Welcome to AdSECRETS.
In this issue:
"23 SIGNS THAT YOU'VE HAD TOO MUCH OF THE 90s"
"DAVID OGILVY: THE KING IS DEAD,
LONG LIVE THE KING
- AND HOW YOU CAN PROFIT FROM HIS WISDOM."
"INTERNET MARKETING SUPERCONFERENCE at the LAS VEGAS HILTON"
"LET'S HAVE A CONTEST: HOW TO USE CONTESTS AND SWEEPSTAKES TO BOOST WEBSITE HITS, SALES AND PROFITS"
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Support resources and back issues can be found on my websites:
Either http://www.copycoach.com or
http://www.adsecrets.com
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Although this is a copyrighted publication, you have permission
to share it with others as long as all the information is left
intact.
Support resources and back issues can be found on my website at:
http://www.copycoach.com
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ARTICLE #1:
"23 SIGNS THAT YOU'VE HAD TOO MUCH OF THE 90s"
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A friend of mine, Loretta Duffy, recently forwarded the following funny list to me. I don't know where she got it (I'm afraid to ask!) but it is hilarious and I thought I'd pass it on to brighten your day.
"23 SIGNS THAT YOU'VE HAD TOO MUCH OF THE 90s"
1. You just tried to enter your password on the microwave.
2. You now think of three espressos as "getting wasted."
3. You haven't played solitaire with a real deck of cards
in years.
4. You have a list of 15 phone numbers to reach your family of
three.
5. You call your son's beeper to let him know it's time to eat.
He emails you back from his bedroom, "What's for dinner?"
6. Your daughter sells Girl Scout Cookies via her website.
7. You chat several times a day with a stranger from South Africa,
but you haven't spoken with your next door neighbor yet this year.
8. You didn't give your valentine a card this year, but you posted
one for your e-mail buddies via a web page.
9. Your daughter just bought a CD of all the records your college
roommate used to play.
10. You check the ingredients on a can of chicken noodle soup
to see if it contains echinacea.
11. You check your blow-dryer to see if it's Y2K compliant.
12. Your grandmother clogs up your e-mail inbox, asking you to
send her a
JPEG file of your newborn so she can create a screen saver.
13-23 (See next issue - hey, these are too good to waste in one
issue - besides, how do you think I'm gonna get you to read the
next issue?)
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For the very best books on Advertising, Marketing, Copywriting visit: http://www.twipress.com and look for the selections recommended by Carl Galletti.
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ARTICLE #2:
"DAVID OGILVY: THE KING IS DEAD, LONG LIVE THE KING"
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I always wondered what those words meant. If the King is dead, then how could he live long? Well, I think I know what it means. Let me explain.
A few weeks ago my mentor, David Ogilvy, passed away. In my advertising life, David was King. My first exposure to him was reading his classic book, "Confession of an Advertising Man." That book changed my life. It's no longer available but the same information is in his newer book "Ogilvy On Advertising," which IS available and is a book that EVERYONE should read.
It's true that David is no longer with us. He's joined the ranks of other great advertising legends like Claude Hopkins, John Caples, Vic Schwab, Albert Lasker, Robert Collier, Clyde Bedell, Max Sackheim, Joe Karbo, Eugene Schwartz and others. But he left a legacy of knowledge behind him. And like the others mentioned, he left behind the books he wrote. And in that way he goes on living - in our minds (consequently: "long live the King").
So, just like I learned from Claude Hopkins (and so did David) long after Claude was gone, so can we learn from David, even though he's now gone.
David was probably the most popular icon ever of the advertising industry. If you ask the man on the street to mention one great advertising man or woman, I dare say David's name would appear at the top of the list. He learned from the masters such as Claude Hopkins, Albert Lasker and others. I personally know that he was a Robert Collier fan because when I had reprinted the book, he wrote me a note expressing his joy that it was again available and ordered another copy of it for his library in France. I couldn't resist delivering it in person to his New York office.
As a commemoration, I'd like to share with you some of what I learned from David over the years. All of this is covered in greater detail in his book, Ogilvy On Advertising, so that you and many others to come will benefit from his wisdom. Yes, I know that David wrote "Confessions…" to attract high-paying clients to his agency -- which it did. And I also know that his books made him the advertising icon like no one else of his time. But I also know that David knew the value of leaving behind something for posterity. That's the power of writing and publishing. You not only benefit from it while you are alive but, if it is any good, it goes on to benefit others after you're gone.
Anyway, here's some of what I learned from David - in a nutshell.
