My Life in Advertising - notes fr. Ch. 2 & 3
condensed notes:
Ch. 2 - Lessons in adv and selling
vinegar bitters. peoples feelings and preconceptions to products. ex. medicine must be horrible to be effective. cure worse than the disease.
compare results. 1st experience wi traced results
silver polish. sold 1 in 10 by merely talking. but if demonstrate nearly all bought. samples.
use of samples. selling without hard.
street fakers. methods and theories. never sold w/o demonstration. dramatic way prod do.
<dig up my index card: re: ron popeil method fr Gladwells “the pitchmen”>
coupons. nothing else has done so much to make me a factor in advertising. simple. natural. doing what ever salesman, canvasser & faker.
job; bookseller/entrepreneur. allen pinkerton.
revelation. pet projects. bd of directors. urged to make tests, feel public pulse. people never judged by ourselves. or gray hair bds deciding what housewives want.
higer ascend the farther away fr. ordinary humanity.
success through ordinary humanity.
pg.26 school a handicap.
***evidence to sell creates resistance.***
impulses of majority. a man who understands human nature.
natural impulses. real humanity.
good adv is ordinary. plebian. ordinary humanity counts.
chief reqmnts in adv. canny. economical. thrifty. suspicious.
Ch. 3 - My Start in business.
memorized entire bible versus. age 7 wrote sermons and typeset them. preached at 18, student in ministry. final sermon…his mom denounced him.
dealt with very simple people. and new their natural instincts and reactions.
considered business as a game, and play it as a game.
pg 35. spring lake via muskegon at 18. fruit farm. “Mr Stick-to-itiveness”
crisis in career. saver/worker preference of men who control opportunities.
Grand Rapids. Swensburgs Business College. studied bookkeeping.Grand Rapids Felt Boot Company. met mr bissell - bissell carpet sweeper company.
appeals. mr. bissell. <learned struggle and poverty didnt sway mr. bissell (good for a fellow) but having pie struck a chord with him…and got claude a job.
