Welcome back to this series of articles discussing the copywriting classic “Scientific Advertising” by Claude Hopkins. Chapter 12 deals with the topic of “Strategy”. Hopkins clearly saw business and marketing as a highly competitive endeavour…
“Scientific Advertising In The 21st Century” – Part 11 “Information”
“Information” is the subject of Chapter 11 of the copywriting classic “Scientific Advertising” by Claude Hopkins. In today’s language, what Hopkins is talking about is better understood as research. Hopkins was firmly of the view that… “An ad-writer, to have a chance at success, must gain full information on his subject…A painstaking advertising man will […]
“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 […]
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