Utilize Mystic Words to Increase Your Sales

This is the eighth article in a ten-part series on the history of advertising and marketing.

1937 Elmer Wheeler was another master wordsmith from a bygone era.

Elmer Wheeler was a marketing genius who understood that certain words generated significantly more results than other, less effective wording.

He published “Tested Sentences That Sell” in 1937. A nearly forgotten classic, but unquestionably one of the best books on the subject ever written. And here is how he did it.

Wheeler was an advertisement salesman for several newspapers, and it all began when he attempted to convince retailers that an advertisement in one of his publications would drive people to their stores. The retailers were confident of this, but simply having people visit their stores was insufficient – they were not purchasing.

This continues to occur today. Individuals visit stores, receive direct mail, and access websites via the internet. However, very few of them make a purchase.

Probably because the majority of the time, prospects are not provided with a compelling reason to buy.

This could be due to poor salesmanship in bricks and mortar businesses. It is more likely that it is due to poor copy in the case of direct mail and the internet.

Wheeler concluded after careful analysis that the reason people were not purchasing in their stores was because the salespeople were not using the appropriate language.

This prompted Wheeler to establish his eponymous “Word Laboratories.” Perhaps you have heard the adage, “Sell the sizzle, not the steak.” Wheeler, in fact, coined the phrase and followed it up with his first book, “Tested Sentences That Sell.”

Wheeler tested over 105,000 words and phrases on more than 19 million people over the course of ten years. A remarkable feat. The outcomes of which you can benefit from immediately.

This is an incredible resource that can be credited with assisting numerous individuals in reviving their businesses. It belongs in the library of anyone.

Wheeler discovered that you must ask a question to which customers cannot say “no.”

Additionally, Wheeler invented what he dubbed “Wheeler Points.” They number five. Therefore, provide your customers with something or something. It is neither something nor nothing.

All of Wheeler’s principles and demonstrated outcomes are applicable to any business.

1940 Clyde Bedell was not only an exceptional salesman; he was also a university lecturer. He became enraged at his inability to locate a suitable book on persuasive copy. As a result, he chose to write his own.

“How to Write Effective Advertising” became a best-seller.

1940 Each week, James Webb Young contributed an article to ‘Advertising Age.’ All of this was later crammed into a book titled “The Diary of an Advertising Man.”

1945 The novel “The Hucksters” is published and is subsequently adapted into a film. This was a direct attack on the advertising industry and had a detrimental effect.

Doyle Dane and Bernbach is founded in 1949.

1955 Leo Burnett debuts his ‘Marlboro Man’ advertisement. The image of a cowboy transformed this minor cigarette brand into a major seller.

He is widely regarded as the mastermind behind the most successful advertising campaigns.

Along with the Marlboro Man, he is well-known for ‘The Jolly Green Giant,’ ‘The Pillsbury Doughboy,’ and ‘Tony the Tiger.’

According to reports, he stated:

“Simplify Make it unforgettable Make it visually appealing Make it enjoyable to read.”

Leo Burnett “invented” the concept of “inherent drama” in marketing. He believed that every product or service, regardless of how mundane, possessed an inherent quality. Someone must continue to purchase them, and someone must continue to manufacture them, and it is this “inherent drama” that distinguishes the product.

Burnett believed that people are drawn to stories; they want to meet new characters and read about mystery, romance, and anything unusual.

Perhaps this is why he drew so heavily on history and folklore for his characters. He was aware of the triggers that triggered the minds of his prospects.

1957 “The Hidden Persuaders” by Vance Packard becomes a best seller. This is yet another vicious attack on the advertising industry.

1960 Doyle Dane Bernbach’s “creative team” combines copywriting and art design (unusual in the industry) to create the Volkswagen “think small” campaign. A concept that is still relevant today.

1960 Rupert, Koenig and Lois is founded and becomes the first advertising agency to go public in 1962.

1961 Rosser Reeves, chairman of the advertising agency Ted Bates and Co., has published his book “The Reality of Advertising.”

He introduced a revolutionary new concept in this book. Almost as revolutionary as John F. Kennedy’s “Printable Salesmanship.”

He introduced a new technique to the world, which made him famous. “The Unique Selling Proposition,” or USP, as he dubbed it.

Essentially, your USP should succinctly describe a single quality that distinguishes your product or service from the competition.

Your USP should make it easier for prospects to recall your advertising – because they only need to remember one powerful claim.

1963 Clyde Bedell wrote “How to Convert White Space Into Advertising That Sells” in response to popular demand.

1964 Ogilvy, Benson, and Mather merge to form Ogilvy and Mather with London-based Mather and Crowther.

1965 At the age of 55, Rosser Reeves resigns from Ted Bates.

Wells, Reid, and Green were founded in 1966. Mary Wells becomes the first woman to hold the position of director of an advertising agency.

Saatchi and Saatchi was founded in London in 1970.

1986 Needham Harper, BBDO, and Doyle Dane and Bernbach merge to form Omnicom Group, the world’s largest advertising agency.

1987 WPP, led by Martin Sorrel, acquires JWT in the first hostile takeover.

1988 WPP acquires the Ogilvy Group

1993 The Internet becomes commercially available, and 5 million users rush to sign up.

1995 Cordiant is renamed Saatchi and Saatchi.

1997 WPP merges JWT and O&M to form The Alliance, the largest media conglomerate in the United States with $2 billion in billings.

1999 Internet advertising surpasses $2 billion

2003 Advertising on the Internet is estimated to cost $5 billion.

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