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Outrageous Advertising That's Outrageously Successful — Front-Matter: Front matter, endorsements, foreword, preface, and contents
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Cover
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00201.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] Full FUSA BusinessWeek Red TODAY BEST·SELLER 108 OUTRAGEOUS JBA REHTO EWD advertising outrageousl successful Createdforthe99%of SmallBusiness OwnersWhoareDissatisfied withthe Results They Get From Their Current Advertising BILL GLAZER foreword by Dan Kennedy
OUTRAGEOUS ADVERTISING that’s outrageously successful
“In selling different is good. You need to stand out from the crowd of sales people and businesses that are trying to capture your potential clients’ attention and money. In OUTRAGEOUS Advertising, That’s OUTRAGEOUSLY Successful, Bill Glazer does just that. In fact, in reading it, I discovered some great strategies to apply to my own marketing efforts. Thanks Bill!”
Tom Hopkins Author of How to Master the Art of Selling
“I learned long ago that there are ads that win awards and there are ads that make money. Bill Glazer’s book is full of the latter. In fact, I’ve paid copywriters $10,000 or more to write ads that weren’t half as good as the ones in this book. Grab your copy because you’ll pay for it twenty times with your very first campaign.”
Bill Harrison, Partner, FreePublicity.com
“What I love about Bill Glazer is that he not only delivers OUTRAGEOUSLY Successful Advertising through traditional offline media, he has conquered it online as well. There isn’t a business owner or entrepreneur alive who couldn’t profit from this.
Derek Gehl, Co-Founder and Chief Creative Officer The Internet Marketing Center Internetmarketing.com
“I’m disappointed with and dislike this book. I am disappointed Bill has packed it so full and given away so much for such a small, token price and I unsuccessfully argued for stripping it back when I reviewed the manuscript. As-is, this should be a $1,000.00 or $2,000.00 info-product sold as a kit of resources, not a book sold for the price of a Starbucks® coffee and scone. As an author, I admit to some unhappiness at having the bar raised. He has made the job tougher for the rest of us but so badly over-doing it here. Your gain, our headache.”
Dan Kennedy Author, Speaker, Consultant Dankennedy.com
“I read LOTS of business and marketing books… and a lot of them are really good. But “Outrageous Advertising” is one of the rare breed with specific, actionable techniques that I can start using IMMEDIATELY. In fact, you don’t even need to read the whole book - I’m not sure Bill will be happy with me saying this, but you can open it to nearly any page and pull out one of the promotions and drop it directly into your business. Best of all, even though most of the examples are OFFLINE… the same techniques are going to work just as well in my ONLINE business.”
Jeff Walker, ProductLaunchFormula.com
“This is one of the best books on advertising ever written, full of simple, proven, practical techniques to get more customers immediately.”
Brian Tracy Author, The Way to Wealth
OUTRAGEOUS ADVERTISING that’s outrageously successful
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OUTRAGEOUS ADVERTISING that’s outrageously successful
[Embedded image: /library/Outrageous Advertising That's Outrageously Successful/images/00003.jpeg] [OCR from embedded image; verify layout in the extracted image asset.] OUTRHGEOUS advertising outrageoushy
BILL GLAZER
foreword by Dan Kennedy
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OUTRAGEOUS ADVERTISING that’s outrageously successful
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BILL GLAZER
© 2009 Glazer-Kennedy Publishing. All rights reserved.
No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by any information storage and retrieval system, without permission in writing from author or publisher (except by a reviewer, who may quote brief passages and/or show brief video clips in a review).
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ISBN 978-0-98237-930-1 (paperback)
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OUTRAGEOUS ADVERTISING that’s outrageously successful
Acknowledgments
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I want to thank all of those who helped me become the person who could write this book. These are the special people who helped to shape my “OUTRAGEOUS Millionaire Marketing Mind.” The list of people I could thank would fill up another entire book, but let me mention a few who had the greatest influence on me. There is my father, Harry Glazer, who taught me my prolific work ethic. Dan Kennedy, my mentor, who first showed me the “real” magic of marketing and continues to do so today. My management mentor, Vince Zirpoli, who taught me how to get so much done through others. My friend Brian Tarcy, who helped me to organize the book and kept me on the right path. The two very special ladies in my life, Karen, my wife, and Ruth, my mother, who always make sure I take the high road and do things the right way. Finally, I want to share my sincere appreciation for the dedication, hard work, and creativity of my second family, at the Glazer-Kennedy Insider’s Circle offices.
