Clyde Bedell – How To Convert White Space into Advertising That Sells
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“How to Convert WHITE SPACE into ADVERTISING THAT SELLS” |
Next Are The PDF Modules Of The 15 Part “How to Convert WHITE SPACE into ADVERTISING THAT SELLS” Course.
- Module One –THE ADVERTISING JOB
– 16 pp. of which 8 are type–8 are illustrations, ads, cases. CD
For the full description of each interview click here.
- Module Two –SIX FOUNDATION TRUTHS
–PART 2.SIX FOUNDATION TRUTHS 16 pp. of which 7 are type–9 are illustrations, ads, cases.
For the full description of each interview click here.
- 3.Module Three –RAW MATERIALS OF ALL GOOD SELLING 16 pp. of which 7 are type–9 are illustrations, ads, cases.
For the full description of each interview click here.
- 4.Module Four –THE GREAT PROVEN HEADLINE INGREDIENTS
–16 pp. of which 8 are type–8 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Five –BODY COPY – WHERE THE SELLING GETS DONE
- Whetting & Sharpening Desire
-16 pp. of which 6.5 are type—9.5 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Six -BODY COPY WHERE THE SELLING GETS DONE
- Carrying Conviction
- Being Believed
16pp. of which 6 are type–10 are illustrations, ads, cases.
For the full description of each interview click here.
- 7.Module Seven -BODY COPY WHERE THE SELLING GETS DONE
- Asking for Action & Business
16 pp. of which 7 are type–9 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Eight – WRITE FOR EASY READING
-16 pp. of which 6 are type–10 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Nine –COMMUNICATING THROUGH LAYOUT AND TYPE (1).
-16 pp. of which 6 are type–10 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Ten –COMMUNICATING THROUGH LAYOUT AND TYPE (2).
16 pp. of which 6 are type–10 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Eleven –COMMUNICATING THROUGH LAYOUT AND TYPE 3.
16 pp. of which 4 are type–12 are illustrations, ads, cases.
For the full description of each interview click here.
- Module Twelve -FOLLOW-THROUGH. In-Store efforts that Supports Ads and Increases Sales and Profits
-16 pp. of inter-mixed type, illustrations, and ads.
For the full description of each interview click here.
- Module Thirteen – STANDARDS, RULES, MINIMUM CHECK LISTS and How to Use Them
16 pp. of which 10 are type–6 are illustrations, ads, cases.
For the full description of each interview click here.
14-15. Module Fourteen – CONCLUSIONS, SELF-TESTER INDEX
-32 pp. of which 9 are type instruction and information. 22 are illustrations, data, tests, and miscellaneous.
For the full description of each interview click here.
Bonus #1 – How to Write Advertising That Sells Book – 2nd Ed PDF
This is the same book selling on Amazon prices ranging from $80 to over $1200
539-page document
For the full description click here.
Next Are The PDF Modules Of The 15 Part “How to Convert WHITE SPACE into ADVERTISING THAT SELLS” Course.
Module One –THE ADVERTISING JOB
-16 pp. of which 8 are type–8 are illustrations, ads, case histories.
In module one, The Advertising Job, you’ll . . .
- Discover the hard truth behind great selling and the 3 MINIMUM REQUIREMENTS every ad you run should meet● The biggest (and easiest) secret three ways to sell something● The pure shock of the Marshall Field ad designed to discourage reading
● You’ll understand the secret psychology behind this Frigidaire ad that frustrated manufacturer– until responses start rolling in!
● Spot the outrageous difference between LAZY ads and ads that WORK
● An almost fool-proof way to know how much to spend on your advertising
● The Little Dress Ad and the thrilling secret how it sold 21 times space cost!
● What you need to know about “complete selling” and how this old school drapery ad will drive the message home. (p. 14)
● Demystifying the truth about how one store sells more fishing lures with one tiny ad than most retailers can sell with full-page spreads.
● A key strategy revealed by the contrast of the Sloane ad (on p. 12) with the less expensive, hard-working Horton ad on (p. 15)
● An example of excellent copy in the “LAST CHANCE” ad on (p. 15) and what made it sell its head off.
● Compare and contrast Ad #54 and see how it’s like Ad #7 from Part 1. – You’ll look at it in a whole new light!
CONSTANTLY remind yourself that all good selling is SERVING
- 3.Module Three – THE RAW MATERIALS OF ALL GOOD SELLING
16 pp. of which 7 are type–9 are illustrations, ads, cases.
In this module, you’ll learn how to dig these essential (raw) materials out of your product/service and put them to work for you.
- HOW can such weak advertising as Cadillac’s (p. 2), be justified economically? Read the copy for Ad #76 and see one of the best classified ads ever run.
- Read Ads #69 and #70. Are things what they appear?
- Can you sell ANYTHING effectively without analyzing it for the RAW MATERIALS of GOOD SELLING?
- See this shocking case study of 3 chairs which confirms our “copy gospel.” Absorb it on p. 9.
- Have a look at the sensational case history of Honda… Very few ad people can prepare such simple, powerful advertisements
- CHECK YOURSELF! Did p.14 teach you something new about how to start creating an ad?
- Who is conducting the research and analyzing the raw materials of your merchandise? Are they even capable of capturing the full selling power?
- See how easily good copy can be developed from a proper list of BENEFITS and PRODUCT POINTS (p. 8)
- Be sure you appreciate the ridiculous aspect of the Cadillac ads shown – remember, you can’t bore anyone into buying from you.
