This weeks Free E-Book is a Classic

A couple of weeks ago I received a very nice note:

Hi Scott,

Thanks for deeming my "Lincoln, Mark Twain, Lightning" article worthy of inclusion on your "Collective Wisdom"
blog. And thanks for doing it the right way by including all my contact information.

Nice looking blog by the way.

Keep up the good work.

Ernest

All The Best,
Ernest
----------------
Ernest Nicastro
Positive Response
What you want. What you get.
B-to-B lead-generation & copywriting specialists.
613.747.2256
www.positiveresponse.com
www.whatsworkingnow.net

I then did some exploring and found the following at his PositiveResponse.com site:

Ten Principles of Effective Print Advertising

For many years the definitive source of knowledge for what makes some advertisements more readable than others has been Roper Starch Worldwide, a research firm that measures advertising readership. Of course readership isn't the same as response. Then again, unless your ad attracts an audience and actually gets enough of that audience to read, there won't be any response.

Written by Roper Starch Worldwide Senior Vice President Philip W. Sawyer, who kindly gave us permission to post it, this piece sets forth 10 principles you can follow to create more effective print ads. Includes detailed research findings about the readership of specific ads from such companies as Canon, Principal Financial Group, Entergy, Iams and others...as well as reproductions of a number of ads that Sawyer uses to illustrate his ten principles.

How can you make your next print ad more effective? You can start by downloading the Ten Principles of Effective Print Advertising.

Free E-Book of One of the All-time Classics

"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life. " Advertising Great David Ogilvy

"He allowed himself virtually no diversions, no sports, music, politics, movies, plays....Hopkins loved work, he claimed, the way some men loved golf. He seldom left his office before midnight. He would excuse himself from bridge games and dinner parties to return to his typewriter....On a list of the great copywriters of all time, most students of advertising history would rank Hopkins first."

From The Mirror Makers: A History of American Advertising and its Creators, by Stephen Fox

Claude Hopkins believed advertising existed only to sell something and created some of the most profitable advertising campaigns ever launched.A staunch proponent of "reason-why" copy he also promoted couponing, premiums, free samples, mail order and copy testing.

Named to Advertising Age's list of the top 100 people in advertising history, Scientific Advertising (off copyright and now in the public domain), is his timeless classic. First published in 1923, its teachings are still highly relevant and useful today.

I didn't realize that this book was available as an e-book, but now we both know and I have added it to the free marketing e-books list on the right side of this page.

Sphere: Related Content