Albert Lasker

Are You familiar with John E. Kennedy and Albert Lasker from the early 1900's? That's where my point of this Article is about. There is a Story that I had heard that is probably fake, but it sounds good.

It is a lesson in copy writing itself. It started when an unknown copywriter named John E. Kennedy sent a note to A.L. Thomas of the Lord & Thomas Advertising agency. His note read: " I am in the saloon downstairs. I can tell you what advertising is. I know you don't know. It would mean much to me to have you know that it is and it will mean much to you. If you wish to know what advertising is, send the word "yes" down by the bell boy." Signed, John E. Kennedy.

That note would have ended up in the trash if Albert Lasker had not been in the office. Unknown to Kennedy, Lasker had been searching for the answer to that question for 7 years.

Lasker was the rising star at Lord & Thomas, The third largest ad agency in the world. It was 1904 when at the age of 24, he was made a partner and was paid $52,000. Yet, he did not know what advertising was. Nor could he find someone else who knew.

Lasker was quickly to sent for Kennedy, starving for the answer. In that meeting history was changed for advertising, Three words were spoken "Salesmanship In Print," The concept was so basic and so effective that no one has since been able to improve upon it.

After being exposed to this powerful concept, Lasker commissioned the brilliant Kennedy to write down the set of principles into a series of lessons which were then used to train Lasker and the Lord & Thomas copywriters.

Lord & Thomas soon became the training center for the advertising world. Lord & Thomas, under Lasker's direction and by using Salesmanship-In-Print became the most admired agency in the world.

The reason I told that story was to give you an ideal of how powerful three simple words can affect the out come of your writing copy. The most simple wording can give you the most sales, so keep in mind that it doesn't have to be an elaborate sales copy to make you money being simple and to the point is key. Its giving your audience what they want and delivering it with simple copy.