Claude Hopkins was an advertising pioneer in the late 19th/early 20th century who worked for major agencies and clients. He established several principles of effective advertising based on his experience, including that advertising should focus on selling to individuals by emphasizing benefits and value, providing full information and specific details to customers, using psychology and demonstrations to appeal to human nature, testing advertisements through experiments, and emphasizing cost and results through measurement. Hopkins believed advertising should be a science based on constant learning from mistakes and experiments rather than guesses.
The document discusses how color can be used to distinguish brands within categories of products and services. It notes that before starting a branding campaign, companies should analyze competitors to identify opportunities to stand out through color. The document also provides example categories and possible brands within each that demonstrate how color is currently used for brand differentiation. It concludes by providing contact information for the presentation creator and a slide labeled "Answers" that identifies example brands within the categories listed earlier in the presentation.
El documento describe la metodología PACIE desarrollada por el Ing. Pedro Camacho para incluir las tecnologías de la información en los procesos educativos de manera centrada en el docente. La metodología distribuye un entorno virtual de aprendizaje en tres bloques: introducción, contenido académico y cierre. El bloque de cierre es importante a pesar de ir al final porque permite cerrar procesos pendientes, comunicar evaluaciones, culminar actividades y retroalimentar integralmente el curso.
You can probably spot good copywriting from a mile away. But what makes it good? And how can you learn to craft killer copy yourself? Learn how, right now.
Everybody in the agency world knows what it's like to have a really painful round of client revisions. Check out this deck and see if you can empathize.
The document outlines six rules for honesty in media:
1) Prioritize greater good over profit by creating quality products that benefit consumers
2) Stop photo-shopping images to create unrealistic standards of beauty
3) Provide honest representations in advertising and clearly disclose any limitations or side effects
4) Embrace diversity and inclusiveness in representations
5) Avoid "green-washing" by only claiming environmental benefits when genuine improvements have been made
6) Ensure transparency through full disclosure of business practices, ingredients, and processes
Defending against deception (logical Reasoning)Zaibunnisa73
Deception has been practiced in so many ways, and new ways are being created so fast by so many creative people, that we readers, consumers, voters, and potential converts have a tough time keeping our defenses up.
(MBASkills.IN) Book summary: All Marketers Are LiarsSameer Mathur
In an ocean filled with lies, all that really matters is how believable YOUR lie is. All successful marketers are good storytellers; the customers chose to believe. "All Marketers are Liars" by Seth Godin shows that contemporary marketing is not only about satisfying needs but about creating wants. Here is a summary of the book prepared by Prof. Sameer Mathur.
The document discusses how color can be used to distinguish brands within categories of products and services. It notes that before starting a branding campaign, companies should analyze competitors to identify opportunities to stand out through color. The document also provides example categories and possible brands within each that demonstrate how color is currently used for brand differentiation. It concludes by providing contact information for the presentation creator and a slide labeled "Answers" that identifies example brands within the categories listed earlier in the presentation.
El documento describe la metodología PACIE desarrollada por el Ing. Pedro Camacho para incluir las tecnologías de la información en los procesos educativos de manera centrada en el docente. La metodología distribuye un entorno virtual de aprendizaje en tres bloques: introducción, contenido académico y cierre. El bloque de cierre es importante a pesar de ir al final porque permite cerrar procesos pendientes, comunicar evaluaciones, culminar actividades y retroalimentar integralmente el curso.
You can probably spot good copywriting from a mile away. But what makes it good? And how can you learn to craft killer copy yourself? Learn how, right now.
Everybody in the agency world knows what it's like to have a really painful round of client revisions. Check out this deck and see if you can empathize.
The document outlines six rules for honesty in media:
1) Prioritize greater good over profit by creating quality products that benefit consumers
2) Stop photo-shopping images to create unrealistic standards of beauty
3) Provide honest representations in advertising and clearly disclose any limitations or side effects
4) Embrace diversity and inclusiveness in representations
5) Avoid "green-washing" by only claiming environmental benefits when genuine improvements have been made
6) Ensure transparency through full disclosure of business practices, ingredients, and processes
Defending against deception (logical Reasoning)Zaibunnisa73
Deception has been practiced in so many ways, and new ways are being created so fast by so many creative people, that we readers, consumers, voters, and potential converts have a tough time keeping our defenses up.
(MBASkills.IN) Book summary: All Marketers Are LiarsSameer Mathur
In an ocean filled with lies, all that really matters is how believable YOUR lie is. All successful marketers are good storytellers; the customers chose to believe. "All Marketers are Liars" by Seth Godin shows that contemporary marketing is not only about satisfying needs but about creating wants. Here is a summary of the book prepared by Prof. Sameer Mathur.
