Re: Over 10,000 will read the ad, but only 1 will respond...it's worked for over 101 years.

Gordon wrote -

> Do You Make These 10 Financial Mistakes
> That Can Mess Up Your Life? might be a
> little stronger appeal, but you'd have to
> test.

And of course that headline is a great twist on a headline that was on one of the longest running ads of all time. The headline was "Do You Make These Mistakes in English?" Besides Gordon, does anyone know who wrote that ad? Do you know what the ad sold?

BTW, no fair peeking in any of Joe Sugarman's books. *g* I'm not sure but I think he might have reproduced it in one of his books.

Rick Smith, "The Net Guerrilla"


The Guerrilla Product Developer's Home on the Net

Hi Rick!

> And of course that headline is a great twist
> on a headline that was on one of the longest
> running ads of all time. The headline was
> "Do You Make These Mistakes in
> English?" Besides Gordon, does anyone
> know who wrote that ad? Do you know what the
> ad sold?

> BTW, no fair peeking in any of Joe
> Sugarman's books. *g* I'm not sure but I
> think he might have reproduced it in one of
> his books.

Rick, I have to confess.... I cheated!

I didn't know the answer off-hand, but I knew I could find it in John Caples "Tested Advertising Methods"....

The ad was written by Max Sackheim, I think for a correspondence course to help improve your English. And guess what?

This ad ran for 40 years!

I don't have Max Sackheim's book, but apparently he discusses this ad in detail in his book My First Sixty Years in Advertising.

Rick, thanks for bringing up this ad.... I really enjoy discussing successful ads. It's a fascinating topic!

Writing a successful ad I believe is both an ART and a SCIENCE. Here's why.

It's an ART because there IS a certain "artistry" to writing an ad.... It is a creative piece of work. But,

On the other hand, it is also a SCIENCE, since it is an attempt to influence someone using PSYCHOLOGY. I think it probably falls under the area of science called "social psychology." I've been starting to delve into this area lately....

I just rejoined a university library (as an alumni), it's nice having access to a large university library again. I can't say enough what a privilege it is if you can have such a wealth of knowledge at your immediate access! I couldn't wait to use my new borrowing privileges.

Today, I borrowed this book... "Persuasion and Social Influence" by Sarah Trenholm. It looks like a very interesting book, but I still have quite a bit of it to read. This is a fascinating area....

Learning about this is fun, profitable, and also intellectually stimulating too! :)

- Dien Rice


Learn the PSYCHOLOGY of influence.... learn about Remote Hypnosis!

Dien -

> I didn't know the answer off-hand, but I
> knew I could find it in John Caples
> "Tested Advertising Methods"....

Yes. I knew it was in there. I thought about eliminating this book as well but that wouldn't have been fair. *g* The whole point of the question was to get folks to take up the challenge and I knew you'd be equal to the task.

> The ad was written by Max Sackheim, I think
> for a correspondence course to help improve
> your English. And guess what?

> This ad ran for 40 years !

Correct on all counts.

> I don't have Max Sackheim's book, but
> apparently he discusses this ad in detail in
> his book My First Sixty Years in
> Advertising .

I don't either. This is one I want to ad to marketing library. (Gordon told me I had so much stuff I should start a lending library with it. *g*)

> Rick, thanks for bringing up this ad.... I
> really enjoy discussing successful ads. It's
> a fascinating topic!

I enjoy discussing successful ads as well. Yes it is quite fascinating. Caples does a great job of dissecting ads in the book you mentioned.

> It's an ART because there IS a certain
> "artistry" to writing an ad.... It
> is a creative piece of work. But,

> On the other hand, it is also a SCIENCE,
> since it is an attempt to influence someone
> using PSYCHOLOGY. I think it probably falls
> under the area of science called
> "social psychology." I've been
> starting to delve into this area lately....

I agree on both counts.

> Learning about this is fun, profitable, and
> also intellectually stimulating too! :)

It certainly is. I'm convinced that my study of the masters, old and new has helped me achieve whatever small success in marketing I've achieved. And I plan to continue to do the same.

Rick Smith, "The Net Guerrilla"


The Guerrilla Product Developer's Forum