Wednesday, 13 September 2017


This is from Claude C. Hopkins, Scientific Advertising: Being Specific, published in 1923.

Still, everyday marketing professionals decide that they have such a "strong rational product claim" that are going to make exactly such a platitude. What's more, they also decide that they don't want any creative thought whatsoever to 'get in the way' of making such a statement:

How does this happen?

Some data tells them that having the best camera is the key purchase driver.

They make a phone with a camera that they can claim is the best.

Some people in the focus group decide that this advert says, 'this phone has the best camera' most clearly and so the advert is just a picture of the phone with a generic claim. Same as everyone else's. Part of the 84% of advertising that is not remembered at all.

This happens when you don't have a basic education in how creativity and communication work. When you aren't aware of the mountains of data linking creativity to commercial return. When you aren't aware of the power of emotion over reason to drive business results. When you have no respect for the power of an idea. When you aren't even aware of some of the basics of copywriting established nearly 100 fucking years ago. 

You don't need to do a lot of reading to learn these things. And when you do, you might stop saying things and start communicating them instead.

Thoughts? Gimme a shout @LucianTrestler

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