The document contains advice and observations from advertising executive David Ogilvy on various aspects of advertising and running an advertising agency. Some of his key points include that the best ads come from personal experiences, consumers are influenced by content not form, encouraging ideas from all staff, testing all aspects of ads and campaigns, and satisfying psychological needs of followers to be an effective leader. He stresses the importance of ideas, facts over claims, and making ads interesting to readers.
The document provides guidance for real estate agents on how to stand out and grow their business in today's crowded market. It emphasizes the need to create a "Purple Cow" - something remarkable that attracts attention. Specifically, it advises agents to:
1) Cater to niche markets and create an "idea virus" that spreads within that niche, rather than trying to appeal to the masses.
2) Develop products and services so useful, interesting or outrageous that influential customers will tell others, helping the idea spread virally.
3) Realize that "very good" is no longer enough - the agent's offerings must be truly remarkable to break through the clutter.
Cut the crap - A guide to getting more bang for your marketing buck.Olly Harrison
This document provides guidance on effective marketing strategies. It emphasizes starting with something people want and making it accessible, memorable, and shareable. Specific tips include using a pricing curve to reach different customer segments, developing uniquely memorable marketing campaigns, and creating shareable content based on customer and competitor insights as well as the product's value. The overall message is that the best marketing focuses on understanding customers and providing them with something worthwhile.
The document discusses several advertising campaigns created by The Martin Agency, an ad agency founded in 1965 and headquartered in Richmond, Virginia. It provides details on the founding and history of the agency, as well as campaigns they have created for clients like GEICO, Ritz crackers, and Walmart. Specifically, it summarizes the "Unskippable" campaign for GEICO that aims to capture attention in the first five seconds of YouTube ads, the "Life's Rich" campaign for Ritz focusing on meaningful relationships over possessions, and a "Steak-Over" campaign for Walmart replacing steaks at restaurants with their own steaks.
This document provides an excerpt from an interview with Tom Monaghan, the founder of Domino's Pizza. In the interview, Monaghan discusses how he transformed his small pizza shop into a multi-billion dollar business empire through his focus on delivering hot pizza within 30 minutes, persistence, hard work, and adherence to simple values. The interview highlights how Monaghan grew Domino's from an unimpressive first week of $99 in sales to over 3,800 stores globally generating nearly $2 billion in annual sales.
The document summarizes key insights and connections from attending the SXSW festival. Some notable takeaways included Adobe's employee innovation program called Kickbox, the importance of treating people well as a leader, and new opportunities in mobile apps, personalized styling, and using data to enhance the customer experience. The attendees planned to follow up on partnerships with companies demonstrating technologies like visual content creation tools, conversational interfaces for collecting customer data, and bot blocking solutions.
11 Tips for Building a Brand Newsroom: How the Rules of Content Marketing are...The Starr Conspiracy
This document provides 11 tips for building an effective brand newsroom based on principles of journalism. The tips include cutting out spin and being authentic, thinking like a journalist by providing value to the audience, developing personas to understand the audience perspective, taking a passionate evangelical approach to sharing your message, telling stories with a unique point of view, maintaining a consistent content cadence, being agile and topical in responding to current events, ensuring content relevance through proper timing and context, treating audiences like ongoing relationships rather than one-time transactions, keeping content concise for short attention spans, and designating a champion to lead the passion and credibility of the brand newsroom.
The document contains quotes from Bill Bernbach, a pioneering advertising executive, about creativity in advertising. Some key themes expressed are:
- Creativity should result in greater sales and economic benefits for clients.
- How an idea is conveyed is as important as what is said, to make an impression and get attention.
- Formulas and past research should not constrain creativity; fresh ideas are needed.
- Understanding human nature and what motivates people is key to effective communication.
- Artistry and original talent are practical tools that can differentiate advertising from other messages.
The document summarizes the key discussions and presentations from the B2B Emotional Engagement Conference in 2014. The conference highlighted the growing importance of emotional engagement in B2B marketing as buyers make more emotional decisions. Speakers discussed how marketers need to better understand audiences, leverage content marketing, and focus on building deeper connections rather than just promotions. The takeaway was that B2B buyers are people too, so marketers need to bring more humanity and personality to engage emotionally with audiences.
US PR Tactics / Course from General Assembly LondonLeslie Campisi
The document provides an overview of US public relations tactics presented by Leslie Campisi of Hotwire Public Relations. It discusses defining the scope of a PR campaign, determining what messaging to use with different types of US media, and some nuances of PR work. The speaker provides advice such as focusing on local US stories, matching company assets to relevant target media, starting with smaller outlets, and proving value with data rather than relationships. The presentation aims to help international companies understand how to effectively do PR in the US market.
Intuit: #SelfEmployed awareness campaign, presented by Geoff MorganSocialMedia.org
In his SocialMedia.org case study presentation, Intuit's Geoff Morgan shares how they used customer insights to build a social-led program and reach a new audience for QuickBooks.
