#207 Claude Hopkins (Scientific Advertising)

#207克劳德·霍普金斯(科学广告)

Founders

商务

2021-09-26

50 分钟
PDF

单集简介 ...

What I learned from reading Scientific Advertising by Claude Hopkins.

单集文稿 ...

  • Human nature is perpetual in most respects.

  • It is the same today as the time of Caesar.

  • So the principles of psychology are fixed and enduring.

  • You will never need to unlearn what you learn about them.

  • We learn, for instance, that curiosity is one of the strongest human incentives.

  • We employed it whenever we can.

  • Puffed wheat and puffed rice were made successful largely through curiosity.

  • For them, we used headlines like food shot from guns.

  • 125 million steam explosions caused in every kernel.

  • These foods were failures.

  • Before that factor was discovered, we learned that people judge largely by price.

  • They are not experts.

  • In the British National Gallery is a painting which is announced in the catalogue to have cost $750,000.

  • Most people at first pass it by at a glance.

  • Then later they learn what the painting cost.

  • They return and surround it.

  • A department store advertised a $100 hat, and the floor could not hold the women who came to see it.

  • We often employ this factor.

  • Perhaps we are advertising a valuable formula.

  • To merely say that would not be impressive.