“Fundamentals in Advertising”

by Albert D. Lasker

• The five-word definition of advertising that will guide all your future decisions.

• How a former member of the Canadian Northern Mounted Police became the father of modern advertising.

• Want to know how a single phrase allowed Chrysler to compete with the seemingly unbeatable Ford and Chevrolet? Here’s the full story.

• How a soap company was able to use its own product’s weaknesses to become one of the best sellers in its industry.

• What every advertisement needs to do in order to make sales.

• Why copying your competitor’s successful advertising formula leaves you struggling to get customers. This story about a thriving toothpaste company will explain.

• The 4 fundamental principles behind advertisements that sell.

• Most copywriters think the “big idea” comes from their imagination. There are actually plenty of places to find the big idea – you’ll get 3 of the best ones.

• Do you like to stuff your sales letters with as many bonuses and offers as you can? You’ll learn why that can actually bring your sales down.

• If you’re trying to sell anything to millions of people, then you need to use this technique to stand out from your competition.

• Why trying to compete on price will almost always backfire in the long-term.