I usually don't buy books with covers like this one. It's what it said on it that made me buy. And that is exactly what this book is about. How to tell people how awesome your product or service is and actually give them this urge to buy. No more, no less. And it works.
This book is a gold mine! I made notes on almost every single page.
The best part I liked was on page 184 when he says,
""Advertising is not supposed to be entertainment! You may be entertained by it, but that's not its purpose. It's not a creativity contest. It's not meant to grace the walls of the Louvre in Paris. It's also not poetry, comedy, or a riddle to be figured out. Advertising is not about winning awards for being tricky, off-the-wall, or ingenious. Advertising - plain and simple - is about selling products and services. It's business communication with the goal to increase sales by interesting people enough in a product or service that they ultimately trade their money for it.""
Yowzer! If only the stalwarts of the advertising industry would read this. They'll be up in arms!
But the thing is, this guy's absolutely right. Advertising is about selling.
However...and there is a however, some of the methods he prescribes are quite crass and questionable. I'm all for simplicity in the message but a certain degree of elegance wouldn't hurt, I think.
Ad-Agency Secret #4 - I don't agree with this. While cranking up the scarcity does rake up the sales, what happens when the deadline expires? An honest advertiser would pull the product out of the market. Or at least deploy a ""Back by popular demand"" kind of message. But still, it's such a deception.
Ad-Agency Secret #13 - Adding questions does help to keep the prospect's interest, but for how long? To me, it'll only work well if the prospect is not required to read through massive amount of copy before finally arriving at the answer.
Ad-Agency Secret #26 - This tip says that long copy covers the requirements for both types of readers, i.e. those that do need long copy to persuade them (Ms. Long) and those who do not need long copy to persuade them (Ms. Short). The thing is what if in all that long copy, there's not enough to convince Ms. Short to buy? She's been made to read through a whole load of nothing and all it did is make her turn off from ever reading future communications from the same advertiser.
Ad-Agency Secret #29 - In Ad-Land, editorials are called advertorials. I don't think they work anymore despite Whitman's assertions.
I think for some of Whitman's tips, what works before does not necessarily work now.
Σε αυτό το βιβλίο έχουμε μαζεμένα όλα τα μυστικά από παλιούς γίγαντες του Advertising και Copywriting.
Χρησιμοποιεί πάρα πολύ υλικό από τους παλιούς. Όχι ότι είναι κακό αυτό, αν έχει δει ότι οι συγκεκριμένες τακτικές δουλεύουν. Έχει πιο χαλαρό ύφος από τα βιβλία των Caples, Schwab, Collier κλπ που το κάνει πιο απολαυστικό στην ανάγνωση.
Το μόνο μου πρόβλημα πάντα, με τέτοια βιβλία είναι κατά πόσο δουλεύουν σε χώρες πέρα από την Αμερική. Μια πληθώρα τεχνικών χρησιμοποιεί εργαλεία τα οποία, τουλάχιστον στην Ελλάδα, δεν τα βλέπω να πολυχρησιμοποιούνται ή και να χρησιμοποιούνται ΔΕΝ ειναι πολύ διαδεδομένα.
Στην τελική, πολύ εύκολο στο διάβασμα, δεν πλατειάζει, έχει tips τα οποία χρησιμοποιούνται άμεσα και παρουσιάζει έντονα την ανάγκη να κάνουμε tests και δοκιμές για να βρουμε τι δουλεύει και τι όχι.
Oh my god this book is awful. It did not age well at all.
First off, if you’ve read any other business books or taken a psychology class, you know all this information already.
Second, consumers are influenced in other ways now. While the author encourages advertisers to exploit people’s racism, classism, and ableism, many consumers now - especially young consumers - would never buy a product or service that protects you from “a drug-blitzed thug on the street.”
The author doesn’t speak at all to social media and how that’s drastically changed the market landscape. He contradicts himself by saying, “If you sell big-ticket items, use this method, and if you sell small, inconsequential items (a can of beans, was his example), use this other method.” But he frequently blurs the different methods.
