Category Archives: Classics

Posts with ideas and reprints from the classics of propaganda, covert persuasion and influence, marketing, advertising, and sales.

Cialdini Social Proof or Hotchkiss Imitative Suggestion?

In 1924 a George Burton Hotchkiss copywriting book suggests that people use social proof in ad copy but calls it “imitative suggestion”. Are imitative suggestion and social proof the same and are they a form of hypnosis? Continue reading

Posted in Cialdini, Classics, Covert Hypnosis, Covert Marketing, Covert Persuasion, Egg Head Research, George Burton Hotchkiss, Hypnosis, Hypnotic Phenomena, Imitative Suggestion, Mind Control, Persuasive Techniques, Robert Cialdini, Social Psychology | Tagged , , , , , , , , , , , , , , , , , , , | 8 Comments

The Greatest Ad Swipe Ever – Martin Conroy’s Inspiration

Denny Hatch claims that the Wall Street Journal “Two Young Men” letter by Martin Conroy generated over $1 billion in revenues and ran for 28 years. Find out what ads Martin Conroy used as models to craft this powerhouse letter and how you can use the same source he used to become a great copy writer. Continue reading

Posted in Ad Men, Classic Advertisements, Classics, George Burton Hotchkiss, Persuasive Writing | Tagged , , , , , , , , , , , , , , , , , , , , , | 27 Comments

Every Sale is Merely the Creation of Value

A sale is made at the moment the prospect’s desire for your product outweighs, in his eyes, the value of the continued possession of the amount of money involved. Bill Barnhart’s classic ideas on how a salesperson’s job is to create value in the mind of the prospect. Continue reading

Posted in Classic Salesmanship, Classics | Tagged , , , , , , , , , , , , , , , , , , , , | 6 Comments

Plato’s Cave

“Behold! human beings living in a sort of underground den, which has a mouth open towards the light and reaching all across the den; they have been here from their childhood, and have their legs and necks chained so that they cannot move, and can only see before them; for the chains are arranged in such a manner as to prevent them from turning round their heads. At a distance Continue reading

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A Forerunner to the Wall Street Journal’s "Two Young Men" Ad

From 1999 till 2005 I ran a discussion group with many of today’s top marketers and copywriters.  Not only did we exchange great ideas but also great finds.   In 2003 I happened upon what seemed to be a predecessor of the “Two Young Men” ad that the WSJ has consistently used.

This ad was printed in 1919.
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Posted in Ad Men, Classic Advertisements | Tagged , , , , , , , , , , , , | 1 Comment