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Barely one in a hundred business people knows these facts about creating powerful advertising. Do You? FACT! Sixty percent of people read only headlines. Your headline must stop them or your advertising will likely fail. FACT! Captions under photos get 200 percent greater readership than non-headline copy. FACT! Ads with sale prices draw 20 percent more attention. FACT! Half-page ads pull about 70 percent of full-page ads; quarter-page ads pull about 50 percent of full-page ads. FACT! Four-colour ads are up to 45 percent more effective than black and white. FACT! New York's biggest ad agencies use dozens of these little-known secrets every day to influence people to buy. And now - thanks to CASHVERTISING - you can, too. And it won't matter one bit whether you're a corporate giant or an independent trader. These techniques are based on human psychology. They work no matter where you're located, no matter what kind of product or service you sell, and no matter where you advertise. In fact, most don't cost a penny to use. No matter what you sell - or how you sell it, this practical, fast-paced book will teach you: How to create powerful ads, brochures, sales letters, Websites, and more; How to make people believe what you say; Sneaky ways to persuade people to respond; Effective tricks for writing magnetic headlines; What mistakes to avoid...at all costs!; What you should always/never do in your ads; Expert formulas, guidance, tips and strategies.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Ca$hvertising is brash, in your face, and packed full of the kind of advertising advice it could take you a lifetime to assemble. However, all the advice is based on studies of the American market, and there is substantial research to show that not everything that works there actually works here.
The brash writing style is the first thing that hits you with Ca$hvertising, and this stays with you right from the title to the end of the book. But, once you get over that, this is not a collection of unevidenced opinions. Rather, Drew Eric Whitman draws together more than a century of research and the best advice from all the greats such as Ogilvy and Starch. This is held together by Whitman's own (rather bargain-basement) experience, which works nicely with is in your face style.
If you're thinking that the heavy bias towards low-value campaigns and direct mail is a weakness, think again. In Ogilvy on Advertising, David Ogilvy argues that no-one should get involved in big budget campaigns until they've cut their teeth on direct response classified ads. He also argues that there is a formula for writing great ads -- but he doesn't quite tell you what it is. Ca$hvertising has none of Ogilvie's reticence. Although it claims 50 secrets, it's actually more like 250, because many of the secrets are actually collections of principles.
I would recommend this book 100% to anyone in the USA getting into advertising, and to any seasoned campaigner wanting to brush up their skills. I can't quite do this for UK readers, because there are some genuine cultural differences which have a big impact on advertising response. Where Americans want the appearance of honesty, British audiences want the appearance of cleverness. There's good research done by the Advertising Standards Authority on what messages work in Britain. Unfortunately, this isn't in the scope of Ca$hvertising. The bottom line is that you need to have a reasonable amount of advertising experience to be able to gauge what will work in the UK (which is most of it) and what won't.
Still a book to read and keep on your shelf, though, if you are planning to do DIY advertising, or if you're an advertiser wanting to brush up on what you already know.
The brash writing style is the first thing that hits you with Ca$hvertising, and this stays with you right from the title to the end of the book. But, once you get over that, this is not a collection of unevidenced opinions. Rather, Drew Eric Whitman draws together more than a century of research and the best advice from all the greats such as Ogilvy and Starch. This is held together by Whitman's own (rather bargain-basement) experience, which works nicely with is in your face style.
If you're thinking that the heavy bias towards low-value campaigns and direct mail is a weakness, think again. In Ogilvy on Advertising, David Ogilvy argues that no-one should get involved in big budget campaigns until they've cut their teeth on direct response classified ads. He also argues that there is a formula for writing great ads -- but he doesn't quite tell you what it is. Ca$hvertising has none of Ogilvie's reticence. Although it claims 50 secrets, it's actually more like 250, because many of the secrets are actually collections of principles.
I would recommend this book 100% to anyone in the USA getting into advertising, and to any seasoned campaigner wanting to brush up their skills. I can't quite do this for UK readers, because there are some genuine cultural differences which have a big impact on advertising response. Where Americans want the appearance of honesty, British audiences want the appearance of cleverness. There's good research done by the Advertising Standards Authority on what messages work in Britain. Unfortunately, this isn't in the scope of Ca$hvertising. The bottom line is that you need to have a reasonable amount of advertising experience to be able to gauge what will work in the UK (which is most of it) and what won't.
Still a book to read and keep on your shelf, though, if you are planning to do DIY advertising, or if you're an advertiser wanting to brush up on what you already know.
2 of 2 people found the following review helpful
Format:Kindle Edition
This is perhaps a different review to the people who've simply read the book, it's based on what happened after we implemented the advice in this book to our website.
We work in a very competitive niche offering online services, and it's often treated with scepticism by potential customers because of the number of charlatans out there.
Basically we revamped the website, based the content around what the author recommends, and our sales have gone through the roof - literally.
Previously we were proud of the fact that most of our business came from word of mouth recommendations. We only took probably one new customer every 3 months from the website.
The first full month after implementing what was advised in the book we've taken 6 new customers on board, and still have some that we're in discussions with.
Thats around 18 times more business than we'd usually see from the website (and will end up being even higher if some of the other enquiries turn into customers - which I'm sure they will), a massive increase, and now most of our business most definitely will be coming off the website - it's totally transformed our business and I have to say I'm amazed.
I have bought and read literally dozens of marketing, sales, and internet marketing books, and this is head and shoulders above the lot with one exception (getting everything you can out of all you've got by Jay Abraham is in the same league as this book - I highly recommend buying both of them).
The author truly is an expert in his field, my recommendation is that you don't just buy and read this book, but read it a few times, digest what it has to say, and then do it!
Ten out of ten from me.
We work in a very competitive niche offering online services, and it's often treated with scepticism by potential customers because of the number of charlatans out there.
Basically we revamped the website, based the content around what the author recommends, and our sales have gone through the roof - literally.
Previously we were proud of the fact that most of our business came from word of mouth recommendations. We only took probably one new customer every 3 months from the website.
The first full month after implementing what was advised in the book we've taken 6 new customers on board, and still have some that we're in discussions with.
Thats around 18 times more business than we'd usually see from the website (and will end up being even higher if some of the other enquiries turn into customers - which I'm sure they will), a massive increase, and now most of our business most definitely will be coming off the website - it's totally transformed our business and I have to say I'm amazed.
I have bought and read literally dozens of marketing, sales, and internet marketing books, and this is head and shoulders above the lot with one exception (getting everything you can out of all you've got by Jay Abraham is in the same league as this book - I highly recommend buying both of them).
The author truly is an expert in his field, my recommendation is that you don't just buy and read this book, but read it a few times, digest what it has to say, and then do it!
Ten out of ten from me.
1 of 1 people found the following review helpful
Format:Paperback
Combines most of the best points from the leading advertising books out there and manages to add some new stuff too. Very clear and easy to read with very little jargon. The author's style makes it an enjoyable as well as practical read. I highly recommend this book.
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