Claude C. Hopkins Carl Galletti
PO Box 3934 Sedona, AZ 86340 mailto:Carl@AdSecrets.com Web Sites: http://www.CarlGalletti.com http://www.AdSecrets.com http://www.CopyCoach.com http://www.InternetMarketingSuperConference.com
This illustrated edition: Copyright © 2003 by Carl Galletti Distributed by
Chapter 1 How Advertising Laws Are EstablishedThe 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 method of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble, has thus become, under abledirection, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. Ifwe enter any realms of uncertainty we shall carefully denote them. The present status of advertising is due to many reasons. Much national advertising has long been handled by large organizations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessonshave been lost. Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in co-operation, learning from each other and from each new undertaking, some of these men develop into masters. Individuals may come and go, but they leave their records and ideas behind them. These become a part of the organization's equipment,and a guide to all who follow. Thus, in the course of decades, such agencies become storehouses of advertising experiences, proved principles, and methods.
The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearing house forevery thing pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We learn the principles and prove themby repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle. Mail order advertising is traced down to the fraction of a penny. The cost per reply and cost per dollar of sale show up withutter exactness. One ad is compared with another, one method with another. Headlines, settings, sizes, arguments and pictures are compared. To reduce the cost of results even one per cent means much in some mail order advertising. So no guesswork is permitted. One must know what is best. Thus mail order advertising first established many of our basic laws. In lines where direct returns are impossiblewe compare one town with another. Scores of methods may be compared in this way, measured by cost of sales. But the most common way is by use of the coupon. We offer a sample, a book, a free package, or something to induce direct replies. Thus we learn the amount of action which each ad engenders. But those figures are not final. One ad may bring too many worthless replies, another replies that...