Here’s the final segment of the interview between Clayton Makepeace and Gary Bencivenga. Gary reveals some of his secrets to creating a mutually profitable relationship between copywriters and clients. Let’s jump right in…
“Scientific Advertising In The 21st Century” – Part 15 “Test Campaigns”
If there is one idea that justifies the use of the title “Scientific Advertising” by copywriter Claude Hopkins it’s this… “Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort […]