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Lost Secrets of Marketing Legends
© 2004 Presslink Publishing
Foreword by Yanik Silver Introduction Chapter One Chapter Two Early Beginnings It All Started Right Here 5 6 8 10 13 17 23 31 39 49 55 64 67 68 99
Chapter Three - Science Applied to Advertising Chapter Four Chapter Five Chapter Six Writing Good Copy Psychology Applied to Advertising The Most Important Part of the Copy
Chapter Seven - A Good Letter Can Make You a Fortune in Direct Mail Chapter Eight Chapter Nine Chapter Ten Conclusion Rogues Gallery Extra Resources Magic Words or Word Magic? Today’s Direct Mail and Copywriting Geniuses The Internet Age
© 2004 Presslink Publishing
Well. The early marketers of the last century (guys like John E. I have tossed around the idea of putting together a package of long lost advertising manuscripts but I could never set aside the time to do it justice. Jay Abraham. So. Peter Woodhead from the UK.Foreword by Yanik Silver Many people have asked me: “Yanik. © 2004 Presslink Publishing 4 . Frankly. And the very same secrets that Internet gurus Corey Rudl. You see. search engine technique. I’d wager 98% of today’s marketers don’t know about this (or know all the names just mentioned). David Ogilvy. I’ve recommended some of these hard-to-find classics to many students and just about nobody took the effort to research all of them. Kennedy. Haldeman Julius. Walter Dill Scott. to what single factor do you owe most of your success?” And I tell anyone who listens that a large part of my success can be directly attributed to a handful of little-known secrets of marketing. and others) knew what made people buy. can be found way back in history. and others into marketing legends. what are these “secrets”? Surprisingly. Gary Halbert and others build Direct Mail empires. Marlon Sanders. or opt-in strategy. now you don’t have to. took my suggestion to heart and actually spent a phenomenal amount of time researching and finding these old masterpieces. Dan Kennedy. The same secrets that made John Caples. Also the same secrets that helped Ted Nicholas. They understood the psychology of why some ads pulled and others didn’t. and your truly all use today! No. Elmer Wheeler. Claude Hopkins. they’re not some new viral marketing system. Alex Mandossian. In fact. Robert Collier. the secrets to your success (either online or offline).
He acquired the first book that I recommended. and had such a great success that he simply had to find out more. including me. In addition to what you’ll find on this CD. You’ll be glad that you did.com If you’re serious about increasing your profits and gaining a definite edge over your competitors. have been using to our advantage for years. right here: http://www. Sincerely. applied just one of the principles he found to his business. Peter and I have packaged just 4 of these out-of-print classics into a collection that you can download. That’s when he began his research into other titles.longlostmarketingsecrets. Join me and (re)discover the marketing secrets that all top marketers. you simply must check out the contents of this collection of masterpieces. © 2004 Presslink Publishing 5 .
Joe Karbo. Then around the middle of the century such geniuses as Elmer Wheeler. Dan Kennedy. He left us with a legacy we should all thank him for. Marlon Sanders. © 2004 Presslink Publishing 6 . Jim Edwards and many others have shown what can be done and in such a short space of time. He pioneered market testing. Advertising. Towards the end of the last century. A definition that has not been bettered since – and many have tried. For me. is still around and his “System” seminars are an absolute must attend. Most of their works you will find in this “tour. advertising greats David Ogilvy. Claude Hopkins came along. John Caples. modern day advertising started a few years earlier than Kennedy when Richard Sears produced the very first mail order catalog (around 1892). At the turn of the last century there were many others: Walter Dill Scott. Maxwell Sackheim. This catalog contained hundreds of pages of articles for sale and each with their own sales copy. And living legends Jay Abraham. The Internet has opened a whole new world for advertising and marketing. have all made many millions both for themselves and their clients. the greatest marketing tool of all time was unleashed on the world – the Internet. Early pioneer of the Internet. Ken McCarthy. vouchers. Gary Halbert. It is a chronological “tour” of advertising since it first began with the very first newspaper ad in 1704. and a whole lot more. probably started to prosper in 1904 when John E. sampling. Shortly after Kennedy arrived on the scene. And the people they employed and trained. left us with such treasures that all top marketers today display in their resource libraries and use to their advantage.Introduction This product is something completely different. Yanik Silver. also made their mark.” Post war. Guys like Corey Rudl. to name just four. Robert Collier and other contemporaries made their mark. as we know it. and Ted Nicholas. Haldeman Julius. And Sears Roebuck is still going strong today. advertising agencies sprang up everywhere. Kennedy gave the world that definition: “Advertising is Salesmanship-in-Print”. Alex Mandossian. And a new breed of entrepreneur has been born. Around this time. John Carlton.
Presslink Publishing © 2004 Presslink Publishing 7 . All top marketers recommend that you continually add to your education and you will not do better than picking up any (or all) of the material that you will be exposed to on your “tour.” My very best regards. the Claude Hopkins’. Now. the Walter Dill Scott’s. the ideas and the philosophies of most of the greatest marketers that ever lived. take the “tour. Pick them up. And you will profit from them – just like all the great masters have done – past and present. the Elmer Wheeler’s. You will be taken from the very beginnings of advertising and get an insight into the writings. Also. a sort of quick synopsis of the great legends of the past.” Each manuscript mentioned in this “tour” is a desirable addition for your resource library. And that’s what this “tour” is all about. maybe one at a time. At the end of the tour we have compiled a “Rogues Gallery”.But one thing all these “gurus” have in common is that they have studied the markets. For sure. at the end of this “tour” are a few free manuscripts or first chapter previews of manuscripts. They have studied the psychology of what makes people buy. They have learned these principles from the great masters of the past – the John Kennedy’s. Apologies to those that we’ve left out. you will recognise much of the material that is mentioned as we take the “tour” but it’s doubtful that you will have come across all of it.
Wannamaker makes famous statement: “half my advertising is waste. Kennedy. 1877 J. 1833 Benjamin Day publishes the first successful “penny” newspaper. and Pond’s beauty cream. Thompson buys Culter and Smith from William J. I just don’t know which half.000 by 1837 which made it the largest in the world. 1784 America’s first successful daily newspaper. © 2004 Presslink Publishing 8 . 1729 Benjamin Franklin starts to publish the Pennsylvania Gazette in Philadelphia – which included ads. His first clients include Montgomery Ward. Carlton and pays $500 for the business and $800 for the office furniture. But it highlights a few milestones in advertising. Lord and Ambrose L. The Sun. Powers. Circulation reached 30.Chapter One Early Beginnings This first Chapter is a brief history of events leading up to the appearance of John E.W. 1880 Department Store founder John Wanamaker becomes first retailer to employ a full-time advertising copywriter – John E. John Wannamaker Dept. 1843 Volney Palow opens the first ad agency in Philadelphia. 1704 The first newspaper ad appeared.” 1881 Daniel M. Singer Sewing machines. 1868 Francis Wayland Ayer opens N. Ayer and Sons in Philadelphia with just $250. 1742 America’s first magazine ads published by Benjamin Franklin in General Magazine. the Pennsylvania Packet and Daily Advertiser. starts in Philadelphia. W. Thomas form Lord and Thomas in Chicago. Long Island. 1873 The first convention for ad agencies held in New York. It was in a Boston Newsletter and sought a buyer for an estate in Oyster Bay. Stores.
W Ayer helps National Biscuit Co. 1892 NW Ayer hires first full-time copywriter.1881 Procter and Gamble advertise Ivory Soap with an enormous budget of $11. 1904 John E. 1891 George Batten and Co.W. 1893 Printer’s Ink founded by George P. Ayer promotes advertising with the slogan: “Keeping everlastingly at it brings success.000.W. Ayer establishes a business-getting department to plan ad campaigns. 1899 JWT becomes the first agency to open an office in London. Kennedy bursts onto the scene to change the face of advertising – forever. 1892 Sears Roebuck formed. 1886 N.” 1886 Richard Warren Sears became the world’s first direct marketer. Go to Chapter Two to find out more. 1900 N . launch the first pre-packaged biscuit Uneeda. opens. Rowell. © 2004 Presslink Publishing 9 .” 1898 N. 1899 Campbell Soup makes its first advertising. A magazine that serves as the “little schoolmaster in the art of advertising.
the head of Lord and Thomas. © 2004 Presslink Publishing 10 . This is what the note looked like: Ambrose Thomas. dismissed the note as arrogance. Albert Lasker.Chapter Two It All Started Right Here 1904 It was on one May evening that a former Canadian mountie. sent a note to the head of Lord and Thomas. spotted it and wanted to know more. But his junior partner. John E. Kennedy.
by definition. fears and vanity. And what Kennedy had to say changed the face of advertising – and it still applies today. brochure.” It is a definition that no-one has been able to better to this day. There is no difference between ads.This was Lasker’s reply: Lasker met Kennedy that first evening. websites.face to face. or being sat in front of your customers . press releases. And to succeed at selling in print it is necessary to study others that have made a living at it. They are the only ones who can prove what works. sales letter. 98% of marketers have no idea of how to sell in print. newsletters. past and present. Your advertising should not be about ‘image’ or ‘branding’. wants. Time-out Here’s our understanding of Salesmanship-in-Print. It is always measurable. His statement was: “Advertising is Salesmanship-in-Print. brochures. Your website. And the top direct marketers do measure it. Direct Marketing. it should be about telling your own unique story in a language that appeals to your prospects needs. Therefore. press release. © 2004 Presslink Publishing 11 . To succeed you need to make your sales process do the same as if you were sat right next to your customer. desires. study direct response marketers. newsletter. or anything else in print has to connect with your prospects’ emotional hot buttons to persuade him or her to take some sort of action. is a method that sells its products without sales people.
do not. Kennedy was hired by Lord and Thomas and became the highest paid copywriter of the time. A massive $52. And in 1912 his Book of Advertising Tests was re-published as “Reason Why Advertising” and in 1914 he wrote his second book “Intensive Advertising. 1907 Kennedy leaves Lord and Thomas to “go it alone.” Time-out John E.” They are making a big mistake of not explaining: “Buy my product because…….” Kennedy left Lord and Thomas in 1907 but returned in 1911 as a highly paid freelance copywriter. Lord and Thomas became a training ground for copywriters as Lasker got Kennedy to write all of his principles into a series of lessons called: “The Book of Advertising Tests. But if you think about it.” © 2004 Presslink Publishing 12 . what a great title. But lots of advertisers. Consequently. They merely say: “Buy my product. Kennedy’s “Reason Why Advertising” became a big hit. He too had been searching for many years to the answer that Kennedy had now given him. By 1915 he is spending $1 million on national ads. It seems obvious that you should give your customers a reason to buy your product.000 a year (some say even more).” 1906 WK Kellogg places his first ad for Corn Flakes in six mid-western newspapers.” Are you making these mistakes in your marketing? 1903 Walter Dill Scott produces his first book: “Theory of Advertising. even today.Lasker related to what Kennedy talked about.
” Jay Abraham.and still counting. but where Kennedy was a “one idea” man. © 2004 Presslink Publishing 13 . These secrets are still as valid today.” Hopkins created ad campaigns for many major US companies that are still going strong today. had this to say: “Claude Hopkins is the master of them all.” Many regard this as the best advertising book ever written. market testing. His first: “Scientific Advertising” written in 1923 contained many of his secrets that he found with his testing techniques. risk-free trials. moneyback guarantees. But Lasker did replace him with a man who made an even greater overall contribution to the advertising world than Kennedy did. And we should all be glad that he did. and much more. His second book. Pepsodent. Hopkins wrote only two books but both were classics. His influence has easily added over $6m to my personal income…. written in 1927. and Quaker Oats.. Hopkins agreed with Kennedy on the “Salesmanship on Paper” philosophy. Hopkins had many ideas. Hopkins reckoned that just placing ads and seeing what happened was futile. David Ogilvy. Hopkins. And the late advertising great. Companies such as Palmolive. was an autobiography called: “My Life in Advertising. He’s the man who inaugurated free sampling.Chapter 3 Science Applied to Advertising 1908 Kennedy must have been a hard act to follow. And what a true pioneer he proved to be. known as America’s #1 marketing wizard. Kennedy’s replacement was called Claude C. Pure guesswork. had this to say about Scientific Advertising: “Nobody should be allowed to have anything to do with advertising until he has read Scientific Advertising seven times – it completely changed my life. He wanted to measure everything that he did. All top marketers regard Hopkins’ first book as their copywriting “howto” bible.
" Nobody explained what the benefit of their product was. © 2004 Presslink Publishing 14 ." Lots of advertisers today make this same mistake. After his research. years before Hopkins. Hopkins found that 94% of housewives were baking their own beans at home and only 6% were buying canned beans. Any competitors could have told the same story but didn't. and whoever did so first. They want to know: "What's in it for me?" Hopkins knew this and used this psychology to grow Van Camp's pork and bean business. By this strategy. So." He had already worked out. that you had to give your prospective customers a "reason why" they should buy your product. and you could never make home baked beans digestible. Kennedy also knew this. Hopkins himself never used the word “pre-empt” but that was what he was doing. Time-out John E. But Hopkins realized that everybody advertising canned beans merely stated: "Buy My Brand. Hopkins ran an advertising campaign that explained how it took 16 hours to bake beans at home. Are you one of them? Customers are not fooled by this. Hopkins stated in his books that a large part of advertising done at the time was based on the concept of: "Buy My Product" or "Come into My Store.One of his secret strategies for creating more turnover for his clients was that of “pre-emptive” strikes. he used to tell a story of how things were done in an industry and thus educate the customers. The word was used later by Rosser Reeves and also by Jay Abraham. gained the edge. Time-out In fact. That why he re-published his book: "Reason Why Advertising.
" that was until Hopkins worked his magic and actually explained what was meant by "pure. in their share of the market. And at the end of his tour. Schlitz got their water from 4. Also. He also highlighted the process Van Camp's used to select their beans. But they didn't. Then he was shown huge and very expensive filters filled with whitewood pulp that provided a superior filtering process. Then finally he offered a free sample so customers could compare. Schlitz Beer were ranked 5th." But consumers thought: "who cares.000 foot deep artesian wells to ensure that the water was the cleanest and purest it could possibly be. Here's another famous story from Claude Hopkins which you may have heard of. that took 1." Hopkins knew that he had to understand the whole process of beer making so he was taken on a factory tour where he was shown plateglass rooms where beer was dripping over pipes. Yet it was the very same process that all the manufacturers could have told. At the time. That was. The Schlitz factory was located right on the shores of Lake Michigan. but no. was so that those rooms filled with filtered air. he was told. or even twice. until they hired Hopkins to do his makeover. so the beer could be cooled in without impurities. which at the time was not polluted and could have provided clean water. every bottle was sterilized not once. the soft water that they used.200 experiments to reach the required robust flavor. All Schlitz beer was developed from that original yeast cell. This particular campaign became a huge success for Van Camps. but four times before being filled with beer.He talked about crispy beans on top and the mushy beans on the bottom. The manufacturer explained how every pump and pipe were cleaned twice a day to ensure purity. Hopkins was shown into a laboratory and shown the mother yeast cell. every beer manufacturer was advocating that their brand was "pure. © 2004 Presslink Publishing 15 . He also emphasized the steam ovens where the beans were baked at 245 degrees in sealed containers so no flavor was lost. This. and how they made the skins less tough by removing the lime.
" For sure." Hopkins' campaign took Schlitz from that 5th. and re-read. Cover your whole process from "cradle to grave. but nobody has ever told the story. © 2004 Presslink Publishing 16 . 1908 Walter Dill Scott produces another classic on advertising: “Psychology of Advertising. What Hopkins did in these two examples and all the others he created. anything from as long ago as the beginning of the last century can't possibly work today. you can get them at www. you will come up with some of your own "pre-emptive" strikes. Time-out Maybe your business operates in exactly the same way as your competitors. Do what all the top marketers do. spot in just a few months. was educate people. The same is true today.” Maxwell Sackheim said this about this classic manuscript: “The only book on advertising I read as a youth was written by Professor Walter Dill Scott of North Eastern University and was titled: “The Psychology of Advertising.” l still think it is one of the finest books ever written on the subject – and that his formula for successful advertising has never been surpassed. Their reply was: "because all beer manufacturers do it this way. 1911 Proctor and Gamble pay JWT to launch Crisco. Now maybe you're still thinking. and learn from. How do you gain an edge? Take time to write down exactly what you do.Hopkins was truly amazed and asked why the company didn't tell their customers all this. Claude Hopkins' "Scientific Advertising. the greatest ads written by Hopkins." And if you want to see. 1911 Kennedy returns to Lord and Thomas as a freelance copywriter. You cannot overeducate people.com. Then think again. spot to equal 1st. Read. its new vegetable shortening." And Hopkins replied: "Yes.claudehopkinsadvetising.
The first time “sex” appeal was used in advertising.1911 Standard Oil . invites Harrison King McCann to form an agency to service its disbanded divisions. 1911 Woodbury Soap launches its “The skin you love to touch” campaign. © 2004 Presslink Publishing 17 . dissolved by the courts.
Sales! Sales! Sales!“ You don’t need to be a genius writer to succeed. No doubt about it! And it doesn’t matter if you sell your product or service online. the two principles above are still valid. the ability to write. Time-out Claude Hopkins wrote: “Your marketing only works if it sells. and understand them well.Chapter Four Writing Good copy 1912 Ask any top marketer today and they may tell you that the secret to their success is attributable to two things: 1. Charles Dickens was a writer. But you don’t have to be in that league. Think about it. Here’s an extract from a 1912 advertising magazine: What Good Copy Is © 2004 Presslink Publishing 18 . You need to write as if you are sat next to your prospect and all you need to use are the right words. William Shakespeare was a writer. Who are you trying to impress? You need sales. knowing what makes people buy If you understand these two points. good copy 2. Blake in his book: ”Blind Advertising Expenditure” wrote: “… there is only one justification for advertising. Stephen King is a writer. What’s the point of having sexy-looking websites or graphically designed sales letters if they don’t convert prospects into customers. and recognise.” And John W. you will make your fortune. It’s using the right words that will get you those sales. or offline. You need conversions.
and the old words when short are best of all. especially in small towns. most advertisers. illustrate and describe them in his advertisements and quote attractive prices. striking headlines. It must consist of short. unusual border designs. clear cut. as stated. trade marks. is to attract attention. even in the smaller communities. Time out Winston Churchill said: "Short words are best." Good advertising copy does three things: First: Attracts Attention. Long words should be avoided where possible.It has been said that Advertising space without good copy is like the wooden Indian In front of a cigar store: It locates the store but it doesn't say anything. and to the point. Copy must be terse. have learned something about good copy. crisp sentences. nearly all markets. The attention of the reader may be secured by pictures. Few people have time for long-winded descriptions and explanations. Attracting Attention The first mission of an advertisement. This is a busy world. Years before the value of advertising copy was realised. A jeweler instead of simply telling that he is in the jewelry business will select articles from his stock that are good value for money. © 2004 Presslink Publishing 19 . etc. Second: Interests the reader. Which of these methods used depends altogether upon the article advertised. bought space in their local papers to print an advertisement that read something like the following: JOHN JONES Furniture 150 Main Street Nowadays. Third: Convinces the reader.
How. Tell how it will entertain the whole family and their friends both young and old. it is not easy for the reader to escape the advertisement at the first glance. but you must make clear how it will benefit the purchaser. © 2004 Presslink Publishing 20 . In selling an automobile the important thing to advertise is not the automobile itself. the best plan is to show a good picture of the thing itself. How it will help to keep the boys at home in the evenings. If you know that what you offer has merit and is fairly priced you can then talk and write about it in a convincing manner. education. you will. The advertisement that brings the best results is the one that is written by the man who honestly believes in the goods that he is selling. clear cut reproduction of pictures etc. getting to and from your home to place of business with the maximum speed. animal. but what the possession of the automobile means to the purchaser. The thing to advertise is the pleasure that the car affords. tell about its fine construction. Interesting the Reader To make your advertising interesting. the joy and healthfulness of riding through the country. of course. To tell what the article advertised will do for the purchaser in the way of entertainment. the geographical. horticultural. A trade mark is valuable as an eye-arrester and when employed over and over again in the advertising. and industrial subjects will educate and develop the children in a fascinating way.In advertising the majority of articles. comfort. it is not advisable to handle anything unless one believes it to be a worthy article at a fair price that will please the purchaser. in addition to being entertaining and amusing. Then point out the great benefit to be derived from the ownership of such a machine. you must not only set forth the merits and quality of the article advertised. Therefore. For example. simplicity of operation.. ease and comfort. convenience. if you are advertising a moving picture machine for use in the home. etc. is really more importance than the thing itself. Convincing the Reader It has been said that no man can write a convincing advertisement unless he believes what he is writing. etc. how it makes it convenient to call on distant friends. etc.
This power is the power of Salesmanship no less than of fiction. It's the method of relation that makes them famous. a well-known advertising authority: "The ordinary advertiser must not alone bring his message before the public. but unless he is convinced by what he reads. was master. but how it is said. he does not buy. like Hawthorne. That means that you must first satisfy yourself that the article you are selling is good enough for you to buy at the price you are asking. he gripped the mind of the reader with a few magic words. Large city newspapers employ headline writers whose duty it is to write attractive heads for all the important news articles.the heading. Here we strike another axiom of selling: It is not what is said. you will fail. in his case. and your advertisement. but bring it in such a way as to convince. © 2004 Presslink Publishing 21 .Know that the offer you are making is a good one and you will then be able to convince your prospective customer. No matter in how many periodicals you advertise.of this Tennyson. This shows the value placed upon good captions even for news articles. It has been said that a salesman must first sell to himself before he can sell it to others. Hawthorne speaks of 'The unaccountable power that lurks in a syllable' . Unless the advertisement is illustrated. It is not what is said in an advertisement that carries conviction. no matter how many letters you send out. but the way it is said that counts. Advertising to "bring home the bacon" must have injected into it the vital element of salesmanship. if your advertisements and your letters do not contain a selling force. A man may read your announcement." Preparing Advertisements The usual advertisement consists of three parts . the body and the address. "The plot of the great masterpieces of fiction can be told in few words. the heading is of utmost importance because you depend on it to attract the attention and secure interest of the reader. the other does not that is the difference. One man convinces by what he writes. provided you need or want such an article. has failed. Now what is selling force or Salesmanship? On this point let us quote Robert Ruxton.
as you have now learned. Do not deviate from "plain everyday speech" . Have a care for the proper use of words and you will find that far fewer words are required to express your exact meaning. to become a successful advertiser. but few people will read advertisements unless they are attracted by the headlines. Don't use too many adjectives. incisive language.a whiter wash. he will undoubtedly read the body of the advertisement.simple. Unusual words." The Choice of Words Good advertising copy consists. 5 times as many people read the headline as read the body copy. words of many syllables. as they are likely to spoil an otherwise good advertisement. long. Express yourself as simply as possible. more miles per gallon. than by what are known as "gushing" adjectives. The buying public will be more easily convinced by the use of decisive words of praise in description of wares. you must study words and learn to combine them in a way that will express thought with force and conviction. you've wasted 90% of your money. complex phraseology. involved sentences. Time-out John Caples wrote: "On average. for simplicity makes for efficiency at all times. Therefore. © 2004 Presslink Publishing 22 . If the headline catches the reader's eye. which. The best headlines are those which promise the reader a benefit .Good headlines are more important for advertising than for news articles because people will read the news in spite of weak headlines. will mean but little if they are too freely used. clean cut. however appropriate. Therefore. should be avoided. of a combination of words that convince the reader that he should do as the advertising directs. unless your headlines sell your product.
It doesn't matter whether the words are written or spoken.Advertising should always be written for the one purpose of attracting and convincing the largest possible number of its readers and never for the purpose of exhibiting either your education or your cleverness. once known. can be yours depending on the words with which you express yourself. Ben Nash. and 22 other notables in the field of copywriting at the time. as if by magic. This rare and valuable course has not been re-published. "The Guru of Direct Mail Marketing. either. Time out Ted Nicholas. until now that is! © 2004 Presslink Publishing 23 . Kenneth Goode. they seem so simple. including everlasting wealth. As with all the great truths." *** New Resource *** “Lost” Masters of Copywriting This is a newly discovered course written by the masters of copywriting from the 1930’s and parts of the course are written by the greatest copywriter of all time – Claude Hopkins! Other contributors were Bruce Barton (of BBDO). "All you desire in life ." had this to say: "Certain words produce amazing results.
very few Internet marketers have even heard of this course or even know that it exists.This is NOT a digital product. You can get your copy of this collection of persuasive copywriting articles right here by going to http://www. Very.masters-of-copywriting. This is a printed course of 391 pages and wire bound. nor is it available as such anywhere. The course comprises of 25 absolute gems – click here to see the table of contents.com © 2004 Presslink Publishing 24 .
People buy for the same reasons now as they did 100 years ago. We will. here is an article from an old manuscript written in 1912. Therefore. And succeed beyond your wildest dreams. Knowing what makes people buy. Psychology is a deep and endless study. and that is to study those that have mastered the technique. of course. consider point #2 from Chapter Four. And to understand this you will need to do what all top marketers have done. Why? Because human emotions haven’t changed over time – and they never will. is the science of the mind. To help you in this respect. even 10. Now the "science" of a thing is simply the truth about the thing.000 years ago. Here’s the extract: Psychology of Advertising and Salesmanship Psychology.Chapter Five Psychology Applied to Advertising 1912 Now. Understand what it is that makes people buy and you will succeed. We do not deem it advisable for you to go into the subject any further than is necessary in order to know what psychology is and what it has to do with advertising and selling. This is probably the least understood principle in marketing. and it is not our intention in this lesson to do any more than treat the subject in a way that will give you all the knowledge you will require of psychology in its relation to advertising and salesmanship. The fact is. the "science" of the mind is the truth about the mind and how it operates. recommend some other resources. we are told. © 2004 Presslink Publishing 25 . people have been sold to by the same techniques for centuries.
Professor Halleck. in order to be ideally successful. you can see the wisdom of gaining some knowledge of the mind and how it operates. Enormous salaries are paid to persons who can write advertisements certain to catch the eye. In fact. the appearance of an advertisement. creating desire. It must convince the greatest possible number of people. you will realize that the process of selling goods.000 copies could have been disposed of in the same time if agents had forced them upon the notice of people. Arousing attention. they employ the principles of psychology when they endeavor to attract attention.. Whether a man buys or not depends on his state of mind... must be based on psychological principles. is altogether a mental or mind process. 3. Business life has largely resolved itself into a battle to secure the attention of people. either personally or through advertising. and his state of mind depends upon the effect the advertisements or the salesman's arguments have upon him.. produce an effect upon the mind of the prospective customer that is designed to cause the customer to act in the desired manner. and that 25. It must interest the greatest number of people. the advertiser and the salesman have but one object . and influence the prospective customer to make a purchase. This being true. a noted writer on psychology says: "Business men say that the ability to gain attention is often the secret success in life. A prominent advertising man says: Advertising copybusiness literature – any printed or typewritten matter that is put out to exploit and benefit a business must.Advertising copy and verbal salesmanship are not improved so much by development of the art of writing and speaking alone. 2. Whether salesmen or advertisers are aware of it or not. It must force the greatest possible number of people to take the action which it suggests. advertising and selling are psychological problems. These three requirements are also the basic necessities for successful salesmanship.If you will give the matter a little thought." From beginning to end. Every step in the progress of the sale is a mental one. the argument of the salesman. moving the will. all are purely mental processes. as by increased knowledge of why how men's minds are influenced. stimulate desire.the influencing of human minds. The salesman's arguments. if convincing. © 2004 Presslink Publishing 26 . A publisher said that he had sold only 5. The display of goods.000 copies of an excellent work merely because it had failed to catch the attention of many. do three things: 1.
He must know what will create an interest and what will fall flat. must carefully study psychology.longlostmarketingsecrets. we will know how to appeal to those men.com Study Human Nature A leading advertiser has said: "Scientific advertising follows the laws of psychology. we need not be frightened by such a big word as psychology. He must understand how the human mind acts. George French simplifies this matter of psychology. Here's a collection of 4 lost and forgotten manuscripts that all today's top marketers use. but don't make it public because they don't want you to know. either personally or through his advertising department. Check it out here: http://www. We know how to appeal to Smith because we know Smith. He must be a student of human nature. therefore. in his book. and must know the laws of the human mind. The successful advertiser. consider if there are not certain ways of thinking and acting which are common to all men. for we now see that psychology is only human nature after all. We know what will please Brown because we know Brown. in its relation to advertising and selling. If we can discover the laws governing the actions of men's minds. "The Art and Science of Advertising. We know how to get our way with Jones because we know Jones. He must know what repels and what attracts. you see. Brown and © 2004 Presslink Publishing 27 . What the advertiser must know is how to get at Smith. So." where he says: So we can dismiss the weird word and simply acknowledge that we can sell things to a man more readily if we know the man. Find out how these classics can help you.Time-out Understand What Your Customers Want and You Will Sell More* Not selling enough of your product? Is your conversion rate small? The reason is most likely that you don't understand what your customers want. We must. We can't personally know every man to whom we wish to sell goods.
Kennedy. One is the written message. which is sometimes called "Salesmanship in Print.com The Direct Command Now a large majority of people do things because they are told to do them. Claude Hopkins also used this expression and you can get his publication as part of a package right here: http://www. more mechanical than we are willing to admit." What this writer says applies. 8 years later. every man and every mind is controlled. in a large sense and to a great extent. This is undoubtedly due to © 2004 Presslink Publishing 28 . nobody has been able to come up with a better definition of what advertising is. of course.longlostmarketingsecrets. It would seem from careful observation that more people are forced to action by a direct command than by any other method of appeal.Jones without knowing any of them. so far as it concerns advertising. in this extract. and it is being used here. Time-out We mentioned "Salesmanship-in-Print" earlier. to verbal salesmanship as well as to advertising. You will be well advised to spend some time studying this definition." The principles used to influence the mind of the prospective customer are the same in the case of a salesman as they are in the case of the advertiser. Our minds are more automatic. What those physical conditions are. Right up to today. While every man has his personal peculiarities and while every mind has its peculiar method of dealing with the facts of life. This phrase was first coined in 1904 by John E. and how the knowledge of what they are may be used by advertisers. That which we loosely call mind is largely the automatic expression of tendencies controlled by physical conditions wholly apart from conscious intellectual or moral motives or qualities. while the other is the verbal message. forms the body of that new knowledge some like to call psychology. and are operated in a manner separate from his personality. by predilection and mind workings which were established before we lived.
If you are selling a farm." "Be a Trained Nurse. In that way your farm becomes interesting to your prospective customer by becoming a part of something else in which he is interested. you will then probably say that we have put the percentage too low. to keep your prospect interested in your proposition." "Use Blank Soap. 10 per cent of the people are leaders ." Interest Your Prospects From the psychological viewpoint the association of ideas is a matter of great importance in advertising and salesmanship." "Study Law at Home. The thinking is done by the small minority and the bulk of the people accept the thoughts of the minority and act accordingly. So. there may not be anything interesting about the land itself. it is only necessary to associate it with the idea of money-making and interweave your offer with that idea. If you will study the advertising columns of the newspapers and magazines." "Clip the Coupon Today." "Send for Particulars at Once. Professor William James put this principle very clearly. you will notice that the direct command is used more than any other method to influence the actions of the readers. You may think that in saying that fully nine-tenths of the people do not reason things out for themselves and act in accordance therewith.the fact that the great mass of the people do not think things out for themselves. as money-making is a subject that interests nearly all of us. He said: "Any object not interesting in itself may become © 2004 Presslink Publishing 29 ." "Let Blank the Tailor Make Your Next Suit.the 90% per cent are led. If your business or your goods are not in themselves particularly interesting. but the prospect of large profits from the increase in the value of the land is interesting to most people. Perhaps 90% of the people act upon the command or suggestion of others. you should find out something in which your prospective customer is interested that can be associated in some way with what you are offering. Here are a few examples: "Smoke Blank's Cigars. But we believe that if you will give the matter a little careful consideration and observe what it is that moves people to action. In other words. we have put the percentage too high. but simply follow the reasonings and suggestions of others.
