Scientific Advertising Is As Relevant Today As It Ever Was

Scientific Advertising Is As Relevant Today As It Ever Was | 3RockAR

Scientific Advertising Is As Relevant Today As It Ever Was

Scientific Advertising by Claude C. Hopkins is a ‘must have’ book for the advertising aficionado, having sold over eight million copies worldwide – almost all marketers consider it, and Hopkins, as a cornerstone of advertising education and wisdom.

Scientific Advertising was first written in 1923 the majority of the knowledge contained in this book is as relevant today as it was then, almost a hundred years ago…

…a hundred years!

Let’s look at some of the most memorable quotes from the book itself:

“Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising”

“We learn, for instance, that curiosity is one of the strongest human incentives.”

“In the same way, it is found that an offer limited to a certain class of people is far more effective than a general offer.”

All solid advertising principles that we use still in our Augmented Reality advertising campaigns for our clients.

“Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising”

People are still selfish, and they want to know what your product or service will do for them, a high performing advert will be completely client-centric and concentrate on them and how their problems can or will be solved, or indeed what they can gain, by using the product in the promotion.

“We learn, for instance, that curiosity is one of the strongest human incentives.”

Curiosity is and has always been a strong driver if you can pique your audience’s curiosity and get them involved in your campaign, the results will be far better.

“In the same way, it is found that an offer limited to a certain class of people is far more effective than a general offer.”

One of the first things we do when creating an advert is working out who it is meant to speak to, a great advert should not be for everyone and needs to resonate with the right audience.

If you are involved in the process of writing or creating adverts then this needs to be in your library.

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