Claude C.
Hopkins
Scientific Advertising
"The time has come when advertising has in some hands
reached the status of a science." -Claude Hopkins
Chapter 1: How Advertising Laws Are
Established
Advertising, once a gamble, has now become one of the
safest business ventures.
This is because advertising agencies, who conduct most national
advertising (hundreds of campaigns, thousands of plans/ideas), watch
and record their results.
Principles are learned and proved by repeated tests, using keyed
advertising, traced returns, using coupons and samples.
The main problem with advertising in the past was the lack of these
fundamentals, each man was a law unto himself -> Like a man trying
to build a car without first learning what others had done.
Not only are actions (ex: people sending in a coupon) recorded, but
the quality of those replies is recorded -> One ad may bring in too
many worthless replies, another replies that are valuable.
Final conclusions are always based on cost per customer or cost
per dollar of sale. (In online marketing, think of profit, not conversion
rate.)
Now the only uncertainties are people/products, not methods -> We
cannot say whether something will be popular, but we know how to sell
it in the most effective way.
Though these laws are essential, so is individuality, but these
changing things which depend on ingenuity have no place in a textbook
on advertising.
Goal of this book is to show advertising success is not accidental, but
one of the surest business ventures leading to large returns.
Chapter 2: Just Salesmanship
"This book will contain no more important chapter than this one on
salesmanship."
Advertising is Salesmanship
The only purpose of advertising is to make sales. It is
profitable/unprofitable according to its actual sales.
The only difference is in degree. Advertising may appeal to
thousands, instead of only one.
Many of the ablest men in advertising are graduate salesmen, they
know how to use words that convince.
Fine Talkers Are Rarely Good Salesmen
They create the suspicion that an effort is being made to sell them
on other lines than merit. (Trick them into buying.)
In advertising, fine writing/unique literary style is a disadvantage,
they take the attention from the subject and reveal the hook.
Any studies done that attempt to sell, if apparent, create
corresponding resistance.
How to Answer Almost Any Advertising Question: Ask yourself:
"Would it help a salesman sell the goods?"
"Would it help me sell them if I met a buyer in person?" ->
These questions avoid countless mistakes.
Don't Use Slogans/Clever Phrases
Some argue for slogans, some like clever conceits. Would you use
them in personal salesmanship?
Can you imagine one of your prospects being impressed by these?
Don't Force Short Ads
Some say: "Be very brief. People will read for little."
With a prospect standind before him, would you limit a salesman to
a certain number of words?
The only readers we get are people who our subject
interests, no one reads ads for amusement, long or short.
Give them enough to take action.
Don't Use Obnoxious Type/Large Headlines
Use 8-point type because newspapers/magazines are printed in
it. People are used to it. (Blend in, don't look like an ad.)
Don't "Over-Dress" Ads
Some want ads distinctive in style/illustration.
Do not men who act/dress in normal ways make a far better
impression?
Some poorly-dressed men, prove to be excellent salesmen.
Don't Entertain
Entertainment seekers are little likely to be the people whom you
want.
One of advertising's greatest faults: instead of salesmen, ad
writers try to be performers. Instead of sales, they seek applause.
Advertising Mindset
When writing an ad, keep before you a typical buyer. -> Individual
who wants what you sell.
What would you do if you met the buyer face-to-face?
Do not think of people in the mass. That gives you a blurred view.
You Must Learn How to Strike Responsive Chords
Some advertising men go out in person and sell door-to-door to
people before they write an ad, other survey thousands.
They learn reactions from various arguments/approaches.
They learn what appeals and what doesn't.
The Advertising Man Studies the Consumer
His success depends largely on doing that to the exclusion of
everything else.
Writes ads with the interest of the buyer in mind, not to please the
seller.
Top 2 Reasons For Failure In Advertising:
Trying to sell people what they do not want.
Lack of true salesmanship.
Chapter 3: Offer Service
People Are Selfish, as we all are.
They care nothing about your own intersts, only seek service for
themselves.
Whatever they do, they do to please themselves.
The Best Ads Ask No One To Buy
They offer wanted information, offer a sample or to buy the first
package.
They give the customer a way to prove the claims without any
cost or risk.
Cigar Example: Advertiser sent out boxes of cigars and said: "Somke
ten, then keep them or return them, as you wish."
(Based on sales principle of reciprocity.)
Chapter 4: Mail Order Advertising
Selling Goods By Mail
False theories melt away because every ad is traced, it is either
profitable or it is not.
All guesswork is eliminated.
One learns advertising has to be done on a scientific basis to have
any chance of success.
Readers Forget
A large percentage of people who read an ad and decide to act will
forget that decision in 5 minutes.
The mail order advertiser inserts a reminder to be cut out.
Must use scarcity/urgency. -> Only get one shot to sell prospect
something.
Pictures
Always to the point, they are salesmen in themselves and earn the
space they occupy.
Decided by comparative tests.
Ad Size
An ad twice larger brings twice the returns, but only when the larger
space is as well utilized as the smaller space.
However, set half-page copy in a page space and you double the
cost.
Study Long-Running Mail Order Ads
Every feature, word and picture teaches advertising at its best. ->
Tests of results have proved these ads to be the best salesmen.
2 Reasons Advertisements Differ From Salesmanship
The advertiser does not know what the mail order advertiser knows.
He deliberately sacrifices a percentage of his returns to gratify some
desire. -> Can afford to make his ads look how he wants them and
does this for pride and opinion. (there is some apology for that, just as
there is for fine offices and buildings.)
Chapter 5: Headlines
A Headline Is Equal to Personal Contact
A salesman is there too demand attention, he cannot be ignored,
people will listen politely to someone boring or boasting.
An advertisement can be ignored, people will not be bored in
