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…
Copywriting Notes – Makepeace And Bencivenga Part 1
One of the aims of the “Copywriting Notes” series of posts is to look further into the mindset that’s required to be a successful copywriter. You see, to be a successful copywriter yourself, you need to be able to think the way top copywriters do. The best way to learn to do that is to […]
“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 […]
Why Do Big Financial Institutions Have Such Dumb Advertising?
In the City today I couldn’t help notice a new advertising campaign from BT Financial Group, one of the big local funds managers. It’s promoting their superannuation (retirement savings) products and the part that I saw was the outdoor display ads. There’s a whole series of these advertisements and they all have a question theme […]