Since 5 times more people read your headline than body copy, you ought to put something important there and benefit from the exposure. David liked to put the name of the company or product in every headline. He knew that headlines that don't mention the product score on average 20% below those that do.
Some of his examples:
-- "At 60 miles an hour the loudest noise in this new Rolls-Royce
comes from the electric clock"
-- "The Man in the Hathaway shirt"
-- "You give up things when you buy the Mercedes-Benz 230S.
Things like rattles, rust, and shabby workmanship." (hey,
notice the pattern-interrupt? See issue 8)
-- "Suddenly DOVE makes soap old-fashioned!"
-- "You can see the lemon in Schweppes Bitter Lemon. That's
because Schweppes uses whole, fresh lemons. Juice, pulp, peel,
everything."
-- "Guinness Guide to Oysters"
I think putting the product's name in the headline is a good idea - and one that I should do more of.
David also liked to put NEWS in the headline. And to use words like "amazing," "introducing," "now," and "suddenly." He was not afraid to use long headlines. In his words: "Headlines of ten words sell more merchandise than short headlines."
He knew that specifics work better than generalities. He learned that from Claude Hopkins. He also knew that putting a headline in quotes increases recall by an AVERAGE of 28 percent. There's an easy way to increase the response of any ad.
David put some new phrases into my vocabulary. Among them are:
"Headless wonder" - referring to an ad without a headline.
"…Looking through the wrong end of the telescope"
which he used when talking about choosing an agency on the basis
of price. I use it in other ways and find the analogy to be very
powerful.
"If you would like more guidance on writing headlines,"
he advised, "I commend you to John Caples' book 'Tested Advertising
Methods'."
http://www.twipress.com/MarketingResources/GallettiBooks/TestingAd.htm
I can't possibly cover all the wisdom in this book. The chapter on print advertising is worth many times the price of the entire book. I learn something new every time I read it. It needs to be a part of your library, if you are at all serious about being effective with your advertising. http://www.twipress.com/MarketingResources/GallettiBooks/OgilvyOnAdvertising.htm
You should learn something else from David. To write your own
book. Whatever you do, you have expert advice that only you can
pass on. And by the way, it makes an excellent way to show others
that you know what you are talking about. I'd like to leave you
(for this article anyway) with the following words about books.
They are from my favorite writer on the subject of writing, Anne
Lamott, and they are from her excellent book on the subject, "Bird
by Bird." -- Available from Amazon.com in hardcover at:
http://buybox.amazon.com/exec/obidos/redirect?tag=carlgallettisrec&link_code=qcb&creative=23424&camp=2025&path=/dt/assoc/tg/aa/xml/assoc/-/0385480016/carlgallettisrec/ref=ac_bb3_,_amazon
and paperback at:
http://buybox.amazon.com/exec/obidos/redirect?tag=carlgallettisrec&link_code=qcb&creative=23424&camp=2025&path=/dt/assoc/tg/aa/xml/assoc/-/0385480016/carlgallettisrec/ref=ac_bb3_,_amazon
and audio cassette at:
http://buybox.amazon.com/exec/obidos/redirect?tag=carlgallettisrec&link_code=qcb&creative=23424&camp=2025&path=/dt/assoc/tg/aa/xml/assoc/-/1572700165/carlgallettisrec/ref=ac_bb3_,_amazon
"…for some of us, books are as important as almost anything else on earth. What a miracle it is that out of these small, flat, rigid squares of paper unfolds world after world after world, worlds that sing to you, comfort and quiet or excite you. Books help us understand who we are and how we are to behave. They show us what community and friendship mean; they show us how to live and die. They are full of all the things that you don't get in real life - wonderful, lyrical language, for instance, right off the bat. And quality of attention: we may notice amazing details during the course of a day but we rarely let ourselves stop and really pay attention, and this is a great gift. My gratitude for good writing is unbounded; I'm grateful for it the way I'm grateful for the ocean. Aren't you?"
Yes, I am, Anne. Yes, I am. And I'm also grateful for writers like you.
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"A person without a mission is like a bird without wings"
-- If you expect to fly, you need to know what your life's mission
is -- and follow it. Visit Dr. Mary D. Bell's website at: http://www.life-mission.com
and discover your own life mission. FREE coaching session available.
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ARTICLE #3:
INTERNET MARKETING SUPERCONFERENCE
LAS VEGAS HILTON
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This issue announced and talked about the conference which is now over. But it's not too late to take advantage of it because we video/audio taped the entire conference and put together a dynamite CDROM for a HOME STUDY VERSION. I'll give you details of how to find out more at the end of this article. Meanwhile, here's what was in the original issue:
We've assembled 15 top speakers for the Internet Marketing SuperConference at the Las Vegas Hilton on October 29-31. I, of course, will be one of them. Here is just a short overview of the others.
