Scientific Advertising: Tell Them All You've Got
Claude Hopkins says that your advertising message needs to be on target — to every target — every time. Whenever you intend to sell, bring all of the information and arguments that you have.
“[If] a number of claims appeal to a large percentage,” says Hopkins, “then present those claims in every ad for their effect on that percentage. Some advertisers, for sake of brevity, present one claim at a time. Or they write a serial ad, continued in another issue. There is no greater folly.”
Don’t Hold Back What You Know
This can make not just your advertising more effective, but your websites. We know that people who click on the link to a page will expect to find information about their keyword once they arrive. But is that information enough to sell them?
If not you’ll need more. And for two reasons. The first is that you’ve got one chance with every prospect. The second is that only certain people are swayed by certain facts. “One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince.”
Will this extra information offend them? Hopkins says no. Unload yourself of facts: “Bring all your good arguments to bear. Cover every phase of your subject…”
Because people only read once.
Forget Repeat Readers ...There Aren’t Any
Won’t you create boring reading when you’re rehashing all the facts you’ve got on every page? Just slightly: “The advertisements seem monotonous to the men who read them all. A complete story is always the same. But one must consider that the average reader is only once a reader, probably. And what you fail to tell him in that ad is something he may never know.”
“...In every ad consider only new customers. People using your product are not going to read your ads. They have already read and decided. You might advertise month after month to present users that the product they use is poison, and they would never know it. So never waste one line of your space to say something to present users, unless you can say it in your headlines. Bear in mind always that you can address an unconverted prospect.”
Put In More Facts
I think you should do this not just in every advertisement, but on your landing pages. This goes against what many of us do. We try creating a funnel experience that page-by-page leads people closer to conversion. Hopkins asks us to convert anew on every page by including all the facts and arguments.