- Always avoid THIS weakness like the plague.
- MOVEMENT! Advertising should propel action – not hitchhike. See how to spice things up.
- 4.Module Four -THE GREAT HEADLINE INGREDIENTS
-16 pp. of which 8 are type–8 are illustrations, ads, cases.
The headline is the 2nd most important part of your ad • Does your headline have a concealed message? This Module will help you write headlines that jump off the page and grab your prospects before they have a chance to get distracted.
Whether you PAY for ads or CREATE them you should know these 5 headline ingredients plus the 12 rules for strengthening your headlines.
- The ugly truth why countless dollars are wasted by ad creators who believe “everyone” reads an ad with a concealed or obscure message (if you confuse, you lose!)
- Why you need to MEMORIZE the 5 great headline ingredients. Every great executive should know these.
- Shocking examples of how few New York ad people know anything about headlines! (p. 6)
- The card shuffle trick for strengthening ALL the headlines in your advertising.
- Why small minds have little hope in advertising and the ugly secret why they still get paid to write.
- Why an illustration is desirable in an ad.
- “DYNAMITE” in advertising: defined!
- Don’t just read, but STUDY these great Story ads. (p.15)
- The amazing ad that sold 20 TIMES space cost in one week… without even showing the price on the page!
- The only way to create a great business, web site or retail store name.
KNOWING all about headlines gives an ad man and his business a great competitive advantage, so make it a point to MASTER these Bedell headline ingredients detailed in this section.
- Module Five – BODY COPY – WHERE THE SELLING GETS DONE
- Whetting & Sharpening Desire
-16 pp. of which 6.5 are type—9.5 are illustrations, ads, cases.
Once you have captured attention, this is the beginning of how to convert prospects to your offer. In this modele you’ll learn how to sharpen and whet desire for your product or service • The AIDCA formula and it’s impact on your message • Four major selling rules you don’t want to forget • Ads for watches, furs, lipstick, auto repairs, TV’s and crabgrass killer. What were the results? How to improve them!
- See how running weak ads can be only 5, 15, or 20% as good at “selling” as a single store and yet they still come out all right.
- Is this a good excuse for running weak, hard-to-read ads?
- Discover how often the AIDCA formula can help you.
- Why a good ad is like a living organism and how all the MODULE should be present (and in right relationship).
- Understand these disciplined SELLING RULES. Standards make the difference.
- The gang’s all here! Glance back through and note the variety of ads shown so far. Everything from real estate to TV to men’s watches to pea jackets to furs to lipstick to auto repairs and crabgrass killer
- You’ll sharpen your understanding when you realize these principles underneath ALL good advertising.
- Apply this criteria and you are unlikely to make serious advertising mistakes.
- Your aim is to be effective rather than “creative.”
- Module Six -BODY COPY WHERE THE SELLING GETS DONE Carrying Conviction
- Being Believed
-16pp. of which 6 are type–10 are illustrations, ads, cases.
How to carry maximum conviction and have your message believed. The 7-fold-Problem your ad faces and how to conquer it. Four more selling rules that you must abide by or suffer financial loss. More ads analyzed for their effectiveness, plus case histories.
- Read the VITAL point on p.1 of cover: If the message in an ad doesn’t translate the item advertised into real value at the price, the ad isn’t good – and FEW ads ARE good.
- STOP at the 7-Fold Problem shown on p. 2 and THINK
- Realize this is a job for pros–not amateurs!
- Can you count how many ad people could tell you the rules used to make their copy believable?
- Here’s a good lesson for you! Contrast #1297 which is creative and weak, with #198: forthright and powerful!
- Isn’t it shocking to see how great stores like Fields, run such weak ads? (pp. 4-7)
- Examples from around the world… The ads in this PART are from Atlanta, Phoenix, Los Angeles, Chicago, New York, Bangor, San Francisco, Toronto, Detroit, Greensboro, Sydney, San Diego, Santa Barbara, Raleigh, Auckland, Bloomington, Nashville.
- No excuses! You can get a rich and varied advertising education anywhere – And this one is universally proved and applicable. Make the most of it!
- 7.Module Seven -BODY COPY WHERE THE SELLING GETS DONE
- Module SevenAsking for Action & Business
16 pp. of which 7 are type–9 are illustrations, ads, cases.
7-vital-rules for ad-writing • How many syllables per 100 words should your ad contain? •What approach can you take to sell something everyone is tired of hearing about? • Don’t create or pay for ads that do not follow the directives of this section.
- If an executive who pays for advertising grasps the fateful truths in this PART, he won’t have any patience for wishy-washy ads which wind up indifferent in the mind of the reader.
- If you create ads, here’s how you can prevent being a parasite.
- How to be a propeller – this will point the business you advertise where it wants to go.
- Could the creators of any of these ads be considered professionals?
- Why should management tolerate ads that sell for all the stores in town instead of specific locations?
- WHAT makes ads sell? Use of proved precepts and principles of persuasion.
- Many people creating weak ads for strong stores are ignorant of these principles… But small stores that use strong ads become bigger, stronger stores!
- See the excellent ads from Grand Forks on p. 2 as well as the ads from Halifax on p. 10 – they should lead you to an appreciation for copy and the right approach.
- Ad creators who bask in unearned glory – simply because their stores are popular – might well study p. 14.
MANUFACTURERS of all kinds would save money and serve their dealers better if they USED the questions on p. 11 to guide their products and advertising.
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