Not long ago an advertisement of a toilet soap appeared in the magazines..com Unattractive Advertising We frequently see advertising that is not likely to produce the desired results because of an illustration that had a bad effect upon the mind of the reader. You can now know what they know by grabbing these 4 classic manuscripts that are jam-packed with ideas and reasons why people buy. and thus things not interesting in their own right borrow an interest which becomes as real and as strong as that of any interesting thing. To use as an illustration a © 2004 Presslink Publishing 30 .." Time out *Discover The Secrets That The Top Marketers Use* You'll never succeed in any kind of marketing whether online or off-line if you don't understand what first makes people buy. In the imprints left by his feet in the mud appeared the name of the soap. Top marketers today know these secrets. dainty and refined.interesting through becoming associated with an object in which an interest already exists. The two associated objects grow." Now as it is true that interest can be secured in your goods by associating them. To again quote Professor Halleck: "An eminent philosopher has said that man is completely at the mercy of the association of his ideas. the interesting portion sheds its quality over the whole. so can a desire for. The greater part of the space occupied by the advertisement was devoted to a picture of an elephant walking through a marsh. Check out: http://www. if possible. as it were. Now the logical method of advertising a toilet soap would be to associate it with something attractive. or an interest in. with something that is of great interest to your prospective customer. Every new object is seen in the light of its associated ideas.. your goods be destroyed by associating them with something unpleasant or undesirable.longlostmarketingsecrets. together. but even they learned from the old masters of marketing.
© 2004 Presslink Publishing 31 . The whole advertisement breathes fragrance and cleanliness and it would be hard to imagine an advertisement better calculated to influence the reader in favor of the particular soap so advertised. There seems to be no reason on earth why frogs were introduced into the picture. and certainly a picture of a slimy frog is not likely to attract us to nor make us want to drink that particular brand of coffee.. but we prefer to forget where it comes from.picture of the largest and crudest animal that most of us know anything about was psychologically bad. Another advertisement that went wrong in this respect was the one advertising bacon with a picture of a big fat hog. for anything unclean or otherwise disagreeable association with that which is to be eaten would be psychologically bad from an advertising and selling standpoint. Great care should be exercised in advertising and in picking foodstuffs. The idea of cleanliness should always be uppermost. In advertising food products it is also advisable to see that the advertisement is properly located in the columns of the paper in which it appears with relation to the articles advertised. Most of us are fond of crisp. A good example of how a toilet soap should be advertised has recently appeared in the magazines. It may be easy to get people somewhat interested in your goods or your propositions. for surely the object of a toilet soap advertisement is to suggest refinement. And to have the name of the soap appear in the muddy footprints of the beast suggested filthiness instead of cleanliness. Among other advertisements that have offended by improper association of ideas is the one advertising a special brand of coffee in which frogs are pictured. The soap is violet scented and is shown in a dainty wrapper alongside a bunch of violets. This advertisement was a splendid example of how not to advertise toilet soap. Perhaps one of the hardest things to accomplish in advertising and salesmanship is to compel people to decide and act. Not long ago a page of small advertisements appeared in a newspaper where food advertisements were sandwiched in between the most objectionable kind of medical advertisements. sweet bacon. It must have produced in the minds of those who saw it just the opposite of the effect desired.
Well. You must study psychology. In conclusion.” Also we can recommend another. The book is called “Influence: The Psychology of Persuasion” and is available from most bookstores or Amazon. a premium to prompt purchases.wherever they may be. Work for Quick Action The tendency for most people is to delay action. we can be guided by that knowledge. They seem to prefer doing nothing today that can be put off until tomorrow. book by Robert Cialdini. the special bargain sale in which the numbers of articles offered is limited. And there is not better book on the subject than Professor Walter Dill Scott’s “The Psychology of Advertising. © 2004 Presslink Publishing 32 . Human psychology. if we learn what the average man is likely to think and do under certain condition. the special discount if offer is accepted within a certain time. as human nature is pretty much alike the world over. but to get them to buy or sign the order is more difficult. It is on account of this condition that so much thought is given to advertisers and salesmen to plans and methods calculated to bring about prompts decisions on the part of prospective customers. we will say that as psychology is only human nature as before stated. Among the methods employed for securing quick action are the following: The special sale which has a "hurry up" at a low price for a limited time. we think that makes it clear what is required to become a successful advertiser and salesperson. Many other plans for stimulating prompt action have been used and various methods can be devised by anyone who will give the matter a little thought. more modern.
In his own words: “A good title is a work of genius. At the time. and if a title didn’t work for him he changed it.Chapter Six The Most Important Part of Your Copy Good copy is essential if you are to succeed. However. His headline ran: “Within the Curve of a Woman’s Arm.” He reckoned that just changing the title of a book increased sales. 1919 James Webb Young became famous for his Odorono ad. But first….000 1917 American Association of Advertising Agencies founded with 111 members. © 2004 Presslink Publishing 33 . there was up-roar. 1916 James Walter Thompson retires and a group of colleagues buy him out for $500. 1919 Barton. Who can argue? His book. And he never wrote a single one of them. you can have the greatest copy in the world but it’s the headline that will determine whether the rest of the copy gets read or not.” But he was proved right as sales of the product soared 112% in the first year. This was the first attempt ever at advertising women’s deodorant. 1921 Baygul and Jacobs open in Omaha It was in the 1920s that Emmanuel Haldeman Julius sold over 200 million copies of his “Little Blue Books”. All he ever did was market them. Many women perceived his ad as offensive. Durstine and Osborn (BDO) open in New York. not surprisingly titled: “The First Hundred Million” shows how he advertised his little books in newspapers and magazine ads. We’re going to give you some great headlines from the past and reasons why they were great. …we continue our tour through notable milestones in advertising history.
Time out Here's what copy-writing legend Gary Halbert had to say: "Go read a copy of "The First Hundred Million." It is where I learned my magic words...the ones that make copy SIZZLE and my headlines impossible to ignore."
E. Haldeman-Julius had a system. If a title didn't sell over 10,000 copies in a year, it was sent to a place in his office called "The Hospital" and here it would be given a new title. And if the new title bombed, then it went into "The Morgue." As an example, he had a book titled: "Art of Controversy" which didn't exceed his 10,000 copy yardstick. The title was changed to: "How to Argue Logically" and sales soared to 30,000 copies. Why? He changed nothing about the book - just the title. By doing this, Haldeman-Julius discovered that certain words, when used in the title, could increase sales of almost any book. For example, a book by Dr. Arthur Cramp in 1925 called: "Patent Medicine" sold a measly 3,000 copies. Haldeman-Julius changed the title to: "The Truth About Patent Medicine" and sales rose to a respectable 10,000 copies. Haldeman-Julius found that the words: "The Truth About" had some sort of magic. Haldeman-Julius found that old chestnut: "How To" in a title was far and away the best. For example, the title: "How to Psycho-analyze Yourself" out-sold "Psycho-analysis Explained" and "How I Psychoanalyzed Myself" by almost four times. He found that the words: Life; Love; Sex; Romance; self-improvement; and entertainment also worked well in titles. He discovered how small changes in his titles resulted in massive differences in sales.
Time out If you have a product that is not doing as well as you would like. Take a look at the title. Does it contain the main benefit to your customers? Does it offer some curiosity?
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Or has it got a title that has got within some cute expression that your customer has to guess what your product or service is? If so, get rid of it. Try changing the title of your sales copy. But before you do, make sure it's a change for the better.
We are now in an "Information Age" and people want information desperately. The internet is a perfect example. People want facts. Well, guess what Haldeman-Julius found? "The Facts You Should Know…." proved to be a massive hit. Nothing's changed since his days. These words still work today. You can use Haldeman-Julius' wisdom in your business today, no matter what line you're in. Use his ideas in your reports, titles and in your headlines for your copy. Whenever you're stuck for a headline idea, try playing with the words: "How to" or "The Truth About" or "The Art of" or "Facts That You Should Know" or "The Key to.." or "The Story of" or "A Little Secret That." And plenty more you can dream up for yourself. Haldeman-Julius was quite unique in what he did. He didn't write any books. He took what others had written. All he ever did was market them. And he did this by title only. There was no body copy - just the titles. Another master of copywriting, David Ogilvy, used to write out his headlines and practice them on his friends and family. He is remembered for one stunning headline. But before he found it he had written 104 different headlines. That headline was, of course, his famous Rolls Royce copy: "At 60 Miles An Hour, the Loudest Noise in the New Rolls Royce comes from the Electric Clock." Take heart, if a pro like David Ogilvy had to write all those headlines and test them out on friends, that surely tells you something.
Time out Incidentally, when engineers back at the Rolls Royce factory read Ogilvy's ad their response was: "We really must do something about that darn clock."
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David Ogilvy will also be remembered for his: "The Man in The Hathaway Shirt" which ran for 25 years. Also his Schweppes advertising campaign, where he persuaded the client, Commander Whitehead, to appear in his own advertisement and this ran for 18 years. His Ad for Rolls Royce remains as the most famous automobile advertisement of all time. He wrote two books: "Confessions of an Advertising Man" and "Ogilvy on Advertising."
Time out Some advertisers run without any headline at all because their creators think it's trendy or clever. Seldom will such an ad succeed. If advertisers were to test, they would know what works and what doesn't. Here's another point. A long headline that really says something is much, much better than a short headline that says nothing.
And, arguably, the most famous headline of all time was written by John Caples: "They Laughed When I Sat Down at The Piano - but When I Started to Play...." This ad was written for the U.S. School of Music and people are still copying it today. And shortly afterwards, Caples wrote another famous headline: "They Grinned When The Waiter Spoke To Me In French...But When They Heard My Reply.." Which was also written for an educational establishment.
Time out These headline ideas are still used to good effect now. Play around with these beginnings, something like: "They Laughed When I said I was going to make a Million Dollars but ......"
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he outlined a 7 step formula: 7. 5.Caples wrote 5 books during his long career: 1. 2. Does your copy create desire? 10.com © 2004 Presslink Publishing 37 . But do you know why? And do you know which single word made all the difference? Time out Hint. it almost can’t fail. If you want to study more great headlines from the past masters. 4.” Before we leave the subject of headlines.longlostmarketingsecrets. Does your ad attract the right audience? 8. Do you give prospects a reason to act at once? Caples disliked humor in his ads and once said: “Only half the people in this country have a sense of humor. These two appeals will make your reader want to read the copy. the topic would not be complete without some reference to Maxwell Sackheim’s classic: “Do You Make These Mistakes in English?” You’ve probably read this headline somewhere but did you know it was originally titled: “Are You Afraid of Making Mistakes in English?” Obviously. get “41 Great Ads and What Made Them Great” as part of our “Long Lost Marketing Secrets” package right here: http://www. and clever ads seldom sell anything. Does your ad retain the audience? 9. Do you make it easy to act? 13. Do you prove it’s a bargain? 11. And if the headline also appeals to the reader’s wants. Tested Advertising Methods Advertising For Immediate Sales Advertising Ideas Making Ads Pay How to Make Your Advertising Make Money In his "Making Ads Pay" book. the first headline out-pulled the second one. 3. Do you establish confidence? 12. a headline that appeals to your reader’s self-interest is the best type of headline.
I can close-haul a sail with the best of them. “The Gloucester Fisherman”. The second headline just suggests it is a stuffy old book on English grammar. That first headline aroused the reader’s self-interest and curiosity. Davis. One of his unique techniques was to make a character out of the advertiser. Sackheim’s winning ad ran for 40 years. So you won’t mind. © 2004 Presslink Publishing 38 . at least you can taste the difference. without interruption. The reason this type of advertising succeeded was due to the authentic character of his client – The Gloucester Fisherman – which was brought to life by Sackheim. I know how to pick out the best fish of the catch. It won’t cost you anything unless you feel like keeping it. And nobody wants to read any such type of book. I know just which fish will make the tastiest mouthfuls. “But I can’t explain it. I’ve tried and tried to tell people about my fish. He was a great copywriter. sold tens of thousands of tubs of fish right across the country. and others like it. One of Sackheim’s clients was Frank E.The word “these” is the single word that makes all the difference. but I wasn’t rigged out to be an ad writer and I can’t do it. But that headline wasn’t Sackheim’s only claim to fame. prime-grades right off the fishing boats with the deep sea tang still in it – is lots better than the ordinary store kind. All I ask is that you try some of my fish at my expense and judge for yourself whether it isn’t exactly what you have always wanted.” This copy. It suggests reading the copy to find out what “these” mistakes are and to avoid them. but I’ll never learn the knack of writing an ad that will tell people why my kind of fish – fresh caught. A record that still hasn’t been broken. His ads were written as if the client themselves were actually doing the talking. will you if I ship some of my fish direct to your home. This is how Sackheim wrote copy for this client: “There is no use trying.
a few years after Sackheim. One of the men who was picking fruit in the doctor’s orchard came up to the Webb house holding six of the strangest grapefruit anyone has ever seen … (he goes on to tell the story of how mother nature created this almost magical ruby red © 2004 Presslink Publishing 39 . and maybe we’re foolish spending the price of a tractor for this space. but my brother and I got an idea the other night. Time out Joe Sugarman wrote a fantastic book called Psychological Triggers It is required reading... The ad set off with the headline: “Imagine Harry and Me Advertising Our Pears in fortune!” Here’s a snippet of how Sumner wrote the copy: “Out here on the ranch we don’t pretend to know much about advertising. it’s not one as we were taught in school but it is how we speak. So here’s our story: …. This particular ad started a niche of selling fruit by direct mail. He could never make his space advertising work so he went to a Joe Sugarman seminar and got the idea to write his copy based on the “character” formula. Perhaps you’ve heard of them – Harry and David’s. a copywriter called G.. He wrote a headline: “A Fluke of Nature” and his copy opened like this: “I’m a farmer. Lynn Sumner wrote an ad for a pair of pear growers. as incredible as it may seem. Take note of the simplistic dialogue.You may be thinking: “Does this technique of Sackheim’s still work today?” Well. Webb. our family doctor. Could this character technique work again for you? In 1977 a seminar attendee called Frank Schulz went on to sell grapefruit by mail. As for the headline. and we believe you folks who read Fortune are the kind of folks who’d like to know about it. And the story I tell you is the absolute truth. It all started in a grove owned by Dr.” Any prospective customers would believe that the pear growers actually wrote the copy. just how a farmer would speak.
I won’t accept it. So I decided to write this just as if we were down face to face…. Every one of us takes a ‘picking ring’ when we harvest. Time out Here’s something you may want to experiment with: “I don’t normally write ads.grapefruit)… “…And when we pick the fruit..” Copy like that could be very persuasive. but.. shortly to be released is a collection of old manuscripts. I size the fruit.> is but I just can’t.> and I’ve tried to write a good ad showing what my <…. Lots of people ask me about my <…. Works include the Bruce Baron letters and xxxxxxx You can access the whole collection at: www. *** New Resource *** A brand new resource. I won’t accept it…. And I grade it for beauty.. For example. what does fish and fruit got to do with your business? More than you may think.peterrecommends. Or sometimes it will have a bulge on the stem and that we call ‘sheep nose’. nice stories etc. Sometimes the fruit will be wind scarred. I’m no good at it. You might say that this is all very well. we’re just as fussy. If the fruit is small enough to pass through the ring – we don’t pick it! It simply isn’t big enough to qualify as a Royal Ruby Red! Even after picking there are other careful inspections each fruit must pass before I’ll accept it. I’m a <your profession> but what I want to convey to you is so critical that I thought I’d write to you on a personal basis..com/hypnoticmarketing © 2004 Presslink Publishing 40 . you can use the “character” formula to write good copy and attract more customers. Strange words like ‘picking ring’ and ‘sheep nose’ give the impression that the grapefruit grower is writing just for you. You could do very well if you were to adopt this technique...
Nearly every time I have tried to convince an advertiser that a plan which has worked successfully in another business might work successful in his. But old and used ideas can be adapted to any business.Chapter Seven A Good Letter Can Make You a Fortune in Direct Mail Now we go back to Sackheim. If. People are lazy. monthly income. if he did not say it. members of his book club would be notified of that month's book selection and unless they replied that they didn't want the book . he has at least thought. you can have a member or subscription site which brings in regular. People being lazy will rarely cancel their subscriptions bringing you a nice recurring revenue stream. Every month. That's why much of advertising uses deadlines and limited time offers. Clever! Sackheim originated the idea and now every "of-the-month" club operates like this. Sackheim is also well known for originating the "Book-of-the Month" club. © 2004 Presslink Publishing 41 . Have you experienced this? Perhaps you're thinking: "this wouldn't work for me" or "my business really is different" then you're missing the point and just not being creative enough. Your customers' credit cards can be charged each month for their renewal of membership. Time out You can use Sackheim's "Negative Option Plan" to your business. you have a web based business.it was assumed that they did and it would be subsequently mailed out to them. that his business is different. This is what he had to say about using ideas from other places: "Every advertising man is familiar with the phrase 'my business is different'. for example. Getting people to take any sort of action is not easy. Sackheim used this human characteristic to his own advantage." So what can you learn from Sackheim's Book-of-the-Month club? More than you think.
you will have to provide a good product or service that gives value for money. letters for many occasions.W. working alongside Sackheim soon developed himself into a good copywriter. Letters that gave 61% returns. What would you give for returns like that? Take for example this opening sentence: "There is a man in Boston who has a unique way of making a living. The publishers whittled this list down and published 72 of these letters. 72 of them.063 letters that had made big sales for their originators. On similar lines to the "character" formula is what is called the "open letter" technique." You should be able to get this from your high street bookstore or on Amazon. This book is now out of print (as are most of these classics) but if you're interested in the works of Maxwell Sackheim there is a book available by Jerry Buchanan called: "Billion Dollar Marketing. Many just can't be bothered.711 for 3 insertions in the New York Times with the headline: "An Open Letter to the Readers of The New York Times.923. in fact. Schwab. In 1917.00 in subscriptions. Time out Maxwell Sackheim also wrote a great book on marketing called: "My First 60 Years in Advertising".Sackheim's Negative Option Plan forces people to take action to cancel their renewals. There are examples of letters that pulled 18% to 20% returns.” This book contains sections on letters that open doors." This first tranche of advertising netted Cousins $54. He paid $15. These 72 were analysed and dissected. Of course. Sackheim met a young man called Victor Schwab who he hired as his private secretary. letters that increase sales. letters that turn prospects into your friends. 1921 Publisher A. you can take advantage of this little bit of human psychology. The result was their publication: “72 Letters and What Made them Pay." © 2004 Presslink Publishing 42 .Shaw collected 5. This powerful technique was used by Norman Cousins who resigned from the 'Saturday Review' to launch his own magazine 'World Review Magazine'.
Davis.. Because of the personal nature of the letter. The letter pulled a massive 30% return.. no matter what line of business you are in. the letter still has to be effective. wrote a further letter with more details to the prospects that didn't reply to the first. Time out That opening sentence above could be used as a headline for a sales copy. Davis. The letter began: Dear sirs. But the letter sooner or later had to reveal the "Big Idea". "72 Letters and What Made Them Pay" will help you put together a persuasive letter for any situation. © 2004 Presslink Publishing 43 . and that's why they keep on reading the rest of the letter. Within the above opening sentence was a sufficiently good "hook" to get the prospect to read further. So it decided to write to a number of desirable prospects..A. All in all. many of the prospects actually went to the trouble of writing a personal letter in reply. He handed me your name and said. A. The letter sent to these prospective members had an element of personal invitation and signed by the chairman of the club. Suffice it to say that this particular letter did get the results (a 61% return) and the pulling power of such a letter makes it well worthy of study.. The other day I met a friend of yours.. names that were forwarded by existing members.. Here's another example of a letter from that book that gave a good return: A golf club wanted to increase its membership. Roefer. And the club. H. R..Now who wouldn't be interested in that? Most people. the campaign was a great success. "There's a fellow..> Even if you have to give something away to entice your prospect to reply. You could play around with a bit and come up with something like: "There is a man in <your town> who has a unique way of <. Mr. Many other clubs have since used the same letter with equal success.... that I'd like to see join the club..
knowledge of message carriers 5. 2. knowledge of message 4. knowledge of the specific situation © 2004 Presslink Publishing 44 .Time out You can get this hard-to find classic: "72 Letters and What Made Them Pay" and three others. and Sherwin Cody's courses (as was Sackheim). to form BBDO with billings of $32m. knowledge of trade channels 6. knowledge of how advertising works 14. also called: "How to Write a Good Advertisement. knowledge of proposition 2. 1928 Victor Schwab and his partner took over Sackheim's agency after Sackheim decided to 'call it a day'. He was responsible for creating ads for Dale Carnegie.longlostmarketingsecrets.com 1923 John Orr Young and Raymond Rubicam form Young and Rubicam in Phildelphia.” In this tome he lists 7 concepts that. right here: http://www. His famous works included the best selling 1930s classic: "How to Win Friends and Influence People". Get attention Show People an Advantage Prove it Persuade People to Grasp This Advantage Ask for Action His series of articles were later turned into a book. 5." 1930 James Webb Young worked as a professor and used his lecture notes to publish his first book: “How to Become an Advertising Man. 1928 BDO merge with Garry Batten Co. 3. 4. according to him. He wrote a series of articles called: "How to Write a Good Advertisement" and introduced a 5 step formula: 1. knowledge of markets 3. Charles Atlas. everybody should know: 1.
Collier became famous for one letter in particular. so I have changed the fabric to one that looks like a smart topcoat . He worked day and night to get them finished. His: "Will you do me a favor?" letter." Here are just a few of his secrets to writing sales letters. Will you do me a favor? For twelve years now. we have been selling the famous "Keepdry" coat direct to the customer. the now famous: "The Robert Collier Letter Book. And this technique helped to bring the two companies together. These were books put together by Dr. comfortable look of the well-tailored overcoat. His first successes were that he sold many thousands of the Harvard Classics. He conceived this idea when he read about a manager who asked one of his competitors for a favor . The books were titled: "The Secrets of The Ages. at a saving of many dollars from the usual price. Collier thought that this technique may well work in print. © 2004 Presslink Publishing 45 . He was a prolific writer but his best abilities were in writing killer sales letters.000 sets of that title and went on to write more self-help titles and books." He sold over 300.he wanted to know how to handle customers that took advantage of their terms. and yet retains that loose. In 1934 he wrote." Collier had an idea of writing a set of books on psychology. This year I want to vary the line a bit. He went to work in New York for his uncle’s publishing company. Eliot of Harvard and sold by Collier as what became known as the "Famous Five-Foot Shelf of Books. I'm using a singlebreasted topcoat model that appeals to men because it has style.1930 Advertising Age is launched in Chicago 1934 Another master writer was Robert Collier. you know.but will still shed rain. He wasn't wrong! Take a look at how he phrased that letter: Dear Customer. And instead of the usual doublebreasted raincoat model.
all in one! It can be worn on every occasion that a light overcoat is used .WEAR IT . Which brings me to the favor: I want to make sure of the demand . how it keeps out wind and rain? And then write me? Needless to say. © 2004 Presslink Publishing 46 . I'll send you a coat you can be proud to wear anywhere . Stormy days will never again mean chills and colds and ruined clothes if you wear an "Any Weather" coat. I can do it.for chilly nights . and raincoat . yet keep you looking and feeling as smartly dressed as ever. So I've come to you as a customer of the house: Will you try out one of these new "Any Weather" topcoats for me for a week .for auto rides. It will protect your health and your clothes. motor coat.you can never be sure of such things until after you have sunk a lot of money in them.where ordinary raincoat or topcoat serves but one purpose. where the retailer carries coats in half a dozen sizes and only one length. sport coat.or lack of demand . because we have so much greater a range of sizes than any retail store.and in a heavy downpour as well! Every man needs a coat like this for rainy days . but you know how it is in merchandising .see how it feels.I believe that anyone who gets out in stormy or wet weather will like this "Any Weather" coat better than any raincoat or topcoat he can buy.a coat that will fit you as though made to measure by your own tailor. this new "Any Weather" is topcoat.before we sink too much money in this new coat. More than that . how it compares with topcoats you have bought at $25 or $30? Above all. we have 57 different sizes and 5 different coat lengths. you know. how it looks.
to be worn for a week at my risk and expense . ONLY $14. if you should like the coat so well that you want to keep it. in any company.before the Fall season has really opened . too.85 . so whether you accept it or not. I just want to satisfy you that it is one you will be proud to wear anywhere.FR^EE! At the end of the week. Naturally.85! Otherwise just send it back at our expense. Naturally. fill in the three simple measurements on the card TONIGHT if you can.BUT OUR SPECIAL INTRODUCTION PRICE TO YOU.before we are definitely committed for any great quantity of these new all-weather coats. I should feel obliged if you would return the card so as to insure against its falling into the wrong hands. Won't you. in any weather. tell me frankly your honest opinion of the coat and its saleability. If you will fill in the three simple measurements called for on the enclosed card . not even our low-direct-to-the-user "Keepdry" price of $16.I'll get one of these new "Any Weather" coats off to you at once by prepaid Parcel Post . I thank you for your courtesy. better mail it right away .while you have it in your hand . Yours for mutual cooperation © 2004 Presslink Publishing 47 . therefore. and mail it? On second thought.But I did not start out with the idea of selling YOU the coat.NOT the $25 or $30 that you are accustomed to paying for coats in stores. your opinion will be of value to me only if I get it NOW .so there will be no chance of forgetting it. you can pay . and in payment for the week's wear. I am not making offers like this to everyone.
. It becomes even stronger if you give them something for free in return. He uses that technique in the above letter. a good technique to use is polls.000 raincoats and over a dozen other products. If you operate on-line. this letter was written over 70 years ago. people like to give opinions. people like to help.and why your "verdict" is so important to us. Time out Just as Collier knew all those years ago.. But what ever you give them. The letter contains some strong psychological principles. Well. it has to be useful. If people aren't yet ready to buy. put out: Dear <first name>. Frankly. If you operate your business off-line. here's a recent letter that Boardroom Reports. Also. It's our giant new. So can you. Now you may be thinking. I need your help. like a report with some useful information. ask in your direct mail or your letters for people's opinions. one of the top direct marketing companies in the country. I'll send you one of the most valuable gifts we've ever given away. Something of value. 51. Our records show that you're one of our best customers. If you do.000 word book. so I'm really hoping you'll participate. Our company has a lot riding on the outcome. the "DOCTOR'S LITTLE BLACK BAG OF REMEDIES AND CURES. Think so. But first. and that's why I'm writing. Vol.This letter was responsible for selling 20. this technique is out-dated. I" I'll explain our marketing trial in a moment. surely. © 2004 Presslink Publishing 48 . I'm asking you to take part in a little marketing trial I've put together. OK. they do love to give their opinions. let me tell you about a special free gift you'll receive just for taking part.
© 2004 Presslink Publishing 49 . healthier.(tells about free gift).. I am going to send you FREE a new. and it's yours FREE for just taking part in my marketing trial. It's called Bottom Line Health." These openings have been used over and over again because they work. You can see why I say this is such a valuable book." Or. Get your copy of Hopkins' "Scientific Advertising" which is part of the "Long Lost Marketing Secrets" package..... self-filling black beauty fountain pen-pencil... with your name stamped upon it in 24 carat solid gold leaf. So what's this "marketing trial" all about? Here's the story. most honest way to introduce new products is through sampling. and I very much need to know what you think of it.longlostmarketingsecrets. Here's why.com Robert Collier also succeeded with another kind of letter opening. Here's how he did it: "With your permission. right here: http://www. We've just launched what I believe is the most unusual and valuable health magazine ever published. Time out This is further proof that what Claude Hopkins pioneered is still around in todays' markets..what elements are lacking in it. I am going to make an analysis of the soil of your lawn to determine – at my own risk and expense . what you need for stronger.(goes on to explain how the fairest. "With your permission. And it works.. Then makes call to action). more closely grown turf.
And Most Respected Lovers in the World! Learn to enjoy the best sex of your life.Most Knowledgeable.. With your permission (and with strict precautions for privacy). Dear Friend. These were compiled and sold as: "Robert Collier's Million Dollar Sales Letters... They used a very similar type of opening . *** New Resource *** “The Greatest Direct Mail Sales Letters Ever Written” is collection of the best Direct Mail Sales Letters published by Darnell.. But you don’t have to search for these..." Hot new book reveals.with the amazing secrets and discoveries in this just-released "For Men Only" book that is dramatically changing men's (and women's) lives literally overnight. you can get a copy in downloadable format by clicking on the link above.. at any age. The Astonishing Sex Secrets Of The Most Satisfied.. Robert Collier was asked to pick his 15 most powerful and hypnotic letters." And you can get them right here for free. Just before his death in 1950."With Your Permission. © 2004 Presslink Publishing 50 .. I am going to send you one of the most important and exciting books ever released by an American publisher.Take a look at this opening from Rodale Press..
it was Wheeler who first coined that phrase and went on to write his first book: "Tested Sentences That Sell. In bricks and mortar businesses this could be due to poor salesmanship. less effective wording. Elmer Wheeler was a marketer of pure genius and he knew that certain words produced vast increases in results over other. Why? Probably because in the majority of cases the prospects are not given any reason to buy. Sound familiar? Time out This still happens today. In 1937 he wrote his: "Tested Sentences That Sell". In the case of direct mail and the internet it is more likely due to poor copy After some careful analysis. Wheeler concluded that the reason people weren't buying in their stores was because the salespeople were not saying the right words. receive direct mail. and log on to internet sites." Well.Chapter Eight Magic Words or Word Magic? 1937 Another master wordsmith from yesteryear was Elmer Wheeler." © 2004 Presslink Publishing 51 . An almost forgotten classic but probably one of the best books ever written on the subject. But very few of them actually buy anything. This. People visit stores. but people just visiting their stores was not enough . Wheeler was an ad salesman for several newspapers and it all started big for him when he tried to convince retailers that an ad in his papers would drive people to their stores. the retailers didn't doubt. And here is the story of how he did it.they were not buying. You may have heard the expression: "Sell the sizzle not the steak. This led Wheeler to set up his famous "Word Laboratories".
It belongs in anybody's library. And so effective. Also. You may be thinking again. Wheeler studied all trades and retail situations. Wheeler got the salespeople to ask the customers: "Are you on your feet much?" Then they'd hand them a shoe insole and say: "This will ease your feet. Small words. © 2004 Presslink Publishing 52 . I don't have a pharmacy. For example. a gas station.During 10 years of research. "but my business is different. Here's another example from Wheeler of how he dramatically increased sales of oil at a garage. It's made especially for people who are on their feet a lot. He tried and tested 100 such sentences until he found one that really worked. he found that if a waiter in a restaurant asked: "Would you care to order a red or a white wine with your dinner?" it would double the sales of wine. Wheeler tested over 105.com This truly is an incredible resource that can be blamed for helping many people turn their business round. So Wheeler tested and found that the question: "Is your oil at the safe driving level?" worked 58% of the time. right here: http://www." But there's a basic principle at work here. Time out You can get Elmer Wheeler's "Tested Sentences That Sell" and three other classics. if a customer asked for a drink and the order-taker replied: "small or large?" the majority of replies would be: "small one. or a restaurant. After some trial and error. The results of which you can profit from today." But if the order-taker asked: "large one?" then it was found that 70% would reply: "yes. Small simple words.000 words and phrases on more than 19 million people. An incredible feat.longlostmarketingsecrets. Here are some examples of Wheeler's work: A pharmacy was having difficulty selling shoe insoles. Salesmen were asking the naiive question: "Can I check your oil?" This nearly always resulted in a "no" reply. It is." These words sold hundreds of insoles every week." Sounds simple.
