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A Ciência da Publicidade
“Ninguém deveria ter permissão para fazer qualquer coisa na publicidade sem antes ter lido este livro sete vezes. Ele mudou minha vida. E pode mudar a sua.” – David Ogilvy
Nova e cuidadosa tradução do clássico de marketing mais recomendado por especialistas. Seja seu interesse copywriting, geração de tráfego e conversão, ou estratégias de marca, A Ciência da Publicidade é leitura obrigatória.
Publicitário genial e um dos maiores copywriters do século 20, Claude C. Hopkins (1866-1932) ficou famoso por campanhas que fizeram a fortuna de seus clientes e transformaram produtos desconhecidos em líderes de mercado.
Sua insistência na realização de pesquisas extensas, campanhas de teste, uso de amostras grátis e códigos de rastreamento nos anúncios tornaram Hopkins inspiração para os principais nomes do marketing direto moderno. Uma lista que vai de David Ogilvy, John Caples e Lester Wunderman a Dan Kennedy, Jay Abraham e Frank Kern, entre muitos outros.
Em A Ciência da Publicidade, Hopkins determinou os fundamentos da publicidade que funciona e sempre vai funcionar. Aqui você vai aprender os princípios para:
Escrever anúncios que vendem muito Encontrar e explorar brechas em mercados altamente concorridos Contar sua história para atrair seu público ideal e superar os concorrentes Solucionar dúvidas sobre seu produto ou campanha de forma barata e simples Criar campanhas de amostras grátis que geram retorno de múltiplas vezes seu custo Evitar erros caros que todo anunciante costuma cometer Forçar a distribuição do seu produto em larga escala ao menor custo possível E muito mais...Leitura fundamental para estudiosos de copywriting e marketing direto, A Ciência da Publicidade foi publicado pela primeira vez em 1923, mas seus princípios e conceitos atemporais permanecem mais válidos do que nunca no marketing digital de hoje.
98 pages, Kindle Edition
First published February 1, 1923
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December 20, 2017
The book that started it all. Refreshing in its assertion that vulgar, tawdry ads never create superior sales for companies. If Hopkins died in 1932, this means sleazy commercials have been around far longer than we knew !
Notes
-------
“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact… Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.”
“Success is a rarity, a maximum success an impossibility, unless one is guided by laws as immutable as the law of gravitation.”
“The only purpose of advertising is to make sales…Treat it as a salesman. Force it to justify itself.”
“Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is… a costly mistake in advertising.”
“In mail order advertising… there is no boasting… There is no useless talk. There is no attempt at entertainment. There is nothing to amuse. Mail order advertising usually contains a coupon.”
“…Mail order ads are models. They are selling goods profitably in a difficult way. It is far harder to get mail order than to send buyers to the stores. It is hard to sell goods which can't be seen. Ads which do that are excellent examples of what advertising should be.”
“Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as if they could not and they resent your attitude.”
“Those who are entitled to any seeming advantage will go a long way not to lose that advantage.”
“It is hard to pay for an article which has once been free... Give samples to interested people only. Give them only to people who exhibit that interest by some effort.”
“ 'Best in the world' , 'Lowest price in existence' … superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth.”
“Advertisers do not expect a second reading. Their constant returns come from getting new readers. In every ad consider only new customers.”
“Take the opinion of nobody, the verdict of nobody, who knows nothing about his (monetary) returns.”
“Picturing beautiful women, admired and attractive, is a supreme inducement. But there is a great advantage in including a fascinated man. Women desire beauty largely because of men. Then show them using their beauty, as women do use it, to gain maximum effect.”
“Do nothing to merely interest, amuse, or attract… Do only that which wins the people you are after in the cheapest possible way.”
“No one orange grower or raisin grower could attempt to increase the consumption of those fruits. The cost might be a thousand times his share of the returns. But thousands of growers combined have done it… There lies one of the great possibilities of advertising development. The general consumption of scores of foods can be profitably increased. But it must be done on wide co-operation.”
“An article, for instance, may have many uses, one of which is to prevent disease. Prevention is not a popular subject, however much it should be. People will do much to cure trouble, but people in general will do little to prevent it… A tooth paste may tend to prevent decay. It may also beautify teeth. Tests will probably find that the latter appeal is many times as strong as the former.”
"It was the fact that caffeine stimulation comes two hours after drinking. So the immediate bracing effects which people seek from coffee do not come from the caffeine. Removing caffeine does not remove the kick.”
“Advertising is much like war… We are usually out to capture others' citadels or garner others' trade. Such things are not accomplished by haphazard efforts. Not by considering people in the mass and making blind stabs for their favors. We must consider individuals… We cannot go after thousands of men until we learn how to win one.”
“… Don’t start advertising without distribution. Don't get distribution by methods too expensive (or) slow, old-fashioned methods. The loss of time may cost you enormously in sales. And it may enable energetic rivals to get ahead of you.”
“There are winning personalities in ads as well as people. To some we are glad to listen, others bore us. Some are refreshing, some commonplace. Some inspire confidence, some caution. To create the right individuality is a supreme accomplishment. Then an advertiser’s growing reputation on that line brings him ever-increasing prestige.”
“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.”
“We are attracted by sunshine, beauty, happiness, health, success. Then point the way to them, not the way out of the opposite. Picture envied people, not the envious.”
“On a patented product it must be remembered that the right to a name expires with that patent. Names like Castoria, Aspirin, Shredded Wheat… have become common property.”
.
Notes
-------
“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact… Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination.”
“Success is a rarity, a maximum success an impossibility, unless one is guided by laws as immutable as the law of gravitation.”
“The only purpose of advertising is to make sales…Treat it as a salesman. Force it to justify itself.”
“Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is… a costly mistake in advertising.”
“In mail order advertising… there is no boasting… There is no useless talk. There is no attempt at entertainment. There is nothing to amuse. Mail order advertising usually contains a coupon.”
“…Mail order ads are models. They are selling goods profitably in a difficult way. It is far harder to get mail order than to send buyers to the stores. It is hard to sell goods which can't be seen. Ads which do that are excellent examples of what advertising should be.”
“Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as if they could not and they resent your attitude.”
“Those who are entitled to any seeming advantage will go a long way not to lose that advantage.”
“It is hard to pay for an article which has once been free... Give samples to interested people only. Give them only to people who exhibit that interest by some effort.”
“ 'Best in the world' , 'Lowest price in existence' … superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth.”
“Advertisers do not expect a second reading. Their constant returns come from getting new readers. In every ad consider only new customers.”
“Take the opinion of nobody, the verdict of nobody, who knows nothing about his (monetary) returns.”
“Picturing beautiful women, admired and attractive, is a supreme inducement. But there is a great advantage in including a fascinated man. Women desire beauty largely because of men. Then show them using their beauty, as women do use it, to gain maximum effect.”
“Do nothing to merely interest, amuse, or attract… Do only that which wins the people you are after in the cheapest possible way.”
“No one orange grower or raisin grower could attempt to increase the consumption of those fruits. The cost might be a thousand times his share of the returns. But thousands of growers combined have done it… There lies one of the great possibilities of advertising development. The general consumption of scores of foods can be profitably increased. But it must be done on wide co-operation.”
“An article, for instance, may have many uses, one of which is to prevent disease. Prevention is not a popular subject, however much it should be. People will do much to cure trouble, but people in general will do little to prevent it… A tooth paste may tend to prevent decay. It may also beautify teeth. Tests will probably find that the latter appeal is many times as strong as the former.”
"It was the fact that caffeine stimulation comes two hours after drinking. So the immediate bracing effects which people seek from coffee do not come from the caffeine. Removing caffeine does not remove the kick.”
“Advertising is much like war… We are usually out to capture others' citadels or garner others' trade. Such things are not accomplished by haphazard efforts. Not by considering people in the mass and making blind stabs for their favors. We must consider individuals… We cannot go after thousands of men until we learn how to win one.”
“… Don’t start advertising without distribution. Don't get distribution by methods too expensive (or) slow, old-fashioned methods. The loss of time may cost you enormously in sales. And it may enable energetic rivals to get ahead of you.”
“There are winning personalities in ads as well as people. To some we are glad to listen, others bore us. Some are refreshing, some commonplace. Some inspire confidence, some caution. To create the right individuality is a supreme accomplishment. Then an advertiser’s growing reputation on that line brings him ever-increasing prestige.”
“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.”
“We are attracted by sunshine, beauty, happiness, health, success. Then point the way to them, not the way out of the opposite. Picture envied people, not the envious.”
“On a patented product it must be remembered that the right to a name expires with that patent. Names like Castoria, Aspirin, Shredded Wheat… have become common property.”
.
April 29, 2013
As a copywriter, I found that this book is vastly helpful to figure out parameters used in writing a copy that sells. In brief, this is a classic book that never dies out. If you are a creative worker, this book must discipline you in terms of business insights.
Several "tested" claims in this book, among other things, are as follows:
Minimalism doesn't always work. In direct mail, the more you tell the more you sell (chapter 4). Likewise, success stories must be told in complete, either short or long (chapter 8).
Copywriter writes on a serious subject; the subject of money spending (chapter 9).
Uniqueness is tricky, therefore wise to avoid. Be normal in everything you do when you are seeking confidence and conviction (chapter 9). A project you are sure of may fall down. All because tastes differ. None of us know enough peoples desires to get an average viewpoint (chapter 15).
Negative advertising is negative (chapter 18). Similarly, the "Before and after taking" ads are follies of the past. I assume that Hopkins uses sale as a property in this context. This claim is consistent as at the beginning of the book, he writes that an award-winning ad doesn't necessarily mean that it's good relative to sales. I reckon that a work by DDB, London for Harvey Nichols entitled "What Walk of Shame" (2012) could be an intriguing case study. Regardless thereof, Cannes Lions' winners are sometimes controversial after all.
