This course of lessons is intended for those who wish to become a successful entrepreneur. It should be noted that it is very important to know successful stories of other people. Some of famous copywriters went down in history while the others are still young and highly demanded as copywriters, marketers, sales managers and business consultants. Despite the fact that their names are unknown to most readers, they can see the results of their activity almost every day. These copywriters have succeeded not only in advertising. Market that very often turns into online shopping is extremely dynamic. Therefore, contemporary people have a unique opportunity to watch changes in traditional ways of advertising goods and services.

Entrepreneur training lesson of Raymond Rubicam

What determines success of advertising according to Rubicam? The main objective that an entrepreneur follows when advertising a product is to sell it in the end! This was an advertising slogan for “Steinway”, a company-manufacturer of musical instruments. It should be noticed that at that time the effectiveness of advertising was extremely high because it increased the company’s income for 70 per cent. The goal was finally achieved. By the way, the secret of success is quite simple. An entrepreneur has to make a deep research in order to identify the advantages of the product. Meticulous research made by Rubicam showed that the instruments manufactured by Steinway were extremely popular among such famous composers as Anton Rubinstein and Richard Wagner. Is there a person who doesn’t want to be famous? Rubicam managed to do what he aspired for.

Creative and friendly atmosphere must dominate in any advertising agency. “Young&Rubicam” was the place where workers’ diligence and creativity were highly valued. The copywriters had to correct their texts by themselves. Rubicam wanted to make workers think independently and have their own opinion of everything. Success of the agency confirms that he managed to do that.

Entrepreneur training lesson of David Ogilvy

Uniqueness and individual approach of an entrepreneur is what Ogilvy considered the most important in advertising. He conducted his most successful advertising campaigns in 1950s in America, but his methods still remain effective. Ogilvy’s methods have something in common with those of Rubicam. He emphasized the importance of making proper researches and hiring experienced workers. In order to write effective advertisements it is necessary for an entrepreneur to determine how consumers would react to them. It is critical to know the advantages of the product and see how consumers react to this product after promotion. It is also necessary to create image advertising and develop brand successfully. Popularity and success are mutually dependent, however, not only success generates popularity, but also brand popularity influences effectiveness of advertising.
An entrepreneur must avoid lying. False advertising will never bring success; only real advantages of a product attract people. Ogilvy managed to prove that the researches showing the number of customers who benefited from the product could attract more consumers than mere allegation of the product uniqueness. At last, Ogilvy managed to convince his colleagues of the fact that advertising was not a war. Aggression in advertising is unacceptable. Try to build a rapport with customers and success will be guaranteed to you.

Entrepreneur training lesson of Gary Halbert

Gary Halbert also gave some recommendations to a beginning entrepreneur explaining the secrets of effective copywriting. An entrepreneur has the opportunity to get acquainted with his methods and principles by reading any of his publications on this topic online. Here we’re going to discuss one thing that is usually neglected by beginners and professional copywriters as well. Creativity is good, but within reasonable limits only. Gary Halbert said that the main goal of a person providing text was to sell the product or service. As to the main goal of a copywriter, it was to earn money. There are many creative authors, but according to Halbert creativity has nothing to do with income increase. One of the main Halbert’s methods that helped him to sell products was the phrase “Read it, if you’re interested. It will change your life” which is still rather effective.

Entrepreneur training lesson of John Carlton

John Carlton is the world’s most outstanding copywriter and entrepreneur, who can proudly boast of numerous achievements in online business. He is the follower of Gary Halbert and applies many of his methods. Carlton is the adherent of direct mail marketing. He also promises his customers to change their life and finds the ways to write effective advertising. John Carlton has called his system “Simple writing”. It reminds us once more that all ingenious is simple. You can read his ideas on his constantly updated blog. It would be expedient for all copywriters to take the following statement into consideration – when all people cry, speak in low voice. I think that it is a very valuable recommendation for any entrepreneur!

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