I learned 9 Advertising Secrets From Mark Twain.

“Many a small thing has been made large by the right kind of advertising.”

Advertising is life made larger than life by images and words that promise a wish granted, a dream realized, or a problem solved. Even Viagra heeds Mark Twain’s warning about advertising. The worst sort of advertisement exaggerates in order to attract your attention, while the finest does so without exaggeration. It simply states a fact or indicates an emotional need before allowing you to move from “small to large.” Before-and-after photographs advertising weight reduction products and cosmetic surgery, for example, both sink to almost hilarious disbelief. The best: Apple’s iPod “silhouette” campaign and the groundbreaking Eminem ads, which both propel iPod to “instant cool” status.

“When in doubt, tell the truth.”

Gimmicks abound in today’s advertising. They cling to a product like a ball and chain, preventing it from advancing ahead of the competition and limiting any genuine communication of benefits or motivation to buy. The theory is that if the gimmick is wild or ridiculous enough, it will at least attract their attention. Local vehicle dealer advertisements are arguably the worst offenders, with zoo animals, sledgehammers, clowns, bikini-clad models, and anything else that has nothing to do with the product’s true purpose. They’d have a wonderful ad if the individuals who came up with these absurd schemes spent half their time just adhering to the product’s true benefits and purchase motivators. What they don’t realize is that they already have a lot of material to work with and don’t need to rely on gimmicks. There’s the product, with all of its advantages, the brand, which they’ve probably spent money to advertise, the competition, with all of its flaws, and two major purchase motivators: fear of loss and promise of gain. To put it another way, all you have to do is tell the truth about your product and be open about your clients’ desires and requirements. Of course, it isn’t always the case. You’ll need to perform some research to discover what your clients really want, what your competitors have to offer, and why your product is superior.

“Facts are stubborn things, but statistics are more pliable.”

You have to really be careful when using facts in advertising. Facts are scary, as any politician will tell you. They have no elasticity, pliability, or opportunity for misunderstanding. They’re undeniable. And when used correctly, it may be extremely effective. Advertisers and politicians, on the other hand, adore numbers. “Preparation J is recommended by nine out of ten doctors.” Who can argue with that? Alternatively, “Sunshine Gum is recommended by five out of six dentists.” It makes me want to go out right now and grab a pack of Sunshine. Keep it in your hands. Rewind.

“Whenever you find you’re on the side of the majority, it is time to reform.”

Let’s take a look into how these numbers—this ostensible majority—came to be. To begin with, how many doctors did they interview until nine out of ten agreed that Preparation J was effective? a thousand? ten thousand? How many dentists despised the notion of their patients chewing gum but eventually gave in, explaining, “Most chewing gum has sugar and other substances that ruin your teeth, but if the guy has to chew it, it might as well be Sunshine, which contains less sugar.” To put it another way, statistics can be twisted to indicate practically anything. The devil, indeed, is in the details. The truth is that there’s a 5 percent chance you’ll obtain any kind of result by chance. Because many statistical studies are skewed and not “double-blind” (i.e., neither the subject nor the doctor knows who received the test product and who received the placebo). Worst of all, figures are frequently bolstered by legal disclaimers. Try reading the entire page of legally mandated warnings for that weight-loss pill you’ve been taking if you don’t trust me. The bottom line is to stick to the facts. Then back them up with compelling selling arguments that answer your customer’s demands.

“The difference between the right word and almost right word is the difference between lightning and a lightning bug.”

To produce a truly successful ad copy, you must use the precisely correct word at the exact right time. You want to direct your buyer to every benefit your product has to offer, and you want to highlight each benefit in the greatest light possible. You also don’t want to give them any cause or opportunity to deviate from your point of view. If they get away, you’re doomed. They’ve moved on to the next page, a different TV channel, or a different website. As a result, make each word express exactly what you intend it to say, no more, no less. For instance, if a product is brand new, don’t be hesitant to use the word “new” (a product is only new once in its life, so exploit the fact).

“Great people make us feel we can become great.”

Great advertising do as well. While they can’t make us believe we’ll become millionaires, be as famous as Madonna, or be as pleasant as Tom Cruise, they can make us believe we can be as attractive, famous, affluent, or admired as we wish. Because we all have a little engine that could beat the odds and catch the brass ring, win the lottery, or sell that book we’ve been working on given the right circumstances. Without going overboard, great advertising taps into that belief. People sitting on an exotic beach with miniature beach umbrellas in their cocktails (a totally realistic image for the typical person) were utilized in an effective lottery ad with the line: “Somebody’s got to win, may as well be you.”

“The universal brotherhood of man is our most precious possession.”

We’re all members of the homo sapiens family of species. Each of us desires to be admired, respected, and loved. We want to feel safe in our daily lives and at work. As a result, make ads that touch people’s hearts. Make an emotional connection with your audience through your graphic, headline, and copy. When utilized effectively, even comedy can be a strong tool for connecting with a potential customer. People will always respond to what you have to sell them on an emotional level, whether you’re selling shoes or software. After they’ve decided to buy, the rationalization process begins to reaffirm their choice. To put it another way, they’ll transition from prospect to client once they’re satisfied you’re a man with genuine empathy for their ambitions, desires, and difficulties.

“A human being has a natural desire to have more of a good thing than he needs.”

Isn’t that the truth? Better money means more clothes, a nicer car, and a larger home. Advertising thrives on this. “You require this. And you require more of it on a daily basis.” It’s the common adage that pushes us to the limit of our credit cards. So, how do you feed this insatiable desire for more? Persuade customers that more is better. In the giant economy size, Colgate gives 20% more toothpaste. With the large Charmin roll of toilet paper, you receive 60 more sheets. The GE light bulbs are 15% brighter. Raisin Brain now has 25% more raisins. When Detroit realized it couldn’t sell more cars per household in an already crowded U.S. market, it began selling more vehicles per car—SUVs and trucks grew in size and power. They’re still selling 3-ton SUVs with a 15-mpg fuel economy.

“Clothes make the man. Naked people have little or no influence on society.”

Who is going to get the girl? Who attracts the savviest of men? Who is going to get the huge promotion? Neiman Marcus is aware of the situation. Abercrombie & Fitch is the same way. Saks Fifth Avenue, too. Why would you spend $900 on a power suit if you didn’t have to? Alternatively, how about $600 for a pair of shoes? Observers have long argued that character is immanent in appearance, saying that garments reveal a rich palette of interior attributes as well as a brand mark of social identification, from Aristotle to the twentieth century. This is when effective advertising pays off handsomely. Where you need the right model (not necessarily the most gorgeous) as well as really talented photographers and filmmakers who know how to tell a story, set a mood, and persuade you that you aren’t buying the “emperor’s garments.” The black-and-white Levis commercial portraying a youngster driving through the Czech Republic’s side streets and alleys is an example of good fashion advertising. “Reason 007: In Prague, you can swap them for a car,” the voiceover jokes as he gets out of the car to pick up friends wearing only a shirt.