The First Rule Of 'If' Subdecree 'Logic stands behind the writer who makes an action condition for the buyer, since buyer-control is proper stroking: but to give this control to the seller through an 'if' reference suggests seller superiority, which can provokebuyer antagonism.' |
My Life In Advertising
- by Claude Hopkins
Available from Crain Books
1. | Ground yourself in the fundamentals. |
2. | Heighten your awareness of 'What's Working Now'. |
3. | Capture ideas, headlines, techniques, thoughts, etc. on 3x5 index cards and review them (deal them out on your kitchen table or desk like you would a deck of cards) at least once a week. |
Sincerely, |
Gary C. Halbert |
P.S. | I want to really help you 'get' my message this month so, to that end, I'm going an extra step and I'm sending you a couple of instructive free gifts. One is a copy of that Social Security ad I told you about and then other is that letter I mentioned that dragged in over 20 million dollars. Read the letter especially carefully. It is, I believe, the most widely mailed letter in history. The idea for it was conceived in my mind when I read that article about the little old lady and then, I did what I've told you to do: I wrote the letter immediately and I addressed, stuffed, and stamped the envelopes myself. It didn't work (completely) right away but the 'feedback' from that experience made me understand, on a 'cellular' basis, what I needed to do and I kept modifying it (based on what my movement taught me) until I got it right. |
P.P.S. | DM NEWS, in spite of what one staffer wrote to Calvin Black, is a very good publication and you should get it along with a few other direct response related periodicals (I'll name them another time) but only after you are grounded properly so you can't be so easily misinformed by very confused folks who are in love with their word processors. And finally, when you tune in next month... I'M GOING TO TEACH YOU THE REAL ART OF WRITING COPY! Peace. |
Copyright © 2003 Gary C. Halbert. All Rights Reserved.