We now return to Maxwell Sackheim. Sackheim is also renowned for founding the “Book-of-the-Month” club. Therefore, what can you gain from Sackheim’s Book-of-the-Month club? More than you may believe. People are lazy. It is difficult to motivate individuals to take any form of action. Consequently, a large portion of advertising employs deadlines and limited-time incentives. This human propensity was utilized to Sackheim’s benefit. Every month, members of his book club would be notified of the book selected for that month, and unless they said otherwise, the book would be shipped to them. Clever!
The concept was created by Sackheim, and today every “of the month” club functions similarly. Have you encountered this?
If you’re thinking, “This wouldn’t work for me” or “My business is truly unique,” then you’re missing the purpose and lacking creativity.
Your organization can utilize Sackheim’s “Negative Option Plan.” If you have a web-based business, for instance, you may create a membership or subscription site that generates recurring, monthly revenue.
Your clients’ credit cards can be charged monthly for membership renewal. Lazy individuals will seldom cancel their memberships, providing you with a solid source of ongoing cash.
The Negative Option Plan of Sackheim compels individuals to terminate their subscriptions. Many are simply not motivated. You may utilize this small amount of human psychology. Obviously, you must deliver a product or service that is of high quality and offers good value.
In 1917, Sackheim met Victor Schwab, a young man he recruited as his private secretary. Working alongside Sackheim, Schwab quickly emerged into a competent copywriter.
Maxwell Sackheim also authored an excellent marketing book titled “My First Sixty Years in Advertising” This book is no longer in print, as are the majority of these masterpieces; nevertheless, if you are interested in the writings of Maxwell Sackheim, you may purchase “Billion Dollar Marketing” by Jerry Buchanan. This should be available at your local bookshop or on Amazon.com.
In a manner analogous to the “character” formula, the “open letter” method is utilized.
A.W. Shaw, a publisher, amassed 5,063 letters that generated substantial sales for their authors in 1921. The publishers selected 72 letters from this list for publication. These 72 were dissected and analyzed. Consequently, they published “72 Letters and What Made Them Pay”
This book covers chapters on letters that open doors, improve sales, and convert prospects into friends, as well as letters for many other situations. 72 in total.
There are instances of letters with 18 to 20 percent response rates. Letters with a 61 percent return rate. What would you pay for such returns?
Consider this example: “There is a man in Boston who makes his living in an unusual manner.”
Who wouldn’t be intrigued by this? As a result, they continue reading the remainder of the letter.
Even if you must give something away to get a prospect to respond, the message must still be successful.
The preceding starting phrase contained a sufficiently effective “hook” to encourage the reader to continue. However, the letter had to eventually expose the “Big Idea.” Suffice it to state that this letter did produce results (a 61 percent return), and that the letter’s persuasive power makes it worthy of investigation.
“72 Letters and What Made Them Pay” can assist you in composing a compelling letter for any occasion, regardless of your industry. This book is available at http://LongLostMarketingSecrts.com.
1923 In Philadelphia, John Orr Young and Raymond Rubicam founded Young and Rubicam.
1928 BDO and Garry Batten Co. unite to establish BBDO with $32 million in billings.
1928 After Sackheim decided to “call it a day,” Victor Schwab and his partner took over Sackheim’s agency. He was responsible for developing advertisements for the courses of Dale Carnegie, Charles Atlas, and Sherwin Cody (as was Sackheim).
His notable writings from the 1930s included the best-selling classic “How to Win Friends and Influence People.”
He authored a series of essays titled “How to Write a Good Ad” and presented a five-step technique.
His series of essays was eventually compiled into a book titled “How to Write an Effective Ad.”
1930 Professor James Webb Young utilized his class notes to write his first book, “How to Become an Advertising Man.”
1930 Advertising Age is first introduced in Chicago
1934 Robert Collier was a second master author. He moved to New York to join his uncle’s publishing firm. His initial achievements were selling tens of thousands of copies of the Harvard Classics. These volumes were compiled by Dr. Eliot of Harvard and marketed by Collier as the “Famous Five-Foot Shelf of Books.”
Collier envisioned penning a series of books on psychology. He toiled day and night to complete them. The titles of the volumes were “The Secrets of the Ages.” He went on to publish further self-help titles and books and sold over 300,000 copies of this title.
He was a prolific writer, but he excelled at drafting persuasive sales letters.
He authored the now-famous “The Robert Collier Letter Book” in 1934.
Here are few of his sales letter writing secrets.
Collier gained notoriety for a particular letter. His letter titled “Will you do me a favor?” When he heard about a manager who asked one of his competitors for a favor to learn how to handle clients who took advantage of their conditions, he devised this notion. And this method was essential in bringing the two firms together.
Collier believed that this strategy may work effectively in print. He was correct!
His message contributed to the sale of 20,000 raincoats and over a dozen additional items.
The letter offers some powerful psychological concepts.
Additionally, individuals like assisting others. As Collier observed all those years ago, people like expressing their ideas.
If you conduct your business offline, solicit feedback through direct mail or letters.
Polls are an effective strategy for online businesses. If they are not quite ready to purchase, they certainly like expressing their ideas.
It gets much more effective if you give them something for nothing in exchange. Something of worth, such as a report with helpful information. However, anything you provide them must be beneficial.
You may be thinking that his letter was written more than seven decades ago. Surely, this method is obsolete. Believe so?
Robert Collier was asked to select his 15 most powerful and mesmerizing letters just before his death in 1950. These were assembled and marketed under the title “Robert Collier’s Million Dollar Sales Letters.”