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.
That taught me to let products sell themselves.
Since then I have probably given away more samples and free packages than any other man. I would no more think of starting an advertising campaign without samples than I would think of selling goods on the road without samples. Or as a house-to-house canvasser.
But I later learned that giving un-requested samples of ten does more harm than good.
It cheapens the product, brings it into disrespect.
So I never give samples except on request. I give them only to those who read my story and are interested enough to write.
I often offer a full-size package, but never in a way to cheapen my product.
I buy the package from the dealer and pay his price and profit.
There is a vast difference in the psychology. People find it hard to pay for a product which once was free. But buying the product and paying the price in order that one may try it impresses the recipient.
The product must be excellent, else you never would do that.
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About Claude Hopkins:
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CLAUDE C. HOPKINS started with Bissell Carpet Sweeper Co., Grand Rapids, Mich., and there first learned how to sell goods by letter. Went from there to become first advertising manager of Swift & Company, packers, Chicago. There, for several years, handled very large appropriation for that time. After various other adventures in advertising, joined Lord & Thomas. Was there for seventeen years and was President of Lord & Thomas for seven years. When Mr. Lasker returned from Washington and took his place as head of his agency, Mr. Hopkins started his own. Author of Scientific Advertising, which has been translated into numerous languages.
littleguy said:
You have my sympathy, Jo Han, so you have been working so damn hard because of your poor troubled childhood.
May God bless your scarred soul.
Also please be more honest with everybody - Claude Hopkins’ Scientific Advertising had been offered FREE on countless websites.
Google ‘Claude Hopkins Scientific Advertising download’ and you will find more than a handful.
So where is the REAL FREE knowledge product which you have paid the author’s price and profit???
Online Opportunity said:
Jo Han
I thought selling a package was always easier to sell
as long as the price is not ridicuously low
Christine
www.opportunity724.com
Digby said:
Well done Fabian. I appreciate it when you pick out snippets like this that we need to learn and remember.
Good job, keep it up!
Digby
Cindy said:
The secret is don’t give away product, let them try a sample if requested. Know your product and what it can do. People will always try or use what they buy.
Lani Gossett said:
I think your idea at giving samples is wonderful way to see the value. Thank you
Harry Foresman said:
it pay’s to show what you say is real, that is a real lesson of life,
but at the same time, something for nothing can be over done
and may cheapen your product unless you give a good reason why.
Christine said:
I know this book is available free on the net, and in fact I have a copy already in my files. HOWEVER, I really appreciated being reminded of this lesson because I can’t tell you how many times I’ve stuffed it up. There are subtlties here which maybe can be missed on the first read through. Thank you for running this series. This might be the most important thing I’ve read all day.
Sue said:
Ditto what Christine said…but in regards to the ‘free’ factor it can go either way and depends on the circumstances. I DO know though, from talking with others, that many people are just plain tired of the opting in thinking how nice (gains respect and interest) the person is who is providing the free material. Then they are Hit with the ol’ one time offer. This changes things significantly. If the marketer would have just left well enough alone, gaining the ‘above’, and then made the offer later in their autoresponder After the person had a chance to enjoy the free material….And decide that guy/gal was pretty cool.
Karancherry said:
First lesson in marketing, is to find a prospect. A prospect should have normally three requisites- need,capability and time. Ads create this need, it reminds people of satisfaction and in this process build brands. I have lots of need to make money,doing online activity, I have some time and little capability, the problem is in net there are more frauds than true marketeers. It again reminds of my dad who used to say no pain no gain. I trust you understand what I mean.
Karancherry