How To Improve The The Part That Will Make the From: Carl Galletti Dear Friend: All the advertising geniuses throughout advertising history have agreed upon one very important thing: The Headline is the One Thing This means that by improving your headlines you will get more readers, prospects, customers, sales and, consequently, income. And that means you'll have more money to buy those toys you've been lusting after. Or going on that vacation you've been dreaming about. Or whatever it is you want. Now, you may or may not believe me so what I'm going to do is ask the greatest advertising geniuses of all time to step right up here and tell you in their own words. Ah, I see the great David Ogilvy has stepped forward first..
Then, Jay Abraham, the top marketing consultant in the world:
'The problem with many advertisers, and even with advertising writers, is that they don't appreciate how much the headline can affect the response of the advertisement. Here are some test results..two headlines were tested against each other..the second pulled 300 percent more..Another headline test..The second headline actually pulled five times as many..' -- from Methods To Increase Advertising Results by Andy Byrne, VP Smith-Hemmings-Gosden Direct Response Advertising
'Writing selective, purpose-advancing advertising headlines that tell their story incisively and appealingly--fast--is one of the most highly skilled arts in the world..I urge you to read the first sentence of this paragraph again and again. Better yet, type it out and post it above your desk where you may read it and ponder it daily.' from How To Write Advertising That Sells by Clyde Bedell Wow! They sure had a lot of great things to say about headlines. And that ought to convince you that if you expect to achieve the best results with your advertising, whether it be on the Internet, in magazines, through the mail or any other way, then you will need to learn how to write the very best headlines you can. The first and most important thing to know about writing good headlines is to start making a collection of successful headlines. Then study them carefully. By going through them you will get your own ideas. The purpose is not to copy them but to be inspired by them. The more headlines the better..but only collect GOOD ones. Bad headlines will give you bad headline writing habits and you want to avoid that. In case you're thinking that this sounds like a big job, relax, because now you can get a head start on your collection by getting.. This book contains enough headlines to start you on the road to producing breakthrough results. Cultivated from hundreds of sources, this compilation takes the very best headlines and delivers them to you in one convenient form. Here is an easy way to stimulate your imagination and get all the headline ideas you'll ever need. Even seasoned professionals often need a source of stimulus to get their mental gears into motion. This book was created around such a need. Each and every one of the 2001 headlines are proven winners. Chances are that many of them can be quickly and easily adapted to your own special needs. They will save you countless hours of time and effort. And bring you thousands of dollars in increased profits from your advertising. As a writer of advertising copy, I know how often people struggle with copy for hours, for days -- fixing it, polishing it, leaving the headline for last and then spending half an hour on it..when they know they should be spending hours on the headline -- if not days! But not anymore. Not with this book. This book makes it easy. All you have to do is scan the table of contents, choose some appropriate headlines -- and quickly make those changes needed to match it to the particular product or service you're selling. Or it may trigger an even better one. That's how the creative mind works. Free Download Genius Look 316 Webcam Driver 12.0 (Digital Camera / Webcam / Camcorder). Update the Genius Look 316 Web Cam Drivers For Windows 10 with ease. Easy Driver Pro makes getting the Official Genius Look 316 Web Cam Drivers For Windows 10 a snap. Easy Driver Pro will scan your computer for missing, corrupt, and outdated Drivers. Genius Look 316 Webcam Driver 1.0, Downloads: 882, By: GENIUS, Size: 20.31. True 315k Pixel Web Camera Genius has unveiled a new design for a video chat camera, the Look 316. Genius usb camera driver videocam eye. Free Download Genius Look 316 Webcam Driver 1.0 (Digital Camera / Webcam / Camcorder). The headlines in the book are separated into eight categories:
It would take you hundreds of hours and untold expense to assemble a collection likes this, even if that were possible today. You would have to study hundreds of publications and numerous issues of each to determine which ads were proving successful (or you'd have to have inside knowledge of the results) and even then it would be difficult since many of the publications are no longer available, except maybe from extremely rare and hard to find (and hard to access) sources. So, having a convenient, easy to use collection like this is a real time and money saver. But it's real value is, of course, in the results it will help you achieve with your advertising. It doesn't matter whether you are writing ads for your Internet business, an ad for a magazine, a sales letter, or whatever, this book will inspire you to write headlines that will multiply your results way beyond it's small price. Heck, the increased profits from just one ad alone should easily repay you many times over. And you'll be able to use it for every ad you write from now on. It's easy to get. Just click on the link below and place your order NOW. Only $49.97 and it comes as an instant download in PDF format. My Very Best to You, |
Transcript of the Introduction by Jay Abraham at the August 2-5, 2001 PEQ Program For more information about Jay’s future products or programs. Jay Abraham 101. Jay Abraham 101 Page 2 MARKET DRIVERS Market drivers are the key elements that give you optimal leverage and enhanced performance.