In general, the contents are properly structured while the titles are effective. Many ideas put forward on this book call attention to a historical figure like David Ogilvy who was also known as a former salesman. If you are familiar with his thinking models, you won't have difficulty to follow this book. Several ads are also given as examples. Lamentably, a few of them are illegible (chapter 9). Another weak point, which is substantial, is the absence of data sheet and reference. If it's designed to be scientific, why no works are cited? As I read the pdf version which is distributed for free, are these shortcomings also overlooked in the print version? Has the latest version revised them?
Several "tested" claims in this book, among other things, are as follows:
Minimalism doesn't always work. In direct mail, the more you tell the more you sell (chapter 4). Likewise, success stories must be told in complete, either short or long (chapter 8).
Copywriter writes on a serious subject; the subject of money spending (chapter 9).
Uniqueness is tricky, therefore wise to avoid. Be normal in everything you do when you are seeking confidence and conviction (chapter 9). A project you are sure of may fall down. All because tastes differ. None of us know enough peoples desires to get an average viewpoint (chapter 15).
Negative advertising is negative (chapter 18). Similarly, the "Before and after taking" ads are follies of the past. I assume that Hopkins uses sale as a property in this context. This claim is consistent as at the beginning of the book, he writes that an award-winning ad doesn't necessarily mean that it's good relative to sales. I reckon that a work by DDB, London for Harvey Nichols entitled "What Walk of Shame" (2012) could be an intriguing case study. Regardless thereof, Cannes Lions' winners are sometimes controversial after all.
In general, the contents are properly structured while the titles are effective. Many ideas put forward on this book call attention to a historical figure like David Ogilvy who was also known as a former salesman. If you are familiar with his thinking models, you won't have difficulty to follow this book. Several ads are also given as examples. Lamentably, a few of them are illegible (chapter 9). Another weak point, which is substantial, is the absence of data sheet and reference. If it's designed to be scientific, why no works are cited? As I read the pdf version which is distributed for free, are these shortcomings also overlooked in the print version? Has the latest version revised them?
November 6, 2016
It puts you in the picture.
That said, the book is indeed rather outdated and the stuff that could be regarded, on the other hand, as everlasting principles is fairly commonsensical.
So it's far from being an eye- opener, but what I know for a fact is that you don't lose squat giving it a read.
That said, the book is indeed rather outdated and the stuff that could be regarded, on the other hand, as everlasting principles is fairly commonsensical.
So it's far from being an eye- opener, but what I know for a fact is that you don't lose squat giving it a read.
September 26, 2024
A short 78 pages, this book is cited as being the original description of the process of split testing and tracking-customer-via-coupon and the concept of brand loyalty.
tl;dr review: it's methods are more old fashioned, the term scientific advertising has a larger meaning today with advanced technologies like big data. That said Hopkins points out the original psychological principles behind all modern advertising.
Claude C. Hopkins (1866–1932) is considered the father of modern advertising techniques. He introduced the slogan in advertising and popularized the use of test campaigns, especially using coupons in direct mail, to properly attribute marketing spend.
Hopkins points out that there is a low-return on advertisement in general, but realized it can be made scientific and measurable, he outlines an advertising approach based on testing and measuring "playing on the safe side of a hundred to one shot".
Growing up, many of us never understood why people look at advertisements. Don’t they realize that others are trying to sell them products?
Some of the ads that you saw seemed stupid, dumb, or that they talked about products you would never consider, similarly for some internet scams I would never be dumb enough to fall for that.
The truth is that principles behind these advertising methods lie attracting the right kind of person, because that is all that matters.
Hopkins set a foundation for how men & women in marketing and advertising can best communicate value through advertising, simultaneously teaching methods to make each advertising dollar accountable for itself in 21 principles:
1. How advertising laws are established: Win new customers: keep customers
2. Just salesmanship (one-on-one salesmanship multiplied times thousands= advertising).
3. Offer service (people are selfish, help them get the results they want)
4. Mail-order advertising- what it teaches (essentially email marketing, and what it teaches)
5. Headlines (if you don't use a quick summary headline, don't run the ad).
6. Psychology (Understand human psychology, start with influence.
7. Being specific (people buy into specifics, not generalities).
8. Tell your full story (the more you tell, the more you sell).
9. Art in Advertising (art is the most useful).
10. Things too costly (find the right cost of message for the market).
11. Information (do research)
12. Strategy (better plans mean better competitive advantage)
13. Use of Samples (sell great products)
14. Getting distribution (reach the most people, today that means the internet).
15. Test Campaigns (hurry, find a winner and scale it).
16. Leaning on dealers (gain a customer. Systematize. Duplicate.)
17. Individuality (separate yourself from the pack).
18. Negative advertising (being positive and uplifting is healthier (this feels more like an attempt at ethics, a lot of modern advertising targets deep-seated insecurities).
19. Letter Writing (in the case of small stores, like ETSY shops, this is your #1 most valuable tool, when done write).
20. Good business (what is measured is improved).
A good start if you’ve never read a book on advertising before. 4/5
tl;dr review: it's methods are more old fashioned, the term scientific advertising has a larger meaning today with advanced technologies like big data. That said Hopkins points out the original psychological principles behind all modern advertising.
Claude C. Hopkins (1866–1932) is considered the father of modern advertising techniques. He introduced the slogan in advertising and popularized the use of test campaigns, especially using coupons in direct mail, to properly attribute marketing spend.
Hopkins points out that there is a low-return on advertisement in general, but realized it can be made scientific and measurable, he outlines an advertising approach based on testing and measuring "playing on the safe side of a hundred to one shot".
Growing up, many of us never understood why people look at advertisements. Don’t they realize that others are trying to sell them products?
Some of the ads that you saw seemed stupid, dumb, or that they talked about products you would never consider, similarly for some internet scams I would never be dumb enough to fall for that.
The truth is that principles behind these advertising methods lie attracting the right kind of person, because that is all that matters.
Hopkins set a foundation for how men & women in marketing and advertising can best communicate value through advertising, simultaneously teaching methods to make each advertising dollar accountable for itself in 21 principles:
1. How advertising laws are established: Win new customers: keep customers
2. Just salesmanship (one-on-one salesmanship multiplied times thousands= advertising).
3. Offer service (people are selfish, help them get the results they want)
4. Mail-order advertising- what it teaches (essentially email marketing, and what it teaches)
5. Headlines (if you don't use a quick summary headline, don't run the ad).
6. Psychology (Understand human psychology, start with influence.
7. Being specific (people buy into specifics, not generalities).
8. Tell your full story (the more you tell, the more you sell).
9. Art in Advertising (art is the most useful).
10. Things too costly (find the right cost of message for the market).
11. Information (do research)
12. Strategy (better plans mean better competitive advantage)
13. Use of Samples (sell great products)
14. Getting distribution (reach the most people, today that means the internet).
15. Test Campaigns (hurry, find a winner and scale it).
16. Leaning on dealers (gain a customer. Systematize. Duplicate.)
17. Individuality (separate yourself from the pack).
18. Negative advertising (being positive and uplifting is healthier (this feels more like an attempt at ethics, a lot of modern advertising targets deep-seated insecurities).
19. Letter Writing (in the case of small stores, like ETSY shops, this is your #1 most valuable tool, when done write).
20. Good business (what is measured is improved).
A good start if you’ve never read a book on advertising before. 4/5
June 29, 2015
Not very scientific. Not a single reference to a real study. Still, some great ideas.
February 12, 2015
The Grandfather of modern day marketing. He is the inventor of the coupon. He invented the coupon for a reason most people wouldn't guess. Claude Hopkins invented the coupon to 'track' sales. How else would he know which ads were getting responses? How clever! His advice "track everything." Back in the days of newspaper and periodical advertising the cost was expensive. With no free emailing tracking an advertisement was crucial. He was a master at split testing (using more than one offer, tracking results, and finding the winner.)
This book was written in the early 1900's and the principles are still as fresh today as they were then. Human nature hasn't changed. Just because we have more methods to get our messages out with doesn't mean the principles have changed. A must read of you are in business, selling, or a stay at home Mom. Everyone needs to understand human psychology, even if it's with their spouse at the dinner table or with their kids out at the mall. Thanks Papa Claude!!
This book was written in the early 1900's and the principles are still as fresh today as they were then. Human nature hasn't changed. Just because we have more methods to get our messages out with doesn't mean the principles have changed. A must read of you are in business, selling, or a stay at home Mom. Everyone needs to understand human psychology, even if it's with their spouse at the dinner table or with their kids out at the mall. Thanks Papa Claude!!
November 16, 2015
Too much fluff, and poorly edited fluff at that.
Don't get me wrong, there is actually quite good information contained within. But, rather than a malingering e-book, this (seriously useful) data should have just been presented as a one or two page PDF. I would have still paid for it. In fact, I would have likely paid more to have it condensed. The rambling anecdotes and unnecessary side roads were wholly unnecessary.
Don't get me wrong, there is actually quite good information contained within. But, rather than a malingering e-book, this (seriously useful) data should have just been presented as a one or two page PDF. I would have still paid for it. In fact, I would have likely paid more to have it condensed. The rambling anecdotes and unnecessary side roads were wholly unnecessary.
September 9, 2018
It's a short book that offers many practical ways of advertising, what to do and what not to do, all come with examples. Keep in mind this is an old book first published in 1923, so some of the things may not be relevant. But most of the ideas are timeless and relevant. If you could only read one chapter, read Chapter 6 about psychology.
Spoiler alert
Chapter 1 How Advertising Laws Are Established
Advertising if done in a scientific fashion, is not a gamble, but one of the safest, surest ventures which lead to large returns.
Chapter 2 Just Salesmanship
Advertising is salesmanship. When you plan or prepare an advertisement, keep before you a typical buyer. Your subject, your headline has gained his or her attention. Then in everything be guided by what you would do if you met the buyer face-to-face. 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.
