Reading Claude Hopkins: Chapter 2

Just Salesmanship. Every time I think too much about a website, copy, the use of graphics, I forget that marketing is just salesmanship. Hopkins says:

The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.

Advertising is multiplied salesmanship.

A mediocre salesman may affect a small part of your trade. Mediocre advertising affects all of your trade.

One must be able to express himself briefly, clearly and convincingly, just as a salesman must.

Many of the ablest men in advertising are graduate salesmen.

The only readers we get are people whom our subject interests. No one reads ads for amusements, long or short. Consider them as prospects standing before you, seeking for information. Give them enough to get action.

When you plan or prepare an advertisement, keep before you a typical buyer. Your subject, your headline has gained his or her attention. Then in everything be guided by what you would do if you met the buyer face-to-face.

The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else.

This book will contain no more important chapter than this one on salesmanship. The reason for most of the non-successes in advertising is trying to sell people what they do not want. But next to that comes lack of true salesmanship.

I have read this book three times now and this chapter continues to have the most impact on my thinking. This chapter informs everything else to come.

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