Scientific Advertising: Is Your Ad Always Closing?
“Let us emphasize that point, The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”
He prefers Domino's Pizza door hangers to slick Absolut Vodka posters because the latter have no tangible sales message. “Some argue for slogans,” he says, “some like clever conceits. Would you use them in personal salesmanship? Can you imagine a customer whom such things would impress? If not, don't rely on them for selling in print.”
Today we too should meditate seven times on this simple wisdom in everything we create — whether it’s an advertisement, landing page, video or even a helpful blog. Only that will pay us back. For Hopkins ads are nothing more or less than sales. They’re not creative, nor meant for writing in the high style. He felt so indomitably that an elevated tongue restrains your fiduciary ascendancy that he wrote: “Fine talkers are rarely good salesmen.”
He says, “fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject. They reveal the hook.” What is the hook? I think it’s the writing itself. Are you drawing attention to the writing? If you are, you’ve stopped communicating, which is the only hook you have.
Hopkins throttles us — advertising is not about the hook. Keep it hidden. You can do that if you consider that advertising is merely salesmanship personified. What you don’t want to see in a man at your door with a suitcase you don’t put into an ad ...
“Some advocate large type and big headlines. Yet they do not admire salesmen who talk in loud voices...Others look for something queer and unusual. They want ads distinctive in style or illustration. Would you want that in a salesman? Do not men who act and dress in normal ways make a far better impression?...Some insist in dressy ads. That is all right to a certain degree, but is quite important. Some poorly dressed men prove to be excellent salesmen. Over dress in either is a fault…