Diary of an Ad Man

September 13, 2013

THE GREATEST AD EVER WRITTEN

The Greatest Advertisement Ever Written.

Over the years, I’ve notice the question of “Who is the greatest advertising writer?” Or… “What was the greatest ad ever written?”

Some of the top names in copywriters are Gary Halbert,  Clayton Makepeace, Brian Keith Voiles and I might include my name among them.

Why? Some twenty years ago, when I started, I wanted to be one of the top copywriters in the world. I feel I finally arrived when Denny Hatch, in writing in “Who’s Mailing What” some 10 years ago… put my name right next to Gene Schwartz and Geoff Hasler as the top three “California Hype” copywriters in America.

Denny meant it as a put-down. But I was thrilled to be cast alongside Gene Schwartz in any mention. (Who hasn’t read Schwartz’s book BREAKTHROUGH ADVERTISING… at least once and thought “Damn, I wish I was that good.” I’ve read that book at least 8 times over the years. And each time I marvel.

As to the greatest ad ever written: Posted nearby is an ad created by Max Sackhiem. It is without a doubt the greatest ad ever created. Why? Because it ran profitably for over 40 years. Most ads, sales letters, web sites, etc. have are lucky to have a one season shelf life. If they work at all.

The headline was DO YOU MAKE THESE MISTAKES IN ENGLISH?

Not only is the ad built to be charming and informative… but the MARKET WAS HUNGRY for this kind of information from the 1920’s through the 1960’s. What changed? The market changed. In the 1960’s the biggest wave of immigrants switched from being European to Mexican. The Europeans wanted to assimilate. They wanted to learn English. By the 60’s the politically correct crowd had taught us all that “multi-cultural” was the way to go. No need to become “American”… when all cultures are equal and beautiful. We changed from being a “melting pot” to “celebrating diversity”.

(Aside: Some of us have learned that you can celebrate diversity or celebrate excellence. But not both.)

There are two lessons to learn from this ad. Anyone who studies it, line by line, will discover “service”. And after all… all good “selling” is “serving”.

The ad SERVES with good information before it asks for the order.

The second lesson is a lesson on demographic shifts.

You can only sell what the crowd wants to buy. When the crowd changes, you have to change with them. Advertising cannot change desires. If the desire is not there, you will waste your money trying to create it.

But if the desire is there, a skillful copywriter can enhance and focus the desire toward a specific solution. But desire must come first.

Here are some basic human desires:

1.    Aliveness
2.    Autonomy
3.    Beauty
4.    Caring
5.    Challenge
6.    Compassion
7.    Contribution
8.    Courage
9.    Creativity
10.    Dignity
11.    Elegance
12.    Excellence
13.    Excitement
14.    Fairness
15.    Freedom
16.    Fulfillment
17.    Fun
18.    Grace
19.    Happiness
20.    Harmony
21.    Helping
22.    Honesty
23.    Humor
24.    Innovation
25.    Joy
26.    Justice
27.    Learning
28.    Love
29.    Making the world a better place
30.    Mastery
31.    Order
32.    Perseverance
33.    Playfulness
34.    Revolution
35.    Safety
36.    Security
37.    Self-reliance
38.    Service
39.    Simplicity
40.    Solving problems
41.    Stimulating change
42.    Synergy
43.    Truth
44.    Uniqueness
45.    Using my abilities
46.    Vitality
47.    Wisdom
48.    Zest
49.    Peace

If we were to get down and dirty… raw… we could say the basic desires are for more TIME more SEX and MORE MONEY.

Do you make these mistakes in marketing? Do you ignore these desires? Do you just hang a sign outside your door hoping buyers will throw money at your feet?

Let’s change that.

Yours,
Linwood Austin
801-201-9026

January 8, 2010

Why Everyone Is Dead Wrong About The Way They Go About Creating Advertising And Marketing.

Filed under: Marketing Secrets — linwoodaustin @ 12:23 am

The following is the transcript of a seminar I gave on marketing some 15 years ago before the internet age. There is a lot of valuable info in this…very much needed by internet marketers today. Enjoy.

Version:1.0 StartHTML:0000000216 EndHTML:0000118606 StartFragment:0000002761 EndFragment:0000118570 SourceURL:file://localhost/Users/linwoodaustin/Documents/2006%20Ad%20Agency/Linwood’s%20Arkansas%20speech.doc

Announcer:

The next speaker is, this is a real treat, a real pleasure to me.  I started receiving some mail that caught my attention.  I have a box just like this next to my desk, and mail that arrives that catches my attention goes in the box.  When I decide I need to get someone else’s attention, I find mail that has gotten my attention and I, and I emulate it.  I don’t plagiarize it, I don’t think that’s fair, but I try to take the design, the style, because there’s, you know, people take hours and hours and hours and I can benefit from that effort.  So anyway, the stuff started arriving and I accumulated it.  Pretty soon it started arriving in such frequency that I created a file.  And then I got a phone call, and then I got a fax actually, the next thing was a fax that said “Good news from Linwood Austin”, and I was the only one that had recognized this name and so it was handed to me, and put in my hands, because that’s what it said.  It said, “Good news from Linwood Austin.”  So the people in my office thought this must be important, and it was, it was.  It turned out to be a fax that our next speaker, he was coming to town and we set up a lunch and we went out and I had lunch and we had a pretty good time.  So I want you to welcome Linwood Austin, he’s going to share his secrets for catalog production.

Linwood Austin:

Hello Ladies and Gentlemen.  Good morning Ladies and Gentlemen.

Audience:

Good morning.

Linwood Austin:

Alright.  It’s all in the delivery.  Before we begin I want a $5 bill or a $1 bill from this side of the room, and a $100 bill from this side of the room.  Does anyone have one?

Audience:  [laughs]

Linwood Austin:

Okay, I have a $1 bill.  Does anyone have $100?  You got $100?  Okay.  Alright.  Everyone here is a witness.  What’s your name?

Janice:

Janice.

Linwood Austin:

Janice is giving me a $100 bill.  Here we go.  I have a $1 and I have $100.  Please notice here that we have two ads.  They’re both the same size, they’re both the same color combination, and they both have the same graphic layout, right?  Okay, well I’ll just return them here.  Here’s your money, here’s yours.

(He gave the wrong bills to each owner.)

They both have the same graphic layout, and the same color combination, you know, what’s the problem?  The problem is the perceived value.  One of them communicates 100 times more a different message, a greater message.  Okay, have we got that?  I think I can go home now, you ready?  Why do people buy things?  Perceived value.  They want them, they need them.  Okay, the whole class is a failure.  For our purposes for the next one hour, people do not buy because they want, and they do not buy because they need, but they buy because of the benefits.  They buy because of the benefits.  What benefits do they want, and what the heck is a benefit?  Do we know?  Has this been established?

Alright, let’s see, can I borrow your hat?

Man:

Sure.

Linwood Austin:

Here we have a hat.  Tell me what the benefits of this hat are.

Woman:

Keeps the sun off your head.

Linwood Austin:

Alright, there’s one.

Woman:

Waterproof.

Linwood Austin:

Waterproof.

Man:

Looks cool.

Linwood Austin:

Makes you look cool.  Okay.  What are the features of this hat?

Woman:

White.

Linwood Austin:

White, it’s canvas.

Woman:

It floats.

Linwood Austin:

It floats, is that a benefit or a feature?

Woman:

Benefit.

Linwood Austin:

If people buy things only for benefits, then what is it we immediately need to communicate when we are writing copy for our catalog?

Man:

Benefits.

Linwood Austin:

Benefits.  So I want to find out what the benefits are.  We’re going to try to do it as quickly as possible, with … I need an eraser … tissue.  Here’s one.

Okay the benefits are, it keeps your head dry, makes you look good.

Man:

Sun off your face.

Linwood Austin:

Uh, cancer protection?  Yeah?  Help me out here.  Is that, why did you buy it, why did you buy this hat?

Man:  [unintelligible]

Linwood Austin:

Uh, shade, vision.  And now, some features.  It’s white.  Is that a, okay, that’s a benefit.

Woman:  [unintelligble]

Linwood Austin:

You keep saying it’ll float, why is that so important.

Woman:

If you’re out on a boat and your hat blows off …

Linwood Austin:

It floats.  Alright.  In creating catalog copy, there are some very important things that you must remember.  In order to get a sale, we have to structure our message in a way that’s perceivable.  So, therefore, I want you to remember this, there is a five-part formula to every good sales message, whether the sales message is catalog copy or face-to-face selling, or whether you’re writing an ad.  And it’s this formula will bale you out of hard times.  The five-part formula is, part number one, present the problem or the need.  There’s lots of needs here, the need to look good, the need for cancer protection, the shade and the need to recover your hat if it falls off in the water.

