|
The Greatest Marketing
If you look back to the great ad men of this century you'll find some incredible
Secrets of the Ages By Yanik Silver 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: "There's no use trying. I've tried and tried to tell people about my fish, but I
Copyright Surefire Marketing, Inc. All rights reserved.
|