Scientific Advertising
by Claude C. Hopkins
Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip threefourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it. Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result. Changing peoples habits is very expensive. A project which involves that must be seriously considered. To sell shaving soap to the peasants of Russia one would first need to change their beard wearing habits.
Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip threefourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it.
Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell. Don’t try to be amusing. Money spending is a serious matter. Don’t boast, for all people resent it. Don’t try to show off. Do just what you think a good salesman should do with a half-sold person before him.
Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim.
When you once get a persons attention, then is the time to accomplish all you can ever hope with him. Bring all your good arguments to bear. Cover every phase of your subject. One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince.
Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip threefourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it.
"Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip threefourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it."
"Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result. Changing peoples habits is very expensive. A project which involves that must be seriously considered. To sell shaving soap to the peasants of Russia one would first need to change their beard wearing habits."
"Headlines on ads are like headlines on news items. Nobody reads a whole newspaper. One is interested in financial news, one in political, one in society, one in cookery, one in sports, etc. There are whole pages in any newspaper which we may never scan at all. Yet other people might turn directly to those pages. We pick out what we wish to read by headlines, and we don’t want those headlines misleading."
"The only purpose of advertising is to make sales.It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong."
"Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell. Don’t try to be amusing. Money spending is a serious matter. Don’t boast, for all people resent it. Don’t try to show off. Do just what you think a good salesman should do with a half-sold person before him."
"Give samples to interested people only. Give them only to people who exhibit that interest by some effort. Give them only to people whom you have told your story. First create an atmosphere of respect, a desire, an expectation. When people are in that mood, your sample will usually confirm the qualities you claim."
"When you once get a persons attention, then is the time to accomplish all you can ever hope with him. Bring all your good arguments to bear. Cover every phase of your subject. One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince."
- →Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip threefourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it.
- →Always bear these facts in mind. People are hurried. The average person worth cultivating has too much to read. They skip threefourths of the reading matter which they pay to get. They are not going to read your business talk unless you make it worth their while and let the headline show it.
- →To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow.
- →The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information.
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