Part two is to present the solution.  The solution is you or whatever you’re trying to sell.  Okay?  Here’s the solution to these problems or needs.

Part three is to present the benefits of the solution.  You have already stated the problem, “Do you need cancer protection.”  The solution is my new Tilly hat, and part three is the benefits of the solution:  It does protect you from cancer.

Part four is the proof of the benefits.  This is a, part four is a key part in creating catalog copy or any sales messages.  People generally, they won’t buy unless they believe what you’re saying and you’ve got to have the proof of these benefits.  If this is your list of benefits, benies, over here is the proof.  This is the list of features.  If you want to write catalog copy in the easiest way possible, you must start with the right, what shall we call them?  Building blocks.

So, take your product and write down a complete list of the benefits of what it does and then right along beside of that write down a complete list of the feature which make the benefits believable, and then you’re almost ready to begin.  Here’s another trick.  Circle the most striking benefits that you think your product delivers.  Okay, what’s the primary reason you bought this?

Man:

Quality to be honest with you, ’cause it’s guaranteed for life, looks, the top of my head is susceptible to sun.  I have no hair up there.

Linwood Austin:

But you said looks first.

Man:

Looks.

Linwood Austin:

I mean, quality, that’s sort of an abstract.  So it’s … there we go.  We’ll circle that one.  And then you said protection from the sun.  Okay, number those according to the importance that you think they have, or not necessarily, but according to the importance that would be of importance to the reader to who you’re trying to sell, to whom.  But the wife said it floats.  She’s probably had to chase a hat before.  She keeps saying that it floats, okay, so this is important too.  Okay, we’ll make this four, three.

So, in your instruction, your argument, we’ve kind of got an outline here of what we’re going to say.  What benefits, I mean, what features over here support these benefits, what makes it look good?  It’s white, snaps, that adds to the beauty you think?  Okay.  What, the shape, canvas?  So start tying, you know, just when you’re mapping out your whole strategy on what to write, start tying these benefits and features together with a little line drawing, if, that will help you, if, also this might help too.  When you circle these words, the, what you think is the primary benefit, play around with it to, to start writing.  So this is the best benefit that you’re trying to sell for the hat, so take a little scratch piece of paper and do the opposite, or say the opposite, or play with those words.  Looks good, looks bad, looks smart, looks fine, fabulous.  Just start playing off of this whole concept of looking good.

If you’re going to do, capture their attention, the most important thing you will have to remember is grabbing them where it counts and that’s in the headline.  Catalogs are nothing more than glorified magazines.  Let’s see, we’ll take something here from Quill.  No we won’t.  Let’s see here, take … nope, I don’t like that either.  Bring my own.

Man:  Inside the hat you’ll find a catalog [unintelligible].

Linwood Austin:

You’re right, it says this is the Tilly hat.  It is the best outdoor hat in the world.  It floats, it ties on, repels rain and mildew, won’t shrink, and will be replaced free if it wears out.  Yes, put it in your will.  It says that, I’m not kidding.

Man:

Here’s your hidden compartment where you can keep the money and there’s another catalog.

Linwood Austin:

These guys are wicked.

Man:

That’s an order form, a friend asks “Where’s you get the Tilly hat?”  You pull it out of the hat, you give it to him.

Linwood Austin:

Can you see this?  “Ask for a free Tilly Endurables catalog.”  I think these guys are good marketers.  Maybe we’ll get them to come to the next seminar.

Okay, I just recently had a business meeting I want to tell you about with a man named Tom Travesano.  He used to be a business partner of Brian Tracey who is a world-famous sales trainer, and he discovered some new sales technology that he presented to Tracey and he said “Let’s implement this in the seminars”, and he says Tracey was afraid of it for some reason or another.  So he quit, he left Tracey and he started out on his own and he’s got this new thing developed, I’ve got to tell you about it.  It’s the most wicked, dastardly, money-making, profitable concept known to man.  Travesano discovered that every sale happens kind of like this.  You meet the contact, you have a little discussion and the sale can go two ways.  Either it goes to a “yes” sale, I’ll buy it, or it goes to a “no” sale, I won’t buy it.  Travesano discovered that here, on this branch is where you present the features and benefits.  F and B.  So even though you get a yes or a no, you still present the features and benefits.  But he says that in the vast majority of cases, the sale is won or lost right here, right here in the first 18 to 28 seconds when you meet the client.  He’s dealing mostly with face-to-face sales but this is applicable in cataloging and I’ll tell you how in just a second.  He says that the sale is won or lost in the first 18 seconds of meeting the customer.  How is it won or lost?  Because everybody has a certain mind-set, a certain character in their life and they all want something.  Let’s see, how does he put this?  He says that if you can say the right phrase in the first 18 to 20 seconds the right phrase, this guy will like you.  What is the right phrase?  It’s a wide variety of, it could be a wide variety of things, it depends on who you’re talking with.  If you’re a financial CEO, a CEO with financial background, the right phrase may be something to do with stability and predictability, because those guys don’t like entrepreneur types or freewheeling, freethinking.  Whatever the right phrase is, if you say it, he even recommends that in the first 20 seconds you use a lot of white noise.  What is white noise?  He says, well, the guy says, “Well, what do you sell?” and you say, “It’s not what I sell, Mr. Jones, it’s that we believe in financial predictability.”

It’s a response manipulation technique.  In writing catalog copy, this 18 to 20 seconds is what you will know as your headline.  In order to write a good headline, if they don’t see something in the headline that will capture their attention, then you are not going to win the sale.  You can do the features and benefits thing but you still get the “no”.  So, with that, do you want some headline ideas?

Man:

Yeah.

Linwood Austin:

Hot dog, you’re supposed to say that.

Headlines are, come in five parts.  Part one, these are the five basic elements you can have in a headline:  News, so you can say that something is amazing and new or at last it’s announcing some form of news.  Benefits.  Three, use the word “you”.  In … I wish I could have done this over again.  This is the most important word here.  If I were to ask you, if you ask most anybody what’s the best word in advertising, and they’ll most likely say “free”, but it’s really this word.  Because we’re all suckers for love, so if you mention the word “you” in your headline, “How you can spare your daughter the agony of going to college in a far off place”, “How you can buy a new boat with no money down.”  We’re all interested in ourselves.  Okay?

Number four, fourth part of the headline, is curiosity can be, part of your headline, fifth part is mention the product favorably.  One of my favorite ads that has a favorable product mentioned as part of their headline is an old Rolls Royce ad that says, “At 60 miles an hour, the loudest thing in our new Rolls Royce is the electric clock”, so that’s favorable product mention.  F-A-V, hope you’re writing this stuff down.

When do people buy things?  Have we, have you thoroughly got it as to why they bought it?  They buy things, when?  When do people buy things?

Man:  [unintelligible]

Linwood Austin:

I’m sorry, it’s the call to action.  The fifth part of the formula is the call to action.  So part one is the problem or the need, part two is the solution, part three is the benefits of the solution, part four is the proof of the benefits, the proof, the guarantee, the testimonials, the column of numbers added up to show, yes, there is a savings if you buy right now, and the fifth part is the call to action.

So, when do people buy things?  They buy things at the moment that they’re convinced that they’re going to get more benefits out of what you’re offering than out of what money they have in their pocket is.  So, that’s when they buy it.  They might actually write the check six months from now.  Haven’t you all had that experience?  You know, you make up your mind, I’m going to buy that certain car.  Well, that’s when you bought it.  Something convinced you right then.  You may not have had the money to buy it for a year or more.  So, in creating your catalogs, you need to convince them that they’re going to get all these wonderful benefits.  They may actually not have the money at the time to do it, but when the conditions are right, then they’ll come up and part with the cash.

