|
The Arrival of the Founder of Modern Day Advertising
Copyright 2005 Presslink Publishing
This is the second in a series of articles about the history of
advertising from it's early modern beginnings to present day.
Why is it important?
Because today there are no new ideas, just different angles on
the original ideas. And the old ideas were the best.
The early pioneers of marketing left us with great legacies,
ones which all the present day maketers use to their advantage.
And you should do too.
I'll begin this article where I left off in the previous one -
when John E.Kennedy just arrived on the scene.
1904 It was on one May evening that a former Canadian mountie,
John E. Kennedy, sent a note to the head of Lord and Thomas.
This is what the note said:
"I am in the saloon downstairs. I can tell you what advertising
is. I knowyou don't know. It will mean much to me to have you
know what it is and it will mean much to you. If you wish to
know that advertising is, send the word "yes" down by the bell
boy.
signed
John E. Kennedy"
Ambrose Thomas, the head of Lord and Thomas, dismissed the note
as arrogance. But his junior partner, Albert Lasker, spotted it
and wanted to know more.
This was Lasker's reply:
"Yes"
Albert Lasker
Lasker met Kennedy that first evening. And what Kennedy had to
say changed the face of advertising - and it still applies today.
His statement was: "Advertising is Salesmanship-in-Print." It is
a definition that no-one has been able to better to this day.
Here's my understanding of Salesmanship-in-Print:
There is no difference between ads, websites, newsletters,
brochures, press releases, or being sat in front of your
customers - face to face.
And to succeed at selling in print it is necessary to study
others that have made a living at it, past and present.
98% of marketers have no idea of how to sell in print.
Therefore, study direct response marketers. They are the only
ones who can prove what works. Direct Marketing, by definition,
is a method that sells its products without sales people.
It is always measurable. And the top direct marketers do measure
it.
To succeed you need to make your sales process do the same as if
you were sat right next to your customer.
Your website, sales letter, press release, newsletter, brochure,
or anything else in print has to connect with your prospects'
emotional hot buttons to persuade him or her to take some sort
of action.
Your advertising should not be about 'image' or 'branding', it
should be about telling your own unique story in a language that
appeals to your prospects needs, wants, desires, fears and
vanity.
Lasker related to what Kennedy talked about. He too had been
searching for many years to the answer that Kennedy had now
given him.
Consequently, Kennedy was hired by Lord and Thomas and became
the highest paid copywriter of the time. A massive $52,000 a
year (some say even more).
Lord and Thomas became a training ground for copywriters as
Lasker got Kennedy to write all of his principles into a series
of lessons called: "The Book of Advertising Tests."
Kennedy left Lord and Thomas in 1907 but returned in 1911 as a
highly paid freelance copywriter. And in 1912, his Book of
Advertising Tests was re-published as "Reason Why Advertising"
and in 1914 he wrote his second book
"Intensive Advertising."
John E. Kennedy's "Reason Why Advertising" became a big hit. But
if you think about it, what a great title. It seems obvious that
you should give your customers a reason to buy your product.
But lots of advertisers, even today, do not. They merely say:
"Buy my product."
They are making a big mistake of not explaining: "Buy my product
because......."
Are you making these mistakes in your marketing?
You can get a copy of Kennedy's Reason Why Advertising for free,
right here:
http://www.LongLostMarketingSecrets.com/Reason_Why_Advertising.pd
f
1903 Walter Dill Scott produces his first book: "Theory of
Advertising."
1906 WK Kellogg places his first ad for Corn Flakes in six
mid-western newspapers. By 1915 he is spending $1 million on
national ads.
1907 Kennedy leaves Lord and Thomas to "go it alone."
Lasker was left in the lurch. How could he find a replacement
for a man like Kennedy? He must have been a hard act to follow.
In my next article I'll detail how Lasker did indeed replace
Kennedy with a man who made an enormous contribution to the
world of advertising.
Till then, I suggest you devour Kennedy's manuscript. It'll make
a difference to the way you think about writing your sales copy.
About the author:
Peter Woodhead is the author of Long Lost Marketing Secrets,
other niche websites and a member site. He offers a free 9 Part
e-course at: http://www.LostSecretsofMarketingLegends.com Get it
today! And you can get his 4 sales and marketing books by
visiting: http://www.LongLostMarketingSecrets.com or view his
member site at: http://www.PublicDomainResource.com
Peter Woodhead
More Articles
The Forgotten Advertising Tip - Kara Kelso
I'm sure while you have seen many tips on advertising, many that talk about testing and tracking your ads, I'm sure that this one important tip is rarely mentioned: Running more than one ad at a time isn't the greatest idea. While it seems like a...
Clip-in Hair Extensions - Beautiful Result or Advertising Hype? - Tanya Turner
What are clip-in hair extensions and how are they
attached?
Clip-in extensions are perfect if you want to turn your hair
into beautiful flowing locks instantly. But, of course, on the
down side, they have to be removed at the...
Web Advertising for the Small Business - Matthew C Keegan
If you run a small business, advertising costs must be figured
in as part of your overall expenses. If you have received quotes
for phone directory ads, business association block ads, and
mostly any other print media, these costs are quite high....
What Is Advertising? - Bill Hawkins
It's important, the answer to this question. Because when you discover the solution the way you look at your advertising campaigns will be changed for ever. In fact, it will change your outlook towards everything you do on the Internet. Every sales...
Advertising Ideas for office cleaning business - Khali S
Advertising Ideas for office cleaning business Even if you have built an ultra efficient state-of-the-art home office, polished your image with the finest of Armani suits, equipped yourself with the newest cell phone, PDA and laptop, and drafted...
Cheap Advertising Methods That Work! - BB Lee
Advertising is necessary to get name recognition for your business and attract customers. But, what steps can you take to advertise your business if your promotion budget is limited?
Plenty!
The following methods are some of the best and...
Internet Advertising tips! - Carael Knight
Internet advertising is and always will be a viable and powerful market communications channel. The use of data to engage customers as individuals on a worldwide network of computers has unimaginably changed the way products and services are...
Opt-In Email and eZine Advertising still more effective than RSS, Blogs, and PPC! - Drew Michael
When you factor in all the costs related to promoting via an
Opt-In Email or Ezine campaign you are still getting the best
return on your advertising dollar investment than using RSS,
Blogs or PPC. The measurable results are significantly...
FREE Classifieds-Advertising Your Online Work From Home Business - Tom Worsley
If you are on a shoestring budget and need to find cheap advertising on the internet there is nothing cheaper than FREE classifieds and they are literally everywhere you look. The trick to FREE classified advertising is quantity and testing. Test...
Inexpensive and Effective Advertising for Your Web Site - Kevin Nunley
With so many businesses on the web and so many different ways of promoting your site it is easy to spend far too much on advertising and get far too little in return. Here are some tried and true ways of promoting your business that are simple and...
|