COREY RUDL (http://www.marketingtips.com/):
Corey is one of the most successful Internet marketers today.
He is the author of "Insider Secrets to Marketing Your Business
on the Internet," one of the most widely sold courses
on the subject with over 10,000 affiliates who promote the product.
He sells several different products to widely different marketplaces
and gets over 300,000 visitors to his sites each month, generating
$5.2 million in annual sales. This is the first time Corey revealed
his marketing secrets on video tape.
ED TAYLOR (http://www.internetmarketinggroup.com):
Ed's been awarded the title of "The Most Requested Speaker
on Internet Marketing" by Five Star Speakers & Trainers.
He gives about 110 Internet talks a year. Ed's a personal friend
of mine and the publisher of Ed Taylor's Internet Marketing Newsletter,
the first Internet newsletter/e-zine I ever subscribed to. If
any one person knows what really works on the Internet and what
doesn't, Ed is that person.
I've read just about everything the experts have put out about e-commerce. And they've got one central concept ABSOLUTELY WRONG!!! At the seminar Ed revealed exactly what that is. It's a "BREAKTHROUGH" that is going to ROCK the industry. He told me he mentioned this recently on a panel discussion with other experts, just to test it out. After they heard what he had to say their mouths hung open. They couldn't believe that he refutes one of the industry's cardinal rules. It's totally contrary to existing beliefs. Then he asked which of them have actually run tests and guess what? None of them have. Ed's tested this one every which way, so he knows exactly how it works and everything else you need to know about it. This one fact alone could very well pay for the entire course -- and then some.
MARLON SANDERS (http://www.higherresponse.com/):
Marlon's product "The Amazing Formula That Sells Products
Like Crazy" was ranked #1 on AssociatesPrograms.com for 4
consecutive months this year. It always ranks in the top 10. He
commands $1000.00 an hour for consulting and has been dubbed Marlon
"The Truth" Sanders because he is known for cutting
through the BS and exposing the truth. While he doesn't make millions,
his claim to fame is he makes a very healthy six-figure income
while only working an hour a day. He will demonstrate how to take
the afternoon off EVERY afternoon. I like to refer to him as the
Right-Reverend Sanders. What he says is GOSPEL!!!
JONATHAN MIZEL (http://www.cyberwave.com/):
Jonathan is one of the top marketers on the Internet today. As
Marlon Sanders says: "Jonathan's methods are positively
insane! He teaches the stuff everyone else is afraid to, all the
forbidden fruit! E-mail, search engine tricks, and lead generation
techniques that are incredibly effective at bringing home the
bacon!" Thousands have subscribed to Jonathan's newsletter
at $195.00/year and he charges $3,000.00 for his seminars. Pay
very close attention to what he says. He's one of the most experienced
Internet marketers today and he knows exactly what works and what
doesn't.
KIRT CHRISTENSEN (http://www.scientificmarketing.com):
Kirt is another friend of mine who really knows his stuff. He's
been the marketing genius behind four Internet companies. One
of them, Icentral, started out barely making $20,000 in sales
per year when Kirt started working with them. Within 4 1/2 months
he had them up to $244,000.00!!! And on May 1, 1998 the company
was bought out for $11,000,000.00!!! It's now called Open Market
(http://www.openmarket.com) and they sell the line of ShopSite
Software -- a high end shopping cart program.
One of Kirt's "smaller" businesses was a site that sold supplies to paintball enthusiasts. The site was set up in such a way that Kirt didn't have to send the orders out. It pretty much ran on automatic. In a few short months he was able to get sales up to $40-50,000 a month. Then he sold it. Kirt shares his secrets with you. He's a person who, every time I talk with him on the phone, I learn something new.
NICHOLAS SCHMIDT (http://www.profitstream.com):
Nicholas is another master Internet marketer who publishes a DAILY
e-zine (how does he do it?) called The Daily Profitstream. Not
only that but he also hosts e-commerce websites running on his
own servers -- I believe he has four so far. Many of the more
popular e-zine publishers and web site owners are using his packages
to run their sites. He's a big believer in the "theme"
approach and you can learn a lot about what to do right by just
listening to him describe it. He's worked on some powerful web
development projects and will share some pretty exciting concepts
about what to do and what not to do to make your site a success.