From:
W-A-Y West of Jewfish Creek
Dear Friend & Subscriber,
Every once in a while, someone comes to me and says something like this: 'Gary, I've got to learn how to write copy. I've never done it before and I've got just 30-days to learn how to create a world class promotion. Can you help me? Can you make me into a world class copywriter in just 30-days? Can you, huh? Can you? Huh? Huh?'
Strangely enough, the answer is yes. Sort of. At least, I can give a 'qualified yes' answer to such a question. Actually, I may not be able to make someone 'world class' in just 30-days, but I can almost certainly make such a person better than anyone he or she is likely to be able to hire.
Providing, of course, that the person in question has at least a modicum of talent and, much more importantly, the ability to follow directions and an appetite for very hard work.
Here's how I'd do it: If you were my student, the first thing I'd ask you to do is give yourself a basic education in valid advertising principles. To begin with, I'd want you to read everything listed below:
'Scientific Advertising' |
-by Claude Hopkins |
'The Robert Collier Letter Book' |
-by Robert Collier |
'Tested Advertising Methods' |
-by John Caples |
'How To Write A Good Advertisement' |
-by Vic Schwab |
'The Gary Halbert Letter' (all back issues) |
-by Gary Halbert |
'The Boron Letters' |
-by Gary Halbert |
'The Lazy Man's Way to Riches' |
-by Joe Karbo |
'Break-Through Advertising' |
-by Eugene M. Schwartz |
'7-Steps To Freedom' |
-by Ben Suarez |
O.K., after you had read all of the above, I would further instruct you to read nothing else and not take notes. You know, getting a good education in any field is tricky and, in advertising, it borders impossible. You see, most books written abut advertising are not just bad; they are downright dangerous! Many years ago, Claude Hopkins (the greatest ad man who ever lived) was asked to critique and offer suggestions on how to improve some college textbooks on advertising. His suggestion?
'Burn Them!'
Truly. Claude further went on to say that the 'educators' involved had no right to impose such erroneous BS on a group of naive students, that it would take years of front-line experience to 'deprogram' the students and free them up from all that garbage.
So listen: Not only is it important what you do learn; it is equally important what you do not learn. So, step one is to read only the material I have listed.
Now, about this business of not taking notes: Don't worry. We're not finished with those books, newsletters, and Boron Letters after just one reading. No Sir. Not by a long shot. Those books and those letters should become your lifetime companions.
However, for now, I want you to just rip right through them, non-stop.
O.K., now that you've read all that material, what's next? This: I want you to get a copy of the following ads and direct mail letters:
'Do You Make These Mistakes In English?' 'What Everybody Should Know About This Stock And Bond Business' 'The Nancy L. Halbert Heraldry Letter' 'How To Burn Off Body Fat, Hour-By-Hour' 'At 60 Miles An Hour The Loudest Noise In This Rolls Royce Is The Ticking Of The Electric Clock' 'Why Men Crack' 'How To Collect From Social Security At Any Age' 'The Admiral Byrd Transpolar Expedition Letter' 'The Lazy Man's Way To Riches' |
And, in general, anything you can get your hands on that was written by Gary Bencivenga, Dan Rosenthal, Joe E. Kennedy, Pat Garrard, Steve Brown, Drew Kaplan, Claude Hopkins, Joe Karbo, Ben Suarez, Joe Sugarman, Gene Schwartz and, of course, yours truly.
Onward. Now that you've obtained copies of these ads and letters, I want you to sit down and copy them out word-for-word in your own handwriting. Next, I want you to create a hand-drawn layout of each ad and direct mail package. Listen: The goal here is to get you to create a professional package (completely 'comped up') that is all ready to go first to a typist and then to a typesetter.
Now, after you've done all this, I want you to actually take one of these packages to a typist and then to a typesetter and have the ad or direct mail package typeset. Then proof the ad and, after making any necessary corrections, have a velox (stat) made of it.
Alright. What you have just completed is all the necessary 'end steps' of writing out the final draft of an ad, laying it out and getting it typeset and stated and totally (and perfectly) 'camera-ready' so it can be given to a 'no-brainer' publication printer.
Do this. Do it. Do it. Don't be simple-minded. Don't come to me and say, 'O.K., Gary, I've got the idea. I know what you're getting at. It really wasn't necessary for me to do all that mechanical stuff as long as I understand what you're driving at, right Gary?'
Sorry Buckwheat; it doesn't work that way. If you really want to know it, you've really got to do it.
