Читать книгу Outrageous Advertising That's Outrageously Successful - Bill Glazer - Страница 9

Foreword by Dan Kennedy

Preface

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 OUTRAGEOUS 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 Sequentially Until They Buy

learn to think differently

increase results…double your response!

dean killingbeck’s cold birthday mailing

connecting the dots

farmers merchant 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

the top 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…the worst number in marketing

diversity leads to stability

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”

Bonus