Tesra

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Halbert Newsletter Archives

The All-Star Audio Series Is An Audio Version<br>Of The Gary Halbert Newsletter Series<br>(Every Track Contains Extrodinary<br>Never Before Released<br>Extended …

Chapter 21

Good business<p>A rapid stream ran by the writers boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, …

Chapter 20

A name that helps<p>There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, …

Chapter 19

Letter writing<p>This is another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every …

Chapter 18

Negative advertising<p>To attack a rival is never good advertising. Don't point out others faults. It is not permitted in the best mediums. It is never …

Chapter 17

Individuality<p>A person who desires to make an impression must stand out in some way. Being eccentric, being abnormal is not a distinction to covet. …

Chapter 16

Leaning on dealers<p>We cannot depend much in most lines on the active help of jobbers or of dealers. They are busy. They have many lines to consider. …

Chapter 15

Test campaigns<p>Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. That is the way to answer them, not by …

Chapter 14

Getting distribution<p>Most advertisers are confronted with the problem of getting distribution. National advertising is unthinkable without that. A …

Chapter 13

Use of samples<p>The product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, …

Chapter 12

Strategy<p>Advertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out to capture others citadels or …

Chapter 11

Information<p>An ad-writer, to have a chance at success, must gain full information on his subject. The library of an ad agency should have books on …

Chapter 10

Things too costly<p>Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should …

Chapter 9

Art in advertising<p>Pictures in advertising are very expensive. Not in cost of good art work alone, but in the cost of space. From one-third to …

Chapter 8

Tell your full story<p>Whatever claims you use to gain attention, the advertisement should tell a story reasonably complete. If you watch returns, you …

Chapter 7

Being specific<p>Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, "Best …

Chapter 6

Psychology<p>The competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to …

Chapter 5

Headlines<p>The difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He …

Chapter 4

Mail order advertising - what it teaches<p>The severest test of an advertising man is in selling goods by mail. But that is a school from which he must …

Chapter 3

Offer service<p>Remember the people you address are selfish, as we all are. The care nothing about your interests or your profit. They seek service for …

Chapter 2

Just salesmanship<p>To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is …

Chapter 1

How advertising laws are established<p>The time has come when advertising has in some hands reached the status of a science. It is based on fixed …