Alright, a couple of more little items I want to remind you of in creating catalogs, is that little technical things; seven words per sentence.  It’ll help you to keep your sentences seven words or less if at all possible, until the very last sentence.  This is a little style I use, the very last paragraph where you have the call to action.  Then you can make it a breathless sentence that can go on and on and on.  And that last sentence is where you recap all of the features and benefits that you just told them about three or four times already, and you recap it and then say “okay, but you’ve got to do it now”, and 200 syllables per word, 200 syllables per 100 words, if that will help you.  You know how, you’ve heard of the $20 word, you know what that means?  In the newspaper, or the publishing business they hire writers at about .10 a word or maybe $1.00 a word, and they, the writers can use a big syllable word, and they think, “that’s a $20 word if they, that, that word’s worth a lot.”  But for our purposes, we want to keep things simple because all of the research into advertising shows that even the highly educated do not mind simple sentences, but if they’re not highly educated and you start rambling on with these seven-syllable words and 20 or 30 word sentences, you’re going to lose a lot of people and, you know, if you can afford to do that, then fine.  But I want you to know how to seduce the most people, massage their … 200 syllables per 100 words, use drop letters.  A drop letter is, can you get this?  It’s the “W” right here.  It’s bigger than the rest of the body text.  The drop letter.  If you use it, you’ll increase readership by as much as 17%.  The secret of the sideways “U”.  When you’re designing your packages, your ads or catalogs, some outfit in Europe stuck up some cameras in condominiums, in the place where they check their mail to watch how the people read their mail, and invariably, invariably the eye wants to look right here, move this direction and out the page.  So, if you design your catalog to have that kind of look, see, like this one?  The picture is here?  And the headline is here?  The body copy moves down this way.  So, you know it’s, these things are not, it may be otherwise but we’ve been trained naturally to view things this way by the newspaper industry.  They have a habit of doing this so let’s follow the habit of what people already have.

Okay, trilogies.  A trilogy is where, in your writing, you say things in a structure of threes.  The DAK catalog is typical of doing this.  They say, “Imagine, imagine, imagine”.  Imagine all the benefits you’re going to get out of this widget, and imagine how great your wife will come to love you once you buy this widget, and imagine how your bills will be reduced.  So imagine, imagine, imagine, and then you read on in the next paragraph …

Man:  [unintelligible]

Linwood Austin:

Pardon me?

Man:  [unintelligible]

Linwood Austin:

True, true.  Then you read on in the DAK catalog and within the next paragraph he’s building another trilogy and he says, “You’ll thrill at the feeling you get when you but this new widget, you’ll thrill at the feeling your neighbors will get when they see you with this new widget, you’ll thrill blah, blah, blah, blah, blah”.  Imagine, imagine, imagine … you’ll thrill, you’ll thrill, you’ll thrill.  This trilogy, building trilogies into your copy makes the darned thing so easy to read, because it gets a certain predictability and you just kind of like it and before you know it you’re at the bottom of the page, because if you use these trilogies like that if, you can say your benefits … I’ll write it up here.  Okay, we have it three times.  You see it once, it goes right into your mind when you see the next sentence begin with the same word, and the third sentence … well, heck, it just makes the last part of the sentence a breeze to ease, a breeze to read, a breeze to fathom, and before you know it you’re at the end of the sales argument and they have digested all five parts of your message, and they’re ready to write the check.

Another thing that I like to do is to identify yourself early on in the sales message.  Who is speaking?  So within the first three paragraphs say, “My name is Bill Smith.  I am the president of Video Elite”, or whatever the company is.  “I know what I’m talking about.”  We all want to do business with people that we know and like and trust, and people that have established rapport with us, and so, when you identify yourself right up front in your catalog and in your sales message, they get this warm, cozy feeling.  They say, “Oh, I know who’s talking to me.  It’s Bill Smith.  I know who it is now.”  But if you don’t do that, and you’re writing this, this message, there’s still this little hesitation and fear that’s going on in their mind, and in their emotions, and the buying takes place in their emotions, there’s still the hesitation, that they don’t know who’s saying this and should they really trust them.  Hmmmm?  Should they?  Do we want to do business with a big nameless, faceless corporation, with initials, that we don’t know what the initials stand for?  Or do we want to do business with real people that we can trust and like?

When I got through meeting with this Travesano guy, and learning that the sale happens within the first 30 seconds, I walked away from my meeting understanding that the Christians are wrong.  There is no free will.  And let’s take a five-minute break and I’ll tell you what I mean by that just as soon as we get back.

[break]

… seminars and workshops.  You want to take that class?  Become a consultant, earn over $800 a day.  Each of these classes, they pack in as much copy as they can, they don’t have any white space here, and always remember, write this down, white space is your enemy.

Man:

When you always read these books and stuff and say you will have to have a certain amount of white space in advertising.  How do you get two conflicting views like that?

Linwood Austin:

Because the people who say that are typically advertising agencies, and they have no idea what it is to actually get a check in the mail and see the ad pay for itself.  White space sells nothing.  If you want to make a test of it, just buy a full-age ad and put nothing there, and see what happens.  And, listen, don’t think that this is so bizarre.  I have in my files, in fact I was hoping to have a slide projector here, I made a slide of it, a full page ad in the New York Times, and it was totally white except for one small little thing right in the middle that said, 786 5th Avenue.  And the whole rest of it was white.  What is on 786 5th Avenue?  Could be a dog kennel?  I don’t know.  Could be a brain surgery center?  Who knows?  But, obviously they were talked into buying that by some really wonderful, creative types who said, “Gee, we’ll feel good about this.”  How much does a full-page ad in the New York Times cost?  $30,000, $40,000?  It’s absolute-it is your enemy, because it does nothing for you, except it makes, may help you win an award if you can, if you’re into winning awards, but we’re into winning dollars from people, and you can only do that with the right words, and the right pictures.  Yes?  No questions?

Woman:  [unintelligible]

Linwood Austin:

It got a response out of me.  I took a shot of it and I said …

Woman:  [unintelligible]

Linwood Austin:

There was no phone number listed, just the address.

Woman:

I would go there to see what it was.

Linwood Austin:

You would?  Well, are you going to go today or tomorrow?

Woman:

Well, I don’t read the New York Times, but if I were in New York I would, yes.

Linwood Austin:

Well, that’s fine.  Would anybody else care to go with her?

Woman:

It would create curiosity …

Linwood Austin:

Curiosity is a, is a, it’s a tricky thing.  It’s not going to win you any money.  In all the past 90 years of advertising research, the direct response people put coupons in their ads, and you know what a coupon is, right?  Coupons are, here’s the ad, here’s the headline, here’s the picture, and here’s arguments as to why you should buy, and there’s the little coupon here.  And then there’s always a department; Department 3F, in the coupon.  3F tells the advertiser where the coupon is coming from.  3F, let’s say that’s from the New York Times.  4F was from the Los Angeles Times.  5F was from the Seattle Times.  So they know where they’re getting the most orders.  Not only do they do that, but for the past 90 years they’ve been experimenting with this coupon and they will, in the New York Times, they will run two different ads in two sections of the city.  With one ad they’ll write $40.00 as the price for the product, in the other they’ll write $39.95.  This ad gets 3F and this one is 4F, to see which price works better, or which headline works better, or which photograph works better.  They’re always evaluating these coupons.  By doing this, they have come up with scientific principles about what works in advertising and why, and this is what we’re discussing right now.  Never, will you ever see a mail order company, a successful mail order company running a full page ad that’s nothing but white space.  Quite often, almost 100% of the time they run full page ads that are full of text, and with that you get a handout.  You want one?  Okay.  You want one?  Pass those around.  One each.

The first three you see in here are my own ads.  Look at the second page which is 119 Amazing Advertising and Marketing Techniques.  Got this?  The most important part of an ad is its location, because you want it to be seen.  So, the recommended place for a full-page ad is on the front page of a given section, or the back page, or use direct mail because everyone opens their mail.  But if it’s not seen, you’re not going to get anything.  The second most important part of an ad is the offer.  The offer can be contained in the headline and often it should be contained in the headline, but I want to show you something about an offer here.  The headline on this thing says “119 Amazing Advertising and Marketing Techniques You Can Use This Year to Explode Your Profits.”  What’s the offer?

Woman:  [unintelligible]

Linwood Austin:

Yeah.  Those are the benefits, and the features.

Man:  [unintelligible]

Linwood Austin:

You’re right, it’s above the headline.  It says, “Bold, New Seminar Reveals”.  I want you to get this because it cost me a lot of money to learn this lesson.  119 Amazing Techniques could be a book, it could be a seminar, or it could be a telephone conversation.  You’ve got to make your offer plain.  Why?  Because there is a certain segment of the market out there that loves seminars.  And if you don’t say that it’s a seminar they’re just going to pass right on by because they don’t like to read books.  Or maybe if I’m selling a video then I want to say right up front what I’ve got, because the vast majority of those that are going to respond will look for what they want.  They are in the market.  They are part of the immediate passing parade.  Do you know what the passing parade is?  A passing parade is this.  You get an ad that works, selling refrigerators and washing machines, and a certain amount of people buy from that ad, it turns out to be quite successful and you’re happy with it, and so the next week or the next month you run it again.  Why?  Because next week and next month there’s a whole new parade of people who have just gotten married and have just gotten a check from their in-laws, and have just come up into the parade visual where you are announcing what you are selling, and so they will respond to the very same ad that worked last week, and it still works this week.  So, you run it again next month and there’s a whole new crowd out there, and the same, and the same, and the same ..  it’s a passing parade and it makes life wonderful for a seller.

