My Life in Advertising - notes fr. Ch. 4 & 5
Here are the condensed notes:
Ch 4. How I got my start in advertising.
met and talked to bissell. worked til 2am back at 8am.tremendous worker.
early stage cant judge by results. the real men judge by our love of work
p41. Feb 18____ started work at Bissell carpet sweeper co.
learned the expense side (bookkeeper) vs profit side.
john e powers - adv writer for John Wanamaker.told truth. in a rugged and fascinating way. dramatic advertising.
**immediatley measured up situation.
truth. created a sensation.
Hopkins 1st promo. ”The Queen of Christmas Presents”response: 1,000 orders on 5,000 mailed.
p45. display rack. and cards. offered free for christmasnot as gift, but as reward. not then, or ever then have i asked a purchase. useless. offered service. reqd signed agreement.
studied forestry as a boy. offered sweepers in 12 diff woods.
i am talking to women. they are not mechanics talk things they will understandand appreciate.
sweepers by letter.
p47 - text/verbage to sweeper promo.
offered privlege. not inducement. appeared as a benefactor, not a salesman.
*** i care not what it is. usual advertising was impossible. only diff lies in his conceptions.
pullman car - visited factory
arouse curiosity. no other activating factor compares wi/curiosity.
privilage of buying.
Ch 5 larger fields.
swift & company, packers chicago.
interview wi/106 applicants
please write I.H. Rich, say what you think of Claude Hopkins.
p56. (late 1894 early 1895)
Grand Rapids Herald - wrote articles on adv — signed articles published his picture.
3 weeks of daily bombardment.
Mr. Swifts conception adv - signs on refrigerator cars
annual calenders.
cotosuet vs cottolene
analyze myself. I created sensations. I presented enticing ideas. I did not say to people
buy my brand instead of the other fellow’s. I offered inducements led them to buy.
apply those principles.
the largest cake in the world. made with cotosuet. half page ads. announcing the
biggest cake in the world. 105,000
offered samples. guessers bought cotosuet.
repeated this. cake show. baker. decorator. 3 demonstrators. and myself.
cleveland cotosuet. date?? <see newspaper for coverage>
*** no argument can compare wi/one dramatic demonstration
sell the goods. sample and demonstrate. more attractive make demo
arouse enthusiasm in simple people.