Debunking Myths On Storytelling For Startups - LoudStory Startup League #2LoudStory
Unlocking the core concepts of storytelling can help entrepreneurs win the heart of their audience and stick there for a long time. This presentation was made at the LoudStory Startup League meetup in Paris.
Watch the video on Youtube.com/loudstory and join the movement on meetup.com
Connect to www.loudstory.com for more content on storytelling for startups
Market research and advertising work symbiotically to understand consumer needs and promote products. Market researchers examine buyer profiles and determine their needs, such as a family needing a spacious, safe vehicle or an individual wanting performance. Advertisers then craft messages around these needs, like promoting a vehicle's roominess for families or emphasis on speed for individuals. This ensures different buyer groups are targeted appropriately while maintaining demand. Market research also identifies unlikely markets, such as finding those interested in purchasing large amounts of cabbage. Through this interdependent relationship between understanding consumers and influencing their purchasing, both market research and advertising are able to be effective.
NW Bierhaus Jerky is joining the ever-growing premium beef jerky market and they need to stand out against other artisanal brands. With the budget of $5,000 we created a repositioning campaign, and suggested they change their name to NW Refuge and change their packaging to a more premium packaging based on our primary and secondary research. On this project I worked as the account planner/media planner.
This document provides an interview with Thomas Monaghan, the founder of Domino's Pizza. It discusses Monaghan's personal success philosophy, which is based on having 5 priorities - spiritual, social, mental, physical, and financial, in that order. Monaghan believes that by focusing on the first four priorities, financial success will follow. The interview explores each priority in depth and discusses books that influenced Monaghan. It also summarizes how Domino's Pizza started from Monaghan purchasing a small pizza shop and transforming it into a large franchise through persistence and adherence to his success philosophy.
As content marketing enters the "Trough of Disillusionment," medical practices struggle to implement the processes and people necessary to succeed. This presentation brakes down six ways you can simplify your approach to content marketing so you can make it through the Trough of Disillusionment unscathed.
http://www.incrediblemarketing.com/content-marketing-for-medical-practices
Intro to storytelling 5 - Debunking Myths on Storytelling for Startupsyrotsduol
This document debunks myths about storytelling and emphasizes its importance for startups and companies. It provides quotes and advice from successful entrepreneurs and investors about using storytelling to attract customers, employees, and investors. The quotes encourage companies to articulate their purpose and reason for existing in a way that inspires others through authentic and personal stories rather than just facts or product details.
This document provides a summary of an interview with Thomas Monaghan, the founder of Domino's Pizza, about his personal philosophy of success. Some key points made in the interview include:
- Monaghan transformed his small pizza shop into a giant business empire through developing a simple concept of delivering hot pizza within 30 minutes, incredible persistence, hard work, and a set of simple values.
- He faced many challenges along the way, including a near bankruptcy and losing control of the company temporarily.
- Monaghan's success philosophy, which he calls his "five priorities", guided how he built Domino's through trial and error. Having a clear philosophy helped him overcome adversity to achieve success.
I had a 20-minute slot to talk to MBA students about marketing communications in a digital world. In that limited time for such a vast topic, I shared some basic principles. I wish I could share more examples but this is the best I could do given the limited time.
The document contains advice and observations from advertising executive David Ogilvy on various aspects of advertising and running an advertising agency. Some of his key points include that the best ads come from personal experiences, consumers are influenced by content not form, encouraging ideas from all staff, testing all aspects of ads and campaigns, and satisfying psychological needs of followers to be an effective leader. He stresses the importance of ideas, facts over claims, and making ads interesting to readers.
The document provides guidance for real estate agents on how to stand out and grow their business in today's crowded market. It emphasizes the need to create a "Purple Cow" - something remarkable that attracts attention. Specifically, it advises agents to:
1) Cater to niche markets and create an "idea virus" that spreads within that niche, rather than trying to appeal to the masses.
2) Develop products and services so useful, interesting or outrageous that influential customers will tell others, helping the idea spread virally.
3) Realize that "very good" is no longer enough - the agent's offerings must be truly remarkable to break through the clutter.
Cut the crap - A guide to getting more bang for your marketing buck.Olly Harrison
This document provides guidance on effective marketing strategies. It emphasizes starting with something people want and making it accessible, memorable, and shareable. Specific tips include using a pricing curve to reach different customer segments, developing uniquely memorable marketing campaigns, and creating shareable content based on customer and competitor insights as well as the product's value. The overall message is that the best marketing focuses on understanding customers and providing them with something worthwhile.
The document discusses several advertising campaigns created by The Martin Agency, an ad agency founded in 1965 and headquartered in Richmond, Virginia. It provides details on the founding and history of the agency, as well as campaigns they have created for clients like GEICO, Ritz crackers, and Walmart. Specifically, it summarizes the "Unskippable" campaign for GEICO that aims to capture attention in the first five seconds of YouTube ads, the "Life's Rich" campaign for Ritz focusing on meaningful relationships over possessions, and a "Steak-Over" campaign for Walmart replacing steaks at restaurants with their own steaks.