The book is terribly outdated and inspires no confidence in young entrepreneurs. While the Life Force 8 examples are valuable, along with the nine secondary forces that drive our purchasing habits, the approaches to marketing to people by conjuring up images of how a product or service will meet one of their powerful, biologically wired needs, these strategies don’t make sense in 2020.
Save your money and time for a different book, unless you have a time machine that will return you to the 90s and you think you can profit off people from the past.
Reading this book was at times like a slap in the face.
This is a good thing, because it means I actually learned something. I also learned where my preconceptions about copywriting were wrong e.g. brevity is bad.
I've read three ad books (four if you count Cialdini) and this book was probably the best. Probably because the author of this book has done seminars, so he knows where the average person screws up.
It's very information dense making it tough to read. The structure is a bit all over the place.
I query some of the research presented in the book. Some of the research uses surveys, and as Gary Halbert says, people lie. Also wonder whether some of the stuff is out of date. My tablet is pretty high res. Is San serif still the best? Etc.
Conclusion I actually noticed the sales tactic a YouTuber was using today (he's using a fear appeal + a lot of 'you's). I also realised my latest resume is horrible and what I'll need to do to fix it. So this book is already helping me.
My friend recommended me to read this book. Before I have seen this book, I fell in love with its cover already. I truly understand why people bought this book. It's because of the attractive cover and title that I was interested in. As I read, I really learned. I learned the Life Force 8 that really cover the behaviours of all people. I learn the psychology things that made me realize how people think and act in each situation. This book gives a lot of understandable examples and they are really useful in real situation. There are so many secrets I love in this book. I would recommend this book to anyone who is trying to sell their products, or who has to negotiate with their customers, or salesperson who need to make more sales. You will find a lot of strategies that you can use in your case.
Selling is a basic human interaction. Yet, most professionals in advertising and related fields understand very little about what actually drives people to buy. In this short, punchy book, Drew Eric Whitman lifts the shroud of mystery surrounding consumer behavior by explaining some fundamental psychological principles. His well-researched pointers will help you create ads that appeal to customers’ deepest desires and impulses. Although Whitman’s advice is applicable to all modes of advertising, he focuses on print advertising; thus, some readers might wish for more insights on Web copy or broadcasting. Still, getAbstract strongly recommends Whitman’s compelling delivery of crucial advertising advice.
A bit disappointed about the content covered but it was an enjoyable read and it's a very good compilation of marketing tricks and tips.
Marketing is not my area but I decided to give it a try nevertheless. My goal was to get interesting insights on how the ads industry uses psychological bias to influence people, try to get more immune to that, and maybe learn one or two things that I could apply to my daily job as a software engineer.
The biggest issue I see here is that the majority of the book is about printed ads. I was expecting a bigger focus on digital ads, especially taking into account the book is from 2008.
The initial parts of the book was more interesting to me, with a bigger focus on human psychology and how to design ads taking that into account, basic needs, focus on the benefits, not in features, etc.
An enjoyable read overall , just not that interesting for someone outside marketing and probably a bit dated already.
The book is a collection of techniques and hints that can help boost advertising efficiency and sales for almost anything. It's uplifting, it makes you think a lot about things to try out (or avoid!), it's full of tricks and provides lots of examples that are easy to follow. However, it's not a five star book.
- There is too much information included! It would be helpful to see some priorities on what to apply, which of the principles are more important/effective. The author just pours in tenths of good practices and the reader has to sort it out, which can be difficult and confusing for many people. Especially people who are novice in sales and ads may easily become overwhelmed while reading this book! - The classic "Reciprocation" principle mentioned does not work so well any more, since many people are now used in getting tons of free stuff on the Internet without giving something in return. Well, it might still work if you give something a) very, truly valuable for the person, b) the person cannot find it elsewhere for free and c) the person thinks that he/is getting this as a special offer not addressed to many people. - The “Scarcity” principle mentioned also does not work so well these days since people can easily recognize the trick, UNLESS nobody else is offering the same product/service and it is clear that you won’t make another offer like this any time soon. - There is absolutely no reference to the modern social media (facebook, linkedin, etc.) and how all or some of these ad principles and techniques can be applied there! We do read about paper ads and web page ads, but a huge proportion of ad budget now goes to social media advertising. There is not even one occurrence of words like “facebook” or “social media”! Like they don't exist! This book is supposedly published in 2008 when social media were already in place and getting attention and some of the ad budget. Hard for me to understand.
