Duke of Marketing

Have a notebook filled with notes yet?! Scientific Advertising CHAPTER NINE Art in Advertising Pictures in advertising are very expensive. Not in the cost of good art work alone, but in the cost of space. From one-third to one-half of an advertising campaign is often staked on the power of the pictures. Anything expensive must […]

Are you telling your story?… Scientific Advertising CHAPTER EIGHT Tell Your Full Story Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete. If you watch returns, you will find that certain claims appeal far more than others. But in usual lines a number of claims appeal to a large […]

The last chapter on psychology was my favorite, but we must move on.  There is a whole cave of gold nuggets waiting for you to discover… Scientific Advertising CHAPTER SEVEN 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 […]

This chapter of Scientific Advertising on Psychology is amazing.  Pay close attention… Scientific Advertising CHAPTER SIX Psychology The 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 […]

Pay close attention to your headlines… Scientific Advertising CHAPTER FIVE Headlines The difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot well be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects whom he never can hope […]

We’re rockin’ it!  Let’s keep the ball rolling, shall we?  🙂 Scientific Advertising CHAPTER FOUR Mail Order Advertising – What It Teaches The severest test of an advertising man is in selling goods by mail. But that is a school from which he must graduate before he can hope for success. There cost and result […]

Moving right along… Chapter Three of Scientific Advertising… Scientific Advertising CHAPTER THREE Offer Service Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say […]

What did you think of Chapter One of Scientific Advertising???  Ready for Chapter Two?  Here we go… Scientific Advertising CHAPTER TWO  Just Salesmanship To 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 […]

One of the most important books on advertising is Scientific Advertising by Claude Hopkins, written in 1923 (that’s a looong time ago, but everything still, and always will, apply today). It’s a short book, which makes it a very quick read (good for re-reading over and over, and taking lots of notes).  Don’t let the […]