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Whether it's ad-writing or sales speech, there should be no fine writing, no unique literary style, no oritorical graces, nothing of rhetoric, no big headlines, no louder voices. Instead, one should be able to express himself sincerely, briefly, clearly and convincingly, just as a salesman must.
So with countless questions. Measure them by salesmen's standards, not by amusement standards. Ads are not written to entertain. When they do, those entertainment seekers are little likely to be the people whom you want. 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.
Chapter 3 Offer Service
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. So ads should be based entirely on service, there should be no indications of "Buy my product" kind of messages, they should only picture the customers side of the service until the natural result is to buy.
The Give-and-then-take technique can be used in all sorts of product such as cigars, coffee, eletric sewing machine motor, books, typewriters, washing machines, kitchen cabinets, and vacuum sweepers:
1. Send out samples without prepayment -> People anxious to reciprocate the samples -> Get order
2. Free trial for one week -> People can't resist the offer -> Lead to sales because the product was good or they want to reciprocate
Chapter 4 Mail Order Advertising: What It Teaches
Mail order advertising usually contains a coupon. That is there to cut out as a reminder of something the reader has decided to do because mail order advertisers know that readers forget. So he inserts that reminder to be cut out, and it turns when the reader is ready to act.
That said, always leave something so that readers don't forget about you.
Chapter 5 Headlines
The writing of headlines is one of the greatest journalistic arts. People are hurried. They are not going to read your business talk unless you make it worth their while and let the headline show it. They don't read ads which, at a glance, seem to offer nothing interesting.
Perhaps a blind headline or some clever conceit will attract many times as many. But they may consist of mostly impossible subjects for what you have to offer. And the people you are after may never realize that the ad refers to something they may want. Address the people you seek, and them only.
Soap ads: "Keep Clean" , "No animal fat" Versus "It floats" , "Make you more fair"
Automobile: "Good universal joint" Versus "The Sportiest of Sport Bodies"
Chapter 6 Psychology
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.
1. Curiosity
E.g. "Grains puffed to 8 times the normal size." "Foods shot from guns." "125 million steam explosions caused in every kernel."
-he wrote a letter when he sent his catalog, and enclosed a personal card. He said, "You are a new customer, and we want to make you welcome. So when you send your order please enclose this card. The writer wants to see that you get a gift with order - something you can keep."
-With an old customer he gave some other reason for the gift. The offer aroused curiosity. It gave preference to his catalog. Without some compelling reason for ordering elsewhere, the woman sent the order to him. The gift paid for itself several times over by bringing larger sales per catalog.
2. Cheapness is not a strong appeal.
You should imply bargains but not cheapness.
3. People judge largely by price.
-Put a high price tag say $1,000 on a normal hat and people will start noticing it.
-Say that your formula is valuable is not impressive, to say that you've paid $100,000 for that formula won a wealth of respect.
4. People like free stuff, e.g. free samples, free trials, and they want defer payment as long as possible
-"Try the horse for a week. If my claims are not true, come back for your money." Versus "Try the horse for a week." But he added, "Come and pay me then."
-Now countless things - cigars, typewriters, washing machines, books, etc. - are sent out in this way on approval. And we find that people are honest. The losses are very small.
5. People enjoy entitlement and exclusiveness
-Send out a book or a gift with a man's name on it.
-Employ offer limited to a certain class of people is far more effective than a general offer. For instance, an offer limited to veterans of the war. Or to members of a lodge or sect. Or to executives. Those who are entitled to any seeming advantage will go a long way not to lose that advantage.
6. Tell a nice story about your product
-After telling a nice story about your product, people will expect to find the qualities you told in it.
-Submit five articles exactly alike and five people may choose one of them. But point out in one some qualities to notice and everyone will find them. The five people then will all choose the same article.
Chapter 7 Being Specific
Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, "Best in the world," "Lowest price in existence," etc. are at best simply claiming the expected.
Specificities make people realize that tests and comparisons have been made, they are so definite that people will not doubt it.
E.g. "This lamp gives more light" Versus "Three and one-third times brighter than normal lights"
"Our prices have been reduced" Versus "Our prices have been reduced 25 percent"
"Lowest prices in America." Versus "Our net profit is 3 percent."
"Abundant lather," "Does not dry on the face," "Acts quickly," Versus "Softens the beard in one minute." "Maintains its creamy fullness for tens minutes on the face." "The final result of testing and comparing 130 formulas."
"Quick shaves" Versus "78-second shave"
"Used the world over" Versus "Used by the peoples of 52 nations
No generality has any weight whatever. It is like saying "How do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value.
Chapter 8 Tell Your Full Story
Any reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. That reader, if you lose him now, may never again be a reader. Therefore you should tell a story reasonably complete. Don't put up a half-told story because you think people don't read much. It has been shown that people do read much. So tell your complete story no matter it's long or short.
Chapter 10 Things Too Costly
Changing peoples habits or educate people are very expensive. Instead, it's shrewd to watch the development of a popular trend, the creation of new desires. Then at the right time offer to satisfy those desires. That was done on yeast's, for instance, and on numerous antiseptics. It can every year be done on new things which some popular fashion or widespread influence is brought into vogue. But it is a very different thing to create that fashion, taste or influence for all in your field to share.
Display appealing and postive images, not the negative ones:
"Cure trouble" Versus "Prevention"
"Beautify teeth" Versus "Prevent Decay"
"Cure eczema" Versus "Improve Complexion"
Chapter 12 Strategy
Always discover distinctive qualities that your product or service can provide and then tell to the audience, because in advertising, we must have a seeming advantage.
Chapter 13 Use Of Samples
Samples, however expensive, usually form the cheapest seling method.
1. They enable one to use the word "Free" in ads. That often multiplies readers. Most people want to learn about any offered gift.
2. Don't give out samples promiscuously, otherwise product wil be cheapened. E.g. samples distributed widely to homes.
3. Give samples 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.
Chapter 15 Test Campaigns
Now we let the thousands decide what the millions will do. We make a small venture, and watch cost and result. When we learn what a thousand customers cost, we know almost exactly what a million will cost. If the article is successful, it may make him millions. If he is mistaken about it, the loss is a trifle and he can always redesign the advertisement.
Chapter 17 Individuality
1. Whenever possible, always introduce a personality into our ads. By making a man famous we make his product famous. When we claim an improvement, naming the man who made it adds effect.
2. Then we take care not to change an individuality which has proved appealing. Before a man writes a new ad on that line, he gets into the spirit adopted by the advertiser. He plays a part as an actor plays it.
-In successful advertising great pains are taken to never change our tone. That which won so many is probably the best way to win others. Then people come to know us. We build on that acquaintance rather than introduce a stranger in guise. People do not know us by name alone, but by looks and mannerisms. Appearing different every time we meet never builds up confidence.
Chapter 18 Negative Advertising
Don't do negative adversiting, examples are:
1. Attacking a rival. It looks selfish, unfair, and not sporty.
2. Picture what others wish to be, not what they may be now.
2a. Picture well-dressed people, not the shabby.
2b. Picture successful men, not failures, when you advertise a business course.
3. Show the bright side, the happy and attractive side, not the dark and uninviting side of things.
3a. Don't show the wrinkles you propose to remove, but the face as it will appear.
3b. Show pretty teeth, not bad teeth.
The "Before and after taking" ads are follies of the past. They never had a place save with the afflicted. Never let their memory lead you to picture the gloomy side of things.
Chapter 19 Letter Writing
Create a sense of urgency in letter writing (Or in today's context, email replies, facebook reponses). Do something if possible to get immediate action.
1. Offer some inducement for it, e.g. give discounts.
2. Or tell what delay may cost. Note how many successful selling letters place a limit on an offer. It expires on a certain date. That is all done to get prompt decision, to overcome the tendency to delay.
Chapter 20 A Name That Helps
There is great advantage in a name that tells a story. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. The name itself describes the product, so it makes a valuable display.
Other coined names are meaningless. Some examples are Kodak, Karo, Sapolio, Vaseline, Kotex, Lux, Postum, etc. They can be protected, and long-continued advertising may give them a meaning. When this is accomplished they become very valuable. But the great majority of them never attain status.
When a product must be called by a common name, the best auxiliary name is a mans name. It is much better than a coined name, for it shows that some man is proud of his creation. For example, Dan's rants, Alice's diary, etc.
Spoiler alert
Chapter 1 How Advertising Laws Are Established
Advertising if done in a scientific fashion, is not a gamble, but one of the safest, surest ventures which lead to large returns.
Chapter 2 Just Salesmanship
Advertising is salesmanship. When you plan or prepare an advertisement, keep before you a typical buyer. Your subject, your headline has gained his or her attention. Then in everything be guided by what you would do if you met the buyer face-to-face. 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.
The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.
Whether it's ad-writing or sales speech, there should be no fine writing, no unique literary style, no oritorical graces, nothing of rhetoric, no big headlines, no louder voices. Instead, one should be able to express himself sincerely, briefly, clearly and convincingly, just as a salesman must.
So with countless questions. Measure them by salesmen's standards, not by amusement standards. Ads are not written to entertain. When they do, those entertainment seekers are little likely to be the people whom you want. 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.
Chapter 3 Offer Service
Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. So ads should be based entirely on service, there should be no indications of "Buy my product" kind of messages, they should only picture the customers side of the service until the natural result is to buy.
The Give-and-then-take technique can be used in all sorts of product such as cigars, coffee, eletric sewing machine motor, books, typewriters, washing machines, kitchen cabinets, and vacuum sweepers:
1. Send out samples without prepayment -> People anxious to reciprocate the samples -> Get order
2. Free trial for one week -> People can't resist the offer -> Lead to sales because the product was good or they want to reciprocate
Chapter 4 Mail Order Advertising: What It Teaches
Mail order advertising usually contains a coupon. That is there to cut out as a reminder of something the reader has decided to do because mail order advertisers know that readers forget. So he inserts that reminder to be cut out, and it turns when the reader is ready to act.
