Newstrack Advertising Classics
Turn Yourself into An Advertising, Marketing and Copywriting Genius
By studying 8 of the greatest advertising geniuses who ever lived,
now in instantly downloadable Mp3 audio files
How to Gain the Wisdom of 8 of the Greatest Advertising Experts of All Time…Without Taking Any Time Out of Your Busy Schedule
There is no better way to make yourself an advertising, marketing and copywriting genius than to study the geniuses that came before you.
And there is no better way to do that than to read AND listen to audios of the great works of those geniuses. Listening takes no time out of your busy schedule because you can listen to them while doing something else, like driving, walking, exercising, etc. And that’s why audios of great works are so valuable. It is unfortunate that they are so rare but this set makes 8 of the best available to you. And…
Now, for the first time, they are available as downloadable Mp3 files! You get more than 21 hours in 26 Mp3 files for your mobile phone, car, iPod and/or computer. Listen to them as Mp3 files on your devices or burn them on an Mp3 CD for your car or other device. This entire set, all 21 hours, fits on only one CD.
For your benefit, 8 of the greatest advertising experts who ever lived put the accumulated wisdom of their lifetimes into 8 of the most revealing books ever written. And now, because they have been put into downloadable Mp3 files, you can easily listen to and assimilate this wisdom while driving, taking a walk, lounging on the back patio, or whatever.
This set of audios was first available in audio tape format for $295. Years later they became available on CD at only $195. In both these cases, you had to wait until the postal service delivered them to your door. But now, as downloadable Mp3 files, you get the entire set for a much lower price, plus you can download them instantly!
Here is a list of the books recorded in these Mp3s. Some of these books are no longer in print and this audio version is the only way you can get them. Others are great additions to the book. Click on each for a short description of the geniuses who wrote them.
8 Amazing Books by the Greatest Advertising Geniuses
who ever lived, now in instantly available
as downloadable Mp3 audio files:
David is one of the best known of all advertising men – and for good reason, his agency is one of the top in the world. He has applied the wisdom of the classic ad men (such as the others in this tape se) and shown that it works successfully to sell products, even in current times.
And he has gone on to break new ground. There are secrets revealed in Ogilvy on Advertising that you won’t find anywhere else. “If you are lucky enough to have some news to tell, don’t bury it in your body copy.” “The headlines which work best are those which promise the reader a benefit.”
Considered by many to be the father of modern advertising, this book is one of the most revealing when it comes to basic, immutable advertising techniques that are still valid today and, in fact, will probably never change.
People have made millions by following his advice. He started at Lord & Thomas in 1908 at $1,000 a week and was paid as much as $185,000 in one year – a sum based upon a percent of the profits his ads brought in to clients. Here’s just a sample of his wisdom.
Argue anything for your own advantage and people will resist you to the limit. But seem unselfishly to consider your customers’ desires and they will naturally flock to you.”
Ogilvy said Lasker has made more money in advertising than anyone else. It is no wonder when you consider that during the depression his personal income was $3,000,000.00 per year from Lord & Thomas – the agency he headed and owned.
Lasker was personally responsible for bringing Claude Hopkins, John E. Kennedy, and the concept of “Salesmanship-in-Print” to the world, something for which we should all be thankful. Few people realize what a genius this man was but this tape set is very revealing in that regard.
Lasker seldom gave talks or published anything. The transcript of this talk to his staff was barely saved from extinction by an astute editorial director at Advertising Age who said that “nothing we have ever published has given the staff of Advertising Age so much instruction and pleasure as “The Lasker Story.”
“You can tell from a lot of the advertising today that the art department gets it up first and then someone writes the advertising to go with the art. With us, we first must get our headline, because the headline in the end, today as 25 years ago, is 90% of all there is to an ad.”
“The first rule of good advertising, as we saw it, was that it must immediately make clear what the basic proposition is. Few if any people have either the time or the inclination to try to solve the puzzle of obscure advertising promises.”
He invented the Unique Selling Proposition, an extremely powerful concept that can turn many losing ads into winners. “The consumer tends to remember just one thing from an advertisement — one strong claim, or one strong concept.”
Eicoff created direct response television and this is the work which revealed his secrets, just as easily applied to print or radio.
“…Set forth the problem, explain the solution, and then demonstrated why a specific product best meets that solution.”
“The potential customer should feel a strong personal identification with the problem presented, reflexively nodding his head in acknowledgement.”
“To change advertisements is cheaper than to change human nature. The successful advertiser knows how human nature works and sets it to work for him.”
“Don’t tell the people how good you make the goods, tell them how good your goods make them.”
“Ideas are more important than words.”
He created the Book-of-the-Month club and invented the “till-forbid” mechanism still used today. He also wrote one of the longest running ads of all time: “Do You Make These Mistakes in English?” It ran for 40 years, always making a profit.
“The slickest writing, the finest paper, printing and art work can’t make a good idea out of a bad one or an attractive offer out of a poor one. Of course, the thought in the headline is more important than any word- – but the right words make the thought penetrate.”
Newstrack Advertising Classics8 of the worlds greatest advertising books, instantly available as downloadable Mp3 files
David Ogilvy – Ogilvy on Advertising (3 hours)
Claude Hopkins – My Life in Advertising (2 hours, 12 minutes)
Albert Lasker – The Lasker Story (2 hours, 27 minutes)
Fairfax Cone – With All Its Faults (1 hour, 58 minutes)
Rosser Reeves – Reality in Advertising (2 hours, 58 minutes)
Alvin Eicoff – Or Your Money Back (3 hours, 5 minutes)
Leo Burnett – Communications of an Advertising Man (2 hours, 58 minutes)
Maxwell Sackheim – My First 60 Years in Advertising (2 hours, 40 minutes)
- You get more than 21 hours in 26 Mp3 files