A historical curiosity and not scientific in any way. Has its charms, but most can safely avoid.
Hopkins opens with a statement similar to what people will still make, and argue over, today:
“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic laws.” (Page 5)
The irony is there’s absolutely no science here, either in this statement or in the rest of the book. It’s almost entirely opinion. It’s kind of hilarious and shocking that some people rave about this book still being worth reading when it spouts total quackery like this in the first five pages. It is to marketing what bloodletting was to the medical profession.
However, while this is opinion with zero science, Hopkins claims great success in his career from something he calls “keyed returns,” i.e. coupons that allow advertisers to track ad performance. This is the prototypical cookie, pixel, or UTM.
So there is some level of measurement here, which is better than nothing but still isn’t really science. People still make this mistake today, equating the mere existence of data and its use to science when it’s anything but. As for the application of any principles that might be recognized as “the scientific method,” there are none.
The rest of the book falls into the category of generic advice, which I’ll outline below.
“A salesman's mistake may cost little. An advertising mistake may cost a thousand times as much. Be more cautious, more exacting, therefore” (Page 10)
Don’t get fancy, but be clear and straightforward just like any salesperson will be. The job of marketing is to make more sales
You don’t always need to be brief; you can elaborate more for the person you have caught the attention of. So when writing, always consider the POV of your reader as an individual. What interests them in their specific situation? Do not write to the masses, write to that one person.
“Remember the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves.” (Page 15)
Never ask for a sale, but instead give people something for free. Give them something useful. You will activate the human urge for reciprocity.
“People can be coaxed but not driven. Whatever they do they do to please themselves.” (Page 17)
“The salesman is there to demand attention. He cannot well be ignored. The advertisement can be ignored. But the salesman wastes much of his time on prospects whom he never can hope to interest. He cannot pick them out. The advertisement is read only by interested people who, by their own volition, study what we have to say. The purpose of a headline is to pick out people you can interest.” (Page 24)
We, when we are buyers, can decide what we want to read or pay attention to. Much of this (in copywriting) depends on the quality of the copy that we write in our headlines. Does it get someone’s attention? Nobody reads a whole newspaper, but they might read the small part of it that has your headline over it.
“Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So, the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” (Page 28)
[...the above of course assumes that you’ve used any, er, actual science to do it. Which Hopkins has not.]
“Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever.” (Page 33)
If everyone else is saying something, who cares? Specific > general.
“When you once get a person's attention, then is the time to accomplish all you can ever hope with him. Bring all your good arguments to bear. Cover every phase of your subject. One fact appeals to some, one to another. Omit any one and a certain percentage will lose the fact which might convince.” (Page 37)
Imagine you hook someone and get them interested. You now have an opportunity to give them more information, so make sure you do: give them everything and go as deep as you can to give them the full story in the space you have available.
“One may gain attention by wearing a fool's cap. But he would ruin his selling prospects.” (Page 42)
The creative doesn’t have to be amazing, either.
“The general rule applies. Do nothing to merely interest, amuse, or attract. That is not your province. Do only that which wins the people you are after in the cheapest possible way.” (Page 44)
[This chapter was underwhelming.]
You cannot hope to change behavior at scale. It takes forever, if it works at all. So don’t bother.
Know as much as you can about your field when advertising in it. Read and learn voraciously.
“In successful advertising great pains are taken to never change our tone. That which won so many is probably the best way to win others. Then people come to know us. We build on that acquaintance rather than introduce a stranger in strange guise. People do not know us by name alone, but by looks and mannerisms. Appearing different every time we meet never builds up confidence.” (Page 75)
There were more sections covered in this book I didn’t take notes on because they were more specific to the time and mostly irrelevant today (e.g. distribution, dealers, letter writing, etc.)
I send updates to a few hundred people anytime I've got something worth sharing. New articles, new book notes, new commentary.
