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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. |
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Here is a list of the books recorded on these tapes.
Click on each for a short description of the geniuses
who wrote them. |
| David
Ogilvy -- Ogilvy On Advertising |
| Claude
Hopkins -- My Life in Advertising |
| Albert
Lasker - The Lasker Story |
| Fairfax
Cone - With All Its Faults |
| Rosser
Reeves - Reality in Advertising |
| Alvin
Eicoff - Or Your Money Back |
| Leo
Burnett - Communications of an Advertising Man |
Maxwell
Sackheim - My First 65 Years in Advertising
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| David
Ogilvy -- Ogilvy On Advertising |
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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 set) and shown that it
works successfully to sell products, even in current
times. |
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And he has also gone on to break new ground. There are
secrets revealed in Ogilvy On Advertising that
you won't find anywhere else. |
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"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. |
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People have made millions by following his advice. He
started at Lord & Thomas in 1908 at $1000 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: |
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"Argue anything for your own advantage and people
will resist to the limit. But seem unselfishly to
consider your customers' desires and they will naturally
flock to you." |
| Albert
Lasker - The Lasker Story |
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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. |
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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. |
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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." |
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"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 |
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"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 |
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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 |
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Eicoff created direct response television and this is
the work which revealed his secrets, just as easily
applied to print or radio. |
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"...Set forth the problem, explain the solution,
and then demonstrate why a specific product best meets
that solution." |
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"The potential customer should feel a strong
personal identification with the problem presented,
reflexively nodding his head in acknowledgment." |
| Leo
Burnett - Communications of an Advertising Man |
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"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." |
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"Don't tell the people how good you make the goods,
tell them how good your goods make them." |
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"...ideas are more important than words." |
| Maxwell
Sackheim - My First 65 Years in Advertising |
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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. |
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"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." |
