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A Lifetime of Revenue ~ #1 Method Of The Original Mad Men


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Special Report: How sales fortunes are made . . . even in the worst economies.

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A Lifetime of Revenue ~ #1 Method Of The Original Mad Men

  1. 1. #1 METHOD of The ORIGINAL MAD MEN A Lifetime of Revenue How sales fortunes are made… even in the worst economies The Quantum Leap For Modern Marketers Struggling Through the Recession Another exclusive publication from
  2. 2. “Crisis, competition and change challenge each of us to write better, communicate better, and sell better.” —Debora Griffith, CEO, Towne AllPoints Practically everyone is interested in making more money. This is especially so in recessionary times. Entrepreneur George Haylings slept in his car while building his advertising profits during the Great Depression. Self-made millionaire Joe Karbo and mail order maverick Ernest Weckesser wrote breakthrough biz-op ads which ran in the Wall Street Journal at the height of the 1970’s recession. Such ads never appeared in the Journal before. Boardroom launched its business development classic, I-Power, during the recession of the early 90’s. The power of direct marketing makes itself felt all the more acutely during these “bad times” as it demands accountability. Precisely why Towne AllPoints is pleased to present to you an enhanced classic of a timeless sales masterpiece. How to Sell Anything Using Scientific Advertising is an easy read designed to help revenue marketers beat the recession quicker, faster, better. In this free e-Book you’ll understand the origin and intent of accountable marketing. Just seeing how direct response actually works will benefit you automatically. Early mavericks of direct used one axiom to gut an undeniable niche in sales history. Here it is: the only profit center of a business is its customer. A direct marketing effort takes a person who doesn't know a product— or a service someone's never heard of—holds his hand along the sales journey and takes him all the way through to buying. In this way, direct differs from branding, image advertising, and publicity. Sadly, certain marketers are skeptical of this simple tactic because . . . Tia Dobi Portfolio Piece: Concept, Ghostwriting, Graphics, Desktop Publishing (310) 839-2468
  3. 3. “This is no lazy man’s field.” —Claude Hopkins, Scientific Advertising, 1923 Direct response defies common sense Ask any recent marketing grad (or advertising veteran) what they know about men like John Caples, Eugene Schwartz, or Rosser Reeves, and you’re likely to get deer-in-the-headlight glares. A Word from David Ogilvy’s Brother-in-Law: “Let’s say you’re in business. Your advertising isn’t working and your sales are going down. And everything depends on it. Your future depends on it. And you walk into this office and talk to me, and you sit in that chair. Now, what do you want out of me? Fine writing? …Do you want masterpieces? Or do you want to see the goddamned sales curve -Rosser Reeves, Inventor of the USP stop moving down and start moving up?” Mention “junk mail” however, and heads will nod in recognition (perhaps insulting a person’s allegiance or semblance of meaning). Open your mouth to say more and the audience clears the room. This is a typical reaction. To the uninitiated, direct response is off-putting. Despite the reality that, since its inception, direct marketing is guilty of one thing: making billions of cash registers ring. We believe direct is maligned (or not used anywhere near its full-throttle capacity) simply because its genetic makeup is neither studied nor understood. But let’s face it, anything with a big payoff takes elbow grease! As The Godfather of Direct says, “This is no lazy man’s field.” What’s more, as marketing channels proliferate . . . the US mail system innovates . . . and technologies track prospect preference, buyer spend, and order delivery down to their DNA . . . direct marketing never had it so good. The ability to hyper-target messaging ensures personally touching a reader with bulls-eye accuracy . . . The birth of virtual selling We have Uncle Sam to thank for blasting “direct” onto the sales scene Tia Dobi Portfolio Piece: Concept, Ghostwriting, Graphics, Desktop Publishing (310) 839-2468
  4. 4. As Web 3.0 sweeps our world, the inventors of Print 1.0 have some things to tell you. from the pages of a Montgomery Ward catalog in 1872. It was the first time the United States Postal Service gave merchants direct access to homes on the prairie. Settlers loved their payoff. A pipeline to goods like ranch tools, horse tack and school dresses without precious time away from the fields or family made home shopping a win-win. Here, in a brave new virtual world of seller paper and buyer trust, word for word, dollar for dollar, direct response technique earned its reputation as “salesmanship in print.” The power of direct writing from mail order catalog into newspaper advertorials, magazine print ads, and sales letters (personally signed by business owners and product inventors) spread like wildfire. Decades later, credit cards and satellite television supplied new outlets for the discipline. Ditto 21st Century QR Codes. All this “extra” response while the mechanics remain the same . . . How direct response really works Direct marketing does not create demand for a brand because no human being can be cajoled into buying. (A fact overlooked by internet marketers attempting to convince for conversion.) Instead, direct appeals to a prospect’s dominant emotional resonance (primal desire) to evoke an instantaneous response. Direct channels demand by channeling emotions. When you approach the reader with an advertorial appeal . . . and you talk to the person about fulfilling their desires . . . or assuaging their fears . . . or eliminating their frustrations . . . by the time you get around to the sales copy, you’re their friend and advocate instead of a salesperson trying to get them to sign the dotted line. But direct messaging doesn’t leave response to chance—it requests it. In each effort, prospects are asked to take an action. Such as . . . buy a product, request more information, make a phone call, download an e-Book, or answer a survey. What makes direct wickedly effective  Answers “What’s in it for me?”, “How will your offer help meet my need?”, and “Why should I choose you over my other alternatives?” Tia Dobi Portfolio Piece: Concept, Ghostwriting, Graphics, Desktop Publishing (310) 839-2468
  5. 5.  Uses plain Jane graphics, conversational copy, an interest grabbing headline, product features and benefits, and a compelling call to action.  Rewards the seller with endless data insights via response-tracking and control-testing mechanisms that act as guiding compasses for future campaigns. Fortunately, direct response mastery is no respecter of industry, medium, economy, or era. As Web 3.0 sweeps our world, nothing about selling to human nature has changed since the inventors of Print 1.0 relied on direct response to move millions of goods and services. Once you get the hang of it, you’re like a judo master harnessing the immense natural power of emotions to your advantage. Now, Now, Now . . . Use direct to sell anything Before you engage more prospects on Facebook, throw all your resources into creating the next viral dancing cat sensation, dial for dollars, hit the Send button, or buy more media, consult How To Sell Anything Using Scientific Advertising by Claude Hopkins first. GO HERE NOW AND READ YOUR FREE COPY Tia Dobi Portfolio Piece: Concept, Ghostwriting, Graphics, Desktop Publishing (310) 839-2468 Claude Hopkins is the Godfather of Direct. Get this guide and know more about marketing than most in the industry.