That said, always leave something so that readers don't forget about you.
Chapter 5 Headlines
The writing of headlines is one of the greatest journalistic arts. People are hurried. They are not going to read your business talk unless you make it worth their while and let the headline show it. They don't read ads which, at a glance, seem to offer nothing interesting.
Perhaps a blind headline or some clever conceit will attract many times as many. But they may consist of mostly impossible subjects for what you have to offer. And the people you are after may never realize that the ad refers to something they may want. Address the people you seek, and them only.
Soap ads: "Keep Clean" , "No animal fat" Versus "It floats" , "Make you more fair"
Automobile: "Good universal joint" Versus "The Sportiest of Sport Bodies"
Chapter 6 Psychology
Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.
1. Curiosity
E.g. "Grains puffed to 8 times the normal size." "Foods shot from guns." "125 million steam explosions caused in every kernel."
-he wrote a letter when he sent his catalog, and enclosed a personal card. He said, "You are a new customer, and we want to make you welcome. So when you send your order please enclose this card. The writer wants to see that you get a gift with order - something you can keep."
-With an old customer he gave some other reason for the gift. The offer aroused curiosity. It gave preference to his catalog. Without some compelling reason for ordering elsewhere, the woman sent the order to him. The gift paid for itself several times over by bringing larger sales per catalog.
2. Cheapness is not a strong appeal.
You should imply bargains but not cheapness.
3. People judge largely by price.
-Put a high price tag say $1,000 on a normal hat and people will start noticing it.
-Say that your formula is valuable is not impressive, to say that you've paid $100,000 for that formula won a wealth of respect.
4. People like free stuff, e.g. free samples, free trials, and they want defer payment as long as possible
-"Try the horse for a week. If my claims are not true, come back for your money." Versus "Try the horse for a week." But he added, "Come and pay me then."
-Now countless things - cigars, typewriters, washing machines, books, etc. - are sent out in this way on approval. And we find that people are honest. The losses are very small.
5. People enjoy entitlement and exclusiveness
-Send out a book or a gift with a man's name on it.
-Employ offer limited to a certain class of people is far more effective than a general offer. For instance, an offer limited to veterans of the war. Or to members of a lodge or sect. Or to executives. Those who are entitled to any seeming advantage will go a long way not to lose that advantage.
6. Tell a nice story about your product
-After telling a nice story about your product, people will expect to find the qualities you told in it.
-Submit five articles exactly alike and five people may choose one of them. But point out in one some qualities to notice and everyone will find them. The five people then will all choose the same article.
Chapter 7 Being Specific
Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, "Best in the world," "Lowest price in existence," etc. are at best simply claiming the expected.
Specificities make people realize that tests and comparisons have been made, they are so definite that people will not doubt it.
E.g. "This lamp gives more light" Versus "Three and one-third times brighter than normal lights"
"Our prices have been reduced" Versus "Our prices have been reduced 25 percent"
"Lowest prices in America." Versus "Our net profit is 3 percent."
"Abundant lather," "Does not dry on the face," "Acts quickly," Versus "Softens the beard in one minute." "Maintains its creamy fullness for tens minutes on the face." "The final result of testing and comparing 130 formulas."
"Quick shaves" Versus "78-second shave"
"Used the world over" Versus "Used by the peoples of 52 nations
No generality has any weight whatever. It is like saying "How do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value.
Chapter 8 Tell Your Full Story
Any reader of your ad is interested, else he would not be a reader. You are dealing with someone willing to listen. That reader, if you lose him now, may never again be a reader. Therefore you should tell a story reasonably complete. Don't put up a half-told story because you think people don't read much. It has been shown that people do read much. So tell your complete story no matter it's long or short.
Chapter 10 Things Too Costly
Changing peoples habits or educate people are very expensive. Instead, it's shrewd to watch the development of a popular trend, the creation of new desires. Then at the right time offer to satisfy those desires. That was done on yeast's, for instance, and on numerous antiseptics. It can every year be done on new things which some popular fashion or widespread influence is brought into vogue. But it is a very different thing to create that fashion, taste or influence for all in your field to share.
Display appealing and postive images, not the negative ones:
"Cure trouble" Versus "Prevention"
"Beautify teeth" Versus "Prevent Decay"
"Cure eczema" Versus "Improve Complexion"
Chapter 12 Strategy
Always discover distinctive qualities that your product or service can provide and then tell to the audience, because in advertising, we must have a seeming advantage.
Chapter 13 Use Of Samples
Samples, however expensive, usually form the cheapest seling method.
1. They enable one to use the word "Free" in ads. That often multiplies readers. Most people want to learn about any offered gift.
2. Don't give out samples promiscuously, otherwise product wil be cheapened. E.g. samples distributed widely to homes.
3. Give samples 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.
Chapter 15 Test Campaigns
Now we let the thousands decide what the millions will do. We make a small venture, and watch cost and result. When we learn what a thousand customers cost, we know almost exactly what a million will cost. If the article is successful, it may make him millions. If he is mistaken about it, the loss is a trifle and he can always redesign the advertisement.
Chapter 17 Individuality
1. Whenever possible, always introduce a personality into our ads. By making a man famous we make his product famous. When we claim an improvement, naming the man who made it adds effect.
2. Then we take care not to change an individuality which has proved appealing. Before a man writes a new ad on that line, he gets into the spirit adopted by the advertiser. He plays a part as an actor plays it.
-In successful advertising great pains are taken to never change our tone. That which won so many is probably the best way to win others. Then people come to know us. We build on that acquaintance rather than introduce a stranger in guise. People do not know us by name alone, but by looks and mannerisms. Appearing different every time we meet never builds up confidence.
Chapter 18 Negative Advertising
Don't do negative adversiting, examples are:
1. Attacking a rival. It looks selfish, unfair, and not sporty.
2. Picture what others wish to be, not what they may be now.
2a. Picture well-dressed people, not the shabby.
2b. Picture successful men, not failures, when you advertise a business course.
3. Show the bright side, the happy and attractive side, not the dark and uninviting side of things.
3a. Don't show the wrinkles you propose to remove, but the face as it will appear.
3b. Show pretty teeth, not bad teeth.
The "Before and after taking" ads are follies of the past. They never had a place save with the afflicted. Never let their memory lead you to picture the gloomy side of things.
Chapter 19 Letter Writing
Create a sense of urgency in letter writing (Or in today's context, email replies, facebook reponses). Do something if possible to get immediate action.
1. Offer some inducement for it, e.g. give discounts.
2. Or tell what delay may cost. Note how many successful selling letters place a limit on an offer. It expires on a certain date. That is all done to get prompt decision, to overcome the tendency to delay.
Chapter 20 A Name That Helps
There is great advantage in a name that tells a story. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. The name itself describes the product, so it makes a valuable display.
Other coined names are meaningless. Some examples are Kodak, Karo, Sapolio, Vaseline, Kotex, Lux, Postum, etc. They can be protected, and long-continued advertising may give them a meaning. When this is accomplished they become very valuable. But the great majority of them never attain status.
When a product must be called by a common name, the best auxiliary name is a mans name. It is much better than a coined name, for it shows that some man is proud of his creation. For example, Dan's rants, Alice's diary, etc.
March 13, 2023
Anyone who decides to become an advertiser will first want to know what is the most influential advertising book ever written so they can study it. This book practically invented the profession of advertising. Claude Hopkins was not only the greatest advertiser who ever lived, but there is also something extraordinary about him. He worked 16-hour days every single day for his entire life. Including as a child. He supported himself beginning at age 9. And he was rich, but he didn't care anything about money, he only wanted to work 16 hours a day and never have a day off. Then he decided to write a book explaining everything he learned.
December 24, 2019
Another timeless book on advertising.
It is unbelievable to realize that: many words and sentences that were written in 1928 are just as relevant (or even more relevant than ever!) as in 2019. It is not hard to browse around Facebook and see tons of bad, terrible ads out there. And they could be much better (and much more effective) if the ad owner simply read this small book, which was written nearly a century ago!
It is unbelievable to realize that: many words and sentences that were written in 1928 are just as relevant (or even more relevant than ever!) as in 2019. It is not hard to browse around Facebook and see tons of bad, terrible ads out there. And they could be much better (and much more effective) if the ad owner simply read this small book, which was written nearly a century ago!
January 26, 2018
An all-time classic.
Read it or lose money.
Read it or get lost in creativity.
Read it or get lost in pride.
Have you read it yet?
Read it or lose money.
Read it or get lost in creativity.
Read it or get lost in pride.
Have you read it yet?
August 29, 2024
Such a short and entertaining read that truly helps with ideation. Even 100 years after initial publication this book stands the test of time and can provoke great thinking.
February 17, 2023
99% of the principles in this book written 100 years ago, still valid now!
September 28, 2020
Not worth buying, not worth reading.
Where to begin...
This book states the bleeding obvious i.e. that if you run advertising campaigns, then you had better try to actually test how effective they are, so you can optimise your ad spend.
If you come from some other industry, you will be rolling your eyes. If you don't do quality control in your industry, then people start getting food poisoning or bridges fall down. Meanwhile, this book treats it like some big revelation.
Next we have a bunch of principles which make for the most effective advertising - according to the author, these are based on extensive testing and data from big advertisers (hence "scientific").
A lot of these ring true and line up with the advice from gurus today e.g. Cost per customer acquisition. Perhaps this is "the" book which first talked about this. But the problem is, this book is almost 100 years old...
People are not the same. Advertising is not the same. Technology is not the same. Marketing channels are not the same. The specifics ARE important. Who cares if this book has the right principles. You can easily find a free article online which will summarise the same principles for you AND give you practical, useful advertising advice.
