Sublime

The way I see this to pan out is the books that are the oldest about direct response copywriting, the books that were written 50-60 years ago or 30 years ago like Scientific Advertising – I don’t know when that was written, but many principles of Scientific Advertising I see being applied everywhere online.

concept of “customer awareness.” And, we’re not the first. It was the late, great copywriting legend Gene Schwartz who first wrote about this idea, in his classic book Breakthrough Advertising.

Marketers have been doing this forever. When David Ogilvy and Rosser Reeves (and probably Don Draper) were making ads in the 1950s, they figured out a hole in the market and then simply invented claims and features that would fill that hole.

Half the circulation of a newspaper may go to outside towns. That half may be wasted if you offer a sample at local stores. Say in your coupon that outside people should write you for a sample. When they write, do not mail the sample. Send the samples to a local store, and refer inquiries to that store. Mailing a sample may make a convert who canno

Okay, let’s review what you learned so far. YOU LEARNED that in order for your advertising to be successful, you must first be aware of what blocks your readers from understanding your message. YOU LEARNED that your readers don’t care about your big vocabulary, only what you can do for them. That means you use shorter words, sentences, and paragrap

His definition of a good advertisement was that ‘its public is not only strongly sold by it, but both the public and the advertiser remember it for a long time as an admirable piece of work.’