Read My Life in Advertising by Claude C. Hopkins Online

my-life-in-advertising

Book may have numerous typos, missing text, images, or index. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. 1917. Excerpt: ... Chapter Seventeen SCIENTIFIC ADVERTISING THROUGH a book I wrote my name has become connected with "Scientific Advertising." That is, advertising based on fixed principles and done according toBook may have numerous typos, missing text, images, or index. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. 1917. Excerpt: ... Chapter Seventeen SCIENTIFIC ADVERTISING THROUGH a book I wrote my name has become connected with "Scientific Advertising." That is, advertising based on fixed principles and done according to fundamental laws. I learned those principles through thirty-six years of traced advertising. Through conducting campaigns on some hundreds of different lines. Through comparing on some lines, by keyed returns, thousands of pieces of copy. Always, since I sent out my first thousand letters to the time when $5,000,000 yearly was being spent on my copy, I have had to face records on cost and result. So I have naturally proved out many fundamentals which should always be applied. I have little respect for most theories of advertising, because they have not been proved. They are based on limited experiences, on exceptional conditions. Some lines seem to succeed on methods of advertising which every traced return proves impossible. The reasons for success have little to do with the advertising. The line may have succeeded in spite of the advertising. Many unadvertised lines become highly successful, because of some wanted quality which people soon discover. Or because dealers are in some way induced to feature it. Or because of a name which in itself tells an appealing story. Cream of Wheat is an example. The name alone tells the story. So with Spearmint Gum. All successful gums have succeeded through fortunate names. There is almost no story to tell. There are no great distinctions. The very men who succeeded with one name failed again, and again with others. Any conclusions drawn from such experiences are bound to lead others astray. The cases where they apply are rare. Safe principles are evolved only by those who know with reasonable exactness what the advertising does, and who compare results......

Title : My Life in Advertising
Author :
Rating :
ISBN : 9781150464515
Format Type : Paperback
Number of Pages : 48 Pages
Status : Available For Download
Last checked : 21 Minutes ago!

My Life in Advertising Reviews

  • Andreea Chiuaru
    2019-06-17 00:04

    This is books is so actual it's weird. Although there were some tips & tricksno longer available, I really enjoyed reading this.

