http://www.scientific-advertising.co.uk By Claude Hopkins Tue, 29 Sep 2009 09:58:08 +0000 http://backend.userland.com/rss092 en A rapid stream ran by the writers 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. ... http://www.scientific-advertising.co.uk/ch21-good-business/apply-science-to-your-business/ An advertiser of many years standing, spending as high as $700,000 per year, told the writer he did not know whether his advertising was worth anything or not. Sometimes he thought that his business would be just as large without it. The writer replied, "I do know. Your advertising is utterly ... http://www.scientific-advertising.co.uk/ch21-good-business/do-people-actually-read-your-ads/ That seems almost unbelievable. Even a storekeeper who inserts a twenty-dollar ad knows whether it pays or not. Every line of a big stores ad is charged to the proper department. And every inch used must the next day justify its cost. Yet most national advertising is done without justification. It ... http://www.scientific-advertising.co.uk/ch21-good-business/slash-advertising-losses-by-testing/ There is great advantage in a name that tells a story. The name is usually prominently displayed. To justify the space it occupies, it should aid the advertising. Some such names are almost complete advertisements in themselves. May Breath is such a name. Cream of Wheat is another. That name ... http://www.scientific-advertising.co.uk/ch20-a-name-that-helps/the-advertising-benefit-of-a-descriptive-name/ Toasted Corn Flakes and Malted Milk are examples of unfortunate names. In each of those cases one advertiser created a new demand. When the demand was created, others shared it because they could use the name. The originators depended only on a brand. It is interesting to speculate on how ... http://www.scientific-advertising.co.uk/ch20-a-name-that-helps/common-mistakes-in-naming-products-claude-hopkins/ This is 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 ... http://www.scientific-advertising.co.uk/ch19-letter-writing/how-to-write-a-sales-letter/ One magazine sends out millions of letters annually. Some to get subscriptions, some to sell books. Before the publisher sends out five million letters he puts a few thousands to test. He may try twenty-five letters, each with a thousand prospects. He learns what results will cost. Perhaps the plan ... http://www.scientific-advertising.co.uk/ch19-letter-writing/claude-hopkins-testing-sales-letters/ A letter which goes to an inquirer is like a salesman going to an interested prospect. You know what created that interest. Then follow it up along that line, not on some different argument. Complete the impression already created. Don't undertake another on a guess. In a letter as in ads, ... http://www.scientific-advertising.co.uk/ch19-letter-writing/sales-letters-the-call-to-action/ The ways for getting action are many. Rarely can one way be applied to two lines. But the principles are universal. Strike while the iron is hot. Get a decision then. Have it followed by prompt action when you can. You can afford to pay for prompt action rather than lose ... http://www.scientific-advertising.co.uk/ch19-letter-writing/get-response-to-your-sales-letters/ To attack a rival is never good advertising. Don't point out others' faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent. It looks unfair, not sporty. If you abhor knockers, always appear a good fellow. Show a bright side, the happy ... http://www.scientific-advertising.co.uk/ch18-negative-advertising/the-dangers-of-negative-advertising/