This document provides an excerpt from an interview with Tom Monaghan, the founder of Domino's Pizza. In the interview, Monaghan discusses how he transformed his small pizza shop into a multi-billion dollar business empire through his focus on delivering hot pizza within 30 minutes, persistence, hard work, and adherence to simple values. The interview highlights how Monaghan grew Domino's from an unimpressive first week of $99 in sales to over 3,800 stores globally generating nearly $2 billion in annual sales.
The document summarizes key insights and connections from attending the SXSW festival. Some notable takeaways included Adobe's employee innovation program called Kickbox, the importance of treating people well as a leader, and new opportunities in mobile apps, personalized styling, and using data to enhance the customer experience. The attendees planned to follow up on partnerships with companies demonstrating technologies like visual content creation tools, conversational interfaces for collecting customer data, and bot blocking solutions.
11 Tips for Building a Brand Newsroom: How the Rules of Content Marketing are...The Starr Conspiracy
This document provides 11 tips for building an effective brand newsroom based on principles of journalism. The tips include cutting out spin and being authentic, thinking like a journalist by providing value to the audience, developing personas to understand the audience perspective, taking a passionate evangelical approach to sharing your message, telling stories with a unique point of view, maintaining a consistent content cadence, being agile and topical in responding to current events, ensuring content relevance through proper timing and context, treating audiences like ongoing relationships rather than one-time transactions, keeping content concise for short attention spans, and designating a champion to lead the passion and credibility of the brand newsroom.
The document contains quotes from Bill Bernbach, a pioneering advertising executive, about creativity in advertising. Some key themes expressed are:
- Creativity should result in greater sales and economic benefits for clients.
- How an idea is conveyed is as important as what is said, to make an impression and get attention.
- Formulas and past research should not constrain creativity; fresh ideas are needed.
- Understanding human nature and what motivates people is key to effective communication.
- Artistry and original talent are practical tools that can differentiate advertising from other messages.
The document summarizes the key discussions and presentations from the B2B Emotional Engagement Conference in 2014. The conference highlighted the growing importance of emotional engagement in B2B marketing as buyers make more emotional decisions. Speakers discussed how marketers need to better understand audiences, leverage content marketing, and focus on building deeper connections rather than just promotions. The takeaway was that B2B buyers are people too, so marketers need to bring more humanity and personality to engage emotionally with audiences.
US PR Tactics / Course from General Assembly LondonLeslie Campisi
The document provides an overview of US public relations tactics presented by Leslie Campisi of Hotwire Public Relations. It discusses defining the scope of a PR campaign, determining what messaging to use with different types of US media, and some nuances of PR work. The speaker provides advice such as focusing on local US stories, matching company assets to relevant target media, starting with smaller outlets, and proving value with data rather than relationships. The presentation aims to help international companies understand how to effectively do PR in the US market.
Intuit: #SelfEmployed awareness campaign, presented by Geoff MorganSocialMedia.org
In his SocialMedia.org case study presentation, Intuit's Geoff Morgan shares how they used customer insights to build a social-led program and reach a new audience for QuickBooks.
Debunking Myths On Storytelling For Startups - LoudStory Startup League #2LoudStory
Unlocking the core concepts of storytelling can help entrepreneurs win the heart of their audience and stick there for a long time. This presentation was made at the LoudStory Startup League meetup in Paris.
Watch the video on Youtube.com/loudstory and join the movement on meetup.com
Connect to www.loudstory.com for more content on storytelling for startups
Market research and advertising work symbiotically to understand consumer needs and promote products. Market researchers examine buyer profiles and determine their needs, such as a family needing a spacious, safe vehicle or an individual wanting performance. Advertisers then craft messages around these needs, like promoting a vehicle's roominess for families or emphasis on speed for individuals. This ensures different buyer groups are targeted appropriately while maintaining demand. Market research also identifies unlikely markets, such as finding those interested in purchasing large amounts of cabbage. Through this interdependent relationship between understanding consumers and influencing their purchasing, both market research and advertising are able to be effective.
NW Bierhaus Jerky is joining the ever-growing premium beef jerky market and they need to stand out against other artisanal brands. With the budget of $5,000 we created a repositioning campaign, and suggested they change their name to NW Refuge and change their packaging to a more premium packaging based on our primary and secondary research. On this project I worked as the account planner/media planner.
This document provides an interview with Thomas Monaghan, the founder of Domino's Pizza. It discusses Monaghan's personal success philosophy, which is based on having 5 priorities - spiritual, social, mental, physical, and financial, in that order. Monaghan believes that by focusing on the first four priorities, financial success will follow. The interview explores each priority in depth and discusses books that influenced Monaghan. It also summarizes how Domino's Pizza started from Monaghan purchasing a small pizza shop and transforming it into a large franchise through persistence and adherence to his success philosophy.
