+ All Categories

Download - Claude hopkins

Transcript
Page 1: Claude hopkins

Claude Hopkins Advertising Pioneer

Page 2: Claude hopkins

Life and career •  1866–1932 •  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 didn’t — 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, 2015 Proprietary and confidential. Please use discretion. 2

Page 3: Claude hopkins

Principles and philosophy •  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, 2015 Proprietary and confidential. Please use discretion. 3

Page 4: Claude hopkins

ADVERTISING IS SALESMANSHIP

July 2, 2015 Proprietary and confidential. Please use discretion. 4

Page 5: Claude hopkins

“The only purpose of advertising is to make sales.”

July 2, 2015 Proprietary and confidential. Please use discretion. 5

Page 6: Claude hopkins

“Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. A salesman’s mistake may cost little. An advertising mistake may cost a thousand times as much. Be more cautious, more exacting, therefore.”

July 2, 2015 Proprietary and confidential. Please use discretion. 6

Page 7: Claude hopkins

“The way to sell goods is to sell them.”

July 2, 2015 Proprietary and confidential. Please use discretion. 7

Page 8: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 8

Page 9: Claude hopkins

FOCUS ON THE INDIVIDUAL CUSTOMER

July 2, 2015 Proprietary and confidential. Please use discretion. 9

Page 10: Claude hopkins

“Don’t think of people in the mass. That gives you a blurred view. Think of a typical individual.”

July 2, 2015 Proprietary and confidential. Please use discretion. 10

Page 11: Claude hopkins

“The advertising man studies the consumer. He tries to place himself in the position of the buyer.”

July 2, 2015 Proprietary and confidential. Please use discretion. 11

Page 12: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 12

Page 13: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 13

Page 14: Claude hopkins

“I know of nothing more ridiculous than gray-haired boards of directors deciding on what housewives want.”

July 2, 2015 Proprietary and confidential. Please use discretion. 14

Page 15: Claude hopkins

“We must get down to individuals. We must treat people in advertising as we treat them in person. Center on their desires.”

July 2, 2015 Proprietary and confidential. Please use discretion. 15

Page 16: Claude hopkins

“We cannot go after thousands of men until we learn how to win one.”

July 2, 2015 Proprietary and confidential. Please use discretion. 16

Page 17: Claude hopkins

OFFER SERVICE

July 2, 2015 Proprietary and confidential. Please use discretion. 17

Page 18: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 18

Page 19: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 19

Page 20: Claude hopkins

“The best ads ask no one to buy. That is useless.”

July 2, 2015 Proprietary and confidential. Please use discretion. 20

Page 21: Claude hopkins

THE VALUE OF FULL INFORMATION

July 2, 2015 Proprietary and confidential. Please use discretion. 21

Page 22: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 22

Page 23: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 23

Page 24: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 24

Page 25: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 25

Page 26: Claude hopkins

“Genius is the art of taking pains. The advertising man who spares the midnight oil will never get very far.”

July 2, 2015 Proprietary and confidential. Please use discretion. 26

Page 27: Claude hopkins

“The uninformed would be staggered to know the amount of work involved in a single ad. This is no lazy man’s field.”

July 2, 2015 Proprietary and confidential. Please use discretion. 27

Page 28: Claude hopkins

“Advertising is much like war... Our intelligence department is a vital factor.”

July 2, 2015 Proprietary and confidential. Please use discretion. 28

Page 29: Claude hopkins

TELL YOUR FULL STORY

July 2, 2015 Proprietary and confidential. Please use discretion. 29

Page 30: Claude hopkins

“When you once get a person’s attention, then is the time to accomplish all you ever hope with him.”

July 2, 2015 Proprietary and confidential. Please use discretion. 30

Page 31: Claude hopkins

“In every ad consider only new customers. People using your product are not going to read your ads.”

July 2, 2015 Proprietary and confidential. Please use discretion. 31

Page 32: Claude hopkins

“We cannot expect people to read our ads again and again.”

July 2, 2015 Proprietary and confidential. Please use discretion. 32

Page 33: Claude hopkins

“In one reading of an advertisement one decides for or against a proposition. And that operates against a second reading.”

July 2, 2015 Proprietary and confidential. Please use discretion. 33

Page 34: Claude hopkins

“Ads should tell the full story. People do not read ads in a series.”

July 2, 2015 Proprietary and confidential. Please use discretion. 34

Page 35: Claude hopkins

“We should not lose our opportunity. Every ad should include whatever we have found appealing to any considerable class.”

July 2, 2015 Proprietary and confidential. Please use discretion. 35

Page 36: Claude hopkins

“All appeals which prove themselves important should be included in every ad.”

July 2, 2015 Proprietary and confidential. Please use discretion. 36

Page 37: Claude hopkins

“One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince.”

July 2, 2015 Proprietary and confidential. Please use discretion. 37

Page 38: Claude hopkins

“The more you tell, the more you sell.”

