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3 of 3 people found the following review helpful:
Now You Can Learn The Secrets Of Success In Advertising!, February 20, 2009
This review is from: How I Learned The Secrets Of Success In Advertising (Paperback)
I first learned of G. Lynn Sumner while reading Maxwell Sackheim's, My First Sixty Years In Advertising. Sumner was a peer of Sackheim. Sackheim recommended that anyone interested in good copy should read Sumner's How I Learned The Principles Of Success In Advertising.
It took me awhile, but I was finally able to track a copy down. What a great find. As a direct response marketer and a student of classic advertising and marketing methods, Sumner's, "How I Learned The Principles Of Success In Advertising" is a timeless classic.
Sumner provides a thorough primer on the art and science of direct marketing. His "10 Commandments of Advertising" are just as valid in the 21st Century as they were in the 20th century.
Here Are Just A Few Secrets You Will Find Inside
* The Most Important Secret Ever Learned About Making People Want To Buy
* How Profits Can Be Guaranteed by Pre-Testing Selling Plans
* Four Steps to Take to "Feed" Your Imagination
* Ten Commandments for Writing That Sells
Although modern tools may make marketing easier, the fundamentals are the fundamentals. All of the core principles that Mr. Sumner shares are still in use today.
What is fascinating about the stories Sumner shares is the sheer diversity of products he sold. You will hear how important it is to find your "niche", but Sumner's genius is that he was able to sell everything from books, courses, to blankets, comforters and candy. You can find examples that will help you sell almost any product or service imaginable.
As Sumner states in his final thoughts, "Styles change, times change, customs change, and tastes change--but human nature, never." This is truer today than ever. We live in age of Blogs, Vlogs, Social Networking, and Web 2.0. Who knows what is just around the horizon, being dreamed up in some laboratory.
Whether you are using space advertising, sales letters, email lists or landing pages; or are worried about when and where to use long copy versus short copy, Sumner's ideas remain as relevant today as when they were written.
Highly recommended!
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1 of 1 people found the following review helpful:
New marketing lessons from an old master, August 9, 2009
This review is from: How I Learned The Secrets Of Success In Advertising (Paperback)
First, the negatives. It has nothing to do with the author or the material but the republisher. The book has numerous dumb and totally unnecessary typos and errors. If you can get your hands on the original book, do so. They're hard to come by, however.
As a copywriter, I know that times change. Styles change and methods of writing copy change more or less. But human nature never changes. What motivated them a hundred years ago, pretty much motivates them today. I laugh when a young copywriter thinks he's come up with something new and great all on his own because I know it's as old as the hills and was used before the astounding day of his auspicious birth.
The language used in these old books is stilted and considerably different in style than the unfortunate mess of the language we use today. But what's said is critical knowledge to the copywriter or marketer.
Highly recommended.
- Susanna K. Hutcheson
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