The Complete PLOTTO – trade paperback

Posted: October 10, 2017 by Thrivelearning in purpose
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The Complete PLOTTO - Genie Content Structure CreationHow to Write A Novel Every Week

The trick is in coming up with enough plots.

A wildly prolific, early 20th century pulp writer, William Wallace Cook was a writing machine. He was known to regularly turn out a full novel every week, for months at a time.

While he set the bar for pulp fiction, he was also passionate about the process of writing itself. Keeping notes on index cards, he was able to distill the process of plotting down to a simple, but thorough manual, Plotto.

Why should you have a copy around your writing office? As Cook tells it:

“Plotto is the greatest single aid in plotting ever offered writers. Make up your mind now to give Plotto and this manual the time it deserves. The best-known writers in the world own and use Plotto.”

Alfred Hitchcock was an early student, so was Earl Stanley Gardner. Robert Silverberg also gave a great review of the book.

This point many miss is that these plotting generators are best used as methods of inspiration, not as a subsitute for a writer’s perspiration. While many author’s rave about Plotto, it is perhaps better to use it as a learning tool. Certainly having a copy on hand when the muse has left you, the deadline looms and your private hell of Writer’s Block seems camped in your office.

When Cook published Plotto in finished form in the late 1920’s, he received feedback from readers who still could not work out how to use his massive book from the instructions in the front of it.

In 1934, he came out with a seven-part lesson series that simplified the learning curve.

“Plotto is a new method of plot SUGGESTION for writers of CREATIVE fiction. Let us, here at the beginning of our course, place the emphasis on the word SUGGESTION, as well as on that other word, CREATIVE. In later lessons of the course we shall go more deeply into this matter of the interpretation of suggestion.

“For the present, however, it is merely necessary to note that the interpretation of suggestion results in creative work only when the constructive imagination builds with material hewn from the quarry of individual experience. In other words, we achieve Originality; and Originality is the ideal of the Plotto method of plot construction through the interpretation of plot suggestion.”

This edition includes the seven lessons in Plotto Instruction Manual in its Appendix so that you can quickly master plotting on your own.

Even as a complete distraction to your writing, Plotto can be perused to give you more ideas for later writing. Be sure to keep a notebook to hand to write down your own ideas. Or just get to your keyboard and start punching it out.

Also available in a letter-sized (coffee-table) book.

Get Your Copy Now.

 

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Reality In Advertising – Rosser Reeves

Posted: September 15, 2017 by Thrivelearning in purpose
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Reality In Advertising - Rosser Reeves

An All-Time Classic Restored to Help Your Advertising

Rarely has a book about advertising created such a commotion as this brilliant account of the principles of successful advertising. Published in 1961, Reality in Advertising was listed for weeks on the general best-seller lists, and is today acknowledged to be advertising’s greatest classic. It has been translated into twelve languages—French, Japanese, Spanish, Dutch, German, Italian, Portuguese, Danish, Swedish, Norwegian, Finnish, Hebrew—and has been published in twenty-one separate editions in fifteen countries. Leading business executives, and the advertising cognoscenti, hail it as “the best book for professionals that has ever come out of Madison Avenue.”

Rosser Reeves says: “The book attempts to formulate certain theories of advertising, many quite new, and all based on 30 years of intensive research.” These theories, whose value has been proved in the marketplace, all revolve around the central concept that success in selling a product is the key criterion of advertising.

In the course of explaining his own hard-headed approach, Mr. Reeves shows why the ad campaigns for many products are just so much money poured down the drain. He has some devastating things to say about advertising’s misguided men: the “aesthetes” and the “puffers” who put art and technique ahead of the client’s sales; and he punctures many of the misguided philosophies which lower the efficiency of advertising, rather than raising it.

But even more important is the thoroughness and clarity with which he explains many of the mysteries of how to write advertising that produces these sales.

Here, in short, is a concise, forcefully written guide that has been called “a ‘Rosetta Stone’ for the advertising business”—an essential book for anyone who works in advertising, or uses advertising extensively.

It is today required reading in hundreds of great corporations and many of the world’s leading business schools.

Rosser Reeves, one of the few men elected to the Advertising Hall of Fame, is the legendary ex-Chairman of the Board of Ted Bates & Company. He applied these principles to help build Ted Bates & Company from a small agency to one of the largest in the world. Now in his seventies, he is a man with rather dazzling reserves of energy. He is a licensed pilot, a skilled yachtsman, a collector of modern art, and a writer of short stories. From time to time he immerses himself in chess, and was captain of the first American team sent to Moscow.

Born in Danville, Virginia, Mr. Reeves studied at the University of Virginia and began his career as a reporter for the Richmond Times-Dispatch. His activities include directorship on various boards, trusteeship of a large woman’s college, and consultant to a number of large corporations. Mr. Reeves lives in New York City. Reality in Advertising is his first book.

(from the original cover)

A Note about the Author
Rosser Reeves, chairman of the board of Ted Bates & Company, is, at the age of fifty, a man with rather dazzling reserves of energy. His main preoccupation, of course, is one of the fastest-growing advertising agencies in America. However, in addition, he is a licensed pilot, a skilled yachtsman, a collector of modern art, a Civil War buff, a musician, and a writer of short stories; from time to time he immerses himself in chess, and as a nonplayer, he was captain of the last American chess team sent to Moscow. Born in Danville, Virginia, Mr. Reeves studied at the University of Virginia, and began his career as a reporter for the Richmond Times-Dispatch. But he soon gave up journalism in favor of advertising, coming to New York in 1934 and working for various agencies as a copywriter before joining Ted Bates and Company in 1940. He was vice-president and copy chief of the agency for six years, and became chairman of the board in 1955. Reality in Advertising is his first book.

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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

Get your copy NOW – and learn the secrets of writing ads from the Masters…

– – – –

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…

Get Your Copy Now.

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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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