People don’t expect Advertisers to lie.
Conclusions of ads are always based on Cost Per Costumer.
The only purpose of advertising is to make sales.
“Our prices have been reduced by 20%” is better than “Our prices have been reduced”.
Tell Your Full Story
Long or short an advertising story should be reasonably complete.
A man interested in buying a car will read a volume about it if the volume is interesting.
Ads are not written to entertain.
Do nothing to merely interest, amuse, or attract.
When you plan or prepare an advertisement, keep before you a typical buyer.
No one reads ads for amusement.
Address the people you seek and them only.
The purpose of the headline is to pick out people you can interest.
Headlines on ads are like headlines on news items, nobody reads a whole newspaper.
Your subject your headline has gained his attention, then in everything be guided by what you would do if you met them face to face.
Don’t think of people in mass, that gives you blurred view. Think of typical individual, man or woman.
Consider them as prospects standing before you seeking for information. Give them enough to get action. Do just what a good salesman do with half sold person before him.
Observe objections carefully, learn from reactions. Learn from what possible buyers want and factors which do not appeal.
You can bore people by writing. They chose their own companion, their own subject. They want to be amused or benefitted.
People are selfish. They care nothing about advertisers interest or profit. They seek service for themselves.
The best ads are based entirely on service. They offer wanted information. They site advantages to users. They offer samples and demos.
The more you tell, the more you sell.
Curiosity is the strongest human incentive.
Cheapness is not a strong appeal. People want to bargain but they don’t want cheap products.
People want to feel that they can afford to eat, have and wear the best.
Pay in a week if you like them is more impressive than try it for a week if you don’t like we’ll return your money.
When a man knows something to belong to them, something with his name on, he will make an effort to get it.
An offer limited to a certain class of people is far more effective than a general offer.
Prevention is not a popular subject, people will do much to cure the trouble.
We must learn what a user spends a year, else we shall not know if the user is worth the cost of getting.
We must learn the percentage of readers to whom our product appeals.
Greatest profits are made on great volumes at small profits.
A product which costs more than the ordinary is considered above the ordinary.
Take about coming good conditions, not conditions which exist. Tell people what to do not what to avoid.