Robert C Worstell – författare

Albert Davis Lasker began as a newspaper reporter when still a teenager but soon got interested in advertising. 

He started first as an office clerk and later became a salesman. He then asked to be given responsibility for a money-losing account so that he could try his hand at copywriting. 

By the age of 20, he had bought Lord & Thomas advertising agency and remained its chief executive for more than four decades. This book is as close as readers can come to an autobiography. This book tells the story of how he shaped the agency which ranked number one in its day. 

Originally published in 26 installments of Advertising Age, this book takes you into the boardroom of Lord & Thomas and reveals the business philosophy and hard-won knowledge of the man who was its leader for 40 years. 

Get your copy today and learn how the earliest and most successful marketer in the first half of this century created that success.

SKIP

HOW TO WRITE AD COPY THAT WORKSMasters of Marketing Secrets: A Course in Classic Copywritingby J. GEORGE FREDERICKPresident of the Business Bourse; Formerly Managing Editor of “Printer’s Ink," "Advertising and Selling,” etc. Edited and Forward by DR. ROBERT C. WORSTELLFormerly titled: “Masters of Advertising Copy - A Course on The Principles and Practice of Copy Writing” Originally published 1925. No renewal of copyright found on record.This edition copyright © 2014 Robert C. Worstell. All Rights Reserved.

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There are many books on marketing and copywriting out there which teach you the words to what you are doing – this book teaches you the tune and harmony.

The story to this series of books about the Masters of Marketing and their secrets started with my trying to work out how a “successful” marketer made his millions.

One his earlier-edition books I did find some hints in a since-removed chapter. Interestingly, this told of a style of learning which had been promoted by Gary Halbert – so I looked up that page again and found that Halbert said to study a certain set of books.

One of these, Eugene Schwartz'' Breakthrough Advertising, itself had a list of the classic marketers which Schwartz had studied. 

Both Halbert and Schwartz pointed to the giants whose shoulders they stood on to see further. The interesting point is that these early pioneers of advertising were the ones who evolved the industry into a practical art form, based on tested procedures and techniques which proved to work.

As you are reading this, you are obviously interested in how Marketing actually works and what is actually effective. You already have been through the wringer with all these online marketers who use the same copy-paste template of a sales page, with mailing lists which send you unwanted traffic several times a week and insist that you are stupid enough to believe their hype, over and over and over.

The Masters of Marketing Secrets series brings you these classics so that you can make up your own mind. All that has been done with these books is to give you modern versions of them which have been (mostly) cleaned up of typo''s and poor editing – and also made available in ebook and paperback so you can study them at your leisure. 

J. George Frederick lived in those times and wrote about the people and principles of advertising they discovered. His book has been handed around for years, and as you study the other books in this series it starts pulling the pieces together for you.

(from the Forward)

skip

HOW TO WRITE AD COPY THAT WORKSMasters of Marketing Secrets: A Course in Classic Copywriting

How did Copywriting and Advertising become what it is today? 

What are the key secrets which all but today''s Masters have known and used to sell product and services.

Not so oddly, they''ve been hidden in plain site all along. 

J. George Frederick collected the experts of his time - the Golden Age of Copywriting - to tell the key points any copywriter needs to know and apply to succeed. 

And as human''s haven''t evolved so much since history began, so the tools of persuasion are the same as they were discovered nearly a century ago.

Now they are available for you. Now you can use them to gain any amount of sales for you or your client. 

You only have to study them first. This book is a good first step in your studies - which will continue the rest of your life.

This volume gives the history and transition of advertising into a consumer-oriented, sales-producing industry - from a promotion system which relied more on features of the product rather than benefits for the buyer. In this book, you see the transition happening, and understand it''s evolution.

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Justus George Frederick (1882-1964) was reporter on a newspaper, became department store advertising man and wrote articles on advertising for Printers’ Ink. ‘Went west to become a member of the Lord & Thomas staff during “reason why” propaganda, and edited magazine Judicious Advertising. Came to New York, joined Ben Hampton Agency and later was copy chief for Ward & Gow, subway advertising.

He then became managing editor of Printers’ Ink, when George P. Rowell sold the magazine and the new owners began to develop it. In 1910 he resigned to form the Business Bourse, International, a commercial research organization. For several years, he was editor in chief of Advertising and Selling Magazine. 

Dr. Robert C. Worstell (b. 1956) has a long history of research and publishing in the genre''s of self-help and practical business. As founder of Midwest Journal Press, he''s published numerous books in these areas while continuing his research into helping people find the tools they need to improve their lives and those of others around them.

skip

HOW TO WRITE AD COPY THAT WORKSMasters of Marketing Secrets: A Course in Classic Copywriting

How did Copywriting and Advertising become what it is today? 

What are the key secrets which all but today''s Masters have known and used to sell product and services.

Not so oddly, they''ve been hidden in plain site all along. 

J. George Frederick collected the experts of his time - the Golden Age of Copywriting - to tell the key points any copywriter needs to know and apply to succeed. 

And as human''s haven''t evolved so much since history began, so the tools of persuasion are the same as they were discovered nearly a century ago.

