It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. Always appear as a good fellow. Show a bright side, the happy, attractive side. -Scientific Advertising, p.107 Continue reading To attack a rival is never good advertising
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
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
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.
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
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
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 ?
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?”
Advertising is salesmanship. The difference is only in degree. A salesman’s mistake may cost little, the advertising one may cost 1000x that much. -Scientific Advertising, P.9 Continue reading The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Roadmap to Billions 