Okay.  Page two.  “The lazy man’s way to riches.”  If you want to be a good copywriter, I would recommend that you all pick out one of these ads at least and sit down with your, at your computer and type the darn thing out, so that you get the feel of how these ads are created, what the structure of the sentences are, how the momentum is going in the sentences.

Page three.  “They thought I was crazy to ship live Maine lobsters as far as 1,800 miles from the ocean.”  As you note at the bottom, this ad pulled in over $10,000 in business and it inspired several copycats.  From the things we’ve discussed so far, can you see the sideways “U” in the design of this?  You see it has a drop letter?

Page four.  Here we have two ads for carpets.  The top ad and the bottom ad looked very similar for the sake of the video audience, you won’t be able to read anything here, but … the only difference between these two ads is the copy in the bottom ad has been enhanced and lengthened, and notice what happened.  The top ad did miserably because nobody was convinced to part with their money to buy carpet.  The bottom ad produced what?  Fifteen installations of carpet on the first day that it ran.

Man:  [unintelligible]

Linwood Austin:

Pardon me?

Man:  [unintelligible]

Linwood Austin:

Oh, he raised the price.  Okay.  Well.  Typically speaking, typically speaking this happens when you start writing and making a product sound good.  You say, “Well, you know, I think I’m charging not enough for this.  I’m gonna raise the price”, because when you don’t say anything about it, then $9.00 just sounds too much, but when you make it sound like God’s gift to the blah, blah world, you know, then you say, “Well, this is worth $99.00.  No, no, I think it’s worth $299.00.  No, it’s $1,300.00 for sure, that’s it.

Page five.  This is my favorite ad in the entire world.  Dr. Shoop’s Restorative.  This was written by John Kennedy who was a good friend of Claude Hopkins.  Those two guys invented 90% of modern day marketing techniques.  The ad says, “My book is free, my treatment too if that fails, but if it helps, if it succeeds, if health is yours again, I ask you to pay $5.50.  The book tells all, I send it to you free if you but write.”  Who could resist an offer like that?

Page six.  The free book.  It was a two-step selling process and Dr. Shoop was put out of business by the law of the land.  He was selling snake oil, but it helped a lot of people.  They were happy customers.  He offered money-back guarantee.  Dr. Shoop, John Kennedy, he wrote that ad, and Claude Hopkins invented all of these techniques, about 90% of the marketing, direct marketing techniques that we have today using benefit ladened copy.  Catchy headlines that promise big benefits and convincing arguments to get a check out of people, they, they invented it.

Page six.  “The cold facts about buying a swimming pool.”  This was a two-page spread in two colors; black and white.  It was Anthony Pool’s first attempt at salesmanship in print.  Pool sales are typically dead in March, but this ad brought so many coupon leads that their sales force thought it was summertime.

Page seven.  This was the first long copy ad that Central Computer Products used, and before they discovered the power of these persuasive words, they were selling about $73,000 a month in computer-related equipment, and when this ad broke, it went up, they were selling $643,000 a month.  [sigh] Isn’t that breathtaking?  Let’s do that together. [sigh]

Page seven, which doesn’t have a page number on it, it’s the DAK, it’s a page from the DAK catalog.  I called these guys up and I said, “How many catalogs, how many breadmakers do you sell a month?” and they said, “That’s none of your business.”  In fact, one of my friends used to be a copywriter at DAK and he told me that, that when Drew Caplan would send his copywriters to the DMA Convention, the Direct Marketing Association Convention, he would tell them, “Don’t you say a word about what we’re doing here.  It’s pretty secret, pretty private.  We don’t want people to know how much money we’re making.”  And they were raking it in hand over fist, “and we don’t want people to know our techniques.”  Well, his techniques are all right here, what’s he hiding?  In here you have all the things I’m telling you, especially the trilogies.  You can go through here and find those trilogies.  Just bear with me a moment.  “Five minutes to homemade bread.  Now you can effortlessly make wholesome, preservative-free, great smelling homemade bread,” gosh, can’t you smell it already? “in less than five minutes.  You can literally dump in the flour and other ingredients, everything else is done for you automatically.”  Is there any effort to this?

Man:  Yes, my wife bought one.

Man:  It is pretty good.

Woman:

[Is this [unintelligible] what size is the normal …

Linwood Austin:

It was a two-page spread.

Man:

If you read a list from DAK, everyone who bought a breadmaker there a 239,000 makers on that list.  If you had a recipe for making good bread, that would be a good list.  So that also means that a quarter million breadmaking machines, that’s a lot of dough [unintelligible].

Linwood Austin:

Page eight.  “At 60 miles an hour, the loudest noise in this new Rolls Royce comes from the electric clock.”  This ad only appeared in two newspapers, however, it caused so much of a stir that Ford Motor Company spent Kazillion dollars the following year just to say that their car was quieter than a Rolls.  They were obviously intimidated by that.

Page nine.  We’re just talking about the ads in here, but if you go through surrounding these ads, there’s plenty of little techniques and little helpful hints and thoughts gleaned from ideas that have been around for a long time.  The pocket CB, on page nine is the ad, the pocket CB.  Sugerman, Joe Sugerman wrote this.  I have a difficult time with writing short headlines, but, it worked for him.  I always like to use, if I can’t think of any other headline, I’ll fall back on the old three standbys.  You can write this down.  “Headline secrets, how to.”  Fill in the blank, how to,  Second old standby is “Secrets of.”  And the third standby is “Advice to.”  And if you can’t think of anything else, if you play around with the benefits and the features and you just, nothing comes to you, then try one of these.  Advice to every student who wants to make a million dollars.

Ah hah!  Page eleven.  Page eleven, we have two ads that were done on a split run basis.  They look very much alike, they both have lots of copy in them.  One of them did miserably and the other did wonderfully.  What’s the difference?  On this side we have, “She sang along the road.”  On this side we have, “A better life for the farmer’s wife.”  Let’s take a vote and see which one wins.  How many think that “She sang along the road” did better?  Ha, ha, ha!  You learn fast.  Why is this, why is “A better life for the farmer’s wife” better?

Man:  [unintelligible]

Linwood Austin:

Okay, the boys who made this, “She sang along the road”, they were a high-paid advertising agency just like these guys.  Just because somebody’s been in the advertising business doesn’t mean they know what they’re doing.  So, you can argue that some people say you should have lots of white space, but, what did the coupon say?

Page twelve.  Computer age pen, writes, draws, microlines.  Nice design here.  See if you can make use of it.  Let’s see, this ad brought in $85,000 in direct sales plus many retail outlets claimed that customers walked in with this ad in their hands saying, “Do you have this pen for me, please?”

Page thirteen.  “Imagine Harry and me advertising our pears in Fortune.”  This headline here is kind of a curiosity headline.  It doesn’t immediately promise any benefits, but it worked.  It started a whole new industry of fruit by mail.

And just in case somebody wants to argue with you that nobody will read very much copy, we have page fourteen here; “What everybody ought to know about the stock and bond business.”  It contains over 6,000 words, brought in about 10,000 replies.  At least 10,000 people read it.

Page fifteen.  “Cut your grass quickly and easily with the world’s first safe power mower.”  This ad is from the 60s, and it immediately sold over 100 lawnmowers for Morris Furniture Stores.  Nothing has changed, folks.  Over the years, ever since Claude Hopkins and Dr. Shoop, and his snake oil, we all are still very much interested in ourselves, and we want to better our health and our education, our sex life, and everything else, you know.  Nothing has changed.

Page sixteen.  The opening line here is the most seductive you could ever write to a perspective buyer.  “Dear friend.  There’s no use trying, I’ve tried and tried to tell people about my fish.  But I wasn’t rigged out to be a letter writer, I can’t do it.  I can close haul a sail with the best of ’em.  I know how to pick the best fish of the catch.  I know which fish will make the tastiest mouthfuls but I never learned the knack of writin’ a letter that will tell people why my kind of fish, fresh caught, prime grades, right off the fishing boats with the deepsea tang still deep in it, it’s lots better than the ordinary store kind.”

Man:

Wow!  Where is that store?  Right before lunch, huh?  … Seafood place down the street.

Linwood Austin:

I believe it was Mack Sackheim that wrote this letter and, I mean, isn’t it charming?  Just say, “Gee, I don’t know much about writin’ letters, but let me tell you about what have to sell.”  Well, automatically you’re disarming them, you’re just taking away that element of resistance to whatever it is you want to say.

Page eighteen.  “To men who want to quit work someday.”  Are there any men like that in this room?  Uh, huh.  That’s why we’re all here, learning how we can quit work.

