Scientific Advertising: Your Wish Is My Sale
Back in 1923, people loved their brands. The people who ran them, I mean. Roaring ad writers thrust their products in buyer’s faces, as if they’d pounce like Pavlovian hounds. We do the same. But there is one man who knows that heartless advertising only makes the sellers salivate.
You Are Selfish
Read this line from Claude Hopkins’ book, Scientific Advertising in the beginning of Chapter 3, Offer Service: “Ads say in effect, ‘Buy my brand. Give me the trade you give to others. Let me have the money.’ That is not a popular appeal.” Why not? “Remember, the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.”
Wait. We have a problem. If asking for money will lose your customer, how do you sell anything? In last week’s chapter of Just Salesmanship, Hopkins says your advertisement IS the salesperson. When did you meet a seller who failed to name her price? Could Hopkins favor ads that rely on creativity or post modern minimalism and say nothing about the product?
Certainly not. His definition of an ad is a device that sells. It’s just that creating sales usually takes more involvement with people than just waving your brand name. Hopkins speaks against that low standard of advertising, though it was vogue in the early 1920’s as it often is today.
Don’t you wish an agency’s clients would offer you more than a website and contact box that says submit? To be a successful seller — you must be a concierge.
How to Be a Concierge
The Stafford Hotel in London is a hidden gem where actor Paul Newman could jog in peace up and down the stairs. Frank Laino is concierge. In fact, he is officially the best concierge in the world. His panache is a big draw for the hotel — making him the epitome of a salesman. “You can’t force a relationship,” says Laino in interview with Luxury Travel Advisor. “They have to be built on mutual trust and understanding and likeability. You have to nurture it.”