Internet Marketing is Direct Marketing: Reading Claude Hopkins Part 1

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.

Having been working for myself and my clients as an online marketer for about a year now, I feel as though I am moving in the right direction. Claude Hopkins, Scientific Advertising is changing my perspective as well as affirming my work up till now.

I am generally inclined to write and design messaging that is simple and clear. I have often told my clients that if a viewer is unable to discern within a few seconds what services are being offered, then the viewer is likely to leave without taking the desired action. In addition, because my design skills are limited to say the least, I make websites that are simple. I use other peoples work as much as possible and I limit myself to making design tweaks that will have the largest impact. All this is to say that I have much to learn, and that my initial inclinations, while good, need filling out. And this is where Claude Hopkins is making inroads into my thinking.

First, approach marketing with the intention of demonstrating and proving successful methods. Such methods are tested and tested and tested. Successful marketing is informed by methodical process and tracking. Method and tracking are the two most important ingredients. Having a clearly defined process that is able to flex to the results witnessed and a simple method to interpret those results are critical. I know this from my limited experience, and Hopkins makes the case for this quite convincingly. Key points to remember:

  • Make it trackable, make it provable
  • Define a process and keep it flexible
  • Test, test, test

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