The Arrival of the Founder of Modern Day Advertising
Copyright 2005 Presslink Publishing
This is the second in a series of articles about the history of
advertising from it's early modern beginnings to present day.
Why is it important?
Because today there are no new ideas, just different angles on
the original ideas. And the old ideas were the best.
The early pioneers of marketing left us with great legacies,
ones which all the present day maketers use to their advantage.
And you should do too.
I'll begin this article where I left off in the previous one -
when John E.Kennedy just arrived on the scene.
1904 It was on one May evening that a former Canadian mountie,
John E. Kennedy, sent a note to the head of Lord and Thomas.
This is what the note said:
"I am in the saloon downstairs. I can tell you what advertising
is. I knowyou don't know. It will mean much to me to have you
know what it is and it will mean much to you. If you wish to
know that advertising is, send the word "yes" down by the bell
boy.
signed
John E. Kennedy"
Ambrose Thomas, the head of Lord and Thomas, dismissed the note
as arrogance. But his junior partner, Albert Lasker, spotted it
and wanted to know more.
This was Lasker's reply:
"Yes"
Albert Lasker
Lasker met Kennedy that first evening. And what Kennedy had to
say changed the face of advertising - and it still applies today.
His statement was: "Advertising is Salesmanship-in-Print." It is
a definition that no-one has been able to better to this day.
Here's my understanding of Salesmanship-in-Print:
There is no difference between ads, websites, newsletters,
brochures, press releases, or being sat in front of your
customers - face to face.
And to succeed at selling in print it is necessary to study
others that have made a living at it, past and present.
98% of marketers have no idea of how to sell in print.
Therefore, study direct response marketers. They are the only
ones who can prove what works. Direct Marketing, by definition,
is a method that sells its products without sales people.
It is always measurable. And the top direct marketers do measure
it.
To succeed you need to make your sales process do the same as if
you were sat right next to your customer.
Your website, sales letter, press release, newsletter, brochure,
or anything else in print has to connect with your prospects'
emotional hot buttons to persuade him or her to take some sort
of action.
Your advertising should not be
about 'image' or 'branding', it
should be about telling your own unique story in a language that
appeals to your prospects needs, wants, desires, fears and
vanity.
Lasker related to what Kennedy talked about. He too had been
searching for many years to the answer that Kennedy had now
given him.
Consequently, Kennedy was hired by Lord and Thomas and became
the highest paid copywriter of the time. A massive $52,000 a
year (some say even more).
Lord and Thomas became a training ground for copywriters as
Lasker got Kennedy to write all of his principles into a series
of lessons called: "The Book of Advertising Tests."
Kennedy left Lord and Thomas in 1907 but returned in 1911 as a
highly paid freelance copywriter. And in 1912, his Book of
Advertising Tests was re-published as "Reason Why Advertising"
and in 1914 he wrote his second book
"Intensive Advertising."
John E. Kennedy's "Reason Why Advertising" became a big hit. But
if you think about it, what a great title. It seems obvious that
you should give your customers a reason to buy your product.
But lots of advertisers, even today, do not. They merely say:
"Buy my product."
They are making a big mistake of not explaining: "Buy my product
because......."
Are you making these mistakes in your marketing?
You can get a copy of Kennedy's Reason Why Advertising for free,
right here:
http://www.LongLostMarketingSecrets.com/Reason_Why_Advertising.pd
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1903 Walter Dill Scott produces his first book: "Theory of
Advertising."
1906 WK Kellogg places his first ad for Corn Flakes in six
mid-western newspapers. By 1915 he is spending $1 million on
national ads.
1907 Kennedy leaves Lord and Thomas to "go it alone."
Lasker was left in the lurch. How could he find a replacement
for a man like Kennedy? He must have been a hard act to follow.
In my next article I'll detail how Lasker did indeed replace
Kennedy with a man who made an enormous contribution to the
world of advertising.
Till then, I suggest you devour Kennedy's manuscript. It'll make
a difference to the way you think about writing your sales copy.
About the author:
Peter Woodhead is the author of Long Lost Marketing Secrets,
other niche websites and a member site. He offers a free 9 Part
e-course at: http://www.LostSecretsofMarketingLegends.com Get it
today! And you can get his 4 sales and marketing books by
visiting: http://www.LongLostMarketingSecrets.com or view his
member site at: http://www.PublicDomainResource.com
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