There are no shortcuts.
You know, I'm sick to death of people who can't be bothered with the little nitty-gritty details of 'hands on' experience. Of people who believe that somehow they can know a thing without experiencing it. Listen: It is possible to be 'conversant' with something and really not have any kind of 'gut understanding' of it at all. I'm sorry, but no matter what your Mommy and Daddy told you, men can never really understand the pain of childbirth, priests cannot comprehend the joys of sex, 'normies' can never understand alcoholics, and not one speck of true advertising wisdom has ever been written by a PhD.
By the way, did you ever see all those ads by copywriters in DM News and the Reporter of Direct Marketing? The ones where they mention all their awards?
Know this: Not one of the legends mentioned so far in this letter care one iota about awards. No, my friend, if you would ever hear Ben Suarez, Sugarman, or any of the rest of us talking about our achievements, we won't be talking about awards, we'll be talking about numbers!
Forgive me, I digress. Let us press on. So far, we've only done the 'end steps' of creating an ad. In actuality, there's a hell of a lot more involved before we ever get to that point. It's time to go back to work. It's time to prepare your 'tool kit.' First, I now want you to go back and reread all those advertising books and back issues of my newsletters (including the Boron Letters and, this time, take notes. Write down every good idea, every important insight and every nugget of wisdom that is contained in all that material. What this means, my friend, is that by the time you are finished, you should have hundreds of notes.
Put these notes aside. Next, go back over all that material and write out every headline you find therein. Also, get a bunch of back issues of The National Enquirer and Cosmopolitan Magazine and copy all the headlines you will find that seem to be repeated over and over. Especially copy a lot of the 'cover blurbs' from Cosmo; they are superb. Another good source of headlines is '2001 Headlines' which was compiled by Jay Abraham.
Let us review. Here's what you should have done so far:
1. | You should have read all the books and newsletters I have recommended. |
2. | You should have copied out all the ads and direct mail letters I have listed. |
3. | You should've had at least one of those promotions comped up and typeset. |
4. | You should've reread all the books and newsletters and taken hundreds of notes. |
5. | You should've read all those 'headline sources' and copied down mucho headlines. |
Enough review. Next, take all your notes and headlines and put each individual note and each individual headline on a white 3 x 5 index card. And finally, take all those cards and put them in shoe boxes and then go take some time off. At least time off from this stuff. Go play golf for a few days or go back to your normal work routine or take a short vacation or whatever.
All rested?
Guess what? We are now ready, after all this 'prep', to begin writing that first ad or direct mail letter. And so, let us begin. The first thing I want you to do is read and reread every ad or direct mail package that has already been written about what you are trying to sell. Take notes. Secondly, read and take notes on every ad or direct mail piece you can find that has been written for a competing or similar product or service.
Next, carefully examine the product or service and find out everything you can about it. If it's a book, read it. If it's a product, examine it. If it's a service, use it and ask questions.
Take notes on all this.
Put those notes on 3 x 5 index cards (one note per card) and put all those notes in a shoe box.
Go do something else for a few days. And listen: If you have a good idea during that time, don't verbalize it, don't write it down, don't tell anybody and try not to think about it. The idea here is to let everything ferment and boil and bubble up inside of you.
Back to work. We are now about to write the first draft of our ad. Go isolate yourself in a library or an office somewhere. Take all your shoe boxes with you. First, take out the 3 x 5 cards on the product or service you're going to write about. Shuffle through those cards. Read them. Say, 'hmn?' every once in a while.
Now start shuffling through all your other 3 x 5 cards. Think about how all those good ideas and insights could be applied to your current project. Look at all of those hundreds of proven headlines. Think about how all those headlines could be modified to work for your current project. Maybe you could change 'Do You Make These Mistakes In English?' to 'Do You Say Any Of These Dumb Things Every Time You Call Your Stockbroker?' or maybe 'Tova Borgnine Swears Under Oath That Her New Perfume Does Not Contain An Illegal Sexual Stimulant' could be transmuted to:
'Local Jeweler Swears Under Oath
That None Of Those Diamonds He Sells So Cheaply
Have Been Stolen!'
Get the idea? Of course you do. Keep shuffling those cards. Keep reading them. Jot down ideas as they occur to you. Actually shuffle the index cards like they were playing cards. Write out a couple 'dumb' headline ideas. Write out some headlines that make more sense. Write a few that start with 'How To..' Some that start with '17 Ways To..' And some that begin with 'An Amazing..' And some that say 'A Little Secret That..'
And so on. Write. Write. Write. Write. Write. Write. Write.