In brief this is a good and useful book, information included is awesome (although nothing new or innovative here for people experienced in the field), you do need to other books or guidance to use much of the information, you can keep this as a reference book and I hope to see an updated edition with reference to social media advertising.
Book review - CA$HVERTISING: Great actionable advice to write ads that SELL
CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone My Rating: 4.5 out of 5 stars
Short Summary of Book: A great book for advertisers. The author shares simply how to use ads to create a response, and showed me that advertising is more than just words, it is art. By reading the chapters alone you get a feel for what is good copywriting and it's neatly organized and broken down so it's easy to understand. This is a book I see myself referring to often in the future, as it is so actionable and practical. Highly recommended and a MUST for affiliate marketers
pros: 1. Organized principals and proven ideas to make your ads sell 2. Lots of ad copy examples to make you understand what a great copy looks like 3. Checklist to see how good your ads are 4. Actionable! Today I already implemented ad copy changes to a lander
Cons: 1. I felt overwhelmed with content, but it's a sign of quality. 2. No pictures of ads, just texts, guess due to technical printing issues
Why Did I Give This 4.5 Out of 5 Stars? I don't give it a 5 out of 5 because I'm not experienced at all in advertising and didn't read any more books on the subject. But I don't have any other concrete reason. Dr. Direct knows his shit. period.
Book review - CA$HVERTISING: Great actionable advice to write ads that SELL
Dvir Unto the next book, instant happy, a quick read recommended by Tai Lopez
Some very good tips, some very outdated ones. The writing style can be difficult to digest at times.
If those "what this man did will SHOCK you" or "101 secrets to make money FAST" kind of ads make your eyes roll, this book is not for you. The tips tell you to go for the lowest hanging fruit. Are they effective? Absolutely. But if you want to communicate in an authentic way, I would take most of the tips in this book with a grain of salt.
"Ca$hvertising" is good supplemental reading, but it doesn't work as stand-alone advice. Unless you love click-bait and all you care about is numbers--then it's right up your alley!
Ca$hvertising by Drew Eric Whitman is the best book I've ever read on advertising and copywriting.
The reason: many of the points touched me personally. I was particularly taken with the "Life Force 8" - a list of eight basic needs that all people have. If you know the basic needs, you can save yourself from asking "So what?" when it comes to writing copy that sells.
The following are 12 main takeaways that resonate with me ✅ :
1. The Goal of Advertising (How to get people to act) 2. The Life Force 8 (The core desires of humans) 3. The Nine Secondary Human Wants (What do other people want?) 4. The White Coat (Think! What authority in your industry does your target market respect?) 5. The "Ralph Nadar Approach" (Change the importance of beliefs, rather than the beliefs themselves) 6. Cialdini’s Six Cues (Learn them to increase your sales!) 7. The Marketing Rule of 7 (Why you need to repeat your message) 8. Long Copy vs Short Copy (Which copy works better?) 9. The Power of Questions (You'll get people to read deeper!) 10. Create Editorial Ads (Camouflage your ad in news-article style) 11. Don't Ignore Coupons (You can use coupons even if you're a service provider) 12. Market Yourself as an Authority (Wear the same coat of influence: Give seminars, hold workshops, create educational products, write a book, etc)
Other important tips 💡:
1. The more you ask people to think, the more likely you’ll lose them. Rule of thumb: Express only one thought in a sentence, no more. 2. Short headlines enjoy a higher readership than long headlines. As headlines grow, readership shrinks. 3. Without a deadline, people are inclined to just “think about it.” 4. It doesn’t matter if you sell to doctors or pizzeria owners; people believe testimonials. 5. People don’t buy your product for its features; they buy it for its benefits. 6. When people can’t distinguish you from your competition, they have no reason to prefer you. 7. If you want your ad to stand out from the crowd, say something different. 8. You don’t need giant ads for a great response. Tiny little ads—like those repeated for years, unchanged, in magazines such as Popular Science and Popular Mechanics—have made many advertisers rich. 9. If you want people to respond to your offer, you have to make it as easy as possible for them! Don’t you be the lazy one! 10. Feature a picture of a person "looking at you". It’s one of the most powerful ways to grab people’s attention.
