Hi ,<br />
<br />
Welcome to this issue of e*Vision! <br />
Volume IV - Issue 2004-12-07<br />
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The e*Vision ezine is specifically focused on the online <br />
marketing of information products. We hope you find the <br />
information presented in The e*Vision ezine valuable, <br />
and that it helps bring you online success.<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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Hi ,<br />
 <br />
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<br />
Warmly,<br />
 <br />
Tom Hua<br />
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          >>>> >>>> Featured Article <<<< <<<<<br />
Lost Genius Reveals How to Write Sales Materials that Sell <br />
        By Joe Vitale - <a href="http://ustoday.net/hyp.html" target="_blank">http://ustoday.net/hyp.html</a><br />
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 <br />
Bruce Barton was a celebrity in the 1920s. He was a<br />
bestselling author, confidant to presidents, master<br />
copywriter, philanthropist, congressman, and co-founder<br />
of the largest advertising agency in the world, BBDO.<br />
He helped five men become US Presidents. He wrote a<br />
fund raising letter that got a 100% response. The only<br />
book ever written on Barton and his ideas is The Seven<br />
Lost Secrets of Success. I recently discovered Barton's<br />
six points for writing ads, which he probably delivered<br />
in a speech in the early 1930s. Here they are, as Bruce<br />
Barton himself delivered them: <br />
<br />
1. The theme. "A lot of time and money is wasted by<br />
our failure to think through and get a theme before we<br />
start. The theme ought to be based on two<br />
principles---first, that a man is interested in<br />
himself; second, that he is interested in other people.<br />
Our formula for Every Week (magazine) was Youth, Love,<br />
Success, Money, and Health---all things in which people<br />
are vitally interested." <br />
<br />
2. Interesting headlines. "I think any public notice I<br />
may have had has come from titles. Nobody was more<br />
surprised than I when The Man Nobody Knows became a<br />
best seller. The title is what sold the book."<br />
Barton also mentioned that when he edited magazines, he<br />
often used provocative titles to stir up controversy<br />
and interest. Examples included, "Why I never hire any<br />
woman under 30," "How my wife has hindered me in<br />
business," and the other side of the question, "How my<br />
wife has helped me in business." These interesting<br />
headlines guaranteed readership. <br />
<br />
3. The visualization. Barton didn't elaborate on this.<br />
<br />
But I'm sure he was referring to the layout of any<br />
sales piece. He once said, "A picture is worth two<br />
pages of type, and a headline is worth almost all the<br />
rest of the ad put together." For Barton, the<br />
illustration, headline, and body copy made up the<br />
layout, or visualization, of any sales piece. <br />
<br />
4. The copy. "The introduction can be eliminated<br />
almost always. The mind starts cold when you begin to<br />
write, and you don't get into high until the second or<br />
third paragraph. Cut out the introduction, and then you<br />
have a good hot start.<br />
"Another elementary fundamental of advertising is to<br />
make the copy fit the space. To this day, I never write<br />
a piece of copy without counting the words. The<br />
picture, the headline, and the layout should be set<br />
before you begin the copy. To me, writing the copy<br />
before you have visualized the layout is backwards." <br />
<br />
5. Adjectives. "After you finish a piece of copy, go<br />
back and cut out all the adjectives. Henry Ward<br />
Beecher's father was once chairman of a committee to<br />
draw up resolutions on slavery. One sentence in his<br />
resolution read: 'It is an outrage.' Some one suggested<br />
that it should read: 'It is a terrible outrage.'<br />
Beecher said that was the way he had it in his first<br />
draft, but he had cut out the word 'terrible' for the<br />
sake of emphasis.<br />
"Adjectives are like the leaves on a switch. They make<br />
the switch look pretty, but if you want to hit a blow<br />
that will cut, you take off the leaves. Literature that<br />
cuts has very few adjectives. The greatest things in<br />
life are expressed in one-syllable words---love, hate,<br />
fear, home, wife, child." <br />
<br />
6. A purpose. "We should never write an ad without the<br />
idea that something is going to happen. What do we want<br />
the reader to do? Write with the conviction that he is<br />
going to do something when he gets through reading---go<br />
to the store and buy; clip the coupon and mail it. And<br />
remember the power of the direct command. Don't say,<br />
'If you would like this beautiful booklet, we will be<br />
glad to send it.' Say, 'Sit down right now and fill in<br />
this coupon.' People want things made easy; they want<br />
you to make up their minds for them." <br />
 <br />
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Learn to Create Websites that Hypnotize Your Prospects… <br />
and COMMAND them to buy! Hypnotic Websites, Hypnotic Email <br />
Messages, Hypnotic PR… Dr. Joe Vitale shows you step-by-step <br />
how to create marketing that literally tricks your prospects <br />
into obeying your every command. Click here for access: <br />
<a href="http://ustoday.net/hyp.html" target="_blank">http://ustoday.net/hyp.html</a><br />
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     <br />
   <br />
=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=<br />
Script Wiz with 100% RESELL RIGHTS… That's correct! <br />
Buy Script Wiz for $10.99 and get 100% resell rights <br />
so that you can sell the service and earn 100% profit. <br />
<a href="http://ustoday.net/ten99.html" target="_blank">http://ustoday.net/ten99.html</a><br />
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               <br />
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            >>> >>> eBook of the Week <<< <<<<br />
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The e*Vision eZine is published by Tom Hua <br />
Copyright (c) 2004, all rights reserved. <br />
No portion of this publication may be reproduced <br />
or transmitted without the express written consent <br />
of the publisher or contributing editors and or writers. <br />
<br />
DISCLAIMER: We disclaim any liability for the use of <br />
Any contributed information contained herein.<br />
<br />
I hope you've enjoyed this issue of the e*Vision ezine. <br />
Please let me know if you have any questions, suggestions <br />
or requests.<br />
<br />
All the Best, until next time!<br />
<br />
Tom Hua - Editor & Publisher<br />
<a href="mailto:tom@UStoday.net">tom@UStoday.net</a><br />
Hitech United Australia Pty Ltd<br />
380 Johnston Street, Abbotsford, Victoria 3067, Australia<br />
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Read ALL Past Issues at == <a href="http://ustoday.net/evision/" target="_blank">http://ustoday.net/evision/</a><br />
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