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.
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.