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Author: Robert W. Bly
Publisher: Kallisti Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 79
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Book Description
Laws are broken. Rules get bent. AXIOMS [ak-see-uhms] –noun 1. statements or propositions that are regarded as being established, accepted, or self-evidently true 2. the sublime and intrinsic facts of a subject that form the foundational underpinnings upon which one can build unbounded and limitless success. The AXIOMS of Copywriting are – Offer > Brand Long Copy Works More Research = Better Copy More Experiences = Better Copy Effectiveness = 1/# People Discover the 5 universal elements of persuasion that form the foundation of writing advertising and marketing copy that sells. In this book, we delve into the 5 most important fundamentals of persuasion in print broadcast and on-screen. We call them AXIOMS because they are universal and work virtually all the time. More and more copywriters today do not know the proven rules and principles of persuasion. Why this refusal to adhere to first principles? Many copywriters don’t understand the fundamentals of sales writing. Some copywriters look down upon the time-tested rules as old-fashioned, out-of-touch, or even antiquated. Others are more concerned with winning creative awards and filling their portfolios with snazzy ads rather than effective ads that send sales through the roof. What you’ll learn in this book How to generate 1 OX more sales for your ad dollars. Page 3. The 6 characteristics of winning offers. Page 4. Using offers that support the brand. Page 6. 10 questions to ask before testing your offer. Page 11. Gevalia Coffee’s amazing offer. Page 13. What should your ad sell-the product or the offer?Page 19. 79 tested offers. Page 20. What works best-long copy or short copy? Page 28. How research can help you write kick-butt copy. Page 37. 7 ways to prove claims in your copy. Page 46. The 4-step discovery process for copywriting. Page 50. 11 ways to use life experience to make your copy stronger. Page 67. The best process for copy reviews. Page 71. The 25-50-25 rule for making edits. Page 77.
Author: Robert W. Bly
Publisher: Kallisti Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 79
Get Book Here
Book Description
Laws are broken. Rules get bent. AXIOMS [ak-see-uhms] –noun 1. statements or propositions that are regarded as being established, accepted, or self-evidently true 2. the sublime and intrinsic facts of a subject that form the foundational underpinnings upon which one can build unbounded and limitless success. The AXIOMS of Copywriting are – Offer > Brand Long Copy Works More Research = Better Copy More Experiences = Better Copy Effectiveness = 1/# People Discover the 5 universal elements of persuasion that form the foundation of writing advertising and marketing copy that sells. In this book, we delve into the 5 most important fundamentals of persuasion in print broadcast and on-screen. We call them AXIOMS because they are universal and work virtually all the time. More and more copywriters today do not know the proven rules and principles of persuasion. Why this refusal to adhere to first principles? Many copywriters don’t understand the fundamentals of sales writing. Some copywriters look down upon the time-tested rules as old-fashioned, out-of-touch, or even antiquated. Others are more concerned with winning creative awards and filling their portfolios with snazzy ads rather than effective ads that send sales through the roof. What you’ll learn in this book How to generate 1 OX more sales for your ad dollars. Page 3. The 6 characteristics of winning offers. Page 4. Using offers that support the brand. Page 6. 10 questions to ask before testing your offer. Page 11. Gevalia Coffee’s amazing offer. Page 13. What should your ad sell-the product or the offer?Page 19. 79 tested offers. Page 20. What works best-long copy or short copy? Page 28. How research can help you write kick-butt copy. Page 37. 7 ways to prove claims in your copy. Page 46. The 4-step discovery process for copywriting. Page 50. 11 ways to use life experience to make your copy stronger. Page 67. The best process for copy reviews. Page 71. The 25-50-25 rule for making edits. Page 77.
Author: Joseph Sugarman
Publisher: John Wiley & Sons
ISBN: 111842879X
Category : Business & Economics
Languages : en
Pages : 374
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Book Description
Great copy is the heart and soul of the advertising business. In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.
