You Can Make $185,000 With the World's Oldest Book on Sales
How You Can Apply Scientific Advertising, Now
The longer lived the agency, the more intellectual property it has. Or should have. The more hallowed the halls, the more laws and tricks for success should be standard habit. And while the digital revolution continues, it belies this fact ... that new is not always better.
“The lack of those fundamentals has been the main trouble with advertising of the past. Each worker was a law unto himself. All previous knowledge, all progress in the line, was a closed book to him. It was like a man trying to build a modern locomotive without first ascertaining what others had done. It was like a Columbus starting out to find an undiscovered land.”
That was in 1923. Today we navigate much like Columbus. We spy the New World, but whichever continent this is, it will be made hospitable only with established methods.
“Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization's equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods.”
Here are a few laws we can draw:
- If you’re in an old organization find those who have come before you and learn from their work.
- If you’re in a new organization be the person who is discovering ideas that have preceded you and strive to implement them.
- If you’re looking for an agency make sure they have people doing 1 or 2, because their employees will be working more efficiently with deeper principles that will help you sell more....
...You can start by reading the world’s oldest book on advertising.
Next Week ... Chapter Two: Just Salesmanship
“There is one simple way to answer many advertising questions. Ask yourself, ‘Would it help a salesman sell the goods?’ ‘Would it help me sell them if I met a buyer in person?’ A fair answer to those questions avoids countless mistakes...”