Excerpt from How to Write Advertisements That Sell
Advertising is one of three great selling forces: The salesman speaking, the sales letter written, the advertisement printed, all aim to arouse demand for goods - all, through their various mediums, carry the one vital message that makes sales
Advertising is more than proper type or strong layout, stylish dress for page or circular; more than honest statement or attention-getting use of colors, size and position; more even than judgment in the choice of efficient, economical mediums; more than business ability in eliminating dead names from mailing lists and getting big space value for the season's appropriation. A flaw in the mechanical chain of advertising often lets the entire campaign fall. But you may get perfection in all these details, and your advertising still will fail, until you find the appeal that makes men buy.
This message that runs through sales talk, sales letter and sales copy is the central strand of advertising that pulls. Does it grip your prospects? Does it tell them of the inmost advantages offered in your product and sales plan? Does it talk your wants or my profits?
The skillful copywriter makes his message rich with buying reasons and buying attractions - with the product's flavor and the prospect's deepest desires. He knows his goods and his trade so well that to every foreseen recoil or turn of inattention in the reader he matches the logical buying impulse, until his advertisement neutralizes and counteracts every prospect's inclination to save, to put off, to reconsider and to hesitate.
About the Publisher
Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com
This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works. Это и многое другое вы найдете в книге How to Write Advertisements That Sell (Classic Reprint)