GET 44 YEARS OF ADVERTISING WRITING EXPERIENCE IN THE TIME IT TAKES TO READ THIS BOOK!You can learn to write compelling advertisements that. How To Write A Good Advertisement: A Short Course In Copywriting - Kindle edition by Victor O. Schwab. Download it once and read it on your Kindle device, . new PDF How to Write a Good Advertisement: A Short Course in Copywriting. Few among us are born talented copywriters, that rare combination of both facile wordsmiths and natural salespeople.. [PDF] Free Download Notes on Directing: Lessons in Leadership from the Di.
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victor o schwab how to write a good advertisement jetzt kaufen isbn how to write a good advertisement download pdf start with introduction brief session till. Read How to Write a Good Advertisement: A Short Course in Copywriting Any device Download here: kaz-news.info?book= Author: Victor O. Schwab Pages: pages Publisher: Echo Point. HOW TO WRITE A GOOD ADVERTISEMENT by VICTOR 0. SCHWAB PREFACE This book might well have carried the subtitle Or 44 Years in the Copy.
This practice is tedious and time-consuming. So much so that most copywriters never make it a habit, to their cost. If you make this a part of your routine, especially early on, you will have a massive advantage over the competition. Focusing on these other business setup practices is an excuse that feeds your procrastination bug. If you want to sharpen up your skill, gain a positive reputation, and get to the money faster than most copywriters, you need to do this first.
How your mentor can open doors for you and get you on the fast track to notoriety, profitability, and a pipeline filled with the best kinds of clients.
Hint: you already have all the tools you need. The answers are inside of you right now waiting to come out and build you a brand so powerful, you can use it to sell very expensive programs.
There are many options, but this one, which is not the industry standard, is the quickest, easiest, and most beneficial for beginners. This is how the game is played. This is marketing. It removes resistance and provides your customers with results in advance. I was hired to do in-house list management back in , when I started at Boardroom. Most companies in direct mail, if they had a really good list, they would give it to what we call an outside list manager, to represent their list in the marketplace, to get as much usage on it as possible.
But they do understand affiliate marketing. Hey, you have a list and people are going to use it. In online people use your list under your direction, with your copy, with your endorsement.
In direct mail, when I grew up, in the olden days, we would rent our list to just about everybody without endorsements. I mean, you could do endorsements and anybody who thinks affiliate marketing was invented by an Internet marketer is nuts. The point is that we have these lists that were incredibly powerful. Boardroom did sell newsletter subscriptions and books to an affluent audience who bought a lot of other stuff through direct mail, therefore the lists that I had for rental to the outside marketplace were used by everybody, from Money Magazine to political fundraisers, to Sharper Image and catalogers, to other magazines, other newsletters, other book publishers.
It was a fun job. What was fun about more than anything else is I learned all about audience. I was really just marketing these lists.
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Understanding how these lists were assembled by the kinds of direct mail that we did to put those names onto our lists was an education for a lifetime. A lot of Internet marketers found that out very quickly. The inexpensive nature of email for example, gave them the opportunity to slap anything up there because they had great lists. All of that said, I spent my first 10 years becoming a list expert. Of course, my new mantra is not the rule, my new mantra is, I call it now when What I will tell you is I used the I just use that as sort of a fun way to illustrate that the list is the most important thing.
Anyway, I came out of the list management business and after about 10 years I became a partner in the business overall at Boardroom.
I became the marketing directory, eventually became more of a partner in the business with Marty Edelston, who was the founder. Although, I can give them a lot of good advice about how to start from scratch, but my better superpower would be to go from why my mastermind groups have been so successful, to go from a half a million to five million, which is a big jump for people, even to go from , to a million.
Then I also have people in my groups today that are 20, 30, 40, 50 million dollar direct response companies. What I did then at Boardroom was become an expert in everything in direct marketing that I could. Coming out of the list area and for your audience to know and well, I guess, I got chosen to do this interview with you, is that we did work with all the best copywriters. Leaning copywriting, I always call myself a copywriter wannabe, because I never would be able even today to write a full blown package.
Although, with shorter copy options available via email and blogging and that kind of thing, I have been able to strut my stuff a little bit, in terms of writing, and I love writing. All the new writers that are coming in and some great female copywriters like way back Judy Weiss and Joan Throckmorton and today Kim Krause and Carline Cole. I did have the opportunity to have all of these world class copywriters and world class consultants.
I knew everybody in the list business so I had mentors who taught me the list business at the deepest level. I was able to put all of those things together. Then after 34 years of doing that, I made a decision that I thought that it was time to go out and teach everything that I have learned.
The mission for the second half of my career, my next 34 years, was once I left Boardroom, and I left on a pretty high note, I did an event in called The Titans of Direct Response, where I brought together … and Marty Edelston who was the founder of Boardroom and my ultimate mentor and almost like a second dad, he had passed away in October of That was also another reason why I think it was time to leave the company to the family and to move out on my own.
Before I left in , I did this big event, it was a tribute event to Marty. I brought together the most amazing speakers. I had Ken McCarthy, one of the pioneers of the Internet. I have two mastermind groups. Anyway, having the book and having the two mastermind groups, I do some consulting. There is wisdom in being around for a long time. You know? I think I will be a student till the day I die and I wear that like a badge of honor as well.