As content marketing enters the "Trough of Disillusionment," medical practices struggle to implement the processes and people necessary to succeed. This presentation brakes down six ways you can simplify your approach to content marketing so you can make it through the Trough of Disillusionment unscathed.
http://www.incrediblemarketing.com/content-marketing-for-medical-practices
Intro to storytelling 5 - Debunking Myths on Storytelling for Startupsyrotsduol
This document debunks myths about storytelling and emphasizes its importance for startups and companies. It provides quotes and advice from successful entrepreneurs and investors about using storytelling to attract customers, employees, and investors. The quotes encourage companies to articulate their purpose and reason for existing in a way that inspires others through authentic and personal stories rather than just facts or product details.
This document provides a summary of an interview with Thomas Monaghan, the founder of Domino's Pizza, about his personal philosophy of success. Some key points made in the interview include:
- Monaghan transformed his small pizza shop into a giant business empire through developing a simple concept of delivering hot pizza within 30 minutes, incredible persistence, hard work, and a set of simple values.
- He faced many challenges along the way, including a near bankruptcy and losing control of the company temporarily.
- Monaghan's success philosophy, which he calls his "five priorities", guided how he built Domino's through trial and error. Having a clear philosophy helped him overcome adversity to achieve success.
I had a 20-minute slot to talk to MBA students about marketing communications in a digital world. In that limited time for such a vast topic, I shared some basic principles. I wish I could share more examples but this is the best I could do given the limited time.
2. Lifeandcareer
• 1866–1932
• Lord & Thomas, Chicago (predecessor of Foote Cone Belding, now Draft FCB).
• Schlitz, Quaker Oats, Goodyear, Palmolive.
• He was cocky, but he KNEW what worked and what didn’t — through countless cycles of trial and error.
• He made a ton of money in his day. $185,000 a year — about $4 million today.
July 2, 2015Proprietary and confidential. Please use discretion.2
3. Principlesandphilosophy
• Advertising is salesmanship
• Focus on the individual customer
• Offer service
• The value of full information
• Tell your full story
• Be specific
• Psychology
• Samples and demonstration
• Emphasis on cost and result
• Testing and experimentation
• Sell to consumers, not to dealers
• Never advertise negatively
• Passion and hard work
July 2, 2015Proprietary and confidential. Please use discretion.3
5. “The only purpose of advertising is to make sales.”
July 2, 2015Proprietary and confidential. Please use discretion.5
6. “Advertising is multiplied salesmanship. It may appeal to thousands while the
salesman talks to one. A salesman’s mistake may cost little. An advertising mistake
may cost a thousand times as much. Be more cautious, more exacting, therefore.”
July 2, 2015Proprietary and confidential. Please use discretion.6
7. “The way to sell goods is to sell them.”
July 2, 2015Proprietary and confidential. Please use discretion.7
8. “That is one of the greatest advertising faults. Ad-writers abandon their parts.
They forget they are salesmen and try to be performers.
Instead of sales, they seek applause.”
July 2, 2015Proprietary and confidential. Please use discretion.8
10. “Don’t think of people in the mass. That gives you a blurred
view. Think of a typical individual.”
July 2, 2015Proprietary and confidential. Please use discretion.10
11. “The advertising man studies the consumer. He tries to
place himself in the position of the buyer.”
July 2, 2015Proprietary and confidential. Please use discretion.11
12. “Ads are planned and written with some utterly wrong conception. They are written
to please the seller. The interests of the buyer are forgotten. One can never sell
goods profitably, in person or in print, when that attitude exists.”
July 2, 2015Proprietary and confidential. Please use discretion.12
13. “Every campaign that I devise or write is aimed at some individual member of this
vast majority. I do not consult managers or boards of directors. Their viewpoint is
nearly always distorted. I submit them to the simple folks around me who typify
America. They are our customers. Their reactions are the only ones that count.”
July 2, 2015Proprietary and confidential. Please use discretion.13
14. “I know of nothing more ridiculous than gray-haired boards of
directors deciding on what housewives want.”
July 2, 2015Proprietary and confidential. Please use discretion.14
15. “We must get down to individuals. We must treat people in advertising
as we treat them in person. Center on their desires.”
July 2, 2015Proprietary and confidential. Please use discretion.15
16. “We cannot go after thousands of men until we learn how to win one.”
July 2, 2015Proprietary and confidential. Please use discretion.16
18. “Remember that the people you address are selfish, as we all are. They care nothing
about your interest or your profit. They seek service for themselves. Ignoring this
fact is a common mistake and a costly mistake in advertising.”
