“A Name That Helps” is the subject of chapter 20 of the copywriting classic “Scientific Advertising” by Claude Hopkins. In this chapter, Hopkins shares his thoughts and experience with product names, with examples of names that can help the selling process along with some potential pitfalls. This sums up his overall philosophy about product names…
“Scientific Advertising In The 21st Century” – Part 19 “Letter Writing”
In Chapter 19 of the copywriting classic “Scientific Advertising”, Claude Hopkins turns his attention to the subject of “Letter Writing”. By “Letter Writing”, Hopkins of course means classic direct mail. Here are his initial comments…
“Scientific Advertising In The 21st Century” – Part 18 “Negative Advertising”
“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…
“Scientific Advertising In The 21st Century” – Part 13 “Use of Samples”
This next chapter, “Use Of Samples” in the copywriting classic “Scientific Advertising” by Claude Hopkins is one that I’ve always found particularly interesting. Hopkins was one of the pioneers in this area and the insights he gained are still relevant today. Unfortunately, all too many marketers either are unaware of these insights or choose to […]