Salesmanship In Prient

"The time is fast coming when men who spend money are going to know what they get.   Good business and efficiency will be applied to advertising.   Men and methods will be measured by the known returns,   Only competent men can survive."   Effective advertising is not about building your "image" or being cute.   Its about persuading your prospects or customers to take the action you want them to take, NOW!   Its Salesmanship In Print.   To discover even more about advertising that sucks money out of people's wallets like a vacum cleaner, Go To www.groupmm.com  and click on   "Maximum Profits In Direct Marketing."                                                    http://www.virallistgenerator.com/aff/2573                                                                      

Salesmanship In Print

On Good Business:   We see countless Ads running year after year which we know to be unprofitable.   We see wasted space, frivolity, clever conceits, entertainment.   Many an advertiser has little or no idea of his or her advertising results.   You see other ads which you may not like as well.   They may seem crowded verbose.   They are not attractive to you, for you are seeking something to admire, something to entertain.   But you will note that those ads are keyed.    The advertiser knows that they pay.                                                                                 www. virallistgenerator.com/aff/2573

Salesmanship In Print

On The Key To Effective Writing:   In a sales letter as in ads, the importent point is to get immediate action.   Offer some inducement in your ads.  Or tell about what delaying may cost them.   Note how many successful sales letters place a limit on an offer.   It will expires on a certain date.   This is all done to get a prompt decision, to over come the tendency to delay.                                                                                                                              http://www.virallistgenerator.com/aff/2573

salesmanship In Print

On Negative Advertising:   To attack a rival is never good Advertising.   Don't point out others faults. The selfish purpose is apparent. It looks unfair, not sportsman like.   With your product, show the bright side, the happy and attractive side, not the dark and uninviting side of things.   For instance, don't show the wrinkles you propose to remove, but the new face as it will appear.   Your customers know all about the face left.                                           http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On The Importance Of Individuality:   A person who desires to make an impression must stand out in some way from the masses.   And in a pleasing way.   Being eccentric or abnormal is not a distinction to covet.   But doing admirable things in a different way gives one a great advantage.   We try to give each advertiser a becoming style.   We make him or her distinctive, perhaps not in appearance, but in manner and in tone.   He or she is given an individuaiity best suited to the people he or she address.   Then we take great care not to change an individuality, which has been proved appealing.   Great pains have been taken not to change our tone ever.   We also don't want people to think that salesmanship is made to order.   That our appeals are created, studied, artificial.   They must seem to come from the heart. and the same heart always.                                                          http://www.virallistgenerator/aff/2573

Salesmanship In Print

On Dealers Vs. Advertising:    On most lines, making a sale without converting does not count for munch.   Sales made by cnviction by advertising are likely to bring permanent customers.   People who buy through casual recommendations from dealers often do not hold up.   The next time someone else gives advice.   Your object in all advertising is to buy new customers at a price that earns a proft.   You have no interest in trade at any store.      http://wwwvirallistgenerator.com/2573

Salesmanship In Print

On The Need For Test Compaigns:   Almost any question can be answered, cheaply, quickly, finally, by a test campaign.   And that's the way to answer them, not by arguments around a table.   Go to the court of the last resort, the buyers of the product.   There are many surprises in advertising.   A project you laugh at, may be a great success.   A project that you are sure of it's success, may fail.   All because of different tasttes.    None of us know enough about people's desires to get an average viewpoint.   We establish averages on a small scale, and those averages always hold true.   We know our cost, we know our sale, we know our profit or loss.   We know how soon our cost comes back.   Before we spread out, we prove our undertaking is absolutely safe.   So today there are no advertising disaters piloted by men, in the know.

Salesmanship In Print

Putting a price on a sample greatly retards replies,   Then it prohibits you from using the word FREE in your ads.   And that word FREE, will more than generally pay for your samples.   Don't exspect your prospects to pay for your selling efforts.   Three out of four will refuse to pay... perhaps nine out of ten.   But we do not give out samples promiscuously.   The product is cheapened. It is not introduced  in a favorable way.   Give samples to interested people only.   Give them only to people who exhibit a stroung interest in some way. Samples sometimes double advertising cost.   They often cost more than the advertising.   Yet, When used right, gets customers.   And that is what you want.                                                                                                               http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On Developing An Effective Strategy:   Advertising is much like war, minus the venom.   We need Strategy of the ablest sort, to multiply the value of our forces.   Sometimes a campaign depends on the product's name.   Sometimes a price must be decided.   Competition must be considered.   What are the forces against you?   What have they in price or quality or claims to weigh against your appeal?   What have you, to win trade against them? What have you, to hold trade against them, when you need it?                                                                                              http://www.virallistgenerator.com/aff/2573

Salesmanship In Print

On Trying To Change peoples Habits:   Now changing people's habits  is very expensive.   But great successes have been made by going to people whom are educated already and are getting their wants.   On The Need For Information When Writing An Ad:   An Ad writer, to have a chance at success, must gain full information on his subject.   An advertiser will often painstakingly read for weeks on some problem that came up.   Genius is the art of painstaking.   The advertiser who spares the mednight oil will never go very far.   Thus an advertising campaign is usually preceded by a very large volume of data.   Even an experimental campaign, for effective experiments, cost a great deal of work and time.   The uninformed would be overwellmed to know the amount of work involved in a single ad.   Weeks of work sometimes.   The ad seems so simple, and it must be simple to appeal to people who like things simple.   But, behind that ad lies reams of data, volumes of information, and months of research. "So this is no lazy man's business."                                                                                           http://www.virallistgenerator.com/aff/2573

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 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