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 … [Continue reading]
When It’s OK To Brag…
...maybe! Let's face it, nobody likes a braggart. Which is why one of the guidelines for effective copywriting is to focus on your prospective customer rather than indulge in chest-thumping about how great you or your company are. However, there … [Continue reading]
“Scientific Advertising In The 21st Century” – Part 9 “Art In Advertising”
In this next part of this series "Scientific Advertising In The 21st Century", legendary copywriter Claude Hopkins turns his attention to the use of art in advertising. Not surprisingly, his key criterion is whether or not including a picture will … [Continue reading]
Copywriting Notes – Olympic Lessons
Coming towards the end of the 2008 Olympics, couple of observations about success occur to me. Now, I will confess that I'm not a great sports fan and I haven't been watching the games much. I'm also somewhat dubious about the idea of using … [Continue reading]
Master Copywriter John Carlton On Closing The Sale
Fascinating discussion of the psychological dynamics involved in closing a sale in this video from master copywriter John Carlton. Copywriting has been defined as "Salesmanship In Print" (or, alternatively, "Multiplied Salesmanship"). To me, one of … [Continue reading]