Archive | Scientific Advertising

Chapter 2 – Just Salesmanship

Claude HopkinsTo properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman’s standards.

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Chapter 5 – Headlines

Claude HopkinsThe difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects whom he can never hope to interest.

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Chapter 6 – Psychology

Claude HopkinsThe competent advertising man must understand psychology. The more he knows about it the better. He must learn that certain effects lead to certain reactions, and use that knowledge to increase results and avoid mistakes.

Human nature is perpetual. In most respects it is the same today as in the time of Caesar.

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Chapter 7 – Being Specific

Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, “Best in the world,” “Lowest price in existence,” etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging.

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Chapter 10 – Things Too Costly

Claude HopkinsMany 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.

Changing peoples habits is very expensive. A project which involves that must be seriously considered.

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