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Inside this Book – In his autobiography, My Life in Advertising, Hopkins attributed much of his success to his Scotch mother, who “typified in a high degree the thrift and caution, the intelligence, ambition, and energy of her race.” From her he inherited “conspicuous conservatism,” and believed it was the lack of this quality that wrecked more advertisers and businesspeople than anything else. Hopkins called “safety first” his guiding star, which meant he took no chances in spending his clients’ money or creating campaigns on which the success of their businesses rested. The result was scientific advertising. He also attributed much of his success to his father, a newspaperman who was the son of a poor clergyman. Hopkins grew up in poverty, which gave him an understanding of the poor and working class: what they wanted, what their struggles were. These were to become his future customers, and he knew how to talk to them so that they would see him as one of their own. If you are promoting anything, you must understand your audience—and make them know that you understand them—if you hope to influence them. From an early age he made money by selling items door to door. He worked hard to support his family after his father died when Hopkins was only ten, which taught him a great deal about how to get his foot in the door. Once he did, he almost always made a sale. This experience, and his natural creativity, enabled him to see the broader picture when it came to selling. It was also during this time that he learned the value of giving free samples and coupons, which became the cornerstone of many of his later campaigns. Hopkins originally planned to become a clergyman, but his philosophies didn’t suit the strict church structure of the time. So he looked for another way to earn his living.
Inside this book –The Advertising Solution PDF Book by Craig Simpson – Most of our legends worked in the hot medium of their day—direct mail. The tricks of showmanship they used helped make their letters stand out among the rest of the mail in the mailbox. What they had to say is of major importance to all marketers today—even internet marketers. It is still necessary to make an email stand out in an inbox or an online ad stand out on a webpage. Even more significantly, there are enormous possibilities in multichannel marketing, where even marketers who are exclusively online can find great profitability in adding a direct mail element to a full campaign. So keep this in mind as we delve into our subject. We’ll start with Robert Collier, whose sales letters sold millions of dollars’ worth of goods back in the early part of the past century. He developed formulas and rules that he knew worked because of their measurable wide appeal to prospects who received his sales pieces and went on to order whatever he was selling. People responded positively to his images and the way he couched his arguments. Following proven rules and a great use of language are both important to the success of a direct mail campaign. They’re also essential to the success of any promotional effort, whether it involves writing a job application, creating a Facebook Page, putting together an ecommerce site—even writing a description of yourself on a dating website!
The Advertising Solution by Craig Simpson PDF : eBook Information
- Full Book Name – The Advertising Solution
- Author of this Book – Craig Simpson
- Language – English
- Book Genre – Business, Language, Politics, Writing
- Download Format – PDF
- Size – 1.5 MB
- eBook Pages – 236
- Price – Free