Author: Robert W. Bly
Publisher: Kallisti Publishing
ISBN:
Category : Business & Economics
Languages : en
Pages : 113
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Book Description
Laws are broken. Rules get bent. AXIOMS [ak-see-uhms] –noun 1. statements or propositions that are regarded as being established, accepted, or self-evidently true 2. the sublime and intrinsic facts of a subject that form the foundational underpinnings upon which one can build unbounded and limitless success. The Premiere Book in the Exciting New Line That Puts a Foundation Underneath Your Efforts! The AXIOMS of Marketing are Marketing Effectiveness Is Not Subjective Likeability ‡ Effectiveness High Accuracy = High Results Lead Quality = 1/Lead Quantity Knowledge Is Finite Emotion > Facts In The AXIOMS of Marketing, you have 6 undeniable truths about marketing, what they can do, and how to implement them in your marketing for maximum results. The axioms work virtually all the time, and when you defy one or more of the axioms, your marketing results invariably falls short of the mark. What’s the difference between a rule and an AXIOM? A rule is a guideline to follow that has a strong probability of yielding the expected result. An AXIOM is an immutable law which can be violated only under the most extraordinary circumstances if at all. The value of having these AXIOMS written out for you is I think obvious, but in case not, let me state it plainly: By obeying these AXIOMS, and making your promotions conform to them, you can substantially improve your marketing results. Conversely, when you ignore all or even one of these marketing axioms, you risk poor results and monetary losses. One other advantage of mastering and following these 6 AXIOMS of marketing is that they, unlike marketing technology and channels, are immutable and do not change over time. “The same principles of human desire and methods of influence that guided the markets of ancient Greece are still operating today,” writes Craig Simpson and Brian Kurtz in their book The Advertising Solution. “In order to get people to do what you want them to do, you have to understand what motivates them. You also have to know how to prevent yourself and your product to get their interest, their trust, and ultimately their willingness to call you, visit you, or send you their money.” What You’ll Learn in The AXIOMS of Marketing Why you should avoid making marketing decisions based on subjective judgment. The 25-50-25 rule of testing marketing variables. 14 A/B split tests worth doing. How to make your marketing tests statistically valid. Do ads consumers find entertaining outsell other ads? The 5 characteristics of winning advertisements. Don’t underestimate the power of targeted marketing. Profiting from the Recency, Frequency, Monetary formula. Understanding demographics. Selling to the “starving crowd.” Succeed in internet marketing with the Agora Model. 6 ways to take a deeper dive into the mind of your prospect. The inverse correlations between lead quality and lead quantity. The MAO-FU formula for qualifying prospects. 8 proven ways to generate more sales leads. The importance of calculating lifetime customer value. The 5-step Motivation Sequence for more powerful persuasion. 31 ways to increase response to your ads. 50 ways to increase direct mail response rates. 31 ways to increase response to your ads. Increase content marketing ROI. Coping with “Big Data.” Which is more potent-emotion or facts? The BDF formula for finding your customer’s “dominant resident emotion.”
Author: Joseph Sugarman
Publisher: Delstar Pub
ISBN: 9781891686016
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
Joseph Sugarman has been recognized worldwide for his ability to create persuasive advertising copy that turns a prospect into a customer. ADVERTISING SECRETS OF THE WRITTEN WORD is a comprehensive textbook that teaches you the step-by-step techniques you can follow to write advertising copy - the same lessons taught at his exclusive $3,000 seminars. The entertainingly illustrated book provides insights into the skills it takes to be a great copywriter & how to develop them. It then takes you into the thought process of ad creation, providing a very disciplined procedure that anybody can follow. A chapter reveals the "psychological triggers" & how they can be used effectively to "cause prospects to exchange their hard-earned money for your product or service." The book also presents many personal stories, advertising examples & many of Sugarman's own ads along with the reasons for their success or failure. Ray Schultz, editor of Direct Magazine says, "There is no better model for copywriters or magazine editors than Joe Sugarman." Quotes by Richard Thalheimer, President of The Sharper Image, Jack Canfield, co-author of Chicken Soup for the Soul & Vice President Albert Gore are shown on the back cover.
Author: Paul Feldwick
Publisher: Troubador Publishing Ltd
ISBN: 1784628468
Category : Business & Economics
Languages : en
Pages : 208
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Book Description
How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else again?