  • Dmitry Kuriakov
    2019-05-27 16:06

    Книга «Моя жизнь в рекламе» Клода Хопкинса станет неплохим дополнением к другой его книге «Реклама. Научный подход», т.к. «Научный подход» довольно сжатый, что делает некоторые моменты не совсем понятными. Книга же «Моя жизнь в рекламе» по сути – автобиография с оттенком классической бизнес-книги. Тут меньше затронуто вопросов, но благодаря этому, все они разобраны максимально подробно.И всё же PR первыйПримечательно, что первую свою удачную кампанию автор реализовал скорее с помощью PR, чем с помощью рекламы. Это довольно интересно в свете того, что в книге «Расцвет PR и упадок рекламы», Эл и Лора Райс пишут о том, что наилучшим вариантом вывода нового продукта на рынок является не массированная реклама, а: сначала PR акция и только потом небольшое подключение рекламы, которая должна постепенно возрастать для поддержания продукта. Интересно то, что Хопкинс именно этим способом добился успеха для своего первого продукта. Речь идёт о топлёном жире как заменителе маргарина и сливочного масла для приготовления пищи. Вот как всё это происходило: «Продовольственный отдел магазина размещался на пятом этаже, и там было большое окно. Я упросил его предоставить мне это окно для уникального экспоната. Я сказал: «Я выставлю там самый большой кекс в мире. И разверну грандиозную рекламу этого кекса в газетах. Я сделаю это самым значительным событием открытия вашего магазина».Моя идея состояла в том, чтобы испечь кекс на Cotosuet, а не на масле. При этом надо было утверждать, что данный продукт лучше масла и, несомненно, лучше жира.<…>К моменту открытия я разместил в газетах рекламы на полстраницы, объявляющие о показе самого большого кекса в мире. В воскресенье вечером должно было состояться открытие магазина. После ужина я сам отправился посмотреть на кекс, но машины на Стейт Стрит останавливались за километр до магазина. Я вышел и увидел перед собой огромное море людей. Расталкивая толпу, я с трудом протиснулся к дверям. У каждой двери стоял полицейский. Администрация закрыла входы, поскольку толпа была слишком многочисленной.В течение всей недели 105 тысяч человек пешком поднимались на четвёртый этаж, чтобы взглянуть на удивительный кекс. Лифты не справлялись. Я поставил возле кексов демонстраторов, которые всем желающим давали его попробовать. У нас имелись призы для того, кто сможет с наибольшей точностью угадать вес кекса, при этом каждый участник должен был купить контейнер Cotosuet».Хопкинс пишет, что эту модель использовали во многих городах США и везде это пользовалось успехом. Как он дальше пишет: «Многие скажут, что это была не реклама. Для них реклама – это размещение неких перечисляющих достоинства фраз в печатных СМИ. Но банальное достоинство мало что даёт. Изучайте работу продавцов, уличных торговцев и разносчиков, если хотите знать, как надо продавать. Ни один аргумент в мире не может сравниться с одной наглядной демонстрацией». В данном случаи Хопкинс пишет о важности демонстрации товара в действии, что станет в будущем, одной из самых повторяющихся тем, как в книгах по рекламе, так и в книгах по продажам или даже лучше – в книгах по маркетингу как таковому.Ищите уникальностьВторой важной частью книги является вопрос уникальности или не уникальности процесса изготовления продукта. Об этом часто упоминается в работах копирайтеров, таких как Огилви, Шугерман и Кейплз. Хопкинс приводит такой пример: «Затем я занялся изучением пивоварни. Обходя её, я увидел застеклённые помещения, пиво, перетекающее по трубам, и спросил, для чего они служат. Мне разъяснили, что воздух в этих помещениях специально очищен, чтобы пиво охлаждалось в чистоте. Я увидел большие фильтры, заполненные целлюлозой из белой древесины. Мне рассказали, как происходит фильтрация пива. Мне также показали, как дважды в день во избежание загрязнений очищают каждый насос и каждую трубку. Как бутылки моют четыре раза на специальном оборудовании. Мне показали артезианские скважины глубиной более 1,000 метров, из которых получали чистою воду, несмотря на то что пивоварня стояла на озере Мичиган. Мне показали банки, где пиво выдерживалось в течение шести месяцев до того, как оно попадало к потребителю.Меня провели в лабораторию и показали оригинальную камеру для выращивания материнских дрожжей. При её разработке было проведено 1,200 экспериментов с целью выйти на наилучший вкус. Все дрожжи, используемые для изготовления пива Schlitz, получали из этой закваски.Я вернулся в офис поражённый. Я сказал: «Почему вы не рассказываете людям об этих вещах? Почему вы просто пытаетесь перекричать других, говоря, что ваше пиво чистое? Почему вы не показываете, как ваше пиво получается таким чистым?». Исследование того, как получается продукт, точнее исследование всей цепочки создания ценности и является неплохим подспорьем для нахождения и УТП и создания стратегии для рекламы.Пару слов об акциях стимулирования сбытаВ заключении интересные мысли Хопкинса по поводу проведения стимулирования сбыта: «Мой опыт подсказывает, что нет смысла давать образец или полный пакет людям, которые этого не просят. Мы должны вызвать интерес к нашему продукту, чтобы он оказался ценным для кого-то. Я считаю раздачу образцов без разбора очень плохой практикой. Продукты, которые навязывают или кидают на порог, не пользуются уважением. Всё меняется, когда вы убеждаете людей предпринять усилие или когда вы продаёте им образцы по розничной цене».