print.
The Purpose of a Headline
We pick out what we wish to read by headlines. -> They conceal or
reveal an interest.
People study what we have to say with their own free will.
The product you have will interest certain people only, and for
certain reasons. -> Create a headline which will hail those people only.
(Ex: Nobody reads the whole newspaper.)
People Will Not Read Ads For Amusement
They don't read ads which, at a glance, seem to offer nothing
interesting.
The Importance of headlines
Claude Hopkins spends far more time on headlines than on writing
the ad. -> Often hours on a single headline.
The entire return of an ad depends on attracting the right sort of
reader.
Not uncommon for a change in headline to multiply returns from five
or ten times over.
Different Headlines Target Different Appeals
Through comparing headlines by keyed returns, we learn what type
of headline has the most widespread appeal, and what appeal(s)
pays best.
Different appeals example: it fosters beauty, it prevents disease, it
aids daintiness and cleanliness. -> Different people are attracted to
different appeals.
One appeal may bring half the returns of another, but still enough to
be profitable. -> That is why separate ads are run for the same product
at the same time, we wish to reach all people who are attracted to our
products' various appeals.
The appeals we like will rarely prove best, because we do not
know enough people to average up their desires.
Hooking Your Target Audience
You are presenting an ad to millions. Among them is a percentage
you hope to interest. -> Go after that % and try to strike the chord
that responds.
These millions won't read your ad to find out if your product
interests. -> They will decide at a glance by your headline/pictures.
Address the people you seek, and them only.
Chapter 6: Psychology
You Must Understand Psychology
Certain effects lead to certain reactions. -> Use that knowledge
to increase results and avoid mistakes.
Principles of psychology are always the same.
Curiosity
Curiosity is one of the strongest human incentives.
"Grains puffed to 8 times the normal size." -> Turned a failed
product into a success.
People Judge Largely By Price
Cheapness is not a strong appeal.
Americans want bargains, but not cheapness. -> Want to feel as
though they can afford the best, resent those who treat them as if they
couldn't.
Guarantees Have Ceased To Be Impressive
Instead of: "Try it for a week. If you don't like it we'll return your
money." -> Use: "Pay in a week if you like them." (Much more
impressive.)
Personalization
Selling a set of books -> Offering to put the buyer's name on each
book in gold lettering gave much added value. (Boosted orders
dramatically.)
 Sending out free gifts not very effective, but sending letters saying
there is a free leather-covered book waiting for him is very effective. ->
When a man knows something belongs to him - something with his
name on it - he will make an effort to get it.
Limited Offers
An offer limited to a certain class of people is far more effective than
a general offer. (Ex: to war veterans, members of a lodge/sect, or to
executives.)
Those who are entitled to any seeming advantage will go a
long way not to lose that advantage.
Reverse Psychology
Selfish appeals don't work (Ex: "Be sure you get this brand.")
Instead: "Try our rivals' too."
He invited comparisons and showed he did not fear them. -> Buyers
were careful to get the brand so conspicuously superior that its maker
could court a trial of the rest.
Free Samples Have a Price.
Giving away your full product for free cheapens it. -> It is hard to
pay for something which has once been free.
Another man paid people to use his product. (Bought redeemable
coupons from people who showed them and gave his product.) This
man succeeded. -> An article good enough for the maker to buy is
good enough for the seller to buy.
Pre-Qualified Leads
Hand someone an unwanted product and they pay it little respect.
But tell them its qualities and your claims and get her to ask for a
sample and she is in a much different position. -> She is interested
(because she acted) andexpects to find the qualities you told.
Power of Expectations
If people can be made sick or well by mental impressions(placebo
effect), they can be made to favor a certain brand.
Show five articles exactly alike to five people and they may pick
either one, but point out some qualities in one and they will all
notice and then all choose the same article.
An identical offer made in a different way may bring multiplied returns.
Chapter 7: Being Specific
Platitudes and generalities leave no impression whatsoever. (Ex:
"Supreme in Quality") -> They suggest a tendency to exaggerate, a
looseness of expression, and make readers take any statement you
make with caution.
But a man making a specific statement is either telling the truth or a
lie. People do not expect an advertisement to lie, so a definite
statement is usually accepted.
With specific facts, people realize you've made tests/comparisons.
"Our prices have been reduced 25 percent." - takes up almost
same space, but is many times as effective as: "Our prices have been
reduced."
Chapter 8: Tell Your Full Story
The Ad Should Tell Your Story Reasonably Completely
Certain claims appeal to larger (and different) percentages than
others, you must present those claims in every ad for their effect
on that percentage.
Advertisers Do Not Expect A Second Reading
In one reading of an advertisement one decides for or against a
proposition.
In every ad consider only new customers.
Present to the reader, once you get him, every important claim you
have. -> That reader is someone willing to listen, but if you lose him
now he may never again be a reader.
People Will Read Much
The most common expression you hear is: "People will not read
much."
Example: A car may be a lifetime investment. A man interested
enough to buy a car will read a volume about it if the volume is
interesting.
You have an extremely hard job. If you do not believe it go to
someone in person and try to make them not only buy the first
package, but to adopt your brand. -> A man who does that will
never again say: "A sentence will do."
Note that brief ads are never keyed. -> Never be guided in any way
by ads which are untraced. -> Never be led in new paths by the
blind.
Chapter 9: Art in Advertising
When to Use Art/Pictures in Ads
Pictures in advertising are very expensive. Not only in production
cost, but in space. Anything expensive must be effective.
Use pictures only to attract those who may profit you.