So offer your customers something or something. Here's an example of one of them: Phrase your words to give your prospects a choice. as well as being a super salesman. So he decided to write his own. He later crammed all of these into a book called: “The Diary of an Advertising Man. Just like the waiter did with his: "Would you care to order red or white wine with your dinner?" How many restaurants have you been to where the waiter has said: "Would you like wine with your meal sir?" We've experienced it many times. The image of a cowboy changed the fortunes of this minor cigarette brand and made it into a big seller.” 1945 The novel “The Hucksters” is released and is later turned into a movie. was a university lecturer. and three other classics. 1949 Doyle Dane and Bernbach is launched 1955 Leo Burnett introduces his ‘Marlboro Man’ ad. 1940 James Webb Young published an entry every week in ‘Advertising Age’. You can get it. All Wheeler's principles and tested results are adaptable to any business. He is recognized as the man behind the most successful ad campaigns. To get the full low-down on Wheeler and his five Wheeler Points you need a copy of his first book: "Tested Sentences That Sell". right here: 1940 Clyde Bedell. © 2004 Presslink Publishing 53 .Wheeler found that you need to ask a question that customers cannot say "no" to. “How to Write Advertising That Sells” became a best seller. Wheeler also invented what he called: "Wheeler Points. Not something or nothing. This attacked the advertising industry and had a damaging effect." There are five of them. He became so frustrated at not being able to find a suitable book on persuasive copy. Not a "do you want it or don't you want it." Give your customers a choice.
no matter how boring. 1961 Rosser Reeves. they want to experience new characters. 1960 Doyle Dane Bernbach’s “creative team” blends copywriting with art design (not normally common in the industry) and comes up with its “think small” campaign for Volkswagen. Koenig and Lois is launched and in 1962 becomes the first agency to go public. advertising agency. It is another seething attack on the advertising industry. they want to read about mystery and romance and anything different. Perhaps that's why he took a lot of his characters from history and folklore. somebody must keep on making them." He showed the world a new technique for which made him famous.As well as the Marlboro Man he is famous for 'The Jolly Green Giant' 'The Pillsbury Doughboy' 'Tony the Tiger' and many more. A concept still going today. He knew what triggered his prospects' minds. Reeves describes his USP as having 3 parts: 1. Burnett believed that people are attracted to stories. Kennedy's "Salesmanship-in-Print." In this book he revealed a revolutionary new concept. 1957 Vance Packard’s “The Hidden Persuaders” becomes a best seller. each ad must make a proposition . chairman of Ted Bates and Co." Leo Burnett "invented" a marketing concept known as "inherent drama". published his book: "Reality of Advertising. He called it: "The Unique Selling Proposition" or USP."Buy this product and you'll get these benefits" © 2004 Presslink Publishing 54 . Somebody must keep on buying them. had an inherent quality. and it was this "inherent drama" that makes the product stand out. 1960 Rupert. Almost as revolutionary as John E. He reckoned that every product or service. He was quoted as saying: "Make it simple Make it memorable Make it inviting to look at Make it fun to read.
6. Maybe you can think of other "unique" selling points to add to this list. He had never thought of looking on his own farm. 5. the proposition must be unique . only to discover years later when he was penniless and broken-spirited after wasting his life in this futile quest. 3. 2. The main point being is that you. or will not offer. These other ‘gold mines on distant hills’ look tempting. 3. that his farm he had sold contained a huge diamond field. offer this. the proposition must sell . Time out Use this checklist to help you create your own USP: Your product. Basically. payment. but usually result in you making the same mistake as the farmer in the “Acres of Diamonds” story. has that makes it stand out against any competition. Your USP needs to make it easier for your prospects to remember your advertising .it must be something prospects really want. or service. must: 1. or price have a unique guarantee be in a unique niche have a unique celebrity as a testimonial be in a unique location You only need one of the above. Time out Here’s what Ted Nicholas extols on the subject of USP: One of the benefits to you of having an excellent USP is that you will avoid distracting side-markets.because they only have to remember your one. cannot.2. strong claim. The farmer sold his farm to go looking for diamonds in Africa.something that your competitors do not. 4. or service. your USP should clearly explain in simple language a single quality that your product. have a unique benefit have a unique discount. and only you. © 2004 Presslink Publishing 55 . it pulls them over to your product.
However. This is why gurus can charge $3. otherwise you relegate yourself to the mass of near-identical businesses all scrambling for the same tiny piece of the pie. if you strive for a perceived value of ten times the price of your product. (From “The Golden Mailbox”) 1963 Clyde Bedell. it is all too easy for competitors to lower their prices and thus destroy your USP – being the cheapest is not a marketing strategy. the cost of the seminar is cheap. probably more like $300. You cannot hope to be a successful marketer without having a USP. it is merely a recipe for going bust. Having defined your niche allows you to milk it effectively. So before you launch your business you will need to spend some time thinking up a USP that sizzles. but a strong USP is more so. Everybody likes to feel they are getting value for money. nobody likes to be ripped off or even to feel dissatisfied.000 for a 4 day seminar.000! To the seminar participants then. Secondly.000. imagine how enticing a product sold at $500 will be to a consumer who perceives its value to him/her as being $5. people associate ‘cheap’ with ‘poor quality’ – something you do not want connected with either your products or your business. A keen price is important. if you can possibly avoid it. Looked at it from this angle then. Although customers are price sensitive. having your USP as “the cheapest” is ill advised for two reasons. then the consumer will think they are getting a bargain and happy customers will purchase from you again and again.Another primary benefit to you for defining a USP is that it will keep you focused on your niche. think about what is unique about your product and how this can most benefit your customers. To help you. An important point to remember when phrasing your USP is not to sell on price only. the attendees know that the information they will gain during those 4 days will raise their capital by at least $30." Bedell established 6 fundamental principles that he taught to his students. Firstly. Perhaps the safest formula for creating a golden USP is one that demonstrates value. due to popular demand wrote: "How to Convert White Space Into Advertising That Sells. These were: © 2004 Presslink Publishing 56 . you will have the hassle of refunds and they certainly won’t buy from you again.000.
Bedells principles are laid out in some detail in his books. Benson and Mather merge with London based Mather and Crowther to form Ogilvy and Mather. Prospects will read any amount of copy Your prospects will read long copy. Ted Nicholas is also an advocator of this. If you're part of a team. 3. 6. 2. © 2004 Presslink Publishing 57 . He reckons a 4 page letter out-pulls and 2 page. and so on. But it needs to be part of any budget. All Good selling is serving Don't follow the rule of most big companies who try to make their ads clever or fancy.” 5. 1964 Ogilvy. the content must be on point. Mary Wells becomes the first woman to be a director of a ad agency. it can only be too boring. 1965 Rosser Reeves resigns from Ted Bates at the age of 55 1966 Wells. and a 8 page letter out-pulls a 4 page. tell them. Ted says: “It can never be too long.1. Reid and Green founded. Of course. providing it is both interesting and serves their self-interest. Plan for consistent profitable advertising Keep advertising. This is especially true during hard times. People only buy to get benefits Human psychology is such that people will only buy if they can see 'what's in it for them. you all need to be singing from the same song sheet. Management must support and enforce these ideas. and a 16 page letter out-pulls a 8 page.' So. Give people facts to enable them to make a decision 4. Benefits must be supported by product facts Once people have bought by emotion they then need to rationalise that purchase by logic.
BBDO and Doyle Dane and Bernbach merge to create Omnicom Group and become the biggest agency in the world.1970 Saatchi and Saatchi established in London 1986 Needham Harper. 1987 Martin Sorrel’s WPP buys JWT in the very first hostile takeover 1988 WPP buys Ogilvy Group 1993 The Internet becomes commercially available and 5m users scramble to get online 1995 Saatchi and Saatchi is renamed Cordiant 1997 WPP merges JWT and O&M to form The Alliance to become the largest US media group with billings of $2 billion 1999 Advertising on the Internet reaches $2 billion 2003 An estimated $5 billion is spent on the Internet in advertising © 2004 Presslink Publishing 58 .
He has published. and been responsible for publishing. Of course. your niche could be the equivalent of a seam of gold in a gold mine. This will be your niche and can be in anything from gardening and sports equipment to books and software. Don’t make the mistake of trying to sell to everybody. specialized market that nobody else has got. Yet that is what people often do with their niche © 2004 Presslink Publishing 59 . you need to narrow your market down to a particular niche. Think how huge the Coca-Cola market is and yet even they don’t sell to everybody – by a long way. hundreds of books and publications. And Ted’s Publish a Book and Sell a Million Copies is full of great copywriting that alone is worthy of study. He is a selfmade millionaire and says: “The Secret to becoming a millionaire is simply using the right words. Of his own works: Magic Words That Bring You Riches and The Golden Mailbox are well-known. Here’s an extract from “The Golden Mailbox” Work Your Niche A niche is a specific. Properly worked. so long as people want to buy it. because not everybody will want to buy no matter how great your product. you could always write that book. He has probably made more in Direct Mail than anyone else. You’re looking for a market that is either untapped (virgin) or not fully exploited. He has been responsible for generating over $4 billion worth of business. Now that you know the kind of people worth targeting.” Ted has opened and operated and sold 21 profitable businesses. Now if you had this seam of gleaming gold. you can’t.Chapter Nine Today’s Direct Mail and Copywriting Geniuses Ted Nicholas Ted Nicholas is a living legend. would you pick away at it only for long enough to extract a few flakes of gold before deciding that you’d had enough and search for another gold mine? No! Great wealth is staring you in the face! You’d get every last scrap of gold that you possibly could from that seam before you even thought about looking elsewhere.
Batman is setting himself up as the acknowledged expert on…how to drink water. He himself was convinced that a lot of ill health is caused by people not drinking enough water. True. his audio and video tapes and any follow-on books. video tapes. Batman reckons we don’t drink enough water and he would like us all to drink some more. Hot Niche #1 A few years back at a seminar in Bermuda given by Ted Nicholas there was a guy there glorying in the name of Dr. audio tapes.’ Through this book. this man had amassed a lot of money from the sale of his books. He’s probably right. But from this simple message he could clear $10 million if he gets his act together! And you hardly need to be a genius to come up with something like that – it’s the kind of thing that anybody could think up. They then stand amazed when a competitor comes along and makes a fortune from their abandoned gold mine. God help us! Yet why not? His passion and belief in what he is doing caused him to write a book on the subject with a strong enough message to convince people that his claims were valid. Our next couple of examples will give you an idea of how simple your niche can be and how the most unlikely things can be extremely profitable for you. you will be throwing money away. Dr. Don’t dilute your efforts by dabbling in other niches. Batman. His marketing angle is superb – notice how clever his title is: ‘Your Body’s Many Cries for Water’ is far more intriguing than: © 2004 Presslink Publishing 60 . and instead of doing nothing about it. The good doctor’s book is called ‘Your Body’s Many Cries for Water. Dr.” That was it. they work it to a shallow depth before they give up and try and find another niche to make money on. he took action and is now a very rich man and may have improved the health of his readers in the process. The trick is to find your niche – work it to its full depth and to concentrate your efforts only on this one rich seam. thanks to his excellent marketing strategies.(seam of gold). What was this outstanding new message requiring hours of tape and hundreds of thousands of words to explain? It is simply this: “Drink More Water. and seminars. nothing more complex.
Batman has made his fortune because he is working his niche. As in the previous example the title was catchy and so few women could resist picking it up to have a flick through. On the back of the book there were the usual quotes from newspapers etc.” You pick up the book and inside there are…blank pages. Hot Niche #2 This second example demonstrates how anybody can come up with a lucrative niche. the cost of translating this book into © 2004 Presslink Publishing 61 . instead of selling her book in bookshops. many women would even buy extra copies to give to their friends. we’re sure you can too.” and “For the first time ever this book exposes the shocking truth of the extent of men’s knowledge of women. rather than lost amongst then thousand other titles in a bookshop. A woman in the States wrote a book called “Everything Men Know About Women. Her second clever marketing ploy was the product itself. She can also work her niche to perfection with this one title.” This was a clever idea because of the two ways that she marketed it. In other words. This ensured her book was a unique product in the place where it was sold. but the latter title is boring! Dr. What sort of person would you have to be to think up such an original idea as this? A Harvard graduate? Hardly. the woman who thought up this idea was a secretary before she decided to make some real money. Ha. by writing a book on healthy hair or strong fingernails. saying things like: “At last a book that reveals everything that men know about women. After paying a small percentage to the outlets in which she sold her million copies. as thanks to the blank pages. he has not diluted his efforts by abandoning his goldmine and going off wandering the hills in search of another niche.95 and people will happily pay this amount of money for a joke. she was still making about $2 on each book. she sold it in lingerie and clothes shops – a pile of them would be on display at the counter – where women would easily spot them when they went to pay for their goods. so if she can come up with a multi-million dollar idea. The cost to produce such a book would be about 30c bulk rate as there is no printing involved (except for the cover) and therefore no collation of the pages required. Get it? Men know nothing about women. ha…but… The book was priced at $2. ha. no more talented or intelligent than you are for sure.’ which is basically the same message.‘Why Drinking More Water May Improve Your Health. Firstly.
You can learn more of Ted Nicholas by reading the first Lesson of his Joint Venture course. The Golden Mailbox. © 2004 Presslink Publishing 62 . see the section on Unique Selling Propositions later on in this lesson. He has spent the last quarter century helping people increase sales. and increase profits. He has been mentioned in Forbes Magazine. However.com His most famous book is title: Getting Everything You Can Out of All You’ve Got. How can you ensure that your niche will be profitable? The golden rule of a profitable niche is to not have it too specialized. He has advised more than 10. it needs to appeal to a big enough audience. narrowing down to one particular type of tropical fish only. You can view these at his site on: http://www. USA Today.000 clients worldwide in just about any industry and business category. would confine your niche and restrict the number of people who would be interested. New York Times. He is recognized as America’s #1 marketing wizard.foreign languages would be tiny! She could therefore sell it in nearly every country in the world. Your key to a fortune is to find a good niche market.abraham. many others. having your niche in tropical fish would probably be fine. She would be searching for another seam of gold before she had effectively mined the one she already had. that’s somebody else’s niche. so long as you researched your market first to ensure there are plenty of other eager tropical fish fanciers out there. Washington Post. Jay Abraham Jay Abraham is the founder and CEO of Abraham Group based in California. Entrepreneur magazine. She would not be working her niche though if she were to also sell lingerie or books on water. and work it to death! To help you discover and define your niche. For example. Jay has written many books and courses. and many.
com Dan’s site is a membership site and you can upgrade to Gold membership at any times. He operates also a Platinum membership which is exclusive. video production. advertising.” He is reputed to be earning as much as $250. copywriting. and The Wall Street journal.000 plus per month turnover. consulting.000 in a single month as an advisor to those direct marketing. Dan Kennedy has a busy schedule of seminar speaking. He earns a very nice income from royalties alone. You can find his website here: http://www.dankennedy.ever. Kennedy is probably responsible for many of the full-page ads you will undoubtedly see in magazines such as USA Today. He was convinced that selling family coat-of-arms by direct mail would be a big hit. But…. but what is cheap when everyone benefits from his wisdom. But he had an idea. His clients range from individual entrepreneurs to large corporations. His: The Ultimate Sales Letter and The Ultimate Marketing Plan are available on Amazon. And one of his more notable success stories involves the Guthy-Renker Corporation which is famous for its celebrity infomercials. and generally advising on improving profits.000 for one day and nearly $1. Gary Halbert Gary Halbert is today recognised as one of the best copywriters . countless trade magazines. Entrepreneur Magazine noted that he has “at least 101 money-making ideas for any business owner.Dan Kennedy Dan Kennedy is known as a “millionaire-maker”. Guthy-Renker now enjoys a $200 million a year turnover and a lot of that is directly due to Dan Kennedy. writing. He has helped turn round husband-and-wife teams with mountains of debt to having a business with 200. and producing infomercials all of which do not come cheap. It was a gamble.000 per hour. Airlines mags. © 2004 Presslink Publishing 63 . His consultancy services cost around $6. Back in the 1960s he was stony broke.
and the ad was even used in France to teach English to students. Phew! What made it so successful was that he personalized every single letter and mailed it to many millions of households in America.000 per day.000 customers and his turnover reached a phenomenal $45 million in just the first year. to write for magazines. what would it be?” Most people would answer that they want the best location or the lowest price. Gary still turns out direct mail but gives most of his profits to charity. was asked to star in a movie. Gary Halbert’s personal style was flamboyant to say the least.” Or. He was responsible for raising $1 million for the Red Cross Disaster Fund in 1992 Gary is famous for this phrase: “If you were to open a hamburger stand and could choose one key to maximise your success.thegaryhalbertletter.300. TV. a TV Series.com © 2004 Presslink Publishing 64 . At one point he had to employ 40 people just to bank the checks that were coming in at a rate of 20. it read: “Are you more than just a pretty face?” Generous. Creative Businessman Wants to Find a Hot. Sexy Woman With a Good Sense of Humor And what happened next? Halbert was featured on radio.With one single sales letter he gathered 7. a book. Gary used to charge $197 per year to subscribe to his newsletter. sell something that people really want. This sort of success made him a legend in the industry and he went on to grow Halberts. a mail order company. But Halbert maintained that the key to success is to place the hamburger stand next to a “starving crowd. His copywriting skills led him to write many letters on all subjects from sex manuals to stock trading to skin care. but you can get it for free. right here: http://www. He placed a fullpage ad in a Californian weekly for dating.
tips and tricks to help you succeed. Eliminates Hooks and Slices…” “The Astonishing Sex Secrets of the Most Satisfied…Most Knowledgeable…And Most Respected Lovers in The World” “Mysterious Arizona ‘Human Computer’ Humiliates Wall Street ‘Experts’ for 21st. His copywriting course: “Kick-Ass Copywriting Secrets of a Marketing Rebel” is a no-nonsense resource of proven hints. He has been responsible for selling millions of dollars worth of product on just about every conceivable product. Muscle and Fitness and many others.John Carlton John Carlton is one of the world’s highest paid copywriters. It is highly likely that you will have come across some of his work in magazines such as Penthouse.com © 2004 Presslink Publishing 65 . His copywriting is used by many as a guide to improve their own works. All other top writers seek the wisdom of John Carlton.until recently. and your life…even if you flunked English!” You can get free access to John’s newsletters’ back issues at: http://www. your wealth. He has been a friend of Gary Halbert’s for many years and worked with both Jay Abraham and Dan Kennedy. Examples of his famous headlines include: “Amazing Secret Discovered by One-Legged Golfer Adds 50 Yards to Your Drives. Consecutive Year” John Carlton has not been much in the public light…. In John’s own words: “An ‘insider’ shortcut guide to creating sensational ads that will supercharge your business.marketingrebelrant. Men’s Health. Men’s Journal.
Perry Marshall. He first worked with Mark Andressen of Mosaic (now Netscape) fame. Yanik Silver. “I know that there is a lot of interest in e-marketing. I'm not easy on vendors and I don't recommend experts. © 2004 Presslink Publishing 66 . Alex Mandossian. “As people who know me well can tell you. John Reese. Here’s what Dan Kennedy says: "Ken's been a regular speaker at my marketing conferences since 1993 and Amacord's been managing our web site since 1995. and others. I have bought materials from. met with and checked out over 30 different "Internet Marketing Gurus" over the past year or so . System seminar faculty members include: Jim Maddox.and have had very lucrative offers made to me to endorse or partner with them. “I'm sticking with Ken. no nonsense advice in a field that is overrun with hype and false promises. If you are interested in e-marketing straight talk. My highest recommendation. Many are called. “I've been so impressed with Ken's mastery of marketing that I've included examples of his ad writing in my books and courses. Ken has never been far from the cutting edge of the Internet in all of the past 10+ years and his marketing skills are well-known." Ken now puts back something of everything that he’s learnt about the Internet. he's the guy you want to talk to. Ken has been a true pioneer of the Internet. few make the cut. His “System” seminars are “must attend” events. He puts together high calibre speakers and delivers the latest in Internet marketing techniques. Fewer still are invited back again and again. Jon Keel. His involvement in the Internet business dates back to 1993 and he has consistently given his clients (including me and dozens of my clients who I've recommended to him) straight. and speakers lightly. talked with. service providers.Chapter Ten The Internet Age Ken McCarthy Since its inception in 1993. He organized and sponsored the very first conference on the subject of the commercial potential of the World Wide Web.
that’s not a misprint. You can get it by visiting: http://www. He is also a faculty member of Ken McCarthy’s System seminars. He has mentored and helped thousands of netpreneurs since then. His latest success being his Ask Campaigns. and other events. California and is a regular speaker at his own. His speciality is in traffic conversion where he has succeeded in improving profits for many online entrepreneurs. Players club International. His flamboyant style keeps audiences on their toes. By 1999 Robert founded Ultimate Wealth Inc. By 1992 he was perhaps the very first person to be known as a professional online marketer.Robert Imbriale Robert has been marketing on the Internet since 1989. He is based in San Diego. No. Robert was a true pioneer long before the World Wide Web reared its head. Other works include Cash Like Clockwork and Gimme My Money Now. Alex has a physical product that helps to market off-line called: Market with Postcards. Alex’s background is specialized marketing. Alex switched to marketing on the internet a couple of years ago and became a huge success. He is famous for his ebook The Amazing Formula which claims to make marketing on the internet easy in a step-by-step approach. © 2004 Presslink Publishing 67 . RONCO Food Dehydrator. and others. Alex Mandossian Alex is a world class copywriter turned internet guru. He has worked in developing infomercials for TV including big successes like Thighmaster. Marlon believes so much in the power of testimonials he has collected over 100 pages of testimonials for his ‘Amazing Formula’ course.guerillawebselling. Robert has a very successful home-study Internet marketing course to which we are proud to be the exclusive reseller for.com Marlon Sanders Marlon is a contemporary internet marketer extraordinaire.
courses. and the like. but what he does know is how to market a product. And here’s something else – Yanik doesn’t just read a book – he studies them. Yanik’s background was in medical sales. Yanik prides himself on knowing very little about computers. Furthermore. Yanik said that he read at least 3 hours a day: “…so I guess it must have worked. he will read that book not once. In the short time that Yanik has been marketing on the Internet. He leaves that to the “Geeks”. It wasn’t until 2000 that he got started marketing on the Internet. write html. recommended that he read all about marketing and related topics at least one hour per day. I remember him saying that his mentor. A lot of what Yanik has read is the works of the old masters.Yanik Silver Now here’s a success story if ever there were one. Yanik has been a prolific writer of ebooks. He understands human psychology and what makes people buy. And he has learnt this technique by reading and continuing to read the right materials. or even three times – he may read it six or seven times. His first venture was Instant Sales Letters which turned into a huge success almost immediately it was up for grabs.” What better testimonial could you have than an internet master tell you how he gained his knowledge. and physical products. Since then. Dan Kennedy. Yanik has produced: Instant Internet Profits Web Copy Secrets 33Days to Online Profits Autoresponder Magic Magnetic Marketing Advanced Copywriting Seminar-in-a-Box Internet Marketing Lab Videos Mind Motivators MillionDollarEmails Yanik is a sought after speaker for many seminars and is a faculty member of Ken McCarthy’s System Seminars. Yanik writes copy that is irresistible to the reader. Some by himself – some as joint ventures. How to build a website. or twice. © 2004 Presslink Publishing 68 . if the book is a classic.
Jim Edwards Jim writes TheNetReporter. He is the author and co-author of several successful e-books and info-products. I gotta tell you to subscribe to his newsletters. He also publishes a free ezine. He’s a fun guy and that “boyish” laugh and original humor come out loud and clear in all of his work. And his: “I gotta tell you” newsletter is a required resource. © 2004 Presslink Publishing 69 . Including: Selling Your Home Alone Turning Words intoTraffic EBook Secrets Exposed 33 Days to Online Profits co-authored with Yanik Silver 7 Day e-Book co-authored with Joe Vitale The Lazy Man’s Guide to Online Riches The Internet needs more characters like Jim.com a syndicated newspaper column helping “nontechnical” people use the Internet.
” And many others not mentioned. What a collection of genius. The last 100 years have indeed proved to be an advertising whirlwind. And it is this: they have all studied human psychology. get your hands on these masterpieces. First it was John E. All the top marketers. Because to succeed in Direct Mail and the Internet you need to be able to write good copy. short space of time. Haldeman Julius. There is a common denominator with all of these guys. David Ogilvy. Advertising has gone from humble beginnings in 1904 with its first real definition and understanding. John Collier. know how to sell because they know just what makes people buy. every single one of them. What progress.lostsecretsofmarketinglegends. followed by Claude Hopkins with his scientific approach. And to be able to write good copy you need to understand what makes people buy. the psychological triggers. king of Direct Mail and Ken McCarthy the original pioneer of the Internet. long way in a short. The hot buttons. Study them. Kennedy with his definition . and more recently Ted Nicholas. understand them. to this phenomenon called the Internet. Elmer Wheeler. and you will do extraordinarily well. Somehow. the mind motivators. And the many others mentioned on the “tour. These classics are your toolbox. The document is now available FREE at: http://www. Call them what you like. This document contains as large a collection of advertising and marketing classics as you are likely to see anywhere else.com © 2004 Presslink Publishing 70 . then we had the likes of Walter Dill Scott.Conclusion Mankind has come a long. The resources within this document lead you to these “secrets”. And in every decade of the last century something creative has reared its head. past and present.
© 2004 Presslink Publishing 71 . And in 1892 the company changed its name to “Wears. Roebuck and Co. If you can ever get hold of one of the older Sears catalogs it is well worth studying. W. And the company still operates today. Sears Watch Company. He sold the watches quickly and cheaply and thus became – the world’s first long distance direct marketer. One day. a shipment of watches arrived at the station where he worked and a local jeweller refused to take them. By 1894 the Sears Catalog had grown to 500 pages of direct response copy.Roebuck.Rogues Gallery Pen Pictures of Some of the Greatest Admen of All Time Richard Warren Sears In 1886 Richard Sears worked as a train station agent in Minnesota. So they just sat there until Sears offered the watches to other agents down the line using telegraph. In side of a year Sears resigned his job at the railroad and started his own company R. all written by Sears himself.” and started selling items by mail order other than just watches. Shortly after he moved to Chicago and hired a watchmaker Alvah C.
© 2004 Presslink Publishing 72 . the Galveston Free Press. Little did he know that he would remain there for 44 years and never return to Texas. always hired someone.Albert Lasker Born in 1880 in Freiburg. Lasker father didn’t want Albert to pursue a career in journalism. Germany. by the age of 24. At L&T. Lasker began as a lowly office clerk. And that was the reason why Lasker stayed – to pay off his gambling debt. So to please his father he moved to Chicago in 1898 but only intended being there a few weeks. Lasker soon progressed within the company. But he never wrote copy. he’d rather young Albert join Lord and Thomas advertising agency in Chicago. He first tried his hand as a salesman. Thomas of L&T to lend him the money. And when he was at high school he became a reporter for the Galveston Morning News. The family moved to Galveston.000 a year and by 1904 he had got married. Texas. All this. He couldn’t tell his father of this so approached Mr. By 1902 he was earning $10. Lord retired. Never interested in schooling and at the age of 12 he launched his own 4 page weekly newspaper. increased his salary five fold and bought a quarter share in L&T when Mr. He enjoyed the big city life and got into bad company and lost $500 in a crap game.
and many others. Lasker and another co-director Mr. by chance. and American Tobacco’s Lucky Strike cigarettes. Lasker bought out Mr. The two could no longer work together and Hopkins left in 1924 to start his own copywriting service. Thomas died. But soon.He was a great believer in the power of advertising but cold never find a good definition for it. In 1912. It all finally came to an end in 1943 when his son didn’t want to work in the business. By 1925 he got “tired” of that sold his interest to William Wrigley. Erwin and thus became sole owner of the world’s biggest ad agency. While Lasker was away from L&T it had slipped from prominence and his relationship with Hopkins deteriorated. He engaged in politics for a short while and bought a large stake in Chicago Cubs baseball team. He hired a then young. Total billings for this year were $6 million compared to $800. And Lasker and Hopkins worked well together for 18 years and developed many successful campaigns such as Van Camp. Then he met John E. Kennedy. Quaker Oats. Lasker was to lose two friends. Ironically. Lasker became know as the Founder of Modern Advertising by his peers. and was a huge success. Hopkins had set up an art department to which Lasker objected. in 1904 and got his answer. Come 1926. Erwin then ran the company. it was cancer that killed him in 1952. Lasker then proceeded to get L&T back on top with accounts from Kimberley Clark. Lasker became discontented and left the day to day running of L&T to Hopkins in order to pursue other interests.000 in 1898. Claude Hopkins was hired in 1908 as a replacement for Kennedy. Palmolive. Pepsodent. Lasker entered into a new medium – Radio. Sunkist. He liquidated his stock for $10 million and three of his men bought in and renamed the company Foote. the chewing gum manufacturer. He re-married Mary Woodward Reinhardt and founded the Lasker Foundation. particularly cancer. Bob Hope. Goodyear. Cone and Belding. © 2004 Presslink Publishing 73 . He applied his Salesmanship-in-Print philosophy to his radio advertising. an organisation giving grants for medical research. Kennedy left to work for himself and Mr.
and Dr. Kennedy 1864 Born in Canada.” But Kennedy got the credit for putting it all into perspective. in Boston. 1904 Met Albert Lasker and made the now famous statement: “Advertising is Salesmanship-in-Print. Post Grape Nuts Postum Coffee. Became business manager for a Montreal newspaper then wrote ads for The Regal Shoe Co. Joined the Canadian mounted police force. Charles Austin Bates wrote in his ad column for Printer’s Ink that “advertisements are printed salesmen.” But. Kennedy was not the first to coin the phrase. Shoop’s Family Medicine Co. 1890 Started his career as an ad manager at the Hudson’s Bay Department Store in Winnipeg. © 2004 Presslink Publishing 74 .John E.
He influenced other famous copywriters. Lasker set up a copywriting training school and persuaded Mr. Over the next two years.” © 2004 Presslink Publishing 75 . Claude Hopkins and Rosser Reeves who described him as: “the first great advertising theorist. Kennedy worked closely with Lasker and taught him how to write “ReasonWhy” copy.” 1928 Kennedy died at the age of 64 in Michigan. Kennedy also wrote copy for a Baltimore Department Store and sold real estate in Los Angeles. Thomas to stump up $2. in New York. 1914 Kennedy was paid $25. 1911 Kennedy returned to Lord and Thomas as a freelance copywriter. notably. Kennedy’s ad career was short but his contribution to advertising was immense.” With Kennedy’s help. Lasker got Kennedy to write these principles down and the result was a collection of 12 articles on 39 pages of typescript which he called “The Book of Advertising Tests.000 to build 9 offices for his new copywriters.000 for writing a report for a group of publishers on what could be done to improve advertising. He reckoned that the average person should be talked to with a “shrewd but pursuable openness to appeals made by sensible argument. The result was Kennedy’s second book: “Intensive Advertising.” The principles of Salesmanship-in-Print spread throughout the advertising world.Kennedy explained that print ads should be the same as a salesman when he is face-to-face with a prospect. 1907 Kennedy left Lord and Thomas to become a principal of EtheridgeKennedy Co.