Now they are available for you. Now you can use them to gain any amount of sales for you or your client. 

You only have to study them first. This book is a good first step in your studies - which will continue the rest of your life.

This volume gives the history and transition of advertising into a consumer-oriented, sales-producing industry - from a promotion system which relied more on features of the product rather than benefits for the buyer. In this book, you see the transition happening, and understand it''s evolution.

- - - -

Justus George Frederick (1882-1964) was reporter on a newspaper, became department store advertising man and wrote articles on advertising for Printers’ Ink. ‘Went west to become a member of the Lord & Thomas staff during “reason why” propaganda, and edited magazine Judicious Advertising. Came to New York, joined Ben Hampton Agency and later was copy chief for Ward & Gow, subway advertising.

He then became managing editor of Printers’ Ink, when George P. Rowell sold the magazine and the new owners began to develop it. In 1910 he resigned to form the Business Bourse, International, a commercial research organization. For several years, he was editor in chief of Advertising and Selling Magazine. 

Dr. Robert C. Worstell (b. 1956) has a long history of research and publishing in the genre''s of self-help and practical business. As founder of Midwest Journal Press, he''s published numerous books in these areas while continuing his research into helping people find the tools they need to improve their lives and those of others around them.

SKIP

HOW TO WRITE AD COPY THAT WORKSMasters of Marketing Secrets: A Course in Classic Copywritingby J. GEORGE FREDERICKPresident of the Business Bourse; Formerly Managing Editor of “Printer’s Ink," "Advertising and Selling,” etc. Edited and Forward by DR. ROBERT C. WORSTELLFormerly titled: “Masters of Advertising Copy - A Course on The Principles and Practice of Copy Writing” Originally published 1925. No renewal of copyright found on record.This edition copyright © 2014 Robert C. Worstell. All Rights Reserved.

- - - -

There are many books on marketing and copywriting out there which teach you the words to what you are doing – this book teaches you the tune and harmony.

The story to this series of books about the Masters of Marketing and their secrets started with my trying to work out how a “successful” marketer made his millions.

One his earlier-edition books I did find some hints in a since-removed chapter. Interestingly, this told of a style of learning which had been promoted by Gary Halbert – so I looked up that page again and found that Halbert said to study a certain set of books.

One of these, Eugene Schwartz'' Breakthrough Advertising, itself had a list of the classic marketers which Schwartz had studied. 

Both Halbert and Schwartz pointed to the giants whose shoulders they stood on to see further. The interesting point is that these early pioneers of advertising were the ones who evolved the industry into a practical art form, based on tested procedures and techniques which proved to work.

As you are reading this, you are obviously interested in how Marketing actually works and what is actually effective. You already have been through the wringer with all these online marketers who use the same copy-paste template of a sales page, with mailing lists which send you unwanted traffic several times a week and insist that you are stupid enough to believe their hype, over and over and over.

The Masters of Marketing Secrets series brings you these classics so that you can make up your own mind. All that has been done with these books is to give you modern versions of them which have been (mostly) cleaned up of typo''s and poor editing – and also made available in ebook and paperback so you can study them at your leisure. 

J. George Frederick lived in those times and wrote about the people and principles of advertising they discovered. His book has been handed around for years, and as you study the other books in this series it starts pulling the pieces together for you.

(from the Forward)

Do you love mystery stories, such as the Sherlock Holmes stories and those of Edgar Allan Poe and Agatha Christie?

Do you ever yearn to be a good writer of mysteries?

Carolyn Wells was a prolific author of mystery novels. In this detailed book, she teaches the history, types, principles, devices, plots, and structures of mystery writings. This is virtually a miniature course in creative writing of the mystery story.

Originally published in 1913, this was the first full-length book in English about mystery and detective fiction. Still valuable as an instruction manual after over a century, Well''s wisdom and critical acumen brought to this volume has enabled millions of mystery writers world-wide to discover and dissect what makes a successful mystery story.

Carolyn Wells wrote a total of more than 170 books. Among the most famous of her mystery novels were the Fleming Stone Detective Stories

In this book the author of those successful mystery stories, ‘The Clue,’ “A Chain of Evidence,’ “Curved Blades’ and others, takes the student into the laboratory where such novels are made and elucidates the processes clearly. But plot is by no means reduced to a formula. Instead, the resource and invention of the writer is stimulated to the utmost.

“It is a book that will be read many times by the ambitious would-be writer.” -The Springfield Union

“I cannot imagine any one leaving it unfinished, once having begun to read it. Yet, when you see it announced as ‘a complete practical study of the form, with examples from the best mystery writers,’ you not only smile, but feel sure that the author smiled, too. The table of contents is delicious. Chapter IV, for instance, is about ghost stories, and it is divided into four parts: a working classification, the ghost story, famous ghost stories, the humorous ghost story. Against attempting the last, by the way, the novice is warned….Miss Wells makes some surprising statements. ‘A true lover of detective fiction,’ she writes, ‘never reads detailed newspaper accounts of crime….Immensely interesting.’” -The Nation

Carolyn Wells was a prolific author of mystery novels. In this detailed book, she teaches the history, types, principles, devices, plots, and structures of mystery writings.