Use them only when they form a better selling argument than the
same amount of space set in type.
When Not to Use Pictures
They should not be used merely because they are interesting. Or to
attract attention. Or to decorate an ad. -> Ads are not written to
interest, please or amuse.
Pictures Can Help Incite Emotion
Pictures have proved most convincing in many lines where the article
itself should be pictured.
Including clothing advertising. Not only in picturing the clothes, but
in picturing men who others envy. -> Pictures suggest that having the
clothes will help them become the men.
Ad Pictures Should Not Be Eccentric
Don't treat your subject(money-spending) lightly.
Don't, to gain general attention, sacrifice the attention that you
want.
Your main appeal lies in the headline. Overshadow that and you
kill it.
Should You Use Pictures At All?
Many pictures tell a story better than type can do. Other pictures
form a total loss.
The only way to know, as is with most other questions, is by
compared results.
Fine Artwork Or Plain/Ordinary -> Certainly good art pays as well
as mediocre.
Should Every Ad Have a New Picture? -> Repetition does not
detract. (We are after new customers only.)
Do Color Pictures Pay Better Than Black/White?
Not generally, but there are exceptions. -> Food.
But color used to amuse or to gain attention is worthless. (Will
attract the wrong type of people.)
But these are minor questions. The main idea is to do only that
which wins the people you are after in the cheapest way
possible.
Chapter 10: Things Too Costly
Many things are possible in advertising which are too costly to attempt.
Changing People's Habits is Very Expensive
To sell shaving soap to the peasants of Russia one would first need
to change their beard-wearing habits.
No one orange grower or raisin grower could attempt to increase the
consumption of those fruits.
Education is Done By Authorities through countless columns of
unpaid-for space.
But great successes have been made by going to people already
educated and satisfying their created wants.
It is shrewd to watch the development of popular trends, the
creation of new desires, and at the right time offer to satisfy those
desires.
Prevention is Not a Popular Subject
People will do much to cure trouble, but people in general will do
little to prevent it.
Track Your Results
Scientific advertising is impossible without that. So is safe advertising
and maximum profit.
Chapter 11: Information
Research
An ad-writer, to have a chance at success, must gain full
information on his subject.
A painstaking advertising man will often read for weeks on some
problem that comes up.
In many volumes, he may find few useful facts, but some one fact
may be the keystone of success.
Competition is Measured Up
Every advertiser of a similar product is written for his literature and
claims. -> Exact info on all that our rivals are doing.
Everything printed on a subject comes to the man who writes ads.
Impressive Claims are made far more impressive by making them
exact.
"Large food value" -> Sent to lab: "425 calories per pint." ->
Ad: "Equal to six eggs in calories of nutriment."
Waste Circulation
Learn the % of readers to whom your product appeals. The cost of
advertising largely depends on the % of waste circulation.
Example: A survey found only 4% of people used canned pork
beans, 96% baked their beans at home. -> The problem was not to sell
a particular brand, the right appeal was to win people away from
home-baked beans.
Chapter 12: Strategy
Selection of a Name
Often the right name is an ad in itself. (Usually prominently
displayed.) -> "Shredded Wheat" or "Puffed Rice"
Many a name has proved to be the greatest factor in an article's
success.
Many coined names without meaning have succeeded. -> "Kodak" or
"Karo" -> The advertiser who gives them meaning never needs to
share his advantage.
A Price Must Be Decided
A high price creates resistance and it is a well known fact the
greatest profits are made on great volume at small profit.
On other lines high price is unimportant. May have a small sale per
customer or need a large margin because of small consumption.
A higher price may even be an inducement. -> A product which
costs more is considered better.
Competition
What claims/appeals do you have to win trade against them? ->
Need some convincing advantage.
Some fields are almost impregnable. -> Usually lines which create a
new habit/custom and which typify that habit with consumers.
We Must Consider Individuals
What can you say to him in person to get him to change to your
brand?
We cannot go after thousands of men until we learn how to
win one.
Chapter 13: Use of Samples
The product itself, along with the impression/atmosphere you place
around it, should be its own best salesman.
Samples Serve Many Purposes
Let you use "Free" in ads. -> Multiplies readers.
A sample gets action. -> You can follow up your prospect.
Let you track your ads, test effectiveness of different ads, headlines,
plans, methods.
A Sample May Pay For Itself Several Times Over
Many advertisers lose much by being cheap, ask ten cents or a
couple stamps for a sample. -> Getting that dime may cost them
from $0.40-$1.00. (It may add to the cost of replies.)
Putting a price on a sample greatly lessens replies.
Some say "Buy 1, Get 1 Free" or make a coupon good for part of the
purchase price. -> Keyed returns clearly prove such offers do not
pay. (It is as hard to get half price as full price from an unconverted
prospect.)
Where samples are effectively employed, we rarely find a line where
they do not lessen the cost per customer.
Make It Easy For Prospects to Exhibit Interest
Often 4 times as many people present a coupon at a store than
those who mail them in.
Have samples delivered locally, if possible. -> Most people
would rather pay carfare than 2 cents postage.
On one line 70% of people chose to inquire by telephone, rather
than writing a letter/going to a store.
Minimizing Sample Waste
Repeat sample users form only a small percent. Figure it into your
cost.
"Only one sample to a home." -> If you say this the few who
cheat you wouldn't have bought anyway, so you only lose samples, not
purchasers.
"Adults only." -> Children will not present such coupons.
Some may buy up many papers. -> Do not announce the date of
such sample offers, and insert them into Sunday papers, not so
easily bought up.
Don't Give Samples to Just Anyone
Give samples only to people who exhibit interest by some effort.
Samples distributed to homes probably never pay. -> Product is
cheapened.

