introductory. force of. 58 Notoriety. 127-28 Ogilvy.40-41 Psychological triggers. writing levei of.Murray: SwissArmy watch and. I39.importanceof . David. 149 Raphel. 5 7 .68. I 38 g. purposeof . I40.4-5.52. 133-34. increasing.v a l u ea n d .creatingsenseol 166 Offer summary. Objections Q V C . personalizing and. 17J "Pet Plane" (Sugarman). 56. 146. writing. T h e : s e l l i n g . 2 2 5 2 Obligation. examples . 1 3 9 Print advertisements. 1. 28. 199 Quest/8Omagazinq hook by. feeling of . testing.dramaof.729. problemsselling. 58. purchase technicalexplanations and. 2 0 9 . Questions. 5. as motivatingfactor. 33. Persistence. 148 justifying. 729. lateralthinkine and. 2 1 4 -1 6 .s.feeling of. 128 Originators:compilersand. 131. fads and.purpose of. black 29.sellingwith.260-61 of Overall layout.limited-time. Practice. 21.125-26.Bernie. selling. 260. 148 Photos/photography. evaluating.Nine-point puzzle. purpose of. 75. . Schultz advertisementin. 181-82. l2J. 1 6 8 . 1 3 J .3 Patterning.23-25 Practitioner. 13l-34 Parade. 186: l. sel l i ng.c o l l e c t o r s and.2. 161 Rarity.146. 40 Problem solving: assumed constraintsand. assumedconstraintsof. Purchase. 154 Number 7. 160. 139. 189 Readership. 200.using. 149 Prospects: identifying with. goal of.260 Personalsatisfaction. 98-99 Periodical SeeMagazines s.12 Popular Mechanic. 84.l1 I.natureof. 13 Productexplanations.46-41 304 ) I . 119-83 Price: comparisons. 84. 21r Paragraphheadings.l8l . 28.156:loweri ng. I4O Price point: copy length and.74.96.29 Ownership.presenting. failure of.

avoiding.lO2-3 Specificity. 140-41. 238 Runyon. lsJ Short-copy approach.65. Babe. 160-61 .12.249. about. 704.96. xiii "She Fled the Table When the Doctor Said Cut Her Open" (Schwartz). 128.200. in print. grapefruitadverby.questions 23 comments. 261.205-12.162 Stzzle.81. Schwartz.using.. 41 Saying too much.n f i A D V E R T I S I N G S E C R E T S : removing. Response u s eo f .45-53. tisement 65-66. 80 Rochlis. charges Seminars. 1 2 8 Returnpolicy. 9. Seealso F. establishing.46 Scott. teachingsof.Mark. Fred. Space-age 122. 101. 207 Sellingprocess:enhancing/stimulating. storytelling and. 36.1 2 6 . 120. .2}9 Sauer. conviction. 42-43 45.35Selling environment. 119. 1 9 . xiv Sackheim. creating. 3J. 186. 121123. 189-91.166-67. 104.5l-52 purposeof .as statussymbol. Satisfaction l9g. exclusivityand. Yakov.209.effectiveness of.216 Rhythm.xiii.216.Ray: on Sugarman.Artie. Sexual/sexist 119 Shaw.209. I7J Satisfaction. 1 8 7 -8 8 xiii-xv Schultz.Gene. 60.125 combining. Schultz. 28. advertisement Scientffic in.dtting Scaretactics.John: advertisementby.selling. Salespitch.xv Ruth. 185 Smirnoff. 38. avoiding.meeting. 84-85 copy Scrub Balls.Frank Lewis: copywriting by. left brain vs.39-40 Salesmanship. 4J .265-66. in first Sentences: draft. 159 Sony Video Communications. in. 160-63. 5.143-45. tences Service. 45 for. 145. l15 Smokedetectors. 152 Rubik. 40. Resonatin SeeHarmony devices:purposeof . 59-63. Snowmobiles.122-23. 145.Seealso Curiosity creating.sJ selling. 166 S l i pperysl i de.203 Ski Lift International. selling for.32Secondsentences. 84-85 Simon. ParticiPants 3.urgencyand. 33. Resistance.45. Seealso SecondsenFirst sentences. by. | Max. 36 Right brain. power of.xiii Shippingmethods. 71. 12I.expertiseand.Damon.262 Sensorwatch.lengthof. 59. commitmentto.80. 216 g. 31.63. 159 Rolls-Royce. See Pttch feeling of. examplesof . Robert: catalog of.I28 Rickerson.249 Spacerestrictions. ll8. mixing lengths of. developing. Jeff.avoiding. 3. Erno. advertisement for. Fred: assumed and. 231. 94 Simplicity. 167 30s . advertisingfor' 1516. editingfor. 104. 121. 19 S c h i rraW a l l y . ll4 Seedsof curiosity. personal. 10. 128.17. 1-5. llJ1 8 . short/easy. advertisement 223-24 products.selling. 14 American.198.261. 265.41-49. 69 constraints Smith.tr $ :{ . satisfaction convictionand..

