Drew Eric Whitman - Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

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Table of Contents

Copyright 2009 by Drew Eric Whitman

All rights reserved under the Pan-American and International Copyright Conventions. This book may not be reproduced, in whole or in part, in any form or by any means electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system now known or hereafter invented, without written permission from the publisher, The Career Press.

CASHVERTISING
EDITED AND TYPESET BY KARA REYNOLDS
Cover design by The DesignWorks Group
Printed in the U.S.A. by Book-mart Press

To order this title, please call toll-free 1-800-CAREER-1 (NJ and Canada: 201-848-0310) to order using VISA or MasterCard, or for further information on books from Career Press.

The Career Press, Inc., 3 Tice Road, PO Box 687,
Franklin Lakes, NJ 07417
www.careerpress.com

Library of Congress Cataloging-in-Publication Data Whitman, Drew Eric.

Cashvertising : how to use more than 100 secrets of ad-agency psychology to make big money selling anything to anyone / by Drew Eric Whitman. p. cm.

Includes index.

ISBN 978-1-60163-032-2

1. AdvertisingPsychological aspects. 2. MarketingPsychological aspects. I. Title.

HF5822.W47 2009

659.1019--dc22

2008030819

Want Better Results From Your Advertising? Ad expert Drew Eric Whitman says:

Ill teach you more about how to create powerfully effective
moneymaking advertising than your competitors will know in their
entire careers guaranteed !

Dear Friend: Did you ever see a magician saw a lady in half? A sword swallower gobble down a 28-inch blade? A swami walk barefoot over a bed of fiery coals? These tricks are amazing. Mind-boggling. And seemingly impossible. But the truth is, if you knew the secrets behind them, you could do them too.

Creating Effective Advertising Is No Different!

Because, just as do those uncanny magicians, todays advertising experts have special tricks of their own. They use consumer psychology , powerful methods that influence people to read their ads, and buy like crazy. In fact, New Yorks biggest ad agencies use these tactics every day. And it doesnt matter what their clients sell; these tricks work for every business. Plus, theyre 100 percent legal, ethical, and powerful.

Best of all...

If Youre Ready to Learn the Secrets...
Im Ready to Teach You!

Invest a few tax-deductible dollars in this fun, fast, and easy-to-read book. In these fast-reading pages, I arm you with techniques that can help make your competition virtually disappear. I teach you how to turn weak, ineffective ads, brochures, sales letters, flyers, e-mails, and Websites into psychologically potent money-makers that help boost your business fast . No special skills are required. And most tricks cost nothing to use. Once you know the secrets, its easy!

Meet you inside!

Drew Eric Whitman

P.S. I knew youd read this P.S. How? Because the P.S. is one of the most important parts of any sales letter, and its often read first, before the body copy. Always use the P.S. to restate your offer here. Repeat your contact information, and push your prospect to take action! Now, turn the page and start reading!

To my loving parents, Bob and Eileen, for fostering my
childhood passion for advertising and business...even
when I should have been doing my homework.

To my wonderful wife, Lindsay, for supporting my creative
ideas, wacky plans, and off-beat business ventures that
often keep me awake until dawn.

To Gary Halbert, the Prince of Print, for helping me develop
my voice when I was a mere copy cub.

To John Caples, who taught me the definition of
great advertising.

To Walter Weir, whose dedication and personal
instruction helped me land my first agency
copywriting job in 1984.

And to all who find value in what I do.

Thank you.

Drew Eric Whitman, July 2008

Preface

Trash, trash, trash!

Thats how I describe 99 percent of todays advertising. Its dumb. Boring. Weak. Not worth the paper its printed on.

Am I angry? No. Realistic? Yes. But dont just take my word for it. Look in your trash can. How much of the nonsense you get in the mail winds up there before you open it? How much of what you do open ends up in the same place before you finish reading the first few lines? How many TV commercials have convinced you to buy? How many e-mails have persuaded you to spend money? How many Websites have bored you to tears?

I rest my case.

The Bottom Line: The Goal of Advertising Is to Get People to Act

Whether you want them to ask for more details, shoot you some cash via PayPal, or whip out their Visa, its action that makes advertising pay off. Because advertising is not journalism. Its not news reporting. As a journalist, your job is to report what happened. You dont need people to respond to succeed. Your primary interest is that theyre accurately informed and somewhat entertained.

When you write advertising , on the other hand, you want people to do more than just read. You want them to do more than simply say, Wow...great ad! and then toss it into the kitchen trash on top of the grapefruit skins. No. You want people to act now , to place an order or request information thats designed to persuade them to order. Lets not kid each other, we advertise for one reason: to make money. Period.

Do you know why most advertising today is so lousy? Its because most people in advertising today dont know a damned thing about what makes people buy. Believe it or not, its true. They like to be cutesy and clever. They like to win awards for creativity that do nothing more than boost their egos and waste thousands of dollars for their clients. Most advertisers (and their agencies) dont know how to capture peoples imagination, and make them want to open up their wallets and spend money. When I asked my mentor, advertising great Walter Weir, Why is most advertising today so lousyeven the ads put out by giant and successful companies? He replied in his deep, radio announcer-like voice, Drew, they simply dont know any better.

Thats why I wrote this book. To pierce the veil of silly nonsense and costly myths. To pull off the blinders worn by so many well-meaning but terribly misinformed businesspeople who are scratching their heads wondering why their crippled horsestheir poorly constructed ads, brochures, sales letters, e-mails, and Websitesarent winning races.

Ninety-nine percent of advertising doesnt sell much of anything.

David Ogilvy, founder, .Ogilvy & Mather Advertising Agency

How to Read This Book: Advice From the Masters

Some time ago, an American reporter traveled to Tibet to interview a wise old Zen master. When the two sat down for tea, instead of letting the Zen master do the talking, the reporter began to brag about all the things he knew about life!

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CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone

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