OUTRAGEOUS ADVERTISING that’s outrageously successful
Foreword
confessions from an ad man by dan s. kennedy
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I grew up in advertising and have spent thirty years as an ad man, at least in part. And I have an insider’s confession. Most advertising is abject failure. It makes a lot more money for the ad agencies, production houses, and media than for the actual advertisers. At the corporate level, millions are spent on advertising that everybody notices but nobody remembers what it’s selling, that wins awards but loses market share, and that is deliberately designed to defy accurate measurement and accountability. At the small business and entrepreneurial level, bland, vanilla, me-too ads are copied ad infinitum, in a parade of the blind leading the blind, again absent accurate measurement and accountability. As a result, just about every business owner goes through life endlessly disappointed and frustrated with his or her advertising, grudgingly investing, often only under duress or with an attitude of surrender.
Bill Glazer first changed all that in his own main-street retail businesses, then for several thousand retailers throughout America in his same category, and then for thousands more retailers in a wide variety of product categories, and now for an even broader range of businesses. I can’t imagine there is another person who has as much influence and impact on business owners’ movement from antiquated, traditional, poorly performing advertising to entirely new and radically different, direct-response-based advertising that consistently delivers extraordinary return on investment and competitive advantage. He is quietly cursed in some traditional advertising circles. He is celebrated daily by tens of thousands of business owners.
I have worked with highly successful business owners—from small, local shop owners to CEOs of privately held mid-sized companies including those on the Inc. 500 fastest-growth companies list to CEOs of companies as large as $1 billion in annual sales—and evaluated their advertising and marketing, for which I am paid very substantial fees, beginning at $16,800 a day. When I saw what Bill Glazer had done with his “advertising transformation” for his own retail businesses, I instantly recognized he’d braved the bold and outrageous to do something unique that could go far beyond simply turbo-charging his own stores’ sales and profits. His results spoke loudly as well. I urged him to take what he had learned, developed, and perfected to the other business owners in his industry, and a new, influential changeagent was born; a literal revolution in advertising—in a rather stodgy retail category—was launched.
Thanks to this unusual book, you can harvest the best benefits of all this for your own business quickly and easily.
I say this is a very unusual book for three reasons.
First, its overall approach to advertising is not just different—it’s outrageously different! Most books about advertising are anything but. They are, frankly, regurgitated mush with old labels papered over with new.
Second, it is based on real-world, real-business results. Maybe big company executives can afford the luxury of endlessly experimenting with ideas and theories about advertising birthed by fuzzy-headed professors at Harvard Business School and Madison Avenue’s ad agency “creatives,” who love drum-beating bunnies, talking and dancing lizards, and angry cavemen despite the fact that most consumers can’t correctly name the products or companies being advertised, let alone enunciate any beneficial reasons to immediately seek out the product or company. Maybe they can afford such foolishness. You probably can’t. But you CAN take confidence from the fact that every single one of the 108 different examples shown to you in this book, and by extension at its Web site, come from proven, successful use by real businesses. No matter how radical and outrageous it appears, it’s the real advertising that really works. No other author on this subject has ever assembled so many completely proven, highly valuable examples in one low-priced book.
When I say “valuable,” I mean it. On the rare occasions that Bill accepts private clients and develops advertising for them, he is paid such huge sums that most freelance ad copywriters are shocked and dismayed. To get any one of the winning campaigns you see here done for you from scratch could easily cost upwards from $10,000 to $25,000. This kind of experience-based expertise is pretty much unavailable to most main-street businesses—made accessible for the first time ever, right here. Further, these examples have produced, in aggregate, millions and millions of dollars for the business owners using them, and for many of the individual owners, transformed the competitive position and profitability of their businesses. Any way you wish to do the accounting, this book hands over to you more than a million dollars’ worth of proven, profitable advertising easily translated and used by you. Further, there are breakthrough strategies for every media and purpose: yellow pages, newspaper, magazine, radio, TV, signage, direct-mail; attracting new customers or clients; bringing present customers back more often; upgrading customers; rescuing lost customers; bringing people in to your place of business in a steady stream or massive stampede; creating appointments for salespeople at your business or in the field—it’s ALL here.
Third, it is a book to be used, not merely read. If you have a good, fun read and then place this on a high shelf, you miss the point and cheat yourself. It’s actually a misnomer to even call this a book at all. It is more of a “magical toolbox,” a cross between a sorcerer’s secrets and a skilled mechanic’s best tools, to be drawn from again and again, day in and day out; to repair your present advertising and fix the erratic and disappointing return on your present advertising investments; to build new and different ways of reaching out to new and present customers that amaze you with their results. This book provides the strategies you need to know and rely on; the samples that can speed your preparation of winning advertising and serve as essential shortcuts in a busy, multitasking business life; and the tools that belong right at your desk, at your right hand, to use to uncover and unleash your business’s true attractant powers.
