Scientific Advertising: How to Avoid Expensive Habits
Find the Positive Slogan
“Costly mistakes are made by blindly following some ill-conceived idea. An article, for instance, may have many uses, one of which is to prevent disease. Prevention is not a popular subject, however much it should be. People will do much to cure trouble, but people in general will do little to prevent it. This has been proved my many disappointments.
“One may spend much money in arguing prevention when the same money spent on another claim would bring many times the sales. A heading which asserts one claim may bring ten times the results of a heading which asserted another. An advertiser may go far astray unless he finds out. A toothpaste may tend to prevent decay. It may also beautify teeth. Tests will probably find that the latter appeal is many times as strong as the former. The most successful tooth paste advertiser never features tooth troubles in his headlines …”
We can apply this now when using Google Keyword Planner to decide our headlines. Every one of us can be a mini-Hopkins, with instant keyword data that once took his coupon sorting secretaries days, weeks and months to count.
“Some claims not popular enough to feature in the main are still popular enough to consider. They influence a certain number of people — say one-fourth of your possible customers. Such claims may be featured to advantage in a certain percentage of headlines. It should probably be included in every advertisement. But those are not things to guess at …”
Headlines, like habits, must be judged only on how closely they resemble our buyers’ behavior.