Marketing – Page 98

“Scientific Advertising In The 21st Century” – Part 11 “Information”

“Information” is the subject of Chapter 11 of the copywriting classic “Scientific Advertising” by Claude Hopkins.

In today’s language, what Hopkins is talking about is better understood as research.

Hopkins was firmly of the view that…

“An ad-writer, to have a chance at success, must gain full information on his subject…A painstaking advertising man will often read for weeks on some problem which comes up.”

And he very much practiced what he preached. Hopkins was renown for his work ethic.

Here are some of the areas Hopkins insisted needed to be covered…

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“Scientific Advertising In The 21st Century” – Part 10 “Things Too Costly”

Chapter 10 of copywriting classic “Scientific Advertising” is titled “Things Too Costly”. By this, the great Claude Hopkins means…

“Many things are possible in advertising which are too costly to attempt. That is another reason why every project and method should be weighed and determined by a known scale of cost and result.”

Put another way, there are some projects that will never make money for you, no matter how good the copywriting and how worthy the project.

Here are some of the examples Hopkins mentions…
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The Importance Of The Offer In Copywriting

Your offer is one of the most important elements of any promotion. Here’s a video from copywriter John Carlton’s “Copywriting Checklist” video series spelling out some of the critical points to keep in mind…

Will This Message Reach The Market?

If you’re a copywriter or have any experience of direct response marketing, then I’m pretty sure you’re familiar with the important concept of “Message-to-market-match”. That is to say, when advertising you choose an avenue that will reach your desired audience.

So imagine my surprise as I was reading this week’s edition of “The Economist” when I came across an ad from the Australian bank NAB. The same ad, in fact, that I commented on in a previous post (“Someone Didn’t Get The ‘Reason Why Copywriting’ Memo”).

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A Simple, But Very Powerful, Copywriting Formula…

…when you know the secret to using it effectively, that is.

“Mass Control” marketer Frank Kern is on the loose again! He’s about to launch some sort of membership programme, from what I can gather. In the lead up to that he has a new video which provides some excellent marketing information (as does most of the free material Frank makes available).

Now, the first thing that’s of interest is the actual content. It’s a simple formula for selling pretty much anything that ace copywriter John Carlton gave to Frank. Ready? Here it is…

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