PAULETTE ENSIGN (http://www.tipsbooklets.com):
Paulette started out selling "TIPS" booklets. Her first
one (and only one, she reminds me) was on organizing your business
life and had a print run of only 250. Since then she has sold
more than a half-million booklets both on and off the Internet.
She also runs a very active discussion board about the subject.
Check it out at: http://www.tipsbooklets.com/cgi-bin/tipswebbbs/webbbs_config.pl
and you'll get introduced to a discussion board that actually
makes money! Novel idea.
Shawn Casey is an author and accomplished professional speaker who brought his last company public with a market capitalization of $57,000,000.00. He'll show you exactly how he's gotten his articles published to over 1,000,000 people through Internet newsletters alone.
David Berof runs a site that is used by over 50,000 webmasters. Jim Daniels says that David's site is the "most effective, targeted advertising network" he's ever seen in his three years of Internet marketing. David gets 500,000 page views each and every month on his site. And, for the FIRST TIME EVER, he will reveal EXACTLY how he did this.
Marty Foley is one of the most popular e-zine publishers and Internet marketers on the net. He'll show you how he's used syndicated "how-to" articles and other techniques to build traffic to his site.
That's just a partial list of the speakers.
For more info CLICK HERE-> http://www.copycoach.com/seminar
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ARTICLE #4:
"LET'S HAVE A CONTEST: HOW TO USE CONTESTS AND SWEEPSTAKES
TO BOOST WEBSITE HITS, SALES AND PROFITS"
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In issue 7 I promised that in an upcoming issue I would show you
an example of a contest/sweepstakes and how you can use it to
boost website hits, sales and profits. So, here it is, finally.
As you may know I decided to first present a contest and to follow it up with in depth details about contests, sweepstakes and lotteries -- how to keep it legal and how to use them to boost your sales, whether on a web site or otherwise. Pretty powerful stuff. So, let's get to it.
First of all, the late Dick Benson did a lot of testing around this issue and his figures showed that a contest or sweepstakes could boost response by 50% or more!!!
There is a difference between a contest, a sweepstakes and a lottery. And you'd better know the difference or you could end up in the hoosegow (Is that how you spell it? Anyway, it means "jail" for those of you who haven't seen all those John Wayne and other cowboy movies my father used to force me to watch).
There are three things you need to be concerned with, prize, chance and consideration. Prize is what you win. Chance is winning by random selection. And consideration is paying money to enter. If all three are there, that's a lottery. Lotteries are illegal, except for the government (why is that?).
To be legal you need to eliminate one or more of the three things. But you can't eliminate the prize - why would anyone enter? So, you have to eliminate one of the remaining two things.
If you eliminate the consideration, that's a sweepstakes. That's why, when you get a game piece with food you buy at McDonalds it says right on the piece that you can get one without buying anything. If you require a purchase, that's a lottery. Go directly to jail, do not pass go, do not collect $200 (for you Monopoly fans).
If you eliminate chance, that's a contest. You can charge an entry fee (consideration) because you have eliminated random chance and based it on skill. Many contests don't have an entry fee but may require you to buy something. For example, "send in your entry to rename this cereal and include two box tops from the XYZ cereal, the winner gets a trip to Hawaii for two." The two box tops is the consideration. They get to sell more cereal. But chance is missing. It's based on skill, so they can get away with the box top requirement.
Now that you understand the difference, let me make a recommendation. Don't charge an entry fee for a contest, even if it is two cereal box tops. Make it free. Why run this type of contest? How do you make any money with it? Gee, I thought you'd never ask.
Your goal is to involve people. Give away some prizes that are valuable to them but don't cost you an arm and a leg. When you send the prize put in a promotion or catalog for other things you sell.
Remember the contest I ran in issue 7? I mainly did it because it was so much fun trying to solve and I thought it would be an interesting thing for many of my subscribers. And it was. But in the end I also made a profit equal to ten times the cost of the prizes + promotion.
Try a contest in your business and see what you can come up with. Even if you break even, you've built up a relationship with all those who participate and in the long run that's going to be profitable to your business. But it may even be profitable right away. In fact, if Richard Benson's test hold true for you, it may even boost your response by 50%. And that's a nice extra.
By the way, if you want to use the contest I ran in issue 7, go ahead. All I ask is that you give me credit and list my url with my name (i.e., Carl Galletti, http://www.copycoach.com). You can get a copy of issue 7 in the ARCHIVE section of my website. Happy contesting.
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See you next issue!!! (But first, CLICK HERE-> http://www.copycoach.com/seminar).
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My Very Best to You,
Carl
Galletti
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