And guess what? Out of all this, if you really have done everything I have suggested, exactly as I have instructed - out will pop a 'central selling idea' so powerful, so fresh and so compelling that you will know it is exactly right for the ad or direct mail package you are struggling to create.
I promise. It happens every time.
And when it does, write it down. If you are writing a direct mail letter, work that central selling idea into your first sentence. If you are writing any ad, use that CSI in the headline.
Now listen up. This is important. What will happen at this point is that your 'mental floodgates' will be wide open. Ideas will come gushing out like water from a broken fire hydrant. Capture those ideas. Forget form. Forget grammar.
Write. Write. Write. Write. As fast as you can. Hurry! Hurry! Hurry! Hurry!
Don't stop for anything. Go! Go! Go! Go! Go! Go!
Write. Write. Write. Write. Page after page. Tell everything. Every detail. Every nuance. Every benefit. Every product feature. Every advantage.
Get it all. Get it all. Get it all.
Write. Write. Write. Write.
Rave! Rave! Rave! Rave! Crow! Describe! Enthuse! Give details. Don't worry about getting it perfect. Don't worry about spelling. Don't worry about formulas. Just keep writing. Go fast. Get it all. Write! Write! Write! Write!
And when you are done, set all this work aside and go do something else for a day or so. Let it cool.
And when you are ready to go back to work, I want you to go back to your first draft and now rework it in the following sequence:
Jay Abraham Pdf Download
1. | Say something that gets attention. |
2. | Tell them why they should be interested. (Expand on CSI) |
3. | Tell them why they should believe what you are saying is true. |
4. | Prove it is true. |
5. | Itemize and describe all benefits. |
6. | Tell them how to order. |
7. | Tell them to order now. |
O.K., after you have rearranged all your material so it conforms to the above sequence, you should now check your spelling, correct your grammar, edit and, in general, tighten up your copy.
Next, read your copy aloud. When you do this, you will discover all those little snags where your copy isn't smooth, where it doesn't flow well, where the transition from one sentence to another or from one paragraph to another or simply from one thought to another is less than seamless.
Now edit again. Make it tight. Use short sentences. Short paragraphs. Everyday English. Use some one word sentences. Use some one sentence paragraphs. Use subheads that make your copy look interesting and..
Easy To Read!
You could do more. A lot more. This is not, by a long shot, all you need to know to write 'world class' copy. But, believe it or not, if you just do (I mean actually do it) everything I've described here, you'll be better than 99% of all those frauds who brag about their Golden Mailbox and Echo Awards.
And, isn't it wonderful how easy it is? Heck, I bet you thought it was going to be work.
Sincerely, |
Gary C. Halbert The Ravin' Maven of Marketing |
P.S. | You want to know what a truly world-class, no-excuse, no-BS copywriter ought to be able to do? It's this: He ought to be able to write an ad that tells how good he is. Hell, if he can't sell himself, how can you expect him to sell your goods or services. Pray check out the enclosure. |
Prizes Ad Nauseam, Almost Ad Infinitum *** Some Entries Are Really Bad, Including Some Winners; Judges Are Hard To Find ___________________ By Joanne Lipman Staff Reporter of The Wall Street Journal Hollywood has its Oscars. Television has its Emmys. Broadway has its Tonys. And advertising has its Clios. And its Andys, Addys, Effies and Obies. And 117 other assorted awards. And those are just the big ones. It seems that the ad business just can’t honor itself too much. At scores of black-tie galas around the country, participants in sequins and silk await breathlessly, white-knuckled, praying to be tapped for the best beauty-aids ad or the funniest packaged-goods radio commercial. There are contests for TV ads and radio ads, for newspaper classifieds |
there are so many awards-about 500 by one count-that Adweek, a trade publication, has started a monthly magazine called “Winners” just to talk about them. Competitions have multiplied so much that sometimes there aren’t enough judges to go around. ‘Never Too Bad to Win’ “If you want to win awards, there’s a show for you. You’re never too bad to win,” says Tom McElligott, the creative director of Minneapolis-based Fallon McElligott, one of the winningest ad agencies. (The press loves awards, too, but that’s another story.) No ad is too small or obscure to be nominated for an award from within or without the industry. Consider: -The Aqua awards for the best waterbed advertising. -The Batchy awards for the finest state lottery campaign. -The PAW (Pets Are Wonderful) awards for non-pet product ads that illustrate “responsible pet ownership.” (One recent reject: the light-bulb commercial in which the light blows out and a woman accidentally vacuums up her cat.) |
Yea Verily!
You can read the Rest
of this article in the
3/26/87 edition of the
Wall Street Journal.
Jay Abraham Marketing
Copyright © 2003 Gary C. Halbert. All Rights Reserved.