“Negative Advertising” is the subject of Chapter 18 of the copywriting classic “Scientific Advertising” by Claude Hopkins. In this short chapter, Hopkins discusses two types of negative advertising. The first is what is usually called “knocking copy” or directly criticising the competition. Hopkins strongly discourages this…
A Single Letter Can Make A Difference In Copywriting
You’re probably familiar with the idea that in copywriting every word counts. But how about the difference a single letter can make? There’s a fairly famous case…
“Scientific Advertising In The 21st Century” – Part 15 “Test Campaigns”
If there is one idea that justifies the use of the title “Scientific Advertising” by copywriter Claude Hopkins it’s this… “Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort […]
“Scientific Advertising In The 21st Century” – Part 14 “Getting Distribution”
Chapter 14 of the Claude Hopkins copywriting classic “Scientific Advertising” is all about getting the product to the customer – “Getting Distribution”. Now, for the classic direct response marketer or someone doing business on the internet, this subject may seem of little or no interest. But there are 2 reasons why this may be useful…
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