Claude C. Hopkins Advertising

Advertising Lessons From Claude C. Hopkins

Claude C. Hopkins is the man that popularized toothpaste with his advertising campaign for Pepsodent.

He’s the man that advertised Palmolive soap, Goodyear, and Quaker Oats and at the end of his career companies were spending over $5,000,000 per year on ads created by him.

He published his books Scientific Advertising and My Life In Advertising almost 100 years ago, but the principles in his books are even more true now than they were before. (You can read Scientific Advertising for free here).

He believed in honest and transparent advertising which is something that Reddit appreciates.

I read through both of his books 3 times.

The first time I simply went through and read it normally.

The second time I paid special attention to how he ran his campaigns, and the third time I wrote down the lessons that everyone should know if they’re going to become a successful advertiser.

You can click here to go the the TL;DR section that only contains quotes if you’re not interested in reading my commentary on the subject.

P.S.- I used this book while reading so the page numbers in the quotes correspond to the page numbers in this book. 

The 3 Key Lessons

It was difficult to determine the 3 most important lessons from the books, but I was able to narrow it down to the most useful ones.

I recommend reading this whole thing as Claude C. Hopkins is a goldmine of knowledge, but if you read anything today you should read the following 3 quotes

Advertising often looks very simple. Thousands of men claim ability to do it. And there is still impression that many men can. (281)

With the explosion of the Internet advertising became accessible to everyone.

It didn’t matter who you were or what you did as long as you had the money to spend on ads,and this led to a larger number of individuals to suffer from the Dunning-Kruger effect.

We think we’re good at something while in reality we’re average at best.

The idea that advertising is simple can also be dangerous because there are people out there who will “advertise” anything and everything for you as long as they get their money.

However, the Internet also made it much easier to split-test, keep track of your old ads, and learn new strategies and tactics.

Don’t be the person who claims to have the ability to advertise. Be the person who reads about it, learns about it, and strives to improve his ads every single day.

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Why the Altucher Idea Machine Theory Works- Scientific Proof

James-Altucher's-Choose-Yourself-Guide-to-WealthTwo months ago I read James Altucher’s The Choose Yourself Guide to Wealth and Claudia Altucher’s Become an Idea Machine.

Both of the books talk about writing down 10 different ideas every day and “stretching” your brain.

While James and Claudia Altucher both say they don’t know why it works, I think I found an answer.

Or, let’s put it this way, I read a book that had a great explanation for why their strategy works for:

  • Improving your life
  • Making your brain more efficient
  • And becoming more successful

I’ve been writing down 10 different ideas every day before going to bed, and while I’m not an “idea machine” yet, I can already see the benefits from this practice.

The Science Behind It

Make-your-Brain-SmarterOkay, you’re probably here because you want to know what scientific proof I have, right?

All of my evidence will come from the book Make Your Brain Smarter by Sandra Bond Chapman, Ph. D. but she also has a list of scientific papers as sources at the end of her book.

According to her “well-formed innovative ideas are more typically the by-product of long-standing, effortful, dynamic thinking habits and content processing patterns.”  (83)

That is a mouthful, but what she means to say is creative ideas don’t just randomly pop-out of nowhere. They’re a result of a consistent every-day practice of thinking creatively and differently.

She also says that “integrated reasoning will energize your thinking as well as increase the biological well-being of your brain” and that you’re improving your integrated reasoning when you are “form[ing] uncommon ideas, identify[ing] new problems, generat[ing] and revis[ing] workable solutions” (85).

Does that remind you of anything?

Oh that’s right!

Writing down 10 ideas per day covers all the above!

While at the beginning those ideas might not be incredibly creative and different, as you keep practicing, you will improve your integrative reasoning and thus your life.

Chapman also compares a 65 year old businessman named Mark and a 55 year old executive name Wesley.

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