0 thoughts on “Uncategorized

  1. How about:

    Gorgeous Chocolate, 45% Less Fat

    I’m feeling hungry just thinking about the alternative headline – I hadn’t planned that, and I guess, that’s your point: create desire, with an added benefit, and memory combined with a great visual prompt is often all we need.

    Great pick.

    Thank you for your teachings.

    B.

    • Drew Eric Whitman said:

      Brian… nicely done. You summed it up quickly. Your first 2 words — which probably took you just minutes to come up with — are far superior to what this company likely spent weeks developing (and holding meetings about). With “Gorgeous” comes emotion… with “Chocolate” comes instant attraction for the target audience… and your “45% less fat” hits the nail right on the head with its implied benefits. (Now consider how much the group involved with creating that ad were paid during the time they slapped that together. You gotta shake your head.) Bravo, Brian. Thank you for your support, my friend!

      Drew

  2. With such great books like CA$HVERTISING, why do most businesses still run ‘Awareness/Image” ads instead of “Direct Response” ads?

    I’m a marketing coach, educating business owners on this topic of “Direct Response” is challenging.

    I read a quote a while back that I think sums it up.

    “It is easier to fool someone, than it is to convince them that the are being fooled? 🙂

    • Drew Eric Whitman said:

      Hi Kevin:

      The reason businesses are still running image ads is because they simply don’t have a direct-response mindset or someone sold them on the idea of creating ads that are charged with little more than looking or sounding good. It’s easier to create ads that have no expectation of measurable response. Another cause is the same as what causes businesses to create poor advertising. As my mentor, the great Walter Weir told me, “Drew… they simply don’t know any better.”

      Thanks for your question, Kevin!

      Drew

      • Yes they simply don’t know any better , I’m a CRUSADE to educate people on DIRECT RESPONSE marketing. When I saw your book it hit my DIRECT RESPONSE nerve. I’ve got all the Dan Kennedy stuff, but your book is a niece easy read. 🙂

        • Drew Eric Whitman said:

          Thanks, Kevin. You’re right… there’s so much to learn out there. I’ve got more to learn than I have life to live. I better get crackin’! 😉

          Drew

  3. Drew, I love you!… well the way you see things anyhow. You my friend always key in on the painfully obvious, yet always screwed up world of marketing/advertising. Small businesses in general make it harder on themselves, latching on to the false belief they must spend as little as possible on their marketing machine.

    Instead of “How much does it cost me to improve my vehicle?”, they should be thinking “How much will it cost me to leave it like it is”.

    Great article

    Paul

    • Hi Paul,

      I find small business owners always look at the cost of marketing ( I call it investment), but they never think about the cost of NOT marketing.

    • Drew Eric Whitman said:

      Hi Paul!

      Than you… you’re so right!

      And it often comes down to one thing: most business owners are so busy RUNNING their businesses that they don’t take the time to hone their business skills, namely ADVERTISING.

      The pizza man sure knows how to make pizza… and, oh boy… is that crust fantastic!

      … the sporting goods guy can tell you everything about the flight characteristics of scores of different golf balls on his shelves, including which feature rubber or liquid cores…

      … the web designer can create amazing graphics and tell you the best places to put which elements for the easiest navigation and best overall visitor experience…

      … and the Realtor(r) can tell you all about the local market and the ideal price to optimize your chances for a quick sale…

      … but few, unfortunately, take the time to learn how to increase the effectiveness of their advertising. It’s work. It’s outside of their field of expertise. And, “who has the time?”

      So, naturally, they suffer the consequences of their ignorance, when it’s a VITAL aspect of running a successful business.

      They have 2 choices: 1) Do it themselves, or 2) Get someone experienced to do it for them… or to assist.

      The problem is, most do neither.

      And here’s the frequent result, in pictures: http://bit.ly/1c8e6H3

      Thanks for your reply, Paul!

      Success!
      Drew Eric Whitman, D.R.S.
      Direct Response Surgeon™
      Author of the advertising best-seller:
      “CA$HVERTISING”… now in its 3rd printing.
      Translated into French, Spanish, German, Italian, Chinese, Japanese, Korean, and Arabic.
      Available at Amazon.com and online and retail bookstores worldwide.
      http://www.DrewEricWhitman.com

  4. I know of the feeling only too well, perhaps this is the reason why today at the grand old age of 46 – I’m as bald as a coot up top.

    We’ve got to face it. Lots of people are, well, not to put too fine a point on it, a bit ‘thick’ when it comes to positioning a product or a service. For some reason people actually seem to enjoy holding themselves back. Fear of personal embarrassment perhaps?

    What is most odd is that when talking with said product owners, sometimes you can say something to them which to you and I as copywriters is just pure commonsense. Yet the listener, in your case… George, he’ll still stick stubbornly to his way of thinking even if in doing so he’s going to hurt his sales to the tune of many, many thousands of dollars.

    Even when you put it to them, “Look! Do you honestly believe holding to a false opinion or idea which is going to cost you x amount of sales throughout the course of the year, the point is, is this a price you’re willing to pay in lost financial revenue and profit just so you can take a false step in the wrong direction to do what you believe is right for your business? Is this a price, losing x amount of dollars profit, is this a price you’re willing to pay?”

    Even then some people, many people still won’t get it. Amazingly so.

    I despair lol.

    Smoking hot,

    Mark Andrews

  5. Kate Robinson said:

    Just to be clear – all that is based on the premise that your friends do have an exceptional product, that really does smell like genuine fruit! It’s only when your product is actually banal or sub-standard that glowing ad copy becomes disingenuous and misleading. In my experience immense care goes into ad copy *not* misleading consumers, but conveying exactly what benefits a product or brand offers – benefits that are refined over long development.