Wrote Scientific Advertising which was first published by Lord and Thomas. then for Swift and Co. before replacing John E. And stayed with them for 18 years.Claude C. and finally for Dr. 1927 Wrote his second book. (it was later republished by Alfred Politz 30 years later). Shoop’s Family Medicine Co. Kennedy at Lord and Thomas in 1907 1907 Joined Lord and Thomas at the age of 41. 1932 died © 2004 Presslink Publishing 76 . Hopkins 1865 Born Worked as a carpet sweeper salesman for Bissell. an autobiography: “My Life in Advertising” which was first serialized in Advertising and Selling Magazine.
and you have a fight. Some of his work may seem to be out-dated today but the principles remain.1946 Advertising and Selling reprinted his autobiography with a forward by Walter Weir. who had this to say: “There are few pages in ‘My Life in Advertising’ which do not repay careful study – and which do not merit reading. form 95 percent of our customers. my sentences short. a successful advertising life is lived – with all that went to make it successful. to study housewives who must count their pennies. It is not a book. But I do know the common people. Give me something which they want and I will strike the responsive chord. He also believed in Kennedy’s “Reason Why Copy”. or Steinway pianos. Short. To help him trace his results he incorporated coupons. Offer to take a chance on him. in advertising. this excerpt is taken from the first chapter of his autobiography: “ I am sure I would fail if I tried to advertise the Rolls Royce. to gain the confidence and learn the ambitions of poor boys and girls. Scholars may ridicule my style. and right on point. Tiffany & Co. Coupons allowed him to record results and get feedback on how to improve them. He also invented the money-back guarantee and was quoted as saying: “Ask a person to take a chance on you. The lessons taught are taught exactly as they were learned." Hopkins was an advertising pioneer. simple. I do not know the reactions of the rich. I love to talk to laboring men. For example. staccato sentences.” He believed in Kennedy’s “Advertising is Salesmanship-in-Print” and as such it should be measured to justify the results. They will feel that the writer knows them. it is an experience – and experience has always been the great teacher. Before your eyes.” © 2004 Presslink Publishing 77 .a. My words will be simple. The rich and vain may laugh at the factors which I feature. And they. They are dashed up dripping with life. But in millions of humble homes the common people will read and buy.000 p. and the way is easy. His style was to write short. He was cautious enough to work on “fixed principles and done according to fundamentals.” Hopkins was an outstanding copywriter and earned an amazing $100.
at McCormick Theological Seminary 1900 Obtained a Ph. 1898 Obtained B. Illinois 1888 Attended Illinois State University . And it was Coe who encouraged Scott to pursue Psychology.B. 1903 Scott wrote his first book: The Theory of Advertising 1905 Scott returned to North Eastern and became an associate professor 1908 Scott graduated to full professor 1908 Scott wrote his second book which is now regarded as a classic in the field of human psychology. The book was titled: The Psychology of Advertising.D at the University of Leipzig 1901 Scott was one of the first to apply psychology to advertising – what made people react the way they did as customers.D. Professor Scott applied his techniques to personal management.Walter Dill Scott 1869 Born in Cooksville. 1955 Died © 2004 Presslink Publishing 78 . 1895 Obtained an A. which was a relatively new field at that time. Coe. business efficiency and also to public speaking. As well as applying psychology to advertising. degree at North Eastern where he was influenced by Professor George A.
now known as the Advertising Council. 1912 Joined J. near Cincinnati. for 52 years. Walter Thompson. And never returned to school. and remained there.” 1939 Became one of the founders of the War Advertising Council. on and off. he was the principal man at JWT. At the time.James Webb Young 1886 Born in Covington. women were outraged at this sensitive subject but Webb Young was proved right as sales for Odorono increased over 100%. 1917 Ran the new Western Division of JWT after a spell in New York. And John Crichton had this to say about Webb Young’s book: “It contains the wit and wisdom of a man who has plenty of both. Kentucky 1898 Went to work at 12 years old. With the exception of Stanley and Helen Resor. 1919 Wrote his famous controversial ad for Odorono with the headline: “Within the Curve of a Woman’s Arm”. by invitation. and the shrewd observations of a man who has been interested all of his life in people and why they buy. © 2004 Presslink Publishing 79 . 1931 Delivered lectures at Chicago University and based his book: “How to Become an Advertising Man” on those lectures. 1928 Sent to Europe and opened up 5 new offices. 1929 Had enough of advertising and “retired” becomes consultant and Director of JWT.
The mailorder man knows nothing so potent for this purpose as the testimonial. “A Technique for Producing Ideas”. And in order to find this out he conducted intensive marketing experiments. Emmanuel Haldeman Julius Haldeman Julius was not a copywriter or an ad man like most of our profiles.000 different titles from authors as diverse as Shakespeare to books on self-help. Because to do otherwise would have been very expensive. He sold his books in minimum quantities of 20 at a price of 5 cents apiece. yet the general advertiser seldom uses it. © 2004 Presslink Publishing 80 . His Little Blue Books totalled about 2.” 1964 Finally retired from JWT 1973 Died at his apple ranch in New Mexico. And he never wrote a word of copy.1940 Webb Young was a man of many talents and produced another book. He later complied these into a book: “The diary of an Ad Man. Every one of his campaigns he experimented with headlines and titles until he found what worked and what didn’t work. He wanted to more than sell his “Little Blue Books” he wanted to find out what Americans really wanted to buy. “Every type of advertiser has the same problem: to be believed. But he was an extraordinary marketing man.” Written by James Webb Young. He advertised his books in publications such as Colliers an Saturday’s Evening Post by title alone. 1942 One of Webb Young’s greatest contributions to the advertising world was his diary entries that he published each week over the course of 19 months.
he had a profound impact on the world of advertising. he did publish a book of his own whereby he complied all his findings into a book called: The First Hundred Million. It could be that today’s top marketers want to keep him a secret because his work was so good. like most marketers. “The Things You Should Know About…”. All merchandise was hard to sell! © 2004 Presslink Publishing 81 . “The Truth About…”. and romance. Then it would be re-marketed.” With Haldeman’s testing he discovered that certain titles always worked well. So Wheeler set about doing his analysis and soon came to the conclusion that it was the sales people on the shop floor that were not saying the right words. Sell the Sizzle. Self-improvement. These were: • • • • Love. America was experiencing the effects of a Wall Street crash and the Great Depression which followed.000 in a year he placed it in a corner of his office called “The Hospital” where a new title was given to that book. Elmer Wheeler Elmer wheeler is the least known of all past marketers yet.You see. Haldeman Julius also discovered that buyers wanted books in four main categories. to persuade the customers to buy. If it still failed to sell. Entertainment Although Haldeman Julius was not a writer as such.” That’s not a modern saying .it was first coined by Wheeler back in the 1930s. prepared presentations for retailers but he was never successful because managers of stores relayed to him that people entered their stores but seldom did anybody buy anything. For example. “. Free Thought and Skepticism. “A Little Secrets About…. Have you heard the phrase: “Don’t Sell the Steak. he listed all his titles. Wheeler in the beginning of his career. And all the buyer had to do was tick the ones that he wanted. then the book was taken out of the list and placed in “The Morgue. titles beginning with: “How to…”. We also need to remember that during Wheeler’s time. and many others. If his titles didn’t sell 10. Haldeman Julius had a system. when Haldmeman advertised.
From the age of 18 he sold books and life insurance.000 phrases on over 19 million people. One sentence that helped sell premium priced sardines. was also a prolific writer. They tested over 105. All the top marketers have this one! Clyde Bedell 1899 Born in Iowa From the age of 12 he worked in retail stores both before and after school. A simple sentence used by garages that sold motor oil by the gallon. For example: • • • • A simple phrase that sold hundreds of shoe insoles. His first book was published in 1937 and titled: “Tested Sentences That Sell” A true classic that should be on everyone’s bookshelf. would be prohibitively expensive). He liked © 2004 Presslink Publishing 82 . many others that worked to move hard-to-sell products.It was at this time that Wheeler set up his “Word Laboratories. Elmer Wheeler. Such a feat could not be replicated today (or if it were. and his team. surprisingly. Wheeler found that the slightest change of a word in a phrase could make all the difference. spent 10 years in researching just what words and phrases worked and what didn’t. And there were many. Three words that sold millions of square clothes pegs.” He.
travelling, writing and teaching. Something he did for the rest of his life. In his first advertising agency job he raised $50,000 from the nations osteopaths by mail. 1921 Sold to the Curtis Publishing Company a series of half-pages in the Saturday Evening Post on the subject of therapeutics. Handled half of Californians Inc. large account At Butlers Brothers, the world’s largest wholesalers, he sold general merchandise by direct mail. He handled about $2 million worth of advertising selling per annum. 1930 Wrote his first book: The Seven Keys to Retail Profit. Sales of the book broke all records. And preached what he believed in: “All good selling is serving.” Working for N. W. Ayer, he sold Ford Motor Company the only national sales training program they had used. This enabled Ford to beat Chevrolet in sales for many years. He was a master at finding out how to reduce costs. He continually perfected procedures for eliminating waste and improving responses. 1940 Wrote his second book: “How to Write Advertising That Sells” was born out of frustration at not being able to find a suitable book on the subject of persuasive copy. He was lecturing at the North Western University at the time. 1963 Bedell’s advertising techniques were so successful that he was begged to write down all his secrets into an easy-to-use course: “How to Convert White Space into Advertising”. In this, Bedell revealed six “foundation truths” that he believed made his marketing successful: 1. 2. 3. 4. 5. 6. All good selling is serving People only buy to get the benefits Benefits must be supported by product features People will read any amount of copy To consistently succeed – you must plan Top management must understand and support you
1964 He co-founded BASIC (Bedell Advertising Selling Improvement Corporation) with his son Barrie. 1971 Retired 1986 Died
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Jay Abraham had this to say about Clyde Bedell: “Clyde Bedell uncovered universal principles about selling, advertising, influence and persuasion none of my mentors even understood. I wish I’d had Clyde as my mentor then…I know I’d have earned ten million dollars more just by applying things with his fresh, new slant.”
1890 Born in Kovna, Russia He did not like his early days at school and was only interested in Sport. However, after his mother bought him a set of Shakespeare’s works he began being interested in reading and writing. 1906 Started his career in advertising at Long-Critchfield agency in Chicago. Wrote his first piece of copy for a company called Kendall and a product called Spavin Cure which was for horses. 1913 Employed as an assistant advertising manager at Sears Roebuck 1914 Moved on to JWT 1915 Moved on again to Ruthrauff and Ryan where he met Harry Scherman. Scherman and Sackheim set up their own agency soon after. 1916 Sackheim and Scherman started selling books by the Little Leather Library. They offered a set of 30 imitation leather-bound books at a price of $2.98 by mail. The headline of the ad said: “SEND NO MONEY.” They sold 40 million books in 3 years. 1926 Founded the “Book-of-the-Month” club which was based on the Little Leather Library concept. But, at first it didn’t go very well selling books by subscription as many were returned or cancelled. They then came up with their “negative option plan”. This plan notified customers in advance about the book selected and giving them two weeks to reply. If subscribers did not tell them “no” within two weeks, they would presume that they wanted the books and these were then sent. 1928 After selling their agency Sackheim joined Brown Fence and Wire Company in Cleveland, Ohio as advertising manager. 1945 Founded his own company, Maxwell Sackheim and Co.
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1960 Retires to Clearwater, Florida 1982 Dies at the age of 92
1879 Born Graduated from college and was a believer in training all his staff at J. W. Thompson so that they all had a good understanding of all phases of advertising. 1909 Stanley Resor and his brother, Walter, opened a branch of J. Walter Thompson in Cincinnati Established an in-house training program and called it: “University of Advertising.” 1920 Hired John. B. Watson, a social behaviorist who also believed in the laws of human behavior. In 1924 Watson became vice President of the company. Resor believed that there was no “brilliant individual.” What was important to him ws how to sell his clients’ products. He believed in thoroughness and that meant research. He disliked copywriters, even though his wife was one. The Thompson T-square was designed to provide facts about the product, the market, the trade, the organization and the competition. There were 5 questions that needed to be answered before the development of any marketing plan: 1. What are we selling? 2. To whom are we selling?
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1918 Invited by President Hoover to create a campaign for conservation of food. She opened the door to women writers and trained many of them. Helen Resor was also interested in interior design. 1963 Died in October Helen Lansdowne Resor 1886 Born in Grayson. She bought in designer furniture to make the environment as comfortable as possible for the employees. When are we selling? 5. © 2004 Presslink Publishing 86 . This brought a feminine point of view into advertising. How are we selling? The T-square plan was designed to integrate the two principles of Resor’s philosophy: fact finding and the view of advertising. 1900 Helen and her mother left to live in Covington. Kentucky. Kentucky. 1903 Helen Lansdowne Resor began her career as a copywriter in Covington. 1911 She moved to JWT in New York and was responsible for her great successes in advertising. This was well displayed in all JWT offices. Kentucky at the age of 17. Where are we selling? 4. 1917 Married Stanley Resor in New York. 1904 She left to work at Procter and Collier in Cincinatti. 1910 Left Procter and Collier to work for JWT in Cincinatti. She worked alongside her husband at JWT and served for more than 40 years. An advertising agency.3. They never lived in poverty but these early lessons from her mother influenced her in later life.
1917 Enrolled as a night student at the Columbia University. payable over a period of years.225. Robert Beatty. Sackheim hired him as his secretary because he could take shorthand. 2. turned the agency over to them at a price representing only the actual book value of the business. 3. Schwab 1898 Born in Hoboken. New Jersey and grew up in a German community. took over the Sackheim and Scherman agency. He learned shorthand and typing. but Scherman and I.” They later renamed the agency Schwab and Beatty. As Sackheim wrote in his book: ”My First 60 Years in Advertising” . Get attention Show people an advantage Prove it Persuade people to grasp this advantage Ask for action He later turned these articles into a book by the same title. anxious to get into our respective new enterprises. Schwab developed into a copywriter.”the boys had no money. 1980 Died as a result of a stroke © 2004 Presslink Publishing 87 . 1928 Schwab and his partner. 5. 1941 In a series of articles for the Printer’s Ink magazine called “How to Write a Good Advertisement” Schwab introduced a five-step copywriting formula: 1. Sackheim was highly skilled in mail order copywriting and so too.. 4.1961 Both Helen and Stanley Resor had propelled JWT into the largest ad agency in the world with 55 offices throughout the world and employing 6. This is where he met Max Sackheim and his life changed. 1962 Schwab retired to Spain. 1964 Died two months after her husband Victor O.
A. gained experience as a copywriter with the William Weintraub agency. Grover Whalen who took the young Bernbach under his wing. Back then copywriters didn’t always see eye to eye with art designers but Bernbach was impressed when he met Weintraub’s Paul Rand. Managed to secure a mailroom job at Schenley Distillers in what was a difficult period (The Depression). He met Schenley’s chairman. The two visited art galleries in their lunch-breaks and talked about art and copy as if they were one. degree. 1941 At the age of 30.William Bernbach 1911 Born in the Bronx. © 2004 Presslink Publishing 88 . 1932 Graduated from New York University with a B.
1917 Employed by the Cadillac Motor Company in Detroit. And rose quickly from copywriter to copy chief and then on to Vice President. He built a copy/art team around him.” Leo Burnett 1891 Born St. Studied journalism at the University of Michigan. And his agency went into decline.1945 Joined Grey Advertising. 1913 Graduated and got a job as a reporter for the Peoria Journal.2 billion in billings. creative director. Bernbach was worried that working for Grey would not attain his aspiration so he joined up with Ned Doyle and later Maxwell Dane and so the agency DDB was formed. when. Bernbach is still revered to this day in the advertising fraternity. He was 33 years at DDB and saw the agency achieve $1. 1982 Bernbach died. in 1986 it merged with part of the new Omnicom Group which included BBDO. He is well-remembered for this quote: “Advertising is fundamentally persuasion and persuasion happens to be not a science but an art. Michigan. 1918 Married Naomi Geddes and moved to Indianapolis © 2004 Presslink Publishing 89 . Louis. He worked under Theodore McManus and later became advertising manager Later employed by Lafayette Motors.
He had borrowed $50. Minnesota.000 on his life insurance and mortgaged his home. and creating the Jolly Green Giant. His style became known as the “Chicago Style”. Morris the Cat.” “I believe that superior creative work always has been. A lot of his images were taken directly from legend and folklore. and always will be the hub of the wheel in any successful agency. and nothing is more believable than the product itself. in my opinion. He used his imagination to the full in creating characters such as: Charlie the Tuna. His style nearly always included “inherent drama”. is believability. © 2004 Presslink Publishing 90 . Illinois. Tony the Tiger. 1955 Created the “Marlboro Man” advertisement. He was also famous for taking a small pea company in Le Seur. Red meat was placed on a red background urging the reader to eat more meat. for example: “The greatest thing to be achieved in advertising. To which he said: “The hell I will. He possessed remarkable consumer insight.” And here’s an interesting story to cap this interesting man’s career: When Burnett launched his agency back in 1935 all his friends thought he was nuts. But Burnett was a very talented and a hard-working business man and his style of advertising was well-liked. 1961 Inducted into the Copywriters Hall of Fame 1967 Retired 1971 Died at his family home in Lake Zurich. is. this was a very risky venture as it was in the middle of the Great Depression. They said that he would end up selling apples on the street corner in six months time. The Kebler Elves. At the time. and many other cartoons for Kelloggs. 1945 Burnett launched a campaign for the American Meat Institute.1920 Burnett worked as a copywriter and later as creative head at Homer McKee agency from 1923 1930 Appointed creative vice President of Erwin Wasey 1935 Founded the Leo Burnett Company. the Pillsbury Doughboy. Some of his quotes are worth remembering. This “red on red” campaign became one of the first classic examples of his technique – inherent drama.
humorous atmosphere. so he turned to advertising. He had a folder on his desk marked: “Corny Language”.I’ll give them away. 1928 Reeves went to The University of Virginia to train as a lawyer. there to remind everyone of their agency’s founder. 1929 The Stock Market crash and the Great Depression forced Reeves to leave school and seek employment as a journalist. He found employment with a bank in Richmond writing for an institutional periodical. Burnett was not so much a good copywriter as a man that studied words. Virginia. The son of a Methodist preacher. He began writing fiction and poetry at 10 years old and was occasionally published in small journals. His collection of words and phrases projecting a friendly. Rosser Reeves 1910 Born in Danville. © 2004 Presslink Publishing 91 . He knew how to reach out to the consumer.” And in every Burnett reception room there is a bowl of apples. He joined the Richmond Times Despatch but soon realised that his $14 a week wasn’t going very far.
This is a clear precursor to positioning. His USP was an advancement over Kennedy and Hopkins’ “reasonwhy” advertising. Reeves believed that an advertisement without a USP was mere fluff. © 2004 Presslink Publishing 92 . The proposition must be so strong that it can move the mass millions. His mentor was James Kennedy who soon noticed Reeve’s brilliance as a hard-working copywriter. So Reeves developed the USP in order to distinguish one product from another by a competitor. A definition of advertising given by Reeves was: “the art of getting a Unique Selling Proposition into the heads of the most people at the least possible cost. Warwick and Cecil.Moved to New York and found a position as a copywriter with Cecil. 1965 Reeves was inducted into the Copywriter’s Hall of Fame. 1984 Reeves died but left behind a legacy that has revolutionised advertising. It must be unique – either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising. 1961 Reeves wrote his book: Reality of Advertising and within it laid out the USP technique. Reeves believed that the average consumer could only remember one item from an advertisement. 3. which was: 1. It was somewhat similar to David Ogilvy’s Brand Imagery and the rivalry between the two (they were actually brothersin-law) was legendary. offer. and quickly helped turn Bates into a major agency. To him. Each advertisement must make a proposition to the consumer. the expert copywriter/salesman should be able to differentiate products. The proposition must be one that the competition either cannot. The agency prospered under the influence of Reeves and his development of his theory – the USP (Unique Selling Proposition). 1940 Joined Ted Bates & Co. Reeves believed that there was a basic dilemma in advertising in that very few products were different from one another. But a year later he amazed everyone by resigning. 2.” Another aspect of the USP was that there should be one proposition made for each product. or does not.
” Reeves is quoted as saying: “If a copywriter isn’t a salesman. He wrote a guide for Aga salesmen that Fortune magazine described as: “probably the best sales manual ever written.” Domino’s Pizzas: “Hot. M&Ms: “M&M candies melt in your mouth. positively has to be here overnight. guaranteed.the real failure of my life.” © 2004 Presslink Publishing 93 . fresh pizzas delivered in 30 minutes or less.His notable USPs include Anacin because it contained: “the pain reliever doctors recommend most” which was aspirin.” After Oxford he went to work in the Majestic Hotel in Paris. As he put it later: “got thrown out ….. When he returned to England he got a job as a door-to-door salesman with Aga cookers.” FedEx: “When it absolutely. not in your hand. then he is a bad copywriter. England Ogilvy went to Oxford University but dropped-out.” David Ogilvy 1911 Born in West Horsley.
and these ads ran for 18 years. Ogilvy created for Schweppes an image that involved the client himself. 1951 A small shirt manufacturer. Hathway’s came to Ogilvy for assistance. Ogilvy.H. But he had been out of advertising for 10 years so he asked his brother again for some assistance and a London firm S.F. Benson invested $45.1936 His older brother. 1960 Ogilvy achieved his ambition of running an ad agency that operated worldwide. 1949 Started his own advertising agency. an accountant he had met previously. 1938 Emigrated to the United States and became associate director of George Gallup’s Audience Research Institute in New Jersey. And his famous Rolls Royce headline: “At 60 Miles An Hour.” And these commercials ran for 25 years. Francis.000 but insisted that he get some professional help. 1963 He wrote “Confessions of an Advertising Man” 1962 Became creative director of Ogilvy and Mather International 1973 Retired 1980s Came out of retirement to serve O&M in various overseas locations 1983 Ogilvy wrote his second book: “Ogilvy on Advertising” 1989 The O&M Group was bought by Martin Sorrel’s WPP Group and became the largest marketing company in the world. Commander Whitehead. Ogilvy tried living in Pennsylvania as a farmer but this didn’t earn him the living to which he aspired. The Loudest Noise in this New Rolls Royce Comes from the Electric Clock.” This ad ran for years and is still regarded as the most famous of all automobile ads. C. Benson and Mather. 1945 After the war. © 2004 Presslink Publishing 94 . 1939 During the war years he served with British Security and was second secretary to the British Embassy in Washington. got him a job at London ad agency Mather and Crowley. So the business opened as Hewitt. He chose Anderson Hewitt. Ogilvy’s philosophy was always to create a brand image. Ogilvy created the image of a man with a black eye patch with the caption: “The Man in The Hathaway Shirt.
” And “It takes a big idea to attract the attention of consumers and get them to buy your product. He was responsible for many of the most famous ad campaigns as they were cleverly constructed and captivated his audience. Why? Because they work. But most important of all.” Click here for a few of his principles that are contained in his books.1997 An autobiography Blood. And it was here that Caples wrote what is arguably the most famous headline of all time: “The Laughed When I Sat Down at the Piano – But when I started to Play…” This ad was written for the US School of Music He also that same year wrote another similar ad: “They Grinned When the Waiter spoke to me in French – But when they Heard My Reply…” Both of these headlines have been copied over and over again. Unless your advertising contains a big idea. Ogilvy was an incredible ad man. You still see similar ads today. they sold products. John Caples 1900 Born His first advertising job was with Ruthrauff and Ryan a leading mail order company. He said: “You will never win fame and fortune unless you invent big ideas. Caples moves to BBDO agency where he spent the rest of his writing career. 1999 Died at his home in Touffou France. He was an advocate of the “Big Idea”. it will pass like a ship in the night. Brains and Beer was issued based on an original book written some 20 years previously. 1932 Wrote his first book: “Tested Advertising Methods” 1938 Wrote “Advertising Ideas” © 2004 Presslink Publishing 95 .
Caples outlined his thoughts on copywriting. Many people go through their entire lives without making themselves understood. 7. based on hundreds of tests. Louis. In the section “Seven Steps to Successful Advertising” he outlines the steps needed. 5.1941 Becomes vice President of BBDO 1956 Wrote “Making Ads Pay” In this publication.” He also said: “Make your advertising easy to understand. Does your ad attract the RIGHT AUDIENCE? Does your ad HOLD the audience? Does your copy CREATE DESIRE? Do you prove it is a BARGAIN? Do you establish CONFIDENCE? Do you make it easy to ACT? Do you give prospects a reason to ACT AT ONCE? 1972 Admitted to the Copywriting Hall of Fame 1977 The John Caples International Awards founded. and once said: “only half of the people in this country have a sense of humor. by Andi Emerson. 1983 Wrote “How to Make Your Advertising Make Money” 1990 Died and survived by his widow. 3. Dorothy. 6. He was known to dislike humor in ads. He read everything he could get his hands on.” Robert Collier 1885 Born in St. 4. and clever ads seldom sell anything. until he ran off to West Virginia to seek his fortune. Robert Collier was educated at a church seminar school and was destined to becomes a priest. His father travelled extensively as a correspondent for Collier’s Magazine ( a publication founded and run by Robert’s uncle). that is. John Caples was an ardent believer in the testing of ads. © 2004 Presslink Publishing 96 . 2. in his honor. That can be a life work in itself – learning how to write simply. These are the 7 steps: 1. He believed in the simplicity of ads. He worked as a mining engineer and it is there where he learnt about life and humanity.
the occult and other themes. After 8 years in West Virginia he moved to New York and worked in the offices of P.000 of them. Elliott. 1950 Died of cancer. The Secret Power.” 1934 He wrote his famous: “The Robert Collier Letter Book” which detailed how to write any kind of sales letter and for any situation. and The Law of the Higher Potential (since renamed: Riches Within Your Reach). And it was this that gave him the basics to his writing career. A massive sum at that time. © 2004 Presslink Publishing 97 .000 books on “The History of the War. The books were titled: “The Secret of the Ages” and he sold over 300. Because of his ill health earlier (which was cured by Christian Science) he became interested in health products and was convinced that 98% of our illnesses came from chemically treated foods. He worked night and day to write these books and within 6 months of them being published he received more than one million dollars in orders. The books apparently worked as he received dozens of testimonials. Henry stories which brought in orders of over $2 million. He had Bruce Barton and Fred Stone as his mentors and here he developed his ideas . Collier Publishing.Especially to do with business or advertising. As a result he sold thousands and thousands of copies of the Harvard Classics – a five foot shelf of books by Dr. The Magic Word. He was obsessed at proving that all illnesses could be cured by powers of the mind and read profusely on the subjects of metaphysics.F. He published circulars on the O. Shortly before his death. The result was complied into a book called: “Robert Collier’s Million Dollar Sales Letters”. Collier was one of America’s original self-help authors and strongly believed that happiness and abundance were within easy reach of everyone. He also had the idea to write a set of books on practical psychology. he was asked to pick the top 15 sales letters that he considered to be his absolute best (from a collection of ten thousand). He then went on to sell over 70. Robert Collier went on to write 4 more books: The God in You.
but his passion for drawing meant he disregarded his other subjects and consequently failed these and was sent home. 1921 He went to University of California at Berkeley.Fairfax Cone 1903 Born in California to a prosperous middle class family. His main interest during his up-bringing were in art and he wanted to become an illustrator. © 2004 Presslink Publishing 98 .
Cone and Belding. Cone met and worked alongside Fred Ludekens who was an artist and between them they developed five principles that Cone kept with him for the rest of his career. 1939 Became manager of the L&T office in San Francisco and he soon got the recognition of L&T boss. He planned to liquidate L&T and hoped that Fairfax Cone from the Chicago office. and Don Belding from California would create a new company under the name: Foote. During his early years at L&T. But he became plagued with a mystery illness and after 10 years returned to L&T in San Francsico. professional and socially responsible company. The ad must demand action Cone’s work soon began to get noticed and many ad agencies wanted to gain his services. Albert Lasker despite losing a major contract. The ad must make clear the basic business proposition 2. Sterling Getchell whom he joined and moved to New York. The three of them were devoted to running an ethical. These five principles were: 1. was J.H Waldron advertising agency in San Francisco. 1943 Lasker wished to retire from L&T. Lasker persuaded all but one of their clients to stay with the new company. 1932 Joined Lord and Thomas in San Francisco. They originally wanted to employ Cone as an artist but he insisted on been given a chance to prove himself at copywriting. Emerson Foote from the New York office. 1931 He left the Examiner and went to work for L. 1941 Cone moved to New York where he worked with George Hill the head of American Tobacco Co’s Lucky Strike ad campaign. 1942 Cone moved to the Chicago office of L&T and was placed in charge of the Frigidaire account and appointed manager. The ad must express the personality of the advertiser 5. But one in particular. 1946 Cone became director of the American Association of Advertising 1951 Poor health resulted in Foote having to retire © 2004 Presslink Publishing 99 . The basic proposition must express a well defined value 3. The value of the offering must be expressed in personal terms 4.On his return he discovered literature and on graduation he was offered a job at the San Francisco Examiner.
” Raymond Rubicam 1892 Born in Brooklyn. © 2004 Presslink Publishing 100 . His father died when he was young and he spent his childhood between sisters and brothers in various locations throughout the US. New York. At the age of 18 he started writing short stories and these eventually got him a job with the Philadelphia Inquirer. Sara Lee.. Cone’s principle forte was that of product presentation and throughout his decades in leadership he was actively engaged in ad campaigns. He had hoped to study law but couldn’t afford to go to college. He also led the whole of the advertising industry from a tarnished image set about by the release of a novel “The Hucksters”. which was later made into a movie. professional image in his last 25 years His definition of advertising was: “Advertising is what you do when you can’t go see somebody. He had done odd jobs from the age of 8 just to bring in money and left school at 15 with a full-time job as a shipping clerk’s helper on $5 a week. For the next 8 years he studied his ambition to become a writer. largely responsible for giving the industry a more responsible. He was. Kool-Aid. That’s all it is. Contac Cold Relief. Some of his most notable accounts were: Hallmark Cards.1959 Belding retires 1975 Cone continued to stay at the helm to cap an amazingly long career.
Squibb – the Priceless Ingredient.Why Men Crack. Johnson’s Baby Powder. his own company Young and Rubicam with $5.000 The agency moved to Madison Avenue. Notably General Foods. 1932 Hired George Gallup to lead the agency’s research dept. © 2004 Presslink Publishing 101 . He wanted to marry but couldn’t survive on $12 a week so went off to be a salesman. Wallis Armstrong. 1923 He co-founded.He also sent two of his stories to a then well-known writer Gouverneur Morris who mentored Rubicam for a whole year. The University of the Night. He was good at it but he didn’t like it much. Gulf Oil. 1916 Married Regina McCloskey 1919 He accepted a better position with N. with John Orr Young. 1940 Re-married Bettina Hall 1944 Retired and went to live in Arizona 1973 Suffered a heart attack 1978 Died at his home in Scottsdale He will best be remembered for his ads such as Steinway Pianos – the Instrument of the Immortals. The Stranger at the Gate. Ayer. Postum . and many others. He began his career as a copywriter at F. New York and secured many big contracts. W. It was at this point in his life he “discovered” advertising.
Kennedy First Chapter transcript Odorono ad by James Webb Young Copy of transcript Tested Sentences That Sell by Elmer Wheeler First Chapter Preview David Ogilvy Principles A few of his principles from his books The Art and Science of Advertising by George French First Chapter Preview Million Dollar Sales Letters by Robert Collier His best 15 Letters The Golden Mailbox by Ted Nicholas and Stuart Goldsmith First Lesson Preview 100 102 103 115 116 132 159 © 2004 Presslink Publishing 102 .Extra Resources Contents Page The Book of Advertising Tests by John E.
(Don’t screw your eyes up trying to read this. the transcript is below) © 2004 Presslink Publishing 103 . Over 7. It was a book responsible for influencing many copywriters at that time.000 copies were sold.The Book of Advertising Tests Below is a copy of the first page of Kennedy’s book.
till he dies and finds out the facts for himself. and which is wrong. ### But. because opinions on Advertising are conflicting as opinions on Religion. And. and are of opinion that Buddhism is the only true religion. neither Buddhists. Religion must continue in the realm of opinion. Forty percent of all people in the world are Buddhist. Catholic. And. That is a side-light on the inconsistency of mere Opinion. no mere man who died has ever come back to Earth to settle the dispute. because no one can decide which Creed is right. Mere opinions on Advertising Copy should be excluded from consideration. nor Protestant can convince the 2 percent of Jews that their opinion is wrong and should be changed. all three of which can be conclusively tested. Twelve percent of the world’s people being Roman Catholic. are deplorably ignorant of the only true faith. seem satisfied to spend there money on mere Opinions about Advertising when they might have invested it on Evidence about Advertising. however. Many advertisers. as it is with Mechanics or with Medicine. at a given cost. whose business must die before they can be convinced that “General Publicity” (merely © 2004 Presslink Publishing 104 .Transcript The Book of Advertising Tests Advertising should be judges only by the goods it conclusively known to sell. These re the Advertisers. and all others. it is different with Advertising. Eight percent o the world’s people being Protestants believe that both the Buddhists and Catholics. are firm in the opinion that the remaining 88 percent are wrong. and are sure of damnation accordingly. which of course must be their own particular sect of Protestantism.
a physician formulated Odorono – a perfectly harmless and delightful toilet water… © 2004 Presslink Publishing 105 . To meet this need. they have felt the need of a toilet water which would insure them against any of this kind of underarm unpleasantness. I am never annoyed by perspiration. A frank discussion of a subject too often avoided. Nor are we to blame because…. that causes odor. A woman’s arm! Poets have sung its grace. always. not uncleanliness. Fastidious women who want to be absolutely sure of their daintiness have found that they could not trust to their own consciousness. unfortunately.have made normal evaporation there impossible. it isn’t. This is the original copy of the original ad. And even though there is no active perspiration – no apparent moisture – there may be under the arms an odor…. “No.“Keeping-the-Name-before-the-People”) is wrong and “Salesmanship-on-Paper” right. we aren’t to blame because nature has made us so that the perspiration glands under the arms are more active than anywhere else. It should be the daintiest. sweetest thing in the world.” does not know the facts… Of course. but which is just as truly present. And yet. artists have painted its beauty. There’s an old offender in this quest for perfect daintiness – an offender of which we ourselves may be ever so unconscious. They blindly gamble in Advertising when they might have safely invested in it. Odorono ad by James Webb Young. either moisture or odor. Shall we discuss it frankly? Many a woman who says. Would you be absolutely sure of your daintiness? It’s the chemicals of the body.