### About the Author

Carolyn Wells was an American author of mysteries, verse, humor, and children''s books. In 1910 she decided to devote herself to mysteries and became an early master of the genre, creating two memorable sleuths: Pennington Wise and Fleming Stone. Earlier in her career, she penned two humorous stories featuring Sherlock Holmes and a plethora of other great detectives. She was married to Hadwin Houghton, heir to the Houghton-Mifflin publishing company. She was a collector of poetry by other authors, and, upon her death, she bequeathed her collection of the works of Walt Witman to the Library of Congress.

Why is the detective story? To entertain, to interest, to amuse. It has no deeper intent, no more subtle raison d''être than to give pleasure to its readers.It has been argued that its "awful examples" (sometimes very awful!), are meant as cautionary pictures to restrain a possible bent toward the commission of crime. It is held by some that the habit of analytical and synthetical reasoning, requisite to appreciate the solving of these fictional mysteries, is of value in training the mind to logical and correct modes of thinking; the practical application of which, in the everyday affairs of life, proves a valuable asset in the worldly struggle for success.According to Mr. H. E. Dudeney, in the "The Canterbury Puzzles":"There is really a practical utility in puzzle-solving. Regular exercise is supposed to be as necessary for the brain as for the body, and in both cases it is not so much what we do as the doing of it, from which we derive benefit. Albert Smith, in one of his amusing novels, describes a woman who was convinced that she suffered from ''cobwigs on the brain.'' This may be a very rare complaint, but in a more metaphorical sense, many of us are very apt to suffer from mental cobwebs, and there is nothing equal to the solving of puzzles and problems for sweeping them away. They keep the brain alert, stimulate the imagination and develop the reasoning faculties. And not only are they useful in this indirect way, but they often directly help us by teaching us some little tricks and ''wrinkles'' that can be applied in the affairs of life at the most unexpected times, and in the most unexpected ways."There is an interesting passage in praise of puzzles, in the quaint letters of Fitzosborne. Here is an extract: "The ingenious study of making and solving puzzles is a science undoubtedly of most necessary acquirement, and deserves to make a part in the meditation of both sexes. It is an art, indeed, that I would recommend to the encouragement of both the Universities, as it affords the easiest and shortest method of conveying some of the most useful principles of logic. It was the maxim of a very wise prince that ''he who knows not how to dissemble knows not how to reign;'' and I desire you to receive it as mine, that ''he who knows not how to riddle knows not how to live.''"But though all this may be true as a vague result, it is not the author''s real purpose. He writes solely for entertainment; presumably the entertainment of his audience, but often equally for the entertainment of himself. (from the book)

Do you love mystery stories, such as the Sherlock Holmes stories and those of Edgar Allan Poe and Agatha Christie?

Do you ever yearn to be a good writer of mysteries?

Carolyn Wells was a prolific author of mystery novels. In this detailed book, she teaches the history, types, principles, devices, plots, and structures of mystery writings. This is virtually a miniature course in creative writing of the mystery story.

Originally published in 1913, this was the first full-length book in English about mystery and detective fiction. Still valuable as an instruction manual after over a century, Well''s wisdom and critical acumen brought to this volume has enabled millions of mystery writers world-wide to discover and dissect what makes a successful mystery story.

She gives advice to would-be authors of this genre, including ghost and riddle stories as well as detective and crime mysteries.

This authoritative work begins with a justification of mystery as a legitimate literary art form, with numerous quotations from authorities. Then proceeding systematically through her topics, she explains and illustrates the mystery-writing craft with excerpts from mystery works and quotations of literary critics and notable authors.Carolyn Wells wrote a total of more than 170 books. Among the most famous of her mystery novels were the Fleming Stone Detective Stories

The lover of mystery will find many authors and stories cited and excerpted in this book, which would be a good resource for finding more material to satisfy the reader''s thirst for the genre.

Aspiring authors will find insights through the critical eyes of this successful mystery author and of the many authors whom she quotes.

This edition was created by popular request to enable any beginning or established author to improve their skills by studying quality editions of classic bestselling fiction.

In this book the author of those successful mystery stories, ‘The Clue,’ “A Chain of Evidence,’ “Curved Blades’ and others, takes the student into the laboratory where such novels are made and elucidates the processes clearly. But plot is by no means reduced to a formula. Instead, the resource and invention of the writer is stimulated to the utmost.

“It is a book that will be read many times by the ambitious would-be writer.” -The Springfield Union

“I cannot imagine any one leaving it unfinished, once having begun to read it. Yet, when you see it announced as ‘a complete practical study of the form, with examples from the best mystery writers,’ you not only smile, but feel sure that the author smiled, too. The table of contents is delicious. Chapter IV, for instance, is about ghost stories, and it is divided into four parts: a working classification, the ghost story, famous ghost stories, the humorous ghost story. Against attempting the last, by the way, the novice is warned…. Miss Wells makes some surprising statements. ‘A true lover of detective fiction,’ she writes, ‘never reads detailed newspaper accounts of crime….Immensly interesting.’” -The Nation

Get Your Copy Now.