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Robert Greenshields's Articles in Marketing
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Timeless Marketing Truth: How To Add Character To Your Marketing And Bring Your Message Alive
Making a character out of the advertiser brings the message alive. Maxwell Sackheim is most famous for inventing the Book-of-the-Month Club. But before that, he invented some dramatic, and dramatically successful, advertising.
One of his patented techniques was to make a character out of the advertiser, writing ads as if the clients themselves were actually talking. One Sackheim client was Frank E. Davis, "The Gloucester Fisherman". This is how Sackheim wrote for him:
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