Claude Hopkins on Salesmanship and Relationship Building in Advertising

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When we last visited Claude Hopkins, I indicated we would pick up with his second chapter of his book “Scientific Advertising”, which is based on salesmanship. In this chapter he also speaks to an extent to understanding and building a relationship with the customer.

While the language is somewhat out of date, I do think the thinking behind the language fits in well with our current digital world thinking on relationship building, personalization and getting to know the customer.

Initially he indicates that advertising is salesmanship, and that the “only purpose of advertising is to make sales”. He further argues “that it is not to keep your name in front of people” There are some other thoughts that he expresses, but it is obvious that he is a direct marketer and did not think much of institutional advertising.

I agree with this. But he also goes on to talk about the way that that is accomplished: through thinking of customers as people and taking their perspective, not your own. In his own words: “Don’t think of people in mass…think of the typical individual that you would want to sell” and “The advertising man (or woman) studies the consumer. He tries to place himself in the place of the buyer.” He felt that ads were often written more to please the seller than the buyer. Claude always believed the buyer (or the customer) should come first.

This is very much in keeping with what we try to accomplish today with much better tools than Claude ever had. According to emarsys,  “There are 3 strategic objectives that digital marketers need to set and measure in order to generate revenue.

The 3 strategic objectives are:

  1. Convert leads into buying customers
  2. Increase the LTV (Life time Value) of your customers
  3. Win-back inactive and lost customers“ (emarsys, n.d.)

They argue that everything we do should be oriented to one or more of these objectives. As we work through Claude, we will see that he would appreciate this thinking. All three objectives align with points that he makes related to direct marketing. Advertising should be convincing and that the appropriate points must be made at the appropriate point in the sales cycle.

Next time we will look at Claude’s views on service…

Emarsys (n.d.) 3 Strategic Goals Of Digital Marketing. Retrieved from: https://www.emarsys.com/en/resources/blog/3-strategic-goals-digital-marketing-ohad-hecht/

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