ll -18: understanding processes of. 139 Vibrations. Judy. 106. 1l6. 160 Unique f-eatures.obtaining. 98. Seealso Product explanations Testimoni als. reverse. importanceof .27. 75 Teachers. 115. 26 | TexasMonthly. | J 6 . problemswith. I l3. 93.2 0 8 . credibility wirh. 156. 60. 45 Spelling: correcting. 124 Tools. 3J. 225.looking for.I 1. seeds curiosof ity and. 80. justifying.effectiveness of . reading. 134-35 214. 1 8 3 .u s i n g . effectiveness in. Schultzadvertisement in.155-5j. 135 Tuning fork. 143-44 Trust.75 Urgency.problem-solving. 206. 63. 222.writing level of. 9 . 107.consistency 191 in. l16151 8 . purpose of. 107 Storytellin 207. forgettingabout. o f. I | 3.213-16. g. explaining. Suarez. exampleof. problemswith. p u rp o se of. educational g.46. motivatingfactor. 29.13 Traffic. 148 "Tcudorp" (advertisement). corporate imageand. Success ads in. .48. 260 Technical explanations. increased. 27. 177-18 V al enti ne.124 (magazine). l. 5 Mi Value:establishin 125. l0I. 23. s to ry A about. I 18. 102 Su g a rma n . 4 8 . 101.positive. 107 Sugarman.7 3 . 169 Typefaces. 71. messages 243. 229-31.94. 149. 136. c re d i b i l i ty and.16l62 Your Phone" (advertisement).123. direct marketing and. 124-25. ke. incubationprocess and.1 3 3 . curiosity from. as 158-59 Unique sellingproposition (USP).Specificknowledge. 79.233-36. 9 . 241 Style. 15-21. integrity and. 107. 199 Truthfulness. 'That' "Tap Laughed When I Sat Down At the Piano" (Caples). The Li mi ted and. 4 J . Ben.SeeHarmony Victoria's Secret. curios30. 2451' fads and.marketing.29. 198 SuccessForces (Sugarman). 116. 136:choosing. 149-50 Toll-freenumbers. ity-building. ll.1 8 5 -8 8 .32. pricepoint and. 14 Subconscious: assumed constraints and. writing. 156 Vaguedescriptions. lateralthinking and. 59 Subheadlines. 94-95 Su g a rma n .223.78.i l l . Trial perio ds. 1l7.Wendy. 104 306 I .I J . Schultz article in.xiv Thinking: incubation and. t3 Time.1 3 3 J Sugarman. 211 Tweaking an ad. 59 46.256 Stanke.5 0 . impact of. practitioners and. advertisement for. building. first drafl and.95 Subliminal reactions. 138-39. 16. 5 1 . 80. 3 SwissArmy watch. 126-21. 63. 216 "They 2lr words. 138-39. 175-78 Think Tank. Mary. 56. analogyof. credibilityand. 2l effectiveness and.responsiveness and. 213. 224.164 TV Guide. 189 Timing. price poinr and. p ri l . 3. conveying.96 Uniqueness.5 . 202.

1909 l . eliminatin 102-3. 186.missPelled.hope and. 223-24 Viguerie. 161-62. 128.3.ll 5. 189.readinglevel of.2 53. ll 6 Winchell. xv Wonderful-feeling hormones. Walter.. Schultz in.Mike.writing level of. I 90. 256 Wozniak. advertising 203. 148 Walkman. 189-91 Wunderman. w ri ti n g . fad for.1 4 0 . 105. xiv .1 3 8 . Sr. 137.150 Wall Street Journal.20-21. 104. Steve. Richard. lJ3 Walkie-talkies. 191. l0 "Vision Breakthrough"(Sugarman). storYin.71. g. emotionsand. 91.rating. Video communications. controversyover. 178 of Words: advantages fewer.2 4 l -4 3 Vitamins. 189 WatergateGame. 253.Lester:on Sackheim.length of. 149 Watson.264 Writing levels.stimulating. credibility of . 169-10. 1 4 8 . 263 Weschler. familiar. The: AIB sPht in. 69-10. 261. in. 1 3 4 .selling.advertisement 1 7 . 20-21 Whole-brainappeal. advertisement 211. 103.Karbo in.Thomas.

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