July 2, 2015 Proprietary and confidential. Please use discretion. 38

Page 39: Claude hopkins

“Any reader of your ad is interested, else he would not be a reader.

July 2, 2015 Proprietary and confidential. Please use discretion. 39

Page 40: Claude hopkins

BE SPECIFIC

July 2, 2015 Proprietary and confidential. Please use discretion. 40

Page 41: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 41

Page 42: Claude hopkins

“The weight of an argument may often be multiplied by making it specific.”

July 2, 2015 Proprietary and confidential. Please use discretion. 42

Page 43: Claude hopkins

“One actual figure counts for more than countless platitudes.”

July 2, 2015 Proprietary and confidential. Please use discretion. 43

Page 44: Claude hopkins

“Indefinite claims leave indefinite impressions. But definite claims get full credit and value.”

July 2, 2015 Proprietary and confidential. Please use discretion. 44

Page 45: Claude hopkins

PSYCHOLOGY

July 2, 2015 Proprietary and confidential. Please use discretion. 45

Page 46: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 46

Page 47: Claude hopkins

“Curiosity is one of the strongest forms of human incentives.”

July 2, 2015 Proprietary and confidential. Please use discretion. 47

Page 48: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 48

Page 49: Claude hopkins

“Many have advertised, ‘Try it for a week. If you don’t like it, we’ll 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, 2015 Proprietary and confidential. Please use discretion. 49

Page 50: Claude hopkins

“Remove all restrictions and say, ‘We trust you,’ and human nature likes to justify that trust.”

July 2, 2015 Proprietary and confidential. Please use discretion. 50

Page 51: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 51

Page 52: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 52

Page 53: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 53

Page 54: Claude hopkins

SAMPLES AND DEMONSTRATION

July 2, 2015 Proprietary and confidential. Please use discretion. 54

Page 55: Claude hopkins

“The product itself should be its own best salesman.”

July 2, 2015 Proprietary and confidential. Please use discretion. 55

Page 56: Claude hopkins

“No argument in the world can ever compare with one dramatic demonstration.”

July 2, 2015 Proprietary and confidential. Please use discretion. 56

Page 57: Claude hopkins

“Samples are of prime importance. However expensive, they usually form the cheapest selling method.”

July 2, 2015 Proprietary and confidential. Please use discretion. 57

Page 58: Claude hopkins

“You say that is expensive. So is it expensive to gain a prospect’s interest.”

July 2, 2015 Proprietary and confidential. Please use discretion. 58

Page 59: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 59

Page 60: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 60

Page 61: Claude hopkins

“Bear in mind that you are the seller. You are the one courting interest. Then don’t make it difficult to exhibit that interest. Don’t ask your prospects to pay for your

selling efforts. Three in four will refuse to pay — perhaps nine in ten.”

July 2, 2015 Proprietary and confidential. Please use discretion. 61

Page 62: Claude hopkins

“We do not advocate samples given out promiscuously. The product is cheapened. Give samples to interested people only.”

July 2, 2015 Proprietary and confidential. Please use discretion. 62

Page 63: Claude hopkins

EMPHASIS ON COST AND RESULT

July 2, 2015 Proprietary and confidential. Please use discretion. 63

Page 64: Claude hopkins

“Your object in all advertising is to buy new customers at a price which pays a profit.”

July 2, 2015 Proprietary and confidential. Please use discretion. 64

Page 65: Claude hopkins

“Ads are not written to amuse, but to sell. And to sell at the lowest cost possible.”

July 2, 2015 Proprietary and confidential. Please use discretion. 65

Page 66: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 66

Page 67: Claude hopkins

“The money is spent blindly, merely to satisfy some advertising whim.”

July 2, 2015 Proprietary and confidential. Please use discretion. 67

Page 68: Claude hopkins

“...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, 2015 Proprietary and confidential. Please use discretion. 68

Page 69: Claude hopkins

“...figuring cost per customer ...that is the only way to gauge advertising.”

July 2, 2015 Proprietary and confidential. Please use discretion. 69

Page 70: Claude hopkins

“I have no sympathy with dignified and orthodox advertising. We are in business to get results.”

July 2, 2015 Proprietary and confidential. Please use discretion. 70

Page 71: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 71

Page 72: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 72

Page 73: Claude hopkins

“We can at least know what we pay. We can make keyed comparisons, one ad with another.”

July 2, 2015 Proprietary and confidential. Please use discretion. 73

Page 74: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 74

Page 75: Claude hopkins

TESTING AND EXPERIMENTATION

July 2, 2015 Proprietary and confidential. Please use discretion. 75

Page 76: Claude hopkins

“We must discover what appeals are most impressive. We learn that by keyed tests...”

July 2, 2015 Proprietary and confidential. Please use discretion. 76

Page 77: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 77

Page 78: Claude hopkins

“I have little respect for most theories of advertising, because they have not been proved.”

