By Joseph Sugarman

It is a scanned reproduction. good replica yet with no TOC.

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Advertising secrets and techniques of the Written note: the last word source on the best way to Write robust ads reproduction from one in all America's most sensible Copywriters and Mail Order marketers

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The purposeof the large type was to get you into the article and it worked. Now it's up to the author to keep you reading and turning the pages. In an advertisement,you've got a lot going against you unless the readersare genuinely interestedin your product. And if they are, then you've got to really grab and keep them. No long multi-syllablewords. Keep it short, sweet and almost incomplete so that the readerhas to read the next sentence. If all the elementsare designedto get you to read the first sentencein an ad, then what is the pu{poseof the first sentence?

The headline must be so powerful and compelling that you must read the subheadline,and the subheadlinemust be so powerful that you are compelled to read the first sentence,and the first sentencemust be so easyto read and so compelling that you must read the next sentenceand so on, straight through the entire copy to the end. The lady who sent me the typewritten letter told me that she had no need for a thermostat,was not interestedin the subject, rarely reads advertisementsand when she does,shejust scansthrough them.

I knew that he expectedme to eventuallyhelp him sell his equipment,so I set out to preparemyself. I went to bookstoresand bought everythingI could on selling. I read every book available at the public library-all to And during that year in New becomean expert in salesmanship. York I would stroll down Broadwayand visit small auctionshops locatedright on Times Square. Wonderful Sqles Technique These small auction shops would prey on unsuspecting observersby appealing to their greed. The shop's proprietor would auctionoff what appearedto be terrific bargains,hook one of the prospectivebidders in the audienceand create a buying frenzy that plenty of the onlookerswould get suckedinto.

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