The Science of Writing Better Advertising Copy
Many of us are so busy looking for the latest and the most cutting-edge tools to help us market - the Internet, Facebook, blogs, Twitter - that we often fail to look behind us. Like 80 or 90 years behind us.
Claude Hopkins was one of the most influential copywriters who ever lived. He is credited with pioneering what have become some of the most-used advertising tactics ever: sampling, risk-free trials, money-back guarantees, market testing and more.
In 1923, he shared his wisdom and experience with marketers in a book called "Scientific Advertising." It was an instant classic.
David Ogilvy, one of the 20th century's greatest advertising legends, said of Hopkins' book: "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."
Perhaps Hopkins' lessons can help you, too.
Since its copyright has expired, there are a variety of places on the web where you can read the book for free. Here's a good one:
http://www.scientificadvertising.blogspot.com/
I invite you to read "Scientific Advertising." It is written in a clear, simple, concise manner - as you might expect from an ace communicator. It reads almost as fresh today as when it was written.
And if you think that something created almost a hundred years ago couldn't be relevant for today, ask yourself this: Are people still risk-averse? Do people still like free samples of products? Are money-back guarantees still effective?
Of course they are. One of the secrets of smart marketing is that the basic human needs and emotions rarely change, no matter what fads and fancies are in vogue from year to year.
Try Hopkins' book. If you don't find something of value in it... why, I'll refund every penny you paid for it. No questions asked.
BBlackwood
Longtime creative director and marketer
Free resources for marketers on a limited budget at my blog: Smart Marketing on Any Budget>
http://www.smartmarketing4.me/
Tweet me @bb_smart
Article Source: http://EzineArticles.com/?expert=Boyd_Blackwood
Claude Hopkins was one of the most influential copywriters who ever lived. He is credited with pioneering what have become some of the most-used advertising tactics ever: sampling, risk-free trials, money-back guarantees, market testing and more.
In 1923, he shared his wisdom and experience with marketers in a book called "Scientific Advertising." It was an instant classic.
David Ogilvy, one of the 20th century's greatest advertising legends, said of Hopkins' book: "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."
Perhaps Hopkins' lessons can help you, too.
Since its copyright has expired, there are a variety of places on the web where you can read the book for free. Here's a good one:
http://www.scientificadvertising.blogspot.com/
I invite you to read "Scientific Advertising." It is written in a clear, simple, concise manner - as you might expect from an ace communicator. It reads almost as fresh today as when it was written.
And if you think that something created almost a hundred years ago couldn't be relevant for today, ask yourself this: Are people still risk-averse? Do people still like free samples of products? Are money-back guarantees still effective?
Of course they are. One of the secrets of smart marketing is that the basic human needs and emotions rarely change, no matter what fads and fancies are in vogue from year to year.
Try Hopkins' book. If you don't find something of value in it... why, I'll refund every penny you paid for it. No questions asked.
BBlackwood
Longtime creative director and marketer
Free resources for marketers on a limited budget at my blog: Smart Marketing on Any Budget>
http://www.smartmarketing4.me/
Tweet me @bb_smart
Article Source: http://EzineArticles.com/?expert=Boyd_Blackwood
Labels: Better Advertising Copy, smart marketing
Many of us are so busy looking for the latest and the most cutting-edge tools to help us market - the Internet, Facebook, blogs, Twitter - that we often fail to look behind us. Like 80 or 90 years behind us.
Claude Hopkins was one of the most influential copywriters who ever lived. He is credited with pioneering what have become some of the most-used advertising tactics ever: sampling, risk-free trials, money-back guarantees, market testing and more.
In 1923, he shared his wisdom and experience with marketers in a book called "Scientific Advertising." It was an instant classic.
David Ogilvy, one of the 20th century's greatest advertising legends, said of Hopkins' book: "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."
Perhaps Hopkins' lessons can help you, too.
Since its copyright has expired, there are a variety of places on the web where you can read the book for free. Here's a good one:
http://www.scientificadvertising.blogspot.com/
I invite you to read "Scientific Advertising." It is written in a clear, simple, concise manner - as you might expect from an ace communicator. It reads almost as fresh today as when it was written.
And if you think that something created almost a hundred years ago couldn't be relevant for today, ask yourself this: Are people still risk-averse? Do people still like free samples of products? Are money-back guarantees still effective?
Of course they are. One of the secrets of smart marketing is that the basic human needs and emotions rarely change, no matter what fads and fancies are in vogue from year to year.
Try Hopkins' book. If you don't find something of value in it... why, I'll refund every penny you paid for it. No questions asked.
BBlackwood
Longtime creative director and marketer
Free resources for marketers on a limited budget at my blog: Smart Marketing on Any Budget>
http://www.smartmarketing4.me/
Tweet me @bb_smart
Article Source: http://EzineArticles.com/?expert=Boyd_Blackwood
Claude Hopkins was one of the most influential copywriters who ever lived. He is credited with pioneering what have become some of the most-used advertising tactics ever: sampling, risk-free trials, money-back guarantees, market testing and more.
In 1923, he shared his wisdom and experience with marketers in a book called "Scientific Advertising." It was an instant classic.
David Ogilvy, one of the 20th century's greatest advertising legends, said of Hopkins' book: "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."
Perhaps Hopkins' lessons can help you, too.
Since its copyright has expired, there are a variety of places on the web where you can read the book for free. Here's a good one:
http://www.scientificadvertising.blogspot.com/
I invite you to read "Scientific Advertising." It is written in a clear, simple, concise manner - as you might expect from an ace communicator. It reads almost as fresh today as when it was written.
And if you think that something created almost a hundred years ago couldn't be relevant for today, ask yourself this: Are people still risk-averse? Do people still like free samples of products? Are money-back guarantees still effective?
Of course they are. One of the secrets of smart marketing is that the basic human needs and emotions rarely change, no matter what fads and fancies are in vogue from year to year.
Try Hopkins' book. If you don't find something of value in it... why, I'll refund every penny you paid for it. No questions asked.
BBlackwood
Longtime creative director and marketer
Free resources for marketers on a limited budget at my blog: Smart Marketing on Any Budget>
http://www.smartmarketing4.me/
Tweet me @bb_smart
Article Source: http://EzineArticles.com/?expert=Boyd_Blackwood
Labels: Better Advertising Copy, smart marketing
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