  • Sean Mcmahon
    2019-06-09 19:00

    My Life in Advertising by Claude Hopkins offers a series of anecdotes by the author presenting his successes and failures in advertising. Since the book features insights in the author’s life rather than mundane lists of suggestions, My Life in Advertising is far more interesting than other books on similar topics. However, this method of presenting advice requires that the reader glean Hopkins’s insights rather than merely memorize cheat sheets on the best business practices. In light of this, Hopkins’s book can be reduced to three main sections: key lessons in advertising, what sells a product, and what the advertisement should contain. The most important element of the first section of My Life in Advertising is the importance of knowing one’s audience. Hopkins asserts that it is impossible to judge humanity by oneself. In fact, what one may like may only appeal to oneself. This problem is exacerbated the further one ascends in the business world. In the heights of a boardroom, one is unaware of what appeal to the common man. Even worse, any appeal which seems to come from a higher class will arouse the resentment of the common people. Hence, rather than convincing the common man to purchase the product, the advertisement has the opposite effect. In light of this, good advertisement should avoid “literary style.” Use of “literary style” Hopkins asserts will cause people to think that the advertiser is flaunting his superior education and position and attempting to deceive him with fancy words. In other words, the best advertisement is not sophisticated in appearance but rather “ordinary” and “plebian.”Hopkins notes that the most effective way to know one’s audience is to engage in canvassing. What Hopkins understands by canvassing is the presenting of a theoretical (or actual) product to hundreds of different individuals in order to acquire their perception of it. While in charge of the Palmolive brand, Hopkins interviewed hundreds of men to understand what they desired in a shaving cream. Armed with this knowledge, Hopkins was able to advertise that the Palmolive brand of shaving cream provided these features. Even though other products offered similar features, ignorance that these features were highly desired prevented the competitors from using similar advertising. Though those removed from the common man may have believed that the common man desired a particular fragrance of shaving cream, canvassing illustrated that men in fact desired effective lathering. Of course, merely canvassing is not sufficient to properly understand what the common person wants. After data has been acquired, Hopkins believes that it is necessary to test the data in small batches. Research had shown that consumers desired oats which cooked more quickly. When a product was developed which cooked in just two minutes (rather than the typical fifteen), the directors of Quaker Oats sought to immediately replace the current line of oatmeal. Hopkins, however, suggested that the data be tested on a small market. His intuition was correct. Quaker Oats discovered that while the market desired a quicker oat, they also wanted the flavor of their oatmeal to remain the same. Consequently, when the two-minute oats were tested, the different flavor of the product caused made it a disaster. Armed with the realization that the consumer desired both quicker oats and a consistent flavor, Quaker Oats successful rolled out Quicker Oats. The final key lesson that Hopkins presents is that advertisement must be personal. He notes that in advertising to large groups it is easy to treat people as a mass rather than as individuals. Yet if one wishes to appeal to a person, it is necessary to treat them as such. When one approaches advertising on a personal basis, one can approach the individual on a mutual relationship of trust. The advertiser can offer an individual an incentive with trust as the only collateral. Hopkins argues that not only does human nature wish to fulfill that trust, it also wishes to offer something in return, namely, a purchase. When a sample of cigars is offered with the option of a refund if the customer is not satisfied, the producer will often sell the product and rarely be cheated. While certain individuals will attempt to cheat, the safeguards are often far more expensive than simple trust. The second section of My Life in Advertising focuses on what sells a product. Hopkins notes, “One must outbid all others in some way. He must offer advantages in qualities, service, or terms, or he must create a seeming advantage by citing facts which others fail to cite.” In other words, one’s product must offer something which the competitors fail to offer. If the public desires this additional service, one will outsell one’s competitors. In light of this, Hopkins suggests that samples of a product should be given to potentially interested individuals. However, rather than giving out the product en mass (again, advertising should be personal), Hopkins suggest that the sample should be redeemed with a coupon. If the individual is interested enough to cut out the coupon, he will be far more likely to purchase the product. At the same time, it is important not to call the sample free as it tends to cheapen the product. Instead, the producer should offer to purchase the sample for the individual. Depending on the product, offering a free gift may offer similar benefits as the sample. When consumers purchase a certain number of products, a secret gift is given them. It is essential that the gift remain secret in order to prevent customers from deciding that they do not desire the gift. In both instances, the customer receives something which is entirely to his benefit – he cannot reasonably refuse it. Once he has seen the effectiveness of a product, he is likely to continue purchasing it. Likewise, Hopkins notes that inciting curiosity is an effective way to introduce a thereto unknown or undesired product. By making the largest cake or a vacuum cleaner with a rare wood (or by offering a secret gift), the producer draws potential customers to his product. When curiosity is coupled with a service, the desired effect is almost guaranteed. By placing the largest cake in a store, customers were drawn to the grocers’ services and large quantities of lard were sold. This idea underscores the most important aspect of Hopkins’s book: advertising should be altruistic. People by nature seek to serve themselves. If the advertiser’s motives as presented as such, he will be unsuccessful. Instead, the advertiser should seek to offer a service. The cake served to get the grocer more business. Of course, it also has the effective of requiring the grocer to sell the product product. Both individuals win. Continuing the idea of offering a service, Hopkins believes that advertising should offer a guarantee. When the customer is assured that he will lose nothing by trying a product, he is far more likely to try it. If this is coupled with the a free sample, many individuals will begin purchasing the product. At the same time, it is important that the guarantee be personable. By having local individuals (such as town’s pharmacists) be responsible for ensuring the guarantee, people are far more likely to trust it since it is someone they know. By coupling a guarantee with a free sample, the customer is faced with a proposition which he is sure to benefit from. Of course, when the customer wins, the producer and the advertiser win. The third section of My Life in Advertising lists the qualities which an advertisement should have. As noted previously, it is imperative that an advertisement does not contain complicated language. Similarly, it is important the language used be precise and not employ exaggeration. For example, though the catch word “pure” is simple, it did not effectively or precisely convey the idea which the maker of the beer was attempting to portray. Rather, a discussion of why his beer was pure was far more effective. At the same time, Hopkins suggests that an advertisement should also be romantic if possible. A simple precise story is far more appealing if it romantic. Hopkins offers the example of an auto manufacture that was bankrupt but quickly had to begin producing cars in tents because demand for the car outpaced the ability to build factories. Nevertheless, Hopkins warns against advertisement which attempts to be entertaining. While it is imperative that the advertisement be interesting, it cannot possibly compete with the entertainment portions of a newspaper. In addition to precise and romantic advertisements, Hopkins realizes that it is important for all advertisements to reflect the current attitude of the general public. When reliability was highly sought after in a car, the advertisement should reflect the car’s reliability. This of course comes back to the importance of knowing one’s audience. If one were unaware of the importance of reliability over aesthetics or comfort, one’s advertisement would be unsuccessful. The current desires of the public can effectively employed in advertising by featuring an expert which corresponds to the public’s desires. Though the expert may be unknown to the general public, the mere presence of an expert adds credence to the reliability and excellence of a product. People are far more likely to trust a person than a faceless company. In conclusions, Hopkins’s proposes that an advertisement will be successful if it reflects an understanding of what the common man desires and presents it in a manner which is familiar and understandable. Similarly, advertisements should seek to address individuals rather than the faceless group of mankind. In addressing individuals, it is essential to show trust and altruism. This is the central point of Hopkins’s work: all advertisement should be altruistic. If key point of the advertisement is to merely purchase one’s product over one’s competitors, one will be unsuccessful. Instead, if one presents a product as a service which the consumer cannot refuse, one’s advertisement will be most likely be successful.

