The Secrets of
Business and Marketing Wizardry Newsletter
Volume 12, Issue 8, Date 8/5/2008
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“THE SECRETS OF MARKETING AND BUSINESS WIZARDRY”
Volume 12 issue 8 August 2008
Publisher: Joe Trevison MBA, CPA.
Editor: Jim Trevison, BA in English Writing
Volume 12 issue 7 July 2008
“More on Headlines.” by Joe Trevison MBA, CPA.
I wrote before about how important headlines were and how to find them. This is not like that article but totally different.
Here is one of the e-zines: http://www.joetrevison.com/Newsletter.asp?ID=166
Still another one on ads: http://www.joetrevison.com/Newsletter.asp?ID=146
OK. Now for more about this:
This author started out on the right track. He identified the core 20% that would influence 80% of the new book. “The Age of Wisdom” was the headline in his ads. So, he tested a variety of different headlines until he identified the one set of headlines that worked best.
Then, he decided that the next most important ingredient was the title of the book, itself.
So he tested a few different book titles until he narrowed it down to two titles that seemed to work equally well.
He picked one of these two titles and decided to rush out with a nationwide campaign.
That’s when the mistake happened.
The ads went out with the headlines as he had carefully selected them. But somehow due to a gross oversight, the copy contained one books title in some places and the second title sprinkled in other places all throughout his ad.
At first, he thought he had a DISASTER on his hands. But it turned out to be not a disaster at all. This huge mistake did not effect his results!
Why not? Because it is true that the headlines influence 80% of your results. Most people read the headlines. Very few actually read the copy.
And the results of his mistake are proof positive!
So next time, before you do anything, take a moment to identify the crucial 20% and then, make sure you do it right.---so that even if you muck up the remaining 80% (like he did) your bottom line won’t be effected.
--------------------------------------------------------------------------------------------------------------------------------- “Every advertising man is familiar with the phase ‘my business is different’. Nearly every time I have tried to convince an advertiser that a plan which has worked successfully in another business might work successful in his., he has at least thought, if he did not say it, that his business is different. But old and used ides can be adapted to any business.” Maxwell Sackheim stated this in this book. He tell so much more.
I know we are into a depression and many of us have little money but with this book you can start making money fast: http://www.joetrevison.com/shop/item.asp?itemid=32&catid=4
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Take a look at this: “My First 65 Years in Advertising” You can’t find at any bookstore because it is out of print and you will pay a small fortune any place else. Got to Amazon.com and try if you don’t believe me.
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| Copyright Joseph J. Trevison Not to be reprinted, resold, or
redistributed for profit, except with written permission, but may be freely distributed electronically provided that the entire
file, including this notice, remain intact. |
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