Page 221 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

190 Index

Making Ads Pay (Caples), 154 O’Bryan, Pat, 105, 134
Making Advertisements The 100 Greatest Adver-

and Making Them Pay tisements (Watkins), 66
(Durstine), 66 Osborn, Alex, 67, 84. See also
The Man Nobody Knows
(Barton): Batten, Barton, Durstine,
on advertising & Osborn (BBDO) agency
philosophy, 162
description of, 4–5 Parables, speaking in, 45–53
Jesus in, 24–25, 163, 172 Penney, J. C., 93–94, 137–144,
sincerity and, 10, 69
versions of, 152 151–152
Marshall Field & Penney Farms, 143
Company, 52 Perrine, Craig, 103, 105
Masters of Advertising Copy Persuasion, sharpening knife
(Barton), 85–86
McCann, Ron, The Joy of of, 89–95
Service, 36, 40 Philanthropy, 79–80, 84–85
Memorial Home Post, Emily, 41
Community, 143 Problem, setting up, 112–113
Mercenary Marketing Psychological state,
(David), 68–69
Miracle, creating, 40–41 changing, 129–130
Mission statement of Penney, Purpose, 168, 171–172
140–141
Mok, Jo Han, 157–158 Rapport with reader,
More Power to You (Barton), 19 deepening, 109–111

Napoleon Bonaparte, 53 Reading, recommended,
Needs of people, meeting, 181–182

26–27 Reality, facing, 137–139
Religion, inspiration from,
Objections, dealing with,
121–122 35–41
Resources:

on Barton, 152–154
on Penney, 151–152
for sharing wealth, 146
Revealing business nobody

knows, 23–32