I highly recommend this book to anyone who wants to learn more about advertising, marketing, and copywriting - whether you're just starting out or have been doing it for decades! Drew actually gave away so many secrets that you might want to read the book two or three times!
Whitman's writing style can be grating at times; could be described as "arrogant/condescending" throughout and sometimes overly so. Nonetheless, this is a useful compendium that I can see keeping close as a reference whenever writing new ads. The book hasn't necessarily aged so well in the era of digital marketing, however, and could use an update. Latest edition at time of this writing is '08-09. The chapters on direct mail and physical coupon cutting aren't necessarily so relevant to most businesses nowadays. Digital advertising has grown a lot since '08. Whitman states in the book that the principles of print ads covered herein can just be transferred to digital, nothing really changes. But that's glossing over too much. Modern digital ad platforms present new opportunities and constraints re: text & image limitations, video & digital media, myriad placement options, myriad ad format options, etc. An updated edition could consider these new realities.
Plenty of sound advice is given, though, and Whitman is likely right when he states that if you just follow these principles in your ads, you'll do better than if you hadn't... or, worse, if you had tried to be "clever" or funny in your ads. It seems much of the ad industry hasn't understood this, though -- I still see so many ads trying SO hard to be clever and funny, often inappropriately so. Many of these agencies should give themselves a "cleverectomy" and focus on clarity above all. A wise definition: "Advertising is business communication with the goal to increase sales by interesting people enough in a product or service that they ultimately trade their money for it." (p.184) If that results in a "boring" headline, so what? It'll likely convert better than the "clever" one. It's really not about being clever and/or funny, ad agencies.
Visual examples of good/bad ads throughout would have been appreciated -- there weren't any in the book. I understand copyright concerns, but identifying information could have been redacted.
Want Better Results From Your Advertising? Ad expert Drew Eric Whitman says:
“I’ll teach you more about how to create powerfully effective moneymaking advertising than your competitors will know in their entire careers-guaranteed!”
Ok, so did that catch your attention?
I couldn’t have written something more catching, and smooth than a professional ad-copy marketer like Drew Eric Whitman. This man is a genius, not by chance or luck, but by knowledge, expertise, and application!
He is author of “Cashvertising: How to Use More Than 100 Secrets of Ad-Agency Psychology to Make BIG MONEY Selling Anything to Anyone”.
Ca$hvertising is perhaps one of the most influential, most enthusiastic books I have ever read. If you are into consumer psychology, advertising, or would even like to REALLY know why you bought that $149 pair of shoes, then this is an ABSOLUTE MUST READ!
Better yet, this does not read like a text book. I am currently reading another book about developing your web presence, and in sharp contrast to THAT book, Cashvertising is written to flow. It is written to interest!
The entire book can be seen as an active case study, as you learn the techniques Drew talks about, yet AS YOU ARE READING THEM, you catch them being used to catch your interest in the process! Very, very intriguing!
So, What’s In It For Me? (WIIFM)
The book is broken down into only 4, but VERY conscious opening chapters. Remember, the book ACTIVELY uses the same techniques it teaches, from the titles, to the chapters, and sentence structures.
Chapter 1. What People REALLY Want
Remember Maslows Heirarchy of needs? Well, advertisers have figured out the needs consumers that will get consumers to BUY. We have the Life-Force 8, which appeal to our most basic, primal, and strongest desires. Then we have the 9 Learned (Secondary) Human Wants, typically built upon from social conditioning (what people tell us, and what we think is right).
