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Home::All

What is Advertising - and What Does it Mean on the Internet?

Author : Bret RIdgway

Today’s Quick Tip answers the question “What is advertising?”

“Advertising is salesmanship. The only purpose of advertising is
to make sales. It is profitable or unprofitable according to its
actual sales.”

- Claude Hopkins, one of the early masters of advertising and
author of My Life in Advertising and Scientific Advertising.

This #1 issue of Copywriting Classics Quick Tips focuses on the
late, great Claude Hopkins and how you can apply his decades old
marketing wisdom to your online efforts today.

Jay Abraham, renowned as 'America’s Number One Marketing
Wizard' said this about Hopkins. “Claude Hopkins is the master
of them all. His influence has easily added over $6 million to
my personal Income…and still counting.”

So, what else did Claude have to say about advertising in
addition to the quote above? Hopkins said “Advertising is not
for general effect. It is not to keep your name before the
people. It is not primarily to aid your other salesmen. Treat it
as a salesman. Force it to justify itself.

Compare it with other salesmen. Figure its cost and result.
Accept no excuses which good salesmen do not make. Then you will
not go far wrong.”

So how many of us do a good job of this in the online world?

Obviously the only way you can know if your advertising is
profitable is to be able to accurately track its results.

How many of us have thrown money at the concept of branding -
of keeping our name before the people? Just hoping we'd get some
results. I know I’ve been guilty of it in the past.

So when you’re getting ready to place that banner ad, or pay
for some online or offline directory listing, or bid on that
keyword at Overture.com, how are you going to track the cost and
result?

And don’t delude yourself into thinking that any advertising is
“free.” The most valuable resource any of us have in our
marketing arsenal is probably our own time.

What do you value yours at? $25 - $50 - $100 - $1000 per hour?
Or more? So be sure and include the cost of your time or whoever
you’re paying to perform that advertising task into calculating
the true cost of your advertising.

This is truer then ever in the Internet world. So, know your
costs and measure your results. There are online tools available
to help you do this, so don’t get careless or lazy. The
effectiveness of your online advertising can only be measured by
its actual sales.

Your task: Analyze all your advertising to determine its true
effectiveness. If you're not tracking your results you have to
figure out a way to do it now. Why? Because Claude told you so.

Next week – you’ll get some more thoughts from Claude Hopkins.
This time about how long you should make your ad copy in order
to make the sales. Until then, my best wishes for success in all
your marketing endeavors.

© 2002 TWI Press, Inc.

**************************************** The Copywriting
Classics Quick Tip is written by Bret Ridgway. To subscribe send
a blank email to subscribe@twipress.com . Portions of this issue
are excerpted from the Claude Hopkins’ book My Life in
Advertising/Scientific Advertising. You can locate the complete
text of Scientific Advertising in various locations online. Or,
it is available as part of the package set with My Life in
Advertising at the following page:
http://www.twipress.com/productpages/MyLifeAd.htm
****************************************

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