1. 1. ClaudeHopkins Advertising Pioneer
2. 2. Lifeandcareer 18661932 Lord & Thomas, Chicago (predecessor of Foote Cone Belding, now Draft FCB). Schlitz, Quaker Oats, Goodyear, Palmolive. He was cocky, but he KNEW what worked and what didnt through countless cycles of trial and error. He made a ton of money in his day. $185,000 a year about $4 million today. July 2, 2015Proprietary and confidential. Please use discretion.2
3. 3. Principlesandphilosophy Advertising is salesmanship Focus on the individual customer Offer service The value of full information Tell your full story Be specific Psychology Samples and demonstration Emphasis on cost and result Testing and experimentation Sell to consumers, not to dealers Never advertise negatively Passion and hard work July 2, 2015Proprietary and confidential. Please use discretion.3
4. 4. ADVERTISINGISSALESMANSHIP July 2, 2015Proprietary and confidential. Please use discretion.4
5. 5. The only purpose of advertising is to make sales. July 2, 2015Proprietary and confidential. Please use discretion.5
6. 6. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. A salesmans mistake may cost little. An advertising mistake may cost a thousand times as much. Be more cautious, more exacting, therefore. July 2, 2015Proprietary and confidential. Please use discretion.6
7. 7. The way to sell goods is to sell them. July 2, 2015Proprietary and confidential. Please use discretion.7
8. 8. That is one of the greatest advertising faults. Ad-writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause. July 2, 2015Proprietary and confidential. Please use discretion.8
9. 9. FOCUSONTHEINDIVIDUALCUSTOMER July 2, 2015Proprietary and confidential. Please use discretion.9
10. 10. Dont think of people in the mass. That gives you a blurred view. Think of a typical individual. July 2, 2015Proprietary and confidential. Please use discretion.10
11. 11. The advertising man studies the consumer. He tries to place himself in the position of the buyer. July 2, 2015Proprietary and confidential. Please use discretion.11
12. 12. Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists. July 2, 2015Proprietary and confidential. Please use discretion.12
13. 13. Every campaign that I devise or write is aimed at some individual member of this vast majority. I do not consult managers or boards of directors. Their viewpoint is nearly always distorted. I submit them to the simple folks around me who typify America. They are our customers. Their reactions are the only ones that count. July 2, 2015Proprietary and confidential. Please use discretion.13
14. 14. I know of nothing more ridiculous than gray-haired boards of directors deciding on what housewives want. July 2, 2015Proprietary and confidential. Please use discretion.14
15. 15. We must get down to individuals. We must treat people in advertising as we treat them in person. Center on their desires. July 2, 2015Proprietary and confidential. Please use discretion.15
16. 16. We cannot go after thousands of men until we learn how to win one. July 2, 2015Proprietary and confidential. Please use discretion.16
17. 17. OFFERSERVICE July 2, 2015Proprietary and confidential. Please use discretion.17
18. 18. Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. July 2, 2015Proprietary and confidential. Please use discretion.18
19. 19. People can be coaxed but not driven. Whatever they do they do to please themselves. Many fewer mistakes would be in advertising if these facts were never forgotten. July 2, 2015Proprietary and confidential. Please use discretion.19
20. 20. The best ads ask no one to buy. That is useless. July 2, 2015Proprietary and confidential. Please use discretion.20
21. 21. THEVALUEOFFULLINFORMATION July 2, 2015Proprietary and confidential. Please use discretion.21
22. 22. Ad ad-writer, to have a chance at success, must gain full information on his subject. A painstaking advertising man will often read for weeks on some problem which comes up. July 2, 2015Proprietary and confidential. Please use discretion.22
23. 23. Caffeineless coffee has been advertised for years. Only through weeks of reading did we find the way to put it in another light. July 2, 2015Proprietary and confidential. Please use discretion.23
24. 24. To advertise a tooth paste this writer has also read many volumes of scientific matter dry as dust. But in the middle of one volume he found the idea which has helped make millions for that tooth paste maker. July 2, 2015Proprietary and confidential. Please use discretion.24
25. 25. The maker may say that he has no distinctions. However, there is nearly always something impressive which others have not told. We must discover it. July 2, 2015Proprietary and confidential. Please use discretion.25
26. 26. Genius is the art of taking pains. The advertising man who spares the midnight oil will never get very far. July 2, 2015Proprietary and confidential. Please use discretion.26
27. 27. The uninformed would be staggered to know the amount of work involved in a single ad. This is no lazy mans field. July 2, 2015Proprietary and confidential. Please use discretion.27
28. 28. Advertising is much like war... Our intelligence department is a vital factor. July 2, 2015Proprietary and confidential. Please use discretion.28
29. 29. TELLYOURFULLSTORY July 2, 2015Proprietary and confidential. Please use discretion.29
