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"Imagination is the scarce
resource...Perspective is
worth 50 IQ points, especially a new
perspective."
Gary Hamel - Author/Consultant
Leading The Revolution & Competing
For The Future
Get ideas to jumpstart your imagination. Tap into the minds and creativity of others. Gain
perspective, get a new perspective. Get started now, on
this page, with over 300 pages of downloadable files.
Never stop learning. Your strongest competitors don't.
enicastro@positiveresponse.com
Free Positive
Response Special Report
Get your free copy of the Positive
Response Special Report, 77 Direct Marketing Tips Guaranteed
To Boost Results. Over nine pages and 3,600 words it's loaded
with practical and proven pointers that you can put to work today
to start pulling in more
leads and sales. To get your PDF of this Special Report
email
enicastro@positiveresponse.com with a subject line of Tips.
Marketing Wisdom From MarketingSherpa
If you only have time to read only one
newsletter, the one to read is
MarketingSherpa. Extremely well-edited and full of actionable
ideas and case studies from the front lines of marketing, it is
not to be missed. Plus, every year they offer subscribers a collection of marketing and lead-generation
tips, tactics and strategies compiled into a PDF. And through
2007 they
permitted people to pass along this wisdom. Starting in 2008,
permission was no longer granted to do this. You can download
their 2008 report for free at their website by clicking
here.
The incomparable Pablo Picasso once said, "Good artists borrow. Great
artists steal." We say if it worked for Pablo, it can work
for you. So we encourage you to download these files
and steal as many of the ideas as you see fit.
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.
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