Author: J. F. (Jim) Straw
Publisher: Kallisti Publishing
ISBN: 0984816208
Category : Business & Economics
Languages : en
Pages : 128
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Book Description
J.F. (Jim) Straw began his business career when he was nine years old. Since then, his business activities have generated over $500,000,000 in revenues. In his book Mustard Seeds, Shovels, & Mountains, Mr. Straw explains how he used what he calls “Physio-Psychic Power” to achieve such incredible success. If you learn nothing else from this book, learn that information only becomes knowledge when you use it and the information you have used or failed to use in the past is the reason you are where you are today. You can be your best friend—or your worst enemy. No one forces you to be what you are or do what you do (or don’t do). What you have today is a direct result of what you did yesterday. What you will have tomorrow will be a direct result of what you do (or don’t do) today. It’s up to you…J.F. (Jim) Straw began his business career when he was nine years old. Since then, his business activities have generated over $500,000,000 in revenues. In his book Mustard Seeds, Shovels, & Mountains, Mr. Straw explains how he used what he calls “Physio-Psychic Power” to achieve such incredible success. If you learn nothing else from this book, learn that information only becomes knowledge when you use it and the information you have used or failed to use in the past is the reason you are where you are today. You can be your best friend—or your worst enemy. No one forces you to be what you are or do what you do (or don’t do). What you have today is a direct result of what you did yesterday. What you will have tomorrow will be a direct result of what you do (or don’t do) today. It’s up to you…
Author: Joe Plummer
Publisher: John Wiley & Sons
ISBN: 0470140356
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
Praise for The Online Advertising Playbook "Finally, someone has documented all we know about online advertising and how to do it right. As much as this confirms that online advertising really works, we know that marketers don't always get it right. The ARF's The Online Advertising Playbook provides critical insight on what sticks and what doesn't in online advertising and marketing." —Greg Stuart, CEO and President, Interactive Advertising Bureau and coauthor of What Sticks "The Online Advertising Playbook's principles, case studies, and strategic insights equip marketers with the best knowledge available. It will help your online advertising achieve the full range of marketing objectives, from lead generation and customer acquisition to driving trial and loyalty." —Tim Kopp, Vice President, Global Interactive Marketing, The Coca-Cola Company "To grow interactive marketing from here we need to institutionalize our wisdom and experience about what works. This book explains, in a disciplined way, what marketers have learned from a decade of massive change." —Ted McConnell, Interactive Innovation Director, Procter & Gamble "The Online Advertising Playbook is a milestone in the maturation of interactive advertising, but also an invaluable go-to guide for managers trying to make smart decisions with their advertising budgets." —Van Riley, Vice President of Research, AOL "The best marketing communication is spawned from what I call 'informed intuition.' After reading The Online Advertising Playbook, I am far better informed on how to optimize the online channel in our advertising and promotional programs. It's a perfect blend of case studies and research-backed learning." —Rod DeVar, Manager, Advertising and Promotion, United States Postal Service "Savvy marketers should take advantage of The Online Advertising Playbook's findings and principles to get real results." —Chris Theodoros, Director of Industry Relations, Google "A work of wisdom and rigor in the digital space that is as relevant for the newbie as it is for the digerati." —Mike Donahue, Executive Vice President, American Association of Advertising Agencies "This is a must-read for any marketing executive involved in online advertising. It's high time that a book looks at online advertising in the context of an integrative promotional strategy, one meant to set objectives, establish creative strategies, and measure results. The book nicely ties the various components of online advertising to relevant case studies, and the emphasis on measurement and results is refreshing. Not only is it relevant for marketing executives, it would also be a good basic text for any Internet advertising course and a good adjunct to any Internet marketing course." —Henry Assael, Professor of Marketing, Stern School of Business, New York University
Author: Robert W. Bly
Publisher: Holt Paperbacks
ISBN: 9780805011944
Category : Language Arts & Disciplines
Languages : en
Pages : 372
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Book Description
A book for everyone who writes or edits copy, it reveals dozens of techniques that can help you write ads, commercials, and direct mail that get more attention and sell more products.
Author: J. George Frederick
Publisher: Routledge
ISBN: 1000082954
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
This book collects together pieces by significant figures in American advertising, including George L. Dyer, who at the time of his death left almost no other written record of his point of view. There is a substantial introduction by the editor, which interweaves the history of advertising with the history of the era of American industrial coming-of-age, touching not only on the impact of mass-production, but also the beginnings of corporate social responsibility.
Author: Peter Merholz
Publisher: "O'Reilly Media, Inc."
ISBN: 1491938374
Category : Computers
Languages : en
Pages : 199
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Book Description
Design has become the key link between users and today’s complex and rapidly evolving digital experiences, and designers are starting to be included in strategic conversations about the products and services that enterprises ultimately deliver. This has led to companies building in-house digital/experience design teams at unprecedented rates, but many of them don’t understand how to get the most out of their investment. This practical guide provides guidelines for creating and leading design teams within your organization, and explores ways to use design as part of broader strategic planning. You’ll discover: Why design’s role has evolved in the digital age How to infuse design into every product and service experience The 12 qualities of effective design organizations How to structure your design team through a Centralized Partnership Design team roles and evolution The process of recruiting and hiring designers How to manage your design team and promote professional growth
