A White Paper from Chiron! the business doctor.™ (cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1) Chiron! the business doctor.™ republishes Claude C. Hopkins’ 1923 classic ‘Scientific Advertising’ on the 90th Anniversary of its original publication (cid:1)(cid:1)(cid:1)(cid:1) ‘Scientific Advertising’ is an Old Classic for Modern Times (cid:1)(cid:1)(cid:1)(cid:1) When Claude published ‘Scientific Advertising’ in 1923, 90 years ago this year, he forever changed the face of marketing, advertising and copywriting. Claude probably never realised the magnitude of the impact his book would have on the world. Today, ‘Scientific Advertising’ continually reinforces the adage that everything old is new again because the principles that Claude enunciated in his book are being applied right now by modern-day marketers not only to their traditional promotional activities but also to their social media activities in LinkedIn, Facebook, Twitter & the like (cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1)(cid:1) This White Paper is published by Graham Segal trading as Chiron! the business doctor.™ 23 Rex Street, Eastern Heights 4305 Queensland (cid:1)(cid:1)(cid:1)(cid:1) Telephone: (+61) 0404 631 230 Web: http://chironthebusinessdoctor.com E-mail: [email protected] (cid:1)(cid:1)(cid:1)(cid:1) © Copyright: Graham Segal, March 2013. SCIENTIFIC ADVERTISING By Claude C Hopkins (cid:1)(cid:1)(cid:1)(cid:1) Claude Hopkins’ brilliant, innovative and for his time, groundbreaking marketing ideas forever changed the face of marketing, advertising and copywriting. Quite clearly, Claude Hopkins was a marketing genius who articulated the way that products and services should be promoted to the public for optimum success. That he did this in 1923, a period long before television, movies with sound, movies in colour, mobile phones, computers, websites, smartphones and other devices; and that his ideas on the ‘how’ of getting products and services into our houses, offices and factories still resonate today, is nothing short of amazing. I have not been able to discover one professional marketer or advertiser who disagrees on the record with Claude Hopkins’ marketing philosophy. From the perspective of today’s society of Baby Boomers, GenXs & GenYs and those who are following them, whose lives appear to be dominated by what they think are completely new marketing techniques through business and social media platforms such as LinkedIn, Facebook, Twitter, Pinterest, Ryze, Ushi and AliBaba to name but a few, it is almost inconceivable that these marketing techniques were written down for all to read, copy and implement in 1923. 1923! Doesn’t that remind you of the old adage ‘everything old is new again’. In terms of today’s advertising therefore, Claude Hopkins’ legacy is not so much a case of ‘old wine in new bottles’; it’s more a case of ‘new wine in old bottles’. (cid:1)(cid:1)(cid:1)(cid:1) http://chironthebusinessdoctor.com page 2 of 53 SCIENTIFIC ADVERTISING Table of Contents CHAPTER 1: HHHHOOOOWWWW AAAADDDDVVVVEEEERRRRTTTTIIIISSSSIIIINNNNGGGG LLLLAAAAWWWWSSSS AAAARRRREEEE EEEESSSSTTTTAAAABBBBLLLLIIIISSSSHHHHEEEEDDDD ............................................................................. 4 CHAPTER 2: JJJJUUUUSSSSTTTT SSSSAAAALLLLEEEESSSSMMMMAAAANNNNSSSSHHHHIIIIPPPP......................................................................................................................................... 7 CHAPTER 3: OOOOFFFFFFFFEEEERRRR SSSSEEEERRRRVVVVIIIICCCCEEEE .................................................................................................................................................... 10 CHAPTER 4: MMMMAAAAIIIILLLL OOOORRRRDDDDEEEERRRR AAAADDDDVVVVEEEERRRRTTTTIIIISSSSIIIINNNNGGGG ---- WWWWHHHHAAAATTTT IIIITTTT TTTTEEEEAAAACCCCHHHHEEEESSSS........................................................................ 12 CHAPTER 5: HHHHEEEEAAAADDDDLLLLIIIINNNNEEEESSSS ............................................................................................................................................................... 15 CHAPTER 6: PPPPSSSSYYYYCCCCHHHHOOOOLLLLOOOOGGGGYYYY.......................................................................................................................................................... 18 CHAPTER 7: BBBBEEEEIIIINNNNGGGG SSSSPPPPEEEECCCCIIIIFFFFIIIICCCC.................................................................................................................................................... 21 CHAPTER 8: TTTTEEEELLLLLLLL YYYYOOOOUUUURRRR FFFFUUUULLLLLLLL SSSSTTTTOOOORRRRYYYY ................................................................................................................................ 23 CHAPTER 9: AAAARRRRTTTT IIIINNNN AAAADDDDVVVVEEEERRRRTTTTIIIISSSSIIIINNNNGGGG ........................................................................................................................................ 25 CHAPTER 10: TTTTHHHHIIIINNNNGGGGSSSS TTTTOOOOOOOO CCCCOOOOSSSSTTTTLLLLYYYY ...................................................................................................................................... 28 CHAPTER 11: IIIINNNNFFFFOOOORRRRMMMMAAAATTTTIIIIOOOONNNN ...................................................................................................................................................... 31 CHAPTER 12: SSSSTTTTRRRRAAAATTTTEEEEGGGGYYYY................................................................................................................................................................ 