J Walter Thompson Knowing Your Prospect

One of the biggest keys to creating online salesletters and marketing that sells effectively is to gain an intimate understanding of your prospect.

And that means talking to real live prospects...by email...by phone and in person.

Really understanding your prospects is the biggest key of all to powerful advertising.

And it's not new.

Here's a 1924 ad of the legendary famous J Walter Thompson firm...

This is the text from that vintage ad...

-in the cluttered kitchen
-in the muddy barnyard
you learn their daily needs

The same soap - sold at one time for washing woolens, at another for washing silks, and again for washing dishes.

The same paint - yet over one period its light-reflecting qualities were its boast, while later, the market being sold on light - its other quality cleanliness became the theme.

The same rubber overshoe - until recently considered too light for heavy farmwork - today worn all over America on thousands of farms.

To know beforehand just how and when new uses will increase your sales

- to foresee accurately whether the appeal that builds volume today will be successful tomorrow.

- is only possible if you know what needs occur in your consumers' daily lives - know them intimately and at first hand - in the cluttered kitchen, deep in the mud and snow of the barnyard or under the working conditions of the factory.

Thousands of calls on men and women in their homes and at their work, not made by a special research department, but by writers and executives actually working on the account, have enabled us to adapt the advertising of Lux, Rinso, Barreled Sunlight, "U.S." Rubber Footwear and many other products to conditions as they have varied from year to year.

On four accounts alone during the last four years, the J Walter Thompson Company has sent out 100 people to travel from Maine to the Mississippi Delta and west to the Pacific Coast to visit 299 cities and towns and interview 5,049 dealers and 9,129 consumers.

This constant contact not only with the trade, but with actual consumers, has helped to find the particular appeal which has made the advertising for the above products successful.

We shall be glad to discuss with any manufacturer the best method of interpreting his product to the public.

J Walter Thompson Company

The rules of great advertising and marketing haven't changed since 1924 and they won't change.

If you want to sell your product you need to talk to your prospects and create a message that appeals to them and to their desires...their needs.

And you need to deliver that message in their language.

Also read...
How Do You Research Your Sales Letters?
How To Get Into The Mind Of Your Prospect

Kindest regards,
Andrew Cavanagh

More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog

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