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The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand

The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand

by Craig Simpson, Brian Kurtz (With)
The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand

The Advertising Solution: Influence Prospects, Multiply Sales, and Promote Your Brand

by Craig Simpson, Brian Kurtz (With)

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Overview

Love it or hate it, advertising remains a key component in acquiring customers and nurturing brand engagement. Distilling the wisdom of the world’s greatest advertisers, direct marketing expert Craig Simpson delivers an education on how to create best-in-class direct marketing and advertising copy that creates brand awareness, sells products, and keeps customers engaged. He takes readers through basic principles and time-tested methods of creating effective ad copy that increases profits. Dissecting the principles of legendary marketers like Robert Collier, Claude Hopkins, John Caples, and David Ogilvy, the reader will find applications to modern digital marketing, direct marketing, and inspiration for headline writing and beyond.


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Product Details

ISBN-13: 9781613083512
Publisher: Entrepreneur Press
Publication date: 10/17/2016
Sold by: Barnes & Noble
Format: eBook
Pages: 214
File size: 869 KB

About the Author

Craig Simpson has managed thousands of direct mail campaigns and grossed hundreds of millions in revenue for his clients over the past 15 years.

Table of Contents

Acknowledgments xiii

Preface xv

Introduction xxiii

Chapter 1 Meet the Legends Who Created the Rules of Modern Promotions 1

The First Scientist of Advertising Claude Hopkins 2

The Philosopher Ad Man Robert Collier 4

The Maestro of Headlines John Caples 7

The Advertising Wizard David Ogilvy 9

The Breakthrough Advertiser Eugene Schwarrz 11

The Godfather of Copywriting Gary Halbert 15

Common Threads 19

Chapter 2 Creative Salesmanship-A Little Genius and a Lot of Sweat 21

Tricks of Showmanship 22

The Ideal Sales Letter (or Any Other Promotional Material) 27

The Rolls-Royce Effect 33

The Number-One Rule of Success 36

Selling Creatively 40

Chapter 3 The Psychology That Sells 43

If You're Going Fishing, You Need Bait 44

When It Comes to Every Kind of Marketing, Emotions Pay! 47

The Chimpanzee Brain 51

How to Sell with Emotion 57

Chapter 4 Secrets of Writing Great Copy-Part I 63

Hopkins' Laws for Writing Copy That Sells 64

More of Hopkins Laws for Writing Copy That Sells 69

The Six Essentials-Plus That Extra-Special Ingredient 72

Chapter 5 Secrets of Writing Great Copy-Part II 79

How to Increase the Selling Power of Anything You Write 79

How to Produce Advertising That Sells 86

More David Ogilvy Secrets: Necessary Expenses, Secret Weapons, and Killer Copy 92

Final Thoughts on Writing Great Copy 98

Chapter 6 Headlines: It's All About Getting Your Prospect's Attention 99

Be Shrewder Than Your Rivals 100

Understand the Real Purpose of Your Headline 101

Ogilvy Wisdom on Headlines 105

Caples: The Most Important Part of an Advertisement 109

Writing Headlines That Really Work 112

Headlines by Any Other Name 116

Headlines-Yesterday and Today 120

Chapter 7 How to Be Creative 121

Never Have Writer's Block Again 122

Gary Halbert's "Most Important Technique" for Writing Copy 128

The Key to Creativity Is Knowledge 134

Chapter 3 How to Boost Your Response to Every Ad 137

"Taking the Guess Out of Advertising" 138

Caples' 32 Ways to Get More Responses to Your Direct Mail Sales Pieces 144

How to Get More Response without Changing Your Copy 153

Always Work to Find a Better Way 159

Chapter 9 Test, Test, and Test Again 161

The Value of Testing 162

Getting It Down to a Science 165

18 Miracles of Research 169

Surprising Ways to Test Your Advertising 175

Some of My Own "Miracles of Research" 178

These Principles Work for Every Medium 181

Chapter 10 The Top Ten Lessons from the Legends 183

Lesson 1 Know Your Product 184

Lesson 2 Know Your Audience 186

Lesson 3 Get Started 188

Lesson 4 Make Sure You Get Every Part of the Package Right 189

Lesson 5 It's All About the Prospect 190

Lesson 6 Be Passionate about What You're Selling 192

Lesson 7 Showmanship Will Differentiate You 193

Lesson 8 Be Clear and Consistent 194

Lesson 9 "Advertising Opportunities Are Now Infinite" 197

Lesson 10 Testing Trumps All 198

About the Authors 201

Index 203

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