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Founders: #207 Claude Hopkins (Scientific Advertising)

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What I learned from reading Scientific Advertising by Claude Hopkins. ---- Founders Notes gives you the ability to tap into the collective knowledge of history's greatest entrepreneurs on demand. Use it to supplement the decisions you make in your work. Get access to Founders Notes here. ----Individuals come and go, but they leave their records and ideas behind them. These become a guide to all who follow.Genius is the art of taking pains. The best ads ask no one to buy. That is useless. The best ads are based entirely on service. They offer wanted information. They site advantages to users.Remember the people you address are selfish, as we all are. The care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads say in effect, “Buy my brand. Give me the trade you give to others. Let me have the money." That doesn't work.We learn that people judge largely by price. We often employ this factor. Perhaps we are advertising a valuable formula. To merely say that would not be impressive. So we state as a fact that we paid $100,000 for that formula. That statement when tried has won a w

[00:00:00] Human nature is perpetual. In most respects, it is the same today as the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them. We learn, for instance, that curiosity is one of the strongest human incentives. We employ it whenever we can. Puffed wheat and puffed rice were made successful largely through curiosity. For them, we used headlines like, Food shot from guns. [00:00:30] 125 million steam explosions caused in every kernel. These foods were failures before that factor was discovered. We learned that…

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