Always say less than necessary
-48 laws of power Continue reading Always say less than necessary
A person who has something to prove will move mountains for you
Prevention is not a popular subject
People will do much to cure trouble, but people in general will do little to prevent it. Change your claim and stay away from prevention to bring many times the sales. -Scientific Advertising, p.62 Continue reading Prevention is not a popular subject
Don’t use advertising to educate. It will never be profitable
Some advertisers would not devote a whole campaign to educate about the use of a new product. Yet, they devote a share of the space to that subject. No one orange grower could attempt to increase the consumption of those fruits. -Scientific Advertising, p.60 Continue reading Don’t use advertising to educate. It will never be profitable
ONE great decision saves you 1 million future ones.
Any reader of your ad is interested else he would not be reading it.
You are dealing with someone willing to listen. So don’t cut corners in order to be brief. That reader, if you lose him now, may never again be a reader. -Scientific Advertising, p.49 Continue reading Any reader of your ad is interested else he would not be reading it.
Don’t give free stuff. Ask people to ask for it
Hand an unwanted product to a housewife and she pays it slight respect. She is in no mood to see its virtues. But get her to ask for a sample after reading your story, and she is in a very different position. She knows your claims. She is interested in them, else she would not act. Plus, she expects to find the qualities you told (a bit of mental impression). By knowing what to look for, she will undeniably find it. –Scientific Advertising, p.38 Continue reading Don’t give free stuff. Ask people to ask for it
The purpose of a headline is to pick out the people you can interest
Don’t go for a general headline that will appeal to everyone and then most will be disappointed. Try to make your headline (maybe with a word specific to the niche) filter out people and hook your targeted niche. -Scientific Advertising Continue reading The purpose of a headline is to pick out the people you can interest
You tempted to write in CAPITAL letters ?
Don’t. People don’t like it. Would you discuss for long with a salesman if he was shouting? Probably not. -Scientific Advertising, P.12 Continue reading You tempted to write in CAPITAL letters ?
Ask: “Would it help a salesman sell the goods?”
Write an ad like a salesman would talk. One must be able to express himself briefly, clearly and convincingly. Fine writing is a distinct disadvantage. There is one simple way -Scientific Advertising, P.10 Continue reading Ask: “Would it help a salesman sell the goods?”
Roadmap to Billions 