July 2, 2015Proprietary and confidential. Please use discretion.18
19. “People can be coaxed but not driven. Whatever they do they do to
please themselves. Many fewer mistakes would be in advertising if
these facts were never forgotten.”
July 2, 2015Proprietary and confidential. Please use discretion.19
20. “The best ads ask no one to buy. That is useless.”
July 2, 2015Proprietary and confidential. Please use discretion.20
22. “Ad ad-writer, to have a chance at success, must gain full
information on his subject. A painstaking advertising man
will often read for weeks on some problem which comes up.”
July 2, 2015Proprietary and confidential. Please use discretion.22
23. “Caffeineless coffee has been advertised for years. Only through weeks of reading
did we find the way to put it in another light.”
July 2, 2015Proprietary and confidential. Please use discretion.23
24. “To advertise a tooth paste this writer has also read many volumes of scientific
matter dry as dust. But in the middle of one volume he found the idea which has
helped make millions for that tooth paste maker.”
July 2, 2015Proprietary and confidential. Please use discretion.24
25. “The maker may say that he has no distinctions. However, there is nearly always
something impressive which others have not told. We must discover it.”
July 2, 2015Proprietary and confidential. Please use discretion.25
26. “Genius is the art of taking pains. The advertising man who
spares the midnight oil will never get very far.”
July 2, 2015Proprietary and confidential. Please use discretion.26
27. “The uninformed would be staggered to know the amount
of work involved in a single ad. This is no lazy man’s field.”
July 2, 2015Proprietary and confidential. Please use discretion.27
28. “Advertising is much like war... Our intelligence department is a vital factor.”
July 2, 2015Proprietary and confidential. Please use discretion.28
30. “When you once get a person’s attention, then is the time to
accomplish all you ever hope with him.”
July 2, 2015Proprietary and confidential. Please use discretion.30
31. “In every ad consider only new customers. People using your
product are not going to read your ads.”
July 2, 2015Proprietary and confidential. Please use discretion.31
32. “We cannot expect people to read our ads again and again.”
July 2, 2015Proprietary and confidential. Please use discretion.32
33. “In one reading of an advertisement one decides for or against a
proposition. And that operates against a second reading.”
July 2, 2015Proprietary and confidential. Please use discretion.33
34. “Ads should tell the full story. People do not read ads in a series.”
July 2, 2015Proprietary and confidential. Please use discretion.34
35. “We should not lose our opportunity. Every ad should include whatever we have
found appealing to any considerable class.”
July 2, 2015Proprietary and confidential. Please use discretion.35
36. “All appeals which prove themselves important should be included in every ad.”
July 2, 2015Proprietary and confidential. Please use discretion.36
37. “One fact appeals to some, one to another. Omit any one and a certain percentage
will lose the fact which might convince.”
July 2, 2015Proprietary and confidential. Please use discretion.37
38. “The more you tell, the more you sell.”
July 2, 2015Proprietary and confidential. Please use discretion.38
39. “Any reader of your ad is interested, else he would not be a reader.
July 2, 2015Proprietary and confidential. Please use discretion.39
41. “Give actual figures, state definite facts. Take the tungsten lamp as an example. Say
that it gives more light than other lamps, and people are but mildly impressed. Say
that it gives 3-1/2 times the light of carbon lamps, and people realize that you have
made actual comparisons. They will accept your claims at par.”
July 2, 2015Proprietary and confidential. Please use discretion.41
42. “The weight of an argument may often be multiplied by making it specific.”
July 2, 2015Proprietary and confidential. Please use discretion.42
43. “One actual figure counts for more than countless platitudes.”
July 2, 2015Proprietary and confidential. Please use discretion.43
44. “Indefinite claims leave indefinite impressions.
But definite claims get full credit and value.”
July 2, 2015Proprietary and confidential. Please use discretion.44
46. “Human nature is perpetual. So the principles of psychology are fixed and enduring.
You will never need to unlearn what you learn about them.”
July 2, 2015Proprietary and confidential. Please use discretion.46
47. “Curiosity is one of the strongest forms of human incentives.”
July 2, 2015Proprietary and confidential. Please use discretion.47
48. “Then he said, ‘Try our rivals’ too’ — said it in his headlines. He invited comparisons
and showed that he did not fear them. Buyers were careful to get the brand so
conspicuously superior that its maker could court a trial of the rest.”
July 2, 2015Proprietary and confidential. Please use discretion.48
49. “Many have advertised, ‘Try it for a week. If you don’t like it, we’ll return your
money.’ Then someone conceived the idea of sending goods without any money
down, and saying, ‘Pay in a week if you like them.’
That proved many times as impressive.”
July 2, 2015Proprietary and confidential. Please use discretion.49
50. “Remove all restrictions and say, ‘We trust you,’
and human nature likes to justify that trust.”
