What is advertising?
Is it something to be considered as a work of appeal or art? Is it clever mottos or entertaining prose? Is it craftsmanship to be evaluated for an award or acknowledgment?
It’s none of the above.
Advertising is salesmanship increased.
And marketing copy, or copywriting, is salesmanship in print.
The function of a copywriter’s task is to sell. Period.
The selling is accomplished by persuasion with the composed word, just like a tv industrial sells (if done correctly) by encouraging with visuals and audio.
As Claude Hopkins wrote in his timeless classic, Scientific Advertising:
” To appropriately understand advertising or to find out even its rudiments one should start with the right conception. Hence every marketing concern need to be addressed by the salesperson’s requirements.
” Let us emphasize that point. The only function of marketing is to make sales. It is lucrative or unprofitable according to its real sales.
” It is not for basic result. It is not to keep your name before the people. It is not primarily to aid your other salesmen. Treat it as a salesman. Force it to justify itself. Compare it with other salesmen. Figure its expense and result. Accept no excuses which good salespersons do not make. Then you will not go far incorrect.
Advertising is increased salesmanship. It might appeal to thousands while the salesman talks to one. Every ad needs to be a super-salesman.
” A salesperson’s mistake might cost little. A marketer’s mistake might cost a thousand times that much. Be more mindful, more exacting, therefore. An average salesman might impact a little part of your trade. Mediocre advertising impacts all your trade.”
When they were written nearly one hundred years earlier, these points are as true today as they were!
The objective then ends up being: how can we make our marketing as efficient as possible.
The answer is to test. Test once again. Then evaluate some more.
If ad “A” gets a 2 percent response rate, and ad “B” receives three percent, then we can deduce that ad “B” will continue to outshine advertisement “A” on a bigger scale.
Checking requires time, however, and can be costly if not kept in check. It’s ideal to start with some proven checked known concepts and work from there.
If screening has shown for decades or more that targeted marketing considerably outshines untargeted advertising (and it does), then we can begin with that presumption and go from there.
If we understand based on test results that crafting an advertisement that speaks straight to a specific performs much better than addressing the masses (again, it does), then it makes little sense to begin testing with the presumption that it does not. This prevails sense.
It stands to factor that knowing some fundamental rules or techniques about writing reliable copy is in order. Test outcomes will constantly surpass everything, however it’s better to have a starting point before you test.
So this starting point is the essence of this book.
The ten tips expressed here have been generally time-tested and known to be efficient.
However I cannot stress enough that when utilizing these strategies, you need to constantly evaluate them prior to presenting a large (and pricey) project.
Sometimes a little tweak here or there is all that is needed to increase response rates considerably.
” To effectively understand advertising or to find out even its aspects one must start with the right conception. Advertising is salesmanship. Thus every marketing question ought to be answered by the salesperson’s requirements.
The only purpose of marketing is to make sales. Marketing is increased salesmanship.