“Scientific Advertising” by Claude C. Hopkins

“Scientific Advertising” by Claude C. Hopkins is a pivotal piece in advertising literature, often considered the bedrock of direct marketing. Hopkins underscores the importance of evaluation and quantification in advertising initiatives. He contends that advertising should be grounded in tangible data and outcomes, not conjecture or personal beliefs.

The book presents an advertising methodology centered on evaluation and quantification. This approach ensures that losses from unsuccessful advertisements are minimized, while profits from successful ones are amplified. As Hopkins puts it, the advertiser is “safely betting on a hundred to one odds”.

Hopkins posits that advertising is essentially salesmanship. The sole objective of advertising is to generate sales. Its profitability is determined by its actual sales. Advertising is salesmanship on a larger scale. It can reach thousands while a salesman can only converse with one person at a time. A mistake made by a salesman might have minimal consequences, but an advertiser’s error could cost a thousand times more.

In his book he also highlights the crucial role of service in advertising. It’s important to remember that the audience is self-interested, just like everyone else. They are indifferent to your interests or your profits. They are looking for service for themselves. Overlooking this reality is a frequent error. The advertisements are entirely service-oriented. They provide “desired information”. They highlight the benefits to the users.

In summary, “Scientific Advertising” by Claude C. Hopkinsoffers priceless insights into the realm of advertising. It stresses the significance of testing, measuring, and service in advertising. It’s an essential read for anyone with an interest in advertising or marketing.

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Books mentioned in the article: “Scientific Advertising” by Claude C. Hopkins