Where to begin...
This book states the bleeding obvious i.e. that if you run advertising campaigns, then you had better try to actually test how effective they are, so you can optimise your ad spend.
If you come from some other industry, you will be rolling your eyes. If you don't do quality control in your industry, then people start getting food poisoning or bridges fall down. Meanwhile, this book treats it like some big revelation.
Next we have a bunch of principles which make for the most effective advertising - according to the author, these are based on extensive testing and data from big advertisers (hence "scientific").
A lot of these ring true and line up with the advice from gurus today e.g. Cost per customer acquisition. Perhaps this is "the" book which first talked about this. But the problem is, this book is almost 100 years old...
People are not the same. Advertising is not the same. Technology is not the same. Marketing channels are not the same. The specifics ARE important. Who cares if this book has the right principles. You can easily find a free article online which will summarise the same principles for you AND give you practical, useful advertising advice.
February 1, 2023
You won't find anything scientific here.
The author misuses the term "scientific" to sell a book that is totally based on experience without any meaningful data.
Maybe you could consider it scientific in the 1930s, but it is surely not "scientific" now.
No data, no studies with references, it's just anecdotes.
Moreover, its age shows, both in the concepts and in the language. The internet and social media have had a massive impact on advertising, and this book is simply too antiquated to the point that you can't know whether the principles exposed here are still even slightly valid. Advertising on a newspaper is not the same as advertising on instagram; so if you deal with digital advertising mostly, I think this book is pretty much worthless. There are just a couple of good ideas that you probably have already heard in other forms.
Overall, I think this text is not relevant enough anymore. Skip it
The author misuses the term "scientific" to sell a book that is totally based on experience without any meaningful data.
Maybe you could consider it scientific in the 1930s, but it is surely not "scientific" now.
No data, no studies with references, it's just anecdotes.
Moreover, its age shows, both in the concepts and in the language. The internet and social media have had a massive impact on advertising, and this book is simply too antiquated to the point that you can't know whether the principles exposed here are still even slightly valid. Advertising on a newspaper is not the same as advertising on instagram; so if you deal with digital advertising mostly, I think this book is pretty much worthless. There are just a couple of good ideas that you probably have already heard in other forms.
Overall, I think this text is not relevant enough anymore. Skip it
July 28, 2021
How can a 100 years old book still be so relevant today !?! Just by reading it's table of content, I already learned so much. Especially at the beginning, each chapter was a "hard slap". "Wow I'm doing this so wrong."
The end of the book got a little older but there is still some wisdom in it. Can be read a little bit more quickly than the rest.
The end of the book got a little older but there is still some wisdom in it. Can be read a little bit more quickly than the rest.
November 16, 2019
Feels kind of dated, most of the advice falls in the "no brainer" category today.
January 21, 2024
The book is outdated. Not recommending it.
September 8, 2023
Good book. Straight to the point. Transferable knowledge. My summary below.
Advertising can be safe and sure.
It’s not a gamble. It’s scientific.
Test hundred of variations on a smaller scale.
See what works. Replicate on a larger scale.
Ads purpose is to Sell, not entertain.
Think ad efficiency. +50% more cost for +50% more sales is most likely not worth.
Do nothing to merely interest, amuse, or attract.
Do only which wins the people you are after in the cheapest possible way.
About Pricing.
Cheapness is not a strong appeal.
People judge largely by price. High price = perceived as high quality
People want bargains but not cheapness.
Be specific. “Used all over the world < Used by people over 52 countries”
Customise the interaction to the client. Add personalisation.
Different Headlines for different customer segments.
Address the people you seek and them only.
Offer you product. Give samples.
Curiosity is one of the strongest human incentives.
The product itself should be the best salesman.
You can use the word “free” which attracts much more people.
Focus on the mental impression and atmosphere around it, the experience.
Create an atmosphere of respect, a desire, an expectation.
Give sample to interested people only.
To people who exhibit that interest by some effort.
To people whom you told your story.
Introduce a personality. Don’t be a “soul-less corporation”.
Don’t go to advertising without distribution sorted out.
Good suppliers, fast shipping times, distribution channels.
Learn how much your customers cost -> CAC
Create the urgency of trying to make a deal while the “iron is hot”.
Attacking competitors is the worst advertising.
Don’t point out others faults.
Picture what other wants to be, not what they are now.
In advertising, small scale experiments replicated at a larger scale will have similar results.
Test different ads/products in a small scale -> iterate -> improve -> scale the best performing
That’s why it’s scientific advertising.
Create an hypothesis, prove it and test it, like a chemist in a lab.
Advertising can be safe and sure.
It’s not a gamble. It’s scientific.
Test hundred of variations on a smaller scale.
See what works. Replicate on a larger scale.
Ads purpose is to Sell, not entertain.
Think ad efficiency. +50% more cost for +50% more sales is most likely not worth.
Do nothing to merely interest, amuse, or attract.
Do only which wins the people you are after in the cheapest possible way.
About Pricing.
Cheapness is not a strong appeal.
People judge largely by price. High price = perceived as high quality
People want bargains but not cheapness.
Be specific. “Used all over the world < Used by people over 52 countries”
Customise the interaction to the client. Add personalisation.
Different Headlines for different customer segments.
Address the people you seek and them only.
Offer you product. Give samples.
Curiosity is one of the strongest human incentives.
The product itself should be the best salesman.
You can use the word “free” which attracts much more people.
Focus on the mental impression and atmosphere around it, the experience.
Create an atmosphere of respect, a desire, an expectation.
Give sample to interested people only.
To people who exhibit that interest by some effort.
To people whom you told your story.
Introduce a personality. Don’t be a “soul-less corporation”.
Don’t go to advertising without distribution sorted out.
Good suppliers, fast shipping times, distribution channels.
Learn how much your customers cost -> CAC
Create the urgency of trying to make a deal while the “iron is hot”.
Attacking competitors is the worst advertising.
Don’t point out others faults.
Picture what other wants to be, not what they are now.
In advertising, small scale experiments replicated at a larger scale will have similar results.
Test different ads/products in a small scale -> iterate -> improve -> scale the best performing
That’s why it’s scientific advertising.
Create an hypothesis, prove it and test it, like a chemist in a lab.
February 28, 2023
Been reading some books related to work for personal development and self directed learning and growth. I recently found out this is a very trusted “classic” in the world of marketing, advertising and copywriting. Definitely some good tips here that never get old, and also a good look at the advent of the coupon as a way of tracking sales and metrics. Also talked about the beginnings of A/B split testing and how much a lead generation costs. Learned some good things and would recommend for those in the field .
May 16, 2021
Very strong and to-the-point no-nonsense book. It's also amazing how it holds strong after almost 100 years.
However, some 10% to 15% is outdated, and the overall message can be sumarized in like 5 pages. The book is short, but it makes you wonder if today it would be most likely a lengthy article other than a book.
All in all it's ok and - again - to hold that much value almost a century later is saying a lot.
4 stars, but would give 4.5 if I could.
However, some 10% to 15% is outdated, and the overall message can be sumarized in like 5 pages. The book is short, but it makes you wonder if today it would be most likely a lengthy article other than a book.
All in all it's ok and - again - to hold that much value almost a century later is saying a lot.
4 stars, but would give 4.5 if I could.
August 12, 2023
Wisdom from a better age
The writer was a bridge from a old age of advertising to a new one. While some info is outdated, the principles are timeless and can be easily converted to modern times. Strong recommend.
The writer was a bridge from a old age of advertising to a new one. While some info is outdated, the principles are timeless and can be easily converted to modern times. Strong recommend.
November 21, 2024
Mr. Hopkins has written a book which is based on solid scientific principles. Even though most of the things there might have changed the medium. Some of the principles have remained crucial specially the messaging and the importance of measurement. Must read to know the basics in his time.
August 31, 2018
Číst tuhle knížku před lety, ušetřil bych si spoustu zklamání a možná se kariérně vydal jiným směrem. Vřele doporučuji každému.
April 26, 2025
Very good book to learn about human psychology, advertising and content creation.
October 24, 2018
لدي اهتمام حالياً بمجال التسويق الرقمي، ووجدت المصادر التي تتحدث عن التسويق والدعاية والإعلان تعتبر هذا الكتاب المرجع الأقدم للإعلانات الحديثة الذي يجدر بأي مهتم بالدعايات والإعلانات حتى الرقمية الرجوع إليه، ما دفعني إلى البدء في قراءته، وهو قديم جداً كُتب قبل حوالي 80 سنة، ويعتبر مؤلفه الجد الروحي لهذا العلم. بالرغم من قدم بعض المصطلحات المستخدمة إلا أن الكتاب سلس ومباشر ويعطي فوائد حول قواعد جوهرية للدعاية والتي لاتزال أسس لذات العلم في العصر الحديث. أعجبني فيه شرح الأفكار بشكل مباشر ومختصر دون اللجوء إلى السرد الطويل والحشو بالقصص والذي يتبعه أسلوب التأليف الغربي الحديث، فالكتب الحديثة مليئة بالقصص والحشو الممل الذي يضيع القارئ وخصوصاً من لغته الأم غير الإنجليزية.
الفصل الأول: تحدث عن تاريخ تأسيس علم الدعاية إذا هو مجموعة ممرسات الأفراد المتراكمة والتي جمعت في مؤسسات تنتقي أفضل الممارسات
الفصل الثاني: المعلن يجب أن يتعامل كالبائع تماماً، فعند كتابة الإعلان فالهدف منه أن يقود إلى مبيعات، وشدد المؤلف إلى أن الممارسات السيئة لكثير من المعلنين سببها تركيزهم على إبراز مهاراتهم وقدراتهم واحترافيتهم في صياغة الإعلانات، وهو مايقود إلى تضييعهم بوصلة الاتجاه الصحيح ولا يؤدي الإعلان غرضه الأساس؛ فمعيار نجاح الإعلان هو زيادة المبيعات وليس تباهي المعلن بطرقه وأساليبه...
