Introducing Claude Hopkins. Direct Response Copywriter Email Archive May 2019.

May 2019

Copywriters You Should Know. Claude Hopkins.

Claude Hopkins was a copywriter and direct marketing specialist. He lived from 1866 to 1932. You’ve likely heard of his books, Scientific Advertising and My Life in Advertising. They appeared in 1923 and 1927 respectively.

So we’re somewhat close to the 100th anniversary of Scientific Advertising.

Want proof that Claude Hopkins knew what he was talking about? An advertising agency reputedly paid Hopkins $400,000 a year … IN THE 1920s! I’ve read a figure of $140,000 per year but who cares? He must have been getting epic results to justify that whopping salary. That’s almost $6 million in today’s cash.

Technology and platforms have changed since the 1920s but EVERYTHING that Hopkins wrote in his books is totally salient TODAY.

Sometimes I’ll meet someone in advertising or marketing and I’ll ask them what they think about Scientific Advertising. If I get a blank stare then I know they’re not likely a good client. I wonder if the book is required reading at business schools. It should be.

I dip into both books periodically. I recommend everyone understand the work of Hopkins on a professorial level.

Hopkins hugely influenced the generation of direct marketers that enjoyed huge success in the 1950s, 1960s, and 1970s. People like David Ogilvy. He said that everyone should read Scientific Advertising nine times before practicing in the fields of advertising and marketing.

What do I take from the work of Claude Hopkins?

CLARITY.

Spend some time reading his work and you’ll discover that the offer is ALWAYS crystal clear. You know precisely what you’re getting for your money.

To me, clarity is one of the fundamentals of direct response copywriting. It’s way underrated, especially to those who believe in ‘creativity.’

I don’t want to be creative. I want to be clear.

Want to see some of his work? Just Google, ‘examples of Claude Hopkins work’ and you’ll see clarity and simplicity.

Works for me.

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You can buy the two books by Claude Hopkins for less than $10 on Amazon.

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An Easy Way to Determine if You Should Attend a Copywriting Event

It might just be me but I’m seeing a rise in the number of events targeted at copywriters. There’s one in Poland … of all places. Plus AWAI has two boot camps now. And I just got a link to an event where, on the first day, I’ll discover everything I need to know about …

"Second Self, Matrix, and Plotting."

Know what that means?

I don’t either.

Over the years, I’ve come up with a predictable way to determine if an event will be worth the significant investment.

Is the copy any good?

I recently saw the copy for an event in a foreign land and the copy was poor. Why should I attend an event that’s supposed to help me be a better copywriter when the copy makes fundamental errors? It would take me $2,000 just to get to this event. Then $2,000 to attend. Plus hotel. Plus plus plus ...

Some of the speakers is good. But I have zero respect for another. Spend $5,000 to hear him? Or spend $10 for a Claude Hopkins book?

The copy for AWAI’s boot camp is very good. Thus it’s no surprise it’s a great event, especially if you’re just getting started in copywriting.

For another event, the event organizers decided it was a great idea to set black type on what can only be described as a ‘diarrhea color’ background. So the copy is difficult to read and the sales page looks awful.

In direct marketing, we know, based on data, that you always set body copy with black type on a white background.

I also take a close look at the speakers and how they’re presented. I routinely see the same people, along with copy that goes, “You’ll get to hear world-famous copywriter John Smith, who rarely speaks at events like this.” And yet ‘John Smith’ regularly shows up at events. John Smith had some success 25 years ago and is now famous simply for being famous.

Why should I attend an event when the copy is poor, difficult to read, and riddled with lies?

Did Claude Hopkins lie? No. He researched his product and market, found the facts that were salient to the prospects, tested like crazy, and helped his clients succeed. It’s extremely clear, really.

All the best,

Scott Martin Direct Response Copywriter