You just got 36 years in a nutshell. Rob: Interview over. You covered everything, I think. Brian: I did. I did. Kira: We could just end this right now. Brian: Just drop the mic, right?
Kira: Okay. First, you mentioned helping your mastermind participants go from , to a million and you wrote an article about the next million dollar copywriter , which of course, catches our attention. Why did you write it? Brian: Yeah, so it really came from the fact that I saw big changes in the direct response marketing environment as we move from offline to online.
You had to wait for not just the front end response but then the payout.
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Even if you were just doing a front end response direct mail, where you got the cash in immediately, you still have to wait four to six waits to see if it was really a winner or not. Then once you had a winner you wanted to roll out with it. You almost were guaranteed, if you got the control and you were getting royalties on your winner, you were almost guaranteed a nice chunk of money for a some period of time.
In fact, I made deals with some copywriters that I wanted that you had to wait months to get an assignment because they were just so in demand, the Rutzes and the Bencivengas, and those people. They were guaranteed royalties for six months or a year.
It was a very lucrative business if you were at the top of the game. The Bencivengas and the Rutzes of the world, could get a million dollars from one client because they were writing for the best clients who mailed the most amount of names who were paying them royalties.
What changed was the Internet in a lot of ways. It was a lot of other things too but the Internet, all of sudden, instead of waiting six weeks for response rates, you were waiting six hours.
How is a copywriter going to keep a control and keep getting royalties or keep getting a percentage of the sales? Being a copywriter in a niche and being a specialist is way better than trying to be a generalist. Please call me. Shut up. Robert Cialdini told me no one can argue with my stories. She starts talking about the kinds of things she wants to do. Even naturopathic health is not a health. Writing for things regarding blood sugar and diabetes is a niche.
I know people who want to have a passion for that subject area. In this particular case she tells me that she is into raw food.
Could she start writing some content pages for my friend? She told me she read my book so of course, she immediately … Flattery will get you everywhere. I have another friend in one of my mastermind groups who is an expert in … He was a coach for dentists, which is a good niche, dentists better than all kinds of medical service businesses. This guy was like a coach for dentists and how to help them market and then he found a niche within a niche. He found a niche that was basically, he went after dentists who had practices.
How do you sell a practice, how do you get out, and then what do you do with the money after you sell the practice? He was also an expert in real estate. I have a picture of a funnel, a real funnel that you use to put gas in your car. I have the funnel upside down so the narrow piece is at the top and the wide piece is at the bottom. Like do a brain dump and everything in that niche and have somebody who could write about it.
What a great partnership that could be in this new model. Did I explain that? Brian: Oh, no, no, no. I have these seven characteristics that I identify that were prevalent in every great copywriter I ever worked with.
Think again. I just interviewed the guy with the passion, with the curiosity, with the mission, the vision of what he wanted to do in the world and because I know how to put the words together, I knew where the desire was in the marketplace because Marty was letting me know and I just took everything he said, transcribed it, and then I wrote my copy based on that.
You hear these stories all the time now about people who write books by talking them. I think this has been going on for a long time with the best copywriters who are partners with their clients. They have to be able to ask good questions. They have to be well-read. I was interviewing him recently … he was going to interview me, then I was trying to interview him and I had no chance.
I called the interview riffing with Socrates because he was like just pulling the Socratic method on me time and time again. You talk about being more than just a writer but also doing advising. You talk about focusing on the craft. Why are those three things so critical to being a great copywriter? Brian: Give me the three again. Rob: Advising, not just writing, I think is one that you mentioned in the million dollar. They should understand, what happens on the customer service side?
What are the biggest complaints for existing customers? How does the product get fulfilled? What does the package look like when the customer gets it? I mean, Bill Jayme was one of the greatest copywriters who ever lived, he says that his career took off when he partnered with Heikki Ratalahti and they were able to work together and bring copy and design together.
One of my seven things is to learn direct marketing.
So everybody could get some direct marketing knowledge and specifically some copywriters. Which is so interesting because the six guys that I profiled in my book were all considered copywriters. They all wrote copy.
If you look at all of their writings and I have quotes from all of them, in different presentations that I do, they all talked about the marketplace is more important. The starving crowd, right? How he found a great list broker so he could see all of the lists that his client was using so that he could understand the marketplace.
Look at Gene Schwartz, you have quotes from Gene Schwartz.
The demand is in the marketplace already. Understand offers. Eric Betuel was on my panel at Titans as one of the copywriters who probably was responsible for million pieces of direct mail over 20 years for me. Almost every great copywriter keeps a swipe file of great ads from the past and now of course, great emails, great video sales letters.
They have swipe files up the wazoo that they refer to, they go to. I know somebody recently was telling me that, a much younger guy than me, and I was really impressed because he was talking about being a great direct mail expert. I got to meet this guy.
We got into a conversation. I really like him. As far as the focus, yeah I have talked about that a bit. I think that goes back to niche. I think that to try to be all things to all people is dangerous. I know everything about Facebook advertising.This is marketing.
I think the same is true for copywriters. I had Ken McCarthy, one of the pioneers of the Internet. Cody marketed his course on the English language from until his illness and death in the late s, when it was sold to the US School of Music and later discontinued. They were guaranteed royalties for six months or a year.
It's basically a text book but it reads well.