Page nineteen.  “New, free to new subscribers.”  My good friend, Jeff Hassler, wrote this.  “New, free to new subscribers, 127 amazingly profitable ways to” blah, blah, blah, blah, blah, and now look at the first line.  “Yes, it’s amazing but true.”  Every time I see that I say, “Did I write that or did Jeff write that?” ’cause we’re the, as far as I know, we’re the only ones who, in the industry keep saying about everything, “Yes, it’s amazing but true!”  I’ll give you free my incredible new, la, la, la, la, la.

Page twenty.  “How to collect social security at any age.”  And I believe Gary Halbert wrote that one.

Page twenty-two, is a little ol’ Blue Blocker ad from Mr. Sugerman again.

[Blank space in tape]

Travesano with the incredible feeling that the Christians are wrong, that there is no free will.  That our wills are very much influenceable.  I, to tell you the truth, I go out of my way to discuss this matter with Christians because they say we have a free will and I say, “What is our will free of?”  Is it free of influence?  Is it free of pressure?  Is it free of coercion?  There’s nothing that our will is free of, and we, as direct response marketers of whatever, we should keep this in mind that our wills are very influenceable, and the question is, what will influence this person to buy?

In fact, this is a very good, here’s three questions that you should ask yourself of the selling situation, if I can remember them, they’re secrets.  Question number one, who makes the buying decision?  Maybe you’re trying to sell red widgets to men, and so you write the copy using male imagery, or whatever.  But actually, the buying decision one is his wife.  And if you don’t know who is the real person to make the buying decision, then you’re in a lot of trouble.  I’ll give you an example.  There was a meat packing plant that was buying regular newspaper ads all the time, trying to get these women to buy their meat at the grocery store.  They had not asked this question, but when a marketing consultant contacted them and they agreed to listen to him, he said, “Who makes the buying decision?” and they said, “Well, we’ve never thought of that before, but I suppose it’s just the butcher”, and they had to admit that that’s the truth, the butcher made the buying decision ’cause the women went in there and they just asked for five pounds of chuck roast.  They didn’t ask for Charlie’s chuck roast, they had no idea where the chuck roast came from, and if the butcher talked to some lady who said, “I want Charlie’s chuck roast”, well he knew that that woman was married to somebody at Charlie’s butchering plant, you see?  But most of the women, they just said, “I want lean, ground chuck roast.”  So they said, with that question, they conquered half the problem with who makes the buying decision.

Second question is, what factors influence the buying decision?  So to continue the story, the butchering company decided that it wasn’t advertising to women so they immediately cut out all the newspaper ads, and they started concentrating on how to manipulate the butcher, how to influence the butcher and to get on his good side, and to overcome his little free will.

The third question is, how can we bring these factors that influence his decision, how can we bring these factors to light in the most advantageous way possible?  So, what they concluded was if they set up a program for the butcher so that he could put up little signs in his store, a cooking class on how to make better meals on Wednesday nights, they provided all the materials for him to do a cooking class on Wednesday nights, well then the women got excited and they came to his store, bought his meat rather than going to the competitor’s store.  And so the butcher was so happy with the extra service that he got from the meat packing plant that he just made larger and larger orders from them rather than from the competitor.  So, it’s very important question to ask, who makes the buying decision?  What factors influence this decision? and how can you bring these factors to light in the easiest way possible?

Here we have, I brought three of them so you can look at them, and pass them around, make copies if you want.  Here we have a little outfit called The Learning Annex.  The Learning Annex is a, more or less, a junior college.  But they don’t have boring classes there and they, for God’s sake, do not have a boring catalog.  You can’t bore people into buying from you.  So, what they have is a catalog with these kind of classes.  Patty Davis, Recovering From Dysfunctional Families.  Let’s see here.  Embraced By the Light, What Happens After We Die, with the New York Times best-selling author, Betty Eddie.  They get into the juicy stuff here, too.  How to create seminars and workshops.  You want to take that class?  Become a Consultant, Earn Over $800 a Day.  Each of these classes, they pack in as much copy as they can, they don’t have any white space here, and always remember, write this down, white space is your enemy.

[Repeats in the tape beginning with “Because the people who say that are typically advertising agencies and they have no idea what it is to actually get a check in the mail …”]

Page twenty-three.  “Do you make these mistakes in English?”  This was perhaps the most successful ad in the history of advertising in the past 90 years, because this ad ran profitably 41 or 42 years, or whatever it says on here.  42 years, before losing its pulling power.  The reason it stopped working is because we have a different kind of immigrant now and they’re not as interested in, they’re not interested in the same kind of self-improvement that the immigrants were, had from the 20s and 30s and 40s.

Finally on the last page we have an example of small classified ads or small display ads.  Okay.  Got enough to go home with?

Man:

Can we make copies of this, enough to go around with [unintelligible]

Linwood Austin:

Okay, no problem?

Man:

We’ll make copies.

Linwood Austin:

Any questions?  Any overload?  Anybody want to puke?  Just remember there is no free will, there’s only an influenced will, what are the factors is it going to influence in the buying decision here?

Man:

I was intrigued by the sales thing, because on the board but, I get on the phone a lot, people on the catalog, and you want to be able to say the one thing that’ll influence them in the sales area, how do you figure out, like, my business is video-related business material, but how do you figure out what that line would be or what that [       ] would be?

Linwood Austin:

If they call off of your catalog or your ad, you’ve probably got ’em already.  But, here, it takes a lot of experience or asking questions, you just have to get to know them.  This Travesano company does profiles, and if you want, you can buy the profiles from me.  If you’re looking to target a specific market, for example, onocologists, or radiologists at the hospital, these guys have done intense profiles to get to know these guys and they make up these 10 to 15-page sheets revealing what these guys think, how they act, what they want to hear, and to be quite honest, these profiles are often not very flattering.  Did you hear that?  They’re not very flattering, because … when these guys, any idiot can go out there and say “I’m here taking a survey on radiologists, I want to know what you think about the races, and what you think about the Lakers, and, and would you buy our product if, if, you know, we sold it to you?”

But Travesano’s company does sneaky research.  They’ll bring in the target market and they’ll say, “Do you like these pink cups better or do you like these blue ones better?” and of course, here’s what they find.  Half of them will say they like the blue one and half of them will say they like the pink one and, and then they’ll say “Okay, well, thank you very much for, for doing our test, and, you know, here’s the check that we promised you.  Oh, and by the way, on the way out the door, there’s a pink and blue cup there, so just pick just one and take it free as our gift just for participating.”  And that’s where the real research is done right there, there’s a little video camera, hidden camera to see which one they take home.  Invariably the ones who said that they like the blue cup, they take home the pink cup.  And the ones who said they like a pink cup take home a blue cup, because in an interview situation, we often say what we think wants to be said, but in the privacy of our own home, we’re in our own thoughts, we have entirely different makeup, and so, you just have to get to know these people if, if unless there’s a research report already done that Travesano …

Man:

I do know the people really well and one thing that goes over and over in the video people’s head.  Every time I hear, “I’m looking for better resolution”, that’s why we call our catalog The Resolution [        ].  I’m not sure quite how to tie that into personalizing stuff after they talk to me, say, so you’re looking for better resolution I gather.

Linwood Austin:

Well, it could, so you’re selling resolution but you have to ask some other questions too.  What is it they, that they really want?  I guarantee you it’s not resolution.  It’s something else.  It’s something behind that resolution.  What’s motivating them?  Is it the pressure from work or is it their wives? or I mean, what are they really into?  And so, once you know what they’re into, then you can find some little bonding statement, some, you know, and [________________] that bonding statement in your white noise, and seduce these people.

Man:

[                 ] what they really want is not resolution.  What they really want is the satisfaction for their feelings of inability in the product that they’re producing, basically.

Linwood Austin:

Could you say that louder?  Wait a minute, I think you’ve got something here.

Man:

Well, a guy who does video production wants to produce, he’s always asking me the same question.  What format, what format, what format?  How can I get the best quality, how can I get the best quality?  How can I … quality has nothing to do with format or camera or anything,  It has to do with brain power, and so a person who is particularly in the beginning stages of video production feels inadequate in what he does because he’s competing against people like [               ], ABC, or whatever, and so what he wants isn’t a better resolution, what he wants is to feel more secure about the product that he’s producing, he wants to feel he’s producing a quality program and a quality product comes from here, not from here.

Man:

But see, you can explain that to me, but I try [               ].

Man:

Well, you tell that in person, you’ve lost yourself a sale.

Man:

Exactly.  So how do you get this across to them without telling it to them?

