Claude Hopkins is clearly a legend in advertising circles. He was the author of Scientific Advertising and also the creator of the famous Schlitz Beer campaign that sent their sales through the roof and illustrated the importance of thorough research.
Here is just one of the pearls of wisdom that Hopkins shared over the years.
“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 the table.”
“Ad writers forget they are salesmen and try to be performers. Instead of sales, they seek applause.”
“Whenever possible we introduce a personality into our ads. By making a man famous we make his product famous.”
“It is not uncommon for a change in headlines to multiply returns from five to ten times over.”
So – how can you continually TEST your advertising to improve your results?
More pearls of wisdom like this one can be found in one of our home study courses at http://www.collegeofcopywriting.com
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