Claude Hopkins

Scientific Advertising

    valeria05497membuat kutipan5 bulan yang lalu
    text book on advertising.
    Carlos Castillo Novelomembuat kutipan5 bulan yang lalu
    We learn that cheapness is not a strong appeal. Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as though they could not and they resent your attitude.
    Mark Ongmembuat kutipan3 tahun yang lalu
    The service of the product, not the name, is the important thing in advertising
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    general letter is never used until it proves itself best among many actual returns.
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    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.
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    Tell people what to do, not what to avoid
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    We are attracted by sunshine, beauty, happiness, health, success. Then point the way to them, not the way out of the opposite
    Mark Ongmembuat kutipan3 tahun yang lalu
    Picture what others wish to be, not what they may be now.
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    Show a bright side, the happy and attractive side, not the dark and uninviting side of things. Show beauty, not homeliness; health, not sickness. Don’t show the wrinkles you propose to remove, but the face as it will appear
    Mark Ongmembuat kutipan3 tahun yang lalu
    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.
    Mark Ongmembuat kutipan3 tahun yang lalu
    Never weary of that part. Remember that a change in our characteristics would compel our best friends to get acquainted all over
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    Your business will be built in that way, not by dealer help. You must do your own selling, make your own success. Be content if dealers fill the orders that you bring. Eliminate your wastes. Spend all your ammunition where it counts for most.
    Mark Ongmembuat kutipan3 tahun yang lalu
    Learn what your consumers cost and what they buy. If they cost you one dollar each, figure that every wasted dollar costs you a possible customer.
    Mark Ongmembuat kutipan3 tahun yang lalu
    On most lines, making a sale without making a convert does not count for much. Sales made by conviction—by advertising—are likely to bring permanent customers. People who buy through casual recommendations do not often stick. Next time someone else gives other advice.
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    From the few thousand he learns what the millions will do.
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    Nearly every test will in time bring back the entire cost.
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    Perhaps we try out our project in four or five towns. We may use a sample offer or a free package to get users started quickly. Then we wait and see if users buy those samples
    Mark Ongmembuat kutipan3 tahun yang lalu
    There are many surprises in advertising. A project you will laugh at may make a great success. A project you are sure of may fall down. All because tastes differ so. None of us know enough peoples desires to get an average viewpoint.
    Mark Ongmembuat kutipan3 tahun yang lalu
    But don’t start advertising without distribution. Don’t get distribution by methods too expensive.
    Mark Ongmembuat kutipan3 tahun yang lalu
    Sending stocks on consignment to retailers is not widely favored. Many dealers resent it. Collections are difficult. And non-businesslike methods do not win dealer respect
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