30. 30. When you once get a persons attention, then is the time to accomplish all you ever hope with him. July 2, 2015Proprietary and confidential. Please use discretion.30
31. 31. In every ad consider only new customers. People using your product are not going to read your ads. July 2, 2015Proprietary and confidential. Please use discretion.31
32. 32. We cannot expect people to read our ads again and again. July 2, 2015Proprietary and confidential. Please use discretion.32
33. 33. In one reading of an advertisement one decides for or against a proposition. And that operates against a second reading. July 2, 2015Proprietary and confidential. Please use discretion.33
34. 34. Ads should tell the full story. People do not read ads in a series. July 2, 2015Proprietary and confidential. Please use discretion.34
35. 35. We should not lose our opportunity. Every ad should include whatever we have found appealing to any considerable class. July 2, 2015Proprietary and confidential. Please use discretion.35
36. 36. All appeals which prove themselves important should be included in every ad. July 2, 2015Proprietary and confidential. Please use discretion.36
37. 37. One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince. July 2, 2015Proprietary and confidential. Please use discretion.37
38. 38. The more you tell, the more you sell. July 2, 2015Proprietary and confidential. Please use discretion.38
39. 39. Any reader of your ad is interested, else he would not be a reader. July 2, 2015Proprietary and confidential. Please use discretion.39
40. 40. BESPECIFIC July 2, 2015Proprietary and confidential. Please use discretion.40
41. 41. Give actual figures, state definite facts. Take the tungsten lamp as an example. Say that it gives more light than other lamps, and people are but mildly impressed. Say that it gives 3-1/2 times the light of carbon lamps, and people realize that you have made actual comparisons. They will accept your claims at par. July 2, 2015Proprietary and confidential. Please use discretion.41
42. 42. The weight of an argument may often be multiplied by making it specific. July 2, 2015Proprietary and confidential. Please use discretion.42
43. 43. One actual figure counts for more than countless platitudes. July 2, 2015Proprietary and confidential. Please use discretion.43
44. 44. Indefinite claims leave indefinite impressions. But definite claims get full credit and value. July 2, 2015Proprietary and confidential. Please use discretion.44
45. 45. PSYCHOLOGY July 2, 2015Proprietary and confidential. Please use discretion.45
46. 46. Human nature is perpetual. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them. July 2, 2015Proprietary and confidential. Please use discretion.46
47. 47. Curiosity is one of the strongest forms of human incentives. July 2, 2015Proprietary and confidential. Please use discretion.47
48. 48. Then he said, Try our rivals too said it in his headlines. He invited comparisons and showed that he did not fear them. Buyers were careful to get the brand so conspicuously superior that its maker could court a trial of the rest. July 2, 2015Proprietary and confidential. Please use discretion.48
49. 49. Many have advertised, Try it for a week. If you dont like it, well return your money. Then someone conceived the idea of sending goods without any money down, and saying, Pay in a week if you like them. That proved many times as impressive. July 2, 2015Proprietary and confidential. Please use discretion.49
50. 50. Remove all restrictions and say, We trust you, and human nature likes to justify that trust. July 2, 2015Proprietary and confidential. Please use discretion.50
51. 51. Ask a person to take a chance on you, and you have a fight. Offer to take a chance on them, and the way is easy. July 2, 2015Proprietary and confidential. Please use discretion.51
52. 52. An offer limited to a certain class of people is far more effective than a general offer. Those who are entitled to any seeming advantage will go a long way not to lose that advantage. July 2, 2015Proprietary and confidential. Please use discretion.52
53. 53. Prevention is not a popular subject, however much it should be. People will do much to cure a trouble, but... little to prevent it. They do not cross bridges in advance. July 2, 2015Proprietary and confidential. Please use discretion.53
54. 54. SAMPLESANDDEMONSTRATION July 2, 2015Proprietary and confidential. Please use discretion.54
55. 55. The product itself should be its own best salesman. July 2, 2015Proprietary and confidential. Please use discretion.55
56. 56. No argument in the world can ever compare with one dramatic demonstration. July 2, 2015Proprietary and confidential. Please use discretion.56
57. 57. Samples are of prime importance. However expensive, they usually form the cheapest selling method. July 2, 2015Proprietary and confidential. Please use discretion.57
58. 58. You say that is expensive. So is it expensive to gain a prospects interest. July 2, 2015Proprietary and confidential. Please use discretion.58
59. 59. They would not think of sending out a salesman without samples. But they will spend fortunes on advertising to urge people to buy without seeing or testing. July 2, 2015Proprietary and confidential. Please use discretion.59
