CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone [Paperback]

Drew Eric Whitman (Author)

Book Description

Publication Date: November 3, 2008

FACT: Your brain is being controlled-and you don't even know it. Because if you think the ads you're seeing today are just pretty pictures with nice, creative copy, you're mistaken. Truth is, you are being powerfully influenced by dozens of proven scientific principles of advertising psychology... little-known techniques of consumer persuasion that go completely unnoticed by the buying public. And they're causing you-and millions like you-to spend enormous amounts of money every day on countless products and services. But what are these principles? How do they work? And how can you use them in your own advertising?

Prepare yourself for a unique learning experience as author Drew Eric Whitman takes you on a wild, roller-coaster ride through the streets of New York's famed Madison Avenue and teaches you the specific psychological techniques that today's top copywriters and designers use to influence the masses... and how you can use them to rapidly increase your sales, no matter what you sell.

In 207 fast-moving pages, Whitman teaches you dozens of well-guarded secrets that he learned during his 25+ years in the ad business, including:

*60% of people read only your headline and what to do about it
*Captions under photos get 200% greater readership than non-headline copy
*Ads with sale prices draw 20% more attention
* To double your ad's attention-getting value, you must enlarge it 400%
*Four-color ads are up to 45% more effective than black and white
*Prices ending in "95" are less effective than those ending in "99"
*The psychology of size... page positioning... typefaces... pricing...social proof... and color
*How to make people believe what you say
*How to persuade people to respond
*Effective tricks for writing psychologically potent headlines
*What mistakes to avoid at all costs
*What you should always/never do in your ads
*Expert formulas, guidance, tips and strategies
*And much more.

Editorial Reviews

Review

"CASHVERTISING is a virtual blueprint for persuading the consumer mind. It's fast, fun, and a must-read for businesses in all industries." --Roger Dawson, author of Secrets of Power Negotiating

"Wow! Simply the most powerful advertising toolkit I've ever seen. Gives you instant access to hundreds of proven techniques and priceless psychological insights, presented with verve and humor. Whitman knows his craft inside out, and he's clearly done his homework...I only wish his book had been around when I was starting out! Buy it and save yourself years of trial and error." --Richard Bayan, author of Words That Sell

"The author has surveyed the broad field of salesmanship and distilled it down to a series of principles, secrets, and response-boosting techniques in a well-organized, entertaining, and easy-to-read format. Whether you are a newbie or veteran, Drew Eric Whitman's CASHVERTISING is a reference you will turn to again and again." --Robert W. Bly, author of The Copywriter's Handbook

From the Author

                                 Want Better Results from Your Advertising?
                                       Ad Expert Drew Eric Whitman Says...
 
                                  "I'll Teach You More About How to Create
                              Powerfully Effective Money-Making Advertising
                                          than Your Competitors Will Know
                                    in Their Entire Careers... Guaranteed!"
 
 
Dear Friend:

Did you ever see a magician "saw a lady in half?" A sword swallower gobble down a 28" blade? A swami walk barefooted over a bed of fiery-hot coals?

These tricks are amazing. Mind-boggling. And seemingly impossible. But the truth is... if you knew the secrets behind them, you could do them too.

 
                                                 Creating Effective Advertising
                                                              Is No Different!
 
Because just like those uncanny magicians, today's advertising experts have special "tricks" of their own. They use consumer psychology. Powerful methods that influence people to read their ads... and buy like crazy. In fact, New York's biggest ad agencies use these tactics every day. And it doesn't matter what their clients sell... these tricks work for every business. Plus, they're 100% legal, ethical, and very powerful.
 
                                                 Ready to Learn the Secrets?
                                                    I'm Ready to Teach You!
 
Invest a few tax-deductible* dollars in this fun, fast, and easy-to-read book. In these fast-reading pages, I arm you with techniques that can help make your competition virtually "disappear." I teach you how to turn weak, ineffective ads, brochures, sales letters, flyers, emails and websites into psychologically potent money-makers that help boost your business fast. No special skills are required. And most tricks cost nothing to use. Once you know the secrets, it's easy!
 
Meet you inside the book! [HANDSHAKE]
Drew Eric Whitman
 
P.S.  I knew you'd read this P.S. How? Because the P.S. is one of the most important parts of any sales letter... and it's often read first... before the body copy. Always use the P.S. to restate your offer here... repeat your contact information... and push your prospect to take action! Now, turn the page and start reading!
 
* Consult your tax advisor --This text refers to an alternate Paperback edition.

