To understand advertising, you need to understand salesmanship.
Both are filled with mis-steps, gimmicks, and frauds.
Advertising is widely understood to be "Salesmanship in Print." Understanding what makes a successful salesman then gives you the basics of what will make successful ads. With this tested collection of solutions, any person is well on their way to understanding human nature and how to approach prospects in order that marketing becomes routinely effective.
Only when a person knows to test and re-test everything they find will success show up. During 10 years of research, Wheeler tested over 105,000 words and phrases on more than 19 million people, resulting in the development of his "5 Wheeler Points".
These principles as powerful today as they were when this book was originally published in 1937. Even as things change, technology transforms, business evolves—human nature has stayed the same.
