What is Advertising - and What Does it Mean on the Internet?

Written by Bret RIdgway

Today’s Quick Tip answersrepparttar 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 ofrepparttar 108191 early masters of advertising and author of My Life in Advertising and Scientific Advertising.

This #1 issue of Copywriting Classics Quick Tips focuses onrepparttar 108192 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 isrepparttar 108193 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 torepparttar 108194 quote above? Hopkins said “Advertising is not for general effect. It is not to keep your name beforerepparttar 108195 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 inrepparttar 108196 online world?

Obviouslyrepparttar 108197 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 atrepparttar 108198 concept of branding - of keeping our name beforerepparttar 108199 people? Just hoping we'd get some results. I know I’ve been guilty of it inrepparttar 108200 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 trackrepparttar 108201 cost and result?

32 Point Copywriting Checklist to Bulletproof Your Copy

Written by Kris Mills

As a direct response copywriter, I (naturally) go through a set process to ensure that my copy hitsrepparttar mark. A vital part of this process is performing "checks and balances" to ensure that allrepparttar 108190 important elements are there AND that there are no redundant or response-draining elements.

With that, I put together a 32 point copy checklist which I consult religiously. Here's a version ofrepparttar 108191 checklist I use. I hope you find it to be as helpful as I do.

1. Doesrepparttar 108192 headline in your body copy and/orrepparttar 108193 opening paragraph includerepparttar 108194 word 'you' or at least imply it?

2. Does it attract attention and shout out strong, "specific" benefits?

3. Does it relate torepparttar 108195 needs of your reader?

4. If you are marketing to a specific group, have you flagged that group inrepparttar 108196 subject?

5. Doesrepparttar 108197 subject header includerepparttar 108198 person's name?

6. Doesrepparttar 108199 body copy begin with "Dear [name]?"

7. Does your subheading or second paragraph flow on fromrepparttar 108200 headline hinting at a solution to their problem?

8. Does your copy addressrepparttar 108201 fears or wants and needs of your buyer and show them how to achieve results?

9. When you've made claims, have you shown why it gets results?

10. Have you started withrepparttar 108202 most powerful benefit first?

11. Have you given your reader allrepparttar 108203 benefits and details they need to make a buying decision?

12. Have you addressed any potential objections in your copy?

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