Chapter 14: Getting Distribution
Don't Start Advertising Without Distribution
A venture cannot be profitable if nine in ten converts fail to find the
goods.
Various Methods of Getting Distribution
Some start by soliciting direct sales - mail orders - until volume of
demand forces dealers to supply. -> Many dealers will stock if
advertising is successful.
Some contact prospects with sample/other offer, then refer them to
certain dealers who are stocked.
Some well-known lines can get dealers to stock under guarantee of
sale.
Some name stocked dealers in their ads. -> Naming certain
dealers, the average dealer wants to be included.
Sometimes most stores are supplied with samples, but on the
requirement of a certain purchase. (Example: If dealer buys a dozen
full packages, he gets a dozen free samples.) -> Dealers don't like to
have their customers go to competitors even for a sample.
Some mail dealers copies of the ad which has coupon, point out
many customers are bound to present that coupon. Each
coupon represents a full cash sale. -> No average dealer will let these
coupon customers go elsewhere.
When people write for samples, do not send it directly to them, send
it to a local store, then refer them to that store. -> Store will eventually
stock and people will have a way of getting more.
Claude Hopkins usually starts with local advertising. Gets
distribution town by town, then switches to national
advertising.
What NOT to Do
Force dealers to stock by bringing repeated demands through
advertising. -> Too expensive.
Cover the country with a selling force. -> Impossible.
Get dealers to stock unknown line on promise of advertising. -> Not
easy, they've seen too many ventures fail.
Send stock on consignment. -> Many dealers resent it. Non-
businesslike, doesn't win respect.
Chapter 15: Test Campaigns
Will This Or That Be Profitable?
Questions shouldn't be answered by arguments around a table,
but by a test campaign.
There are many surprises in advertising because none of us knows
enough people's desires to get an average viewpoint.
When we learn what a thousand customers cost, we know almost
exactly what a million will cost. -> We can prove our undertaking
absolutely safe with almost no risk whatsoever.
The Cost of Tests
Claude Hopkins may try out a project in four or five towns, may cost
$3000-$5000.
Even if the product is unpopular, sales are made. -> Nearly every
test will in time bring back the entire cost.
Sometimes the cost of advertising comes back before the bills
are due. -> This is ideal.
Chapter 16: Leaning On Dealers
Dealers will often ask for some aid, discounts or loading offers (Ex:
Get one case free in ten.) from the advertiser in exchange for extra
effort on their part to sell more product. The extra effort usually
doesn't pay.
Word of Mouth Is Often Ineffective
People who buy from casual recommendations (Ex: From a dealer's
recommendation.) do not often stick. -> Next time someone else
recommends differently.
On most lines, making a sale without making a convert doesn't
count for much.
Window Displays direct sales, but don't increase them.
A window display may bring one dealer a large part of the trade,
but may not increase your total sales at all.
One Extra Case in Ten means advertising must sell 10% more to
bring you the same return.
Testing
You can apply scientific advertising to other types of selling, and
even manufacturing, to cut costs
You should try one town with displays, etc., one town without,
and compare cost and result.
Chapter 17: Individuality
You Must Stand Out
To make an impression, you must stand out in some way. -> Not by
being abnormal, but by doing admirable things in a different way.
Don't have to be distinctive in appearance, but perhaps in
manner/tone.
Introduce Personality
Whenever possible, make it seem as if a man is selling his product,
not a "soulless corporation".
Give an individuality best suited to the people he addresses.
(Ex: Make a man appear rugged and honest where rugged
honesty counts.)
Don't Change Often
Try not to change an individuality which has proved appealing.
(Almost) Never change your tone. -> Appearing different every
time never builds up confidence.
We don't want people to think our appeals are created, studied,
artificial. -> They must appear to come from the heart, and the same
heart always.
Chapter 18: Negative Advertising
Positive Ads Outpull Negative Ones
We are attracted by sunshine, beauty, happiness, health, success. ->
Then point the way to them.
Tell people what to do, not what to avoid.
Talk of coming good conditions, not conditions which exist.
Picture what others wish to be, not what they may be now.
Chapter 19: Letter Writing
Most Ad Letters Go Straight to the Garbage
They fail to get the right attention. They fail to tell what the buyer
wishes to know.
The ones people keep have a headline which attracted their interest
and, at a glance, offered something they want/something they
wish to know.

