Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
“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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Chapter 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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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…
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 – 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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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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