Archive for Advertising
Sex, Controversy And Classic Direct Response Copywriting
Posted by: | CommentsHad to bring this item to your attention, partly because of the “controversy” but also because the ad is actually a good example of direct response copywriting.
In London, there has been a storm of outrage over billboards carrying the following headline…
Sphere: Related Content“Scientific Advertising In The 21st Century” – Part 18 “Negative Advertising”
Posted by: | Comments“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…
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“Scientific Advertising In The 21st Century” – Part 17 “Individuality”
Posted by: | CommentsChapter 17 of the copywriting classic “Scientific Advertising” by Claude Hopkins deals with the topic of individuality.
Why is this important?
Here’s what Hopkins had to say…
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A Single Letter Can Make A Difference In Copywriting
Posted by: | CommentsYou’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…
Sphere: Related Content“Scientific Advertising In The 21st Century” – Part 15 “Test Campaigns”
Posted by: | CommentsIf 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 – the buyers of your product.”
Now, I’d suggest that the buyers should be the court of first resort (not last!), but that’s a quibble.
In chapter 15 of his classic copywriting book “Scientific Advertising”. Claude Hopkins discusses two ways to use testing…
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