In this post, Craig talks about 7 ways that famous advertisers and copywriters have changed the world with advertising campaign and have sold millions of units of their products.

1. Make it about them
   
   Make it about the potential user. This is a thing that a lot of companies mess up is that they only talk about them, but they don’t talk why it’s going to be exciting for the user.
   
   Shaan jumps in and refers to this thing: Super Mario Marketing.
   
2. Make it an event (nothing attracts a crowd like a crowd).
   
   Back in the days, elevators were not really popular because every now and then, there would be news of an elevator accident. This guys, Otis, invented a braking system. But the first year, he only sold 3 elevators…
   
   Then, he met this guy, PT Barnum, one of the greatest marketer and showman the world has ever seen. PT Barnum decides to create an event at the Crystal Palace in New York.
   
   He then gets up on the elevator shaft. He asks his assistant to cut the cord. The elevator drops a little bit. Then the assistant cuts the second cord and then the elevator drops 2 feet and then completely stops.
   
   He says “all-safe here gentlemen, all safe”. Those words were used int he newspapers. Over the next decade, Otis sold 2000 elevators.
   
3. A powerful demonstration
   
   The first example is what was mentioned above about the elevator. That was a powerful demonstration that will stay in people’s minds.
   
   Craig gives the example of Pepsident where only 5% of people would be brushing their teeth at the time. The ad goes on to ask the reader to pass their tongue on the front of their teeth. You feel that film covering your teeth? Well, underneath that film is a movie star smile.
   
   In a 10 years period, about 80-85% of people were now brushing their teeth. That film that Claude Hopkins was referring about, well it’s almost always there anyway. Even 5 minutes after brushing your teeth, you will feel it.
   
4. Show unquestionable proof
   
   In the previous example of the elevator, PT Barnum provided unquestionable proof that the brakes were working. He did not put a dummy in the elevator, he stood there himself. This is the kind of proof that gets people to buy without questioning it.
   
   Another example brought up by Shaan is when Bill Gates drank a glass of water that was coming from human feces (poop). This was to show his unquestionable confidence in his filtering system.
   
   A third example is how a company wanted to sell more bacon. They approached Bernays to help them do just that. Bernays and his team sent out letters to 5000 doctors asking them if they agreed that a healthy breakfast would include bacon. 4500 doctors replied that yes, they believed so. That statistic was shared with the media that started saying “doctors agree, Bacon is the best way to store energy to last throughout your work day”.
   
5. Change a daily behavior
   
   If you can change someone’s daily behavior, you can create something big. The principle behind that is that you only talk about things that are happening to you now. This is similar to the virality principle that “top of mind means tip of tongue”. If something happens daily, the odds that you talk about it more often than something you do once a moment are higher.
   
   A modern example of this is Bulletproof coffee. In this case, he changed an existing behavior.
   Another example given is the one below on how bacon (and hearty breakfasts) were added to people’s morning routine by selling the dream of having energy throughout the day.
   
6. Sell a dream
   
   Selling the dream of a breakfast that will take you throughout your day
   Here is how a company wanted to sell more bacon. They approached Bernays to help them do just that. Bernays and his team sent out letters to 5000 doctors asking them if they agreed that a healthy breakfast would include bacon. 4500 doctors replied that yes, they believed so. That statistic was shared with the media that started saying “doctors agree, Bacon is the best way to store energy to last throughout your work day”.
   
   
7. Help them rebel or feel superior.
   
   Back in the days, coming back from the war, every man was smoking as cigarettes were given out for free to soldiers. So Lucky Strike was trying to expand their Total Addressable Market (TAM). At the time, women did not smoke. It was something that was considered unlady-like.
   
   So at the Easter Parade, Bernays organized a float with a lot of women celebrities. He found a bunch of women vowing for equal rights. And so, on the float, in front of the media, all women started smoking. Bernays and his team walked around the reporters and said that the women were not smoking, they are declaring their rights with these torches of freedom.
   
   The newspapers ran with that saying that women were showing that they were equal to men and they can smoke too. Bernays turned it into a movement.
   
   People wanna show that they go against the grain. They are not one of the sheeps.