Linwood Austin:

Alright, well let me give you an example …

Man:

I’m not sure I know the answer to that question [                ].

Linwood Austin:

It’s very similar to what he said.  When these guys were doing research into radiologists to find out what they really want, well, the salesmen who were selling this big radiology equipment they would go in with a list of features and benefits, thinking, “Well, they just want these features and benefits.”  Well, when they did the profile, they found out what these guys really want, what these radiologists throughout the country really want is they want their old position back.  They used to be top dog in the hospital.  What they said went.  If they bought, wanted to buy something, the check was issued immediately.  But because of federal regulation and, and health care, government squeezes, and so forth and so on, in the past 10 years they’ve been pushed down, down, down on the importance scale and those guys are pissed off about it, and so, you know, they’re upset.  And so if a salesman knows this and goes in with this in the back of his mind that these radiologists are pissed off and they, you know, there’s nothing they can do about it, and that’s what they really want, is at least a shoulder to cry on or someone to acknowledge that they’ve been pooped on over the past 10 years.  Well, the salesman who comes up with a bonding statement like “Gosh, it’s just not what it used to be, is it?” well, he gets the sale because of course he’s going sell the same features and benefits that the other sellers are trying to sell, but at least he gets into the mind of these guys and, and says the things that lets them know that he identifies with their plight, in life.  It’s very wicked.

Man:

[       ] best quality cost ratio.  You’re bringing their vision to reality as close to CBS for the amount of money that they can spend maybe really is stroking their …

Man:

Yeah, but I hit upon something he said.  I wrote down, this came to mind asking the person, what, these are all, my guys are all independent video boutiques they make the decision and I came up with the [                 ].

Man:

Let me ask you, who’s the most important person in your company, and obviously the answer is gonna be them.  And then from there go, “So you’re the one who’s in charge”, and, you know, and maybe, like, when you were mentioning there [      ] like the radiologists  needing to feel important, maybe some of these people need to feel important about their [            ] issues.  I mean, I’m going to play with a bunch of different questions.  I’m constantly on the phone asking questions of what people want to buy.  They say, “Yeah, I’m interested in your wireless mic, what can you …” and I say, “If I can just ask a couple questions first”, and I find that the longer I let them talk, it leads to sales.  Yeah.

Linwood Austin:

That is a nice trick.  I, I did bring, I didn’t know if you’d be interested or not, but I brought three reports; one with the Onocologists, Oncologists, one with the non-entrepreneurial CEO with a financial background.  This one is not flattering at all.  And a profile of the CEO who has an entrepreneur mindset.

Man:

Can you give us an example of what do you mean by nonflattering, like [             ]?

Linwood Austin:

Al right.  The non-entrepreneurial CEO with a financial background.  His primary want, he wants to have guaranteed career survival in an environment where personal accountability is minimal and is shared with a very wide safety margin.

Man: [                     ]

Linwood Austin:

Okay, there’s more, on the primary want.  On the section that’s known as his special feature want, the one feature he wants your product or service to have more than any other is complete predictability.  Put as much emphasis as you can on the word “completely”, because it captures the essence of what this guy wants, he wants something that is completely predictable.  He is not one that wants surprises at all; whereas, the profile of the entrepreneur CEO is entirely different.  He doesn’t mind unpredictability.  In fact, he kind of thrives off of it.  The seller want.  This is what he wants in a seller.  He wants you to describe your company as a financial, stable and respectable company that’s 1) non-confrontational, 2) undemanding, 3) moderate, 4) not requiring fundamental or dramatic changes, 5) guided by sensible, no nonsense priorities, 6) not sales-minded, and 7) not extravagant.  Can you imagine somebody more boring than this?  So …

Man:  Yeah.  [unintelligible] Sounds like he doesn’t want to lose his job.

Linwood Austin:

That’s right.  What he wants to find in your product, he wants non-controversial, inoffensive, capable of smooth integration into the environment and requiring minimal human interaction.  Requiring minimal human interaction.  This guy is really, this is the type of guy who uses his own personality as birth control.  Okay?  The benefit want.  The benefit want.  The benefit he wants more than any other is being perceived more favorably in an environment where there is more consensus and unchanging routine.  He doesn’t make decisions on his own, he wants a consensus of everybody’s opinion so that there’s no responsibility to him, he can share the losses if he makes a bad decision with everyone.  And, let’s see.  The cost want.  This is how he wants to perceive the price of your product.  He wants to perceive your price as prudent.  So that gives you an idea of, if you’re trying to sell to non-entrepreneurial CEOs with financial background.  Okay.  Let’s give Linwood a big hand.

December 29, 2009

Direct Marketing Legends

Filed under: Creative copywriter,Marketing Secrets,six figure copywriting — linwoodaustin @ 2:34 am

I’ll admit it:

whenever my mailbox produces a sleek, crisp, issue of DMNews my mouth waters… It’s like candyland for marketers.

…If you are serious about marketing, The 30th Anniversary gold-plated edition is a must read.

David Ogilvy, Master

Especially appealing is the featured article on Direct Marketing Legends (Masters Including, of course, David Ogilvy *******)

“The giants of direct marketing need no intro­duction. These great innovators in the direct and digital marketing industry have one thing in common: Each and every one of them – in their own way – changed the game, carving a path for generations of marketers to follow.”

Read the article online at  http://www.dmnews.com/david-ogilvy/emailarticle/158499/ here if you can't get a print edition:
http://sl.im/3brz

November 14, 2009

David Ogilvy: We Sell or Else

Renowned Advertising guru David Ogilvy gives a brief speech on the importance of direct marketing.

October 24, 2009

How They Are Turning Off the Lights in America by Edwin X. Berry

Filed under: Marketing Secrets — linwoodaustin @ 6:35 pm

Do we live in a free market, capitalist society? No. Here is proof.

October 21, 2009

Your Clickbank Web Page Sucks

Filed under: Marketing Secrets — linwoodaustin @ 10:52 pm

Your Click Bank Web Site Sucks

The main problem is your COPY is not

convincing, powerful, persuasive,

charming and fun to read. And it’s not

getting you the cash-paying customers

you know in your heart you deserve.

You’ve got low gravity, low popularity

and lousy referrals.

I can change all that. Here’s how.

Wednesday Afternoon: 3:00 P.M.
From Linwood Austin. Salt Lake City, UT
Here is my direct line:
801-201-9026

Dear Serious Clickbank Marketer,

Pick Up The Phone. Call me now.
This is a “Killer” deal for a new sales page. I’ll create your new
sales page for the cool, clean price of $9,995.

Listen. As you may know… For 25 years I have been creating
“killer”, high-profit, direct-response marketing for all kinds of
businesses. Professional services, publishers, retailers, financial companies,
health and nutrition companies, you name it, I’ve done it.

I use a complex blend of psychology, salesmanship, story
appeal and persuasion.
I do my research to discover your buyers obvious
buying motives AND their hidden buying motives.

This combination has sold billions
of dollars worth of products and services. I also use many “secret”
techniques that boost readership and response… whether those techniques are
for print, or for the internet.

Many of my techniques have been discovered in A/B Split
TESTS for advertising appeal, content, offers, impact and CASH RESPONSE.

(A “Split Test” is were
say, 5,000 people see ad “A” and the other 5,000 people see ad
“B” on the same day.)

These tests were conducted in
newspapers, magazines, direct mail, radio, TV and on the internet.

Remember: In each case we only want
one thing: We want more sales and leads. We want higher-response. We want
maximum return on investment. We want pure, sweet profits!!!

This kind of advertising is an
asset to your business, not just an expense.

Listen… Most advertising people
are good with computer graphics. But they know nothing about tested, proven,
direct response selling.

If You Need More Profits… More
Sales And More Leads…

Please Read On…

Imagine how much a minimum of 10%
INCREASE in advertising results would mean to you in net year-end profit. Such
an increase in response could DOUBLE or TRIPLE your profits on the same
advertising budget.

Especially in this economic downturn.

Please Note… Lots of business owners and Clickbank marketers are
FRUSTRATED with their ads or web sites. But they don’t know what to do.

The competition for the readers’ attention is tough. But…

My methods can change all that. My
methods can make you a lot of new money.

What will your ad say? It will
promise big benefits. But not just any benefits. You must promise the benefits
that buyers want NOW. Markets are always changing. If you’re selling a business
opportunity… maybe last year buyers wanted extra income. But this year they
might want security. Markets are always changing.

It will offer proof. Proof that is believable and convincing.
Your site will be charming. It will be credible. It will close. And will get
your phone to ring with customers almost lusting after your product. It will
get buyers clicking that precious ORDER NOW button. After all, that’s the only
reason to advertise.