    • Drew Eric Whitman said:

      Exactly, Kate. Good copy is no substitution for ethics. 😉 Thanks for your comment!

  6. You’ve inspired me to infuse more emphasis on advertising copywriting in our IMC degree program. The weight always seems to be on the visual (Photoshopping, art direction), when, in fact, both are mutually important for creative synergy and positive results.
    Thank you.

  7. Drew Eric Whitman said:

    You’ve very welcome, Professor! And you’re right on the money. Good art SUPPORTS good copy. It should never be the other way around. That is, if you really want to SELL. 😉

  8. Bill Carver said:

    Looking forward to the new book BrainScripts! When is it due out? If you need early reviews I would be honored to provide that. thanks
    Bill

    • Drew Eric Whitman said:

      Hi Bill… thanks so much for your kind reply. BrainScripts for Sales Success is due for international release by McGraw-Hill on October 3, 2014. Here’s the Amazon link: http://amzn.to/1rFn3Ok. I’ll post something about reviews shortly–thank you for your offer!

  9. I realize now after 25 years of being nice, change is needed. Now that I have awaken, we now talk to buyers (non technical folks) about 95% of the time, instead of engineers and tech folks when selling our equipment. Im trying to figure out a strategy to use, the educate the buyer just a little so that when I make comparisons of our equipment to the lower cost competitors, that the buyer will be concerned and ask a technical person to look at the differences I point out before the purchase is made on low cost. So much nowadays is price and delivery it makes it super difficult to compete unless you have the lowest cost (not the best) solution for the customer (buyer). Spread sheet management of the corporate world has helped to cause this situation, and I need to zero-in on getting the buyer’s attention that he/she is about to make a mistake by NOT looking at why our product is more costly. Any feedback, direction, you offer will be greatly appreciated.

  10. Drew Eric Whitman said:

    Hi Gary… just what’s “wrong” with the lower-cost competitors’ products? How is your product better? The best way to attack this problem is to approach it as if you’re a Ralph Nadar type… a Consumer Reports advocate for the consumer. Create a report (online or off) and warn prospects what potential problems they can encounter with cheap goods that you competition sells. If there’s truly an advantage to buying yours (durability, service, efficiency, etc.) then spell it out in a message of warning. The last thing they want to learn is ______ after they’ve spent the money… now stuck with an inferior product. For just $0 more a day, they could have had your product which is better because of 1. XXXXX 2. XXXXX 3. XXXXXX 4. XXXXXX 5. XXXXXX. “But you don’t have to take our word for it. If your budget is big enough that you’d like to experiment with buying various brands and seeing for yourself which is inferior, then by all means do so. However, if you don’t have money to burn, here’s the specific things you need to look out for which can turn around and bite you in the wallet. The last thing you want to do is kick yourself for not heeding this advice. It’s one thing not to know and make the mistake of buying a cheaper, potentially inferior product. It’s quite another to have been warned before you wrote the check.” Get it?

  11. Rose Nelson said:

    More good with less fat

  12. Mike Martinez said:

    After reading Cashvertising, I went on to make over $2 Million dollars online. I know anyone reading this may think this is a fake testimonial, it is not. Your advice, wisdom and books are the best ever provided or written for the world of marketing. (Yes, I am a real person and this testimonial is real!)

    Drop me an email sometime, Drew, would love to share the story in private.

  13. Hi Drew,

    Thanks again for your generosity of sharing.

    However, I should state that on this occasion, I couldn’t detect any of your 5 advertising tips.

    Here’s why:

    – You’re using an almost outdated technology called Flash. I rarely use Flash any more, and only on websites I trust.

    – I tried the 4 latest web browsers for: Apple Safari, Mozilla Firefox, Google Chrome, and Opera. I could have tried Apple iPad / iPhone / IOS, but I know that Flash won’t normally work on those devices too.

    – You see, because of the greater risk of using Flash, by default, I do not have the Flash plugin installed in Apple Safari, Mozilla Firefox, or Opera. Flash is available in Google Chrome but has to be explicitly allowed each time. I only allow Flash in Google Chrome because Google automatically update the version of Flash whenever an upgrade is available. The other browsers don’t do that.

    – For anyone who does not have the Flash plugin installed in their browser, your 5 advertising tips are essentially invisible.

    – There may be millions of others nowadays who also don’t have Flash installed or disable Flash in their web browsers.

    – Some remedies could include (a) create a YouTube video with your tips, and / or (b) include just text and graphics, and / or (c) use a presentation / animation program that uses Javascript, which is usually available on all or most web and mobile browsers now.

    Hope that helps.

  14. Diana Montoya said:

    Hi! I can find the spanish edition, can you helpe me please?

    • Drew Eric Whitman said:

      So sorry for the delay, Diana, as your comment went into an unusual, unexpected folder. Cashvertising has been translated into 9 foreign languages, but not Spanish, unfortunately. I’ve asked my agent why this is and she informed me, “The Spanish language publishers seem to be trying to place their titles with English language publishers but don’t look at acquiring any English-language books for translation.” Should a Spanish edition be published, I will certainly send out an announcement to those on my list. (See LEARN INFLUENCE HERE) on my home page. Many thanks for your interest! 🙂

  15. Hi. Would love to join and contribue to this group. I am starting a SMMA focused on Facebook ads, to branch into Google and Youtube placements. I find advertising extremely powerful and fascinating, and an essential business tool. Would love to contribute and share ideas and strategies.