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The Charlieton
@TheCharlieton
, 3 tweets, 1 min read Read on Twitter
So it turns out that if you read a lot of old copywriting books, your daily writing starts to morph into long-form direct response sales copy.

You are what you read!

newyork.craigslist.org/mnh/fuo/d/new-…
newyork.craigslist.org/mnh/fuo/d/new-…
@zimbatsu update on the storage system. Sold it to a guy yesterday.

No mention the ad was weird. I think he appreciated the throughness of it.

Long copy for the win.
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The Charlieton
@TheCharlieton
I just finished reading “Tested Advertising Methods,” by John Caples.

I found this book after seeing that David Ogilvy called it “without a doubt, the most useful book on advertising [he] had ever read.”

Good enough for me!

Here are my key takeaways:
The book is premised on two simple ideas.

First, there is a GIGANTIC difference btwn a good ad & a bad ad

Caples says “I have seen one ad sell 19 1/2x as much goods an another.”

Second, a good ad is discovered by applying the scientific method to the testing of ad variables
Think of “Tested Advertising Methods” like the marketing cousin to @jposhaughnessy‘s What Works on Wall Street.

Both authors start w an observation that there are widely divergent outcomes in their respective fields and set out to identify the factors that lead to success.
Read 19 tweets
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The Charlieton
@TheCharlieton
Buffett's 2018 annual letter to Berkshire shareholders is out.

berkshirehathaway.com/letters/2018lt…

My takeaways:
WEB has always been precise when comparing book & intrinsic values, BUT for decades he's opened by reporting the % change in per share BV, calling it a flawed but useful proxy for IV.

Thats over.

WEB no longer thinks BV has enough relevance for the top spot, even w/ caveating
The BV / IV distrinction is not new (he's been talking about it for at least 50 years), & Buffett already made it clear he had rerated the usefulness of BV as a proxy for IV when he scrapped the buyback peg, but I think the stylistic deviation after so many letters is surprising
Read 9 tweets
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The Charlieton
@TheCharlieton
I just finished reading ‘Ogilvy on Advertising’.

After personally overseeing many frustrating marketing campaigns in 2018, this book hit me like a bolt of lightning and was easily a top five read in the last 12 months.

Here’s a thread of my favorite takeaways:
Ogilvy viewed advertising not as an art form, but as a medium of information designed to SELL.

“When Aeschines spoke they said, ‘How well he speaks.’

But when Demosthenes spoke, they said “Let us march against Philip.’”

We advertise to elicit action, not the praise of peers.
“Everyone involved has a vested interest in prolonging the myth that all advertising increases sales to some degree. It doesn’t.”

My takeaway: don’t ask a CMO about how effective their ads are. Ask the COO, the CFO, and the CEO. If the marketing is pumping, they’ll know for sure
Read 26 tweets

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Who funds the IEA, the TPA, the ASI &co?
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Mr. Spock 🖖
@SpockResists
#NewYork #NewJersey
#ConfrontCorruption

Time Square

WHEN
July 18, 2018 at 8pm - 9:30pm
WHERE
Times Square
7th Ave & W 47th St
New York, NY 10036
United States
RALLY AGAINST TRUMP TREASON
WHEN
July 18, 2018 at 4:30pm - 7pm
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Congressman Leonard Lance's Office
425 N Ave E
Westfield , NJ 07090
United States
Go here for #NewYork
confrontcorruption.org/new_york_city
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