Sales Focused Copywriting For Direct Response Marketers Who Want More Clients...More Sales...More Cash In The Bank!
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 ignore them. I’ve commented several times on this blog about marketers violating one of Hopkins’ key guidelines, namely…
In a previous post (“Attention Copywriters – Differentiate Or Die”) I mentioned legendary copywriter and ad-man Rosser Reeves. Here’s a little more about the man.
Reeves was a disciple of the Claude Hopkins / John E. Kennedy school of advertising and was an advocate of what was known as the “Hard Sell” approach to advertising.
He spent most of his career at the Ted Bates agency. Bates and Reeves formed a very succesful partnership with Bates as the account man and Reeves the star copy man.
Reeves became known for devising the concept of the “Unique Selling Proposition” (the USP) which he defined in this way…
Welcome back to this series of articles discussing the copywriting classic “Scientific Advertising” by Claude Hopkins.
Chapter 12 deals with the topic of “Strategy”.
Hopkins clearly saw business and marketing as a highly competitive endeavour…
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…and tourism, in general, for that matter.
Serious copywriters and direct response marketers will be familiar with the classic work of David Ogilvy promoting tourism and foreign travel.
In the the classic “Ogilvy On Advertising” (a must-have for all copywriters and marketers), one chapter is devoted to the subject (titled, no surprise, “How To Advertise Foreign Travel”).
Here’s what Ogilvy had to say…
…is taken!
Been meaning to comment about this item for a while and was reminded yesterday when I popped into the city and saw the offending ads once again.
Dell computer has been running some ads down here in Sydney promoting their computers as being cool, hip and stylish (the theme seems to be the somewhat lame “New black” idea), seemingly on the basis that they now come in a range of different bright colours.
Hate to have to tell the Dell people this but…