Incidentally, be sure to take advantage of the extensions of this book. The printed book you hold in your hands is actually one of several component parts of an entire advertising transformation system Bill has assembled for you. There is a free CD with all the samples and exhibits shown to you in this book, in full color and complete detail; a special Web site; a free gift collection of advertising, marketing, and business resources including a trial subscription to the No B.S. Marketing Letter and three Webinars; and referrals throughout the book to experts, specialists, and vendors who support implementation of all the outrageous advertising shown here.
Since I started with a confession, I’ll end with one. I am disappointed with and dislike this book. I am disappointed Bill has packed it so full and given away so much for such a small, token price, and I unsuccessfully argued for stripping it back when I reviewed the manuscript. As is, this should be a $1,000 or $2,000 info-product sold as a kit of resources, not a book sold for the price of a Starbucks coffee and scone. I worry about it spoiling people. Or being taken for granted. Also, as an author, I admit to some unhappiness at having the bar raised. He has made the job tougher for the rest of us by so badly overdoing it here. Your gain, our headache.
OUTRAGEOUS ADVERTISING that’s outrageously successful
PREFACE
who is bill glazer? why should you listen to me?
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My name is Bill Glazer, and I have a crazy idea for you. How would you like to make OUTRAGEOUS amounts of money from your advertising?
You might be wondering right now why you should listen to a crazy idea from a guy in a straitjacket, and why, in fact, I am even in a straitjacket. The answer is simple: TO GET NOTICED.
You noticed, didn’t you? Of course you did!
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This is a book about OUTRAGEOUS advertising that is OUTRAGEOUSLY successful in a “must-see” kind of way. Here you will learn crazy-powerful tools to completely disarm the advertising-killing conditions known as clutter and boredom. In here, you will learn to create campaigns that shout: Look here NOW!
I cut through the clutter because I know how to get noticed, and I want to teach you how to use OUTRAGEOUS tactics to be OUTRAGEOUSLY successful too. It doesn’t matter what you do. In fact, my OUTRAGEOUS strategies have been OUTRAGEOUSLY successful with entrepreneurs, service business operators, authors, speakers, consultants, e-commerce and Internet marketers, small business owners, B2B manufacturers, doctors, lawyers and others in private practices, sales professionals, and even people planning to start a new business.
On the following pages, you’ll find that I’ve sold from inside of a jail cell (sorta!) and off the deck of a cruise ship steaming towards Alaska. I’ve gained customers by sending them a tiny garbage can in the mail and leaving a message from the King (aka Elvis) on their answering machines.
Of more importance, you’ll discover that I am not shy, especially about making money, and I believe that customers only simply need to be reminded that they want to give me as much money as I desire.
So before we get started and to make sure we are right for each other, let me ask you a simple question.
Do you like money?
I assume that if you have a business and you’re reading this book, you’d like more money. My goal is to lead you down the path where you don’t make just more money; you actually make OUTRAGEOUS amounts of money. If this sounds good, then read on.
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MY STORY: When I first joined my father’s menswear business—Gage Menswear of Baltimore, Maryland—in 1974, I thought of marketing in the same traditional way that every other menswear business in the world did. We copied what every other menswear retailer did, treated our customers right, and hoped they would remember us the next time they needed to buy something.
At that time in Baltimore, there were fourteen menswear stores we were competing with. But over the years, the market changed and stores didn’t survive.
There was movement from the city to the suburbs and changes in fashion, and our struggle in that market was to stay alive. No one actually believed we could thrive.
My father, in the late 1960s, had actually opened a side business to help troubled menswear stores either liquidate their assets or hold a big sale to get them back on their feet. I became part of that side consulting business when I joined the family retail business.
So, my early education was on two tracks: what I learned by working in the family menswear business and what I learned from consulting with other retailers.
You’ll find it no surprise that the area I became particularly interested in, actually fascinated with, was marketing and advertising.
I began collecting customers’ names, addresses, phone numbers, and purchase histories. I knew, based on their previous sales history, who to invite back and when to invite them. Of course computers, with point-of-sale software, helped a lot.
For instance, if a customer were strictly a sales customer, we would invite him back for a sale. If another customer wanted the “new” thing in the beginning of the season, we would invite him back when our newest merchandise arrived.
And all of this certainly helped us survive.
