How to Write a Good Ad - Marketing Lessons by Victor O. SchwabA Short Course in Marketing

“Most advertising copywriters know their fundamentals. Many of us practice them. Some of us should get back to them.

“Whether one is now studying to go into the field of copywriting, whether he is new in the craft, or whether he has been a practitioner in it for years, his knowledge—and practice—of these fundamentals will determine the extent of his success.

“As Daniel Defoe said, ‘An old and experienced pilot loses a ship by his assurance and over-confidence of his knowledge as effectively as the young pilot does by his ignorance and want of experience.’

“So this book will strip down to fundamentals, try to forget the furbelows. For, as time goes on, every line of creative work gets cluttered up with impressive jargon and off-the-beam technicalities, with professional palaver that strays far away from the main objective.”

– Victor 0. Schwab

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Victor O. Schwab, shorthand secretary for Ruthrauff & Ryan’s Maxwell Sackheim in 1917, so improved Sackheim’s copy that he was promoted to copywriter and went on to be hailed as “the greatest mail-order copywriter of all time.” A copy research pioneer, Schwab would use his coded coupon ads to test headlines, copy appeals, length, layouts, action closings and split runs of ads. He created Sunday comics ads for Dale Carnegie, body-builder Charles Atlas and Sherwin Cody’s English Classics Course. In 1926, Schwab and Robert Beatty bought out Sackheim & Scherman and went on to build the giant Book-of-the-Month Club. (source: Advertising Age)

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Robert Collier Copywriting Course

Posted: September 13, 2017 by Thrivelearning in purpose
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Robert Collier Copywriting CourseCopywriting: Learn to Write Sales Letters That Pay

WHAT is there about some letters that makes them so much more effective than others?

A letter may have perfect diction, a finished style; it may bristle with attention-getters and interest-arousers; it may follow every known rule; yet when it reaches the Hall of Judgment where the reader sits and decides its fate, it may find itself cast into the hell of wastebasket-dom…

People will give, when you have stirred their emotions. People will invest, when you have aroused their cupidity. And people want to know the future, so if you can persuade them that you are any sort of a Seer or a Prophet, they will buy your forecasting service.

It all comes back to the point we made in the beginning—”What do they want?” What is the bait that will attract your fish and make them bite? Find that—and you will be as successful in bringing back orders as any angler can be with a properly baited hook in bringing in the fish.

10 Simple lessons in classic copywriting, from a true Master.

Get your copy now and learn the Masters of Marketing Secrets!

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Scientific Advertising – Claude C. Hopkins

Posted: September 12, 2017 by Thrivelearning in purpose
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Scientific Advertising - Claude C. HopkinsLearn From the First Great Copywriter

“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law.

“Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.

“Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. The book is confined to establish fundamentals.

“Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.

“We hope that this book will throw some new lights on the subject.”
– Claude C. Hopkins

This classic is still in daily use by top entrepreneurs and corporations.

Timeless, trustworthy, classic.

Learn what you need to know to get a leap on your fellow advertising and marketing creators. By studying what everyone else should know – and may…

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Breakthrough Copywriter: A Field Guide to Eugene M. Schwartz Advertising GeniusA Field Guide to Eugene M. Schwartz Advertising Genius – A True Breakthrough

There was one copywriter who made millionaires from people who read his book, although they never wrote an ad.

Eugene Schwartz wrote a classic on copywriting that is probably one of the most powerful, and profitable, books on copywriting and marketing ever written -“Breakthrough Advertising“.

That book has been kept available only as a rare hardback gift edition. Generations of copywriters haven’t had access to this material. And the world would be a poorer place, except…

Fortunately Schwartz was also gave speeches which were preserved.

So we are able to bring notes of his lectures and a review of his classic text to life again. You can learn:

  • How to create ads which sell your products at the expense of your competition.
  • Find which roles your customer really wants to play and align these to your product
  • Discover how to get a product to sell no matter how people have already heard about it or how many products like it are already out there.
  • Learn how to control your audience by being their friend.

This tribute to his genius is also a guidebook so you can duplicate his success with your own copywriting.

Please enjoy this journey to greater ease and profit. The genius of Eugene Schwartz can teach you, starting immediately.

Get Your Copy Now.

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How to Sell Without Selling - Orison Swett Marden, Edward BermanSelling Doesn’t Have to Be “Hard” or “Work” or a “Job”

It can be pleasant and helpful and friendly. You can enjoy selling as much as your client enjoys “being sold.”

To understand advertising, you need to understand salesmanship – as it was defined by John E. Kennedy in the early 1900’s, “Advertising is Salesmanship in Print.”

