A few years later, he was approached by Dr.
Posted: Wed Dec 04, 2024 7:04 am
history of copywriting Theodore McManus Penalty of Leadership Easy Web Marketing
The Penalty of Leadership campaign by copywriter Theodore McManus.
“ The leader is attacked because he is a leader and the effort to match him is simply further evidence of that leadership. ”
Theodore McManus
The article appeals to the disadvantage of being a market leader because you are perpetually exposed to the attacks of the competition. And failing to match or excel, the competitor tries to depreciate and destroy the sector.
Claude C. Hopkins (1866 – 1932)
In contrast to McManus, Claude Hopkins was the main exponent of the chinese overseas asia phone number data school of Hard Selling copywriting. A method of advertising and copywriting that aims to present the product in a direct manner. Few stylistic or aesthetic frills or a lot of content.
Hopkins demonstrated the effectiveness of several techniques and formulas that we still use today. Early in his career, he worked as an accountant for a company that sold carpet cleaning products, Bissell Carpet Sweeper .
During the Christmas holidays, Hopkins decided to offer shopkeepers a free brush and asked them to display some advertising material in their shop in exchange .
For the grand opening of a department store of Swift , a Chicago canning company, he organized an event where the world's largest cake would be baked using the company's lard instead of butter.
Shoop to promote his cough remedy , which had been unsold until then. On this occasion, Hopkins came up with the money-back guarantee formula , aiming to spread the product with a direct consumer approach.
history of copywriting Claude C Hopkins beer Schiltz Easy Web Marketing
One of Claude Hopkins' campaigns for Schiltz beer, "the beer that made Milwaukee famous."
As a top copywriter for the JL Stack Advertising Agency , Hopkins created one of his most successful campaigns, for Schlitz beer , in which he demonstrated the importance of the reason why .
He did not limit himself to affirming the quality of the product, but explained what factors made Schlitz a high-quality beer . Preparation methods and ingredients were described in great detail.
The result? Schlitz took over the market with the slogan “the beer that made Milwaukee famous.”
“ Advertising exists for the sole purpose of selling and profit. Therefore the message must be clear, concise, without turns of phrase or artifice .”
Claude C. Hopkins
This is the legacy written in 1923 by Hopkins in his masterpiece Scientific Advertising .
Robert Collier (1885 – 1950)
Collier is better known for his book The Secret of the Ages and his membership in the New Tought than for his fame as a copywriter. However, it is for his Sales Letters that he is known in the advertising world.
The Penalty of Leadership campaign by copywriter Theodore McManus.
“ The leader is attacked because he is a leader and the effort to match him is simply further evidence of that leadership. ”
Theodore McManus
The article appeals to the disadvantage of being a market leader because you are perpetually exposed to the attacks of the competition. And failing to match or excel, the competitor tries to depreciate and destroy the sector.
Claude C. Hopkins (1866 – 1932)
In contrast to McManus, Claude Hopkins was the main exponent of the chinese overseas asia phone number data school of Hard Selling copywriting. A method of advertising and copywriting that aims to present the product in a direct manner. Few stylistic or aesthetic frills or a lot of content.
Hopkins demonstrated the effectiveness of several techniques and formulas that we still use today. Early in his career, he worked as an accountant for a company that sold carpet cleaning products, Bissell Carpet Sweeper .
During the Christmas holidays, Hopkins decided to offer shopkeepers a free brush and asked them to display some advertising material in their shop in exchange .
For the grand opening of a department store of Swift , a Chicago canning company, he organized an event where the world's largest cake would be baked using the company's lard instead of butter.
Shoop to promote his cough remedy , which had been unsold until then. On this occasion, Hopkins came up with the money-back guarantee formula , aiming to spread the product with a direct consumer approach.
history of copywriting Claude C Hopkins beer Schiltz Easy Web Marketing
One of Claude Hopkins' campaigns for Schiltz beer, "the beer that made Milwaukee famous."
As a top copywriter for the JL Stack Advertising Agency , Hopkins created one of his most successful campaigns, for Schlitz beer , in which he demonstrated the importance of the reason why .
He did not limit himself to affirming the quality of the product, but explained what factors made Schlitz a high-quality beer . Preparation methods and ingredients were described in great detail.
The result? Schlitz took over the market with the slogan “the beer that made Milwaukee famous.”
“ Advertising exists for the sole purpose of selling and profit. Therefore the message must be clear, concise, without turns of phrase or artifice .”
Claude C. Hopkins
This is the legacy written in 1923 by Hopkins in his masterpiece Scientific Advertising .
Robert Collier (1885 – 1950)
Collier is better known for his book The Secret of the Ages and his membership in the New Tought than for his fame as a copywriter. However, it is for his Sales Letters that he is known in the advertising world.