Tag: test
Scientific Advertising
Scientific Advertising by Claude C. Hopkins is a timeless classic written many years ago but a book whose powerful principles still ring true to this day.
It contains 21 chapters of timeless strategies you don't want to ignore in your advertising and marketing efforts.
In fact, David Ogilvy once said: "Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times."
I highly recommend that your read this book, which is brought to you free, before you spend any money on other copywriting books.
The Right To Be Rich
Whatever may be said in praise of poverty, the fact remains that it is not possible to live a really complete or successful life unless one is rich. No one can rise to his greatest possible height in talent or soul development unless he has plenty of money, for to unfold the soul and to develop talent he must have many things to use, and he cannot have these things unless he has money to buy them with.
A person develops in mind, soul, and body by making use of things, and society is so organized that man must have money in order to become the possessor of things. Therefore, the basis of all advancement must be the science of getting rich.
Preface
This book is pragmatical, not philosophical — a practical manual, not a treatise upon theories. It is intended for the men and women whose most pressing need is for money, who wish to get rich first, and philosophize afterward.
It is for those who want results and who are willing to take the conclusions of science as a basis for action, without going into all the processes by which those conclusions were reached.
Good Business
A rapid stream ran by the writer’s boyhood home. The stream turned a wooden wheel and the wheel ran a mill. Under that primitive method, all but a fraction of the streams potentiality went to waste.
Then someone applied scientific methods to that stream — put in a turbine and dynamos. Now, with no more water, no more power, it runs a large manufacturing plant.
Letter Writing
This another phase of advertising which all of us have to consider. It enters, or should enter, into all campaigns. Every business man receives a large number of circular letters. Most of them go direct to the waste basket. But he acts on others, and others are filed for reference.
Analyze those letters. The ones you act on or the ones you keep have a headline which attracted your interest. At a glance they offer something that you want, something you may wish to know.
Leaning On Dealers
We cannot depend much in most lines on the active help of jobbers or of dealers. They are busy. They have many lines to consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices.
The average dealer does what you would do. He exerts himself on brands of his own, if at all. Not on another mans brand.
Test Campaigns
Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them — not by arguments around a table. Go to the court of last resort — the buyers of your product.
On every new project there comes up the question of selling that article profitably. You and your friends may like it, but the majority may not. Some rival product may be better liked or cheaper. It may be strongly entrenched. The users won away from it may cost too much to get.
