by Paul Simister
on December 12, 2015
The full title of this classic book by Joe Sugarman is
“Triggers: How to Use the Psychological Triggers of Selling to Motivate, Persuade & Influence“.
In my review posted on Amazon.co.uk, I rated the book as Five Stars. This means I think it is Excellent and is Very Highly Recommended. I don’t give many Five Star Ratings.
It explains the 30 psychological factors that help the customer to buy
Triggers is a terrific book by Joe Sugarman, one of the leading direct marketers in the world who has used these factors over many years to make a fortune in direct response mail order advertising.
In fact I wish that I had read it years ago. The book is beautifully written with each chapter focused on one psychological trigger with explanations of how the factor can be used in copywriting/print and in a direct, face-to-face selling environment. [continue reading…]
by Paul Simister
on December 11, 2015
The full title of this book by Dan Kennedy is
“The Ultimate Sales Letter: Boost your sales with powerful sales letters, based on Madison Avenue techniques“.
In my review posted at Amazon.co.uk, I gave the book a Five Stars rating. This means I think it is Excellent.
Here is my book review.
My copy shows plenty of signs of use and that’s probably the strongest recommendation I can give.
When I look at my copy of this book, it shows all the signs of use – the spine cracked, various sections underlined in different colours, others asterisked and there are comments in the margin.
This is a book I go back to when I am preparing to write a sales letter because it is a) very good and b) very well organised. [continue reading…]
by Paul Simister
on May 22, 2013
The Brain Audit : Why Customers Buy
(And Why They Don’t) by Sean D’Souza
Book Review rating – 5 Stars
The Brain Audit by Sean D’Souza is an excellent book about creating a compelling sales message that appeals to your buyers brains without resorting to sleazy tactics.
The Red Bags Metaphor
At the beginning of the book, Sean sets up his copywriting system with a powerful metaphor.
Imagine going to the airport with seven bags and checking them in. You get on the flight and land. After passport control you make your way to the luggage carousel or conveyor belt.
Sean’s question is…
“When do you walk away?” [continue reading…]
by Paul Simister
on May 21, 2013
Tested Advertising Methods by John Caples
Book Review Review – 5 Stars
Tested Advertising Methods : Fifth Edition by John Caples and revised by Fred E. Hahn is considered to be a direct response marketing classic.
John Caples was a naval engineer turned advertising man, and like all engineers, he thrived on feedback and analysis.
The only thing that interested him was advertising that sold and he systematically tested small changes to see if he could find things that worked even better.
The great thing about testing when it’s done properly is that, whatever the results, there are lessons to be learnt. [continue reading…]
