I just finished reading scientific advertising by claude hopkins. This was a short read but I loved it and got a lot out of it. Claude is one of the great advertising minds if you haven’t heard of him.
Scientific advertising was a great reminder of why you are advertising and how you should and should not be advertising. For example, one thing that I was reminded of was to sell the solution and not the prevention to the problem.
Scientific Advertising Is Science So Apply It And Watch Your Business Grow.
Over and over I have had to be reminded of this because I tend to think preventatively in my own life and I need to understand that most people don’t. When it comes to health and money I am always thinking about being prepared beforehand.
Most people though are caught solving a problem then instead of facing the challenge in the first place.
One golden nugget that I got from the book was this:
“The difference between scientific advertising and personal salesmanship lies largely in personal contact.”
Advertising and marketing is salesmanship, it’s selling on a larger scale… that’s the only difference.
From this lesson you need to learn to keep your scientific advertising and marketing personalized even if it’s not a one on one thing because people respond to people and relationships and not to big corporations.
Another golden nugget I got was this:
One man said, “Try the horse for a week. If my claims are not true, come back for your money.” The other man also said, “Try the horse for a week.” But he added, “Come and pay me then.” I naturally bought the second man’s horse.”
If you can make your offer even more irresistible by letting them try it out for free beforehand you will be able to move the free line and get more people to try it and a larger amount of them would stick and buy as opposed to just selling your product or service.
Moving the free line not only get’s more people to bite the bait but it shows a confidence in your product or service that transfers to them.
And yet another golden nugget that I got was:
In Scientific Advertising the product itself should be its own best salesman. Not the product alone, but the product plus a mental impression, and atmosphere, which you place around it.
What I got from this was that it’s not just about the product but it’s about the perception of the product and the environment of the product.
Your product is more than your product, your product is your product positioned in a specific environment with a specific benefit. The more you can zone in on the clarity of the awesomeness of your product the more people will take you up on your offer.
This last golden nugget I would say is the golden rule of marketing:
“Your object in all advertising is to buy new customers at a price which pays a profit.”
That’s all advertising is, that’s all it’s scientific advertising is supposed to do. Be sure to track where your marketing dollars are going and make sure it is profitable. If it is profitable keep it and if not scrap it.
Only continue to spend money on profitable campaigns and profitable advertising methods.
You may find that ppc advertising works best for you to your offer, you may find that seo works best for your offer. You may find that banner ads work best for your offer. Whatever works best for your offer keep doing it and don’t stray into ineffective methods!
I highly recommend you pick up scientific advertising, it is a valuable read!
David King
P.S. Click the link below to read more and pick scientific advertising up! 
No related posts.
Related posts brought to you by Yet Another Related Posts Plugin.
{ 0 comments… add one now }