…and all Direct Response Marketers.
Bond and Kevin Halbert, sons of copywriting great Gary Halbert, have announced three exciting new developments concerning the work of their late father…
“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 – 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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“Scientific Advertising In The 21st Century” – Part 14 “Getting Distribution”
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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A Painful Marketing Lesson…
…relearned.
No blog post yesterday, largely because I lost internet access.
OK, it was partly my fault. I tried updating some drivers and that somehow trashed my modem connection.
Now, as a freelance copywriter and internet marketer, not being connected is a bad thing!
A call to my ISP help desk failed to fix the problem…
“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 ignore them. I’ve commented several times on this blog about marketers violating one of Hopkins’ key guidelines, namely…