33 CHAPTER 13: UUUUSSSSEEEE OOOOFFFF SSSSAAAAMMMMPPPPLLLLEEEESSSS............................................................................................................................................... 36 CHAPTER 14: GGGGEEEETTTTTTTTIIIINNNNGGGG DDDDIIIISSSSTTTTRRRRIIIIBBBBUUUUTTTTIIIIOOOONNNN ............................................................................................................................... 39 CHAPTER 15: TTTTEEEESSSSTTTT CCCCAAAAMMMMPPPPAAAAIIIIGGGGNNNNSSSS.............................................................................................................................................. 41 CHAPTER 16: LLLLEEEEAAAANNNNIIIINNNNGGGG OOOONNNN DDDDEEEEAAAALLLLEEEERRRRSSSS ................................................................................................................................. 44 CHAPTER 17: IIIINNNNDDDDIIIIVVVVIIIIDDDDUUUUAAAALLLLIIIITTTTYYYY ..................................................................................................................................................... 46 CHAPTER 18: NNNNEEEEGGGGAAAATTTTIIIIVVVVEEEE AAAADDDDVVVVEEEERRRRTTTTIIIISSSSIIIINNNNGGGG............................................................................................................................. 47 CHAPTER 19: LLLLEEEETTTTTTTTEEEERRRR WWWWRRRRIIIITTTTIIIINNNNGGGG................................................................................................................................................ 48 CHAPTER 20: AAAA NNNNAAAAMMMMEEEE TTTTHHHHAAAATTTT HHHHEEEELLLLPPPPSSSS ...................................................................................................................................... 50 CHAPTER 21: GGGGOOOOOOOODDDD BBBBUUUUSSSSIIIINNNNEEEESSSSSSSS................................................................................................................................................. 52 http://chironthebusinessdoctor.com page 3 of 53 HHHHoooowwww AAAAddddvvvveeeerrrrttttiiiissssiiiinnnngggg LLLLaaaawwwwssss AAAArrrreeee EEEEssssttttaaaabbbblllliiiisssshhhheeeedddd Chapter 1: The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a textbook for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them. The present status of advertising is due to many reasons Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost. Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in co-operation, learning from each other and from each new undertaking, some of these men develop into masters. Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization's equipment, and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods. The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearinghouse for every thing pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We learn the principles and prove them by repeated tests This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When method invariably proves best, that method becomes a fixed principle. http://chironthebusinessdoctor.com page 4 of 53 Mail order advertising is traced down to the fraction of a penny. The cost per reply and cost per dollar of sale show up with utter exactness. One advertisement is compared with another, one method with another. Headlines, settings, sizes, arguments and pictures are compared. To reduce the cost of results even one per cent means much in some mail order advertising. So no guesswork is permitted. One must know what is best. Thus mail order advertising first established many of our basic laws. In lines where direct returns are impossible, we compare one town with another. Scores of methods may be compared in this way, measured by cost of sales. But the most common way is by use of the coupon. We offer a sample, a book, a free package, or something to induce direct replies. Thus we learn the amount of action which each ad engenders. But those figures are not final. One ad may bring too many worthless replies, another replies that are valuable. So our final conclusions are always based on cost per customer or cost per dollar of sale. These coupon plans are dealt with further in the chapter on "Test Campaigns." Here we explain only how we employ them to discover advertising principles. In a large ad agency coupon returns are watched and recorded on hundreds of different lines. In a single line they are sometimes recorded on thousands of separate ads. Thus we test everything pertaining to advertising. We answer nearly every possible question by multitudinous traced returns. Some things we learn in this way apply only to particular lines. But even those supply basic principles for analogous undertakings. Others apply to all lines. They become fundamentals for advertising in general. They are universally applied. No wise advertiser will ever depart from those unvarying laws. We propose in this book to deal with those fundamentals, those universal principles. To teach only established techniques. There is that technique in advertising, as in all art, science and mechanics. And it is, as in all lines, a basic essential. The lack of those fundamentals has been the main trouble with advertising of the past Each worker was a law unto himself. All previous knowledge, all progress in the line, was a closed book to him. It was like a man trying to build a modern locomotive without first ascertaining what others had done. It was like a Columbus starting out to find an undiscovered land. Men were guided by whims and fancies - vagrant, changing breezes. They rarely arrived at their port. When they did, quite by accident, it was by a long roundabout course. Each early mariner in this sea mapped his own separate course. There were no charts to guide him. Not a