10:05am
Saint Paul
The problem with making claims in your ads?
No one believes them.
But the brilliant Eugene Schwartz knew this, and offered us a few solutions…
(more…)Tag: extraordinary claim
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Food… Shot from Guns? (My Life in Advertising: Chapters 12 and 13)
YOU can be 10% more knowledgeable about advertising giant Claude C Hopkins’ Secrets to Success with this one PRL post!
This is the 11th post in a series covering the current PRL book selection, My Life in Advertising.
Chapter twelve of My Life in Advertising, Hopkins works on the Palmolive soap account.
Following Hopkins’ playbook, the ad agency offers to buy the beauty soap for whomever brings in a coupon. Palmolive uses this offer to force quick distribution in retail stores, because no business wants the customer going elsewhere. The customers become hooked because the rule of reciprocity says that something done for them, the free bar of soap, will increase their desire to give back.
You must have an extraordinary claim to make a dent in a crowded market. Image by Nesster, Flickr, CC-By-2.0