Chapter 2: How To Get Inside Their Heads: The 17 Foundational Principles of Consumer Psychology
Now we enter some very heavy psychological and sociological theory, specifically related to advertising and marketing. We start with “The Fear Factor – Selling the Scare” being the most basic, and transition into “Ego Morphing – instant identification”, “The Means-End Chain”, and “Examples vs. Statistics”.
There are a total of 17 theories, and the great part is, they are NOT over-complicated scientific article-style reads. Instead, these theories are written simply enough to learn, AND understand.
Chapter 3: Ad-Agency Secrets: 41 Proven Techniques For Selling Anything To Anyone
This chapter is all about application using REAL, statistically tried and tested case-studies to apply immediately. While reading these, you start becoming aware of the methods being actively used on you as well. Very, very cool!
While there are 41 techniques, let’s take 3 as an example.
The Psychology of “Social Proof”
People BELIEVE testimonials. Who is your dentist, or car mechanic, or what about that movie you just saw or restaurant you ate at? Were they referred to you by someone? In most cases, yes. You received a testimonial telling you how great their service is, and you decided to go along for the ride. Better yet, some people ONLY respond and act based on testimonials from friends, relatives or even third-parties (think ‘video reviews’).
If your customer is satisfied, get their testimonial. You would be doing a great disservice to yourself by not getting that testimonial. In many cases, a strong testimonial will engage the reader to act WAY MORE than your ENTIRE sales letter, or ad!
Directing Mental Movies
I’m not particularly good at this (yet), so here is an excerpt straight from the book:
“Would you rather eat a fruit tart, or a big slice of deep-dish bing cherry pie made from freshly picked, organic fruit, and a flaky, handmade, buttery crust, topped with a big scoop of double-churned vanilla-bean ice cream? Ooooh, look how all the sweet cherry juice flows our every time your fork sinks into that nice, thick slice. Yeah… put a little whipped cream on it, will ya? Wow…did you ever see so much fruit?!”
Simply put, write an ad that appeals to the 5 senses. Better yet, if you can get a ‘sensationalized’ testimonial from a happy customer… you just scored BIG TIME!
Guarantees that Guarantee Higher Response
I love Walmart. Why? Not because of their supposed low prices (not always true), or the fact that they have everything, but because of their returns policy!
Offering a money-back guarantee instills trust into the customer, who thinks, “wow this product must be really good, I guess I will try it out for 60 days, and if it’s not what I need, then I will return it”. Well guess what, a very small percentage of consumers who think this way, actually end up returning the product. They become confident with the product, and it avoids the “beat the clock” mindset of using products and sending them back within the minimum time.
Walmart does it, car companies do it, and even consultants do it (satisfaction guaranteed or your money back)!
Chapter 4: Hot List: 101 Easy Eays To Boost Your AD Response
Finally, we have a HUGE check-list of writing response boosting ad-copy.
These are 5-10 word summarized of what your brain should be actively processing when dissecting, and optimizing your ad. A cheat-sheet to simplify even further.
Why You Should Get Cashvertising Today
Alright, so Advertising – plain and simple – is the goal of increasing sales by interesting people enough in a product or service that they ultimately trade their money for it!
Cashvertising did exactly that, from the writing, to the theories, to the practical application, to the real-life statistics, and finally to seeing HOW and WHY they all work!
Even more importantly, this is one of the few books that I will keep by my side on every new marketing campaign.
So go ahead, get this book today (from your Local library, or Amazon), read it, then walk into your local mall, or read that magazine, and SEE everything from Cashvertising in Action!
P.S. Quote from the Author
“P.S. I knew you’d read the P.S. How? Because the P.S. is one of the most important parts of any sales letter, and it’s often read first, before the body copy. Always use the P.S. to restate your offer here. Repeat your contact information, and push your prospect to take action! Now, turn the page and start reading!”