What do your customers want?

1.) They Want More Time and
Convenience

2.) They Want More Sex and Prestige

3.) They Want More Money and
Security

I am very careful to translate
these major benefits into something easily grasped by your prospective buyer
regarding your product or service.

Please keep in mind that I am not
making this offer just to be cute. I really can boost the advertising response
to almost any ad or web page on clickbank. I’ve done it many times before. Over
and over again. I’m passionate about direct marketing techniques.

FOR EXAMPLE:

I have a client that I’ve created
some 20 different mailing packages for. He has used those mailing package to
bring in some 10 million customers over the last 15 years. He does about $11
MILLION Dollars a year in sales from my letters.

I created one ad for a professional
service that did 47 times better than what the client was using previously.

A seminar industry client came to
me literally with holes in his shoes. He had a big idea but did not know how to
get to the word out. I developed a marketing package for him that brought him
$103,000 in 90 days.

Years ago… I remember a high-end
stereo client said, “This Christmas your advertising brought us all the
buyers and left our competitors with all the ‘lookers.'” He was a
curmudgeon who rarely gave out compliments.

A computer mail-order firm said,
“Your ad beat ours 3 to 1.”

An ex-publisher said, “Because
of your advertising techniques I sold my business for 4 times what I paid for
it.”

One ad I created for a registered
incorporation service brought in about 300,000 buyers for a $300 filing
service.

A discount travel organization
said, “How did you do it? Your TV spot brings so many responses it makes
our old one look like the dark ages.”

Although they may not admit it,
some of the nation’s top marketing consultants have called me for brainstorming
and problem solving when they have a tough marketing situation.

I created one ad for a very dull
product that was a miserable failure. BUT… even though no one wanted the
advertised product, the client told me he got more spin-off business from that
ad than from anything run previously.

Who Should Reply To This Offer?

You should if you’re selling
advice, ideas, business opportunities, financial information, diet and weight
loss products, nutritional products, professional services, retail products,
wholesale supplies, even if you’re a manufacturer.

Also… You should use my services
if you’re a brand new “start up” company. Why? I can keep you from
going down dead-end roads. I’ve been playing the marketing game for nearly 30
years. Some things work. Some things don’t. I can guide you.

Also, you should use my services if
you’ve got tough competition.

And trust me, anyone who is after that dollar in the
prospective customers’ pocket is “tough” competition. Even if they
are in an entirely different industry.

You’ve got to “convince”
your prospect in a likable, timely way, that your product or service is what
they’ve been longing for all this time. That it will change their life. That
your product or service is the SOLUTION they need.

Remember, advertising is
SALESMANSHIP in direct mail, in space ads and on the clickbank.

Let Me Create A Winner For YOU!

If you’re frustrated with your
current marketing, with your advertising response, your direct mail results or
your web site conversion rates… here’s some good news: Stop what you’re doing
and send me your marketing material, your website link and relevant product
information along with a check for $9,995.

Once I get your package, I’ll get
on the phone with you and go over a very specific set of 25
brainstorming-questions, which I use to get to the core of a breakthrough
selling concept for your business.

Those questions could take about an
hour to go over together. Then, I will begin the process of creating your
marketing campaign from A to Z. It will be web site copy, newspaper or magazine
copy and direct mail copy.

You’ll get everything you need to
make this a winning marketing campaign: Copy, creative, concept, and unlimited
consultation. I’ll even supply you with a unique “killer” list of
keyword search terms you can use on Google, Yahoo or other PPC search engine
campaigns that will drive prospects and customers to your site.

PLEASE NOTE: This is a bargain
creative fee considering all you’re going to get. Your advertising copy you get
could add hundreds of thousands of dollars to your bottom-line profits… year
in and year out.

I can offer this special,
discounted price because I have just finished a couple of big budget creative
assignments… and just gotten back from vacation… so I’m refreshed and
recharged. And this is the perfect time to pick up the phone and lock in your
marketing project with me.

I’m only accepting a few clients who read this message. Why?
Because write the marketing copy is hard work. It takes me weeks to do all the
research, organize my thoughts and layout the copy in a layer-by-layer
persuasive, convincing way.

Don’t delay. Often, one client with
a big project can tie me up for six months at a time. Let’s do this NOW.

I’ll create the copy for you that
can make you rich. Copy that will give you an almost “unfair
advantage” even over your strongest competitor. Copy so strong it would be
like a “license to print money.”

Sincerely,

Linwood AustinDirect Marketing Man

2274 S. 1300 E. #G15
Salt Lake City, UT 84016
My Direct Phone Line: (801)
201-9026

email: yourlinwood@gmail.com

P.S. I’ve done work for the most demanding of direct marketers:
Gary Halbert, Alex Mandossian, Agora Publishing, Phillips Publishing, David
Avrick, Cory Rudl, Rainbow Publishing, and students of Jay Abraham and Dan
Kennedy. My marketing has often been compared to the work of the late
advertising greats, Gene Schwartz and John Caples. Call me.

———————————————————————–

Here Are Some Testimonials I’ve
Collected Over The Years.

I’d Like To Add Yours To Them:

“Linwood Austin is perhaps the greatest letter
writer on the planet. Why? Because he wrote a letter that made me buy a 35-year
old book for $339. He’s good. Damn good.”

Joe Cossman, Author, Entrepreneur of the Ant Farm and The Spud GuN
HOW I MADE A MILLION DOLLARS IN MAIL ORDER

“Linwood Austin brought our
marketing costs down from about $659 per sale to about $322 per sale. And we
sell a $13,000.00 a year membership product. We now have nearly 1200 clients
paying us that money. He is an asset to our organization.”

Terry Nicholson, President
Venvest Corporation

“We contacted Ogilvy & Mather plus A. Eicoff before contacting Linwood Austin. The solutions to our
problems were immediately clear to him. The marketing program he created for us
was the most impressive, profit-oriented plan I’ve ever seen. It was designed
to tap into every major buying emotion our customers have. My only reluctance
in recommending him is that he might be too busy to help us on our next
project.”

Kelly Ruff,
TUTTI MUSIC

“Every Package Linwood does
for us becomes the control. I don’t know how he comes up with such good ideas
for copy, concepts, price points and premiums. But they work. This guy is raw
marketing talent.”

John King, Publisher
FUTURE ECONOMIC TRENDS

“Linwood has an uncanny
ability to show almost any business owner dozens of ways to boost profits using
simple, high-impact response techniques. One mailing he created for us looks
like it’s going to increase this year’s gross sales by 1/3.”

Susan Vinson, Publisher
THE BUSINESS DIGEST

“Linwood Austin is the
Godfather of our entire marketing program. His methods grew our company from 2
people to 120 person in just 4 short years. Then, I sold the company for $10
million dollars. (Thanks Linwood.) I’d recommend to anyone: TAKE HIS ADVICE. He
knows his stuff.”

Terry Allen, President
THE LEAD SHEET.

“We watched him take a failing
business and turn it around in an amazingly short period of time. He
accomplished this by being inventive and trying new marketing techniques… We
all l know the statistics on the failure rates of businesses. Linwood has
beaten those odds by hard work and a good feel for his markets.”

Skip Matthews
BEAVER-FREE CORP.

“As you know, before you
created our ad we were getting no response to our own. This seemed like a total
waste of advertising dollars. However, may I say that each time we have run the
ad you created for us, responses ranged from 35-50 each time. Now that’s more
like it!”

G. L. Hutchison
HUTCHISON GRAPHICS &
ADVERTISING DESIGN

“We were amazed to see how
Linwood’s ads can turn normal lukewarm prospects into hot ones when the right
words persuaded them. I wholeheartedly recommend Linwood Austin to any company
that wants to create more powerful advertising.”

Conrad Deihl
MONEY MAILER

“Linwood Austin is one of the
most promising advertising practitioners I’ve encountered in many years… He
is no stranger to the great masters of selling. He has a greater understanding
of their methods than all but a handful of present day professionals. He is
also an original thinker, and possesses a rare ability to focus his creative
talent in precisely the right way to achieve maximum results for the
advertiser. His instincts are on target. He has abundant talent and his depth
of knowledge already greatly exceeds that of most with far greater
experience.”

C. Barrie Bedell, Pres.
BASIC ADVERTISING SELLING IMPROVEMENT CORP.

“I’m happy to say Linwood Austin has written quite a few packages for my company. I’ve never seen anyone
more clever and original with headlines that work and opening paragraphs that
grab you. He’s easy to work with and he’s a good friend.

Brian Keith Voiles,
Brian Keith Publishing

Call me: Linwood Austin…
801-201-9026

October 19, 2009

Speech about preceived value from TED.

