Today’s Quick Tip answers question “What is advertising?”
“Advertising is salesmanship. The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”
- Claude Hopkins, one of early masters of advertising and author of My Life in Advertising and Scientific Advertising.
This #1 issue of Copywriting Classics Quick Tips focuses on late, great Claude Hopkins and how you can apply his decades old marketing wisdom to your online efforts today.
Jay Abraham, renowned as 'America’s Number One Marketing Wizard' said this about Hopkins. “Claude Hopkins is master of them all. His influence has easily added over $6 million to my personal Income…and still counting.”
So, what else did Claude have to say about advertising in addition to quote above? Hopkins said “Advertising is not for general effect. It is not to keep your name before people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself.
Compare it with other salesmen. Figure its cost and result. Accept no excuses which good salesmen do not make. Then you will not go far wrong.”
So how many of us do a good job of this in online world?
Obviously only way you can know if your advertising is profitable is to be able to accurately track its results.
How many of us have thrown money at concept of branding - of keeping our name before people? Just hoping we'd get some results. I know I’ve been guilty of it in past.
So when you’re getting ready to place that banner ad, or pay for some online or offline directory listing, or bid on that keyword at Overture.com, how are you going to track cost and result?