الفصل الثالث: التركيز على تقديم خدمة. يجب على المعلن أن يضع عين اعتباره أن يشعر الزبون المستهدف بالإعلان بأن بإمكانه الحصول على خدمة أو قيمة أو فائدة من خلال اقتناءه لهذا المنتج، ويمكن هذا من خلال إعطاء فرص التجربة المجانية.... ولذا على المعلن أن يتجنب الحديث في إعلانه عن البيع المباشر أو الاتجاه إلى المعرض للشراء... فالناس يمكن أن يتأثروا ولكن لا يمكن أن يُقادوا للشراء
الفصل الرابع: هذا الفصل يتحدث عن الدروس المستفادة من إعلانات البريد، وفكرة قصاصة الكوبون التي ترفق مع الإعلان. فالإعلان من خلال البريد عادة تكون صغيرة الحجم، وتستغل كل مساحة فيها، وعادة لاتوجد لها إطارات لاستغلال كامل المساحة، وكل عنصر في الإعلان لابد أن يكون له غرض يقود إلى عملية البيع. بعض الإعلانات قد تكون أكبر في الحجم، ولكن يجب التذكر أنه لابد أن يكون العائد بحسب كبر الحجم، فإذا كان الحجم ضعف الحجم الاعتيادي لإعلان البريد، فإن تكلفة الإعلان تكون الضعف، ولابد أن تحقق عائد بمقدار الضعف وإلا يفشل الإعلان في تحقيق الهدف. فتذكر بزيادة الحجم تزيد المبيعات بذات نسبة الزيادة. والموضوع المهم هنا هو إرفاق كوبون مع الإعلان ليكون وسيلة تذكر للقارئ، لأن القارئ ينسى الموضوع في 5 دقائق، فيكون الكوبون بمثابة تذكير له لزيارة المتجر وإجراء عملية الشراء...
الفصل الخامس: أهمية العنوان العريض والصورة في الإعلان، يجب أن تكون جاذبة للانتباه للعينة المرادة بشكل كافي. الفرق بين الإعلان وعملية البيع المباشر هو الاتصال الشخصي في البيع المباشر، الزبون متصل مع البائع ويحظى باهتمامه، ينبغي أن يكون الإعلان بالمثل ليجظى باهتمام الزبائن المحتملين، وذلك من خلال العناوين العريضة للإعلانات لجذب الانتباه، فالقراء يتجاوزون الكثير من الصفحات ولايقرأون إلا ما يجذب اهتمامهم، فليكن العنوان العريض هو وسيلة جذب الاهتمام، فالاهتمام بكتابة العنوان أمر بالغ الأهمية في نجاح الإعلان....
الفصل السادس: أهمية الجانب النفسي في الإعلان. على المعلن أن يفهم بأكبر قدر الجوانب النفسية التي تقود الناس للشراء، كلما زادت معرفة المعلن بهذه التكتيكات النفسية كلما زادت نسبة نجاح إعلاناته في الجذب. من هذه الأمور النفسية ما نعرفها بالفطرة، ومنها ما نكتسبه بالخبرة، ولكن الكثير منها نتعلمها من الآخرين، بملاحظة التكتيكات الأكثر نجاحاً وتعلمها...
الفصل السابع: أهمية التحديد - العبارات العامة في الإعلان لا تعطي أي انطباع ولا تصنع جاذبية (الأرخص، الأفضل، الأحسن في العالم، الأول على مستوى...) كلها عبارات لا تعطي مدلول يجذب الزبون. التحديد في الإعلان والتفصيل في الإدعاء الإعلاني هو ما يجذب، لأن الزبون يستطيع بسهولة اكتشاف إن كان هذا الإدعاء صادق أو كاذب، ومع الزمن طُور لدى الناس أن الإدعلانات المحددة تميل إلى الصدق لسهولة اكتشاف الزبون لزيف الإدعاء إن كانت غير ذلك، لذا فالإعلانات من هذا النوع تجذب الزبون لقراءة الإعلان.
بدأت أعود نفسي عند كتابة المراجعات أن ألخص المحتوى قدر المستطاع لأعود إليه عند الحاجة للاقتباس في مؤلف أو تنشيط الذاكرة دون اللجوء إلى إعادة القراءة التفصيلية.
الفصل الأول: تحدث عن تاريخ تأسيس علم الدعاية إذا هو مجموعة ممرسات الأفراد المتراكمة والتي جمعت في مؤسسات تنتقي أفضل الممارسات
الفصل الثاني: المعلن يجب أن يتعامل كالبائع تماماً، فعند كتابة الإعلان فالهدف منه أن يقود إلى مبيعات، وشدد المؤلف إلى أن الممارسات السيئة لكثير من المعلنين سببها تركيزهم على إبراز مهاراتهم وقدراتهم واحترافيتهم في صياغة الإعلانات، وهو مايقود إلى تضييعهم بوصلة الاتجاه الصحيح ولا يؤدي الإعلان غرضه الأساس؛ فمعيار نجاح الإعلان هو زيادة المبيعات وليس تباهي المعلن بطرقه وأساليبه...
الفصل الثالث: التركيز على تقديم خدمة. يجب على المعلن أن يضع عين اعتباره أن يشعر الزبون المستهدف بالإعلان بأن بإمكانه الحصول على خدمة أو قيمة أو فائدة من خلال اقتناءه لهذا المنتج، ويمكن هذا من خلال إعطاء فرص التجربة المجانية.... ولذا على المعلن أن يتجنب الحديث في إعلانه عن البيع المباشر أو الاتجاه إلى المعرض للشراء... فالناس يمكن أن يتأثروا ولكن لا يمكن أن يُقادوا للشراء
الفصل الرابع: هذا الفصل يتحدث عن الدروس المستفادة من إعلانات البريد، وفكرة قصاصة الكوبون التي ترفق مع الإعلان. فالإعلان من خلال البريد عادة تكون صغيرة الحجم، وتستغل كل مساحة فيها، وعادة لاتوجد لها إطارات لاستغلال كامل المساحة، وكل عنصر في الإعلان لابد أن يكون له غرض يقود إلى عملية البيع. بعض الإعلانات قد تكون أكبر في الحجم، ولكن يجب التذكر أنه لابد أن يكون العائد بحسب كبر الحجم، فإذا كان الحجم ضعف الحجم الاعتيادي لإعلان البريد، فإن تكلفة الإعلان تكون الضعف، ولابد أن تحقق عائد بمقدار الضعف وإلا يفشل الإعلان في تحقيق الهدف. فتذكر بزيادة الحجم تزيد المبيعات بذات نسبة الزيادة. والموضوع المهم هنا هو إرفاق كوبون مع الإعلان ليكون وسيلة تذكر للقارئ، لأن القارئ ينسى الموضوع في 5 دقائق، فيكون الكوبون بمثابة تذكير له لزيارة المتجر وإجراء عملية الشراء...
الفصل الخامس: أهمية العنوان العريض والصورة في الإعلان، يجب أن تكون جاذبة للانتباه للعينة المرادة بشكل كافي. الفرق بين الإعلان وعملية البيع المباشر هو الاتصال الشخصي في البيع المباشر، الزبون متصل مع البائع ويحظى باهتمامه، ينبغي أن يكون الإعلان بالمثل ليجظى باهتمام الزبائن المحتملين، وذلك من خلال العناوين العريضة للإعلانات لجذب الانتباه، فالقراء يتجاوزون الكثير من الصفحات ولايقرأون إلا ما يجذب اهتمامهم، فليكن العنوان العريض هو وسيلة جذب الاهتمام، فالاهتمام بكتابة العنوان أمر بالغ الأهمية في نجاح الإعلان....
الفصل السادس: أهمية الجانب النفسي في الإعلان. على المعلن أن يفهم بأكبر قدر الجوانب النفسية التي تقود الناس للشراء، كلما زادت معرفة المعلن بهذه التكتيكات النفسية كلما زادت نسبة نجاح إعلاناته في الجذب. من هذه الأمور النفسية ما نعرفها بالفطرة، ومنها ما نكتسبه بالخبرة، ولكن الكثير منها نتعلمها من الآخرين، بملاحظة التكتيكات الأكثر نجاحاً وتعلمها...
الفصل السابع: أهمية التحديد - العبارات العامة في الإعلان لا تعطي أي انطباع ولا تصنع جاذبية (الأرخص، الأفضل، الأحسن في العالم، الأول على مستوى...) كلها عبارات لا تعطي مدلول يجذب الزبون. التحديد في الإعلان والتفصيل في الإدعاء الإعلاني هو ما يجذب، لأن الزبون يستطيع بسهولة اكتشاف إن كان هذا الإدعاء صادق أو كاذب، ومع الزمن طُور لدى الناس أن الإدعلانات المحددة تميل إلى الصدق لسهولة اكتشاف الزبون لزيف الإدعاء إن كانت غير ذلك، لذا فالإعلانات من هذا النوع تجذب الزبون لقراءة الإعلان.
بدأت أعود نفسي عند كتابة المراجعات أن ألخص المحتوى قدر المستطاع لأعود إليه عند الحاجة للاقتباس في مؤلف أو تنشيط الذاكرة دون اللجوء إلى إعادة القراءة التفصيلية.
August 9, 2017
A must read for anyone interested in advertising. Not five stars because there are a couple of chapters that are outdated and not relevant anymore. The rest, though, is gold.
Important lessons for me:
- Advertising is multiplied salesmanship. It doesn't need to be entertaining nor weird. Its purpose is to sell. It follows the rules of human interactions. When writing, don't think of people in the mass but trying to think of your ideal customer.