Meanwhile, I was reading a book a week, trying to learn about business and especially marketing. I was attending trade shows and going to the optional seminars—all with the goal of improving.
But it wasn’t until 1995, when I was invited by a good friend to attend a success seminar in Philadelphia, that I really began to understand what it takes to market my business to its full potential.
There were a number of famous speakers there, including Zig Ziglar and Tom Hopkins. At the end of the seminar, there was a bonus speaker, a marketing guy named Dan Kennedy, whom I had never heard of before but perhaps became the most profitable happenchance meeting of my entire life.
As Dan walked towards the stage to speak, my friend suggested we leave, but I said I wanted to hear the marketing guy. It was the end of the day. At that point, about 9,500 of the 10,000 people in the hall had gotten up and left.
At first, I thought maybe I’d made a mistake by staying. I wondered if we should leave too. But we figured the parking lot would be jammed with everybody trying to exit at one time, so we stuck around to hear what he might say.
Within minutes, I was totally mesmerized. He said new and different things about marketing, things I had never heard of before. Best of all, it all made sense. It was astonishing, a true “aha” moment. I just kept thinking, “I should be doing this in my own business.”
He had one idea after another, and they were all great—really great. So I ran to the back of the room to purchase his Home Study Tools and Resources and began to dive into them during the train ride back to Baltimore from Philly.
Then I did something that unfortunately few do. I put these tools and resources into motion in my business. He had actual templates that were smart and cost-effective. These were items that would have cost tens of thousands of dollars to produce myself.
I took his specific tools and reworked them for my business. This is what I call “S&D marketing,” which you’ll read more about in chapter 10. For the first time, I wasn’t copying what everyone else in the menswear business was doing. I was creating my own marketing system using Dan’s proven and successful concepts.
For example, I incorporated sequential mailings to a list of my customers that generated a response ten times better than I had ever experienced before.
My menswear business really took off.
Of the fourteen menswear stores that were in Baltimore in 1974, only one survived. My store, Gage Menswear, was the sole survivor. But more than that, we THRIVED.
How did we do it? I figured out how to get noticed and also how to be remembered with a systematic and yet OUTRAGEOUS approach to marketing that works.
Why does it work? I don’t know. I am superman, but understanding why is not one of my superpowers. I really don’t know why it works.
But here’s the important thing to know: it doesn’t matter why it works; it’s ONLY important to know that it does work. In fact, it works OUTRAGEOUSLY well.
For example, one year I mailed a five-page handwritten letter on legal pad paper to 10,200 of my best customers telling them about an upcoming sale. You’re probably thinking, “Who has time to read five pages?” I’ll be showing it to you later in this book, but for now you just need to understand that this sales letter was the number-one most effective mailing I ever sent to my customers, and it has now worked equally as effective in dozens and dozens of businesses and industries.
In it, I told a personal story and I included handwritten SHAMELESS BRIBE coupons. I used different-sized writing and something about it seemed hopelessly amateurish, and yet it was all done by design because it also came across as compelling—something that demanded to be read.
Funny thing, this crazy mailing ended up winning the prestigious Multi-Media RAC Award at the 2002 Retail Advertising Conference.
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2002 Multi-Media RAC Award
There were 500 entries, including many from major companies you have certainly heard of, but my little two-store chain won one of the highest awards given out in retail advertising. Simply OUTRAGEOUS!
But the best part wasn’t the award. The best part was the results. Those were truly OUTRAGEOUS. And when you see the OUTRAGEOUS results that come from a well-developed OUTRAGEOUS campaign—taught in this book—you will realize that the only kind of crazy I really am is CRAZY SUCCESSFUL!
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BACK TO DAN KENNEDY: Two years after I heard Dan speak in Philadelphia, I noticed he was coming to Baltimore to participate in the same seminar I heard him speak at before. I wrote him a letter, stating that I would love to take him out to dinner and thank him personally for what he had done for my business in the past two years (over a 53 percent increase in sales and profits).
So I was delighted when he responded and I had a chance to meet him personally. When we met, I used the time wisely and brought along a huge stack of direct-response advertising that I created over the past two years, including my first effort at OUTRAGEOUS advertising, which was a campaign that took advantage of a sprinkler malfunction I’d suffered in my store.
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Gage Menswear Sprinkler Malfunction Ad
Dan was impressed. In fact, Dan was more than impressed. He actually suggested I go into business and teach other retailers how to use my strategies in their own businesses. And that’s how this started.
Until that day, I had never considered that my strategies were something I could sell to others. It turns out—and I have lots of evidence—that my strategies are valuable to businesses in every field. And my most successful strategies are the OUTRAGEOUS ones because quite simply, OUTRAGEOUS advertising works.
