Copyright 2006 Peter Woodhead article this is the seventh in a series of ten. Now we go back to Maxwell Sackheim. Sackheim is also known for the "book-of-the-month" club of origin. So what can you learn from the Sackheim book-of-the-month club? More than you think. People are lazy.
It is not easy to get people to take some kind of action. That's why a lot of advertising used deadlines and limited time offers. Sackheim used this human attribute in its own advantage. Each month, members of the Club of his book would be informed of that month book selection and unless she replied that they do not have the book wanted-it was assumed that they did, and it would be then mailed out to them.
Smart! Sackheim gave rise to the idea and now every "on-the-month" club works like this. Have you experienced this? Maybe you're thinking: "this would not work for me" or "my company really is different" than you are missing the point and just not creative enough. Can you Sackheim the "negative option plan" for your business.
If, for example, you have a Web-based company, you can create a member or subscription site that regularly, monthly income brings. Your customers credit cards may be recharged every month for their renewal of membership. People are lazy will rarely their subscriptions bringing you a beautiful Cancel recurring revenue stream.
Sackheim the negative Option Plan forcing people to cancel their innovations. Many cannot just be bothered. You can take advantage of this little piece of human psychology. Of course, you have a good product or service that the value for the money. In 1917 Sackheim met a young man named Victor Schwab who he hired as his private Secretary. Schwab, working alongside Sackheim soon developed itself in a good copywriter.
Maxwell Sackheim also wrote a great book about marketing called: "my first 60 years in advertising". This book is now out of print (as most of these classics) but if you are interested in the work of Maxwell Sackheim there is a book available by Jerry Buchanan called: "Billion Dollar Marketing." You should be able to get your high street bookstore or on Amazon. On similar lines to the "character" formula is what is called the "open letter" technique. 1921 Publisher a.w.shaw collected 5,063 letters that big sales had created for their creators.
The publishers limit this list down and published 72 of these letters. This 72 were analysed and dissected. The result was their publication: "72 letters and what made them pay." This book contains sections on the letters that open doors; letters that increase in turnover; letters that perspective into your friends; in fact, letters for many occasions. 72 of them. There are examples of letters that attracted 18% to 20% efficiency.
Letters that 61% yield. What would you give for return like that? Take for example this introductory phrase: "there's a man in Boston that has a unique way of making a living." Now who are not interested in that? Most people, and that's why they keep on reading the rest of the letter. Even if you have something to entice your prospect to respond, yet the letter to be effective.
Within the above opening sentence was a good enough "hook" to get the prospect to continue reading. But the letter had to sooner or later the "Big Idea" reveal. Suffice it to say that this particular letter got the results (a 61% return) and the pull of such a letter makes it well worth studying. "72 letters and what Made Them Pay" assists you with your search of a persuasive letter for any situation, no matter what line of business you are in.
And you can book at: tis http://longlostmarketingsecrts.com 1923 John Orr Young and Rubicam form young and Raymond Rubicam in Philadelphia. 1928 BDO merge with Garry Batten co. to form BBDO with billing of $ 32 million. 1928 Victor Schwab and his partner took the Sackheim agency after the Sackheim decided to ' movie ' a day. He was responsible for creating ads for Dale Carnegie; Charles Atlas; and Sherwin Cody's courses (such as Sackheim).
His famous works included the best selling thirties classic: "how to win friends and influence people". He wrote a number of articles: "how to write an advertising announcement" and a step 5 formula. His series of articles were later turned into a book, also known as: "how to write a good advertisement." 1930 James Webb Young worked as a professor and his lecture notes used to publish his first book: "man how to be an advertisement." 1930 Advertising age is launched in Chicago 1934 was another master writer Robert Collier.
He went to work in New York for his uncle of publishing. His first successes were that he many thousands of the Harvard Classics sold. These were books compiled by Dr. Eliot of Harvard and sold by Collier as what became known as the "Famous Five-Foot Shelf of books." Collier had an idea of writing a number of books on psychology. He worked day and night to get them ready. The books were titled: "the secrets of the ages." He has sold more than 300,000 sets of that title and went on to more self-help titles and books to write.
He was a prolific writer, but his best capacities were in writing killer sales letters. In 1934 he wrote, the now famous: "The Robert Collier letter Book." Here are just a few of his secrets to writing sales letters. Collier became famous for a letter in particular. Are: "you will do me a favor?" letter. He came up with this idea when he read about a manager who asked one of its competitors for a favor-he wanted to know how to handle customers who benefit of their conditions. And this technique helped to bring together the two companies.
Collier thought this technique works well in print. He was not wrong! One of his letters was responsible for sales of 20,000 raincoats and more than a dozen other products. The letter contains some strong psychological principles. Also, people want to help. Just as Collier knew all those years ago, people want to give advice. If you have your business offline operation, questions in your direct mail or your letters for people's opinions.
If you are on-line, is a good technique to use polls. If people are still not ready to buy, they love to express their opinion. It is even stronger if you give them something for free in return. Anything of value, as a report with some useful information. But what ever you give them, it's useful. Now maybe you're thinking, OK, his letter were more than 70 years ago. Certainly, this technique is outdated. Think so? Just before his death in 1950, Robert Collier was asked to get his 15 most powerful and hypnotic letters. These were compiled and sold as: "by Robert Collier million dollar sales letters."
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