Tested Sentences That Sell by Elmer Wheeler Tested Sentences That Sell By Elmer Wheeler © 2004 Presslink Publishing 106 .
Wheeler and his staff of word consultants to survey and analyze selling words and techniques. he can staff his organization with the best creative. The Hoover Company For the past ten years it has been the sole business of Mr.000 people. altogether the chain can support only six pounds – the “holding power” of the weakest link. merchandising and advertising brains. I understand that to date they have tested over 105. sturdy tires. to a great extent.” and in the pages that follow. In case after case I have seen them work with almost mathematical precision. won’t sell itself – and the best-looking dotted line won’t sign itself – without the intelligent persuasion of a salesman’s words. a powerful twelve-cylinder motor under the shiny hood. I know that in the Hoover Company certain words and techniques used by our salesmen have proved fundamentally sound. This book is based on the author’s “Five Wheelerpoints. The best-looking merchandise. yet the automobile will fail to start if some comparatively insignificant part in the ignition system fails to function. What he says and does as he faces his prospects and your customers is vitally important to the success of your business. distributor. smart looking upholstery. and a tank filled with high-power gasoline. It is Mr.000 automobile. backed up by sound selling techniques. And his success depends. It is like building a beautiful $20. yet his ultimate success is in the hands of his sales organization. Your salespeople can be the strong or the weak link in your company’s sales chain.A Foreword to the Reader by H. It is the salesman who is the real boss – the real cog in the machine. He can employ highsalaried executives to direct his business. as Mr. Wheeler says. You can have the finest steel body that engineers can create. another thirty pounds. So it is with a manufacturer. Wheeler’s purpose in this book to help the salesman by showing him how to add forceful sales words and techniques to his regular selling vocabulary so that he will always have complete command over any selling situation that confronts him. If one link of a chain will hold fifty pounds.000. Hoover President. or retailer. W. upon the words he uses in the field of selling. and another six pounds.000 words and word combinations on upward of 19. strong. Wheeler does a fine job of explaining them to you in © 2004 Presslink Publishing 107 . Mr.
” An Introduction I cannot recommend this book highly enough. The fact that all top marketers have read this little-known book is great testimony to its contents. are saying and doing to make more sales. many times. of all kinds. Study them well! As soon as I received this book I devoured it that very first evening. Peter Woodhead © 2004 Presslink Publishing 108 . Of particular interest to me are the Five Wheelerpoints. There is nothing mysterious about “Tested Selling” – nothing to be learned for parrot recitation. It was recommended to be by my mentor Yanik Silver. I consciously use principles within this book on an almost daily basis.their relation to whatever you are selling. And I certainly use the principles in anything I write. As has often been said about Mr Wheeler’s philosophy. And I’ve since read it many. Here is simply the result of man’s ten-year study of and thinking about what successful salesmen. You should do the same. that he promised it would be. I use it as a reference. In fact. and has proved to be everything. “His Tested Selling Sentences are so simple that any one of us could have thought of them – but so original few of us ever did. others you will find brand new. and more. Some of these Wheelerpoints may sound familiar to you.
that his newspaper had the largest circulation in town. and volumes of figures under his arm. It was the right merchandise. rules and principles for devising word combinations that make people buy. A convincing sales argument. the manufacturer.” This sales obstacle had Mr.” and “walk-outs. with considerable sincerity. the Albany Times-Union. Wheeler perplexed for many years. he found that they were usually pretty effective. and the newspaper. Wheeler was an advertising solicitor some ten years ago on the Los Angeles Herald. Wheeler that perhaps he did represent a newspaper with plenty of circulation that brought people into his store – but people just didn’t buy. He would inform them. because as a newspaper representative his only job was to get people into the stores. He then narrowed down the problem of why people came to stores and purchased so little to the salespeople themselves behind their counters. Merchant would always shrug his shoulders and say. he thought. sold at the right price and at the right season. and pots and pans would read the merchants’ advertisements in his paper and be down to their places of business the next day to buy.The Story Behind Tested Selling Before giving you the Wheeler formulas. he developed what to him was a fine sales presentation for retail merchants. © 2004 Presslink Publishing 109 . On going over the store’s advertisements. it may be interesting to you to learn how this Wheeler Word Laboratory was established and has become the first and only business wherein spoken words and sales techniques are developed and tested. The merchant called them “shoppers. Here was the weak link in the setup of the retailer. and then on the Rochester Journal. “So what?” He would then point to the hundreds of people in the aisles of his store and inform Mr. but Mr.” “lookers. Therefore he set about making a careful analysis of the merchandise sold to the stores by the manufacturers. Then one day it occurred to him that maybe this wasn’t the end of his job . When Mr. and therefore more people who needed shirts.but really the beginning. and the Baltimore News-Post. umbrellas. hosiery. needles and thread.
Wheeler be commissioned by his newspaper to go behind the counters and really make a study of salespeople. 2. either) were these: 1. Mr. Mr. the most the store was doing was teaching the clerks how to fill out checks properly and placing advertisements in the papers.Twenty Reporters Get the Facts To get definite proof of this fact. according to the reporters. and that the most the newspaper was doing was bringing the people in alive. and produced his findings. In the final analysis. He realized that he had a million-dollar establishment. or fourth shirt. When the reporters returned from the store. © 2004 Presslink Publishing 110 . I wish it was 5:30 – my dogs are aching!” Mr. May was most interested. informing Mr. so if he bought one. Mr. third. The five reporters who did buy shirts purchased only one each. the sales were consummated by the salespeople – and on what they say or do depends to a great degree just how much merchandise will be sold across American counters each day. May further realized that the most the manufacturer was doing was getting his goods up to the counters. then director of advertising for the Baltimore News-Post. Wheeler then approached Mr. “When am I gonna get married and quit working!” “Gee. Wheeler approached Erwin Huber. May suggested that Mr. that the clerks figures that after all a man wore only one shirt at a time.00 would purchase and the clerks would sell. whose only two worries (and we can’t blame them. Wheeler Word Laboratory is Formed Upon hearing this story and seeing the facts. why try to “load him up” with several? Important Selling Evidence Armed with this important evidence. Wilbur May. fifteen of them hadn’t bought a single shirt. Mr. Together they selected twenty reporters and gave each of them five dollars with instructions to go to The May Company and buy as many of the men’s advertised dollar shirts as the $5. It was evident. head of The May Company store in Baltimore at the time. explained what he had done. with a million dollars worth of merchandise on the shelves – yet the real control of his business was in the hands of his eight hundred salesgirls. Wheeler that the clerks had made no attempt to sell them one. explaining that the clerks did not suggest a second.
This study, which has now been going on for ten years, resulted in the formation of the Wheeler Word Laboratory. The purpose of this unique laboratory is to measure the relative selling effectiveness of words and their sales techniques, to determine with a great degree of accuracy what formation of words and techniques makes the sale more accurate and faster. Many stores and manufacturers have participated in supplying the Wheeler Word Laboratory with hundreds of selling sentences to be tested, and have opened their doors wide as a laboratory wherein Mr. Wheeler could get authentic tabulation of the scientific selling ability of words and techniques. Sales Gains Recorded Everywhere Wherever a salesperson is given a “Tested Selling Sentence” with its proper “Tested Technique” to replace a time-worn statement, sales gains are noted. For instance, a single sentence increased sales of a manufacturer’s hand lotion at B. Altman’s on Fifth Avenue from 60 per week to 927. Another tested combination of words make sales 78 per cent of the times used at R. H. Macy & Company in selling their long-profit brand of coffee and tea. On another occasion two “Tested Selling Sentences” completely sold Bloomingdale’s, Saks 34th Street, Abraham & Straus of Brooklyn, and William Taylor’s of Cleveland out of tooth brushes – a staple item – for the first time in the history of these important stores. Stern Brothers, in New York, had “Tested Selling Sentences” tailor-made to reduce delivery costs, and according to William Riordan, president, the first six months’ use of the sentences showed a relative saving of close to $7,000 over the preceding year. Ten years of study of salespeople – ten years trying out formulas, rules, and principles – casting them aside for others – have brought forth some sound, sensible methods of salesmanship, and Mr. Wheeler offers them to you in the following swift-moving pages. Tested Selling Institute New York City
The best-looking merchandise won’t sell itself; and the prettiest dotted line won’t sign itself, without the intelligent persuasion of somebody’s words.
© 2004 Presslink Publishing
Chapter A Foreword to the Reader, by H. W. Hoover, President, The Hoover Company The Story Behind Tested Selling Page 2 4
The Five Wheelerpoints
1. Don’t Sell the Steak – Sell the Sizzle! 2. “Don’t Write – Telegraph” 3. “Say It with Flowers” 4. Don’t Ask If – Ask Which! 5. Watch your Bark! 10 13 15 19 22
Three Other Wheeler Principles
6. Three Little Words That Sold Millions of Square Clothespins 7. Two Little Words That Turned Nickels into Dimes 8. They Sold Brooklyn Bridge Again Last Week 25 29 34
Pertinent Examples of Wheelerpoints, Rules, Principles, and Formulas
9. Your First Ten Words Are More Important Than the Next Ten Thousand 10. The Farmer’s Daughter Moves to Town 11. The Best-Looking Dotted Line Won’t Sign Itself 12. How to Take the “Temperature” of the Prospect 13. Sentences That Tell You the Other Person is “Sold” 14. Tested Sentences That Make the Other Person Say “Yes” 44 48 53 57 61
© 2004 Presslink Publishing
15. Making ‘Em Hit the Sawdust Trail for You 16. Don’t Sell the Win – Sell the Bubbles in the Glass 17. Don’t Sell the Sardines – Sell the Somersault 18. Five Little Words That Sold a Million Gallons of Gasoline 19. Don’t Use Words That are “Shiny in the Seat” 20. Avoid Words That Wrinkle the Other Person’s Brow 21. How to Make Tested Sentences Sell in Door-to-Door Selling 22. How to Make Complete Sales Presentations out of Tested Sentences 23. How to Sell the Man Shopping for His Wife or Sweetheart 24. A Lesson in Salesmanship at the Seashore 25. The Word “Miss” Versus the Word “Mrs”
68 73 79 84 89 96 103
110 116 122
26. “Old Man Johnston” Finds Six Words That Sell Pipe Tobacco 126 27. Selling-Sentence Oddities That Have Made People Respond 28. A Cigarette Girl Changes an Expression and Increases Her Business 29. Eight Little Words That Foiled Souvenir Hunters 30. Tested Ways to Hire – Or Be Hired 31. The Cigar-Store Indian Never Made a Sale 32. Summary of the Five Wheelerpoints 140 141 148 151 131
© 2004 Presslink Publishing
Don’t Sell the Steak – Sell the Sizzle! “Don’t Write – Telegraph. 5.” “Say It with Flowers.” Don’t Ask If – Ask Which! Watch Your Bark! © 2004 Presslink Publishing 114 .The Five Wheelerpoints 1. 2. 3. 4.
and the prices are important. of course. For instance. Non-tangle Revolving Brush. The sizzling of the steak starts the sale more than the cow ever did. The good waiter realizes he must sell the bubbles – not the champagne. as Paul Lewis puts it. The construction. but the “I want” points. though the cow is. Therefore. 7. Dust Removers. Positive Agitation. The grocery clerk sells the pucker – not the pickles. 5. It’s the tang in the cheese that sells it! The insurance man sells PROTECTION. more leisure. Dirt Finder. Automatic Rug Adjuster. are laborsaving. 9. Time-to Empty Signal. 3. very necessary. cleaner homes and health. 8. yet even he knows that the promise of the sizzle brings him more sales of his better cuts. 6. 10. the vacuum cleaner salesman must advise himself: Don’t sell the price tag – sell less backaches! Don’t sell construction – sell labor-saving! Don’t sell the motor – sell comfort! Don’t sell ball bearings – sell ease of operation! Don’t sell suction – sell cleaner rugs! © 2004 Presslink Publishing 115 . after desire has been established in the prospect’s thinking. These ten big “sizzles” will make people buy this particular make of vacuum cleaner. let us take a certain modern vacuum cleaner and see how many “sizzles” we can develop to get the prospect saying “I want!” instead of “Oh hum!”: 1. Lint Removers. whether a tangible or an intangible. Hidden in everything you sell. of course. Instant Handle Positioner. Only the butcher sells the cow and not the sizzle. you can bring in the necessary technical points. 4.” Find them and use them to start the sale. the whiff – not the coffee. Non-kink Cord. the mechanism. are “sizzles. Then. Grit Removers. 2. not cost per week.Chapter 1 Don’t Sell The Steak – Sell the Sizzle! (Wheelerpoint 1) What we mean by the “sizzle” is the BIGGEST selling point in your proposition – the MAIN reasons why your prospects will want to buy.
” Then write down the one. © 2004 Presslink Publishing 116 . they may differ in importance to the prospect. you will make little sales progress. If you have “you-ability. comfort.” you will be able to take your “sizzles” and fit them to each prospect with uncanny accuracy! “You-ability” is the ability to get on the other side of the fence – to put on a pair of invisible “sizzle specs” and see your product through the EYES OF THE CUSTOMER. “You-ability” is the ability to say “you. and that question is: “What will it do for me?” Therefore. labor-saving. almost everything you say or do must be said and done in such a way that it ALWAYS answers this important question! You must develop a NEED for your product in the mind of the prospect – for until he realizes a need. leisure.Health. and cleaner homes are the “sizzles” in this particular vacuum cleaner.” not “I” – and the ability to present the “sizzles” in the order that the CUSTOMER considers important. construction and mechanism the “cow”. Are you beginning to see what is meant by first finding the “sizzles” in what you are selling. before even attempting to form the words to convey the “sizzles” to the prospect? Put on a pair of “sizzle specs” now and look at your own “sales package. or twenty “sizzles” you find – in the order of what at first blush you believe will be of importance to the prospect. five. ten. Then Learn to Have “You-Ability” One BIG QUESTION is running through the prospect’s mind as you are showing your merchandise and telling your sales story. Now all of the “sizzles” you list for your product may create a need in the mind of the customer – but remember that although these “sizzles” may be of EQUAL IMPORTANCE to you.
are reasons why people will want to buy it. in every automobile. You will find that the use of the word “you” in your sales presentation will have far more results than the word “I. in every row of safety pins.” Remember this first Wheelerpoint: “Don’t sell the steak – sell the sizzle. These big reasons we call the “sizzles. the “sizzles” they will consider important. in your own mind. in every grocery.Summary of Wheelerpoint 1 Buried in every spool of thread. you must line up. © 2004 Presslink Publishing 117 . in every insurance policy. You will then have a “planned presentation. It’s the sizzle that sells the steak – not the cow.” based on all the information you can get about your prospects and your selling package.” Then with “you-ability” in mind you can convey these “sizzles” effectively to the prospect in the “telegraphic” manner explained in the next chapter.” Before you even start to see your prospects. or toilet goods item. drug.” Being able to say “you” instead of “I” is known as “you-ability.
assuming that the reader will find the product as boring as they do. Layout. “Some copywriters. Drop-initials. 3. For long copy. write “advertisment” at the top in reverse. Use serif typestyles for your ads. you increase readership by an average of 13 percent. Therefore. every illustration should have a caption. third at a caption under the illustration. The eye tends to read “all caps” one letter at a time.” 6. 4. beagles and bosoms. don’t use cumbersome connectives. Reverse. additional subheads throughout the copy helps retain interest.David Ogilvy Principles 1. A reader’s eye tends to look first at an illustration.” The test for sex is relevance. This is a mistake. Use upper and lower case. Use it sparingly. try to inveigle him into their ads with pictures of babies. It is impossible to read and therefore invisible. Subheads. A subhead between the headline and body copy builds readership. Simply number them. “There is a functional reason to show nudes in advertisements for beauty products. the layout should be illustration first.” * © 2004 Presslink Publishing 118 . Typestyle. * Space between paragraphs. 2. White letters on a black or dark background is almost impossible to read. fourth to the copy. headline second. Using a space between paragraphs increases readership by an average of 12 percent. Sex in advertising. If a newspaper or magazine requires you to “flag” an advertisement. Number points. using italics. Serif typestyles are the easiest to read (they are typically used in books for this reason). So play it straight. “If you start your body copy with a drop-initial. Words with all capital letters are also hard to read. 5. “If you have a lot of unrelated facts to recite. copy third. second at the headline. A buyer of flexible pipe for offshore oil rigs is more interested I pipe than anything else in the world.
The Art and Science of Advertising by George French (first Chapter) The Art and Science of Advetising By George French © 2004 Presslink Publishing 119 .
with some hints as to the better manner of utilizing and applying that power. are not to illustrate the text near them. giving the scientific genesis of advertising. in which the sum of knowledge is as yet chiefly embodied in meagre and confused reports of that which a few successful practitioners have accomplished. for example. I do not believe I have been able to say the last word upon a great subject. They are offered as fairly indicative of the better practice of the present day. chiefly relating to the practise of the art of writing advertisements. There is nothing in these pages which is not applicable directly to the business of advertising. It is the great disadvantage of this great profession that it has practically no literature. and intended to make that business more productive. Though it may seem that undue importance is attached to theory and science. nor are they offered as perfectly exemplifying the principles dealt with. the result of many years of practise and study of advertising. There has been no attempt to gather and assimilate the writings of others. It assumes to indicate in orderly fashion what the author believes to be the fundamentals of advertising. But little in that line will be found here. The illustrations inserted. This book is little more than indicative. There is no book.Preface This is a book about advertising. There are several interesting books upon phases of advertising. and doubtless some of it will speedily be disproved. Much that is said will be repudiated by some practitioners of advertising. Much has been written about advertising as it manifests itself. which has but just now become a topic for serious discussion and research. I wish to express my gratitude to the publishers of Profitable Advertising and the American Printer for permission to use paragraphs from articles written for those periodicals. It does not pretend to be a text book for students. it should be stated. but they are superficial and insufficient. or a manual for the advertiser. but little about the relation it bears to the people who are the purchasers. All here set down is as it lay in my mind. It is a subject for a life work by a great investigator. © 2004 Presslink Publishing 120 . for the purpose of assisting those who practise it to a truer comprehension of the power they have at their command. and to several personal and professional friends who have given valuable counsel and advice. and there is no book adequately treating of it as a trade. stated as simply as may be. There are several books the titles of which would leave one to assume that they treat of the scientific basis of advertising. in some of its relations and developments. the object is to suggest that science and theory are elements of power for the practical worker. Without the cooperation of friends the average writer’s erudition would often sensibly shrink. It seeks to indicate the nature of advertising. Especially is this true of the advertising field.
Suggestion. Leaflets.Contents Page Preface Illustrations Introduction The Profession of Advertising Science and Psychology in Advertising Moral and Esthetic Elements Art in Advertising The Study of Advertising The Advertising and Selling Campaign Salesmanship and Advertising The Personal Contact The Element of Interest The Argument of the Advertisement Attraction. Assertion Optics and Advertising Writing the Advertising Copy Suggestion in Advertising Printing for Advertising Type in Advertising Cuts for the Advertisement Paper for the Advertiser The Advertiser and the Agent Booklets. Brochures. etc Business Correspondence Advertising Advertising 117 119 © 2004 Presslink Publishing 121 .
in the sense that some of the more exact sciences have been created. and allowing the idea to grow and broaden. and greater as a sociological problem. It reaches every business. It is the one art which interests every person. Midas was an amateur in gathering gold compared to the advertising campaign skilfully prosecuted. It is conscienceless. What is advertising. but is affected by advertising. who expends even the most modest income for the most necessities of life. as men and women. It is impossible to buy and impossible to sell. vade mecum of commerce. and in the world of business that seeks to deal with many people. Business is impossible without advertising. It is the fact that it affects all that makes of advertising the great opportunity for enterprise. we are all dependent upon advertising. Whether we will or not. the forbearance. sordid. There are not three men engaged in advertising who would use the same thought in defining it. and practically every man in every business. It is not the same to two classes of publications that print advertisements. advertising is asking that many people do specific things. Looking at the matter in this light. It is this universality of the reach and influence of advertising that gives to it an ethical quality not attachable to any other business or profession. for. It is more magical in its workings and in its producing than any mythical wand of fairy lore. and in response to the manifest necessity. It is the practical. and every man and woman in the land. There is not a person. in the modern sense. as its master chooses. without invoking advertising. great as a problem of business. It has never been formulated. It serves him who is its master. Aaron’s rod was a crude and feeble instrument compared to the well-conducted advertising campaign. the pity. and it is for the man who makes use of it to furnish the conscience. without advertising. the mercy. It is no stickler for morality. for good or for ill. as a home. the one business which means profit or loss to every individual who earns or spends money. It is not possible to conceive of business. It will work for evil as readily as for good. gradually. nor for right of any kind. It is also the magical source of wealth that shames the record of Monte Cristo. it becomes apparent that here is one of the great problems of the times. Advertising has come into the being as the language did. resolved to its simplest elements. It has not been created. It would be found almost impossible to live without advertising. It is an instrument. and to each of us it means gain or loss. whether we know it or not. It concerns every home in the land. It is not the same to two expert practitioners. It is © 2004 Presslink Publishing 122 . It is true that advertising is a two-edged sword. and it will accomplish as much for evil as for good. It wounds him who is not skilful in handling it. in the modern sense. the one profession which enforces its tenets upon all who live. and how can it be practised with honor and profit? This question is uppermost in the publishing world.Introduction Advertising is the only business which yields a revenue simply for the asking. cold.
There is no such thing as neutrality in the action of the mind. or more probably a veil hung before the mind by the person. The highest and truest conception we are able to arrive at. that are obvious. It is important to know what is the automatic habit of the mind in its reception of a suggestion. and the experience of the great failures. © 2004 Presslink Publishing 123 . and the limits of its capacity in different directions and under different circumstances. It is well to know that every advertising proposition entering the mind is accepted or rejected. The engine has been started. or can be. because we must get our advertisements read. There is nothing more essentially due to the element of chance in advertising than there is in the manufacture of cotton goods or the raising of wheat. resolves it into personal attributes. it is for the individual. the will. that it cannot be indifferent to any proposal submitted to it. If there is apparent neutrality it is the result of the exercise of the judgment. as well as the mind. The eye works automatically. based upon and guided by a few general principles. with reference to advertising. and even of assumed ignorance. a complete code of such rules. to shield it and to protect the interests of the individual. to throw in the clutch. Take the elements of good advertising which border upon the science of psychology to illustrate what is meant by science in advertising. it is bound to act in some fashion. But advertising may be formulated into a science. the business of advertising will advance in efficiency to a point it now touches only in isolated cases. he may expect to turn out a merchantable product upon almost as certain a cost-and-profit basis. If a man understands advertising as a mill superintendent understands the manufacture of cotton cloth. and it is perhaps even more arbitrary. The experience of the great advertisers. and awaits the action of the individual. When the day comes that sees advertisers admit that their business is a science. It will then be a business that can be predicted with the certainty in each specific case that is now possible only in isolated instances.not the same to two great enterprises. may be correlated. Back of that veil of indifference or neutrality. Science being the formulated results of experience it is evident that advertising may as easily become a science as ethnology has become a science. that every advertisement that gets read produces a distinct impression. there is the mind which has acted. that. and sees them in turn to science for guidance. The premises upon which the mind acts come to it through the eyes. each of which owes its greatness to advertising. has decided. It is important to know how the eye acts in reading. for reasons. It is personality with knowledge working upon personality with needs. There are few rules governing its practise-it is doubtful if there ever will be. It is well for advertisers to know what forms are more agreeable to the eye. favourable or unfavourable. and a most profitable one. for example. Optics as it affects advertising is a most fascinating study.
More than this: In art and in science there is to be found that orderly basis for advertising which it has lacked. We know something about how it is made to work. We know that it offers the most exalted opportunity. the eye is so constructed that it picks up with normal case a line of type that is not more than three and one-half inches long. That is. When we add that we know that that which we have to sell is a good thing. It is something like electricity. and it balks at a line longer than that certain length. © 2004 Presslink Publishing 124 . and tell him that we have something that he ought to possess. and produce forms that are agreeable to the eye. Notice the styles of type which remain in use a long time. and base safe prognostications upon fixed data. and note that the one that does last is designed in accord. We know what advertising accomplishes. the most expert craftsman. that is advertising. the widest and most fertile field for human endeavor. We know that it has developed into a gigantic business. We know that advertising is one of the marvels of this marvellous age. and ask him to buy it. What is advertising? When we look a fellowman straight in the eyes. involving the expenditure of fabulous amounts of money. with the principles that lie at the base of all art. We know that in its service there are the brightest men of the day. and to select for notice. as well as the greatest of business builders. that power to coordinate advertising with the other processes of business. and that we pledge him our sacred word that it is a good thing. and we know a little about what it will do.. that assurance of definite results. and one of the chief promoters of human happiness. and is always willing to notice. the best artists. the best business men. that is the science of advertising.For example. Note that from the new faces of type which are issued from the type foundries not more than one out of every score lasts after its first trial. that is honest advertising. and that it touches our lives on almost every one of their numerous facets. it is known that the eye will most readily “take up” a line of type of a certain maximum length. there is power for advertisers. and in science. and it is power that advertisers are seeking. as it were. but we do not know what it is. the best writers. We know something of how electricity works. When we consider how we shall tell our fellowman about the thing we wish him to buy. because they accord with those principles of art which are also principles of optics. and it labours and hesitates if it is called upon to read lines much longer. In art. Why do they endure? Because they are agreeable to the eye. We know that the advertiser is one of the greatest of popular educators. and the size and form of advertisements. These forms control the styles of type which are better adapted for advertising purposes. We know that it has sprung into a wonderful development. or nearly in accord. There are certain forms that the eye welcomes. and the brightest woman.
And some fell among thorns. the catalogue.” The teaching of this parable is not the doctrine of chance. there stands the man whom we must sell. some sixtyfold. and forthwith they sprung up. the circular. so that the seed may fall into it. and he must test and examine and prepare that ground. some thirtyfold. where they had not much earth. What about that man? Do we know him? Do we understand the workings of his mind? Do we know the avenues that lead to his good will? Do we know his needs? You know the parable of this sower: “Behold a sower went forth to sow. the pamphlet. or sell not at all. The fellowman we are trying to interest: How are we to get at him? What are his methods of thought? How does he receive what is said to him? 2. the brochure. The advertiser. Who hath ears to hear. according to the nature of the advertising seed he has to grow. “into good ground.” Here we have a description of the earlier processes and effects of advertising. and that it must be properly prepared. and brought forth fruit. let him hear. But others fell into good ground. the typewritten letter-before we do anything at all.When we carefully consider the science of advertising. Some fell upon stony places. and the teaching is that good seed must be sown upon good ground. they withered away. There are two major premises to deal with: 1. who is to deliver this message to this other man: How is he to frame the message so that it will be likely to effect his purpose? Here is the foundation for our study of advertising. before we undertake to estimate the value and the place of the advertising novelty. because they had no deepness of earth: And when the sun was up they were scorched. and the thorns sprung up and choked them. Quite the opposite: It is that good ground must be sought. The advertiser’s ground is man. before we balance the periodical against the street car. some an hundredfold. a very broad. We have ears to hear the teaching of this parable. some seeds fell by the wayside. and the fowls came and devoured them up. and because they had no root. the booklet. we perceive that we are attacking a very large. and when he sowed. before we balance the claims of the newspaper against the claims of the magazine. the poster. the calendar. a very deep problem. as the word is. © 2004 Presslink Publishing 125 . Before we burden our minds with methods. and therefore bring fruit. and a clear indication of that way by which we are to look for success in the future.
of how to get at the man who is to buy. This question. and teaches us to vary it somewhat from the original. which is their field. leads one far. until he has tested the soil. and formations of words. if they expect ever to be able to base their business upon such principles as will enable them to predict their results in merchantile terms. and certain other combinations to attract. This is psychology. A man must know his instrument if he is to play upon it. If we carry this idea to its legitimate conclusion. We may honestly say that the most profitable study of the advertiser is man. It merely relates to the study of the mind of man. Our major premise leads a long way out of the beaten tracks of advertising. but it opens wide the door of opportunity to the advertiser. but the further one goes in the study the more interesting it becomes. we have © 2004 Presslink Publishing 126 . are pleasing. We have been sowing advertising seed upon stony ground and among thorns. the instrument we must play upon when we advertise. with reference to his measure of receptivity to advertising. Then he feeds the soil such particular fertilizer as will strengthen its weakness and stimulate it to produce. we discover that we must revolutionize the theory and practice of advertising as it has existed. It leads up to the plain proposition laid down so long ago. The manner in which things impress upon us may be almost exactly ascertained. and coming into closer brotherhood with him. because no man can pursue the study of man for the purpose of learning how to sell him things without gaining in respect and consideration for him. his machine if he is to operate it. and his man if he expects to sell things to him. or sow it to wheat. to ascertain what seed of advertising will be likely to produce the best crop. Our minds are mechanical in their action. or his willingness to respond to it. and the more facility and power the advertiser acquires. more so than has been imagined. is a large topic. It is a ponderous word. his ground if he hopes for crops from it. but at every step it adds to our knowledge of advertising and our power to advertise. the need of which he has not yet realized. and certain others displeasing-not only to individuals.The good farmer does not presume to plant a field of corn. Certain forms have identical effect upon the majority of men. but to the majority of individuals. So advertisers are bound to study human nature. Certain combinations of colors may always be relied upon to repel. Certain words. and ascertained if its chemical constituents are such as will promote the growth of corn or wheat. How to study man.
all the professions. we have been content-wrongly contentwith small percentages of return. or in some way minister to the mass. A knowledge of it is essential for the successful practise of any. Experience is of the utmost value. there is human nature. of certain facts that may benefit the mass. It is as clear as daylight that advertisers must be able to justify the faith that is in them by other evidence than that of their works. The best argument we have been able to make has been that advertising has paid some of the men who have spent money for it. although there is in embryo a science of advertising. It has not yet been formulated into a science. Most of our progress has been made by walking forward with our faces toward the past. Their profession is emphatically a new one. It rules them all. and that they must know how to apply advertising so that they may not waste seed and effort trying to get results from stony and thorny ground. for the reason that advertising is simply telling to many men. and our constructive work has been largely based upon what we and others have done. We have never been able to justify the theory of advertising. Back of all the arts. and for some of the schemes and devices. © 2004 Presslink Publishing 127 . Advertising is a personal message from one who knows to many who are supposed to wish to know. but it must be based upon something more substantial than the progress of an individual from ignorance to a partial knowledge and limited efficiency. These results can be accomplished only through seeking out the scientific bases of advertising. by one man. all the crafts. in some of the periodicals. Advertisers need to get the utmost benefit from whatever is useful to them. No science in the world rests upon the experience of one generation-nor upon the experience of twenty generations. We have never been able to go much further than to assert that advertising has proved itself beneficial. It is more essential in the advertising profession than in any other. apart from the practise of advertising. and by a thorough study of them. all the trades.been wasting our seed and our effort. all the sciences.
