Оглавление
Bill Glazer. Outrageous Advertising That's Outrageously Successful
Acknowledgments
Foreword
PREFACE
Contents
1) Take The OUTRAGEOUS Path To OUTRAGEOUS Success
the path less traveled, think differently
OUTRAGEOUS yet systematic
translating to other media
OUTRAGEOUS produces results from … EVERYONE
ideas are in every industry
ideas are everywhere
defining results
2) Defining Advertising And The Three Possible Responses
this is direct response, NOT BRANDING
GOOD NEWS!!! often direct response leads to branding
yellow pages: a yellow brick road
three piles of advertising
yes or no – or maybe later
options equal opportunities
options equal profits
3) Applying OUTRAGOUS Advertising
who cares why it works; it works!
OUTRAGEOUS works everywhere
help wanted OUTRAGEOUSLY
OUTRAGEOUS in vegas
selling the statler brothers OUTRAGEOUSLY
an OUTRAGEOUS sign selling results not products
OUTRAGEOUS on the radio, #1
OUTRAGEOUS on the radio, #2
automotive training institute mailing
the bill glazer $100 business card
stand out or get thrown out!
7 steps to apply OUTRAGEOUS advertising in your business, career, and your life
4) Using The Most Powerful Tool – Direct Mail
why use direct mail?
who wants YOUR mail?
unusual-looking mail
genuine imitation official-looking envelope
wallet mailer
invitation mailer
dimensional mail
mini-trashcan mailing
coconut mailing
the tube mailer
5) Presenting Critical Components
essential direct-response element #1: headlines
headlines for all kinds of advertising
essential direct-response element #2: the offer
essential direct-response element #3: deadlines
the gage million-dollar-bill mailer
canfield’s sporting goods advertorial
the automotive training institute advertorial
the gage menswear placemat letter
6) Going The Extra Mile For Extra Money
response boosters
personalize it
double readership path
puzzle piece mailer
rubber band mailer
photos & illustrations
bill behind bars
illustrations - no b.s
copydoodles
7) Harnessing The Power Of Testimonials
why you need testimonials
how to get testimonials
people are skeptical
how to present testimonials
in all media
testimonials in action
The coin mailer
Accu-Tax advertisement in a Community Supplement Newspaper
gage 56th anniversary sale
free wallet coupon in the gage nickel mailer
scott tucker’s “babe” tear sheet mailing
8) Using Premiums To Skyrocket Response
the perceived value of premiums
the free $20 umbrella
the “your-choice” premium
connecting the premium to the OUTRAGEOUS campaign
brown bag mailer
film processing mailer
premiums as part of more than one offer
Premiums to Increase Referrals
9) Reminding Sequent Until They Buy
learn to think differently
increase results… double your response!
dean killingbeck’s cold birthday mailing
connecting the dots
farmers & merchants bank campaign
how many in the sequence?
diversity leads to stability
thanksgiving sequence
what i did in 2000; taking advantage of a news event
specifically targeting lost customers
the gage lost customer campaign
10) Swiping Ideas And Deploying Them Into Your Business
first, avoid unethical s&d
the many sources of ethical s&d
the top three sources to s&d
example #1 - the crayon letter
example #2 - omaha steaks
example #3 – x-ray mailing
example #4 - pill bottle mailing
example #5 - file folder mailing
11) Celebrating Holidays & Special Occasions
why people respond better to holidays & special occasions
the power of the anniversary promotion
thetop four holidays
yanik silver’s succinct marketing planning calendar
example #1 - valentine’s day taj mahal postcard
example #2 - ben glass’s 4th of July wallet mailing
example #3 - yanik silver’s Halloween campaign
example #4 - the count glazula glazer-kennedy halloween promotion
example #5 - royalty rewards program by rory fatt
example #6 - b2b marketing using oddball holidays
example #7 - gage memorial day ad
example #8 - gage leap day ad
12) Sampling Some Really OUTRAGEOUS Ideas
no limit to how OUTRAGEOUS you want to be?
OUTRAGEOUS … OUTRAGEOUS ideas
the wizmark interactive urinal communicator
the b2b “foot in the door” mailer
the payroll pro cruiser
the half-birthday campaign
scent mailing
your own postal stamp
fortune cookie
13) Putting All The Pieces Together
ONE … theworst number in marketing
diversity leads to stability
realizing the business you’re in
the bob davidson ford campaign
bob davidson ford/lincoln/mercury voice broadcast script:
the infusion software campaign
the glazer-kennedy super conference campaign
a three-phase campaign
PHASE 1
PHASE 2
PHASE 3
OUTRAGEOUS. Appendix A:
the 100 greatest headlines ever written
the 100 greatest headlines ever written:
OUTRAGEOUS. Appendix B:
holidays to inspire you
Holiday List:
OUTRAGEOUS. Appendix C:
