Remember That the People You Address Are Selfish
Remember That the People You Address Are Selfish
The worst 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 Often they do not quote a price.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 best are based entirely on service. They offer wanted information. They cite advantages to users. Perhaps they offer a sample, or to buy the first package (with a certain dollar value coupon), or to send something on approval, so the customer may prove the claims without any cost or risk.
Some of these ads seem altruistic. But they are based on a 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 articles.’ He pictures the customer's side of his service until the natural result is to buy .
I didn't write those 196 words, I wish I had. They were written by Claude Hopkins in 1923. Although he has been dead for many years, Claude Hopkins is still considered, by those in the know, to be one of the world’s leading authorities on direct response. Interestingly few modern copy writers and advertisers have read his work.
He used the above philosophy to put Bissell Carpet Cleaners on the map and using the same philosophy he helped take Schlitz Beer from number 5 to number 1, in only a few months. Nothing has changed since he wrote Scientific Advertising. His ideas work as well now, as they did back then. The book is now out of print, but well worth reading if you can find a copy of it. You can download an electronic version at:
http://www.marketers-hall-of-fame.com/1-claude-hopkins-marketing.html
Read the above passage at least 3 times. Use it to guide your letter writing, your advertising, your proposals and your sales presentations. It will have a profound effect on your results.
Remember That the People You Address Are Selfish - To learn more about this author, visit Michael Hepworth's Website.
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Remember that the people you address are selfish, as we all are. They care nothing about your interest or your 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 worst 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 Often they do not quote a price.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 best are based entirely on service. They offer wanted information. They cite advantages to users. Perhaps they offer a sample, or to buy the first package (with a certain dollar value coupon), or to send something on approval, so the customer may prove the claims without any cost or risk.
Some of these ads seem altruistic. But they are based on a 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 articles.’ He pictures the customer's side of his service until the natural result is to buy .
I didn't write those 196 words, I wish I had. They were written by Claude Hopkins in 1923. Although he has been dead for many years, Claude Hopkins is still considered, by those in the know, to be one of the world’s leading authorities on direct response. Interestingly few modern copy writers and advertisers have read his work.
He used the above philosophy to put Bissell Carpet Cleaners on the map and using the same philosophy he helped take Schlitz Beer from number 5 to number 1, in only a few months. Nothing has changed since he wrote Scientific Advertising. His ideas work as well now, as they did back then. The book is now out of print, but well worth reading if you can find a copy of it. You can download an electronic version at:
http://www.marketers-hall-of-fame.com/1-claude-hopkins-marketing.html
Read the above passage at least 3 times. Use it to guide your letter writing, your advertising, your proposals and your sales presentations. It will have a profound effect on your results.
Remember That the People You Address Are Selfish - To learn more about this author, visit Michael Hepworth's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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