In advertising Van Camp’s pork and beans, Claude told of their steam ovens where beans are baked for hours at 245 degrees. That is regular practice. They told how they boiled beans in soft water to eliminate the lime which make skins tough. -My life in advertising, p.66 Continue reading Tell the same story that any rival could have told, but all others thought the story was too commonplace.
Very few people will cheat a square deal. Try to hedge or protect yourself, and human nature likes to circumvent you. But remove all restrictions and say, “we trust you”, and human nature likes to to justify that trust. -My life in advertising, p.57 Continue reading In advertising, make appeals overwhelming, almost resistless
Consider the person who stands before you with certain expressed desire. However big your business, get down to the units, for these units are all that make size. -My life in advertising, p.53 Continue reading Treat people in advertising as you treat them in person.
I never ask people to buy. I rarely even say that my goods are sold by dealers, I seldom (rarely) quote a price. The ads all offer service, perhaps a free sample or a free package. They sound altruistic. But they get a reading and get action from people seeking to serve themselves. -My life in advertising, p.47 Continue reading Sell service, never ask people to buy.
Claude had advertise sweepers made in vermillion wood. So when he mailed the letters to the dealers. The letters mentioned that three vermillion wood sweepers would come in each dozen if orders were sent of once. The dealer could sell them at any price he chose. But never again could he obtain Bissell sweepers built in vermillion wood. The only condition was that the dealer must sign the agreement enclosed. He had to display the sweepers until sold […] Thus again I placed the dealer in a position where he was soliciting us. -My life in advertising, p.33 Continue reading Do not urge people to buy. Offer the priviliege of buying.
-My life in advertising, p.18 Continue reading Any unique style excites suspicion. Any evident effort to sell creates corresponding resistance.
Feeling sad/tired/blue? Your writing will probably come across as that. Feeling fun/happy/playful?Your writing will probably come across as that. Here’s some brain-hacks I use myself to get in the right state of mind. CLEAN YOUR ROOM JOHNNY!Try to clean your room or make your bed in one minute flat. SWEET SWEET DRUGS.Drink some caffeine. This is a nice temprorary solution. Coffee or white tea is my fav. I’ve often had a beer when writing to switch my brain in a different mode. WRITE FOR THE TONE YOU’RE IN:Sometimes I’ll wake up feeling crabby, and write an article in that not-taking-any-shit … Continue reading What your brain is thinking right now, is the way you’re gonna write.
Copy is like a woman’s skirt. It should be long enough to cover the essentials, but short enough to keep it interesting. People will read all the Harry Potter books and wish there was more. Just be interesting, freakin interesting. –This Book will teach you how to write better, ch.10 Continue reading Should you write short or long copy?
Ex 1. [tripe the conversions on your ecommerce store]+[in 3 days]+[or I’ll refund your money] Ex 2. [wipe away your debt]+[before your tax return is due]+[so the IRS won’t call] Or you can switch them around: [I’ll refund your money for this conference]+[if you don’t get 7 real estate leads in one week] –This Book will teach you how to write better, ch.9 Continue reading [End results customer wants]+[Specific time period]+[Address the objections]
“How to avoid getting stretch marks” -> “How to avoid gross stretch marks on your belly” “Three ways to increase email opt-ins” -> “Three ways to increase email opt-ins before your lunch break is over” “Why the Tyrannosaurus Rex has such short arms?” -> ” Why does the Tyrannosaurus Rex have hilariously short arms?” -This Book will teach you how to write better, ch.2 Continue reading We can even sex-up those headlines by adding more descriptive images in the persons head
Roadmap to Billions 