Filed under: Marketing Secrets — linwoodaustin @ 9:30 pm

October 11, 2009

Six Figure Copywriting—

Six Figure Copywriting—

How You Can Make $10,000 to $12,000 A Month By Writing Copy For Business Owners Who Need Advertising Results FAST.

Also… How You Can Double Or Triple Your Sales If You Own A Business In A Competitive Market and Pay Yourself Six Figures With Your Own Copywriting.

Dear Serious Marketer,

The six figure copywriting secrets I’m about to reveal to you have been tested and proven. They’ve been tested and proven in the car industry, the furniture industry, the seminar industry, the publishing industry, the mining and manufacturing industries and more.

Let me get right to the point… right to the secret. It’s a secret very few business owners and graphic artists… and web site designers know. The secret is this….

PEOPLE WILL NOT READ LONG COPY ADS AND WEBSITES…

BUT PROSPECTS WILL.

Read that again… out loud… It’s vital to your success that you get the message.

People will not read a long letter or long-winded ad… or long worded web site.

But what do you care about PEOPLE… NO… NO… NO… You are NOT advertising to “people”… but instead, you’re advertising to PROSPECTS!!!

And guess what? Prospects have questions. They have objections. They have fears. They have dreams. They have open and hidden desires. If you don’t speak to their questions, fears, dreams, etc… you will not get the sale.

But if you do speak to their questions, fears, dreams and objections, you will get the sale.

If you want to make a ton of money… as a writer… or in your own business… you must learn the art and skill of copywriting.

Almost anyone can do it. But you need some tools. What kind of tools?

The following is a random list of ideas, techniques, methods that anyone can use to become a six figure copywriter. Use these tools, and you’re almost there.

  1. Read. You can’t be a writer of any kind, unless you are a reader. As you read, try to absorb sentence structure, cadence, hidden rhyming schemes. Read magazines, books, articles, love letters, poems, novels, biographies and more.
  2. Cheat. What I mean by this is find great ads or sales letters, and type the whole thing out on your own computer. Or write it out by hand. You might want to find great ads like Joe Sugarman’s ad: The Truth About Pocket Calculators. Or, Maxwell Sackhiem’s ad called: Do You Make These Mistakes In English. Or, Gary Halbert’s Family Crest sales letter. By actually sitting down and writing these great ads out, you will learn tons about how to present a good sales argument.
  3. Find great advertising books: Every great copywriter has on his shelf books by Claude Hopkins, Maxwell Sackhiem, Gene Schwartz, Clyde Bedell and Robert Collier. Make up your mind that you’re going to read these books at least once a year. You really must do this. Why? Because there is so much to the psychology of marketing and selling that it’s easy to forget some important element in your sales letter. For example, years ago, I spent a month writing what I thought was a darn good ad. I showed the ad to a copywriting buddy of mine and asked him what he thought. He said, “Where’s the guarantee?” I can’t believe I wrote 1,000 words of copy and forgot the guarantee. I felt like a duffus. (Is that how you spell it?)
  4. Get going. Don’t wait until you’re a master of copywriting before you begin. Why? Because you’ll never be a master copywriter without getting your hands dirty. And once you write your copy… sling it out there. I’m serious about this. You can even run your ads with typo’s in them and if you hit the right market with the right product at the right price… it won’t matter. They will still buy from you. Write copy for your own writing service… write copy for your friends… write copy for any business that will hire you. Just get in the game.
  5. Once you have some experience… you can raise your price to match your skill level… or to match you work load level. I got started after a nasty divorce in which she got the equity in the 3 houses we owned and I got a five gallon bucket of pennies, my old red pick up truck and my mind. I felt I won. With the bucket of pennies I printed up some business cards that said I was an “Ad Agency” and went knocking on doors. It did not take long before someone believed me and said… “Sure kid, you can be our ad agency, we fired the last agency for putting typo’s in our ad.” I was in. I got $100 for creating my very first ad. It wasn’t much. But I put my heart and soul into it. The client was happy because the marketing I created for him paid off quite well.
  6. Find a mentor. Almost every great copywriter I know has had a mentor. You’ll need one to bounce ideas off of. You’ll need on to keep you focused. You’ll need one to guide you to the next level. I consider Mr. Bedell my mentor. He was an advertising man in the 1940’s through the 1960’s. He created a marketing program for Ford Motor company in 1935 that helped Ford outsell GM for the first time in 10 years. What was his trick? He created a showroom floor book about the car that FORCED the salesmen to talk about BENEFITS not FEATURES. As I recall he was paid something like $100,000 for his trouble… which was a lot of money in 1935. Wasn’t that in the “Great Depression”? Yes it was. Don’t let this economic downturn scare you. Every business needs good marketing now more than ever.
  7. Count the money. There are thousands upon thousands of businesses out there that need help with their marketing. You can’t help them all. But if you start down this road and pick up a few clients you could command a nice $10,000 copywriting fee for every letter or web site you write. Doing one a month puts you in the six figure category. Let me know if I can help.

Sincerely,

Linwood Austin

yourlinwood@gmail.com

Phone: 801-201-9026

P. S. If you want to make money as a blogger, email me… and I’ll send you some “killer” information on how to do it.

August 18, 2009

Inflation and the Fall of the Roman Empire by Joseph Peden

Filed under: Marketing Secrets — linwoodaustin @ 3:44 pm

Inflation and the Fall of the Roman Empire by Joseph Peden

Shared via AddThis

July 25, 2009

The Minimum Wage Law Is Evil.

Filed under: Marketing Secrets — linwoodaustin @ 3:09 pm

The Minimum Wage Law Is Evil.

Random notes on the minimum wage law.

1.    Capitalism is the freedom to make and sell things without government help or interference.
2.    If the government can set a “minimum wage” the government can also set a “maximum wage”. Either way the government is interfering with the free market.
3.    If I have an idea for a business and am short on cash, but my friends agree to work for me for $1 per hour for six months to until things get off the ground, will I go to jail?
4.    The minimum wage law was created in the 1930’s by Northern congressman in order to stop northern manufacturers from moving to the South to take advantage of lower wages. If those manufacturers moved, tax revenue would be loss. They were not truly concerned with the poor laborers. Their concern was for their tax coffers. See here: http://www.fff.org/freedom/0796d.asp
5.    The minimum wage laws have created a black market for labor. Illegals come into our country and work “under the table” and it is far more attractive than hiring a U.S. citizen who not only gets “minimum wage”… but also gets to sue you for age discrimination, sex discrimination, race discrimination, etc. Add in the costs of employee taxes, benefits packages, health care, retirement, etc… and the under-the-table employee looks mighty good.
6.    If a $7.25 good… why not $72.50? Wouldn’t that be better?  Both are arbitrary numbers. The only number that makes sense is between the employer and the employee. If they agree on a price, of what concerned it is to the government?
7.    If I hire a 19-year old kid to sweep the leaves off my driveway for $5 bucks, and it takes him 2 hours, will I go to jail? If the kid has no other skills, and he agrees, am I not doing him a favor? If I don’t hire him, will not his idleness be a detriment? Won’t he soon be looting legally or illegally? (Legal looting is applying for government welfare… which also comes out of my pocket.) So either way I am paying this kid. In one way I am getting a benefit… a clean driveway. In the other way I have become a slave to him. I work so that he may remain idle. Plus, if I don’t sweep my driveway, the city government comes along and fines me for not keeping up my property. And thus the damage multiplies.
8.    If you make the minimum wages laws burdensome enough, someone will invent a driveway-sweeper which can do the job for a cost of say… $2… and the kid is idled permanently.
9.    If I want to work for $1 per hour… who is the government to day I cannot sell my time for what I want? It’s MY time. It’s MY life.
10.    The only one who benefits from raising a “minimum wage” is the politician. He/she looks like an angel who cares about the poor worker… but the truth is, the minimum wage is a sham since the US dollar is a bogus measure of money. Dollars are printed up with nothing to back it up. If you measure the minimum wage compared to gold (which is a stable/true measure of wealth/money) the true purchasing power of the minimum wage has been falling and falling and falling. (see this chart: http://www.youtube.com/watch?v=B8kke1S7fwo&feature=channel_page)
11.    What if we could pay employees in gold? Wouldn’t that change the game altogether? Instead we are forced to pay in bogus US dollars with minimum and maximum rates set by politicians who have never run a legit business much less had to balance their own budget.
12.    Who pays for the new, higher minimum wage? YOU DO. The cost is passed on in higher prices for products and services you want and need. The minimum wage is a hidden tax on YOU. Don’t be fooled by the politician who tries to sound altruistic.

Next Page »

Blog at WordPress.com.