Salesmanship In Print

On Telling Your Full Story:   When you get a person's attention, then is the time to accomplish all that you ever hoped for.   Bring all your good arguments to bear.   Cover every phase of your subject.   One fact appeals to some, or one to another.   On Art in Advertising:   Pictures in advertising are very expensive.   Not in the cost of good art work alone, but in the cost of space.   Anything expensive must be effective, or else it involves much wast.    So art in advertising is a study of paramount importance.    Use pictures only to attract those who may profit you.   Use them only when they from a better selling argument, then the same amount of space set in type.    http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On the need to be specific:   Platitudes and generalities roll of human understanding like water of a ducks back. they leave no lasting impression whatsoever.   One expects a salesman to exaggerate.   But just for that reason, general statements count for little.   So a definite statement is usually accepted.   Actual figures are not generally discounted.   Specific facts, when stated, have their full weight and effect.                                                                   http://www.virallistgenerator.com/2573

Salesmanship In Print

" Don't think that those millions of people will Read your ads just to find out if your product interests them.   They  will decide by a glance at your headline or headlines.   Address the people you target, and focus on them only."   Now  On Psychology:   A competent advertiser will learn and understand psychology.   The more he knows about it, the better.   He will learn that certain effects lead to certain reactions, and use that knowledge to increase results and reduce mistakes.                                                                                                                                         http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On The Proper Use Of Headlines:   "The purpose of your headline is to pick out prospects whom are interested, You focus only on those Prospects."   People well not be bored in print.   In Print they choose their own  companions, their own subjects, their own tnterests.   There may be products which tnterest them more than anything else in a magazine.   But, they will never know it, unless the headline tells them.   The vast difference in headlines is shown by keyed returns.   An identical ad ran with various headlines, differs tremendously in its returns.   It is not uncommon for changes in headlines to multiply returns five to ten times over.                              http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On The Lessons Of Mail Order advertising:   It's alot harder to get mail orders, then it is to get buyers to the store.   Its hard to sell goods that can't be seen.   Ads that do this are excellent examples of what  advertising should be.   Mail order advertising is figured dowm to the fraction of a penny.   The cost per reply and the cost per dollar of sales, show utter exactness.   The most common way of comparing one ad to another is by use of a coupon.   We offer a Free sample. a Free report, a Free gift,  or something to induce a direct sale.   Thus we learn the amount of action each ad brings.   But these figures are not final, one ad might bring too many worthless replies; and another may bring replies that are valuable.   So our final conclusions are always based on cost per customer or cost per dollar of a sale.                                                                                                                                 http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On Offering Service:   "Remember that the people you address are selfish, as most of us are, Not all but most. They care nothing about your interest or your profit. They seek service only for themselfs.   Ignoring this fact is a common mistake and a very costly mistake in advertising."   Now, On The Lessons Of Mail Order Advertising:   " Mail order advertising tells a complete story, if the purpose is to make an immediate sale. As you can see there is no limitations there, on the amount of copy." The motto here is, "The more you tell, the more you sell."               http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On Proper Attitude:   When you plan and prepare for advertising, keep in mind a tipical buyer.   Then be guided by what you would say, if you met the buyer face to face.   The advertising person studies the consumer.   He placeses himself in the shoes of the buyer.   His success largely depends on doing this exersize in excluding everthing else.                                                                                                                                                   http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On the length of Ads:   Some say, be very brief, people will read but little.   Would you say that  to a salesman?   With a prospect standing before him,  would you confine him to say a certain number words?  That would be an unthinkable handicap.   So in advertising, the only readers we get are people whom our product interests.   No one reads ads for amusement, long or short.   Consider them as prospects standing before you, seeking information.   Give them enough to take action.                                                                                                    Http://www.virallistgenerator.com/aff/2573                  

Salesmanship In Print

On Salesmanship In Advertising :   Advertising is salesmanship.   Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes.   Thus every advertising question should be answered by the salesman's standards.   The only purpose of advertising is to make sales.   It is not for general effect,   It is not to keep your name before the people,   It is not primarily to aid your other salesman.   Advertising is multiplied salesmanship.   Therefore every ad should be a supersalesman.   There is one simple and right way to answer many advertising questions. Ask yourself, would this Ad help a salesman sell the goods?   Would it help me sale the product if I met the buyer in person?                                                                                                     http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

