#170 Claude Hopkins (A Life in Advertising)

#170克劳德·霍普金斯(广告生涯)

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商务

2021-03-08

1 小时 19 分钟
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单集简介 ...

What I learned from reading My Life in Advertising by Claude Hopkins.

单集文稿 ...

  • This book is not written as a personal history, but as a business story.

  • I have tried to confine myself to matters of instructive interest.

  • The chief object behind every episode is to offer helpful suggestions to those who will follow me and to save them some of the midnight groping which I did.

  • Any man who, by a lifetime of excessive application, learns more about anything than others owes a statement to successors.

  • The results of research should be recorded.

  • Every pioneer should blaze his trail.

  • That is all I've tried to do.

  • My only claim for credit is that I have probably worked twice as long as anybody else in this field.

  • I have lived for many years in a vortex of advertising.

  • Naturally, I learn more from experience than those who've had a lesser chance.

  • Now I want that experience so far as possible to help others avoid the same difficult climb.

  • I set down these findings solely for the purpose of aiding others to start far up the heights I scaled.

  • There is nothing to be gained for myself, save the satisfaction.

  • Had someone set down a record like this when I began, I would have blessed him for it.

  • Then, with the efforts I here describe, I might have attained some peaks in advertising beyond any of us.

  • Now may I live to see others do that?

  • That is Claude Hopkins describing the why behind writing his autobiography.

  • And that's an excerpt from the book that I'm going to talk to you about today, which is my life in advertising, written by Claude Hopkins.

  • Okay, so before I jump back into the book, let me quickly tie this into everything else that we've been learning.

  • Last week I did another biography on David Ogilvy.