60. 60. Many advertisers lose much by being penny-wise. That is why they ask ten cents for a sample, or a stamp or two. Putting a price on a sample greatly retards supplies. Then it prohibits you from using the word Free in your ads. July 2, 2015Proprietary and confidential. Please use discretion.60
61. 61. Bear in mind that you are the seller. You are the one courting interest. Then dont make it difficult to exhibit that interest. Dont ask your prospects to pay for your selling efforts. Three in four will refuse to pay perhaps nine in ten. July 2, 2015Proprietary and confidential. Please use discretion.61
62. 62. We do not advocate samples given out promiscuously. The product is cheapened. Give samples to interested people only. July 2, 2015Proprietary and confidential. Please use discretion.62
63. 63. EMPHASISONCOSTANDRESULT July 2, 2015Proprietary and confidential. Please use discretion.63
64. 64. Your object in all advertising is to buy new customers at a price which pays a profit. July 2, 2015Proprietary and confidential. Please use discretion.64
65. 65. Ads are not written to amuse, but to sell. And to sell at the lowest cost possible. July 2, 2015Proprietary and confidential. Please use discretion.65
66. 66. Countless advertisers without a trace on cost are judging ads by appearance. That is why so much money is wasted in advertising. People do not know their costs... July 2, 2015Proprietary and confidential. Please use discretion.66
67. 67. The money is spent blindly, merely to satisfy some advertising whim. July 2, 2015Proprietary and confidential. Please use discretion.67
68. 68. ...thousands of advertisers... spend large sums on a guess. And they are... paying for sales 2 to 35 times what they need cost. July 2, 2015Proprietary and confidential. Please use discretion.68
69. 69. ...figuring cost per customer ...that is the only way to gauge advertising. July 2, 2015Proprietary and confidential. Please use discretion.69
70. 70. I have no sympathy with dignified and orthodox advertising. We are in business to get results. July 2, 2015Proprietary and confidential. Please use discretion.70
71. 71. Many an old advertiser has little or no idea of his advertising results. The business is growing through many efforts combined, and advertising is given its share of credit. July 2, 2015Proprietary and confidential. Please use discretion.71
72. 72. We see... men spending five dollars to do what one dollar might do. Men getting back 30 per cent of their cost when they might get 150 per cent. July 2, 2015Proprietary and confidential. Please use discretion.72
73. 73. We can at least know what we pay. We can make keyed comparisons, one ad with another. July 2, 2015Proprietary and confidential. Please use discretion.73
74. 74. I want to sell what I have to sell, and sell it at a profit. I want the figures on cost and result. July 2, 2015Proprietary and confidential. Please use discretion.74
75. 75. TESTINGANDEXPERIMENTATION July 2, 2015Proprietary and confidential. Please use discretion.75
76. 76. We must discover what appeals are most impressive. We learn that by keyed tests... July 2, 2015Proprietary and confidential. Please use discretion.76
77. 77. Guesswork is very expensive. Perhaps one time in fifty a guess may be right. But fifty times in fifty an actual test tells you what to do and avoid. July 2, 2015Proprietary and confidential. Please use discretion.77
78. 78. I have little respect for most theories of advertising, because they have not been proved. July 2, 2015Proprietary and confidential. Please use discretion.78
79. 79. Our success depends on pleasing people. By an inexpensive test we can learn if we please them or not. July 2, 2015Proprietary and confidential. Please use discretion.79
80. 80. ...let the thousands decide what the millions will do. July 2, 2015Proprietary and confidential. Please use discretion.80
81. 81. One can always learn what is wanted and what is not wanted, without any considerable risk. July 2, 2015Proprietary and confidential. Please use discretion.81
82. 82. I never spent much money on any wrong theory. I discovered quickly the right and the wrong. July 2, 2015Proprietary and confidential. Please use discretion.82
83. 83. I made so many mistakes in a small way, and learned something from each. I made no mistake twice. Every once in a while I developed some great advertising principle. July 2, 2015Proprietary and confidential. Please use discretion.83
84. 84. None of us can afford to rely on judgment or experience. New problems require new experience. We must test our undertakings in the most exact way possible. July 2, 2015Proprietary and confidential. Please use discretion.84
85. 85. We find that some methods which succeed in one line cannot by applied to another. So, regardless of principles, we must always experiment. July 2, 2015Proprietary and confidential. Please use discretion.85
86. 86. SELLTOCONSUMERS,NOTTODEALERS July 2, 2015Proprietary and confidential. Please use discretion.86
87. 87. We cannot afford to sell anything twice. We cannot spend large sums in expense and concessions in selling our goods to dealers. Then spend other large sums in selling for the dealer. The tax is too great on the consumer. We must choose. July 2, 2015Proprietary and confidential. Please use discretion.87
88. 88. Much money is often frittered away on... dealer help. July 2, 2015Proprietary and confidential. Please use discretion.88