lighthouse marked a harbor, not a buoy showed a reef. The wrecks were unrecorded, so countless ventures came to grief on the same rocks and shoals. http://chironthebusinessdoctor.com page 5 of 53 Advertising was a gamble, a speculation of the rashest sort. One man's guess on the proper course was as likely to be as good as another's'. There were no safe pilots, because few sailed the same course twice. The condition has been corrected. Now the only uncertainties pertain to people and to products, not to methods. It is hard to measure human idiosyncrasies, the preferences and prejudices, the likes and dislikes that exist. We cannot say that an article will be popular, but we know how to sell it in the most effective way. Ventures may fail, but the failures are not disasters Losses, when they occur, are but trifling. And the causes are factors which has nothing to do with the advertising. Advertising has flourished under these new conditions. It has multiplied in volume, in prestige and respect. The perils have increased many fold. Just because the gamble has become a science, the speculation a very conservative business. These facts should be recognized by all. This is no proper field for sophistry or theory, or for any other will-o'-the-wisp. The blind leading the blind is ridiculous It is pitiful in a field with such vast possibilities. Success is a rarity, a maximum success an impossibility, unless one is guided by laws as immutable as the law of gravitation. So our main purpose here is to set down those laws, and to tell you how to prove them for yourself. After them come a myriad of variations. No two advertising campaigns are ever conducted on lines that are identical. Individuality is an essential. Imitation is a reproach. But those variable things which depend on ingenuity have no place in a text book on advertising. This is for groundwork only. Our hope is to foster advertising through a better understanding. To place it on a business basis. To have it recognized as among the safest, surest ventures which lead to large returns. Thousand of conspicuous successes show its possibilities. Their variety points out its almost unlimited scope. Yet thousands who need it, who can never attain their deserts without it, still look upon its accomplishments as somewhat accidental. That was so, but it is not so now. We hope that this book will throw some new lights on the subject. http://chironthebusinessdoctor.com page 6 of 53 JJJJuuuusssstttt SSSSaaaalllleeeessssmmmmaaaannnnsssshhhhiiiipppp Chapter 2: To properly understand advertising or to learn even its rudiments one must start with the right conception. Advertising is salesmanship. Its principles are the principles of salesmanship. Successes and failures in both lines are due to like causes. Thus every advertising question should be answered by the salesman's standards. Let us emphasize that point. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. It is not for general effect. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong. The difference is only in degree. Advertising is multiplied salesmanship. It may appeal to thousands while the salesman talks to one. It involves a corresponding cost. Some people spend $10 per word on an average advertisement. Therefore every advertisement should be a super-salesman. A salesman's mistake may cost little. An advertisers’ mistake may cost a thousand times that much. Be more cautious, more exacting, therefore. A mediocre salesman may affect a small part of your trade. Mediocre advertising affects all of your trade. Many think of advertising as ad-writing Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly and convincingly, just as a salesman must. But fine writing is a distinct disadvantage. So is unique literary style. They take attention from the subject. They reveal the hook. Any studies done that attempt to sell, if apparent, creates corresponding resistance. That is so in personal salesmanship as in salesmanship-in-print. Fine talkers are rarely good salesmen. They inspire buyers with the fear of over-influence. They create the suspicion that an effort is made to sell them on other lines than merit. Successful salesmen are rarely good speech makers. They have few oratorical graces. They are plain and sincere men who know their customers and know their lines. So it is in ad writing. Many of the ablest men in advertising are graduate salesmen. The best we know have been house-to-house canvassers. They may know little of grammar, nothing of rhetoric, but they know how to use words that convince. There is one simple way to answer many advertising questions Ask yourself," Would it help a salesman sell the goods?" "Would it help me sell them if I met a buyer in person?" A fair answer to those questions avoids countless mistakes. But when one tries to show off, or does things merely to please himself, he is little likely to strike a chord which leads people to spend money. Some argue for slogans, some like clever conceits. http://chironthebusinessdoctor.com page 7 of 53 Would you use them in personal salesmanship? Can you imagine a customer whom such things would impress? If not, don't rely on them for selling in print. Some say "Be very brief. People will read for little." Would you say that to a salesman? With a prospect standing before him, would you confine him to any certain number of words? That would be an unthinkable handicap. So in advertising. The only readers we get are people whom our subject interests. No one reads ads for amusements, long or short. Consider them as prospects standing before you, seeking for information. Give them enough to get