The Advertising Solution
Influence Prospects, Multiply Sales, and Promote Your Brand
Published on 17. October 2016
214 pages
978-1-61308-351-2 (ISBN)
Description
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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Craig Simpson | Brian Kurtz
The Advertising Solution
Influence Prospects, Multiply Sales, and Promote Your Brand
Book
10/2016
Entrepreneur Press
€21.00
Shipment within 3-4 weeks
Person
Craig Simpson has managed thousands of direct mail campaigns and grossed hundreds of millions in revenue for his clients over the past 15 years.
Content
- Intro
- Title Page
- Copyright
- Contents
- ACKNOWLEDGMENTS
- PREFACE
- INTRODUCTION
- CHAPTER 1: MEET THE LEGENDS WHO CREATED THE RULES OF MODERN PROMOTIONS
- Claude Hopkins: The First Scientist of Advertising
- Robert Collier: The Philosopher Ad Man
- John Caples: The Maestro of Headlines
- David Ogilvy: The Advertising Wizard
- Eugene Schwartz: The Breakthrough Advertiser
- Gary Halbert: The Godfather of Copywriting
- Common Threads
- CHAPTER 2: CREATIVE SALESMANSHIP-A LITTLE GENIUS AND A LOT OF SWEAT
- Tricks of Showmanship
- The Ideal Sales Letter (or Any Other Promotional Material)
- The Rolls-Royce Effect
- The Number-One Rule of Success
- Selling Creatively
- CHAPTER 3: THE PSYCHOLOGY THAT SELLS
- If You're Going Fishing, You Need Bait
- When It Comes to Every Kind of Marketing, Emotions Pay!
- The Chimpanzee Brain
- How to Sell with Emotion
- CHAPTER 4: SECRETS OF WRITING GREAT COPY-PART I
- Hopkins' Laws for Writing Copy That Sells
- More of Hopkins' Laws for Writing Copy That Sells
- The Six Essentials-Plus That Extra-Special Ingredient
- CHAPTER 5: SECRETS OF WRITING GREAT COPY-PART II
- How to Increase the Selling Power of Anything You Write
- How to Produce Advertising That Sells
- More David Ogilvy Secrets: Necessary Expenses, Secret Weapons, and Killer Copy
- Final Thoughts on Writing Great Copy
- CHAPTER 6: HEADLINES: IT'S ALL ABOUT GETTING YOUR PROSPECT'S ATTENTION
- Be Shrewder Than Your Rivals
- Understand the Real Purpose of Your Headline
- Ogilvy Wisdom on Headlines
- Caples: The Most Important Part of an Advertisement
- Writing Headlines That Really Work
- Headlines by Any Other Name
- Headlines-Yesterday and Today
- CHAPTER 7: HOW TO BE CREATIVE
- Never Have Writer's Block Again
- Gary Halbert's "Most Important Technique" for Writing Copy
- The Key to Creativity Is Knowledge
- CHAPTER 8: HOW TO BOOST YOUR RESPONSE TO EVERY AD
- "Taking the Guess Out of Advertising"
- Caples' 32 Ways to Get More Responses to Your Direct Mail Sales Pieces
- How to Get More Response Without Changing Your Copy
- Always Work to Find a Better Way
- CHAPTER 9: TEST, TEST, AND TEST AGAIN
- The Value of Testing
- Getting It Down to a Science
- 18 Miracles of Research
- Surprising Ways to Test Your Advertising
- Some of My Own "Miracles of Research"
- These Principles Work for Every Medium
- CHAPTER 10: THE TOP TEN LESSONS FROM THE LEGENDS
- Lesson 1: Know Your Product
- Lesson 2: Know Your Audience
- Lesson 3: Get Started
- Lesson 4: Make Sure You Get Every Part of the Package Right
- Lesson 5: It's All About the Prospect
- Lesson 6: Be Passionate About What You're Selling
- Lesson 7: Showmanship Will Differentiate You
- Lesson 8: Be Clear and Consistent
- Lesson 9: "Advertising Opportunities Are Now Infinite"
- Lesson 10: Testing Trumps All
- ABOUT THE AUTHORS
- INDEX
