 |
 |
 |
 |
 |
 |
 |
|
Hard-to-find
Classic Marketing Books |
|||||||||||||||||||
|
The First Hundred Million – E. Haldeman-Julius Haldeman-Julius was the master of selling books. During the 1920’s and 30’s he sold over 200 million of them, nearly 2000 different titles. That gave him the most accurate statistical measurement of what people are interested in paying money to read. And the information is just as valid today as it was then. “Go read a copy of the First Hundred Million! It is where I learned my magic words – the ones that make copy SIZZLE and my headlines impossible to ignore.” – Gary Halbert After selling the first hundred million copies of his Little Blue Books, Haldeman-Julius was approached by the Simon & Schuster publishing firm. They wanted him to tell his fascinating story in a book. Well, he went well beyond that. He analyzed each and every category and revealed the precise titles that were selling and an exact count of their sales. What you get is an unbiased of what the market wants, backed up by actual sales figures. You will discover how a small change in the title can result in a MAJOR difference in sales, either up OR down. And, because you have the specific titles along with the numbers, you will be able to see for yourself how different words in a title affects sales. That goes a long way towards making you a MASTER headline, title, and bullet writer yourself. This book contains an AMAZING amount of VALUABLE information that will TRANSFORM ALL your writing. Plus, you will gather an insight into the hearts and desires of the American buying public. You will see whether starting your title/headline with “How To” or “The Art Of” or “The Truth About” are sure winners or not. You’ll discover DOZENS of effective but often overlooked title ideas. This is one of the MOST INSIGHTFUL stories you will ever read. Gary Halbert thought it was such an important book that he gave a full lifetime subscription of his newsletter to the person who gave him his very own copy (it wasn’t even an original – only a reprint). Gary said it best when he said, “Nothing like it has ever been written.” I am sure that after reading it you will agree. The First Hundred Million…$49.95
Reason
Why Advertising plus Intensive Advertising –
If ever there was one book that contained the “SECRETS” of successful advertising and, consequently, the secrets of success in business, this book is it. It all started when a relatively unknown copywriter by the name of John E. Kennedy sent a note to A.L. Thomas, the head of the Lord & Thomas advertising agency. The note read: “I am in the saloon downstairs. I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is and it will mean much to you. If you wish to know what advertising is, send the word ‘yes’ down by the bell boy.” – Signed, John E. Kennedy The note would have ended up in the trash, if Albert Lasker had not been in the office. Unknown to Kennedy, Lasker had been searching for the answer to that question for 7 years. Lasker was the rising star at Lord & Thomas, the third largest ad agency in the world. It was 1904 when, at the age of 24, he was made a partner and was paid $52,000. Yet, he did not know, to his satisfaction, what advertising was. Neither could he find anyone else who know. Laster, starving for an answer, was quick to summon Kennedy to his office. In that historic meeting three words were whispered. Three words that changed the face of advertising forever. Those words were… “Salesmanship-in-Print” The concept was so basic and so effective that no one else has been able to improve upon it. After being exposed to this power concept, Lasker commissioned the brilliant Kennedy to write down the set of principles into a series of lessons which were then used to train Lasker and the Lord & Thomas copywriters. Soon, Lord & Thomas became the training center for the advertising world. Their copywriters were being paid $4,000/year, a fantastic salary for the time. Yet, other agencies were hiring them away by offering salaries up to $15000/year – just to get the magic of Salesmanship-in-Print into their agencies. And many Lord & Thomas people left to form their own agencies – John Orr Young, co-founder of Yong & Rubicam was one. The lessons that were used to teach these copywriters are contained in this book. Were they successful? As David Ogilvy said, “Albert Lasker made more money than anyone in the history of the advertising business.” (Ogilvy on Advertising, 1985) Lord & Thomas, under Lasker’s direction and by using Salesmanship-in-Print, became the most admired agency in the world. It helped to establish such well-known brands as Quaker Puffed Rice and Puffed What, Palmolive, Van Camp, Oldsmobile, Pepsodent and others. It quite literally created the orange juice market which put California orange growers in business. But the real proof is found today in the fact that those who are using these principles are among the most successful business people in the world. The world of business owes a debt of gratitude to John E. Kennedy. Perhaps Lasker said it best: The history of advertising could never be written without first place being given to John E. Kennedy, for every copywriter throughout the length and breadth of this land is today being guide by the principles he laid down.” These two books teach the principles Kennedy laid down. Get your copy today! Reason Why Advertising plus Intensive Advertising…$29.95
Newstrack Advertising Classics How to Gain the Wisdom of 8 of the Greatest Advertising Experts of All Time…Without Taking Any Time Out of Your Busy Schedule 16 audio cassette tapes in album – Regular Price $295.00 – Special $195.00 if you order now. For your benefit 8 of the greatest advertising experts who ever lived put the accumulated wisdom of their lifetimes into 8 of the most revealing books ever written. And now, because they have been put onto audio cassette tape, you can easily listen to and assimilate this wisdom while driving, taking a walk, lounging on the back patio, or whatever. Here is a list of the books recorded on these tapes. Click on each for a short description of the geniuses who wrote them.
