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PAGE 252.
HOW I WENT FROM RAGS TO RICHES.
To give you the nitty-gritty of what it
takes to succeed online, it is important
to tell you my story. So let me share
how I got started: how I made money,
how I lost money, and how I’ve made
my F.U. Money on the Internet.
I figured out much of what. I know now
from the school of hard knocks.
In March of 1997 , I was confused as
heck. Like most people, I had no life
direction. I wasn’t sure whuat I wanted.
By that point, I’d experienced many
business failures and I was up to my
eyeballs in debt. My self-esteem was
low. Let me tell you—it was NO fun
waking up in the middle of the night
worrying about how I was going to
pay the bills.
I had read Think and Grown Rich by
Napoleon Hill. Although I had done a
lot of thinking, there wasn’t enough
riching. Then I read How to Win
Friends and Influence People by Dale
Carnegie. I just didn’t know how I
could “influence” my friends to loan
me money to pay muy bills.
I did all the things that most people do,
like buying self-help books and tapes,
going to seminars, and even walking
on hot coals. I did all the things that
the gurus teach: goal setting, positive
thinking, affirmation, visualization—all
that stuff. Most of it didn’t work for me.
I was still broke. I wasn’t making
enough money. I certainly wasn’t
fulfilling my dream.
That’s when I made a discovery that changed my entire life’s direction. I stumbled across a book in a used bookstore called Scientific
Advertising by Claude Hopkins.
The title appealed to me because all my business failures up until that point had
boiled down to one problem: lack of customers. I bought the book for three
dollars. I must have read it ten times in
a row. That book changed my life.
The book revealed to me that there’s actually a science to marketing and
attracting clients. From that point on, I
was hooked on this marketing stuff. I
started buying all the marketing books
I could get my hands on. I started
studying ads and sales letters. I
wanted to know what makes people
tick and what motivates people to buy.
Most people buy magazines to read the articles. I would buy magazines to read
the ads. People throw away their junk mail; I read my junk mail before I opened my bills.
In fact, I was getting all kinds of junk mail because I purposely ordered stuff from mail order companies so I could see different
offers and pitches. I wanted to be sold to.
HOW I ACCIDENTALLY MET MY MENTOR.
》Next》 Click
PAGE 252.
HOW I WENT FROM RAGS TO RICHES.
To give you the nitty-gritty of what it
takes to succeed online, it is important
to tell you my story. So let me share
how I got started: how I made money,
how I lost money, and how I’ve made
my F.U. Money on the Internet.
I figured out much of what. I know now
from the school of hard knocks.
In March of 1997 , I was confused as
heck. Like most people, I had no life
direction. I wasn’t sure whuat I wanted.
By that point, I’d experienced many
business failures and I was up to my
eyeballs in debt. My self-esteem was
low. Let me tell you—it was NO fun
waking up in the middle of the night
worrying about how I was going to
pay the bills.
I had read Think and Grown Rich by
Napoleon Hill. Although I had done a
lot of thinking, there wasn’t enough
riching. Then I read How to Win
Friends and Influence People by Dale
Carnegie. I just didn’t know how I
could “influence” my friends to loan
me money to pay muy bills.
I did all the things that most people do,
like buying self-help books and tapes,
going to seminars, and even walking
on hot coals. I did all the things that
the gurus teach: goal setting, positive
thinking, affirmation, visualization—all
that stuff. Most of it didn’t work for me.
I was still broke. I wasn’t making
enough money. I certainly wasn’t
fulfilling my dream.
That’s when I made a discovery that changed my entire life’s direction. I stumbled across a book in a used bookstore called Scientific
Advertising by Claude Hopkins.
The title appealed to me because all my business failures up until that point had
boiled down to one problem: lack of customers. I bought the book for three
dollars. I must have read it ten times in
a row. That book changed my life.
The book revealed to me that there’s actually a science to marketing and
attracting clients. From that point on, I
was hooked on this marketing stuff. I
started buying all the marketing books
I could get my hands on. I started
studying ads and sales letters. I
wanted to know what makes people
tick and what motivates people to buy.
Most people buy magazines to read the articles. I would buy magazines to read
the ads. People throw away their junk mail; I read my junk mail before I opened my bills.
In fact, I was getting all kinds of junk mail because I purposely ordered stuff from mail order companies so I could see different
offers and pitches. I wanted to be sold to.
HOW I ACCIDENTALLY MET MY MENTOR.
》Next》 Click
Scientific Advertising
Scientific Advertising is a book written by Claude C Hopkins in 1923 and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a "must-read" book. According to Paul Feldwick, it has sold over eight million copies.[1] David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."[2]
The book is cited as being the original description of the process of split testing and of coupon-based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot".
The book is widely considered the foundation of direct marketing.
In popular culture
In the TV-series Mad Men, season 1 episode 11, the character Peggy Olson reads Scientific Advertising to prepare herself for work. She is a copywriter.
References
- ^ Feldwick, Paul (2015). The Anatomy of Humbug. Leicestershire: Matador. p. 6. ISBN 978-1784621-926.
- ^ David Ogilvy: Ogilvy on Advertising. Pan Books (London and Sydney). 1983, p. 203 (without "at any level")
External links
- Scientific Advertising - Free Online Copy, All 21 Chapters
- Scientific Advertising - PDF version
- What Is Inbound Marketing
- How & Where To Use Keywords
- Elevate Digital Online Marketing
- Digital Marketing & Advertising Agency
- Scientific Advertising - Best Picks - Joshua Bains
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