- Don't try to sell people what they don't want.
- Advertising must be scientific. Experiments must be conducted (first on a small scale), results collected, decisions made by understanding what is working or not.
- Headlines are pivotal. People are juggling a lot of clutter when it comes to information. Your headline is the only way to convince them to read further. The headline is fundamental because if it doesn't make a prospect read it, then the purpose of the entire campaign is wasted. Headlines shouldn't try to grab anyone in, they should only appeal to people interested in your product/service.
- Specificity is king. General statements don't leave the mark and seem put out there just to attract attention. Instead, using numbers, percentages, or specific facts make the ads more interesting and enticing.
- A free sample is the best way for the customer to experience your product. Though, instead of just giving it away unsolicitedly (might make you look cheap), make your prospect request it after they read the ad. Bonus point, it makes you use the word "free" in your copy which is a great attention grabber.
- People don't care about you and your product. Don't talk about these in your ad, instead focus on the benefits the product/service has for the reader.
- Don't use negative imagery in the ads. Instead, picture the change and the final destination/transformation that your product/service will bring. Create a cheerful imagery and environment with your words.
- Don't spend money on campaigns trying to educate people. Is like trying to sell shaving cream to people who are proud of their beards.
- Test, test, test.
- Have a name who is unique and that might already explain the benefits.
- Before writing an ad, immerse yourself fully in the topic.
Important lessons for me:
- Advertising is multiplied salesmanship. It doesn't need to be entertaining nor weird. Its purpose is to sell. It follows the rules of human interactions. When writing, don't think of people in the mass but trying to think of your ideal customer.
- Don't try to sell people what they don't want.
- Advertising must be scientific. Experiments must be conducted (first on a small scale), results collected, decisions made by understanding what is working or not.
- Headlines are pivotal. People are juggling a lot of clutter when it comes to information. Your headline is the only way to convince them to read further. The headline is fundamental because if it doesn't make a prospect read it, then the purpose of the entire campaign is wasted. Headlines shouldn't try to grab anyone in, they should only appeal to people interested in your product/service.
- Specificity is king. General statements don't leave the mark and seem put out there just to attract attention. Instead, using numbers, percentages, or specific facts make the ads more interesting and enticing.
- A free sample is the best way for the customer to experience your product. Though, instead of just giving it away unsolicitedly (might make you look cheap), make your prospect request it after they read the ad. Bonus point, it makes you use the word "free" in your copy which is a great attention grabber.
- People don't care about you and your product. Don't talk about these in your ad, instead focus on the benefits the product/service has for the reader.
- Don't use negative imagery in the ads. Instead, picture the change and the final destination/transformation that your product/service will bring. Create a cheerful imagery and environment with your words.
- Don't spend money on campaigns trying to educate people. Is like trying to sell shaving cream to people who are proud of their beards.
- Test, test, test.
- Have a name who is unique and that might already explain the benefits.
- Before writing an ad, immerse yourself fully in the topic.
February 26, 2017
This is a book I've been meaning to get around to for at least a couple years now. I'm glad it finally ended up in my reading list because it was wonderful. I love the terse, precise prose. Hopkins really hammers home his ideas.
I will probably do a full review once I've digested it a bit more, but I want to mention a couple items.
A few people have criticized the book for not being "scientific". Its certainly not a scientific article, and would never wind up in a scientific journal. This book is mostly anecdotes and advice from a successful advertiser nearing the end of his career. It is a plea for advertisers to have a more scientific mindset when it comes to evaluating the effectiveness of ads and making changes to better improve returns. What its endorsing is science at the workplace and opposed to shooting around blindly and trusting your gut.
Some of the more interesting parts of the book were the tips that he gives that flatly contradict the practices that we still see today all of the time. For example, Hopkins hates negative ads - in his experience and that of his colleagues negative ads are ineffective - but we see this kind of stuff quite often. For example, toothpaste commercials will show yellowed teeth turning white. Hopkins stresses that advertisers should just show the white teeth; the viewer already knows about the yellow part. I'm assuming Colgate, and other huge advertisers, have done their 'science' and discovered that these negative ads do in fact work - that times have changed.
That's the kicker here. Even if you disagree with Hopkins's advice, you have to challenge him at his own game. The only way to say, "oh, that's bullshit" is to actually go out and do the math - which was Hopkins's goal the whole time.
I will probably do a full review once I've digested it a bit more, but I want to mention a couple items.
A few people have criticized the book for not being "scientific". Its certainly not a scientific article, and would never wind up in a scientific journal. This book is mostly anecdotes and advice from a successful advertiser nearing the end of his career. It is a plea for advertisers to have a more scientific mindset when it comes to evaluating the effectiveness of ads and making changes to better improve returns. What its endorsing is science at the workplace and opposed to shooting around blindly and trusting your gut.
Some of the more interesting parts of the book were the tips that he gives that flatly contradict the practices that we still see today all of the time. For example, Hopkins hates negative ads - in his experience and that of his colleagues negative ads are ineffective - but we see this kind of stuff quite often. For example, toothpaste commercials will show yellowed teeth turning white. Hopkins stresses that advertisers should just show the white teeth; the viewer already knows about the yellow part. I'm assuming Colgate, and other huge advertisers, have done their 'science' and discovered that these negative ads do in fact work - that times have changed.
That's the kicker here. Even if you disagree with Hopkins's advice, you have to challenge him at his own game. The only way to say, "oh, that's bullshit" is to actually go out and do the math - which was Hopkins's goal the whole time.
January 14, 2021
There’s a frequent quote used in advertising and marketing books that “people don’t change, technology does”. It seems very apt when you read this almost hundred year old book on how to make advertising work. This is the grandad, maybe even the great grandad of advertising books.
For anyone interested in marketing and advertising, it’s a fun read in that much of what he states as good practice in advertising back in 1923 still makes sense today. He was ahead of his time on areas like sales attribution and customer focus for example. (he doesn’t exactly use those terms, but the sense of them).
The book goes into quite specific execution detail on areas like copywriting, use of imagery and coupons and sales promotion offers. What works and what doesn’t. There are a lot of solid advertising and selling principles here, so it’s interesting.
In some cases though, culture and technology have evolved, since the book was written. The author’s style was also very black and white with blanket statements like “Do X” and “Don’t do y”. Some of these like “never try to be funny in advertising” for example, seem odd to modern readers.
But, for understanding where some basic concepts of advertising and selling come from, it’s short, clearly written and worth reading.
For anyone interested in marketing and advertising, it’s a fun read in that much of what he states as good practice in advertising back in 1923 still makes sense today. He was ahead of his time on areas like sales attribution and customer focus for example. (he doesn’t exactly use those terms, but the sense of them).
The book goes into quite specific execution detail on areas like copywriting, use of imagery and coupons and sales promotion offers. What works and what doesn’t. There are a lot of solid advertising and selling principles here, so it’s interesting.
In some cases though, culture and technology have evolved, since the book was written. The author’s style was also very black and white with blanket statements like “Do X” and “Don’t do y”. Some of these like “never try to be funny in advertising” for example, seem odd to modern readers.
But, for understanding where some basic concepts of advertising and selling come from, it’s short, clearly written and worth reading.
August 7, 2025
1. Неповторимость — это самая суть рекламы. Копирование в рекламе — позор.
2. Реклама — это умение продавать.
3. Единственная цель рекламы — продажа товара. Реклама будет окупаемой или не окупаемой в зависимости от реальных цифр продаж.
4. Особенность рекламы — в её масштабе. Реклама — это работа продавца в многократном увеличении. Она обращается к тысячам покупателей, пока продавец имеет дело с одним. И стоимость её соответствует её задаче.
5. Каждое объявление должно работать как суперпродавец.
6. Ошибка одного продавца стоит не так уж много. Ошибка в опубликованной рекламе стоит в тысячи раз дороже. Семь раз отмерь, прежде чем давать рекламу.
7. Бездарный продавец не испортит вам общей картины продаж. Бездарная реклама испортит всё.
8. В рекламной сфере есть очень простой способ ответить на любые вопросы. Спросите себя: "Это поможет продавцу продать свой товар?" "А помогло бы это лично мне как продавцу, лицом к лицу с покупателем?"
9. Читают рекламу только те, кого интересует конкретный вид товара. Никто не читает объявления для развлечения. Рассматривайте читателя рекламы как покупателя, пришедшего в магазин осмотреть товар и прицениться. Дайте ему нужную информацию, и его отклик не заставит себя ждать.
10. Когда вы задумываете или готовите рекламу, сосредоточьтесь на образе типичного покупателя. Ваша тема, ваш заголовок должны привлечь его или её внимание. Далее во всём руководствуйтесь одним-единственным правилом: делайте то, что бы вы сделали, если бы встретились с покупателем лицом к лицу.
11. Рекламист исследует потребности потенциального клиента. Он пробует поставить себя на его место. Его профессиональный успех зависит от этого как ни от чего другого.
12. Первопричина большинства рекламных неудач — в том, что людям хотят продать товар, который им не нужен.
13. Помните, что все люди, к которым вы обращаетесь, — такие же эгоисты, как вы и я. Помните об этом постоянно. Им нет никакого дела до ваших интересов, ваших прибылей.
14. Хороший продавец не кричит. Он не говорит: "Купи!" Он обрисовывает покупателю преимущества и выгоды одолжения, которое ему делает, до тех пор, пока тот сам не сочтёт покупку делом решенным.
15. Людей можно заманить, но не загнать. Всё, что они делают, они делают ради собственного удовольствия.
16. Цель заголовка в том, чтобы выявить всех, в ком вы заинтересованы.
17. Когда вам надо обратиться к одному человеку в толпе, вы, скорее всего, окликнёте его примерно так: "Эй, Билли Джонс!", и это привлечёт внимание только того, кто вам нужен.
