Sublime

In 1935, H.E. Warren wrote an article entitled “How to Understand Why People Buy,” which every advertiser and salesperson should read twice. He said:

When your profit margin allows, it pays to offer a free premium. Always test different premiums. One of the most effective is cash prizes in sweepstakes. Sweepstakes, premiums, free offers, and low prices will build up your initial response, but the customer who is attracted by these devices is not always the customer who turns into a long-term buy

Don’t keep a dog and bark yourself Any fool can write a bad advertisement, but it takes a genius to keep his hands off a good one.

Age of Propaganda by Anthony Pratkanis and Elliot Aronson, and his favorite copywriting book is an oldie: The Robert Collier Letter Book, originally published in 1931.

If you are lucky enough to write a good advertisement, repeat it until it stops selling. Scores of good advertisements have been discarded before they lost their potency. Research shows that the readership of an advertisement does not decline when it is run several times in the same magazine. Readership remains at the same level throughout at least

If you make your ads look like editorial pages, you will get more readers. Far more.

More people read the captions under illustrations than read the ’body copy, so never use an illustration without putting a caption under it. Your caption should include the brand name and the promise.