See all Editorial Reviews

Product Details

• Paperback: 208 pages
• Publisher: Career Press; 1 edition (November 3, 2008)
• Language: English
• ISBN-10: 1601630328
• ISBN-13: 978-1601630322
• Product Dimensions: 6 x 0.6 x 9.1 inches
• Shipping Weight: 9.6 ounces (View shipping rates and policies)
• Average Customer Review: 4.9 out of 5 stars  See all reviews (75 customer reviews)
• Amazon Best Sellers Rank: #27,979 in Books (See Top 100 in Books)
  • #67 in Books > Business & Investing > Marketing & Sales > Advertising

More About the Author

Drew Eric Whitman (a.k.a. Dr. Direct) is known internationally as a dynamic consultant and trainer who smashes old advertising myths like a china-shop bull. Teaching the psychology behind the response for more than 28 years, he worked for the direct-marketing division of the largest ad agency in Philadelphia, was senior copywriter for the country's leading direct-to-the-consumer insurance company, and associate copy chief for catalog giant Day-Timers.

His work has been used by companies ranging from small retail shops to giant, multi-million dollar corporations, including: the Advertising Specialty Institute, American Legion, Amoco, and Texaco.

His intensive CA$HVERTISING Clinic teaches businesspeople how to use consumer psychology to boost the effectiveness of their ads, brochures, sales letters, Websites, and more.

Most Helpful Customer Reviews

65 of 67 people found the following review helpful

5.0 out of 5 stars The Michael Jordan of Ad Psychology Books March 30, 2010

By Compay TOP 1000 REVIEWER

Format:Paperback|Amazon Verified Purchase

I have developed several hundred websites over the last decade, optimized them for Google, and have literally made millions for my clients. I'm always looking for a new edge in advertising, for myself and for my clients.

Ca$hvertising offers that edge. I was skeptical when I noticed that the book had only five-star ratings, I wondered if the reviews were fake. By the time I was halfway through the second chapter, I realized that this book absolutely delivered.

Whether your focus is on print ads, or in web promotion like myself, Ca$hvertising breaks down WHY people respond to certain ads. Once the author explains why people buy, he offers ideas on how you can make those people your customers. Whitman explains exactly how you can tap into the desires that all humans are naturally born with. These aren't theories or assumptions, he backs these techniques up with concrete psychological studies.

The second chapter, on the 17 principles of consumer psychology, is worth its weight in gold. All humans are born with a built-in set of desires, and the author explains exactly how you can tap into them. While most of the book is geared towards print advertising, I found that a great deal of it could be applied towards internet marketing. Plus, the guy is downright funny, and the book is written in a conversational tone that makes you forget that you're actually learning something.

Let me cut to the chase. Every day that you don't own this book, you're losing money. Buy this book today, and it will teach you how to persuade people to pay for your product or service.

19 of 20 people found the following review helpful

5.0 out of 5 stars Practical, timeless January 22, 2011

By kerrjac

Format:Paperback

Don't be turned off by the book's cheesy title or cover. Whitman's advice is top-notch.

I run a small startup, and I frequently browse marketing books and websites, hoping to give it an edge. It's easy to come across marketing advice, but it's surprisingly hard to find good advice. Authors frequently hop on trends, tout new advertising mediums, or simply apply techniques from their favorite companies.

Whitman's approach favors the fundamentals. Ca$hvertising synthesizes a large body of marketing research, and it provides a framework for applying these findings. The framework is focused on the customer, and what he or she is thinking. The book is a best-practices manual for how to win people's attention and get them to act.

The writing is accessible, and as Whitman's voice comes through, you find yourself thinking about advertising differently. Where other books might have you come up with marketing plans or play around on, say, Adwords, Ca$hvertising gets you to focus on the right aspects of your message. The book consists of many advertising tips and trick-of-the-trade. It covers practical questions that you might (or should) find yourself asking, such as what colors to use and how to anchor your message.

The bulk of the book goes over these in a list-like fashion. But Ca$hvertising is much more than a random collage of tips, research, and examples/anecdotes. As I got accustomed to Whitman's point of view, I began to see how his advice stems from a coherent and useful framework, and in a very short time I began to think more critically about marketing.

Whitman further excels at summarizing a large body of research in a concise, accessible, and even entertaining manner. He lets you know when an issue is all but settled, or when it's complex and controversial; and where relevant, he points you to further sources.

Marketing books tend to be filled with 'radical' advice, and further complicating things, many large companies and popular marketing campaigns are also pretty radical and out there. It's easy to think that simply by being extreme and hoping on the latest fad you can be successful as well. But there are two sides to every correlation - and even though every successful company is pretty 'out there' in their own way, not every company that is 'out there' is successful. In fact, most aren't. This is why Whitman's back-to-the-basics approach is so valuable. It forces you to think with your head, rather than your heart or ego. Where other marketing books hop on trends and pretend to offer "new" advice, Ca$hvertising takes the wisdom of past experience and research, and encourages you to apply it in your own manner. His book is at once highly practical and somewhat timeless.

11 of 11 people found the following review helpful

5.0 out of 5 stars You can trully learn a lot from this book! February 19, 2011

By Yelena Osinnya

Format:Kindle Edition

I read a lot of books on marketing and advertising.Although the book title is kinda cheesy, you will be pleasently surprised by tons of useful info. Most importantly it is fun to read, what a break..! I would reccomend to buy kindle version so you can keep all the notes. Enjoy!