Get FREE sales and marketing magazines!

Direct MagazineI’ve just added a “free publication store” to my Web site.

You can get FREE subscriptions to trade magazines in a wide variety of industries, including sales and marketing.

There’s no catch. Most of the subscriptions are 100% free. A handful offer cheap trial subscriptions.

How does this work? Well, a little-known secret of the publishing business is that there isn’t much money in subscriptions. The money is in the advertising and spin-off products. This is particularly true for magazines catering to niche business markets.

So what many publishers do is give away free subscriptions in order to build their readership. The higher their circulation, the more they can charge for advertising. Simple, huh?

Click here to browse my catalog of publications and subscribe to as many as you like. There are no limits and they’re all free. Plus, there are lots of extras, including white papers, podcasts, downloads, and more. You can browse by title or by industry.

Here are some of the most popular publications in the sales and marketing category:

Take your time. Look around. Subscribe or take as much of the free stuff as you like. And don’t forget to bookmark the home page because there are new magazines, newsletters, and other good stuff added regularly.

CLICK HERE to visit the collection of FREE publications.

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Favorite quotations about advertising

I love a good quotation.

Over the years, I’ve collected a few hundred quotes about advertising and selling that are variously inspiring, funny, or instructive. Here are some of my favorites.

“Advertising is totally unnecessary. Unless you hope to make money.”  -Jef I. Richards

“A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable.”  -Bernice Fitz-Gibbon

“Exuberance is better than taste.”  -Gustave Flaubert

“The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.”  -Howard Luck Gossage

“Advertising is salesmanship mass produced. No one would bother to use advertising if he could talk to all his prospects face-to-face. But he can’t.”  -Morris Hite

“When executing advertising, it’s best to think of yourself as an uninvited guest in the living room of a prospect who has the magical power to make you disappear instantly.”  -John O’Toole

“Thinking is the hardest work many people ever have to do, and they don’t like to do any more of it than they can help. They look for a royal road through some short cut in the form of a clever scheme or stunt, which they call the obvious thing to do; but calling it doesn’t make it so. They don’t gather all the facts and then analyze them before deciding what is really the obvous thing, and thereby they overlook the first and most obvious of all business principles.”  -Robert R. Updegraff

“You’ve got to be careful if you don’t know where you’re going ’cause you might not get there.”  -Yogi Berra

“The headline is the ‘ticket on the meat.’ Use it to flag down readers who are prospects for the kind of product you are advertising.”  -David Ogilvy

“Advertising in the final analysis should be news. If it is not news it is worthless.”  -Adolph S. Ochs

“Let’s say you have $1,000,000 tied up in your little company and suddenly your advertising isn’t working and sales are going down. And everything depends on it. Your future depends on it, your family’s future depends on it, other people’s families depend on it. Now, what do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?”  -Rosser Reeves

“Facts are to the mind what food is to the body.”  -Edmund Burke

“Promise, large promise, is the soul of an advertisement.”  -Samuel Johnson

“I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.”  -Leo Burnett

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Learn to write headlines at the grocery store!

Glamour MagazineYou can read books, attend seminars, and study famous ads to learn how to write headlines.

Or you can just go to the grocery store.

Standing in the checkout line, you will see some of the best examples of headline writing on the covers of popular magazines. Why? Because these publishers know that to sell magazines, they have to capture your attention fast. So the top magazines have become very, very good at writing headlines.

Now for the record, I don’t read these magazines. But my wife does. And she squirrels them away all over the house. So I have a massive collection to dive into when I’m looking for some inspiration.

Here are some good examples from two Glamour magazine covers:

PSSST! Why guys love your body exactly as is – Read their head-to-toe lust list on p. 220

SEXY HAIR IN 10 MINUTES (OR LESS)

Find your best birth control – Intimate advice you’ll never hear from your doctor

Men’s new sexual needs – Thanks for sharing, guys!

15 SUPER HONEST ANSWERS TO YOUR MOST PRIVATE HEALTH QUESTIONS

Major beauty miracles! All the skin and hair secrets you’ve been begging us for

10 things no woman should feel guilty about

Most of these are “fascinations,” a type of headline that acts as a teaser. Each headline promises interesting information, but reveals nothing about the content. Notice the specifics, alliteration, and rhythm.

Also notice the double whammy of headlines such as “Major beauty miracles! All the skin and hair secrets you’ve been begging us for.” This is typeset as a two-part headline, the first part to grab your attention and the second part to give you more detail.

Not all headlines should be written like this. There are many other approaches. But when you’re looking for ideas and inspiration, go shopping. Major magazine editors have turned provocative headline writing into an art form.

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Does negative advertising work?

Yes. No. Well, sometimes.

Whether negative advertising works depends on who you ask. Ask a political campaign manager, and the answer is yes. Ask an product advertising manager, and the answer is no. Usually.

I’m thinking about this for two reasons:

One, the current election season is producing some very negative advertising. And if you think national politics gets nasty, watch the local races. That’s where the gloves really come off.

Two, Apple has been running some negative TV advertising for a few years that actually works. While these are not direct response ads, they are instructive.

The rule of thumb is that negative advertising doesn’t work. Why? In Scientific Advertising, Claude Hopkins said it best:

To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty.

If you abhor knockers, always appear a good fellow.

Show a bright side, the happy and attractive side, not the dark and uninviting side of things. Show beauty, not homeliness; health, not sickness. Don’t show the wrinkles you propose to remove, but the face as it will appear. Your customers know all about wrinkles.

In addition to making you look petty, negative advertising puts your prospects in the wrong frame of mind, gets them thinking about your competitor instead of you, and fails to make the positive emotional connection that is the linchpin for any sales pitch. Read more

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11 freelance tips for earning like a pro

freelance tipsWhat’s the difference between high-earning freelancers and all other freelancers? For the most part, the high earners have a professional mindset.

And what does that mean?

It means making a shift from the paycheck mentality to the professional mentality. Here are 11 tips for doing just that.

1. Think like a professional. Whether you want to earn a little extra income on the side or go full-blown freelance pro, you should consider yourself in the same class as all other professionals, worthy of the same respect and income.

2. Ignore most of the advice from the freelance “industry.” Many magazines, books, and online sources give bad advice for those wanting to make money at freelancing. You must carefully weigh the advice you get, choosing to follow only what you know will further your business interests.

3. Politely disregard the advice from friends and family. Everyone thinks they’re an expert, even those who have never freelanced before. But you have to avoid seeking emotional support and start seeking success. If someone gives you advice, look at how much money they’re making from their own freelancing, if any. If they’re no better off than you, smile, nod politely, and promptly forget what they say.

4. Think long term and never give up. It will probably take 3 to 5 years to establish a profitable clientele and to get comfortable with your new business. Many freelancers simply give up too soon. Make a commitment to persist against all odds and slowly grow your business over the next few years. Easier said than done. But persistence pays off.

5. Offer special expertise. You must offer clients unique knowledge, experience, or skill in some area besides the physical task you perform.

For example, if you’re a writer, what expertise do you have in addition to writing? Perhaps you work in the PR department of a hospital, or you have a few years of volunteer experience raising funds for a nonprofit, or you’ve written a number of successful radio commercials, or you have a chemical engineering degree. Whatever it is, your specialty gives you the edge you need to a) differentiate yourself from all other writers, b) narrow your market and find the right clients, and c) charge higher, professional-level fees.

Neither your technical skills nor your special knowledge is enough by itself. Put them together, however, and you have the edge you need. Read more

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