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The Man who Retreats before His Defeat

September 23, 2011  |   Advertising and Marketing   |     |   0 Comment

The Man who Retreats before His Defeat

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essay About Advertising By Herbert Kaufman Advertising isn't magic. There is no element of the black art about it. In its best and highest form it is plain talk, sane talk—selling talk. Its results are in proportion to the merit of the subject advertised and the ability with which the advertising is done. There are two great obstacles to advertising profit, and both of them arise from ignorance of the real functions and workings of publicity. The first is to advertise promises which will not be fulfilled,—because all that advertising can do when it accomplishes most, is to influence the reader to investigate your claims. If you promise the earth and deliver the moon, advertising will not pay you. If you bring men and women to your store on pretense and fail to make good, advertising will have harmed you, because it has only drawn attention to the fact that you are to be avoided. It is as unjust to charge advertising with failure under these conditions, as it would be for your neighbor to rob a bank and make you responsible for his misdeed. In brief, advertised dishonesty is ...

The Tailor who Paid too Much

September 21, 2011  |   Advertising and Marketing   |     |   0 Comment

The Tailor who Paid too Much

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other EssayAbout Advertising By Herbert Kaufman I was buying a cigar last week when a man dropped into the shop and after making a purchase told the proprietor that he had started a clothes shop around the corner and quoted him prices, with the assurance of best garments and terms. After he left the cigar man turned to me and said: “Enterprising fellow, that, he'll get along.” “But he won't,” I replied, “and, furthermore, I'll wager you that he hasn't the sort of clothes shop that will enable him to.” “What made you think that?” queried the man behind the counter. “His theories are wrong,” I explained; “he's relying upon word of mouth publicity to build up his business and he can't interview enough individuals to compete with a merchant, who has sense enough to say the same things he told you, to a hundred thousand men, while he is telling it to one. Besides, his method of advertising is too expensive. Suppose he sees a hundred persons every day. First of all, he is robbing his business of its necessary direction and besides, he is spending too much to reach ...

The Cannon that Modernized Japan

September 19, 2011  |   Advertising and Marketing   |     |   0 Comment

The Cannon that Modernized Japan

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other EssayAbout Advertising By Herbert Kaufman: Business is no longer a man to man contact, in which the seller and the buyer establish a personal bond, any more than battle is a hand-to-hand grapple wherein bone and muscle and sinew decide the outcome. Trade as well as war has changed aspect—both are now fought at long range. Just as a present day army of heroes would have no opportunity to display the individual valor of its members, just so a merchant who counts upon his direct acquaintanceship for success, is a relic of the past—a business dodo. Japan changed her policy of exclusion to foreigners, after a fleet of warships battered down the Satsuma fortifications. The Samurai, who had hitherto considered their 10blades and bows efficient, discovered that one cannon was mightier than all the swords in creation—if they could not get near enough to use them. Japan profited by the lesson. She did not wait until further ramparts were pounded to pieces but was satisfied with her one experience and proceeded to modernize her methods. The merchant who doesn't advertise is pretty much in the same position ...

The Cellar Hole and the Sewer Hole

September 15, 2011  |   Advertising and Marketing   |     |   0 Comment

The Cellar Hole and the Sewer Hole

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman A coal cart stopped before an office building in Washington and the driver dismounted, removed the cover from a manhole, ran out his chute, and proceeded to empty the load. An old negro strolled over and stood watching him. Suddenly the black man glanced down and immediately burst into a fit of uncontrollable laughter, which continued for several minutes. The cart driver looked at him in amusement. “Say, Uncle,” he asked, “do you always laugh when you see coal going into a cellar?” The negro sputtered around for a few moments and then holding his hands to his aching sides managed to say, “No, sah, but I jest busts when I sees it goin' down a sewer.” The advertiser who displays lack of judgment in selecting the newspapers which carry his copy often confuses the sewer and the cellar. All the money that is put into newspapers isn't taken out again, by any means. The fact that all dailies possess a certain physical likeness, doesn't necessarily signify a similarity in character, and it's character in a newspaper that brings returns. The ...

