Had to pop into the city today. At one of the main line stations (and presumably elsewhere) representatives of the local branch of Coca Cola were enthusiastically handing out free samples of “Coke Zero” (nicely chilled, I noticed, which showed some attention to detail) to every passer-by. Let’s leave aside the issue that today was […]
“Scientific Advertising In The 21st Century” – Part 4
Welcome to Part 4 of this series “Scientific Advertising In The 21st Century”. “Mail Order Advertising – What It Teaches” is the fourth chapter in the classic book by copywriter Claude Hopkins. And again it goes to the heart of what Hopkins saw as key to success in advertising. Testing, tracking and measuring so that […]
“Scientific Advertising In The 21st Century” – Part 3 “Offer Service”
Welcome to Part 3 of this series “Scientific Advertising In The 21st Century”. This third chapter in the copywriting classic “Scientific Advertising” by Claude Hopkins is titled “Offer Service”. Now, that title is a little misleading to the modern day reader because what Hopkins is really talking about is offering the prospective customer some sort […]
“Scientific Advertising In The 21st Century” – Part 2
Welcome to Part 2 of this series “Scientific Advertising In The 21st Century”. Hopkins begins the second chapter (“Just Salesmanship”) as follows… “To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Success and failures in both lines […]