action. Some advocate large type and big headlines Yet they do not admire salesmen who talk in loud voices. People read all they care to read in 8-point type. Our magazines and newspapers are printed in that type. Folks are accustomed to it. Anything louder is like loud conversation. It gains no attention worthwhile. It may not be offensive, but it is useless and wasteful. It multiplies the cost of your story. And to many it seems loud and blatant. Others look for something queer and unusual. They want ads distinctive in style or illustration. Would you want that in a salesman? Do not men who act and dress in normal ways make a far better impression? Some insist on dressy ads. That is all right to a certain degree, but is quite important. Some poorly-dressed men, prove to be excellent salesmen. Over dress in either is a fault. So with countless questions. Measure them by salesmen's standards, not by amusement standards. Ads are not written to entertain. When they do, those entertainment seekers are little likely to be the people whom you want. That is one of the greatest advertising faults. Ad writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause. When you plan or prepare an advertisement, keep before you a typical buyer. Your subject, your headline has gained his or her attention. Then in everything be guided by what you would do if you met the buyer face-to-face. If you are a normal man and a good salesman you will then do your level best. Don't think of people in the mass That gives you a blurred view. Think of a typical individual, man or woman, who is likely to want what you sell. Don't try to be amusing. Money spending is a serious matter. Don't boast, for all people resent it. Don't try to show off. Do just what you think a good salesman should do with a half-sold person before him. Some advertising men go out in person and sell to people before they plan to write an ad. One of the ablest of them has spent weeks on one article, selling from house to house. In this way they learn the reactions from different forms of argument and approach. They learn what possible buyers want and the factors which don't appeal. It is quite customary to interview hundreds of possible customers. http://chironthebusinessdoctor.com page 8 of 53 Others send out questionnaires to learn the attitude of the buyers. In some way all must learn how to strike responsive chords. Guesswork is very expensive. The maker of an advertised article knows the manufacturing side and probably the dealers side. But this very knowledge often leads him astray in respect to customers. His interests are not in their interests. The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else. This book will contain no more important chapter than this one on salesmanship. The reason for most of the non-successes in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship. Advertisements are planned and written with some utterly wrong conception. They are written to please the seller. The interest of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists. http://chironthebusinessdoctor.com page 9 of 53 OOOOffffffffeeeerrrr SSSSeeeerrrrvvvviiiicccceeee Chapter 3: 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. Ads say in effect, "Buy my brand. Give me the trade you give to others. Let me have the money." That is not a popular appeal. The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They site advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks. Some of these ads seem altruistic. But they are based on the knowledge of human nature. The writers know how people are led to buy Here again is salesmanship. The good salesman does not merely cry a name. He doesn't say, "Buy my article." He pictures the customers side of his service until the natural result is to buy. A brush maker has some 2,000 canvassers who sells brushes from house to house. He is enormously successful in a line which would seem very difficult. And it would be for his men if they asked the housewives to buy. But they don't. They go to the door and say, "I was sent here to give you a brush. I have samples here and I want you to take your choice." The housewife is all smiles and attention. In picking out one brush she sees several she wants. She is also anxious to reciprocate the gift. So the salesman gets an order. Another concern sells coffee, etc., by wagons in some 500 cities. The man drops in with a half-pound of coffee and says, "Accept this package and try it. I'll come back in a few days to ask how you liked it." Even when he comes back he doesn't ask for an order. He explains that he wants the women to have a fine kitchen utensil. It isn't free, but if she likes the coffee he will credit five cents on each pound she buys until she has paid for the article. Always some service. The maker of the electric sewing machine motor found advertising difficult. So, on good advice, he ceased soliciting a purchase. He offered to send to any home, through any dealer, a motor for one weeks' use. With it would come a man to show how to operate it. "Let us help you for a week without cost or obligation," said the ad. Such an offer was resistless, and about nine in ten of the trials led to sales. So in many, many lines. Cigar makers send out boxes to anyone and say, "Smoke ten, then keep them or return them, as you wish." Makers of books, typewriters, washing machines, kitchen cabinets, vacuum sweepers, etc., send out their products without any prepayment. They say, "Use them a week, then do as you wish." Practically all merchandise sold by mail is sent subject to return. http://chironthebusinessdoctor.com page 10 of 53