Never Stop Testing, And Your Advertising Will

The Success Of A Meeting Often Depends On Having The Right Documents - Proofs, Artwork, Schedules, Research Charts, Etc. - Present At The Start Of The Meeting. All Too Often We Arrive Like Plumbers, Leaving Our Tools Behind.

Claude Hopkins.. Maintained That Nobody With A College Education Could Write An Advertisement Addressed To The Mass Millions. That's Absolute Poppycock.

On The Average, Five Times As Many People Read The Headline As Read The Body Copy. When You Have Written Your Headline, You Have Spent Eighty Cents Out Of Your Dollar.

I Have A Theory That The Best Ads Come From Personal Experience. Some Of The Good Ones I Have Done Have Really Come Out Of The Real Experience Of My Life, And Somehow This Has Come Over As True And Valid And Persuasive. People Love To Read Stories. They Like To Know You As A Real Person Who Has Your Struggle, Pain, Success And Failure, Etc. One Well-known Example Is Jared Fogle's Weight Loss Story Which Made Millions Of Dollars For Subway. Start To Collect Your Stories From Today And Use Them In Your Ad Campaigns.

Nobody Ever Arrives At A Very Big Idea Through A Conscious, Rational Thought Process. It Comes From Your Unconscious.