89. 89. To get dealers to stock an unknown line on promise of advertising is not easy. They have seen too many efforts fail, too many promises rescinded. July 2, 2015Proprietary and confidential. Please use discretion.89
90. 90. The average dealer does what you would do. He exerts himself on brands of his own, if at all. Not on another mans brand. ...they make four times as much on products of their own. July 2, 2015Proprietary and confidential. Please use discretion.90
91. 91. Many of the wrecks in advertising come from trying to sell things over and over. One first sells to the jobber, and he demands a large percentage. Then he tries to sell to the retailer. He wants free goods and extra margins. Yet all the results depend on the consumer. July 2, 2015Proprietary and confidential. Please use discretion.91
92. 92. One can never win out in that way. It is like a man who tries to do business with excessive overhead. He bears the expense, the risk, and the effort, and his profits are dissipated. July 2, 2015Proprietary and confidential. Please use discretion.92
93. 93. If a line can be sold by interesting dealers, let the dealer sell. But if we are going to sell our goods for him, we cannot pay him more than the profit of a mere distributor. July 2, 2015Proprietary and confidential. Please use discretion.93
94. 94. Win consumers and let them sell to dealers. July 2, 2015Proprietary and confidential. Please use discretion.94
95. 95. NEVERADVERTISENEGATIVELY July 2, 2015Proprietary and confidential. Please use discretion.95
96. 96. Never advertise negatively. July 2, 2015Proprietary and confidential. Please use discretion.96
97. 97. To attack a rival is never good advertising. Dont point out others faults. The selfish purpose is apparent. July 2, 2015Proprietary and confidential. Please use discretion.97
98. 98. Do not picture or feature ills. The people you appeal to have enough. Show and feature the happier results which come from your product or methods. July 2, 2015Proprietary and confidential. Please use discretion.98
99. 99. Repulsive ideas seldom won readers or converts. People do not want to read of the penalties. They want to be told of the rewards. July 2, 2015Proprietary and confidential. Please use discretion.99
100. 100. People are seeking happiness, safety, beauty, and content. Then show them the way. July 2, 2015Proprietary and confidential. Please use discretion.100
101. 101. Tell people what to do, not what to avoid. July 2, 2015Proprietary and confidential. Please use discretion.101
102. 102. Assume that people will do what you ask. Say, Send now for this sample. Dont say, Why do you neglect this offer? July 2, 2015Proprietary and confidential. Please use discretion.102
103. 103. The positive ad outpulls the other four to one. July 2, 2015Proprietary and confidential. Please use discretion.103
104. 104. PASSIONANDHARDWORK July 2, 2015Proprietary and confidential. Please use discretion.104
105. 105. The man who does two or three times the work of another learns two or three times as much. He makes more mistakes and more successes, and he learns from both. July 2, 2015Proprietary and confidential. Please use discretion.105
106. 106. We do best what we like best. July 2, 2015Proprietary and confidential. Please use discretion.106
107. 107. I have always been an addict to work. I love work as other men love play. It is both my occupation and my recreation. July 2, 2015Proprietary and confidential. Please use discretion.107
108. 108. I consider business as a game and I play it as a game. That is why I have been, and still am, so devoted to it. July 2, 2015Proprietary and confidential. Please use discretion.108
109. 109. LASTWORD July 2, 2015Proprietary and confidential. Please use discretion.109
110. 110. Advertisers will multiply when they see that advertising can be safe and sure. Small expenditures made on a guess will grow to big ones on a certainty. Our line of business will be finer, cleaner, when the gamble is removed. And we shall be prouder of it when we are judged on merit. July 2, 2015Proprietary and confidential. Please use discretion.110
111. 111. Safe principles are evolved only by those who know with reasonable exactness what the advertising does. July 2, 2015Proprietary and confidential. Please use discretion.111
112. 112. Every ad is surrounded by countless appeals. Every effort involves much expense. The man who wins out and survives does so only because of superior science and strategy. He must know more, must be better grounded, must be shrewder than his rivals. July 2, 2015Proprietary and confidential. Please use discretion.112
113. 113. PORTFOLIO July 2, 2015Proprietary and confidential. Please use discretion.113
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117. 117. July 2, 2015Proprietary and confidential. Please use discretion.117
118. 118. Learnmore Scientific Advertising My Life In Advertising July 2, 2015Proprietary and confidential. Please use discretion.118
119. 119. Contact Sheperd Simmons President 901-654-2101 sheperd@counterpartCD.com counterpartCD.com twitter.com/counterpartCD facebook.com/counterpartCD linkedin.com/company/counterpart July 2, 2015Proprietary and confidential. Please use discretion.119 Memphis Web and social Lisa Evano Director, Dallas Office 214-447-0220 lisa@counterpartCD.com Dallas