to the dilatory. It is not unjust to the men who have made conspicuous successes in advertising to note that up to a very recent date the labor of the advertising man has been chiefly the persuading of business men to begin and prosecute advertising campaigns. It is the educated enthusiast who will reap the rewards of the profession of advertising. It is the educated enthusiast who reaps the rewards of business. and other mediums. so far as the actual working of the campaign was concerned. Above all. whose chief duties have been to deal with the newspapers. and are demanding different service and more definite results. and religion. the real work of making the advertising effective has been delegated to clerks. of ethics. no profession. It is only recently that advertising has been considered to need the attention of able men.Chapter 1 The Profession Of Advertising It is one of the conditions of human progress that results can be obtained only through the application of knowledge as the basis of earnest and devoted work. one who had been through a newspaper experience and was no longer able to cope with the strenuosity of that calling. This condition is changing. The majority of the big men in the business are engaged in getting the orders and in making terms with the mediums. and the need of the shrewd and high-class solicitor is becoming subordinated to the need of the man who can make and prosecute the campaign. or the copy was prepared by men whose chief duties were something else. no calling. That done. No branch of science. the men controlling the street-car privileges. but that the big man is the man who is able to map out the campaign and prosecute it to success. It is regognized by the progressive men in the business that the solicitor is not the big man in the business. become the merchant and manufacturer will understand that they must consider advertising to be one of the necessary elements of their business. or the goods they intend to sell. The copywriter was for the most part a literary derelict. will disappear. and they will be ready to buy it as they buy the other raw material for their output. After the order was secured from the merchant or the manufacturer. A too large proportion of it is yet handled in the old manner. as we now know him. Some time business will accept advertising as one of its established and proved assets. to the half-informed. and there are now many concerns that do. and then the solicitor. business men in general are coming to understand what advertising can do for them. the magazines. in their moments of leisure. yields its best to the superficially equipped. the billboard owners. no less than of science. This condition is making itself manifest. as a matter of fact. buy their advertising as they buy © 2004 Presslink Publishing 128 . The advertisers are getting educated. the man who knew about rates and could deal with the mediums was next in importance.
the remote as well as the present facts. in the principles. In the teaching of the professions the schools and colleges go beyond the practical necessities and teach the basic principles. in this. and to prepare themselves to practise it as a profession. and as broad as the possibilities reach. The recognition of the obvious fact that advertising is a profession has made a demand for schools that are competent to teach it. and more justly. or persuasives of any nature. It is as impossible to know the essential foundations of advertising if the student neglects to study that portion of the science of psychology which deals with the springs of comprehension and automatic mental action. Manifestly. or the solicitors. interested in the fundamentals. So in advertising it should be the aim of schools to establish the very foundations of the business.A. than can the publishers. The lawyer is not taught how to conduct a case in a certain court. important and necessary as are those branches of the work.Other essentials of their business. or the advertising managers. among those who are already in the business and among those who desire to enter it. in the ordinary classical education. follow-ups. statements. but to try to determine which of its known automatic habits are relied upon to further his business. This by no means embraces all of psychology. and whose diplomas will have the general value and effect of the college B. it is impossible to know anything essential of any art or science unless the student begins at the foundations of that art. but rather in some of the manifestations of the traits and habits of the mind which the psychologist relies upon to guide him in researches of infinitely more value and significance to him. or the blandishments of the publishers’ circulars. There are advertisers who know much more about the value of mediums than do the owners of the mediums. The methods of the psychologist are necessary. or as a science. They lay the foundation as deep as any part of the theory and the history extends. © 2004 Presslink Publishing 129 . and discover and classify the principle that control its practise. and not at all at the behest of the solicitor. the theories that underlie the practise. under conditions established by history. The student of advertising is not. It may perhaps be said that it embraces little of psychology proper. mediums. for training. But he does not go there merely to discover how the mind works. and the dealing with. the history of the arts and sciences. and the student invades the region of the workings of the mind. and can estimate the extent and worth of circulations more accurately. These conditions in the field of the advertisers are forcing those who handle advertising to regard it as a profession. but he is crammed with principles of law and practise to form the foundation for the conduct of all cases in all courts. They do not so much seek to teach the physician how to administer his does as what effect of the medicament has been and should be. of psychology as a psychological study. Consequently there has arisen a demand for knowledge. rather than to confine themselves to instruction connected with the preparation of copy and the selection of. And such schools have arisen to answer the demand.
or else the word must be given a different definition in the dictionaries. At all events it is well to know that the gentlemen of science usually have some reason that seems good to them for each of the names they sponsor. The advertiser must be a student of men. He must look over the name and try to discover the character and meaning of the thing.” or any of the words the scientists adopt for labels for their packages of knowledge. and he must make his studies at first hand. are learned. All that the advertiser needs to know of psychology comprises but the a-b-c in the alphabet of the language of the psychologist. medicine. and all trades and callings. divinity. So we are bound to allow the habits of the scientists. it is called psychology. We have the word of Professor William James himself. baffling. as it has been formulated in these modern times. The profession of advertising differs somewhat radically from those other professions which have come to be known as the “learned professions. and being thus known frightens many.” Just why this adjectival distinction should need to be made is not very clear.. can do for him is to indicate how he can study men to the best advantage. They do not differentiate between the science as a whole-and as they speedily find. law. and many of them are more so. Many of their names are very terrifying to the layman. All professions. All that any of the books. but a closer acquaintance with the things the names stand for sometimes reconciles us to them. and with the least expenditure of time and effort. in the matter of nomenclature. and disconcerting whole-and the one garment of the livery of the science which it is necessary for the advertiser to borrow. There being no other name by which to designate that limited knowledge of the lore and processes of the mind which the advertiser must know. or any of the schools. does the book knowledge of the doctor or lawyer or the preacher amount to when compared with the knowledge they gain as they go on through life and get that knowledge given by experience? What is the knowledge of the newly fledged lawyer compared to the knowledge of the skilled electrician or the skilled engineer or the expert machinist? The learning which is worth while comes almost wholly from experience and association with men. What. and here is where many students lose heart and become sceptical of the whole question of the dominance of the principles of psychology in advertising. disgusts some. and withal prevents far too many getting the right start and having the proper conception of the beginnings of their profession. It is not descriptive of the thing. the high priest of pragmatism. and intricate. for example. etc. Psychology is not a happy name for the science. It is necessary that the earnest student. © 2004 Presslink Publishing 130 . in these strenuous times.Herein lies the advertiser’s first and most important problem. Little comes out of books. determines that nothing in the way of a name shall frighten him away from any fount of knowledge. in comparison. in as true a sense as are the professions of pedagogy. or from the classrooms of the schools. that that word is not happily chosen to christen the gentle and delightful variant of philosophy the thing it stands for is. amuses some. and it is often the fact that when we know why a name was chosen we know something about the thing the name stands for. must not be balked by the word “psychology” or the word “pragmatism.
with some of the attributes of business. Each of the other professions deals. It all comes back to the proposition that the advertiser must know the people he expects to influence. It requires a thorough training of all the powers that go to the making of lawyers. his fellow men. Business goes on while the doctor takes his vacation. aids greatly in the doing of business. He should know English so well as to be able to employ it to the best advantage without giving it a thought. Without advertising business ceases. Since advertising lies at the base of business. and since it deals with men at first hand. in the sense we have been considering. The physician essays to keep men in trim to do business. the preacher tries to impress it upon men that it is better for them to do business on the square. By this it is not meant that if announcements in newspapers and magazines cease business will collapse. It is necessary to know how much to write advertising English. and breeds sympathy. etc. It is neither the stamping upon the coin. makes it. preachers. Advertising. as the term is used throughout this book. while the lawyer is stricken with nervous prostration or typhoid. While the other professions assist in the transaction of business. because they give him that delicacy of feeling which leads to tact and consideration and well thought out plans of attack. and this should be well enough known to be always at command. While it may be possible to enumerate a hundred directions in which the knowledge of the advertiser should reach. and the acquirement of much of the substance of other professions. He should know enough about science to have a thorough comprehension of scientific method. but if he knows the people he wishes to reach. creates it. and especially the history of man. the student of advertising ought to be well grounded in all the essentials of a classical education. if there are any callings worthy of that designation. Advertising is that business. it assuredly follows that the practise of advertising must be a profession. includes all methods of letting people know about things and goods intended for their use and benefit. and must deal with them at first hand to be effective. and the more science he has the better for him. while the preacher goes to Europe. teachers. Specifically. The successful practise of advertising requires extreme cultivation. the lawyer attempts to assist men to do business. such as good physical and moral health. nor the milling upon its edge – it is the fine and precious metal of which the coin is made. or the forms and methods of obligations. But the advertiser creates business. and binds him with. scientists. he will © 2004 Presslink Publishing 131 . doctors. importantly and indispensably. not one of them is essential to its life. He should cultivate the esthetics and the arts. Advertising is not concerned with any of the attributes of business. Let us admit the claim that all professions deal with business.Advertising differs from the other learned professions in that it deals with the fundamentals of business. offered for sale by makers and dealers. primarily and essentially. or would cease if ever the experiment were to be tried. if the advertiser is to write copy for advertisements. He should know history. all is included in the statement that he should have as much as possible of that particular culture which brings him near to.
to cheat. and it will be dealt with more in detail elsewhere. but it is the foundation that must be put under all else that he needs to know. And yet it is safe to assume that there is not a fraudulent advertisement published. in a broad but very true sense. It is now being employed to defraud. There is a great question of ethics in the profession of advertising. thus smirching the publishers as well as proclaiming the criminal intent of the advertisers. Is advertising necessarily an immoral. from year’s end to year’s end. That which is responsible for one man’s success may cause the utter failure of another man. Next to the study of men is the study of business. No saying is truer than “Out of the abundance of the heart the mouth speaketh. but here we are considering matters a long way under copy writing.” and to deceive the credulous. and all through his practise of advertising there should be a constant endeavor to become acquainted with business in as many lines as possible. the study of men. It is the instrument employed to gather in the “suckers. To know men and know business does not indeed constitute all that an advertiser should know. a thousand times every year. but it may as well be faced. It is a sad and disquieting condition. There is very vigorous warfare being waged against dishonest advertising by the publishers. The educative value of this cannot well be overrated. but failing that he must give the conditions and processes of business through study. and as much practical examination as possible. to rob. This condition is righting itself. The individual is behind all business. It is being proved. Advertising is the best and most effective ally of the thief. Business is conducted by individuals. that it is better to be honest than to be dishonest – that both advertisers and publishers are certain to make more money if they are honest than they can make through lying and fraudulent advertising. so the study of business is. and the full extent of its enormity acknowledged. or an unethical business? It has a reputation which is not of the whitest and sweetest. But it comes up when the young man is thinking of adopting the profession. A © 2004 Presslink Publishing 132 . It would be of great advantage to him to have business experience. And it is equally certain that most of the fraudulent advertisements are consciously published. It has been made the instrument for the undoing of thousands of men. The advertising student should know business conditions.” Out of the abundance of the knowledge and sympathy of the advertiser the advertisement becomes effective. and it is a perplexing problem. which does not have the mark of its character upon it – the red flag of infection – to warn its readers. as will be noted when we come to that subject. Advertising offers a fine opportunity for the arts of the faker and the unscrupulous. and paramount to it. in the curriculum of the student of advertising. It is not intended to belittle the subtle art of copywriting. and the defrauding of other thousands.be able to tell them that which he wishes them to know. in an individual manner.
and deliberately robs him of the basis of judgment. Dishonesty on the part of an advertiser © 2004 Presslink Publishing 133 . It is a one-sided proposition. and that this happy day has not yet arrived need not be taken as evidence that it is not on its way. and not a few of them. it may be condoned if the seller holds his peace and allows the would-be buyer to appraise it. and then insinuates a suggestion without explanation and without completing the line of argument or exposition begun with such a show of candor. Its very foundations offer tremendous opportunity for illegitimate practises. It is a condition that bears within itself its own defense and corrective. The justification of all of the arts of the advertiser is found in the equivalent. He must take that which the advertiser chooses to offer.reform from within is going on. and it is plain prerogative of the careful and shrewd advertiser to employ it. and for every shade of meaning of every word and phrase and illustration and implication. and buy it at his own appraisal. the advertiser is morally responsible for every word. When an article is placed before a person capable of estimating its worth. for corroboration. The moment an advertisement is printed in a medium read by one person. carried a bit further. who take full account of this condition. for further facts. The conclusion that the responsibility of the advertiser is to be measured by his advertising is not to be escaped. and it is so easy to carry the suggestion on to the length that touches the fraud line. It is precisely like describing physical facts to a blind person. the advertiser retreats behind the specious contention that it is the reader’s privilege and duty to look out for himself. it is easy to allege. So that it seems certain that ultimately all the advertising appearing in periodicals of all classes will be free from intent to defraud. Yet it is the advertiser who deprives the reader of the power to protect himself. The reader has no opportunity to ask for explanations. and they are the successful ones. This species of hypnotic advertising is practised honestly in behalf of genuine goods. and if in doing so disaster is met with. The profession of advertising demands more of the courage of honesty than any of the other callings. In exactly so far as the equivalent differs from the expectation aroused by the advertisement is to be found the degree of culpability of the advertiser. This is the ethical consideration in advertising which makes of it a peculiar proposition in business and in ethics. and accept or reject it as it is offered. The mind is left to work out its own salvation. and his valuation must be accepted by the prospective purchaser. It is in the equivalent that the legitimacy of the practise comes to the surface. Practically all of one of the great classes of mediums debars all advertisements that are thought to be for the purpose of deception or fraud. In advertising this is not possible. great temptations. What is to hinder going just over the line and influencing the mind for its undoing? It is all the same process. and the unscrupulous. It is the advertiser who does the appraisal. Too great a proportion of advertising is of the kind that leads the mind a certain distance in a candid and truthful manner. and of the other classes some are rapidly purging themselves. It is a species of hypnotism. We have seen that it is the mind that is to be dealt with. There are advertisers. It offers the weak.
It is a question of absolute rejection of his word. to be honest. There is no middle ground. In buying goods of a merchant the customer has some measure of self-protection. There is no such personal touch with the goods through an advertisement. or the most dishonourable. the word of the advertiser is all there is for the judgement of the buyer to depend upon. in advertising. This must be considered by whoever will adopt advertising as a profession. and not wholly because the ethical situation is so apparent. It is because of these considerations that I say that advertising is either the most honorable of businesses. © 2004 Presslink Publishing 134 .reacts with peculiar certainty. and it is distinctly not good business to be dishonest. The vendor may make such statements as he chooses. It is good business. and the effect on the advertiser’s business is more permanent than it is the effect of the discovery of dishonesty on the part of a merchant or a manufacturer. the buyer has his hand on the goods. He can see and handle and judge the goods offered. Either the advertiser deals squarely or he is a rascal. and to the extent of his knowledge can correct the seller’s statements.
Million Dollar Sales Letters by Robert Collier Robert Collier’s Million Dollar Sales Letters © 2004 Presslink Publishing 135 .
Just before he died in 1950. were an unbelievable success. They made millions of dollars. they pulled. Read them Study them. but a lot of them were.Foreword Robert Collier was a master copywriter in general. They were persuasive letters in their time and they would still be today if taken and just “tweaked” a tiny fraction. Probably hundreds. this collection is the 15 that he considered were his best of the best. and a great letter writer in particular. Out of more than ten thousand letters. Not all of them were runaway successes. But most importantly. Over his career he wrote thousands of letters. Some. he was asked to pick what he thought were the best 15 sales letters that he wrote. © 2004 Presslink Publishing 136 .
000 Mark Note Close Outs Using a Premium An Indirect Approach Bargains The Dollar Letter Selling Securities by Mail Securing Inquiries for a Booklet Sports Appeal – Sales Appeal Using Pressure Using the “You” Element © 2004 Presslink Publishing 137 .Contents Letter #1 Letter #2 Letter #3 Letter #4 Letter #5 Letter #6 Letter #7 Letter #8 Letter #9 Letter #10 Letter #11 Letter #12 Letter #13 Letter #14 Letter #15 The Lowly Penny will often do the Trick How Handkerchiefs were Sold by Mail Can High Priced Articles be Sold by Mail? They Said it Couldn’t Be Done A 100.
for they all contain the essential elements that enter into every successful sales letter. © 2004 Presslink Publishing 138 . Collier to select from the many thousands of sales letters considered the best of them all. but the job is finished and here are the letters. It can also be the most difficult and the most expensive method o doing the job. is a job that demands the services of an expert versed in every one of the thousand phases of selling and one with many years of successful mail order experience at his command. As a consequence. Choose those which are applicable to your own business. they have been actually used. But it will pay you. it depends on the kind of a letter you end to them. They contain ideas that you may apply successfully in sales letters of your own dictation. selling every commodity from trench machinery to fertilizers. Alter them only to such an extent as to accord with the products and services you have to sell. they have actually sold over one million dollars of services and merchandise. They have been actually tested. It was a difficult job to pick fifteen of the best from a list of ten thousand of the best. To write such a letter. America’s premier writer of successful selling letters. too. If you would choose the one man in the United States who could write for you a sales letter that would produce the results you desire. he is today. a message that explains concisely yet completely and in an action-compelling manner what you have to offer. These are the fifteen letters considered the best ever written by the man acknowledged to be the best writer of sales letters in America today.Introduction Selling by mail can be the easiest and least expensive method of selling your services or commodities. These letters will sell for you. to study them all. he has placed hundreds of millions of dollars into the pockets of the clients for whom he has written his master sales letter. It all depends on the method you use in presenting your offering to your prospects. We asked Mr. you would probably ask Robert Collier to do the job. books and raincoats. stocks and bonds and services. Backed by many years of success in the field of selling by mail.
00! THAT IS THE WAY MONEY GROWS! No matter what his beliefs. saved each week since the start of the Loan and Saving Association. and your money comes back to you after many days.00. The idea could readily be used by Insurance Companies.00 saved each week would today amount to $7.000.00 WOULD BE INTEREST DIVIDENDS.000. The price of $5.Letter #1 The Lowly Penny will often do the Trick Here is a letter to which a new penny was pasted. The rest .00 is only so many seeds of savings. that they repeated it no less than six times in the very first chapter of the Bible. $1.00 or of $50. Of that $25. Plant thistles.00 only $16.250. In conjunction with the figures given. And mind you. increased a hundred-fold! What harvest do YOU! Want to reap ten or fifteen years from now? Money to put your children through college.$8.750.00. $5. and you reap ears of corn. $50.00 – is GROWTTH INCREASE! © 2004 Presslink Publishing 139 . Savings Banks and the like. This age-old truth is that EVERYTHING INCREASES AFTER ITS KIND! Plant a seed of corn. Plant money. Here’s the letter: IT IS A MARVELOUS THING – The Power of Money to Make More Money! Just this little insignificant penny. and referred to it throughout both Old and New Testaments.00 each week will grow to $25. It was also used with unusual results by an association trying to build a membership for the purpose of cutting the cost of government. would today amount to $75.00 saved each week at the Loan and Savings Association will in about 13 Years amount to $5.000. and you grow a profusion of thistles.000.00 represents money paid in by you.00. here is the part that counts. or start them in a business of their own? Security for yourself? Financial Independence? You have only to set your goal in order to win it. every man will agree that the Scriptures contain some of the oldest and greatest truths known to mankind.500.000. There is one truth that the Wise Men of old felt to be so important. $25.00 – and of that $75. the penny aroused an amazing amount of attention.
means $1. or gets married.00 .$5.000. How much do you want to buy .” Will you begin NOW – TODAY? Will you fill out the little form attached. $1.00.00? “To begin”. What will you start with .000. $5. always ready to give you more than you sow. as safely – and pay so little for it? Do you know any way you can buy $25. which are like seeds sown in good ground that keep growing and growing.$5.00.000. © 2004 Presslink Publishing 140 .00 .000 as surely. “it is to be half done.00 on your $1.00 TODAY? Sincerely.00 .00 a week means $5.00 on your $25.00 a week now. year after year. or starts in business? Here is the one sure and easy way of having that money when you want it.$10.00? How much do you want to give to your youngster when he goes to college. convenient instalments each week that never depreciates in value.$1.$1.000.00 thirteen years from now. says Ansonius.000 or any other sum.00 . and pay for it in little. dollar bills or stamps to it covering your first remittance and mail it back in the enclosed envelope? Will you save the first $1.$25.000.000. pin your check. or the first $25.Do you know any other way you can buy $25.000.
Within a few months he is said to have cleared $200. In five years. For years. they’ve always had to order them specially at considerable expense. © 2004 Presslink Publishing 141 . The result has been that fine quality handkerchiefs individually monogrammed have cost from 75 cents to $1.000. and enclosing postage for their return or for remittance. Here’s the most unusual offer you’ve ever received. we’ve conceived the idea of monogramming handkerchiefs without orders (in quantities that would keep the cost low) and sending them by mail to a carefully selected list of Business Men who would appreciate the wonderful opportunity afforded them. it’s been the custom among well-dressed men who were fastidious about their handkerchiefs to have BOTH their initials embroidered on them. But up to now. a merchant in the clothing business in Buffalo failed. and he had to do something to keep them from starving. he had no money and little credit. (Your wife will quickly verify this). You will readily see that such handkerchiefs should cost 75 cents each when specially embroidered in silk with your initials.00 each.Letter #2 How Handkerchiefs were Sold by Mail A few years ago. For there were so many combinations of initials (630 to be exact) that no store could possibly carry them all in stock. Dear Customer. are fully-sized – 18 inches square and have a neatly hemstitched border. But he did have a family. You are one of the men we selected. So he got a friend to advance him a few dollars and with that he bought some cheap knitted ties. Your handkerchiefs are enclosed – four of them monogrammed especially for you WITH BOTH YOUR OWN INITIALS. Now. he sent a letter – offering the ties at 50 cents apiece. Here is the letter that successfully sold some hundreds of thousands of initialled handkerchiefs by this unique method. These handkerchiefs are of fine quality. Similar offers were speedily made by dozens of other concerns. While he was waiting for the bankruptcy proceedings to be closed. With the ties. it is reported that he made a couple of million. and started mailing them – without orders of any kind to lists of likely buyers.
If you’d like to keep these handkerchiefs, send us – not 75 cents each, not over 50 cents each – ONLY $1 FOR THE WHOLE FOUR. You can easily do it by slipping your check or money order in the enclosed envelope. But, if you don’t want to keep the handkerchiefs, just put them back in the envelope, paste the enclosed label and stamp over the address and shoot them back to us. Isn’t that a fair way to do business? It’s the only way we know in which individually initialled handkerchiefs can be sold so reasonably. When you send us the $1, in full payment for the handkerchiefs, please do not return the label with the stamp attached. Thank you! Every penny counts in selling handkerchiefs in this unusual way. Yours for unusual handkerchief value, P.S. There’s a birthday or anniversary coming up soon for some man you know, and you’ll be looking for just such an attractive gift as those individually monogrammed handkerchiefs. Why no double the amount of your remittance now, tell us his initials, and we’ll get the handkerchiefs off at once – either to him or to you!
© 2004 Presslink Publishing
Letter #3 Can High Priced Articles be Sold by Mail?
YES..though it is necessary to first use the inquiry-bringing type of letter to winnow out the few interested people, and then keep after those few with a whole series of letters until you land their orders. $25,000.00 worth of yachts were sold by mail this way. Inquiry-bringing letters and mailing pieces were mailed to them first, then to those interested, a series of letters and booklets were sent, and where possible personal calls were made. Here is a letter which was most successful in bringing inquiries for a machine selling for about $2,500.00. It was mailed to a restricted field – Public Service companies – and it brought interested inquiries in considerable volume.
Dear Sir, When Millions Were Actually THROWN IN THE GUTTER! “The most expensive gutters in the world” that is what they called the canals of 1830 which cost $200,000,000 to build and were doomed by the locomotive. What do you suppose they will call the trenches of today, where whole gangs of laborers, take days to dig up stretches of expensively paved streets, JUST TO LAY PIPES AND CABLES OR DRAINS UNDER THEM?” “The most expensive ditches in the world” – probably. FOR THESE SAME HOLES COULD BE BORED AT A TENTH OF THE COST WITH A HYDRAUGER! All the work of tearing up paving, all the expense of resurfacing, might just as well be thrown into the ditch, for all the need there is of it or all the good you get out of it. You see, the HydrAuger bores UNDER the street. It can make any size hole from 2 ¼ inches to 10 ½ inches. It can bore any length up to 120 ft. It works as fast as a foot a minute, AND IT COSTS ONLY !) CENTS TO £) CENTS A FOOT! “In 1930, we made plans for installing water mains in a newly incorporated borough”, writes the Richland Township Water Co. of Windber, PA, “through which passes three paved highways. Our permit was conditioned upon NOT BREAKING THE PAVED SURFACE OF THE HIGHWAY. Thirty or more crossings were necessary. The HydrAuger enabled us to do the work in 1931 at minimum expenditure. We know of no better or more economical machine for its purpose. We completed the job for less than half the estimated cost of tunnelling.” We can save more than half for you, too. May we tell you how? Your name on the enclosed card will bring full information by mail, without obligation. Sincerely,
© 2004 Presslink Publishing
Letter #4 They Said it Couldn’t be Done
Have you ever tried to sell fertilizer, shrubbery and the like to surbanites? It is not easy at the best of times, but during the depression, when you couldn’t get rid of real estate for love or money, and when the mortgage companies were taking over homes right and left, selling fertilizer and such for the lawns was a real problem. Yet it was done. And here is one letter that did it with amazing success. How to End worries Over Scraggly Lawns Dear Neighbor, With your permission, I am going to make an analysis of the soil of your lawn to determine – at my own risk and expense – what elements are lacking in it, what you need for stronger, healthier, more closely grown turf. Mind you, this will not cost you a penny or obligate you in any way. I am going to make this analysis just to show you how little is needed to correct the texture of your soil and make possible the growing of rich, thick grass. You see, soil gets acid or alkaline such as your body does. Let your body become too acid and the results are quickly apparent in sallow skin, eruptions, disease. Let the soil of your lawn become too acid and the grass on it will quickly grow sallow, faded, full of weeds and noxious growths. But that condition can be quickly corrected – the missing elements easily added – once you have determined what the trouble is. Will you let us make a chemical analysis of the soil in your lawn – and send you a report of it – WITHOUT COST OR OBLIGATION TO YOU? John Smith of Jamestown, VA, wrote us: “I should never have believed it possible that so slight a changing of the treatment of the soil could so quickly rebuild and re-establish a lawn. Your analysis showed us how to work wonders with our place.” Just your name on the enclosed card will bring you a FREE chemical analysis of your soil condition, with clear directions as to just what elements are needed to supply anything now lacking. A similar analysis from any chemist would cost you several dollars. Analysis will be made in the order in which request are received, so if you would like to get your orders quickly, please mail your card NOW or telephone. Sincerely,
© 2004 Presslink Publishing
Yes. The question is – what type of stocks will depreciate most? And what effect will inflation have upon various lines of industry? That is where the Blank Street Journal can be of genuine help to you. or into goods or real estate – or something that would go up in price just as fast as the value of his money went down. Before the War. With Our Compliments? Dear Sir: If the enclosed German Reichsbank Note for 100. Its purpose.000 mark German note.000 notes like this to get a Mark worth 24 cents in gold! That is what uncontrolled inflation did to German money.Letter #5 A 100. put out by the German Government.00 in our money. while common stocks and goods and real estate wil go up in value. reported that it was the most successful subscription-getter they had ever used. the old ones dropped in value. 100. it’s a real Reichsbank Note. As fast as new issues were brought out. until a man’s only chance to get ahead lay in putting his money in common stocks. The facts it brings to you each day are interpreted from the standpoint of the investor and of the © 2004 Presslink Publishing 145 .000 Marks pays for one minute of your time. But that isn’t all. Even with inflation under perfect control. But when this particular issue of notes was retired. Ina small way. but they are derived from original sources. Its facts are not merely timely.000 Mark Note To show how readily you can adapt to your business.820. here is an adaptation of the “Dollar Letter”…(see Letter #10) Pinned to the top of this letter was a 100. it took 10. for whom the letter was written.000 Marks were worth $23. an idea that has been used successfully in some other line. consider yourself engaged.000 Marks. something of the kind may occur here. Will You Accept The Enclosed German Reichsbank Note for 100. was to get the reader’s immediate attention and arouse his interest in the message of letter. like that of the dollar. the value of the inflated money is bound to drop. It worked so well that the Wall street Journal.000. and their accuracy can be depended upon.
and you will be out nothing. enabling you to invest your money or to plan your business with understanding and foresight. but it brings you FRE EXAMINATION of the first five copies. as it is to them. if they do not show you every phase of business and financial activity. The blank Street Journal is the source of information for countless statisticians. The enclosed cad entitles you to the next SIXTY ISSUES of the Blank Street Journal for $3. Yet the information for which you pay the high fees is just as readily available to you in the pages of the daily Blank Street Journal. Will you TRY it? Will you let us send you accurate news from the very heart of the financial center of the country NOW – when that news may be worth more to you than ever in your lifetime? Will you mail the enclosed form TODAY? Sincerely. Not only that. If these five do not make clear to you the financial trend.business man. just tell us to cancel. newspapers and market services. © 2004 Presslink Publishing 146 .
with the season near its end. Here is a letter that we used first on books. some of them will probably be on our hands until next Fall. It pulled so well that the 2.Letter #6 Close Outs End of the Season Sales are the plague of every merchant. 790 Leftover Ulsters At A Big Discount! Dear Sir. in Greatcoats that we sold in the past all the way up to $47. there were a couple of thousand returned or damaged sets on hand.65! © 2004 Presslink Publishing 147 . And you know how the Overcoat season is – if these Ulsters are not all disposed of before Christmas. and the order cost was found to be so low that it paid to deliver some 6. When the Simond’s War History sale was over. The price was reduced to 25 cents and a letter along the lines of the attached was mailed. So rather than carry any of them over until tehn. all of them – but we can’t be sure of having your exact size in the color you specify. The result is that now. used to dispose of the odds and ends of a stock of Overcoats. Here it is. Adapted to Travelling Bags. we have decided to make one sweeping reduction. distinctive. warm. we find ourselves with 790 coats left over – in all sizes – BUT WITHOUT A COMPLETE RANGE OF SIZES IN ANY ONE COLOR! There are dark grays and blues and beautiful brown heather-mixtures. double-texture pure wool cloth – for only $27.000 brand new sets on th orders that came in. It has been successful on every product on which we have used it. In the rush and excitement of selling.00 – really handsome colors. in the past two months. of 21.000 sets were disposed of at once.000 “Keep Warm” Winter Ulsters – there was no time to pay attention to exactly how sizes and colors were running. the letter did just as well. How to clean out the remnants of stock at a price that will appeal to the public and still leave a modicum of profit is something to make any advertising man rack his brain. beautifully tailored Greatcoats of fine. and offer these 790 smart.
Yours up to 790. You may keep the overcoat for a full week. in workmanship. But while these 790 last. Only 790 Coats Left We have just 790 of these double-texture all-wool Greatcoats to sell at this low price. the low price at which we are offering these last remaining 790 coats.This is the lowest price we have ever made on these all-wool “Keep Warm” Ulster Coats. if for ANY REASON AT ALL you don’t care to keep the coat. as fine-quality a Winter Greatcoat as ever you would want to wear. this opportunity to save money will not occur again. If you will just write your name and three simple measures on the enclosed card and mail to us. your chance to save on your Winter Ulster will go with them.65. you can get as perfect-fitting. But if you are so well-pleased with it that you don’t want to part with it. at an almost unheard-of-bargain. But do it at once. Then. Just try to find their equal – in style. as good-looking. When they are gone. in fine quality material for $40 or $50. PRESIDENT © 2004 Presslink Publishing 148 . just send us $27. we will send you a “Keep Warm” Ulster – that will exactly fit you – by prepaid Parcel Post. you can send it back AT OUR EXPENSE. SEND NO MONEY – simply mail the post card.