This book caught my eye because I'm trying to push one of my side businesses which has quite a lot to do with a web presence and I want to know the best way to catch users' eyes and use keywords that catch those who are searching around. I really enjoyed reading it. I liked the chart comparing the best colours that attract readers' attention, which colours work best together with a little history behind them. It also spoke on not getting caught up in numbers of clicks vs conversions, how to galvanise readers into taking action by offering freebies, the psychology behind pricing, how to simplify one's writing when it comes to marketing and an explanation of fonts that are easier on the eye and encourage users to read further into what's being promoted. I also really liked the reference of books at the end for further reading which the writer claimed inspired and helped him into writing this current book. I'll definitely look into those as they will help take what I'm trying to do a little further.
Habla de conceptos de mercadotecnia para convencer a la gente de comprar productos: técnicas asociativas y disociativas, anunciar mejor las ventajas de un producto. Pone como ejemplos las campañas publicitarias de diversos productos para analizar cómo llegar a las mentes de les consumidorxs y persuadirles con textos e imágenes adecuadas para que compren.
Dice que la gente está programada biológicamente para cumplir 8 deseos: 1. Sobrevivencia. 2. Disfrutar bebidas y alimentos. 3. Librarse de miedos, dolor y peligro. 4. Satisfacción sexual. 5. Comodidad en la vida diaria. 6. Ganar y distinguirse. 7. Proteger a las seres queridas. 8. Aprobación social.
Por ello, propone usar los siguientes puntos en la publicidad: + Mensajes breves para que el público retenga mejor una idea asociada a un producto. + Elegir la tipografía adecuada + Que una imagen no carezca de subtítulos + Combinar adecuadamente los colores de fondo y de texto.
Sí, es un texto que abre la mente para llegar mejor a una audiencia y/o mercado.
As a marketer, this book has been invaluable at further understanding consumer phycology.
Follow these easy to understand, data-based principles that Dr. Whitman has laid out and you will be sure to get a better bang for your buck on any ads.
My biggest takeaway that I will remember forever is the understand of what people really want, which in this book is coined the “Life Force 8”.
These are: 1. Desire to live, enjoy life, and have a long life. 2. Desire to enjoy food and beverages 3. Desire to be free from fear, pain, and danger. 4. Desire for sexual intimacy. 5. Desire for comfortable living conditions, 6. Desire to compete. “KEEPING up with the JONASES” 7. Desire to care for and protect loved ones. 8. Desire for social approval
Each ad that you create should be sure to hit one or more of the LF8 to have a true impact.
Reading this one with my ears... Like a lot of writing by people who spend too much time thinking about sales, the style is pretty grating. But the content seems solid.
Fortunately, I also have access to the eBook edition, so I can take notes!
Notes: p. 25 The Life-Force 8 (we have bio drive to desire these things) "1. Survival, enjoyment of life, life extension. 2. Enjoyment of food and beverages. 3. Freedom from pain, fear, and danger. 4. Sexual companionship. 5. Comfortable living conditions. 6. To be superior, winning, keeping up with the Joneses. 7. Care and protection of loved ones. 8. Social approval."
Secondary desires (useful but don't lead with these): "1. To be informed. 2. Curiosity. 3. Cleanliness of body and surroundings. 4. Efficiency. 5. Convenience. 6. Dependability/quality. 7. Expression of beauty and style. 8. Economy/profit. 9. Bargains."
Ca$hvertising... Where do I start?! This is hands down the best book on advertising that I have read to date. The author doesn't waste a single sentence with his approach to teaching the reader advertising. Throughout the text, he quotes a number of well-recognized authorities on the subject and numerous studies that support his findings. There's dozens of lists, examples, and practical steps to follow that will immediately make a difference in your own advertising efforts. The book is well organized and easy to digest. At around 200 pages in length, it's easily worth your time. I highly recommend checking it out.
I have worked in advertising and sales for many years and thought that I knew everything when it came to moving a product. To paraphrase the Thomas Edison quote at the end of the book, I didn't know one millionth of one percent. Reading this book gave me a much more in depth view of the science of advertising. I'm going to apply these tips to writing even better copy. Thanks Drew.