This next chapter, “Use Of Samples” in the copywriting classic “Scientific Advertising” by Claude Hopkins is one that I’ve always found particularly interesting. Hopkins was one of the pioneers in this area and the insights he gained are still relevant today. Unfortunately, all too many marketers either are unaware of these insights or choose to […]
“Scientific Advertising In The 21st Century” – Part 12 “Strategy”
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 10 “Things Too Costly”
Chapter 10 of copywriting classic “Scientific Advertising” is titled “Things Too Costly”. By this, the great Claude Hopkins means… “Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result.” Put another […]
“Scientific Advertising In The 21st Century” – Part 9 “Art In Advertising”
In this next part of this series “Scientific Advertising In The 21st Century”, legendary copywriter Claude Hopkins turns his attention to the use of art in advertising. Not surprisingly, his key criterion is whether or not including a picture will help the sale and improve results. Hopkins observed… “Pictures in advertising are very expensive. Not […]
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