Claude Hopkins’ #1 Copy Strategy

And another free gift from Claude himself... ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Great Claude Almighty… Mr. Scientific Advertising, himself (Claude Hopkins) is the one who introduced me to the world of the “Original Copy Legends”... And helped me discover my burning passion for old-school ads and copy. It all started… After I read his book, “Scientific Advertising,” which you’ve likely heard of. (Below, I’ll also show you how to get it – 100% FREE.) And today… I’ll be sharing the #1 lesson I learned from Claude – and how it cured one of my “lazy copy tendencies.” Alright, enough small talk. This lesson comes straight from Chapter 7 of Scientific Advertising, titled: “Being Specific.” Here are the first two paragraphs: “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 carelessness of truth. They lead readers to discount all the statements that you make.” A simple concept, yes… But one that most copywriters overlook – me, amongst them, and even to this day… I find new opportunities to be more SPECIFIC. Hopkins goes on to explain: “People recognize a certain license in selling talk as they do in poetry. A man may say, “Supreme in quality” without seeming a liar, though one may know that other brands are equally as good. “One expects a salesman to put his best foot forward and excuses some exaggeration born of enthusiasm. But just for that reason general statements count for little. And a man inclined to superlatives must expect that his every statement will be taken with some caution.” And to deepen the concept even further, he explains: “But a man who makes a specific claim is either telling the truth or a lie. People do not expect an advertiser to lie. They know that he can’t lie in the best mediums. The growing respect for advertising has largely come through a growing regard for its truth. “So a definite statement is usually accepted. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.” Here are two examples from the new Copy Legends opt-in page: And here are 4 examples he gives (even there, I almost wrote “a few”): “Say that a tungsten lamp gives more light than a carbon and you leave some doubt. Say that it gives three and one-third times the light and people realize that you have made tests and comparisons.” ----- “A dealer may say, ‘Our prices have been reduced’ without creating any marked impression. But when he says, ‘Our prices have been reduced 25 percent’ he gets the full value of his announcement.” ----- “At one time in the automobile business there was a general impression that profits were excessive. One well-advised advertiser came out with the statement, “Our profit is 9 percent.” Then he cited actual costs on the hidden parts of a $1,500 car. They amounted to $735, without including anything one could easily see. This advertiser made a great success along those lines at that time.” ----- “Shaving soaps have long been advertised ‘Abundant lather,’ ‘Does not dry on the face,’ ‘Acts quickly,’ etc. One advertiser had as good a chance as another to impress those claims. “Then a new maker came into the field. It was a tremendously difficult field, for every customer had to be taken from someone else. He stated specific facts. He said, ‘Multiplies itself in lather 250 times.’ ‘Softens the beard in one minute.’ ‘Maintains its creamy fullness for ten minutes on the face.’ ‘The final result of testing and comparing 130 formulas.’ Perhaps never in advertising has there been a quicker and greater success in an equally difficult field.” ----- By knowing this “mental model”… While writing your sales copy, you’ll increase the credibility & believability of your message – a simple lesson with untold persuasive power. And this is only one of the lessons… You’ll discover once you own “Scientific Advertising.” If you loved the lesson of Chapter 7 above, then you’ll love many of the others (21 Chapters total.) [Want it? It's waiting for you here.]( to you learning how to deploy simplicity for maximum impact in your copy… Matt “No Duck Water Here” Bockenstette ===== P.S. – When you tap the link above... Get a load of the brand new, updated Claude Hopkins Ad Collection that now includes 429 of his most legendary ads. P.P.S. – I’ve got a special treat for you: Your next email contains one of the greatest goddamn “Origin Stories” of all the immortal ink-slingers. It’s hard to believe it’s a true story. Keep an eye out for the subject line: “The #1 Greatest Copywriter ‘Origin Story’” ==================== 🎁 Wanna Win Free Shit? 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