Every time you pack this Bag. But he wanted volume. It has a place for everything you need on a trip – and it almost “packs itself”. he offered a Fountain Pen with their name die-stamped on it in letters of gold. the same principle applies. No moisture can leak through it. but lately many friends have been writing that they would like a bit smaller bag than this – something light and inexpensive. the standard size Travelling Bag has been an 18 inch bag like the famous “Twentieth Century Bag”. 12% and even on some lists. Instead of only 3% or 4%. but with all the strength and fine appearance. Here’s the letter that did that: Will you accept one of the latest model. that attractive bait brought the orders up to 10%. pleasant and easy to render. you will be thankful for the TIME-SAVING convenience of its wonderful interior pockets. So he tried using a bit of bait. and got 3% to 4% of orders. He tired selling it on its merits alone. For years. to 14%. © 2004 Presslink Publishing 149 . Since the bag sold for $7. and 3% gave him an order cost of only $1. all the unique conveniences of the “Twentieth Century”. you know. high-grade hospital rubber. A client wanted to sell a new. self-filling Fountain Pens with your name die-stamped in raised letters upon it – in return for a little favor I want you to do? The courtesy is a small one. When you want to land a lot of orders.Letter #7 Using A Premium When you want to land a fish. small size travelling bag. Now we are trying one out – a bag so convenient that we don’t believe its equal has ever been made before – certainly not anywhere near the price. Ever have toothpaste or shaving cream get all over your clean shirts and collars? Or the stopper come out of a bottle and the contents run over everything? Then you’ll appreciate the convenience of the moisture-proof pockets lined with the long-wearing.95. you bait your hook with something that the fish likes. that was profitable. To all who would send for this new bag.
ties. underwear. therefore. put your name on the card an mail it now? I thank you for your courtesy. © 2004 Presslink Publishing 150 . telling me what you think about it. It’s a return for your courtesy in examining the RedypaktBag” and giving me your opinion about it. but it means a great deal to me. I would like to have your opinion. I would like you to try one of them for a week – USE it on your next trip – see how convenient. I want you to keep the pen as a present from me. The new model. but before doing it. Just your name on the enclosed card will bring a “RedypaktBag” to you to try out for a week FREE. These handy pockets are collapsible and take up no room when not filled. A wealth of packing space. And then tell me what you and your friends think of it. I am writing a few of our customers for their opinion of these new Travelling Bags.S.These five moisture-proof pockets will hold shaving gel. Won’t you. how handsome it is. self-filling fountain which I’ll send along will have your name die-stamped upon it. Naturally. We call the “RedypaktBags” because they’re handy for so many different uses. Gratefully yours. At the end of the week. P. On the opposite side of the bag are two full-length pockets with folders for carrying shirts. while your advice will still be of value to us. and I’ll be deeply grateful to you. They not only enable you to pack your bag in half the time it used to take. socks. and any papers that you need when you go on a trip. talcum powder or toilet water – all your toilet needs. It is a small favor. how time saving. if you should like the BAG so well that you want to keep it for your own. entirely free of charge. and leave the entire bottom part of the bag free to pack suits of clothes and other large articles. this special price holds good only if your card comes in at once. but they keep all your things shipshape. If you don’t want to keep it.95. And whether or not you keep the “RedypaktBag”. you can have it for only $7. We are thinking of making a general offering of these “RedypaktBags” all over the country. please send it back at my expense. Compare it with bags you have paid $2 or $15 for.
You know that for 34 years. we shall ask each of those whose biographical sketches appear in this “Who’s Who” to subscribe for one copy of So & So. © 2004 Presslink Publishing 151 .25. therefore fill out the Record NOW – while it is in your hands and mail it right back in the enclosed envelope? Thank you! Appreciatively. To make up for this however. Will you be good enough to give me your opinion of the value of a section? There will be no charge for the listing. But if we approach you tactfully and indirectly.giving a short biographical sketch with the offices you have held and all the outstanding achievements of you Club life. the leading Club Women of the United States have been recorded each year in the So & So of women’s Clubs. Here is an example of the indirect approach that worked well.00. but at a special pre-publication discount of 15% . Won’t you. Dear Madam: Would you be good enough to do me a favor? I promise not to ask too much. Your Club Activities entitles you to representation in this exclusive section. If that opinion is favourable. when you own or your club’s activities bring your name into the news. and even from this figure we shall give them as additional discount for advance payment. We shall greatly appreciate an expression of your opinion from you. . If we were to come to you. It would be too apparent that the only reason we were listing you was to get your $10. giving your Club connection and all those little personal items that Society Editors and others ask for. there is a good chance we shall get both your listing and your $10. but since each listing will mean considerable additional expense in the way of typesetting and the like. we shall send it to them – not at the regular price of $5. to determine whether it would add measurably to the So & So’s value to include an entirely new section – a “Who’s Who Among Club Women”. This year. and tell you that we’d be glad to put your name in some “Who’s Who” provided you would dig up $10 for a copy.making the net price to them $4. you’d shy off at once.Letter #8 An Indirect Approach The longest way around is frequently the shortest way home – when it comes to selling people an idea. please fill out the Record attached. a symposium is being conducted among the leading officials of Women’s Clubs. You can help to solve a problem which is of significance to all officials of Women’s clubs. The enclosed envelope needs no stamp.
“Name your own price”. with the result that we can offer you. eat up most of the profits of the busy ones. And those idle months. no one believes. too. like the famines of ancient Egypt. and therefore brought back their orders in profitable quantities. PRESIDENT © 2004 Presslink Publishing 152 . a Motor Robe that customers tell us could not be equalled in stores at anywhere near that price. So you’ve got to do more than claim that your price is low or you offer an unusual bargain. Yours for mutual cooperation. was the answer. The folder enclosed will give you some idea of the beauty and richness of this luxurious Robe. The card will be worth good money to you. Naturally. it is a bargain at this price. “A direct saving to me of at least $7. IF YOU WILL MAIL IT AT ONCE. at $9. but while three months’ output is a lot of robes. WY. We named a price.” wrote John Smith of Clarksburg. Business Man: “Name your own price!” said the manufacturer. It was accepted without cavil or question. You know how most factories are – busy and working overtime eight or ten months of the year and idle the rest.000 customers. The enclosed card will bring one of these beautiful new Carzy Robes to you for a week’s examination – FREE! No money – no risk – no obligation. Just the postcard. But what everyone claims.Letter #9 Bargains Everyone offers bargains – at least. Here is a letter that was unusually successful in convincing readers that they were getting something unusual in the way of price reduction. bargains like this won’t last long. Mr. And we did. We offered to keep this factory busy making new Carozy Robes all during the idle season. they won’t go far among our more than 300.85.50. We got this one manufacturer’s output for three months. You’ve got to show the reason why. when he saw his robe. everyone claims that if you take into consideration the quality and so on of his product.
it’s a REAL dollar – nice and clean and new. © 2004 Presslink Publishing 153 . Jones. But this was only the start. Here’s a dollar: Yes.for there’s going to be a lot of you who will send a five or a ten or more – when you mail my dollar back. plus more than 90% of the $1 bills mailed out with them. From the list of more than 150.000. Pinned to its top was a crisp.000 mailed. new dollar bill a real dollar bill. I have done this because I believe that every one is really kind.000 people who gave that $270. I’ve mailed a thousand dollars – in a thousand letters to a thousand people picked at random. after you’ve read this letter – but I don’t believe you will. Remember – both my dollar and your dollars go to help crippled children. Will EVERY ONE come back? Will everyone bring something more? Are people really kind – or REALLY heartless? Have I made a good investment? What is YOUR answer? Sincerely. So our subscription – which I’m starting in this way will be at least two thousand – maybe five . Keep it if you want to. The writer of this letter told us that from 175.000.000. he get back $270. Here’s what it’s all about: I’ve mailed an investment of a thousand dollars in human nature – human kindness. This thousand dollars is my subscription to the Blank Hospital – and I’m investing in the belief that every one will bring back several more – at least another – with it.Letter #10 The Dollar Letter Here is the most successful letter we have ever heard of p the famous “Dollar Letter”. way down inside – that no one is REALLY heartless and that the only reason why folks do not help where help is needed is just because these needs are not IMPRESSED upon them hard enough. This letter pulled better than a 90% response. then. “And that’s the mission of each of my thousand dollars – to impress the importance of a need. further subscriptions were secured to the amount of nearly $14.000. Dear Mr.
Men have been brewing beer for thousands of years. WITH A STROKE OF THE PEN. Along came a new process and a man named Carnegie to capitalize on it. of course. made fortunes almost overnight. Men with good brewery stocks should see them rise to almost phenomenal heights as did those “in steel” back in Carnegie’s day. ALMOST OVERNIGHT. well-equipped breweries soared overnight. it is one of the least expensive methods of selling known. they increased 48% in value. Yet if the record of earnings means anything. Here Is The Industry That Started MANY OF THE GREAT FORTUNES OF TODAY! Dear Sir. to find out who can be interested in that particular type of investment. Men made iron and steel for thousands of years. When “in steel” while this magic was in process. and which has so far escaped the notice of stock market investors. you can afford to send a whole series of follow-ups. is to send an inexpensive letter to your list first. Yet there is one brewery which has been in continuous operation in the same family for 77 years. PRESIDENT ROOSEVELT HAS CHANGED ALL THIS. that is only the start. To those who answer that letter. Breweries today should make even more. © 2004 Presslink Publishing 154 . Breweries were dismantled. To us. while the average of all stocks went up only 6%. The easiest way. May we tell you more about it? Sincerely. Here is a type of letter which has met with marvellous success in offers of this kind. booklets or make a personal call. and made a thousand millionaires. Along came Prohibition and practically closed the industry. with a splendid plant and a fine old name. it seems to offer greater possibilities of profit from small investment than anything you can put your money into today. COMES A DEMAND FOR BEER GREATER THAN THE COUNTRY HAS EVER BEFORE KNOWN! The stocks of the few active.Letter #11 Selling Securities by Mail How about selling stocks by mail? Millions of dollars of such sales have been made and when properly done. their working crews scattered to the four winds. In two weeks. BUT NOW.
At your request.00 from his lectures. It is radical. Every time you read it. It is stimulating. new sets of books and the like? By offering to the most likely lists of prospects. The encyclopedia Britannica. I shall be glad to send you one of the most talked-of little books ever written. Frankly. and then used it to send young men through College – Russel Conwell.Letter #12 Securing Inquiries For a Booklet How can you most easily find the people interested in new courses. Eliot’s Five Foot Shelf of Books. It is short. you will realize more clearly why Russel Conwell had so many thousand enthusiastic admirers.” The Secret of Effective Speech should be read by every executive who ever has to face a hostile audience. It is made up of rules and principles.000. Now For The First Time – THE SECRET OF EFFECTIVE SPEECH – FREE! Dear Sir. designed to winnow out from the other lists the names of all those interested in learning the art of Public Speaking. Collier’s offers a booklet telling in the words of Dr.” The principal part of it was written by perhaps the most successful speaker of modern times. but there is a tremendous lot in it. to send without cost a booklet of interest only to people desiring that particular type of knowledge. It is one of the most successful inquiry-bringing letters we have used. for instance offers a booklet containing sample pages and illustrations from its new Encyclopedia. author of “Acres of Diamonds. and thus finds the people who can be interested in Dr. Eliot of Harvard what he considers the essentials of a liberal education. It will cost you exactly one cent – the price of the stamp that will bring the enclosed card back to me.000. Will you use the postcard NO – TODAY? Sincerely. © 2004 Presslink Publishing 155 . The name of this booklet is – “The Secret of Effective Speech. Here is such a letter. that it is taking the country by storm.” with our compliments. we are taking this means of bringing to the attention of a few alert business executives a new method of teaching Public Speaking – a method so striking and simple. the man who made over $4. AND IT IS FREE! Your name and address on the enclosed card will bring you a copy of “The Secret of Effective Speech. but of the few common-sense essentials which Conwell found of most importance in his thousands of appearances on the public platform. whether that audience consists of one man or a thousand. You will like this little book. whose audiences hung upon his every word. yet so amazingly successful.
tennis racquets and a host of other products have been successfully sold by mail. They are the most powerful glasses of the kind we have ever seen at anywhere near the price. to give you “ting side” seats at every sporting event. There is even a concern in Baltimore which sells fine saddlery by mail and has built a surprisingly profitable business. We had a lot of extra powerful Officer’s Field Glasses shipped to us at those prices a month ago. you could get the finest achromatic day and night lenses at figures so ridiculously low as to seem like a gift. Fishing tackle. © 2004 Presslink Publishing 156 . And you know how conditions have been over there – many highly skilled artisans getting lenses for a month’s toil than they would for a single day’s work here. the finest glasses in the world are made in Central Europe. but up to a few weeks ago. Here is a wonderful way to add to the enjoyment of your trips. The result? Bargains as you will never get again.Letter #13 Sports appeal – Sales Appeal Sports articles are notably successful in mail selling. Now the Far Distances are Yours WITH MAGIC EYES THAT SEE FOR MILES! Dear friend. to bring anything you want to see within a few feet of you MULTIPLYING YOUR OWN EYE-SIGHT BY THE POWER OF THESE EIGHT MAGIC LENSES! Four-Mile Eyes – that is what they give you. For those who love sports. Bargains such as we never dreamed of being able to offer in fine Field Glasses. Here is a letter that sold Field Glasses by mail. golf clubs and balls. and sold them in goodly quantities. Prices are higher over there now and are stiffening rapidly. Its basic idea is just as applicable to dozens of other products that appeal to all sportsmen. and equipped with compass and focusing scale. spanning distances like the fabled seven-league boots of childhood. For the hunter. they make a nearby window or hilltop as desirable as the most expensive “ring-side” seat. they add a zest that doubles the enjoyment of sightseeing. Filled with specially large achromatic day and night lens. Yet for a little while. they can be had FOR LESS THAN THE COST OF A SINGLE SEAT! You see. where you can get lists of people interested in any particular sport. and they are beauties. they are a necessity. They have just been unpacked and gone over. For the tourist or traveller.
On that understanding. $7. I will send them to you. an endless source of pleasure and usefulness. They are the only 8-lens Galilean Field Glass with compass and leather case that sell for less than $30. © 2004 Presslink Publishing 157 . our expense. Sincerely.95! Not only that. post-paid. stronger.95 makes them your own. and mail it NOW? You will never have another such opportunity.00 to $40. and through them I can mount the high tension wires on a hill a couple of miles east of here. And the reason? These glasses were made for the use of Army Officers. will you put your name on the enclosed card. I can watch every move of the builders. If they were football players. for a week’s FREE EXAMINATION and TRIAL! SEND NO MONEY! Just your name and address on the enclosed card will bring a pair of these extra-powerful. If these are not clear.I have a pair on my desk before me as I write. I could see them better than from the choicest seat. I am going to let you have a pair for $7. send them back. will you TRY a pair of these Magic Eyes? With that distinct agreement. more satisfactory in every way. If you are willing to part with them for any reason. send them back.00 a pair. TRY them! Test them against the finest glasses you can find selling at $30. Otherwise. and through these glasses. and they had to be good.00! But while they last. *-lens Officer’s Field Glasses to you at our risk. but if you mail the enclosed card right away.
or fifteen years from now. ten. you are sure of his interest. as was ever Aladdin’s wonderful Genie-of-the-lamp of old.Letter #14 Using Pressure Want to start a business of your own by mail? Here is a letter that brought in more than $1. it embodies every feature of the successful selling letter. You can grant that in a moment on the enclosed special “Courtesy Card. When you prove to him that he can learn how to work such a miracle before he pays out a single penny. My Dear Sir: Would you like to see $1. awakened. but TODAY. health. After that.00 grow to $60. can carry you on to fame and fortune almost overnight! A Genie-of-your-Brain as powerful.$8. 1925! I am going to send these little books to you – with no obligations on your part – for you to read and ACTUALLY TRY OUT for a week at my risk and expense. They make your Day Dreams. These books are probably not like any you have ever seen before because: They are about YOU! They show you that you have been using but a small part of your real abilities – that back in your “subliminal mind”.D. Every man wants to see his money grow. Every man wants to make money. A.00 grow to $500. as capable of satisfying your every wish. This letter is high-pressure…too much so for many projects – but for those that can stand it.000. you have his attention.00 worth of orders for a new concern in its first six months.000. your visions of wonderful achievements.00 . When you start by asking your reader if he’d like to see one dollar grow to a hundred. of fortune. as the scientists call it.” © 2004 Presslink Publishing 158 . But – there’s just one thing – I don’t want to send these without first getting your permission. the bringing back of the actual order is mere detail. is a sleeping Giant who.00 by next March? Let me tell you how: I am going to send you within the next few days a set of seven little books. and happiness COME TRUE – not five.
find these little books are everything I say about them (and you’re to be the sole judge). how much would you expect to pay for them? $30. good only on this ADVANCE EDITION of $6.00? That’s what ordinary courses.00? $100. send only $1. then they are not for you. not even their regular price of $13. If within 6 months these little books have not brought you the pot of gold at the foot of the rainbow.) And that isn’t all! If within 6 months your $1. which merely promise to show you how to do some special kind of work. Certainly.00 – if you can’t credit to the $6.00? $50. or for no reason at all. you need send me – NOT $50. BUT HERE’S THE MOST IMPORTANT PART! If you. there’s absolutely no obligation on your part to pay for them. You can return them for ANY reason. Send them back and get your money! © 2004 Presslink Publishing 159 . if this one will do the half of what I’ve promised you.00 of ADDITIONAL EARNINGS – send back the books and I’ll refund to you cheerfully and in full every cent you have paid to me for them. cost you. it will be worth all of that – and more! Well – if you decide to keep these books.50 – but my SPECIAL INTRODUCTORY PRICE TO YOU.00 a month for eight months.00 or $100. There are no conditions – no strings attached of any kind to this offer.85! (If you prefer the more convenient monthly payments.85 you pay for this Course at least $500.When I send the books.00.00 hasn’t grown to $60.
Those four letters were used over and over again.Letter #15 Using the “You” Element There is a concern in one of the Eastern states which built a business running into the millions on four letters. in all parts of the country. I had been looking for such a garment for years – a coat I could wear on all occasions and be proud of. Mr. for they are really TWO COATS IN ONE – a perfect raincoat for stormy days and a well-appearing Topcoat for cold and windy days.85 to $23.50 for their coats. All those letters were built around the most important and interesting subject you can write about to any reader – HIMSELF. free of charge: but I can’t send one in your size without knowing your height and weight. Over 36. NOW FOR ONE MONTH ONLY – WE ARE OFFERING THESE “RAINPROOF” COATS AT THE LOWEST PRICE AT WHICH THEY HAVE BEEN OFFERED IN THE TWO YEARS -$14. Here is the most successful of those four letters – “Will you give me a little information about YOURSELF?” Dear Sir: Will you give me a little information bout yourself – just your height and weight? I want to send you one of our famous “Rainproof” Coats (designed especially for substantial Business Men) for you to examine.65! From Ohio. They finally wore out.. More than 36. writes: “I never got as much comfort and satisfaction out of any coat as I have from the “Rainproof”.000 keen business and professional men who have ordered “Rainproof” Coats during the past two years paid us prices varying from $17. but after several years’ rest.000 Men-of-Affairs. wear these “Rainproof” Coats on rainy days. they are again good for an occasional mailing. Vice-President and Treasurer of Blank Cement Co. year after year.” © 2004 Presslink Publishing 160 . John Jones. They are just the kind of coat EVERY well-dressed business man needs in the Spring and Fall.
65! Hadn’t you better drop the postcard into the mail RIGHT NOW – while you can take advantage of this Special Offer? © 2004 Presslink Publishing 161 . and accept my thanks for the privilege of sending it to you. great usefulness and good value. and mail it to me? Then I can send you one of these famous “Rainproof” Coats – in your exact size by Parcel Post for a week’s FREE TRIAL.And this is just one out of hundreds of letters and telegrams that have come from men who have ordered these “Rainproof” Coats and been delightedly surprised with their fine style. Won’t you fill in your height and weight on the enclosed postcard. You can examine the coat at your leisure. with no insisting clerks at your side. If you don’t think it is just the kind of coat you’ve always wanted. just fire it back at MY EXPENSE. But remember – this is the only month in which we are going to offer “Rainproof” Coats at the special “lowest-in-years” price of $14. and WEAR IT A FULL WEEK FREE.
The Golden Mailbox by Ted Nicholas (first Lesson) The Golden Mailbox How To Run a Successful Mail Order Business by Ted Nicholas & Stuart Goldsmith © 2004 Presslink Publishing 162 .
by Peter Woodhead Lesson 1 .Picking a Mail Order Winner Lesson 3 .More Secrets of the Copywriters Lesson 7 . Brochures and Card Decks Lesson 10 .Getting started Lesson 2 .Finding Great Lists Lesson 8 .How to Turn Your Company into a Million Dollar Success © 2004 Presslink Publishing 163 .Secrets of Great Copywriters Lesson 6 .Paper and Ink Products Lesson 4 .Contents Introduction .Writing Killer Copy Lesson 5 .Killer Ads Lesson 9 .Selling Products via Catalogs.
This spells opportunity to them!! They see this as a win-win situation. you should begin to consider it. you can get your fingers badly burnt in the Direct Mail game. I wonder who he thought was number one? But between them. two/three years ago. but if you follow the guidance set out by two of the industry’s best – you’ll not go far wrong. This ten lesson course is absolutely jam-packed full of everything that you need to know to start a successful Direct Mail business. They already have their market on the Internet. He is. compared to say. Ted and Stuart have put together the best home study course that there is on the subject of Direct Mail. And you should be doing the same! Make no mistake. In fact you will go far. quite literally. now they are going to exploit the vacuum left by the amateur Direct Mailers. Why are they doing this? Because they have realised that the Internet has become a crowded place for some products and that they have also noticed a vast reduction in the amount of Direct Mail Sales letters that they receive.Introduction Ted Nicholas hardly needs any introduction. a living legend in the Direct Mail world. Stuart Goldsmith was once described by Gary Halbert as the second best copywriter in the world. it’s pulsating from start to finish. Enjoy the course. Even if you do not market right now using Direct Mail. Peter Woodhead © 2004 Presslink Publishing 164 . All today’s Internet gurus are now marketing via a mixture of the Internet and good oldfashioned snail mail.
and we will be sharing this information with you. if you follow this course carefully you could be weighing your own money a few years down the line too. not to mention the kudos that goes with having a company of your own. Ted and I have taken tens of millions of dollars out of this business and neither of us knew a thing about it before we started. life experience of whatever it is they are advising you upon . running your own company gives you the very best chance of making money in this world. Nothing. Making money is something we never grow tired of. but nothing can equal experience like Ted & I have accumulated whilst running our respective businesses over the past twenty years. What's more. even when we keep tripping over the bundles. But who can you turn to for good business advice? Only Take Advice From People Who 'Walk the Talk' Believe me.that is.Lesson One .this is what counts in business and life in general. we've got so much hot. experience is what makes the difference between success and failure. You could go to a seminar run by someone who waffles on about making money in direct marketing. and I was an electronics engineer at a major communication Corporation. Ted sold ice cream and fudge at roadside cafes. real. The problem is that they're not actually managing. Creating Wealth Your own business is the best way there is to become financially independent whilst enjoying yourself more than you thought possible. or have managed. or indeed any other profession.Getting Started Welcome to the Golden Mailbox Congratulations for taking this first step to financial independence! Ted and I would like you to give yourself a big pat on the back for taking the initiative and embarking on this course. You should only ever accept advice from people who 'walk the talk' . a direct marketing business themselves. We know all the keys to success and also how to avoid the many pitfalls. In fact. What's more. inside information to share with you that you can do the above again if you like. You will get an immense amount of satisfaction from running your own show. people who have solid. Why? Because the directmail business is one of the easiest and most profitable businesses it is possible to run. but then anybody can talk about making money in this. You would be amazed at the respect this commands from people. If your advisor has never conducted the © 2004 Presslink Publishing 165 . and that's what counts. We've both made so much money out of this business that we can no longer count it we have to weigh it! You could do exactly the same as us.
New Jersey. Stuart immediately resigned from the large Corporation and started his own successful electronics design company. Meet Your Course Advisors Ted Nicholas was born in Asbury Park. and it could cost you dear.” After accidentally discovering the raw power of marketing. Ted has run highly successful marketing seminars for entrepreneurs and marketers with over seven thousand people attending his seminars. Ted had started 18 companies. He was honored as one of America’s top business owners at age 29 and invited to The White House to meet the President of the United States. He has direct-marketed over four billion dollars worth of products and services in 47 different industries. using his own money to test each idea. thus building an invaluable knowledge of the real techniques for success in this business. By age 37. He started his own business from scratch at the age of 21 .” For the last 10 years. he quickly developed this business into a chain of 30 Candy and Ice Cream parlours in six US states.000 copies sold in 19 countries). Stuart fortunately met a man who explained to him the principles of Marketing. The legendary copywriter Gary Halbert recently described him as “The second best copywriter on the planet!” His sales letters and adverts have made him many millions of dollars. Other titles include “Powertrans” and “Privacy. He was an Internet pioneer with one of the first successful websites in 1995. age 34! Six months later he had started his first mail order company and written his best selling book “The Midas Method” (200. lecturing. Profile of Stuart Goldsmith Stuart Goldsmith graduated in Electronic Engineering at Reading University in 1973. Amongst his 14 other best selling titles are: “Where The Money Is and How To Get It”. USA. It's all either hot air or something they have read in a book or manual. He sold his 50% share to his partner in 1987 and attempted to retire. "Secrets of Entrepreneurial Management” and “Magic Words That Bring You Riches.” The following years saw Stuart learning the inside secrets of direct mail the hard way.“Peterson’s House of Fudge. He is widely known as “The Entrepreneur’s Entrepreneur” in the US. writing (his other titles include “The Inner Circle” and “Seven Secrets of the Millionaires”) and consultations with aspiring millionaires. His first book: “How To Form Your Own Corporation Without a Lawyer For Under $50” sold 1. © 2004 Presslink Publishing 166 .kind of enterprise they are spouting knowledge about then don't bother listening to them.2 million copies. Nowadays Stuart divides his time between running his highly successful direct-mail publishing company (Medina).
but didn't. Yet a great many people whose conscience would balk at being involved in the above do consider slightly shady areas of business. You will look back on your life filled with regrets for the things you could have done to make it more wonderful and passionate. life will quickly pass you by and before you know it you'll be drawing your meagre state pension and wondering where the years went. Stealing it is obviously not the answer! We will even state firmly here that any form of shady business is also beneath you. If you still think you can make money working for somebody else. Stealing it and Other Shady Dealings Since we're covering all ways of getting rich. We say this from the heart: Don't let this happen to you.you won't you are far more likely to go broke trying. It is so much easier to run a scrupulously honest and fair business than it is to lie awake at night worrying when your little 'scam' will be exposed. we only work a three-day week . Even top directors of major companies do not earn as much in a year as we make in a couple of months! What's more. allow us to shatter this illusion once and for all. or to steal it. places and countries you could have visited will still be nothing more than unfulfilled dreams. If you have this mindset. and each week their hopes are dashed once again.I hope you are reassured that we really do 'walk the talk' and that our knowledge is practical.000 years that is! The likelihood of this happening to you is so remote that you simply cannot rely on this as a method of getting rich. not theoretical. They pin their hopes of being released from doing a job they hate on winning the lottery. You will never make the kind of money that will allow you to retire after ten years or less by working for somebody else. They wouldn't dream of cheating their next door neighbor. You have to take action today. like you already have done by purchasing this course.if you can call it work! Winning the Lottery You could of course be lucky enough to win the lottery . it took them longer to reach their directorate position than it took Ted to make his first million! We wouldn't like to experience the stress that they're under either.if you live for the next 200. Life really is too short to hope in vain that something will come along and free you from a lifetime of drudgery. Few people reading this course would consider that dealing in stolen goods or trafficking drugs was an honorable profession. you have to run your own show. All of life's exciting adventures. we should mention that the other methods of making money are to marry into it. inherit it (or be given it). but a lot of © 2004 Presslink Publishing 167 . Do not even begin to think that you can 'get rich quick' by operating a disreputable company selling junk products . and yet we know of dozens of people who do just this. Working For Someone Else If you want to make great money.
. Direct marketing. Whereas with mail order. And you know what the best bit is? You're not working to make somebody else rich. For the novices amongst you. Think of them as the ingredients of an exquisite recipe that when combined will produce a meal of such wonder that people from all over the country will be queuing-up outside your restaurant in order to sample this culinary delight. The Only Business Worth Running So now that we've disposed of 'working for the man.in comparison to mail order. suppose one day the chef gets lazy and leaves something out or uses an ingredient of inferior quality. that only leaves running your own business. They begin to go elsewhere. there are two aspects to direct marketing: mail order and direct mail. But which business? There are tens of thousands of possibilities. We're here to tell you that this is not the way to wealth or happiness. and indeed any other venture or relationship is like that. my most successful being a mediumsized electronics corporation. 40 years of © 2004 Presslink Publishing 168 . making money in mail order is a gift. When each ingredient is of the highest quality and nothing is left out then the recipe is a success time after time. Where people were once queuing in their droves to savor this mouth-watering speciality they are now dissatisfied and question its appeal. it is simply a matter of doing the right things well in the correct order. The success of a direct mail/mail order business rests upon the quality of the chief components. yet my annual turnover was at most a quarter of what I make at the moment and I had ten times the staff and overheads! We now wouldn't touch any other business and you shouldn't either .' luck and crime as methods of getting rich. and Ted's being a chain of roadside fudge stores. 30. Why Run a Business in Direct Mail/Mail Order? Compared to working in a typical job. What Exactly is Mail Order & Direct Mail? This business is all about selling goods and services through the post. However. People return to your restaurant again and again because they trust you and know they will get an excellent meal. We had both operated other businesses before getting into this one.. you advertise your product in the press and people respond to your advertisement with money for the product or service being promoted. No slogging away for eight hours a day. five days a week for the next 20.gullible customers seem like fair game. all other ventures are a complete nightmare. Success in this business is NOT a hit and miss affair. Direct mail involves sending out letters direct to people's homes and in return they send you money for the product or service described within the letter. unless you are lucky enough to marry into money or receive a large inheritance. The only business worth your time and effort is the one we have been successfully running for the past twenty years: direct mail and mail order.
Like paid holidays becoming law for temporary and part-time workers and it's just tough luck if you haven't budgeted for this. that getting rid of them can be a real headache. It also prevents you having to take out a loan to cover your initial living costs until your business generates sufficient capital. Face-to-face customer contact 5. We.) 4. Ted runs from his home in Switzerland . You can easily make 20 times what you're earning now for no more extra work than you normally do. literally overnight. a direct mail/mail order operation can be started in your spare time. have had experience with them all and so you would do well to take our advice. you keep. We'll let you in on a secret: Making money in most other businesses is nearly as bad as working for somebody else! This is because they require most if not all of the following: 1. with just one person: you. For example. inventory. In contrast to this nightmare. Staff 2. furniture. Huge initial outlay (franchise. because they 'need' it. I now run my own operation entirely from a laptop computer. Premises 3. Staff Having staff is a pain in the neck.your irreplaceable life to line somebody else's pockets whilst all you get is a miserly wage. I no longer employ people (all of my work is done by a fulfilment company). no staff. You can run this business part-time at first (evenings or weekends) until you have proved to yourself that it works. no premises. I will never employ © 2004 Presslink Publishing 169 . Even a very large mail-order operation does not have to employ people. No. you could be employing people on terms that suit you only to find that things have changed. etc. and then move into it full time. and as politicians are constantly 'improving' things for workers. wherever I happen to be in the world. Running your own show means all that you make. on the other hand. rather than sending a quick e-mail to their buddies. but no longer. computers. Oh. make sure they are writing that letter you asked them to. it's because you've not yet had the misfortune to suffer these things. Plus there is so much legislation around designed to keep lazy staff in a job. We both went through phases of employing dozens of people. You constantly have to motivate them.again. You have to check that they're not running up your phone bill chatting to their boyfriend/girlfriend/best buddy about how many beers they had last night before they fell over in the street. Professional qualifications The direct-mail business does away with all of these ghastly things! If you don't believe they are ghastly. This way you don't need to risk giving up your job until you're making enough money to sustain your current lifestyle. Even good staff can be a burden and we both have both had good staff.