Test Your Letters

Mail order advertisers test their letters just as they test their ads. A
general letter is never used until it proves itself best.
You will find the whole appeal lies in the content. -> Fine
stationery gets no more attention than poor stationery, a 2-cent letter
no more than a 1-cent.

Get Immediate Action

You can afford to pay for prompt action rather than lose by delay.
Place a limit on the offer to overcome the tendency to delay.
Offer people some compelling reason to order from you rather than
your competition. (Ex: Offer new customers/repeat customers an
unnamed gift they can keep. Will set you apart.)

Chapter 20: A Name That Helps

Descriptive Names
A product name is usually prominently displayed. It should aid the
advertising, so a name that tells a story is a great advantage. (Ex:
"Cream of Wheat", "Toasted Corn Flakes")
Unfortunately, these names also invite competition and similar
products.

Coined Names
These names have no meaning, until long-running advertising gives
them meaning. -> When this happens, they become very
valuable. (But most coined names never reach this status.)
Another serious fault is frivolity - coined names can sometimes
become trivial and almost prohibit respect.

Chapter 21: Good Business

Using Advertising's Full Potential
Many spend money blindly when advertising. They never reach its'
full potential because they don't test and track their ads. -> They
spend five dollars to do what one dollar might do.
Most national advertising is merely presumed to pay, when a little
test might show a way to multiply returns.
Some don't even know if their advertising is contributing to their
bottom line, others use that same space in a newspaper/magazine
with exponential results.

Scientific Advertising
Based on known statistics. Advertisements won on a small scale
before they ever ran on a large scale.
Small expenditures made on a guess will grow to big ones on a
certainty.
Advertising can be safe and sure. -> It's success is common
knowledge because it is done along scientific lines.