Scientific Advertising
By Claude C Hopkins

This eBook may be distributed freely!
WITH THE COMPLEMENTS OF DUNWAY ENTERPRISES

The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They site advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks.

Some of these ads seem altruistic. But they are based on the knowledge of human nature. The writers know how people are led to buy. Here again is salesmanship. The good salesman does not merely cry a name. He doesn't say, "Buy my article." He pictures the customers side of his service until the natural result is to buy.

A brush maker has some 2,000 canvassers who sells brushes from house to house. He is enormously successful in a line which would seem very difficult. And it would be for his men if they asked the house wives to buy. But they don't. They go to the door and say, "I was sent here to give you a brush. I have samples here and I want you to take your choice." The housewife is all smiles and attention. In picking out one brush she sees several she wants. She is also anxious to reciprocate the gift. So the salesman gets an order.

Another concern sells coffee, etc., by wagons in some 500 cities. The man drops in with a half-pound of coffee and says, "Accept this package and try it. I'll come back in a few days to ask how you liked it."

Even when he comes back he doesn't ask for an order. He explains that he wants the women to have a fine kitchen utensil. It isn't free, but if she likes the coffee he will credit five cents on each pound she buys until she has paid for the article. Always some service.

The maker of the electric sewing machine motor found advertising difficult. So, on good advice, he ceased soliciting a purchase. He offered to send to any home, through any dealer, a motor for one week's use. With it would come a man to show how to operate it. "Let us help you for a week without cost or obligation," said the ad. Such an offer was resistless, and about nine in ten of the trials led to sales.

So in many, many lines. Cigar makers send out boxes to anyone and say, "Smoke ten, then keep them or return them, as you wish." Makers of books, typewriters, washing machines, kitchen cabinets, vacuum sweepers, etc., send out their products without any prepayment. They say, "Use them a week, then do as you wish." Practically all merchandise sold by mail is sent subject to return.

These are all common principles of salesmanship. The most ignorant peddler applies them. Yet the salesman-in-print very often forgets them. He talks about his interest. He blazons a name, as though that was of importance.

His phrase is, "Drive people to the stores,"
and that is his attitude in everything he says.

People can be coaxed but not driven.
What ever they do they do to please themselves.

Fewer mistakes would be made in advertising if these facts were never forgotten.

2) Google Snatch - The Free Click Formula
Step By Step Blueprints To Attract Millions Of Cash Paying Visitors From Across The Internet, In Large Numbers Without Google Adwords and Without Paying A Dime In Advertising.

3) Great Newspaper Advertising
Do It Yourself Newspaper Advertising That Any Small Business Can Use To Create Highly Effective Ads.

4) $160,000 Per Month With Google AdWords
Learn The Secrets I Use To Make Over $160,000 Every Single Month By Advertising On Google AdWords.

5) Forum Equalizer
Get High Quality One-Way Links Search Engines Love Fast and Free Advertising.
We Have Located Over 100 Forums That Encourage Advertising On Their Sites.
Many Of These Sites Have High Pr Rankings And Receive Vast Amounts Of Traffic.

6) The Bum Marketing Course - Unlimited Traffic And Sales For Free!
This Course Offers A Complete Guide On How To Build A Business From Scratch Using Bum Marketing. Armed With This Knowledge, Marketers Will Never Have To Pay For Advertising Again.