Lessons From Claude Hopkins (Part 2)
My next lesson in advertising was learned at the age of twenty.
I was writing ads for numerous retail dealers. Aluminum ware was just coming into vogue. I specialized on it because I felt that every home should have it, and few homes were supplied.
I found that ads inviting women to an aluminum display brought few responses and the cost was high.
But when I offered a souvenir on a certain day I got quick action, and the saving in cost per visitor paid for the souvenir some twenty times over.
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Lessons From Claude Hopkins (Part 1)
MY first lesson in advertising was learned as a boy of twelve.
Mother was left a widow so we had to join in supporting the family.
One thing we did was to make a silver polish.
We made it in cakes, wrapped it up nicely, and I went out to sell it after school.
I found that when I met the housewife at the door and talked the polish to her I sold hardly to one home in ten.
But when I got into the pantry and cleaned some of the silver I sold nine times in ten.
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English
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