Newstrack Advertising Classics…$195.00
David Ogilvy – Ogilvy on Advertising David is one of the best known of all advertising men – and for good reason, his agency is one of the top in the world. He has applied the wisdom of the classic ad men (such as the others in this tape se) and shown that it works successfully to sell products, even in current times. And he has gone on to break new ground. There are secrets revealed in Ogilvy on Advertising that you won’t find anywhere else. "If you are lucky enough to have some news to tell, don’t bury it in your body copy.” “The headlines which work best are those which promise the reader a benefit.” Claude Hopkins – My Life in Advertising Considered by many to be the father of modern advertising, this book is one of the most revealing when it comes to basic, immutable advertising techniques that are still valid today and, in fact, will probably never change. People have made millions by following his advice. He started at Lord & Thomas in 1908 at $1,000 a week and was paid as much as $185,000 in one year – a sum based upon a percent of the profits his ads brought in to clients. Here's just a sample of his wisdom. Argue anything for your own advantage and people will resist you to the limit. But seem unselfishly to consider your customers’ desires and they will naturally flock to you.” Albert Lasker – The Lasker Story Ogilvy said Lasker has made more money in advertising than anyone else. It is no wonder when you consider that during the depression his personal income was $3,000,000.00 per year from Lord & Thomas – the agency he headed and owned. Lasker was personally responsible for bringing Claude Hopkins, John E. Kennedy, and the concept of "Salesmanship-in-Print" to the world, something for which we should all be thankful. Few people realize what a genius this man was but this tape set is very revealing in that regard. Lasker seldom gave talks or published anything. The transcript of this talk to his staff was barely saved from extinction by an astute editorial director at Advertising Age who said that "nothing we have ever published has given the staff of Advertising Age so much instruction and pleasure as "The Lasker Story." "You can tell from a lot of the advertising today that the art department gets it up first and then someone writes the advertising to go with the art. With us, we first must get our headline, because the headline in the end, today as 25 years ago, is 90% of all there is to an ad." Fairfax Cone – With All Its Faults "The first rule of good advertising, as we saw it, was that it must immediately make clear what the basic proposition is. Few if any people have either the time or the inclination to try to solve the puzzle of obscure advertising promises." Rosser Reeves – Reality in Advertising He invented the Unique Selling Proposition, an extremely powerful concept that can turn many losing ads into winners. "The consumer tends to remember just one thing from an advertisement -- one strong claim, or one strong concept." Alvin Eicoff – Or Your Money Back Eicoff created direct response television and this is the work which revealed his secrets, just as easily applied to print or radio. “…Set forth the problem, explain the solution, and then demonstrated why a specific product best meets that solution.” “The potential customer should feel a strong personal identification with the problem presented, reflexively nodding his head in acknowledgement.” Leo Burnett – Communications of an Advertising Man “To change advertisements is cheaper than to change human nature. The successful advertiser knows how human nature works and sets it to work for him.” “Don’t tell the people how good you make the goods, tell them how good your goods make them.” “Ideas are more important than words.” Maxwell Sackheim – My First 65 Years in Advertising He created the Book-of-the-Month club and invented the “till-forbid” mechanism still used today. He also wrote one of the longest running ads of all time: “Do You Make These Mistakes in English?" It ran for 40 years, always making a profit. “The slickest writing, the finest paper, printing and art work can’t make a good idea out of a bad one or an attractive offer out of a poor one. Of course, the thought in the headline is more important than any word- - but the right words make the thought penetrate.” Newstrack Advertising Classics…$195.00
Tested Advertising Methods – John Caples This is probably the most widely recommended book on advertising. Recommended by Ogilvy, Abraham, Halbert, Collier, Schwartz, Sackheim, Hodgson, Rapp, Collins and others. If that doesn’t convince you, a partial table of contents should: The most important part of an ad, what kinds of headlines attract the most readers?, right and wrong methods of writing headlines, finding the right appeal, tested versus untested advertising, how to put enthusiasm into ad copy, how to write the first paragraph, 20 ways to increase selling power of copy, and much, much more. Remember, all of this was derived from tested and traced results while Caples was VP, at BBD&O, one of the largest ad agencies at the time. Tested Advertising Methods…$15.95
