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Making a market, then, is not. as I thought when I originally wrote this omnixpress review, simply a matter of making an ad. It is also the making of a product. And it is the making of a conduit through which that product can be obtained bv the people whom you have
made desire it more than an equivalent sum of their money. This book outwardly talks about the sentences that make up the primary appeal of that product to that market. But its true and deeper message is found when it is interpreted as a market-diviner, and a market-intensifier. In other words, its message will show vou how to find your "dream" market, and how to drive it into a national "feeding frenzy." And I have also made an equally important discovery upon reviewing this book since it was first published. The examples in its pages have grown slightly older, but the principles that these examples manifest are timeless. For example, if I were writing this book today, its examples would show more appreciation of feminism, environmental awareness, health and fitness striving—
even the blessed sexual revolution. Thev would be more open and more frank than thev could have been then.
All this is for the good—but this book is not about revieiving todm/s ads, but creating from scratch tomorrow's winners! This book is about avoiding the need for copying or imitating am other product or advertisement. So today's examples are as "outdated"
as those of two decades ago. This book is about what-happensnext, and the fundamental rules of making a fortune out of slightly redirecting that tomorrow. You see, people don't change: only the direction of their desires do. They cannot be made to want anything, nor is it necessary to create want. All that is necessary is to be able to channel 
those wants into the proper products that offer legitimate satisfaction for them. It takes ten million . . . fifteen million . . . twentvfive million. . . fifty-- million . . . one hundred and fifty million people .. . to create a vast market for your goods. But it takes only one slip of paper—or its recitation by a series of salesmen—to direct all those millions of people to your stores, or vour catalogues, or your omnixpress reviewNot one single thing has changed in that regard since I wrote this book. Nor will it ever alter in the slightest. So this book is not about building better mousetraps. It is,
however, about building larger mice, and then building terrifying fear of them in your customers. In other words, it is about helping to shape the largest and strongest market possible, and then intensifying that market's reaction to its basic need or problem, and to the "exclusive" solution vou have to offer it. Ask Rodale Press—for whom I sold over twentv million dollars of a single book, The Practical Encyclopedia of Natural Healing. Ask the publisher of this book. Boardroom Reports, Inc.— who started out with $3,500 in total working capital, and who will probably do more than 25 million dollars in gross volume next year, with I am proud to say at least a little bit of assistance from me. Ask the seventeen businesses I've started or helped start. . . (Twenty-five percent of just one of them was sold for close to a million dollars in one dav.) These principles work. They discover markets. Thev build markets. They intensify markets. Thev revitalize markets. They perform, in sum, the invaluable function of giving you customersfor the products you want or have to sell.
And that's what we all need, isn't it? Customers. This, therefore, is a book full of customers—for your products. It is really nothing else. Just customers, by the millions. Eighteen years have passed. Three lifetimes. They've been good years, and good lives. I hadn't read the book since then, but 
some hidden part of me had remembered it, and I think it's worth your reading now. If vou agree with me, whv not write and tell me so. I have several millionaires, and multimillionaires, to my credit now. I'd like to make the next one YOU.
Please help me.

Creativity Can Be Made to Order If You Follow This Simple Rule
If you expect a scholarly tome on advertising, stop here. I am a mail order copy writer who makes his living by producing results—in carefully-measured dollars of profit—from the written word. My income—my standard of living—depends bluntly and directly upon my ability to sell. And I have no salesmen to help ; no store-reputation to help me: no point-of-purchase reminders, no discounts, no friendly sales clerks to give mv products a push. I sell, or do not sell, on the basis of one tool alone—my ad Therefore, I have done a great deal of thinking and experimenting with these ads. And, since I have had the good fortune to own my own mail order firms for the last eleven years, I have had far greater freedom than most copy writers to put mv ideas to a conclusive test and to see whether or not they really work. I believe, as do many other advertising men, that mail order is the greatest copy writing school in the world. In mail order 
for reasons which I'll reveal later in this book, YOU learn techniques and approaches to copy—especially new-product and newslant copy—that you learn in no other branch of this business. Some of these techniques I have never seen discussed in anv
other article or book on copv writing—and I think I've read most of them. I have explained these techniques in detail in the hope that they will prove as profitable to other eopv writers as they've been for me. Can they be used by non-mail-order eopv writers as well?
Most assuredly. J. K. Lasker once said that mail order makes a copy writer, but his real pav-off comes when he applies his mail order techniques to general advertising. I think that B.B.D. & O., Ted Bates, Ogilvy, Young & Rubicam and a dozen other agencies prove this every day. Therefore I've written this book—not from the mail order perspective alone—but from the universal problem of all eopv writing: How to write a headlineand an ad that follows itthat will open up an entirely new market for its product. An ad that will
give a new 
omnixpress review immediate profit: that will give an old product a brand-new slant; that will give a competitively-battered product a new weapon—not onlv to protect itself against its imitators but to actually damage or destrov the loyalty of their following.
These objectives cannot be achieved by following somebody else's formula—no matter how successful it was for them. Thev
demand creativity Thev demand a brand-new headline; a brandnew approach to the market: a literal advertising "breakthrough."
Hence the title of this book. This, then, is a practical book, of practical rules that produce, and exploit, creativity, and that are meant to pay off on the very first ad. To put them to work, vou start with these basic facts.


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