Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 9
Contents
Оглавление1) Take The OUTRAGEOUS Path To OUTRAGEOUS Success
the path less traveled, think differently
OUTRAGEOUS produces results from … everyone
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
3) Applying OUTRAGEOUS Advertising
who cares why it works; it works!
selling the statler brothers OUTRAGEOUSLY
an OUTRAGEOUS sign selling results not products
automotive training institute mailing
the bill glazer $100 business card
7 steps to apply OUTRAGEOUS advertising in your business, career, and your life
4) Using The Most Powerful Tool - Direct Mail
genuine imitation official-looking envelope
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
7) Harnessing The Power Of Testimonials
accu-tax advertisement in a community supplement newspaper
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
connecting the premium to the OUTRAGEOUS campaign
premiums as part of more than one offer
premiums to increase referrals
9) Reminding Sequentially Until They Buy
increase results…double your response!
dean killingbeck’s cold birthday mailing
farmers merchant bank campaign
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
the many sources of ethical s&d
example #1 - the crayon letter
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
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
12) Sampling Some Really Outrageous Ideas
no limit to how OUTRAGEOUS you want to be?
the wizmark interactive urinal communicator
the b2b “foot-in-the-door” mailer
13) Putting All The Pieces Together
one…the worst number in marketing
realizing the business you’re in
the bob davidson ford campaign
the infusion software campaign
the glazer-kennedy super conference campaign
Appendix A - The 100 Greatest Headlines Ever Written
Appendix B - Holidays To Inspire You
Appendix C - “Out To Save The Retail World From Mass Destruction”
