Your use of words is what makes your business successful.
And you wealthy.
Words are like musical notes. A master composer uses the perfect combination of sounds to create a beautiful piece of music. Someone less talented has the same range of notes to play with, but his music sounds boring by comparison.
In the same way a skilled copywriter writes sales copy that drives hundreds or thousands of people to buy what you sell. A less talented copywriter has the same range of words but his sales message will be less interesting, less believable and therefore less persuasive.
I want to show you how to weave words into masterful sentences that move people to respond to your sales messages ‘en masse.’
Knowing which words to use and the order the order to put them in is ‘key’ to selling millions of dollars of products.
The Origin of Persuasive Advertising
Back in the early 1900’s an unknown copywriter by the name of John E Kennedy sent a note to Albert Lasker, the head of the Lord & Thomas advertising agency. The note read:
“I am in the saloon downstairs. I can tell you what advertising is. I know you don’t know. It will mean much to me to have you know what it is. If you want to know what advertising is, send the word ‘yes’ down by the bell boy.” John E. Kennedy.
Unknown to Kennedy, Lasker had been searching for the answer to that question for seven years.
He had been the rising star at Lord & Thomas for a number of years and was now its CEO. Yet, he couldn’t find a definition of advertising that satisfied him.
Starving for an answer Lasker summoned Kennedy to his office. Three words were uttered in that historic meeting:
“Salesmanship in Print”
While most ad agencies were using tired sales clichés (has anything changed?) in their advertising and sales messages, John E. Kennedy understood that to compel a customer to buy something your advertising had to persuade them on a ‘one-to-one’ basis, like a good salesperson would.
The concept is so simple and effective nobody has ever improved on it.
After being exposed to this powerful concept Lasker commissioned the brilliant Kennedy to write the new principles into a series of lessons which were used to train all the copywriters at Lord & Thomas.
“Reason Why Advertising” is the book Kennedy wrote to document those lessons.
Soon Lord & Thomas became the training centre of the advertising world. Their copy writers were so good other agencies began luring them away with fabulous salaries.
They could write sales letters and adverts that were so persuasive they dramatically increased their clients’ sales.
How successful were they? As David Ogilvy said: “Albert Lasker made more money than anyone in the history of the advertising business. The movement came to be known as the ‘Reason Why’ school of advertising.”
Under Lasker’s direction and use of ‘salesmanship-in-print,’ techniques Lord & Thomas became one of the top agencies in the world. It made a fortune for its clients and helped establish famous brands like Quaker’s Puffed Rice, Palmolive soap, Oldsmobile and many others.
But the real proof is found today. Those who use ‘reason why’ advertising are the most successful business people in the world. People like Michael Dell (Dell Computers) Larry Ellison and Richard Branson were early adopters.
“Great Copywriters Are Sellers Not Writers”
You must know how to sell, if you ever expect to be a good copywriter, marketer, entrepreneur, speaker, author or internet marketer. And learn the right selling techniques. It’s easy to get the wrong idea about what selling is (hint: hard selling doesn’t work.)
As a business owner when you understand what people do and do not respond to, you’re in a powerful position. When you know the right words to use and order to put them in, your advertising becomes a hundred times more influential. Suddenly it’s no longer difficult to attract as many new leads and sales as you like.
If you’d like give your business an advertising ‘shot-in-the-arm’ try my new course: Persuasion Shortcuts? It’s a 2.5 hour ‘advertising intensive’ you can watch in a morning, apply in the afternoon and profit from the next day—even if you’ve never written advertising before.
If you are ready to make your business more profitable than ever before, click here!