OUTRAGEOUS ADVERTISING that’s outrageously successful
Contents
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Foreword by Dan Kennedy
Preface
- Take The OUTRAGEOUS Path To OUTRAGEOUS Success
the path less traveled, think differently
OUTRAGEOUS yet systematic
translating to other media
OUTRAGEOUS produces results from … everyone
ideas are in every industry
ideas are everywhere
defining results
- Defining Advertising And The Three Possible Responses
this is direct response, not branding
good news!!! often direct response leads to branding
yellow pages: a yellow brick road
three piles of advertising
yes or no - or maybe later
options equal opportunities
options equal profits
- Applying OUTRAGEOUS Advertising
who cares why it works; it works!
OUTRAGEOUS works everywhere
help wanted OUTRAGEOUSLY
outrageous in vegas
selling the statler brothers OUTRAGEOUSLY
an OUTRAGEOUS sign selling results not products
OUTRAGEOUS on the radio, #1
OUTRAGEOUS on the radio, #2
automotive training institute mailing
the bill glazer $100 business card
stand out or get thrown out!
7 steps to apply OUTRAGEOUS advertising in your business, career, and your life
- Using The Most Powerful Tool - Direct Mail
why use direct mail?
who wants your mail?
unusual-looking mail
genuine imitation official-looking envelope
wallet mailer
invitation mailer
dimensional mail
mini-trashcan mailing
coconut mailing
the tube mailer
- Presenting Critical Components
essential direct-response element #1: headlines
headlines for all kinds of advertising
essential direct-response element #2: the offer
essential direct-response element #3: deadlines
the gage million dollar bill mailer
canfield’s sporting goods advertorial
the automotive training institute advertorial
the gage menswear placemat letter
- Going The Extra Mile For Extra Money
response boosters
personalize it
double readership path
puzzle piece mailer
rubber band mailer
photos & illustrations
bill behind bars
illustrations - no b.s.
copydoodles
- Harnessing The Power Of Testimonials
why you need testimonials
how to get testimonials
people are skeptical
how to present testimonials
in all media
testimonials in action
the coin mailer
accu-tax advertisement in a community supplement newspaper
gage 56th anniversary sale
free wallet coupon in the gage nickel mailer
scott tucker’s ‘babe’ tear sheet mailing
- Using Premiums To Skyrocket Response
the perceived value of premiums
the free $20 umbrella
the ‘your-choice’ premium
connecting the premium to the OUTRAGEOUS campaign
brown bag mailer
film processing mailer
premiums as part of more than one offer
premiums to increase referrals
- Reminding Sequentially Until They Buy
learn to think differently
increase results…double your response!
dean killingbeck’s cold birthday mailing
connecting the dots
farmers merchant bank campaign
how many in the sequence?
diversity leads to stability
thanksgiving sequence
what i did in 2000; taking advantage of a news event
specifically targeting lost customers
the gage lost customer campaign
- Swiping Ideas And Deploying Them Into Your Business
first, avoid unethical s&d
the many sources of ethical s&d
the top three sources to s&d
example #1 - the crayon letter
example #2 - omaha steaks
example #3 - x-ray mailing
example #4 - pill bottle mailing
example #5 - file folder mailing
- Celebrating Holidays & Special Occasions
why people respond better to holidays & special occasions
the power of the anniversary promotion
the top four holidays
yanik silver’s succinct marketing planning calendar
example #1 - valentine’s day taj mahal postcard
example #2 - ben glass’s 4th of July wallet mailing
example #3 - yanik silver’s halloween campaign
example #4 - the count glazula glazer-kennedy halloween promotion
example #5 - royalty rewards™ program by rory fatt
example #6 - b2b marketing using oddball holidays
example #7 - gage memorial day ad
example #8 - gage leap day ad
- Sampling Some Really Outrageous Ideas
no limit to how OUTRAGEOUS you want to be?
OUTRAGEOUS…OUTRAGEOUS ideas
the wizmark interactive urinal communicator
the b2b “foot-in-the-door” mailer
the payroll pro cruiser
the half-birthday campaign
scent mailing
your own postal stamp
fortune cookie
- Putting All The Pieces Together
one…the worst number in marketing
diversity leads to stability
realizing the business you’re in
the bob davidson ford campaign
the infusion software campaign
the glazer-kennedy super conference campaign
Appendix A - The 100 Greatest Headlines Ever Written
Appendix B - Holidays To Inspire You
Appendix C - “Out To Save The Retail World From Mass Destruction”
Bonus