Two powerhouse direct marketers credit the same little known book by Frank Bettger for their success: Gary Bencivenga, the world’s greatest living copywriter and Marty Edelston, the founder of the $100 million per annum company, Boardroom.
After reading Victor Schwab’s spectacular (for the 1950’s) bullets, I’ve pulled “How I Raised Myself From Failure To Success Through Selling” for a needed refresher.
I am making a guess that Victor Schwab not only wrote the ad for the book but also the chapter titles. Schwab’s extensive track record at that time included the world class ad for “How To Win Friends And Influence People.” That was also the headline for the ad. One of the few instances in which the title of the book is so good, it’s impossible to come up with something better.
Bettger understood the power of great copy and smartly turned the chapter titling over to one of the world’s best ad writers rather than a book editor.
Keep in mind these bullets were written in 1950. It’d be another twenty years until the modern bullet was crafted by Ralph Ginzburg and Mel Martin.
- I was welcomed everywhere when I did this
- An idea that helped me get into the “major leagues”
- The biggest reason why salesman lose business
- A $250,000 sale in 15 minutes
- The most important word I have found in selling
- How I find hidden objection
- The secret of making appointments
- This interview taught me how to overcome my fear of approaching big men
- How I learned to outsmart secretaries and switchboard operators
- How to let the customer help you make the sale
- Seven rules I use in closing the sale