Tag: headline

7 things you’ll learn in Dan Kennedy’s “The Ultimate Sales Letter”

10:20pm

Saint Paul

I was browsing my bookshelf the other night, looking for something to start.

(I have more unfinished books than I have fully-read books. Not every book is worth finishing, I’ve learned… though many I plan to return to… I think…)

Now, I noticed my slightly neglected Dan Kennedy section. Dan is a prolific and accomplished copywriter and businessman who has recently fallen ill.

I pulled down my worn copy of The Ultimate Sales Letter and Continue reading “7 things you’ll learn in Dan Kennedy’s “The Ultimate Sales Letter”“

10 Ways You Can Strengthen Your Headlines (Starting Now!)

Your copy is only as good as the headline that gets the reader down the page.

That’s why David Ogilvy said 80% of your time should be spent on the headline.

It carries 80% of the weight. If they don’t read the headline, they’re not gonna read the body copy.

Here are a few ideas for your next Headline.

Continue reading “10 Ways You Can Strengthen Your Headlines (Starting Now!)”

How to Please Your Customers:
Hopkins’ My Life in Advertising Wrap-up

My new boots came in the mail. They were far too small. I felt like a kid again and my feet had grown over the summer.

These boots had everything I wanted. Leather, waterproof, and insulated, I expected to keep them for years. But of course, they had to fit right.

Winter Boots are a necessity around these parts. Image "What's Down There?"by James, Flickr, CC-By-2.0
Winter Boots are a necessity around these parts. Image “What’s Down There?”by James, Flickr, CC-By-2.0

Luckily, the online retailer made the exchange simple and free. I mailed the boots in to try a second pair, and I waited.

It was going to be a cold, snowy Thanksgiving in Wisconsin.

Continue reading “How to Please Your Customers: Hopkins’ My Life in Advertising Wrap-up”

Hopkins’ Essentials of Advertising (My Life in Advertising: Chapter 17)

After reviewing Hopkins’ accomplishments, we get to the most important chapter of the book, Chapter Seventeen, Scientific Advertising.

Hopkins compares advertisements with salespeople. Each must prove their worth. Track results to know what is effective and what is not. Some techniques won’t work in various industries.

Image "Money bw" by Monochrome, Flickr, CC-By-2.0
Image “Money bw” by Monochrome, Flickr, CC-By-2.0

But some truths are universal. Hopkins lays them out in this essential chapter.

Continue reading “Hopkins’ Essentials of Advertising (My Life in Advertising: Chapter 17)”