The secret sales psychology used by one of the greatest Chicago advertisers who ever lived

Let me tell you about the late, great Leo Burnett. He’s the guy who the worldwide Leo Burnett Worldwide is named after. And he was by far one of the savviest advertising, copywriting, and marketing minds I’ve ever read. Everyone faps to David Ogilvy which is understandable. But Ogilvy was a big fan of Burnett who was also on a level all his own. And Leo's book “Communications of an Advertising Man” (speech transcripts and internal memos to his creative staff) is especially good, if you can find it. My favorite part of the book? When he talked to some copywriters about how, back in the day, the savvier newspaper & magazine publishers, radio stations, and TV networks would force advertisers to buy a minimum number of ad inserts or they wouldn’t let them advertise at all. In other words: None of this “one and done” or “just let me do a small test” or "dip my toe" stuff. i.e., if you wanted to advertise you had to buy multiple spots. Was it because they were greedy? No. It’s because they found the clients who did that always reaped the most sales, response, and rewards. And the reason why is, as Leo Burnett put it: “Attitudes and convictions about products and companies do not spring into your mind full-blown, no matter what the stimulus. They grow.” I bring this up for multiple reasons: 1. The psychology behind this is the single best argument for daily emails probably ever taught, even though Leo never used email (he died in 1971) 2. The psychology behind this way of thinking created many of the richest & most successful TV personalities you've probably ever seen or heard of 3. I used the psychology behind this all day long back with my elBenbo’s Lair Facebook group to not only make a lot of new Email Players and book sales, but also a sold out “standing room” only event with just one or two posts a full 6 months in advance (Troy Broussard did the closing on that — he said it was by far the easiest sales job he ever did, like the fish practically jumped in the boat…) 4. You can use this exact same psychology in your business I’m not talking about using repeat ad inserts, although multi-step campaigns are obviously preferred, and been used to persuade and influence since the days of Paul writing to the Corinthians & Thessalonians, (he was the first multi-step direct mailer...) I’m talking about something quite bigger than that. And it’s one of the nine ways I teach in the February Email Players issue for using a powerful, and, dare I say… primal… force of nature, that is “baked” in every human being in existence (no matter how much they would protest how they are immune to it, although methinks they doth protest too much…) creating what I call: “Berserker” customers. These are your extremists who sally forth “berserking” hard on your business’ behalf, and making it almost like a virtue to buy from & indoctrinate the world with your brand… while mocking, picking fights with, and (on the really extreme side) using threats of canceling, doxxing, or even violence against those who don’t. I don’t condone those parts, but it can happen. (I’ve witnessed it in that Facebook group I mentioned above, one chick said she got death threats..) More: It is also a powerful weapon in what I call: “Sixth-Generation Marketing Warfare” This is basically where selling, pitching, marketing, and promoting — directly or indirectly — are done well before anyone sees an offer, or before a product is even created, with most of the selling being done by that company’s fans & customers (as well as its haters & trolls). And often without those customers even being aware of it by you using everyone and everything as a marketing media to sell with. Okay enough. Today’s the deadline to subscribe in time to get this puppy. Hit the jump below to subscribe while you still can: [https∶//www.EmailPlayers.com]( Ben Settle This email was sent by Ben Settle as owner of Settle, LLC. Copyright © 2023 Settle, LLC. All Rights Reserved. No part of this email may be reproduced or transmitted in any form or by any means without written permission from Settle, LLC. Click here to [unsubscribe]( Settle, LLC PO Box 1056 Gold Beach Oregon 97444 USA