July 2, 2015Proprietary and confidential. Please use discretion.50
51. “Ask a person to take a chance on you, and you have a fight.
Offer to take a chance on them, and the way is easy.”
July 2, 2015Proprietary and confidential. Please use discretion.51
52. “An offer limited to a certain class of people is far more effective than a general offer.
Those who are entitled to any seeming advantage will go a long way
not to lose that advantage.”
July 2, 2015Proprietary and confidential. Please use discretion.52
53. “Prevention is not a popular subject, however much it should be.
People will do much to cure a trouble, but... little to prevent it.
They do not cross bridges in advance.”
July 2, 2015Proprietary and confidential. Please use discretion.53
55. “The product itself should be its own best salesman.”
July 2, 2015Proprietary and confidential. Please use discretion.55
56. “No argument in the world can ever compare with one dramatic demonstration.”
July 2, 2015Proprietary and confidential. Please use discretion.56
57. “Samples are of prime importance. However expensive,
they usually form the cheapest selling method.”
July 2, 2015Proprietary and confidential. Please use discretion.57
58. “You say that is expensive. So is it expensive to gain a prospect’s interest.”
July 2, 2015Proprietary and confidential. Please use discretion.58
59. “They would not think of sending out a salesman without samples. But they will
spend fortunes on advertising to urge people to buy without seeing or testing.”
July 2, 2015Proprietary and confidential. Please use discretion.59
60. “Many advertisers lose much by being penny-wise. That is why they ask ten cents
for a sample, or a stamp or two. Putting a price on a sample greatly retards supplies.
Then it prohibits you from using the word ‘Free’ in your ads.”
July 2, 2015Proprietary and confidential. Please use discretion.60
61. “Bear in mind that you are the seller. You are the one courting interest. Then don’t
make it difficult to exhibit that interest. Don’t ask your prospects to pay for your
selling efforts. Three in four will refuse to pay — perhaps nine in ten.”
July 2, 2015Proprietary and confidential. Please use discretion.61
62. “We do not advocate samples given out promiscuously. The product is cheapened.
Give samples to interested people only.”
July 2, 2015Proprietary and confidential. Please use discretion.62
64. “Your object in all advertising is to buy new customers
at a price which pays a profit.”
July 2, 2015Proprietary and confidential. Please use discretion.64
65. “Ads are not written to amuse, but to sell. And to sell at the lowest cost possible.”
July 2, 2015Proprietary and confidential. Please use discretion.65
66. “Countless advertisers without a trace on cost are judging ads by appearance. That
is why so much money is wasted in advertising. People do not know their costs...”
July 2, 2015Proprietary and confidential. Please use discretion.66
67. “The money is spent blindly, merely to satisfy some advertising whim.”
July 2, 2015Proprietary and confidential. Please use discretion.67
68. “...thousands of advertisers... spend large sums on a guess. And they are... paying
for sales 2 to 35 times what they need cost.”
July 2, 2015Proprietary and confidential. Please use discretion.68
69. “...figuring cost per customer ...that is the only way to gauge advertising.”
July 2, 2015Proprietary and confidential. Please use discretion.69
70. “I have no sympathy with dignified and orthodox advertising.
We are in business to get results.”
July 2, 2015Proprietary and confidential. Please use discretion.70
71. “Many an old advertiser has little or no idea of his advertising results.
The business is growing through many efforts combined,
and advertising is given its share of credit.”
July 2, 2015Proprietary and confidential. Please use discretion.71
72. “We see... men spending five dollars to do what one dollar might do. Men getting
back 30 per cent of their cost when they might get 150 per cent.”
July 2, 2015Proprietary and confidential. Please use discretion.72
73. “We can at least know what we pay. We can make keyed comparisons,
one ad with another.”
July 2, 2015Proprietary and confidential. Please use discretion.73
74. “I want to sell what I have to sell, and sell it at a profit.
I want the figures on cost and result.”
July 2, 2015Proprietary and confidential. Please use discretion.74
76. “We must discover what appeals are most impressive.
We learn that by keyed tests...”
July 2, 2015Proprietary and confidential. Please use discretion.76
77. “Guesswork is very expensive. Perhaps one time in fifty a guess may be right. But
fifty times in fifty an actual test tells you what to do and avoid.”
July 2, 2015Proprietary and confidential. Please use discretion.77
78. “I have little respect for most theories of advertising,
because they have not been proved.”
July 2, 2015Proprietary and confidential. Please use discretion.78
79. “Our success depends on pleasing people. By an inexpensive test
we can learn if we please them or not.”
July 2, 2015Proprietary and confidential. Please use discretion.79
80. “...let the thousands decide what the millions will do.”
July 2, 2015Proprietary and confidential. Please use discretion.80
81. “One can always learn what is wanted and what is not wanted,
without any considerable risk.”
July 2, 2015Proprietary and confidential. Please use discretion.81
82. “I never spent much money on any wrong theory.
