Scientific advertising (by Hopkins) outlines timeless observations on copywriting and advertisements.
Lessons I learnt from the book-
- Salesmanship- Ads are sales engines. Interest of the buyer is the ONLY thing that needs to be conveyed in your ads. Write things that will make them buy.
- Offer service- A good ad, never screams ‘Buy this for $$$’. Talk about the value, offer service and let consumers take action.
- Headlines- People don’t read, they skim. The headlines should seek out your audience from the crowd.
- Being specific- If a claim is worth making, do it the most impressive way. Generality suggests looseness in expression and carelessness.
- Reasoning- People don’t switch products/habits without a reason. Find ‘THAT’ reason for your product.
- Fail fast- Any assumption can be answered cheaply with a test campaign (not by arguments) with your consumers. Let a few thousands decide what you will show to millions.
That’s 150 words.