July 2, 2015 Proprietary and confidential. Please use discretion. 78

Page 79: Claude hopkins

“Our success depends on pleasing people. By an inexpensive test we can learn if we please them or not.”

July 2, 2015 Proprietary and confidential. Please use discretion. 79

Page 80: Claude hopkins

“...let the thousands decide what the millions will do.”

July 2, 2015 Proprietary and confidential. Please use discretion. 80

Page 81: Claude hopkins

“One can always learn what is wanted and what is not wanted, without any considerable risk.”

July 2, 2015 Proprietary and confidential. Please use discretion. 81

Page 82: Claude hopkins

“I never spent much money on any wrong theory. I discovered quickly the right and the wrong.”

July 2, 2015 Proprietary and confidential. Please use discretion. 82

Page 83: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 83

Page 84: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 84

Page 85: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 85

Page 86: Claude hopkins

SELL TO CONSUMERS, NOT TO DEALERS

July 2, 2015 Proprietary and confidential. Please use discretion. 86

Page 87: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 87

Page 88: Claude hopkins

“Much money is often frittered away on... dealer help.”

July 2, 2015 Proprietary and confidential. Please use discretion. 88

Page 89: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 89

Page 90: Claude hopkins

“The average dealer does what you would do. He exerts himself on brands of his own, if at all. Not on another man’s brand. ...they make four times as much on

products of their own.”

July 2, 2015 Proprietary and confidential. Please use discretion. 90

Page 91: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 91

Page 92: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 92

Page 93: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 93

Page 94: Claude hopkins

“Win consumers and let them sell to dealers.”

July 2, 2015 Proprietary and confidential. Please use discretion. 94

Page 95: Claude hopkins

NEVER ADVERTISE NEGATIVELY

July 2, 2015 Proprietary and confidential. Please use discretion. 95

Page 96: Claude hopkins

“Never advertise negatively.”

July 2, 2015 Proprietary and confidential. Please use discretion. 96

Page 97: Claude hopkins

“To attack a rival is never good advertising. Don’t point out others’ faults. The selfish purpose is apparent.”

July 2, 2015 Proprietary and confidential. Please use discretion. 97

Page 98: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 98

Page 99: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 99

Page 100: Claude hopkins

“People are seeking happiness, safety, beauty, and content. Then show them the way.”

July 2, 2015 Proprietary and confidential. Please use discretion. 100

Page 101: Claude hopkins

“Tell people what to do, not what to avoid.”

July 2, 2015 Proprietary and confidential. Please use discretion. 101

Page 102: Claude hopkins

“Assume that people will do what you ask. Say, ‘Send now for this sample.’ Don’t say, ‘Why do you neglect this offer?’”

July 2, 2015 Proprietary and confidential. Please use discretion. 102

Page 103: Claude hopkins

“The positive ad outpulls the other four to one.”

July 2, 2015 Proprietary and confidential. Please use discretion. 103

Page 104: Claude hopkins

PASSION AND HARD WORK

July 2, 2015 Proprietary and confidential. Please use discretion. 104

Page 105: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 105

Page 106: Claude hopkins

“We do best what we like best.”

July 2, 2015 Proprietary and confidential. Please use discretion. 106

Page 107: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 107

Page 108: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 108

Page 109: Claude hopkins

LAST WORD

July 2, 2015 Proprietary and confidential. Please use discretion. 109

Page 110: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 110

Page 111: Claude hopkins

“Safe principles are evolved only by those who know with reasonable exactness what the advertising does.”

July 2, 2015 Proprietary and confidential. Please use discretion. 111

Page 112: Claude hopkins

“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, 2015 Proprietary and confidential. Please use discretion. 112

Page 113: Claude hopkins

PORTFOLIO

July 2, 2015 Proprietary and confidential. Please use discretion. 113

Page 114: Claude hopkins

July 2, 2015 Proprietary and confidential. Please use discretion. 114

Page 115: Claude hopkins

July 2, 2015 Proprietary and confidential. Please use discretion. 115

Page 116: Claude hopkins

July 2, 2015 Proprietary and confidential. Please use discretion. 116

Page 117: Claude hopkins

July 2, 2015 Proprietary and confidential. Please use discretion. 117

Page 118: Claude hopkins

Learn more •  Scientific Advertising •  My Life In Advertising

July 2, 2015 Proprietary and confidential. Please use discretion. 118

Page 119: Claude hopkins

Contact

Sheperd Simmons President 901-654-2101 [email protected]

counterpartCD.com twitter.com/counterpartCD facebook.com/counterpartCD linkedin.com/company/counterpart

July 2, 2015 Proprietary and confidential. Please use discretion. 119

Memphis Web and social

Lisa Evano Director, Dallas Office 214-447-0220 [email protected]

Dallas


Top Related