My Life in Advertising/Scientific Advertising – Claude Hopkins This volume contains two giant classics of advertising, Scientific Advertising - - the handbook for all top copywriters - - and My Life in Advertising - - an autobiography which gives insight into how his famous principles came about. David Ogilvy was a staunch promoter of the Hopkins methods and his words say it best: “Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book (Scientific Advertising) seven times. It changed the course of my life. “Every time I see a bad advertisement, I say to myself, ‘The man who wrote this copy has never read Claude Hopkins.’” “If you read this book of his, you will never write another bad advertisement – and never approve one either. “He was more than a copywriter in today’s narrow sense of the word. He was a total advertising man. He invented ways to force distribution for new products. He invested test marketing. He invented sampling. He invented copy research. He invented brand images. He invented pre-empting the truth. And he wrote copy which sold merchandise.” My Life in Advertising/Scientific Advertising…$14.95
Ogilvy on Advertising – David Ogilvy This is one of the best books ever written on the subject of advertising by the person who was undoubtedly its most popular spokesperson. Not a wasted word in the book. The chapter on print advertising alone is worth 10 times the price of the book. It contains specific recommendations on how to compose an ad and is based on research that was backed up with tested results. You won’t find such valuable advice anywhere else. Direct mail was Ogilvy’s secret weapon and he has some very valuable insights to share with you in this book. Ogilvy on Advertising…$23.00
How to Make Maximum Money in Minimum Time – Gary Halbert This book contains 16 different reports, 9 of which are back issues of Gary's $195-a- year newsletter (back issues sell for $16.25 each!!!). This book gives you some of the greatest money-making information available anywhere. This book is a MUST-HAVE because in it you'll discover: The Exact Secret Which Led To More Than 7,300,000 People Sending Him Millions Of Dollars! How To Get A Product To Sell If You Don't Have One Already And How To Get It For Nothing! How To Get As Much Money As You Need To "Roll Out" Your Project And Get It Without Borrowing! How To Get Movie And TV Stars To Help You Sell Your Products and Services! An Amazing Secret That Can Make Your Newspaper Advertising 750% More Profitable! How To Get The Exact Name And Address Of Every Man, Woman and Child Who Is Ever Likely To Become One Of Your Customers! What To Write On A Simple Postcard Mailing That Will Make People Flood Into Your Business! A Simple Step-by-Step Technique To Write Powerful Sales Letters Even If You've Never Done It Before! How To Mail Up To 100,000 Letters Per Week At No Cost Whatsoever! (not even postage)! How To Use 900 Numbers To Get People To Pay To Hear Your Sales Pitch! How To Make Your Ad In The Yellow Pages Pull In 400% More Business Than It Does Now - At No Extra Charge! How To Use Cheap Little Classified Ads To Make As Much As $10,000 Per Day! How To Use A "Secret" Technique To Find Your Dream Lover! How To Get Yourself Or Your Product Featured On Cable TV At No Cost Whatsoever! The Dark Side Of Success: What You Should Avoid Doing At All Costs! How To Get The Most Valuable Free Gift In All The World! How to Make Maximum Money in Minimum Time…$49.95
2001 Greatest Headlines Ever Written– Carl Galletti Here is an easy way to stimulate your imagination and get all the headline ideas you’ll ever need. Even seasoned professionals often need a source of stimulus to get the mind’s gears into motion. This book was created around such a need. Each and every one of the 2001 Headlines have been winners. Chances are that many of them can be quickly and easily adapted to your own special copy assignment. It will save you countless hours of time and effort. As a writer of advertising copy, I’m sure you know what it is to struggle with copy for hours, for days - - fixing it, polishing it, leaving the headline for last and then spending half an hour on it…when you know you should be spending hours on the headlines - - if not days! Now all you have to do is scan the table of contents, choose some appropriate headlines – and quickly make those changes needed to match it to the particular product or service you’re selling. You should still give the headline the importance it deserves. Only now – with this manual – it doesn’t have to take so long. 2001 Greatest Headlines Ever Written…$49.95
|
|||||||||||||||||||
