Marketing Tips

Scientific Advertising – Chapter 7: Being Specific

Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever. To say, “Best in the world,” “Lowest price in existence,” etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless […]

Marketing Tips

Scientific Advertising – Chapter 5: Headlines

The difference between advertising and personal salesmanship lies largely in personal contact. The salesman is there to demand attention. He cannot be ignored. The advertisement can be ignored. But the salesman wastes too much of his time on prospects whom he can never hope to interest. He cannot pick them out. The advertisement is read […]

Marketing Tips

How a 100-year-old book could transform your B2B tech marketing effectiveness in 2023

Published in 1923, Scientific Advertising by Claude Hopkins marked a revolution in measuring the effectiveness of advertising. You may think it’s not relevant to you because you’re not involved in advertising, but in the broader sense, advertising encompasses all forms of communication designed to influence the decisions of others. Advertising includes the content of web […]