How to Write Retail Advertising Copy

September 13, 2011  |   Advertising and Marketing   |     |   0 Comment

How to Write Retail Advertising Copy

Another classic short story about advertising from The Clock that Had no Hands And Nineteen Other Essays About Advertising By Herbert Kaufman A skilled layer of mosaics works with small fragments of stone—they fit into more places than the larger chunks. The skilled advertiser works with small words—they fit into more minds than big phrases. The simpler the language the greater certainty that it will be understood by the least intelligent reader. The construction engineer plans his road-bed where there is a minimum of grade—he works along the lines of least resistance. The advertisement which runs into mountainous style is badly surveyed—all minds are not built for high grade thinking. Advertising must be simple. When it is tricked out with the jewelry and silks of literary expression, it looks as much out of place as a ball dress at the breakfast table! The buying public is only interested in facts. People read advertisements to find out what you have to sell. The advertiser who can fire the most facts in the shortest time gets the most returns. Blank cartridges make noise but they do not hit—blank talk, however clever, is only wasted space. You force your salesmen to keep to solid facts—you don't allow them to sell muslin with ...

The Main Focus of Your Membership Site

The Main Focus of Your Membership Site

Whatever the theme of your membership website is, it should always be your main focus. Every piece of written content, audio content or video content should be about the main theme of your membership website. Little side trips into very closely related fields is alright but even very closely related subjects should never detract from the main focus of your site. When you chose the theme for your membership website, you chose it because it was something that you knew a lot about and/or were (and hopefully still are) passionate about. I saw a sign in a convenience store not long ago that said something like….we strive to always be kind, considerate and helpful. However, it is hard to remember that the main objective is to drain the swamp when you are up to your ears (cleaned up) in alligators. That is true for owners of membership websites. It really is hard to stay focused on your objectives when you have so many things to distract you from doing what you need to do to keep your website focused on the main theme. No matter how many distractions you have, you must still keep new, fresh, relevant and timely content on your website ...

Using a Website to Market Your Business

Using a Website to Market Your Business

There are many different ways to advertise your business on the Internet. Placing banner ads, orchestrating an email marketing campaign and tactfully mentioning your business on industry related forums and message boards are just a few of the popular options for Internet marketing. Another Internet marketing strategy involves creating and advertising a website to promote your business. You can use your website in a number of ways. Some of these ways include providing more information about your business and the products or services you offer, letting potential customers know how to reach you and even selling your products and services via the website. This article will highlight the advantages of using a website to market your business and will outline some of the ways the website can be useful. One great advantage to using a website to market your business on the Internet is that you can place descriptions and photos of the products or services your business offers. This is important because many consumers use the Internet when researching products and services. Having an online presence gives your business an advantage over the competition because consumers are much more likely to select your products or services over the products and ...

Cardiff Wales – The Only Cardiff Search Engine Optimisation Company You’ll Need

Cardiff Wales – The Only Cardiff Search Engine Optimisation Company You’ll Need

Are you looking for an SEO (Search Engine Optimisation) Company In Cardiff Wales? If you are, have you already decided what sort of company you will be using? There are many different types of companies that you might want to use from the very biggest (and sometimes slowest) to the smaller, one man band type of company that may be smaller but will definitely give you better service levels Thank you for visiting our website – we provide search engine optimisation in Cardiff, Wales and the surrounding areas. Ever since the advent of Internet, advertising on the World Wide Web has been very popular. Many corporations, companies and business have taken advantage of this and you can see ads on any web pages you visit. Consumer can go to any search engine and type the keyword relating to what they are looking for and hit search and they will be provided with a huge list from which they can select. This is a very cost effective and time saving method of advertising. It has become really easy for any business to have a personalized website by which they can advertise, directly interact with the customer; provide details about their product and ...

Cardiff Wales – The Only Cardiff Search Engine Optimisation Company You’ll Need

July 30, 2011  |   Uncategorized   |     |   0 Comment

Cardiff Wales – The Only Cardiff Search Engine Optimisation Company You’ll Need

Are you looking for an SEO (Search Engine Optimisation) Company In Cardiff Wales? If you are, have you already decided what sort of company you will be using? There are many different types of companies that you might want to use from the very biggest (and sometimes slowest) to the smaller, one man band type of company that may be smaller but will definitely give you better service levels Thank you for visiting our website – we provide search engine optimisation in Cardiff, Wales and the surrounding areas.

Cardiff Wales – The Only Cardiff Search Engine Optimisation Company You’ll Need

July 30, 2011  |   Uncategorized   |     |   0 Comment

Cardiff Wales – The Only Cardiff Search Engine Optimisation Company You’ll Need

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