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My Life in Advertising and Scientific Advertising |  |
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My Life in Advertising and Scientific Advertising | |
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
网友对My Life in Advertising and Scientific Advertising的评论
The elements of true Copywriting from the man who brought the names of products into your household that you use everyday. WIthout qualifications, degrees, Hopkins was astute enough to use an analysis or method to measure the reaction of the user of the product. He put people first because he was just an ordinary person.
The use of the term "scientific advertising" is to make the advertiser feel more comfortable pushing papers around to make money. The advertiser represents the seller and the Copywriter represents the consumer.
Hopkins, the Copywriter, the one who writes the copy for the advertiser, represents the user the person who puts the bread and butter on the table of the advertiser. Contrary to Corporate opinion you don't need a college degree to be a Copywriter. The two greatest faults in advertising are boasts and selfishness.
If you are a seller advertising your products and services this is the book written for you.
If you are a Copywriter writing the copy you'll recognize yourself in the text. Like Hopkins, you understand confidence in the product and confidence in the people.
Many detailed reviews on the virtues of this twin book have been already posted here. I doubt I can add to them in any meaningful way. I will just add my perspective.
I am new to the world of advertising, having taken up direct response copywriting as my new career. I am awestruck at the level of sophistication practiced by Hopkins and the array of new techniques he had invented that are still being used today.
I only had a chance to complete the first book, My Life in Advertising, the biographical version. I am working on the second part, Scientific Advertising.
While we all respect Hopkins for for his contribution to the industry, it was touching to read his reflection on his own career, wondering about the peaceful life he could have had as opposed to his chosen path of workaholism that enabled him to rise to such heights. The human element is always there.
The best direct response marketers cannot give this book enough praise and I can see why.. This is the basics of which every great campaign is built. If you don't have this knowledge then you are on shaky grounds. It is based on common sense, which is what most ad agencies try to remove from the evaluation process regarding campaigns.
In the end of the day, any ad should pull enough profits to justify the cost of running it. And if you are not measuring it, or just "branding", how would you ever know if you are getting your money back vs flushing money down the toilet?
If you are a business owner, read this book before ad agencies and other sneaky media sales reps takes your last dollar.. And don't believe in the branding BS, unless you are Coca Cola and have distribution in virtually every location thinkable.
David Ogilwy, which is probably the most famous ad-man in the world, said that every serious advertiser should have read this book at least 7 times. So do yourself a favor and read it at least 3 times. You will thank yourself later (and hopefully read it another 4 times)..
It is interesting to see how a book this old, can still be as relevant today almost a 100 years later..
It's an amazing thing to read the words of a man from hundred years past that today ring true; as clearly as the melody of an incoming Skype call.
In today's fractured communication landscape, where messages overlap, intersect and collide in their frantic attempts to woo a desensitised audience, the fundamental truths are more important than ever. Basic needs and wants, everyday cares and concerns of everyday people are paramount. In this books lays the perfect reminder of the real world and the real people who inhabit it - our customers.
The truth in advertising comes from empathy; anyone who has spent time on the front lines of sales has learnt this first hand. Anyone else can learn in from reading this book.
There are giants of the marketing and advertising community that basically swear by both of these works.
That should be enough, but it isn't because unless you extract the gems and see how they are still so applicable today as they were years ago, you don't know what these books are about.
I've learned from a lot of people, got the shiny object syndrome and all of that, but at the end of the day, I learned the real stuff, with minimal repeats of what the 'gurus' of today talk about - and almost everything good that they do say has hooks or straight up ripping off from the concepts in this little compilation.
If my kids were going into advertising, I'd have them read Jay Abraham, then Claude Hopkins to get up to speed on what persuading and efficient advertising really is.
Don't let the older school english throw you off, the guy was a genius, and employing his advertising methodology and philosophy will put you in a whole other league.
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