Salesmanship is perfecting human relations. The salesperson is achieving their own goals by helping a prospect get what they want and need. You improve your own life by helping another improve theirs. Simple.

This is what makes any salesperson stand out among the crowd of marketers who try to take advantage of perceived weaknesses in the customer, using high-pressure tactics to confuse and deceive them.

When you know how to sell, you know how to market, you know how to improve your life by improving other’s lives.

That is the secret to success in this life – hidden in plain site. Learn the techniques which will bring you anything and everything you could possibly need or want.

Get Your Copy NOW!

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How to Write Ad Copy That Works - J. George FrederickMasters of Marketing Secrets: A Course in Classic Copywriting

There are many books on marketing and copywriting out there which teach you the words to what you are doing – this book teaches you the tune and harmony.

The story to this series of books about the Masters of Marketing and their ad copy secrets started with my trying to work out how a “successful” marketer made his millions.

One his earlier-edition books I did find some hints in a since-removed chapter. Interestingly, this told of a style of learning which had been promoted by Gary Halbert – so I looked up that page again and found that Halbert said to study a certain set of books.

One of these, Eugene Schwartz’ Breakthrough Advertising, itself had a list of the classic marketers which Schwartz had studied.

Both Halbert and Schwartz pointed to the giants whose shoulders they stood on to see further. The interesting point is that these early pioneers of advertising were the ones who evolved the industry into a practical art form, based on tested procedures and techniques which proved to work.

As you are reading this, you are obviously interested in how Marketing actually works and what is actually effective. You already have been through the wringer with all these online marketers who use the same copy-paste template of a sales page, with mailing lists which send you unwanted traffic several times a week and insist that you are stupid enough to believe their hype, over and over and over.

The Masters of Marketing Secrets series brings you these classics so that you can make up your own mind. All that has been done with these books is to give you modern versions of them which have been (mostly) cleaned up of typo’s and poor editing – and also made available in ebook and paperback so you can study them at your leisure.

J. George Frederick lived in those times and wrote about the people and principles of advertising they discovered. His book has been handed around for years, and as you study the other books in this series it starts pulling the pieces together for you.

(from the Forward)

How did Copywriting and Advertising become what it is today?

What are the key secrets which all but today’s Masters have known and used to sell product and services.

Not so oddly, they’ve been hidden in plain site all along.

J. George Frederick collected the experts of his time – the Golden Age of Copywriting – to tell the key points any copywriter needs to know and apply to succeed.

And as human’s haven’t evolved so much since history began, so the tools of persuasion are the same as they were discovered nearly a century ago.

Now they are available for you. Now you can use them to gain any amount of sales for you or your client.

You only have to study them first. This book is a good first step in your studies – which will continue the rest of your life.

This volume gives the history and transition of advertising into a consumer-oriented, sales-producing industry – from a promotion system which relied more on features of the product rather than benefits for the buyer. In this book, you see the transition happening, and understand it’s evolution.

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Justus George Frederick (1882-1964) was reporter on a newspaper, became department store advertising man and wrote articles on advertising for Printers’ Ink. ‘Went west to become a member of the Lord & Thomas staff during “reason why” propaganda, and edited magazine Judicious Advertising. Came to New York, joined Ben Hampton Agency and later was copy chief for Ward & Gow, subway advertising.

He then became managing editor of Printers’ Ink, when George P. Rowell sold the magazine and the new owners began to develop it. In 1910 he resigned to form the Business Bourse, International, a commercial research organization. For several years, he was editor in chief of Advertising and Selling Magazine.

Get Your Copy Now.

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The Untold Story of Advertising – Albert D. Lasker

Posted: September 9, 2017 by Thrivelearning in purpose
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The Untold Story of Advertising - Albert D. LaskerMasters of Marketing Secrets: Origins of American Marketing Revealed…

Albert Davis Lasker began as a newspaper reporter when still a teenager but soon got interested in advertising.

He started first as an office clerk and later became a salesman. He then asked to be given responsibility for a money-losing account so that he could try his hand at copywriting.

By the age of 20, he had bought Lord & Thomas advertising agency and remained its chief executive for more than four decades. This book is as close as readers can come to an autobiography. This book tells the story of how he shaped the agency which ranked number one in its day.

Originally published in 26 installments of Advertising Age, this book takes you into the boardroom of Lord & Thomas and reveals the business philosophy and hard-won knowledge of the man who was its leader for 40 years.

Get your copy now and learn how the earliest and most successful marketer in the first half of this century created that success.

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