I discovered quickly the right and the wrong.”
July 2, 2015Proprietary and confidential. Please use discretion.82
83. “I made so many mistakes in a small way, and learned something from each.
I made no mistake twice. Every once in a while I developed
some great advertising principle.”
July 2, 2015Proprietary and confidential. Please use discretion.83
84. “None of us can afford to rely on judgment or experience. New problems require new
experience. We must test our undertakings in the most exact way possible.”
July 2, 2015Proprietary and confidential. Please use discretion.84
85. “We find that some methods which succeed in one line cannot by applied to another.
So, regardless of principles, we must always experiment.”
July 2, 2015Proprietary and confidential. Please use discretion.85
87. “We cannot afford to sell anything twice. We cannot spend large sums in expense
and concessions in selling our goods to dealers. Then spend other large sums in
selling for the dealer. The tax is too great on the consumer. We must choose.”
July 2, 2015Proprietary and confidential. Please use discretion.87
88. “Much money is often frittered away on... dealer help.”
July 2, 2015Proprietary and confidential. Please use discretion.88
89. “To get dealers to stock an unknown line on promise of advertising is not easy.
They have seen too many efforts fail, too many promises rescinded.”
July 2, 2015Proprietary and confidential. Please use discretion.89
90. “The average dealer does what you would do. He exerts himself on brands of his
own, if at all. Not on another man’s brand. ...they make four times as much on
products of their own.”
July 2, 2015Proprietary and confidential. Please use discretion.90
91. “Many of the wrecks in advertising come from trying to sell things over and over.
One first sells to the jobber, and he demands a large percentage.
Then he tries to sell to the retailer. He wants free goods and extra margins.
Yet all the results depend on the consumer.”
July 2, 2015Proprietary and confidential. Please use discretion.91
92. “One can never win out in that way. It is like a man who tries to do business with
excessive overhead. He bears the expense, the risk, and the effort,
and his profits are dissipated.”
July 2, 2015Proprietary and confidential. Please use discretion.92
93. “If a line can be sold by interesting dealers, let the dealer sell. But if we are going to
sell our goods for him, we cannot pay him more than the profit
of a mere distributor.”
July 2, 2015Proprietary and confidential. Please use discretion.93
94. “Win consumers and let them sell to dealers.”
July 2, 2015Proprietary and confidential. Please use discretion.94
97. “To attack a rival is never good advertising. Don’t point out others’ faults. The
selfish purpose is apparent.”
July 2, 2015Proprietary and confidential. Please use discretion.97
98. “Do not picture or feature ills. The people you appeal to have enough. Show and
feature the happier results which come from your product or methods.”
July 2, 2015Proprietary and confidential. Please use discretion.98
99. “Repulsive ideas seldom won readers or converts. People do not want to read of the
penalties. They want to be told of the rewards.”
July 2, 2015Proprietary and confidential. Please use discretion.99
100. “People are seeking happiness, safety, beauty, and content.
Then show them the way.”
July 2, 2015Proprietary and confidential. Please use discretion.100
101. “Tell people what to do, not what to avoid.”
July 2, 2015Proprietary and confidential. Please use discretion.101
102. “Assume that people will do what you ask. Say, ‘Send now for this sample.’
Don’t say, ‘Why do you neglect this offer?’”
July 2, 2015Proprietary and confidential. Please use discretion.102
103. “The positive ad outpulls the other four to one.”
July 2, 2015Proprietary and confidential. Please use discretion.103
105. “The man who does two or three times the work of another learns two or three times
as much. He makes more mistakes and more successes, and he learns from both.”
July 2, 2015Proprietary and confidential. Please use discretion.105
106. “We do best what we like best.”
July 2, 2015Proprietary and confidential. Please use discretion.106
107. “I have always been an addict to work. I love work as other men love play.
It is both my occupation and my recreation.”
July 2, 2015Proprietary and confidential. Please use discretion.107
108. “I consider business as a game and I play it as a game.
That is why I have been, and still am, so devoted to it.”
July 2, 2015Proprietary and confidential. Please use discretion.108
110. “Advertisers will multiply when they see that advertising can be safe and sure. Small
expenditures made on a guess will grow to big ones on a certainty. Our line of
business will be finer, cleaner, when the gamble is removed. And we shall be prouder
of it when we are judged on merit.”
July 2, 2015Proprietary and confidential. Please use discretion.110
111. “Safe principles are evolved only by those who know with reasonable exactness
what the advertising does.”
July 2, 2015Proprietary and confidential. Please use discretion.111
112. “Every ad is surrounded by countless appeals. Every effort involves much expense.
The man who wins out and survives does so only because of superior science and
strategy. He must know more, must be better grounded,
must be shrewder than his rivals.”
July 2, 2015Proprietary and confidential. Please use discretion.112