#170 Claude Hopkins (A Life in Advertising)

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Mar 8, 2021

Explore the fascinating world of advertising through the lens of Claude Hopkins, a pioneer who turned experience into profound lessons. Delve into his belief that every success and failure is a stepping stone towards mastery. Discover why he valued honesty in marketing, sharing a compelling case of a struggling brand reborn through transparency. Uncover innovative storytelling strategies that resonate with audiences and learn from a mentor's wisdom about finding true happiness in independence and personal fulfillment.

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ADVICE

Share Your Findings

Record research results and share them with others.
Every pioneer should blaze a trail for their successors.

ADVICE

Value of a Scottish Mother

Conservatism and caution are fundamental for success in advertising.
A Scottish mother instills valuable prudence and economy.

INSIGHT

Benefits of Poverty

Growing up poor taught Claude Hopkins the value of hard work and understanding ordinary people.
This understanding proved invaluable in his advertising career, connecting him with his target audience.

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Scientific advertising

Claude Hopkins

Written in 1923, 'Scientific Advertising' by Claude C. Hopkins is a seminal work in the advertising industry. The book outlines an advertising approach based on testing and measuring, highlighting the importance of split testing and coupon-based customer tracking. Hopkins stresses that advertising should be treated as a science, with every ad rigorously tested to determine its effectiveness. He also emphasizes the power of direct response and the need for ads to focus on salesmanship, encouraging immediate action from the target audience. The book is widely regarded as a must-read for anyone in marketing and advertising, with principles that remain relevant today[2][4][5].

Ogilvy on Advertising

David Ogilvy

This book provides comprehensive insights into the world of advertising, covering topics such as how to get a job in advertising, how to choose an agency for your product, the secrets behind effective advertising, how to write successful copy, and the role of research in advertising. Written with brutal candor and generosity, Ogilvy shares his extensive knowledge and experience in the industry, making it a valuable resource for both professionals and those interested in advertising.

My Life in Advertising

Claude Hopkins

In 'My Life in Advertising,' Claude C. Hopkins shares his extensive experience and insights gained from over three decades in the advertising industry. The book is a blend of autobiography and practical guide, offering timeless principles on effective advertising. Hopkins emphasizes the importance of understanding the consumer, using specific and definite claims, and testing advertising strategies. He also discusses his methods for creating successful ad campaigns, including the use of free samples, the appeal of personalities over corporations, and the necessity of focusing on the consumer's needs rather than the advertiser's pride in their products. Despite being written in 1927, the book's principles remain relevant today, making it a valuable resource for anyone in the advertising and marketing fields.

Freedom's Forge

How American Business Built the Arsenal of Victory in World War II

Arthur Herman

In 'Freedom's Forge', Arthur Herman delves into the untold story of America's industrial mobilization during World War II. The book highlights the significant contributions of American business leaders and the industrial sector in producing the vast array of military equipment and supplies that were essential for the Allied victory. Herman's narrative focuses on key figures such as William S. Knudsen and Henry J. Kaiser, who spearheaded this massive industrial effort.

Estee Lauder Autobiography

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Estée Lauder

Estée Lauder's autobiography offers a fascinating glimpse into the life and career of one of the most successful entrepreneurs in the beauty industry. Lauder shares her journey from humble beginnings to building a global cosmetics empire, highlighting her unwavering determination, keen business acumen, and deep understanding of customer psychology. The book is filled with practical advice and inspiring stories, showcasing her innovative marketing strategies and her ability to connect with consumers on a personal level. Her emphasis on building relationships and providing exceptional customer service remains highly relevant in today's business world. The book is a testament to her entrepreneurial spirit and her lasting impact on the beauty industry.

Against the Odds

An Autobiography by James Dyson

James Dyson

In 'Against the Odds: An Autobiography', James Dyson shares his journey from being a misfit to becoming a successful inventor and entrepreneur. The book chronicles his years of personal struggle and crisis as he developed the revolutionary bagless vacuum cleaner. Dyson recounts his trials with major manufacturing companies, legal battles, and his eventual success after partnering with a Japanese company. The autobiography emphasizes the importance of self-belief, innovation, and perseverance in achieving extraordinary success. It also provides insights into Dyson's unconventional approach to design, development, and marketing, and how his unique perspective as a misfit contributed to his innovative achievements.

What I learned from reading My Life in Advertising by Claude Hopkins.

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Any man who by a lifetime of excessive application learns more about anything than others owes a statement to successors. The results of research should be recorded. Every pioneer should blaze his trail. That is all I have tried to do. [0:19]

There are few pages in “My Life in Advertising” which do not repay careful study—and which do not merit rereading. Before your eyes, a successful advertising life is lived—with all that went to make it successful. The lessons taught are taught exactly as they were learned. They are dished up dripping with life. It is not a book, it is an experience—and experience has always been the great teacher. [2:49]

The man who does two or three times the work of another learns two or three times as much. He makes more mistakes and more successes, and he learns from both. If I have gone higher than others in advertising, or done more, the fact is not due to exceptional ability, but to exceptional hours. [11:00]

To poverty I owe the fact that I never went to college. I spent those four years in the school of experience. [15:16]

If a thing is useful they call it work, if useless they call it play. One is as hard as the other. One can be just as much a game as the other. [20:27]

A young man can come to regard his life work as the most fascinating game that he knows. And it should be. The applause of athletics dies in a moment. The applause of success gives one cheer to the grave. [23:16]

A good product is its own best salesman. It is uphill work to sell goods, in print or in person, without samples. [27:02]

I consider business as a game and I play it as a game. That is why I have been, and still am, so devoted to it. [33:44]

I sold more carpet sweepers by my one-cent letters than fourteen salesmen on the road combined. [45:31]

No argument in the world can ever compare with one dramatic demonstration. [50:10]

We must treat people in advertising as we treat them in person. Center on their desires. [53:46]

Again and again I have told simple facts, common to all makers in the line—too common to be told. The maker is too close to his product. He sees in his methods only the ordinary. He does not realize that the world at large might marvel at those methods, and that facts which seem commonplace to him might give him vast distinction. [56:57]

Serve better than others, offer more than others, and you are pretty sure to win. [57:45]

There are other ways, I know, to win in selling and in advertising. But they are slow and uncertain. Ask a person to take a chance on you, and you have a fight. Offer to take a chance on him, and the way is easy. [57:52]

So far as I know, no ordinary human being has ever resisted Albert Lasker. He has commanded what he would in this world. Nothing he desired has ever been forbidden him. So I yielded, as all do, to his persuasiveness. [1:00:07]

The greatest two faults in advertising lie in boasts and in selfishness. [1:01:01]

It is curious how we all desire to excel in something outside of our province. That leads many men astray. Men make money in one business and lose it in many others. They seem to feel that one success makes them superbusiness men. [1:04:04]

I earned in commissions as high as $185,000 in a year. ($4,000,000 in today's dollars) All earned at a typewriter which I operated myself, without a clerk or secretary. [1:06:33]

Most success comes through efficiency. Most failures are due to waste. [1:10:22]

Human nature does not change. The principles set down in this book are as enduring as the Alps. [1:17:01]

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