Just like pictures of Santa have changed since 1923, so have the ways we use pictures in advertising. There’s Claude Hopkins’ way and most everyone else’s. This week’s chapter of "Scientific Advertising" — Art in Advertising — highlights the difference between the two schools: direct response and branding.
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.
We’re all inoculated against "The Best." Writing that you or your service are the best without data or anecdotal evidence brands you a marketing hack. "Best" and "Greatest" are at best passed over without notice. (See?) And half the time we simply won’t believe you. (Really ... exactly half the time?)
King Solomon said, “Money answers everything.” 2,723 years later, Claude Hopkins finds nothing new under the sun: “Perhaps we are advertising a valuable formula. To merely say that would not be impressive."
Claude Hopkins explains: “The salesman wastes much of his time on prospects whom he can never hope to interest.” Despite being there in person, there is no way to attract the wrong handsome stranger - even when your pitch cannot be ignored.