*A Book Review*
Outrageous Advertising That's Outrageously Successful
By Bill Glazer
by Michael C. Gray
September 4, 2009
Most advertising for small businesses today is boring! Prospective customers are bombarded with thousands of marketing messages every day, most of which generate a "So what?" response.
Many ads are like business cards – name rank and serial number. So what?
Others are copies of ads for other companies in the same industry. Why should I choose your business instead of theirs?
Then there's the "mystery" ad. After you see or read the ad, you ask, "What are these people selling?"
Bill Glazer is an amazingly creative student and practitioner of advertising. In 1995, he was first exposed to direct response advertising at a Success seminar by speaker and marketing guru Dan Kennedy. Bill started applying the ideas to his menswear business, with phenomenal success. Some of his ads have generated more than $1 million in sales.
One of his mailings won the Multi Media RAC Award at the 2002 Retail Advertising Conference. There were 500 entries, including some from major companies. By the way, the letter was in Bill's handwriting, including "messy" inserts and crossouts and hand-written coupons!
Bill became a "marketing guru," first to the menswear industry, then to the retail industry. Then Dan Kennedy offered to sell to Bill Glazer his marketing newsletter and training business, forming Glazer-Kennedy Insider's Circle, LLC. Bill closed his menswear stores and went into the information marketing business full time.
In Outrageous Advertising, Bill Glazer explains step-by-step how he develops his exceptional ads. More importantly, the book includes examples by Bill and others that the reader can use for inspiration in making their own ads. As a bonus, people who buy this book can send for a CD with 108 examples of "outrageous" ads in color.
One "outrageous" technique is "grabbers" – items that make the envelope "lumpy" to evoke curiosity so the recipient opens the envelope.
Another is "outrageous" photographs of Bill in a Superman suit, behind bars or in a strait jacket. ("My accountant thinks I'm crazy to make this unbelievable offer to you!")
How about a letter in crayon written by your children or grandchildren?
Small business owners (and big business marketers) will find a gold mine of ideas in this book for the outrageous investment of $19.95! How can you refuse an outrageous offer like that?
Buy it on Amazon: Outrageous Advertising That's Outrageously Successful: Created for the 99% of Small Business Owners Who Are Dissatisfied with the Results They Get.
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