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"Scientific Advertising", written 100 years ago, offers timeless wisdom on advertising at scale. Claude Hopkins teaches us how he was able to convince the entire nation to care about brushing teeth daily, through his famous Pepsodent ads, by appealing to our simple desire for beauty. He shares effective tactics for sparking action in customers, such as using the word FREE and offering samples to win over lifelong customers. You'll learn numerous advertising strategies that are still in use today, including the value of mail-order ads and how Apple employs his "describe the process" technique on its new product announcements. Whether you are trying to sell a product in your business or sell your story to a potential employer, we all use advertising in our daily lives. This book serves as a foundational tool for anyone looking to improve their advertising success.
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Scientific Advertising - Claude Hopkins
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Recommendation of the Week: BlackBerry - 2023 Movie
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The Web of Ideas: Scientific Advertising (my notes on the book)
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Show Notes:
2:58 - Advertising is Multiplied Salesmanship
7:20 - Pepsodent Toothpaste - a simple desire for beauty
11:57 - Customers respond to FREE like starving people at a buffet
16:46 - Find your ideal customers and offer service
22:44 - Describe the process - Schlitz Beer & Apple
30:00 - Perfected mail-order ads still win over new readers
36:33 - Grab the customer's attention quickly with your headline
38:29 - Work hard in the dark to shine in the light
40:17 - Position your product with a mental impression - SONY's pocketable radio & VCR
44:21 - The essence of Scientific Advertising: we let the thousands decide what the millions will do
48:42 - Small expenditures made on a guess will grow to big ones on a certainty
