“Changing people’s habits is very expensive.” So says Hopkins. He measures the returns on coupons — running the analytics in 1923.
Just like pictures of Santa have changed since 1923, so have the ways we use pictures in advertising.
Series author Joshua Bains takes you inside the mind of Claude Hopkins, legendary writer of “Scientific Advertising.”
Claude Hopkins says that your advertising message needs to be on target — to every target — every time.
We’re all inoculated against “The Best.” Writing that you or your service are the best without data brands you as a marketing hack.
King Solomon said, “Money answers everything.” 2,723 years later, Claude Hopkins finds nothing new under the sun: “Perhaps we are …”
Claude Hopkins explains: “The salesman wastes much of his time on prospects whom he can never hope to interest.”
If Claude Hopkins is right, our digital writing is severely tested each day. This fourth chapter in Scientific Advertising…
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
Let’s answer the one question you’ve got about this series: “How can a book from 1923 help me with what I’ve got to do?”
Copywriter Claude Hopkins was paid $185,000 a year by his advertising agency … in the 1920s. That’s over $4.7 million