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Did You Know That Coupons Help Track Your Advertising Dollars?
It's not just the cost of a product that is on the customer's mind. Customers want to save money. They know that if they save a dollar, that's another dollar still hidden in their pocket. All though there are still a big percentage of shoppers...
Paid Search Advertising that Delivers Maximum ROI
Paid Search Advertising (also Pay-Per-Click, PPC) has gained a significant influence in the search engine industry over past couple of years. Whilst a traditional search engine optimisation still remains the online marketing strategy number one,...
Pay-For-Performance Affiliate Networks Are Easy On Your Advertising Budget
Affiliate marketing is one of the best ways to spend your marketing dollars. It is called pay-for-performance marketing. You as an online store owner or service provider only pay affiliates that bring traffic and customer sales to your site. How An...
The Most Effective Free Advertising
Copyright © Ollie Rains
http://www.OMRains.net
After a few months of advertising my online business opportunities' website, I have learned a valuable, but true advertising fact. The best way to advertise an affiliate program is through...
Time Proven Internet Advertising Options
Copyright 2005 Glenn McDonald
Your online business will likely require more advertising than a contemporary business downtown, yet some new to the world of online business do not spend the time and money to advertise their business appropriately...
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The Arrival of the Founder of Modern Day Advertising
Copyright 2005 Presslink Publishing
This is the second in a series of articles about the history of
advertising from it's early modern beginnings to present day.
Why is it important?
Because today there are no new ideas, just different angles on
the original ideas. And the old ideas were the best.
The early pioneers of marketing left us with great legacies,
ones which all the present day maketers use to their advantage.
And you should do too.
I'll begin this article where I left off in the previous one -
when John E.Kennedy just arrived on the scene.
1904 It was on one May evening that a former Canadian mountie,
John E. Kennedy, sent a note to the head of Lord and Thomas.
This is what the note said:
"I am in the saloon downstairs. I can tell you what advertising
is. I knowyou don't know. It will mean much to me to have you
know what it is and it will mean much to you. If you wish to
know that advertising is, send the word "yes" down by the bell
boy.
signed
John E. Kennedy"
Ambrose Thomas, the head of Lord and Thomas, dismissed the note
as arrogance. But his junior partner, Albert Lasker, spotted it
and wanted to know more.
This was Lasker's reply:
"Yes"
Albert Lasker
Lasker met Kennedy that first evening. And what Kennedy had to
say changed the face of advertising - and it still applies today.
His statement was: "Advertising is Salesmanship-in-Print." It is
a definition that no-one has been able to better to this day.
Here's my understanding of Salesmanship-in-Print:
There is no difference between ads, websites, newsletters,
brochures, press releases, or being sat in front of your
customers - face to face.
And to succeed at selling in print it is necessary to study
others that have made a living at it, past and present.
98% of marketers have no idea of how to sell in print.
Therefore, study direct response marketers. They are the only
ones who can prove what works. Direct Marketing, by definition,
is a method that sells its products without sales people.
It is always measurable. And the top direct marketers do measure
it.
To succeed you need to make your sales process do the same as if
you were sat right next to your customer.
Your website, sales letter, press release, newsletter, brochure,
or anything else in print has to connect with your prospects'
emotional hot buttons to persuade him or her to take some sort
of action.
Your advertising should not be
about 'image' or 'branding', it
should be about telling your own unique story in a language that
appeals to your prospects needs, wants, desires, fears and
vanity.
Lasker related to what Kennedy talked about. He too had been
searching for many years to the answer that Kennedy had now
given him.
Consequently, Kennedy was hired by Lord and Thomas and became
the highest paid copywriter of the time. A massive $52,000 a
year (some say even more).
Lord and Thomas became a training ground for copywriters as
Lasker got Kennedy to write all of his principles into a series
of lessons called: "The Book of Advertising Tests."
Kennedy left Lord and Thomas in 1907 but returned in 1911 as a
highly paid freelance copywriter. And in 1912, his Book of
Advertising Tests was re-published as "Reason Why Advertising"
and in 1914 he wrote his second book
"Intensive Advertising."
John E. Kennedy's "Reason Why Advertising" became a big hit. But
if you think about it, what a great title. It seems obvious that
you should give your customers a reason to buy your product.
But lots of advertisers, even today, do not. They merely say:
"Buy my product."
They are making a big mistake of not explaining: "Buy my product
because......."
Are you making these mistakes in your marketing?
You can get a copy of Kennedy's Reason Why Advertising for free,
right here:
http://www.LongLostMarketingSecrets.com/Reason_Why_Advertising.pd
f
1903 Walter Dill Scott produces his first book: "Theory of
Advertising."