18. Предлагаемый вами товар заинтересует только определённых людей и по определённым причинам. Вам важны только эти люди. Поэтому напишите заголовок, обращённый только к ним.
19. Во всех областях рекламы мы получаем знания опытным путём.
20. Преувеличения, рождённые энтузиазмом, люди обычно прощают. Но именно поэтому такие общие утверждения мало чего стоят. И всякий, кто склонен к употреблению превосходных степеней, должен ожидать, что его заявления не будут приняты на веру.
21. Человек не воспринимает банальности и общие места. Они влетают в одно ухо и вылетают из другого. Сказать "лучший в мире", "самая низкая цена" и т. д. значит не сказать ничего. Превосходные степени только вредят. Они беспочвенны, раздуты, преувеличены, в них проглядывает пренебрежение к правде. Они ведут к тому, что информативность ваших заявлений уменьшается.
22. Точные утвер��дения обычно оказываются как нельзя кстати. Реальные цифры, если привести их в рекламе, не повредят, а помогут делу. Стоит только осветить подробности, и все они покажутся весомыми и эффектными.
23. Любую аргументацию можно усилить, обратившись к цифрам.
24. Одна фраза занимает не больше места, чем другая, но более конкретная фраза может оказаться во много раз эффективнее.
25. Когда вы сумели привлечь внимание человека, настаёт этап всестороннего убеждения и исчерпывающих доводов. Не забудьте ни одного. Не упустите ни одной детали. Каждая подробность связана с другой, они выигрывают от соседства друг с другом. Если вы исключите хоть один аргумент, то потеряете ту часть читателей, для которой он мог стать решающим.
26. Используйте только те иллюстрации, которые привлекают людей, отдающих вам деньги. Используйте их только тогда, когда картинка представляет из себя лучший аргумент, чем если бы это место было занято текстом.
27. Не делайте ничего такого, что просто возбуждает интерес, развлекает, нравится. Это не есть ваша задача. Делайте только то, что привлекает нужных вам людей при минимальных затратах.
28. То, от чего нельзя ждать прибылей на глобальном уровне, не будет прибыльным и в небольших масштабах.
29. Ни один результат не достигается беспорядочными действиями.
30. Товар сам по себе должен быть и продавцом. Он сам должен продавать себя. Не продукт сам по себе, конечно, а продукт плюс некое впечатление, атмосфера, которую вы вокруг него создаёте.
31. Образцы нужно вручать только тем, кто заинтересовался товаром. Причём тем, кто подтверждает свой интерес каким-то шагом или действием. Раздавайте образцы только тем, кто получил полную информацию о товаре. Прежде всего, создайте атмосферу уважения, поиска, ожиданий. Когда люди настроены как надо, ваш образец, как правило, только подтвердит описанные вами качества товара.
32. Наиболее убедительные аргументы при рассмотрении рекламных планов — это цифры.
33. Показывайте товар лицом, с самой привлекательной стороны, подчёркивая яркие и удачные качества, а не сомнительные и непривлекательные. Показывайте красоту, а не уродство, здоровье, а не болезнь. Не говорите о морщинах, которые Вы предлагаете удалить, а описывайте то свежее лицо, которое появится. Ваши покупатели и так всё знают о морщинах.
34. Рассказывайте о том, что будет, а не о том, что есть в данный момент.
35. Опишите то, к чему люди стремятся, а не то, что они, возможно, имеют сейчас.
36. Принципы рекламы универсальны. Куйте железо, пока горячо. Затем подтолкните к решению. Если покупатель делает хоть шаг в вашу сторону — действуйте сразу. Лучше заплатить чуть больше и вызвать немедленную реакцию, чем терять деньги на отсрочках.
2. Реклама — это умение продавать.
3. Единственная цель рекламы — продажа товара. Реклама будет окупаемой или не окупаемой в зависимости от реальных цифр продаж.
4. Особенность рекламы — в её масштабе. Реклама — это работа продавца в многократном увеличении. Она обращается к тысячам покупателей, пока продавец имеет дело с одним. И стоимость её соответствует её задаче.
5. Каждое объявление должно работать как суперпродавец.
6. Ошибка одного продавца стоит не так уж много. Ошибка в опубликованной рекламе стоит в тысячи раз дороже. Семь раз отмерь, прежде чем давать рекламу.
7. Бездарный продавец не испортит вам общей картины продаж. Бездарная реклама испортит всё.
8. В рекламной сфере есть очень простой способ ответить на любые вопросы. Спросите себя: "Это поможет продавцу продать свой товар?" "А помогло бы это лично мне как продавцу, лицом к лицу с покупателем?"
9. Читают рекламу только те, кого интересует конкретный вид товара. Никто не читает объявления для развлечения. Рассматривайте читателя рекламы как покупателя, пришедшего в магазин осмотреть товар и прицениться. Дайте ему нужную информацию, и его отклик не заставит себя ждать.
10. Когда вы задумываете или готовите рекламу, сосредоточьтесь на образе типичного покупателя. Ваша тема, ваш заголовок должны привлечь его или её внимание. Далее во всём руководствуйтесь одним-единственным правилом: делайте то, что бы вы сделали, если бы встретились с покупателем лицом к лицу.
11. Рекламист исследует потребности потенциального клиента. Он пробует поставить себя на его место. Его профессиональный успех зависит от этого как ни от чего другого.
12. Первопричина большинства рекламных неудач — в том, что людям хотят продать товар, который им не нужен.
13. Помните, что все люди, к которым вы обращаетесь, — такие же эгоисты, как вы и я. Помните об этом постоянно. Им нет никакого дела до ваших интересов, ваших прибылей.
14. Хороший продавец не кричит. Он не говорит: "Купи!" Он обрисовывает покупателю преимущества и выгоды одолжения, которое ему делает, до тех пор, пока тот сам не сочтёт покупку делом решенным.
15. Людей можно заманить, но не загнать. Всё, что они делают, они делают ради собственного удовольствия.
16. Цель заголовка в том, чтобы выявить всех, в ком вы заинтересованы.
17. Когда вам надо обратиться к одному человеку в толпе, вы, скорее всего, окликнёте его примерно так: "Эй, Билли Джонс!", и это привлечёт внимание только того, кто вам нужен.
18. Предлагаемый вами товар заинтересует только определённых людей и по определённым причинам. Вам важны только эти люди. Поэтому напишите заголовок, обращённый только к ним.
19. Во всех областях рекламы мы получаем знания опытным путём.
20. Преувеличения, рождённые энтузиазмом, люди обычно прощают. Но именно поэтому такие общие утверждения мало чего стоят. И всякий, кто склонен к употреблению превосходных степеней, должен ожидать, что его заявления не будут приняты на веру.
21. Человек не воспринимает банальности и общие места. Они влетают в одно ухо и вылетают из другого. Сказать "лучший в мире", "самая низкая цена" и т. д. значит не сказать ничего. Превосходные степени только вредят. Они беспочвенны, раздуты, преувеличены, в них проглядывает пренебрежение к правде. Они ведут к тому, что информативность ваших заявлений уменьшается.
22. Точные утвер��дения обычно оказываются как нельзя кстати. Реальные цифры, если привести их в рекламе, не повредят, а помогут делу. Стоит только осветить подробности, и все они покажутся весомыми и эффектными.
23. Любую аргументацию можно усилить, обратившись к цифрам.
24. Одна фраза занимает не больше места, чем другая, но более конкретная фраза может оказаться во много раз эффективнее.
25. Когда вы сумели привлечь внимание человека, настаёт этап всестороннего убеждения и исчерпывающих доводов. Не забудьте ни одного. Не упустите ни одной детали. Каждая подробность связана с другой, они выигрывают от соседства друг с другом. Если вы исключите хоть один аргумент, то потеряете ту часть читателей, для которой он мог стать решающим.
26. Используйте только те иллюстрации, которые привлекают людей, отдающих вам деньги. Используйте их только тогда, когда картинка представляет из себя лучший аргумент, чем если бы это место было занято текстом.
27. Не делайте ничего такого, что просто возбуждает интерес, развлекает, нравится. Это не есть ваша задача. Делайте только то, что привлекает нужных вам людей при минимальных затратах.
28. То, от чего нельзя ждать прибылей на глобальном уровне, не будет прибыльным и в небольших масштабах.
29. Ни один результат не достигается беспорядочными действиями.
30. Товар сам по себе должен быть и продавцом. Он сам должен продавать себя. Не продукт сам по себе, конечно, а продукт плюс некое впечатление, атмосфера, которую вы вокруг него создаёте.
31. Образцы нужно вручать только тем, кто заинтересовался товаром. Причём тем, кто подтверждает свой интерес каким-то шагом или действием. Раздавайте образцы только тем, кто получил полную информацию о товаре. Прежде всего, создайте атмосферу уважения, поиска, ожиданий. Когда люди настроены как надо, ваш образец, как правило, только подтвердит описанные вами качества товара.
32. Наиболее убедительные аргументы при рассмотрении рекламных планов — это цифры.
33. Показывайте товар лицом, с самой привлекательной стороны, подчёркивая яркие и удачные качества, а не сомнительные и непривлекательные. Показывайте красоту, а не уродство, здоровье, а не болезнь. Не говорите о морщинах, которые Вы предлагаете удалить, а описывайте то свежее лицо, которое появится. Ваши покупатели и так всё знают о морщинах.
34. Рассказывайте о том, что будет, а не о том, что есть в данный момент.
35. Опишите то, к чему люди стремятся, а не то, что они, возможно, имеют сейчас.
36. Принципы рекламы универсальны. Куйте железо, пока горячо. Затем подтолкните к решению. Если покупатель делает хоть шаг в вашу сторону — действуйте сразу. Лучше заплатить чуть больше и вызвать немедленную реакцию, чем терять деньги на отсрочках.
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