Working from home is so much better than renting office space because you would have to generate a lot more capital each month to cover these expenses. Huge Initial Outlay Spending $250.like most wage slaves. a bank account separate from your personal one. because it means you're more inclined to be careful and follow our advice to the letter (and therefore likelier to succeed).another soul as long as I live .000 to start a business is fine if you have that kind of money to begin with. although you'll have to be quick because prices are going up. Surprisingly this can act in your favour. whereas you're already paying for your home. but we bet you don't have an outlay of that sort to risk on a new venture. sipping a drink and 'working' on my business via my laptop. but not absolutely essential.000? A fascinating. allows you to start off very small in comparison. And what do you get for your $250. a telephone would be preferable and a computer is really helpful.the cards are stacked firmly against the employer and in favour of the employee. getting a suntan. And that's it! Face-to-Face Customer Contact © 2004 Presslink Publishing 170 . This may seem incredible. The direct marketing business is so mobile you could run it from a laptop whilst sunbathing on a beach. We think you've got to be crazy to want to make a trifling wage just so that you can run your own show. Premises When you run a mail order business. You don't 'roll out' (send larger mailings) until you're sure you're going to make a killing from your mailshot. Another great thing about not having business premises is that it makes your company so much more mobile. rip-roaring company where you're chauffeured around in a limousine. you do not need to have a store or office or 'real' physical location.I would have to drag myself out . sitting on my balcony. It lacks sex appeal. There's no need to be concerned if you don't have a lot of money to get started. Personally we can't get excited about owning a small fast food outlet. Direct marketing however. Making $30K a year would not make me leap out of bed in the mornings . What could be better than fattening your bank account whilst getting a suntan? I have actually done this. a business name. You could probably just about get a small fast food outlet. customers are not put off by what appears to be (and probably is) your home address. Whereas having big bucks can make you careless and tend to run before you can walk. To get started in this business you will need some headed paper. Once you are making a lot of money you can purchase or rent an office if you feel the need. but a lot of business ventures don't make that much money. you test all the way using small amounts of money. Most recently I was on a remote island in the Pacific. No.
Professional Qualifications You will not require a degree or any special training like most normal 'well paid' jobs such as lawyers and accountants to make money in direct mail. If you love meeting new people then this business is ideal for you too. What kind of customer contact can you expect? Well. because when you become a master at direct marketing you can do seminars that are tied-in to your current products. In the direct marketing business you can sit around and answer the telephone in your underwear if you want to and your customers will be none the wiser.Nearly all other businesses require you to deal face-to-face with your customers.something you sell to your existing customers .mail & mailorder means that you are unlikely to have to deal with customers face-to-face but customers will telephone you with credit card orders. 80% of your business will come from 20% of your customers. the nature of direct. queries and possible complaints. Plus a lot of people's perceptions of you come from how you look and dress. because there are © 2004 Presslink Publishing 171 . We will be sharing with you later on in these releases a brilliant formula for working your back-end to the peak of its moneymaking capacity. If there were no customers you would not be in business. As it is. as you need only look as far as your existing customers .if they were happy with the products you previously sold them. especially if you find it a strain to deal with people you don't know well. and most importantly providing your customers with top quality products. For this reason alone.for the simple reason that if there were no customers then you wouldn't have a business! We are curious if you have realised the immensity of what we have just said. then many will be eager to hear this extra. So although you will not be meeting customers face-to-face. you can hire a professional copywriter to write your promotions for you. keeping meticulous records of all orders being sent out to avoid unnecessary delays and mix-ups. The implication for you being this: treat all your customers like VIPs. We are not suggesting that you will never have any customer contact. Complaints can be kept to a minimum by shipping orders as soon as possible (preferably the same day that you receive the order). customer service is of such paramount importance that we have included vital information in these lessons on how to keep your customers happy and coming back for more of your products. What's more. Finding the attendees for your seminar is simple. hot inside information. you will still have to treat them courteously and with respect. they are the lifeblood of your company. You don't need to have any writing skills. which is fine if you can afford to spend a small fortune on the latest Armani suit but most people can't. In case you missed it we will repeat it again for you. It is no hindrance to your success if you are unfamiliar with the mechanics of mailing letters. and this can be a real pain. This is a superb example of how a 'back-end' idea .can make you an absolute killing. There is no business free from interactions with the customer . this is the only business we know of where you can be lacking in the necessary expertise yourself and still be profitable.
You should aim © 2004 Presslink Publishing 172 . all you have to do is pick up the money when they transfer it to you! Some Other Advantages of Direct Marketing There are so many advantages to mail order over any other business. and yet still make thousands of dollars a day. they find it far more exciting than if they had merely gone out and bought it. you are providing a service and as a result your company's prosperity is dependent upon its quality and smooth functioning. Your role is to act as co-ordinator to keep things ticking over nicely.you can work in this way from anywhere in the world (should you choose to). without any staff.fulfilment houses who provide this as a professional service . and not just for items they cannot easily obtain in the shops. And why should they go through this rigmarole when they can order from the comfort of their armchair (made especially easy if they have a credit card) and then relax whilst you do all the work for them. you can set up and begin trading straight away. preferred way of shopping.it's like Christmas. because people are busier now more than ever. or customer contact. You don't have to apply for any kind of licence or permit. You've probably experienced all these irritations yourself and know what it is like. It's the fulfilment house that takes your orders. or unhelpful assistants. Why Direct Marketing is so Lucrative Direct mail/mail order is where the action is. With direct mail/mail order. Increasingly.they will take and process all your orders for you. the ability to run your company on auto-pilot . queues. and in many cases. which means you decide on the promotions and then simply make a few phone calls to bring it about. all you need is a good telephone line. They also loathe having to haul themselves round shop after shop because they are unable to find the item they are looking for. There is something magical about receiving a package in the post . The trend towards mail order buying is on the increase because people begrudge fighting their way round packed stores and then waiting ages in a queue. people prefer to shop directly from their home. This set-up offers another huge advantage of direct-mail/mail-order. that we wouldn't dream of promoting anything else. a post office drop-off point and preferably a computer. A lot of people genuinely love buying through direct mail/mail order. banks the money and ships your products. all that you need is contained within this course. Bear this in mind. which you would need to do if you were setting up in the restaurant business for example. People's leisure time is precious to them . This frees you to travel all over the world. People will only deal with you if it's less arduous than buying from shopping centres.after they've spent all week working they don't want their free time eaten up by traffic (and shop) congestion. Consumers now see ordering for items through the post (and increasingly over the Internet) as a safe. you don't need to get permission from the government to get started. premises.
you study the marketplace to find out the kind of things that are hot sellers at the moment and then source a product or produce a 'paper and ink' product.to make it a simple and hassle-free operation for your customers to interact with you.g. 2. People buy on emotional impulse and back up their decision with logic. that fits this market. 6. which is why we said that anybody can get into it. For instance. so what you must do is to target your product at a particular niche in the market. ideally your product should appeal to both men and women. if it were only © 2004 Presslink Publishing 173 . What are the Components of Direct Mail? Running a direct mail business consists of successfully carrying out the following seven steps: 1. This may seem obvious but you would be surprised at how many people claim to know this and then ignore this essential piece of wisdom. Sourcing Your Product The secret to sourcing a profitable direct marketing product is: know your market and what they want. E. people want to live forever. It's easier than you think to find your niche. they need life insurance. will result in lacklustre sales. or both. Sourcing a product Writing a successful sales letter Sourcing a suitable list Testing your list Rolling out Receiving your orders Fulfilling these orders There's nothing in that list to keep you lying awake at night worrying! Direct mail is beautifully simple. You study your market. 3. Trying to sell to everybody is impossible. because you'll be the only person selling it. Below is an overview of the seven primary components of direct mail. and then produce or source a product that fulfils this requirement. Appealing to people's wants will result in so many people sending you orders for your products that you will become wealthy. Trying to sell to people's needs. find out what people want (that's want not need). 4. However. The more original and unique your product the more successful it will be. so you want to come up with a product that will still appeal to a large percentage of the population. 5. 7. Let us look at these seven areas in a little more detail: 1. Find a want and fill it. the narrower your niche the smaller your audience. you must always pander to people's wants (desires) not their needs. That's another tip.
Ted and I are both evangelists for 'paper and ink' products because they do not have the same easily quantifiable value that limits the price you can charge for other products like electrical goods. or creating wealth. 2. We will now have a brief look at each: (i) Headlines Headlines are considered to be the most important part of any direct mail copy (or mail order advert) that you will write. It's easy to find out what is selling and what is not when you know where to look. Honesty and integrity are vitally important . In general. or take out an ad in the press) to sell to existing customers than it is to gain new ones. We will reveal the kind of products that are hot at the moment and how to keep track of which direction the market is heading.targeted at say women. Writing the Sales Letter The sales letter (called copy) is made up of four important elements: (i) the headline. And don't worry if you're unsure about how to research the market. because it's the first thing your prospective customers © 2004 Presslink Publishing 174 . if you don't. A book on arthritis cures. such as make-up. and in my opinion you will deserve it. you may find it less hassle to sell products that are fairly light. If you think you can get away with selling poor merchandise then this business is not for you. However. Most people would balk at paying more for a TV or CD via mail order than they could get in any shop. would. and (iv) the order form. You can now purchase almost anything through the post. (ii) the body copy. clothes etc. Ted and I have both sold 35 page manuals for $77. This does not apply to paper and ink products. Also. some are more profitable and easier to sell than others. You must provide good quality products. and out of these. So something like a TV would not fit this description. Unhappy customers will not buy from you again and repeat custom is what makes you rich in this business. each of about 25 pages long for a total of £$300! And people have been happy to pay these prices . it is far easier and a lot cheaper (because you don't have to rent a list. you will get complaints and your customers will demand refunds. we've already done most of this for you. (iii) the offer. abandon all hopes of ever running a successful business of any kind.particularly in mailorder which has a slightly tarnished reputation. you would instantly have lost 50% of your potential customers. there are proven direct marketing product categories which we will be telling you about.we have hundreds of unsolicited letters from our customers testifying about the tremendous value our written products have brought to their lives. You can get round this by selling something that will appeal to (virtually) all women and that most would normally buy. books for $297 and courses consisting of 10 lessons. Ditto for men. In fact. non-fragile and do not have moving parts. inexpensive to package and post.
My own book The Midas Method continues to sell well after 12 years! Headline: How You Can Give Up Your Job and Make a Million Dollars Instead! It may surprise you to know that if you go over a certain word limit in your headline your sales letter or ad is almost guaranteed to fail. Not bad for one book. to ones that do moderately okay. We will also share with you other inside secrets so you can create stunning headlines yourself. If your headline doesn't command attention and force them to read on. The headline is like the tasty bait that gets readers hooked into reading the body copy. then it will come across to your audience and they will enjoy it also.once you have created a great product it will continue to make you wealthy for years. we will reveal them to you in this course. if you do.will see and so it has to grab their attention. As with headlines there are a lot of rules for writing successful copy and like most rules they can be broken. In addition. even decades. no matter how good the headline and body copy. I'll be demonstrating in a later release how you can increase your order response rate by 25% for virtually nothing and for no extra effort! © 2004 Presslink Publishing 175 . Through that book alone he went on to make 24. then you've lost 90% of your potential customers before you've even started.they can't help themselves! These words work like magic! Millions of dollars have been spent on testing the pulling power of these words. One of the secrets to creating six-figure income from copy is to have fun whilst doing it. disclosed to you in these releases. Millions of pounds have been spent on researching what works best. and the best thing is that 20 years later it's still selling just as well. this means you don't have to waste any of your money finding these things out the hard way! For example. to come. That's the beauty of direct mail . but not until you have mastered the basics. there are certain words in the English language that act as powerful magnets that drag people into reading your copy . (ii) Body Copy Writing copy is a craft and one that you can master using our step-by-step method for success. down to those that fail miserably. Until then you would be wise to follow our guidelines to the letter. but we could quite happily labour on headlines for that kind of return. Ted Nicholas wrote 217 headlines for his book on corporate forms before he finally came up with: "How to Form Your Own Corporation Without a Lawyer for Under $50" His persistence paid off though. 90% of the success of your direct mail letter or advert is down to the headline. These seemingly little things can make the difference between a super successful headline that gives you so many orders you can't open your front door.5 million dollars! We don't know about you.
People often fall down on their order form by making it too complicated to fillin and so lose a lot of orders as a result. Once opened. your mailshot might not look like junk mail. into the waste bin. Good copy should therefore stir powerful feelings in your readers: anger. Overcoming People's Resistance to Your Sales Letter What we said earlier about people's time constraints also applies to scanning your letter . The purpose of the goodies is to increase your response rate and is usually a free gift that is related to the product you're selling. Your copy should lead with benefits and then follow with some features to satisfy the customer's logical decision and give you and your product credibility.if it looks like junk mail it will often be ditched. unopened. would be how good he/she would feel whilst driving it and how they'd be the envy of all their friends. no matter how good your copy. An example of a bad offer would be "Genuine $20 bills .Benefits. your letter needs to be read or a potential sale is lost. clear and logical. As we mentioned earlier. plus some extra goodies to tempt them to order. (iv) The Order Form It is essential that your order form is easy to fill out. the features would be its twin cam engine and ABS. This latter is know as a 'speed premium' in the trade. And it doesn't matter how © 2004 Presslink Publishing 176 . The gift must be worth something.you would get a zero response. you can't give it away either. You must tell the reader precisely what it is they need to do and lead them step-by-step through the process.yours for only $10 plus shipping" I think you will agree that nothing will save that offer . They act to justify his or her buying decision. that way you get a feel for its simplicity (or not). not features are the vital components of good copy. guilt. pride are all provocative and can be used to your advantage. A useful thing to do after you have created your order form is to fill it out yourself and preferably get a friend to do the same. these inform your customer's logical brain that it's a great car and worth buying. pretend you were selling a car. it may appear to be a personal letter and that way it won't get binned. people act on emotion and then back up their decision using logic. Never use a failed product as part of your offer. but few people read mailshots that don't immediately grab their attention and so yours needs to catch their eye. For example. people will assume it is a letter of enough importance to be opened and that's what you want. fear. The benefits that you would weave into the copy. So. the offer has to be sizzling . We know this sounds obvious. greed. bear this golden rule in mind: if you can't sell it. Notice the emotions attached to this? (iii) The Offer The greatest copy in the world will not sell a product if the offer is no good.a great product at a super price. Everybody loves to receive proper letters and if your letter does not shout 'junk mail' on the envelope. Other incentives include free reports or a price reduction for responding early. However.
Ted and I are both millionaires because we follow certain rules (we will be showing you all of them) to ensure our letters are opened and read. Instead. it's often boring to read and stirs-up no emotions in you. This will be coupled with a superb offer and an order form that is simple to fill in. 3. not only is it dishonest but it is also illegal.great your product is if you don't get a fair shot at telling them about it. An easy way to distinguish good from bad copy is that if you opened the letter and felt compelled to read the body copy after seeing the headline. compelling headline on the first page will ensure they go on to read the body copy. This is a useful exercise to do as you can improve your own copy writing skills by reading other people's. you should keep these in a folder. and that you would normally sort unopened straight into the waste paper bin. go through it and try and pinpoint what it is about each letter that made you like it or not. as these are the people most likely to respond. Bad copy is obvious. Were the headlines eye-catching and the copy interesting to read? Did the contents make you feel the company was honest. One way this can be achieved is by it looking like an honest-to-goodness letter. When you have collected enough copy. Mailshots should be targeted at audiences who have bought similar products through the post before.this contains examples of great copy which they can raid for ideas if inspiration is lacking! By the way. then enjoyed perusing the contents. on no account should you plagiarize (steal) someone else's copy. you can. How to Improve Your Copy-writing Skills We want you to start saving all your 'junk mail'. If you want to use it again. but you must pay the same fee again. This is a policy used by the best copywriters and is a good habit to take on. You will 'rent' these names and addresses for your own mailings. and a big. All good copywriters keep a 'swipe file' . They handle © 2004 Presslink Publishing 177 . In other words. and the other for poor copy. because there are people in the world whose sole business is to compile and market such lists. They're called list brokers. other direct mail attempts to get you to part with your hard-earned wages. Finding a suitable list is easier than you might think. or did their offer come across as shady or inflated? Were their claims credible? These are just some of the aspects that make great copy and this exercise will help you to identify them. Even better. Sourcing a List A typical list is a compilation of customers who have previously bought from another mail order company. The rental allows you one-time use of that list. and get some effective ideas for your own too. Loads of bumph not falling out onto the floor. There are other aspects of a list which can enhance your response rate even further and we will be telling you all about them in a later release. have two folders. One for what you think is good copy.
There are also some neat ways of quickly compiling your own that we will be telling you about. yet it's an original product not unavailable anywhere in the shops (we can't think why. Testing also enables you to estimate the profitability of the roll-out mailing prior to spending a lot of time and money on it. 4. 10%) of the rental money. We won't go into the details here. So a bad list results in almost zero sales. If the test response was less than 1%. having first tested a small percentage. You would only write the first few issues (there is no need to write more than this until you know you're on to a winner). What is a profitable return? You only need a small percentage (between 2% and 5% greater than 10% is extremely rare) of the whole test number to respond for your mailshot to be profitable. The very best list is usually your own that you have built up over the years through successful sales. say 5. we will demonstrate how you can build one.. Sounds good? They're new. Remember. you would be wise to try another idea.. If the test results were only 1%.000 if you're on a low budget. a bad one on the other hand can result in you losing a lot of money. You have to be very careful when selecting a list. your mailing has nearly worked and you just need to improve upon some part of your mailing. Having a good list broker can be your ticket to making your fortune. as list renting can be like a minefield for the uninitiated.95 on a mail order product. and will be on the 'roll out'. and from the number of replies you receive you can determine how successful your mailshot was. Testing Your List Direct mail is the only business we know of where you can test your product. Most likely you will start off renting someone else's and we will show you how to profit from this. And if most of the people on this list have a similar aversion to gnomes then the company are not going to take many orders. You perform a test by mailing to a portion of the list.lists on behalf of their clients and retain a percentage (e. Here's why.000 recent names of people who have just spent $49.would you part with your money? Not a chance. the 'roll out' is where you mail to a large percentage of the list.. For example: say you had an idea for a newsletter. and then do a small test to determine if © 2004 Presslink Publishing 178 .. your market and your offer at the same time.g. Pretend for the moment that you hate garden gnomes and you receive a mailshot for glow-in-the-dark garden gnomes that sang a tune when night-time descended . Supposing (after you have mailed) the broker tells you that they all live in high-rise tower blocks? Oops! No gardens there! What are your sales going to be? Close to zero. Although it is unlikely that you will have such an asset of your own to begin with. they're hot and they buy through the post. Obviously this depends on your product and margins.000 names or 1. So we'll be telling you how to source a good list (it's not hard) and how to avoid the pitfalls. Supposing you were trying to sell these gnomes and the broker offered you 10. A great list is a direct marketer's most treasured resource. but it is possible to deduce where the problem lies.). Worth a try? It depends.
the chances of your succeeding are firmly stacked in your favour. The cost of merchandise (e. we have designed this course with the purpose of enabling you to create winning products and to market them effectively. The reason is to avoid mailing your customers with an offer they have already responded to. you roll out. you need to deduplicate your existing list of customers against these rented lists. if that's what you want. as it happens. then when the response has been assessed. Only a fool with money to burn would mail out 50. The beauty of direct mail is that should your product fail you have risked very little and with only a small expenditure to mail the test names. But let's say you had a good response to your test in the above example. CDs) that you have to buy-in can be kept to a minimum by only retaining a small stock of them (preferably on sale or return) until you are sure it's a winner. with no idea as to whether the list is going to bomb or his mail shot needs some changes doing to it. clothes.enough people are interested. he/she will give you the names and addresses printed onto self-adhesive labels which you can then peel off and stick on your envelopes. You must not advertise a product and then try to source it if the response looks promising. but rapidly move to the disk option. Receiving Your Orders © 2004 Presslink Publishing 179 . including Ted and me. The broker will also supply these to you on disk. We will state here that every guru we know. like a newsletter. is also illegal. You will not be gambling. if they aren't you cut your (minimal) losses and move onto your next project.list brokers have to make a living as well! For your information. You must source it first. This. Why? As you build a customer base. and the customer expects to receive it within a few days of placing their order. you usually go for the labels option. 5. This is a golden rule in business. you would proceed to roll out (mail to the rest of the names on the list) and make lots of money! When you rent a list from a broker. can be reduced by only writing the first three parts of say a course. which you physically couldn't do. Rolling Out 'Rolling out' simply means mailing your letter to the whole list. If they are. decide that it is worth your while to source it. You must never advertise a product. have come up with products that have bombed.000 names straight off. 6. you can only use this approach for something that takes a short time to create and where the customer would expect to get it on a particular day of the month. When starting out. This applies to all products. Production time (if it was a paper and ink product you were selling). Having failures is a fact of life and is nothing to be scared or ashamed of.g. However. You have to pay him/her for them of course . the cost is about 10-15c per name. You wouldn't do this with a book because it takes too long to write. If you follow our advice. You should even see them as an advantage because you learn so much more from them. of which you' have only tested a small sample. To allay any fears.
you must consider using a fulfilment house to handle your orders for you. if you get 60 replies in the first ten days. Often the first to arrive are the returns ("Gone Away" . In other words. it is certainly possible to run a mail order business without this facility. Here goes: Open each letter individually and save the envelope. or the check is folded into a small square and tucked into the bottom of the envelope. if the payment is by check you ensure that the amount in words and amount in figures agree. rather than opening them all together and binning all the envelopes. Eventually those first envelopes arrive. All your customer has to do is pick up the phone. you must process all orders quickly and efficiently. For example. A rule of thumb: you have had 50% of the response on the tenth day after mailing (assuming normal post).it is they who will smooth the path for you. Whilst on the subject of credit cards . Nowadays I do all of my mail-order handling through a fulfilment house. You check the order to make sure it has been filled in correctly and that payment is enclosed. This process involves the two important keys to the growth and success of direct marketing . but it is worth it to avoid the hassle. Failing that. If the order is fine. Not having a credit card hotline and being unable to take credit cards can cost you dear in lost sales. that it has been signed and that the date is correct. you enter the details onto the database system (use Microsoft Access as a good starting point) and stick the check in a pile for banking (that's the nicest bit!). or you can tell from the postmark that that illegible squiggle on the order form is meant to be Boston. "Mr Jones died five years ago") and the abuse ("Please don't send any more of this trash to my address!") but then the orders start to come in and you quickly build a picture of how the mailing has done. They'll charge a fee. dial your number and order the product he or she wants. Most people buy on impulse and your business having a credit card hotline allows them to do this. The most thrilling part of mail order is the period between sending out the promotion (or placing the ad) and receiving the orders! It can be both worrying and thrilling at the same time.spontaneity and ease of purchase. or more seriously from a legal perspective. © 2004 Presslink Publishing 180 . have their credit card charged twice because of your inept record keeping. people (quite rightly in our opinion) get very annoyed if they don't receive their order promptly.the wide use of credit cards are a real boon to the direct marketing business. The only way to get credit card facilities is to have a great relationship with your bank . You keep the envelope because sometimes they've written the address on the back.One of the things we like best about direct mail is that people send you the money first before they receive the product! However. the final count will be around the 120 mark How to Process Orders The most effective way of giving you a brief overview on how to process orders is to give a step-by-step formula. If you have not got such a relationship.
For improperly filled-in orders. you paperclip everything together and place it to one side on a 'to do later' pile with a brief description written on a post-it note of what is wrong. as this is vital to the smooth operation of your company. have a standard letter for each problem. pack each product individually. you print-off all the orders that you entered onto the database onto address labels. "no payment" "check not signed" "illegible address". telling them precisely what they need to do without sounding patronising and then send this letter and the whole order back to the customer. Now that we have covered the basics of Direct Mail let us take a quick look at mailorder space advertising. What Exactly is Mail Order Advertising? © 2004 Presslink Publishing 181 .g. and then ship it. E. Finally. You can do all this yourself when you start out. we have had few postal hiccups.If there is anything wrong with the order (check not signed. Keeping track of all replies ensures that you know where every order came from in case of customer query and keeping accurate records lets you determine the profit or loss of any advert or mailing. Printing the labels. It means your direct mail letters will be delivered. your copy has made them realise that they cannot possibly live without it! You made it easy for them to order with a simple order form and so now all you need to do is to ensure that the goods are in their hands within a few days of them placing their order. and your customers getting the products you've sent out. The availability of next day delivery is just as important. order form not filled in properly). The result: a winning transaction . The last stage is to pick and pack the product ready for posting. Ideally you should send the product out the same day that you receive the order.people want their goods now. certainly not in a few weeks time . you print off a label for each customer who requires a product and pass these to your 'shipping department' (that's you. We've been involved in direct marketing for many years now and thanks to the efficiency of the post office. after you've had a cup of coffee!). You would print-off the appropriate (polite) letter explaining why you couldn't process their order. stick the correct label onto it. 7. and later employ a fulfilment house to do it all for you. We live in an immediacy society .you're happy and they're happy.and tests have shown that when you include the words 'Next day delivery upon request'. Fortunately we have a reliable postal service. We know this sounds obvious but think what a shambles your business would be if this were not the case. the safe receipt of all orders. You've brought the product to their attention. Fulfilling Orders Time for a quick recap. To fulfil orders. your orders can go up substantially.
Mail order advertising differs from direct mail only in the method of reaching prospective customers. they lose a lot of money on the first follow-up mailing. whereas an ad taken out in the press will be about six inches by four inches or smaller! In this tiny space you have to catch the attention of the reader and then convince them that you're product is definitely worth buying. you first source your product. The response to your ad has to be instantaneous because the greater the time lapse after © 2004 Presslink Publishing 182 . Writing Advertisements Like the sales letter. body copy. We shall elaborate on writing ad and sourcing space. and they make their money selling the 11 other (equally tacky) fairy dolls in that range to the same people. with true-to-life(?!) features and gold rimmed wings'. you must have an immediate and profitable response to your advertisement. we don't need to go into any of the others. That way you can make the maximum amount of money for minimal effort and initial expenditure. the offer and the order form.we have made hundreds of thousands of dollars from advertisements that we've taken out in the press and we will be demonstrating in a later lesson how you can do the same. yes and no. ads are made up of the headline. You then need to write your ad. Your ad in the press has to seize their attention. As with direct mail. Here is something rather startling: most advertisements in magazines and newspapers lose money. source the space and place your ad in the press. as you see them all the time they must be doing something right? Well. Typically they lose big money on the first advertisement. With mail order. receive your orders and fulfil them. increase our list. You see examples of them in magazines advertising things like 'exquisite hand crafted porcelain fairy doll. and then work the 'back-end' (sell additional products to them in the future). break-even on the second follow-up mailing and then make money on the third and subsequent mailings. But first we want to tell you about the kinds of advertising that definitely will not work for you in mail order. the main difference between the two is the amount of space you have in which to cram these things. and like direct mail. Most sales letters are between four and sixteen pages long. by this we mean the instant they have finished reading your ad they're dialling your number with their credit card at the ready or dashing out to the post-box with their order. The only reason they keep going is because it provides them with the opportunity to build their list of customers. otherwise it won't be read. 1. Surely. with mail order you take out an advert in the press rather than sending out a sales letter direct to people's homes. as the idea is the same as for direct mail. No easy feat! Don't worry though . Personally we prefer our advertisements to make money up-front.
2. Believing that you are just as worthy of a rich and fulfilling life as those people already living so . The reason for this is that I was paying the top whack for my space and so was losing money on my ads. It's no good being filthy rich if you're miserable. it was a long time before I realised that everybody else was getting the space at a discount. plus much. I wish somebody had been there to tell me when I was first starting out. This business really is unequalled for ease of start-up. You can prosper from our experience and discover the easy way. Getting what you want in life is all a matter of belief.no matter how brilliant it is. and that's where we come in. Easy enough to do isn't it? Yet how many ads in magazines and newspapers do you see that fulfil these requirements? Not many. Your advertisement will need an eyecatching headline to ensure they read the rest of the text. without wasting any money. it took me a year and twenty grand to discover it the hard way.you do have to work for it though (this is an inescapable fact of reality). We will also tell you which magazines and newspapers are the most profitable and those in which your ad is guaranteed to fail .we hope we have convinced you of how perfect this business is. Sourcing Space The mail-order business is all about buying advertising space and not about selling product! This one line of wisdom can save you thousands of dollars and months of frustration. as it is. Final Say on Direct Marketing (for this lesson) We will finish extolling the advantages of direct-mail/mail-order for this lesson . Therefore you need to know how to write highly effective ads that'll have them sending for your products in droves.reading it. but more importantly fantastic returns! How to Get What You Want in Life We now want to spend a short time telling you about some of the really important things that we've learnt over the years. the less likely they will be to order. much more. A good ad will have body copy that is easy to read with an enticing offer and order coupon that is simple to fill in. you take © 2004 Presslink Publishing 183 . So we suggest that if you don't already set your goals. your marriage and friendships are complete disasters and you've just come out of hospital after your second heart attack! It's all a matter of balance. Writing down your goals and then visualising them coming true is a potent technique for turning yesterday's dreams into tomorrow's reality. This way you will make a whacking great profit rather than a thumping loss. particularly for those people with very little in the way of start-up capital. to test cheaply and how to secure bargain advertising space for a fraction of what the tabloids would like to sell it to you for. minimal risk.
The complete course will very shortly be available here: “The Golden Mailbox” © 2004 Presslink Publishing 184 . card-carrying 'marketing gurus' (!) we both started off flat. Our advice to you is to keep your job until your business is making enough money to switch over to doing it full time. That's all for this lesson.what you say to yourself is essential Getting Started We have put this in at the end because we have been asked this question repeatedly over the years and our integrity compels us to share this with you. it is up to me Succeeding is no harder than failing You've got to have goals. next we shall be telling about which products can make you very rich indeed! P. Direct mail and mail order allows you to create your product and do an initial mailing in your spare time. Always remember. Most people on deciding to set up their own business immediately wonder if they should give up their current day job in order to concentrate all their time on it. so take them to heart: If it is to be. The following maxims are very powerful and will propel you into success. they don't just do the best they can .S. "Seeing as you have to think anyway.there's a big difference The greatest obstacle is in your own mind .a piece of paper and a pen and do so. NOW! Do not underestimate the power of this simple process. such as evenings and weekends. whilst still maintaining your current standard of living. Only when you are sure that your business can support you in the long run do you detach yourself from your source of assured income. stony broke and with zero knowledge of direct marketing. goals are dreams with headlines and deadlines Think small and you will stay small. although Ted and I are now official. you may as well think big" (Donald Trump) Wealth is a state of mind Attitude is 80% of success. aptitude is 20% Perseverance is more important than talent or genius Millionaires do what is necessary.
Hopkins PAGE 11 13 43 47 55 III IV. V VI. AXIOMS OF ADVERTISING Joseph H. Foley VIII. 65 77 93 115 VII. ADVERTISING COPY AND THE WRITER Frank Irving Fletcher THE ADVETISING WRITER WHO IS BIGGER THAN HIS AD George L. BAD AND INDIFFERENT Richard A. THE RESEARCH BASIS OF COPY J. COPY – GOOD. Appel 127 151 177 © 2004 Presslink Publishing 185 . LLD EMOTION AND STYLE IN ADVERTISING COPY James Wallen SOME LESSONS I HAVE LEARNED IN AD-VERTISING Claude C. MacManus. Dyer HUMAN APPEALS IN COPY Bruce Barton THE UNDERLYING PRINCIPLES OF GOOD COPY Theodore F.Masters of Copywriting (Course) Table of Contents CHAPTER PREFACE The Editor INTRODUCTION J. George Frederick IX. Harry Thompson I II. George Frederick WORDS ARE THE WORKING TOOLS T.
COPY THAT IS AND ISN’T Harry Tipper XIX. Nesbit XVIII. XXII. Christine Frederick XV. Feland COPY DON’TS J. Bourne XXIII. THE SALES POWER OF GOOD COPY AS DEMONSTRATED IN BOOK ADVERTISING Helen Woodward XX. A. LOOKING AT COPY AND LOOKING INTO IT Harry E. Ph. THE HUMAN SIDE OF IT Wilbur D. BELIEVABLE ADVERTISING O.K.M. SIMPLICITY IN ADVERTISING COPY Humphrey M. WHAT MAKES GOOD RETAIL COPY Ruth Leigh XXIV. Fraser 185 197 209 215 225 XIII WANTED .. Cleland XVII. THE COPYWRITER’S WORK BENCH John Starr Hewitt XXI. Holmes.A. ADVETISING COPY AND THE SO-CALLED “AVERAGE WOMAN” Mrs. THE ART OF VISUALIZING GOOD COPY Ben Nash XXV. THE PSYCHOLOGY OF THE PRINTED WORK A. Owen XVI. OLD AND NEW DAYS IN ADVERTISING COPY John Lee Mahin 247 265 277 289 305 313 329 349 361 373 383 © 2004 Presslink Publishing 186 .D.X XI XII COPY FIRST Kenneth M.BY THE DEAR PUBLIC Charles Addison Parker XIV.R. Goode MAKING ADVERTISEMENTS READ F.
© 2004 Presslink Publishing 187 .
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