"True Advertising is just salesmanship multiplied."   When we multiply nothing by ten thousand we still have nothing as a result.   When we multiply a pretty picture, or a catch phrase, or the mere name of a firm, or article, a thousand times we have comparativetly nothing as a result.   "But when we multiply one thousand times a good, strong, clearly,  expressed reason why, a person should buy the article we want to sell, we then have impressed, through advertising, one thousand more people with that reason the if it had been told verbally to one person by the same sales man."   Listed on the next few pages are some excerpts from one of the best books on Advertising:   Scientific Advertising by Claude Hopkins, published in 1923.   David Ogilvy, who heads one of the largest advertising agencies in the world, once said this of Claude Hopkens's Scientific Advertising Book:   "Nobody should be allowed to have anything to with advertising, untill he has read this book seven times. It changed the course of my life."                                                                                                                              http://www.virallistgenerator.com/aff/2573

salesmanship In Print

These time tested secrets come in a large part, from old direct marketing pros.   These guys wrote copy in the 1920s and 1930s.   Their ideas worked great then and still work great now.   Even though the rest of the world has become obsessed with "image", "RassFeeds, and "what looks good".   These veterans only care about what makes money, Period.   I've chosen many excerpts from the pages of their books to share with you.   here's an excerpt from John E. Kennedy's book, Reason Why Advertising :   "ADVERTISING"is just salesmanship on paper. It is the means of muultiplying the work of a salesman, who writes it, several thousand fold.   With the salary paid a  single salesman it is possible, through Advertising, to reach a thousand  customer for every one he could have reached orally.   It is also a means of discovering, and developing, new customers where they were not previously known to exist.   These facts are mentioned here because few business men have a correct Idea of what true Advertising should consist of.                                                                                                                             http://www.virallistgenerator.com/aff/2573

How To Become An Expert At Writing Headlines

Your headline is the deciding factor on whether or not your prospect will read your ad.   It is the most important element in advertising.   Spend the time that's necessary to write winning headlines, and watch the response to your advertising sky rocket!   If you want to discover more about how good headlines can make you wealthy!   Go to www.groupmm.com and click on:    "Advertising Magic", and    "How To Master The Art & Science Of Writing Killer Ads & Sales Letters."                                                                                                                                 http://www.virallistgenerator.com/aff/2573

How To Become An Expert At Writing Headline, 3

Once you have taken the time to write down the benefits, you will have a stack of cards ( maybe hundreds ) that you can use for your headline ideas.   Isolate the most important customer benefit and use it to create your headlines.   Sometimes, one of the benefits may turn out to be the actual headline. ( also, use the index cards when writing your ad or sales letter ).   Here is a checklist to use when evaluating your headlines:   1.   Does my headline communicate the strongest customer benefit?   2 .   Does my headline answer the question:   "What's In It For Me?"   3.   Does my headline offer a reward for reading the ad?   4.   Is my headline clear and direct?  Does it communicate a complete message?   5.   Is my headline getting attention with a powerful sales message?   6.   Does my headline motivate my prospect to keep reading?   7.   Is my headline speaking directly to my targeted procet ?   8.   Is my headline interesting to my prospects,  or does it bore Them?   9.   And finally, is my headline an ad for my ad?   Remember, the difference between a good headline and a bad one is the difference between success and failure in advertising.                                                                                                                            Http://www.virallistgenerator.com/aff/2573                                                              

How To Become An Expert At writing Headline, 2

I Have hundreds of index cards with headlines.   When it's time to write a headline, I use these index card for ideas.   Here's another trick for writing headlines:   Before you attempt to write a headline or any form of advertising, you should write down all the benefits of your product or service on 3x5 index caeds.   Write a single benefit on each card.   When writing the benefits, remember to write them from your prospects point of view.    ( also, convert the features of your product into benefits).                                                                                       http://www.virallistgenerator.com/aff/2573