  • Vinh Cua
    2019-06-03 18:17

    “Tất cả sự khác biệt nằm ở cách suy nghĩ về niềm vui”“Tất cả sự khác biệt nằm ở thái độ”“Sản phẩm tốt chính nó luôn là công cụ bán hàng tuyệt vời nhất”“... chúng ta không thể quyết định sở thích của mọi người ... không nên áp đặt ý kiến cá nhân của mình lên mọi người”

  • Rich
    2019-05-26 18:14

    Some truly exceptional lessons can be learned from this book. The life of Hopkins can be applied to just about any part of professional and personal life. Put up tents and take the advice.

  • Soojin
    2019-06-04 22:09

    좋아하는 일을 하고 잘 할수 있는 일을 한다는것은 축복이다. 그 축복은 그냥 저절로 오는것이 아니다. 남들보다 더 노력하는 자에게만 주어지는 선물이다

  • Datta Ikhe
    2019-06-15 17:04

    Best book for entrepreneur. Must read.

  • Jamie Furlong
    2019-05-22 20:10

    While very outdated, this book still offered quite a lot to learn.It starts out with the author giving us story after story of his experiences in advertising. From each story we learn what he considered the formulaic principles of advertising. In the second half of the book, he then goes on to show us how to apply these.In light of social media and generally, the rise of the internet, advertising has changed more than anyone from his time could have predicted and so reading this book, you have to take that into account.

  • Đàm Phong
    2019-05-19 00:12

    The book is an interesting collection of memorable experiences of Claude C. Hopkins when he worked as a copywriter. Alongside with his stories, he shared his fundamental but everlasting rules he concluded after decades working in advertising industry. Although this book is classified as of advertising science, the language used is quite simple and approachable. Furthermore, dispite this book was written in the 20s of the last century, its lessons are still believed that could be widely applicable in this century. This book should be in the collection of anyone who wants to work or understand about advertising industry and how it operates in business.

  • Alex
    2019-06-12 23:04

    This book was awesome.First, I loved the writing style. Short words, short sentences, straight to the point. Second, I liked his personal anecdotes, especially ones revolving around his love of work. Sure, the case studies on his advertising practices were interesting, but I got lost when he started speaking tactically. What I really enjoyed was when Hopkins talked about the strategic mindsets that allowed him to be successful - his love of work, his tinkering/testing mindset, and his joy towards the craft.Definitely an inspiring and quick read.

  • Haaris Mateen
    2019-06-05 22:58

    It's a short book that takes more time to read than you'd bargain for when you begin. Claude Hopkins lays out the very essence of his intuitive and rigorous way of making advertisements. You get words of wisdom that though in their entirety seem antiquated do hold nuggets that are profound. While reading, don't forget that the book was written at the beginning of the 20th century. Knowing this lets you place more respect in what Hopkins states and lets you distill the stuff that all businesses need to know. Not to mention individuals.

  • David
    2019-06-08 18:06

    I usually skip reviewing books I've read in my specialties, but this one I have to tell people about.Finally got around to reading this after hearing so many top copywriters rave about it. I read it along with "Scientific Advertising." These were originally published in the 20s, so I didn't think they'd be all that great. But hands down, THE best books on advertising, marketing, and copywriting I've ever read.

  • CristianMorales
    2019-05-28 17:17

    The story of a man who is proud of his job. It reminded me of this song's intro: https://youtu.be/b36r3JWGxcI