The most underrated, misunderstood, yet powerful book in marketing:
Scientific Advertising.
Ogilvy said read it 7 times. Halbert called it his bible. Its ideas have generated billions for over 100 years.
Here's why it works and how to master it:🧵 x.com
Scientific Advertising.
Ogilvy said read it 7 times. Halbert called it his bible. Its ideas have generated billions for over 100 years.
Here's why it works and how to master it:🧵 x.com
Claude Hopkins started as a $12/week copywriter in Michigan.
By 1918, he was making $185,000/year ($6M today) which makes him the greatest direct response marketer ever.
His track record is A star↓
By 1918, he was making $185,000/year ($6M today) which makes him the greatest direct response marketer ever.
His track record is A star↓
He was a legendary marketer:
• Turned Palmolive into the #1 soap (1800% growth)
• Made Pepsodent the biggest toothpaste company
• Took Schlitz beer from #5 to #1 in sales
His secret? He treated marketing as pure science:
(h/t to Dara Denney for this breakdown on his ads) x.com
• Turned Palmolive into the #1 soap (1800% growth)
• Made Pepsodent the biggest toothpaste company
• Took Schlitz beer from #5 to #1 in sales
His secret? He treated marketing as pure science:
(h/t to Dara Denney for this breakdown on his ads) x.com
Claude Hopkins mastered the art of removing ALL guesswork.
• Tested obsessively
• Cut failures immediately
• Scaled winners aggressively
When he died in 1932, he left behind a book that changed marketing forever: x.com
• Tested obsessively
• Cut failures immediately
• Scaled winners aggressively
When he died in 1932, he left behind a book that changed marketing forever: x.com
Scientific Advertising.
In it, Hopkins revealed 7 principles that cut through the noise and hit the core emotions & desires of customers.
Here they are: x.com
In it, Hopkins revealed 7 principles that cut through the noise and hit the core emotions & desires of customers.
Here they are: x.com
1. "Sell the End Result"
Don't sell features. Sell transformation.
• Hopkins never sold "soap"—he sold "beauty"
• Never sold "oats"—he sold "energy"
• Never sold "toothpaste"—he sold "beautiful smiles"
Your customers care about themselves, not your product. x.com
Don't sell features. Sell transformation.
• Hopkins never sold "soap"—he sold "beauty"
• Never sold "oats"—he sold "energy"
• Never sold "toothpaste"—he sold "beautiful smiles"
Your customers care about themselves, not your product. x.com
2. "Test Everything"
Hopkins was obsessed with data before it was cool.
• Cut losing ads instantly
• Scale winners aggressively
• Track responses meticulously
• Test 50+ headlines per campaign
His mantra: "Guesswork is expensive. Testing is cheap." x.com
Hopkins was obsessed with data before it was cool.
• Cut losing ads instantly
• Scale winners aggressively
• Track responses meticulously
• Test 50+ headlines per campaign
His mantra: "Guesswork is expensive. Testing is cheap." x.com
3. "Make it Specific"
Bad: "Pure beer"
Good: "Filtered through white wood pulp"
Bad: "Healthy oats"
Good: "Shot from guns at 1300 degrees"
Bad: "Clean bottles"
Good: "Sterilized 4 times for 12 minutes each"
Vague claims = Zero sales. x.com
Bad: "Pure beer"
Good: "Filtered through white wood pulp"
Bad: "Healthy oats"
Good: "Shot from guns at 1300 degrees"
Bad: "Clean bottles"
Good: "Sterilized 4 times for 12 minutes each"
Vague claims = Zero sales. x.com
4. "Tell the Full Story"
"The more you tell, the more you sell."
Hopkins believed: Long copy outperforms short copy.
• Explain what is unique
• Why methods mattered
• How products were made
Education creates desire. Example here: x.com
"The more you tell, the more you sell."
Hopkins believed: Long copy outperforms short copy.
• Explain what is unique
• Why methods mattered
• How products were made
Education creates desire. Example here: x.com
5. "Give a Reason Why"
Never make a claim without explaining why.
Bad: "Best beer in America"
Good: "Best because we filter through 6 miles of pipes"
Bad: "Premium beans"
Good: "Premium because we test 67 samples per batch"
Logic justifies impulse buys. x.com
Never make a claim without explaining why.
Bad: "Best beer in America"
Good: "Best because we filter through 6 miles of pipes"
Bad: "Premium beans"
Good: "Premium because we test 67 samples per batch"
Logic justifies impulse buys. x.com
6. "Keep it Simple"
Hopkins advises writing at a 6th-grade level.
BEFORE: "Precision temperature-controlled manufacturing."
AFTER: "We bake every bean at exactly 245 degrees."
Clear words convert. Just like this ad here: x.com
Hopkins advises writing at a 6th-grade level.
BEFORE: "Precision temperature-controlled manufacturing."
AFTER: "We bake every bean at exactly 245 degrees."
Clear words convert. Just like this ad here: x.com
7. "Remove Risk"
Hopkins pioneered money-back guarantees when they were unheard of.
His logic:
• Returns are rare
• Hesitation kills sales
• Guarantees remove fear
• Lifetime value > refund cost
Trust = Transactions. x.com
Hopkins pioneered money-back guarantees when they were unheard of.
His logic:
• Returns are rare
• Hesitation kills sales
• Guarantees remove fear
• Lifetime value > refund cost
Trust = Transactions. x.com
These principles built billion-dollar brands because they tap into timeless psychology:
• We need reasons to believe claims
• We trust specifics over generalities
• We buy transformation, not features
• We respond to the fear of loss more than the hope of change x.com
• We need reasons to believe claims
• We trust specifics over generalities
• We buy transformation, not features
• We respond to the fear of loss more than the hope of change x.com
Modern examples prove they still work:
• Apple: "1,000 songs in your pocket" (End Result)
• Amazon: "Free Returns" (Remove Risk)
• Tesla: "0-60 in 2.3 seconds" (Specific)
• Stripe: "7 lines of code" (Simple) x.com
• Apple: "1,000 songs in your pocket" (End Result)
• Amazon: "Free Returns" (Remove Risk)
• Tesla: "0-60 in 2.3 seconds" (Specific)
• Stripe: "7 lines of code" (Simple) x.com
I study legendary marketing principles as I build my digital business.
But most people don't know I made my first $10,000 online as a ghostwriter.
This helped me escape my job on Wall Street.
Become a Premium Ghostwriter in 5 steps here: x.premiumghostwritingblueprint.com
But most people don't know I made my first $10,000 online as a ghostwriter.
This helped me escape my job on Wall Street.
Become a Premium Ghostwriter in 5 steps here: x.premiumghostwritingblueprint.com
Thanks for reading!
If you enjoyed this, then follow me @dickiebush for more posts on building digital businesses.
Then, I'd appreciate it if you jumped back to the top and reposted the first post to share it with others: x.com
If you enjoyed this, then follow me @dickiebush for more posts on building digital businesses.
Then, I'd appreciate it if you jumped back to the top and reposted the first post to share it with others: x.com
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