1906 WK Kellogg places his first ad for Corn Flakes in six
mid-western newspapers. By 1915 he is spending $1 million on
national ads.
1907 Kennedy leaves Lord and Thomas to "go it alone."
Lasker was left in the lurch. How could he find a replacement
for a man like Kennedy? He must have been a hard act to follow.
In my next article I'll detail how Lasker did indeed replace
Kennedy with a man who made an enormous contribution to the
world of advertising.
Till then, I suggest you devour Kennedy's manuscript. It'll make
a difference to the way you think about writing your sales copy.
About the author:
Peter Woodhead is the author of Long Lost Marketing Secrets,
other niche websites and a member site. He offers a free 9 Part
e-course at: http://www.LostSecretsofMarketingLegends.com Get it
today! And you can get his 4 sales and marketing books by
visiting: http://www.LongLostMarketingSecrets.com or view his
member site at: http://www.PublicDomainResource.com
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| Welcome to Advertising.com |
| This screen will only appear once. The country you select will become the default page for your return visits to Advertising.com ... |
| www.advertising.com |
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| Advertising - Wikipedia, the free encyclopedia |
| Wall or rock painting for commercial advertising is another ... For example, think of an advertising campaign targeting a female audience aged 25 to 45. ... |
| en.wikipedia.org |
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| Online Behavioral Contextual Advertising and Marketing. |
| An advertising network offers content targeted advertising service on CPC/PPC basis. |
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| Advertising |
| You've found the ultimate resource for everything advertising. Weekly feature articles, in-depth coverage of the latest advertising mediums and industry ... |
| advertising.about.com |
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| BidVertiser - Pay Per Click Advertising On Sites Of Your Choice. |
| Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers. |
| www.bidvertiser.com |
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| Google Advertising |
| Allows you to buy advertising on the Google search engine, or on other sites through its AdSense program. Includes a tour and FAQ. |
| www.google.com |
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| Business Week Online: Advertising |
| Get advertising information on companies that have appeared in our directories, ... Click here to open a new window to our Special Advertising Section. ... |
| www.businessweek.com |
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| Texas Advertising @ The University of Texas at Austin |
| Submit your URL to Advertising World ... Search WWW Search advertising.utexas.edu ... Center for Interactive Advertising Updated November 2006. |
| advertising.utexas.edu |
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| Advertising Standards Authority - Home |
| The ASA is independent regulator for advertisements, sales promotion and direct marketing in the UK. |
| www.asa.org.uk |
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| Boston Globe Media - Boston.com |
| More than one million registered users allow Boston.com to target advertising by demographics (age, gender, income, job title, and industry), ... |
| www.boston.com |
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| Lycos Advertise@Lycos |
| Advertising Opportunities on the Lycos Network ... Banner Advertising, Rich Media, Display Advertising on Lycos Network. Ari Bluman - 24/7 RealMedia ... |
| advertising.lycos.com |
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| PhysicsWeb - Advertising |
| Physics World and PhysicsWeb, the complete solution to your advertising needs ... For detailed guidelines on how to supply your advertising materials, ... |
| physicsweb.org |
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| MaineToday.com 2006 Online Media Kit |
| ... Kit Why Advertise on MaineToday.com? Advertising Products · Audience · Content Areas · Service · Contact · Advertisers. Why Advertise on MaineToday.com. |
| advertising.mainetoday.com |
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| The Wall Steet Journal |
| ... go to www.wsj.com/freetrial for a free month of WSJ.com to experience the benefits of using print and online together. spacer. Advertising Information ... |
| advertising.wsj.com |
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| Inteactive Advertising Bureau |
| Global nonprofit group open to companies actively engaged in the sale of interactive advertising and marketing. Membership features IAB events, ... |
| www.iab.net |
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| AAF: American Advertising Federation |
| The AAF protects and promotes the well-being of advertising through a unique, nationally coordinated grassroots network of advertisers, agencies, ... |
| www.aaf.org |
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| MSN Advertising - Online Advertising from MSN including ad ... |
| Online advertising from MSN helps marketers build powerful brand and direct relationships with consumers. |
| advertising.msn.com |
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| Advertising Association |
| The Advertising Association is a federation of 32 trade bodies representing the advertising and promotional marketing industries including advertisers, ... |
| www.adassoc.org.uk |
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| Advertising: See what people are saying right now on Technorati |
| See all blog posts tagged with advertising on Technorati. |
| www.technorati.com |
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