The Greatest Marketing Secrets Of All Ages
Surefire Marketing
Business & Finance, Career Planning & Job Hunting, Small Business, Entrepreneurship, Entrepreneurship & Small Business
| Author: | Steve McZen | ISBN: | 1230000147845 |
| Publisher: | Steve McZen | Publication: | July 3, 2013 |
| Imprint: | Language: | English |
| Author: | Steve McZen |
| ISBN: | 1230000147845 |
| Publisher: | Steve McZen |
| Publication: | July 3, 2013 |
| Imprint: | |
| Language: | English |
If you look back to the great ad men of this century you’ll find some incredible
marketing strategies you can dust off and use for your own business. I hope you realize,
human nature does not change. Human beings will continue being sold by the same
appeals that have been used for centuries.
The same things that made people buy 10,000 years ago will continue to work
10,000 years from now. It just doesn’t change. That’s why I want to take you back to
the old master’s teachings and let them “write” this special report for me (hey, I need a
break anyway).
Well, let’s start with a guy who shares my birthday (exactly 83 years earlier) and
my birthplace (Russia), his name is Maxwell Sackheim. Sackheim wrote a spectacular
book on marketing called “My First 60 Years in Advertising”. Very out of print and I
finally tracked it down after 3 years. For those of you interested in learning about the
marketing strategies of Maxwell Sackheim there’s another book called “Billion Dollar
Marketing” published by Jerry Buchanan which is excellent. You can get that through
www.amazon.com.
Anyway, Max is best remembered for an ad that ran for 40 straight years. That is
absolutely incredible. The famous ad has the headline “Do You Make These Mistakes
In English?” It was done for the Sherwin Cody’s course on English. For an ad to run
for 4 decades without a change to the copy is an incredible feat. And remember this was
run by a savvy mail-order advertiser who counted coupons and tracked results. So you
know this ad continued to make money.
One of Sackheim’s most effective techniques was making the advertiser a
“character”.
He would typically write the ads coming from the client’s mouth (in their
language) directly to the reader. A down home personal approach.
Here’s what I mean. One of Sackheim’s most famous clients was Frank E. Davis
“The Gloucester Fisherman”. For him Sackheim wrote direct mail pieces and later ads
that read like this:
Copyright Surefire Marketing, Inc. All rights reserved.
“There’s no use trying. I’ve tried and tried to tell people about my fish, but I
wasn’t rigged out to be an ad writer and I can’t do it. I can close-haul a sail with the
best of them. I know how to pick out the best fish of the catch. I know just which fish will
make the tastiest mouthfuls, but I’ll never learn the knack of writing an ad that will tell
people why my kind of fish -- fresh caught, prime-grades right off the fishing boats with
the deep-sea tang still in it -- is lots better than the ordinary store kind.
“But I can’t explain it, at least you can taste the difference. So you won’t mind,
will you if I ship some of my fish direct to your home. It won’t cost you anything unless
you feel like keeping it. All I ask is that you try some of my fish at my expense and judge
for yourself whether it isn’t exactly what you have always wanted.”
This kind of copy sold tens of thousands of tubs of mackerel all across the
country. And the reason this type of advertising succeeded was due to the character of
an authentic Gloucester fisherman personified by Sackheim.
Does this technique still work?
You betcha’. Several years later a copywriter named G. Lynn Summer wrote an
ad for a pair of pear growers. The ad with the headline “Imagine Harry and Me
Advertising Our Pears in Fortune!”
If you look back to the great ad men of this century you’ll find some incredible
marketing strategies you can dust off and use for your own business. I hope you realize,
human nature does not change. Human beings will continue being sold by the same
appeals that have been used for centuries.
The same things that made people buy 10,000 years ago will continue to work
10,000 years from now. It just doesn’t change. That’s why I want to take you back to
the old master’s teachings and let them “write” this special report for me (hey, I need a
break anyway).
Well, let’s start with a guy who shares my birthday (exactly 83 years earlier) and
my birthplace (Russia), his name is Maxwell Sackheim. Sackheim wrote a spectacular
book on marketing called “My First 60 Years in Advertising”. Very out of print and I
finally tracked it down after 3 years. For those of you interested in learning about the
marketing strategies of Maxwell Sackheim there’s another book called “Billion Dollar
Marketing” published by Jerry Buchanan which is excellent. You can get that through
www.amazon.com.
Anyway, Max is best remembered for an ad that ran for 40 straight years. That is
absolutely incredible. The famous ad has the headline “Do You Make These Mistakes
In English?” It was done for the Sherwin Cody’s course on English. For an ad to run
for 4 decades without a change to the copy is an incredible feat. And remember this was
run by a savvy mail-order advertiser who counted coupons and tracked results. So you
know this ad continued to make money.
One of Sackheim’s most effective techniques was making the advertiser a
“character”.
He would typically write the ads coming from the client’s mouth (in their
language) directly to the reader. A down home personal approach.
Here’s what I mean. One of Sackheim’s most famous clients was Frank E. Davis
“The Gloucester Fisherman”. For him Sackheim wrote direct mail pieces and later ads
that read like this:
Copyright Surefire Marketing, Inc. All rights reserved.
“There’s no use trying. I’ve tried and tried to tell people about my fish, but I
wasn’t rigged out to be an ad writer and I can’t do it. I can close-haul a sail with the
best of them. I know how to pick out the best fish of the catch. I know just which fish will
make the tastiest mouthfuls, but I’ll never learn the knack of writing an ad that will tell
people why my kind of fish -- fresh caught, prime-grades right off the fishing boats with
the deep-sea tang still in it -- is lots better than the ordinary store kind.
“But I can’t explain it, at least you can taste the difference. So you won’t mind,
will you if I ship some of my fish direct to your home. It won’t cost you anything unless
you feel like keeping it. All I ask is that you try some of my fish at my expense and judge
for yourself whether it isn’t exactly what you have always wanted.”
This kind of copy sold tens of thousands of tubs of mackerel all across the
country. And the reason this type of advertising succeeded was due to the character of
an authentic Gloucester fisherman personified by Sackheim.
Does this technique still work?
You betcha’. Several years later a copywriter named G. Lynn Summer wrote an
ad for a pair of pear growers. The ad with the headline “Imagine Harry and Me
Advertising Our Pears in Fortune!”
