My Life in Advertising and Scientific Advertising

1. Scientific Advertising: Establish Principles Through Testing

"The 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."

Test and measure. Successful advertising is not based on guesswork or creativity alone, but on rigorous testing and analysis of results. By comparing different approaches and measuring their effectiveness, advertisers can establish fixed principles that consistently deliver results.

• Key elements to test:
  • Headlines
  • Copy length and style
  • Offers and calls-to-action
  • Visual elements

Track everything. Use keyed ads and coupons to trace responses and sales back to specific advertisements. This data allows you to calculate the cost per customer acquisition and return on investment for each campaign, guiding future decisions.

Evolve continuously. As markets and consumer behaviors change, continue testing to refine your approach. What worked yesterday may not work tomorrow, so stay vigilant and adaptable.

2. Effective Advertising is Salesmanship in Print

"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."

Adopt a salesperson's mindset. When crafting advertisements, imagine you're speaking directly to a potential customer. Your goal is not to entertain or impress, but to persuade and sell.

• Key qualities of good salesmanship in advertising:
  • Clear, concise language
  • Focus on customer benefits
  • Addressing objections
  • Strong call-to-action

Measure advertising like sales performance. Just as you would evaluate a salesperson based on their results, judge your advertisements by their ability to generate leads and sales. Don't be swayed by creative awards or personal preferences – let the numbers speak for themselves.

3. Offer Service, Not Self-Interest

"Remember that the people you address are selfish, as we all are. They care nothing about your interest or your profit. They seek service for themselves."

Focus on the customer's needs. Instead of boasting about your company or product, demonstrate how you can solve the customer's problems or improve their life. This customer-centric approach is far more compelling than self-promotion.

• Ways to emphasize service:
  • Highlight product benefits, not just features
  • Offer free trials or samples
  • Provide valuable information or tools
  • Demonstrate your expertise and willingness to help

Create value before asking for the sale. By offering something of value upfront, you build trust and reciprocity, making the customer more likely to engage with your brand and ultimately make a purchase.

4. Learn from Mail Order Advertising

"Mail order advertising tells a complete story if the purpose is to make an immediate sale. You see no limitations there on amount of copy."

Study successful mail order ads. These advertisements must generate direct sales to be profitable, making them excellent models of effective copywriting and offer structure.

Key lessons from mail order advertising:

• Use long-form copy to tell a complete story
• Include specific details and proof points
• Make a clear and compelling offer
• Use coupons or other response mechanisms

Apply mail order principles broadly. While not all advertising aims for immediate sales, the direct and persuasive techniques of mail order can improve the effectiveness of brand-building and awareness campaigns as well.

5. Craft Compelling Headlines to Target Your Audience

"The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, 'Hey there, Bill Jones' to get the right person's attention."

Grab attention selectively. Your headline should act as a filter, attracting your ideal prospects while allowing others to pass by. This targeted approach ensures you're not wasting resources on uninterested parties.

Elements of effective headlines:

• Speak directly to your target audience
• Promise a specific benefit or solution
• Arouse curiosity or offer news
• Use power words that evoke emotion

Test multiple headlines. The headline is often the most important element of your advertisement. Experiment with different approaches to find what resonates best with your audience.

6. Understand Consumer Psychology to Drive Action

"Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them."

Leverage timeless psychological principles. While products and markets change, human nature remains largely constant. Understanding and applying psychological triggers can significantly boost the effectiveness of your advertising.

Key psychological principles to apply:

• Reciprocity: Offer something of value to encourage reciprocation
• Social proof: Show that others are using and benefiting from your product
• Scarcity: Create a sense of urgency or limited availability
• Authority: Demonstrate expertise or get endorsements from respected figures

Appeal to emotions and rationalize with logic. Most purchasing decisions are driven by emotion, then justified with logic. Craft your messaging to engage both the heart and the mind of your audience.

7. Be Specific and Factual in Your Claims

"Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever."

Use concrete facts and figures. Vague claims like "best quality" or "superior service" are easily ignored. Instead, provide specific, measurable benefits that set your product apart.

Examples of specific claims:

• "Reduces energy consumption by 27%"
• "Saves the average user 3 hours per week"
• "Trusted by over 10,000 businesses worldwide"

Back up your claims with evidence. Whenever possible, support your statements with data, testimonials, or third-party validation. This builds credibility and helps overcome skepticism.

8. Tell Your Full Story in Every Ad

"Whatever claim you use to gain attention, the advertisement should tell a story reasonably complete."

Don't assume multiple exposures. While you may plan a series of ads, each individual advertisement should stand on its own. Assume that this may be your only chance to convince the reader.

Elements of a complete advertising story:

• Clear explanation of the product or service
• Unique selling proposition (USP)
• Key benefits and features
• Proof points or testimonials
• Call-to-action

Balance comprehensiveness with readability. While you want to include all essential information, avoid overwhelming the reader. Use clear organization, subheadings, and visual elements to make the ad easy to scan and digest.

9. Use Art and Pictures Strategically

"Pictures should not be used merely because they are interesting. Or to attract attention. Or to decorate an ad. We have covered these points elsewhere. Ads are not written to interest, please or amuse."

Make visuals work hard. Every image in your advertisement should serve a specific purpose, whether it's demonstrating the product, illustrating a benefit, or evoking an emotional response.

Effective uses of visuals in advertising:

• Show the product in use
• Before and after comparisons
• Diagrams explaining how the product works
• Portraits of satisfied customers

Balance art and copy. While striking visuals can grab attention, ensure they don't overshadow or contradict your message. The art and copy should work together harmoniously to convey your key points.

10. Avoid Costly Mistakes by Knowing Your Market

"There are some things we know of which might possibly be sold to half the homes in the country. A Dakin-fluid germicide, for instance. But the consumption would be very small. A small bottle might last for years. Customers might cost $1.50 each. And the revenue per customer might not in ten years repay the cost of getting."

Calculate customer lifetime value. Before launching a major advertising campaign, estimate how much a typical customer is worth to your business over time. This helps determine how much you can afford to spend on customer acquisition.

Factors to consider in market analysis:

• Market size and potential reach
• Average purchase value and frequency
• Customer retention rates
• Competitors and substitutes

Identify and focus on profitable segments. Not all potential customers are equally valuable. Concentrate your efforts on the segments that offer the best return on your advertising investment.

11. Gather Comprehensive Information Before Advertising

"An advertiser, to have a chance at success, must gain full information on his subject. The library of an advertising agency should have books on every line that calls for research. A painstaking advertising man will often read for weeks on some problem which comes up."

Become an expert on your product and market. Thorough research not only helps you create more compelling advertisements but also helps you identify unique selling points and opportunities that your competitors might miss.

Areas to research:

• Product features and benefits
• Target audience demographics and psychographics
• Competitive landscape
• Industry trends and regulations

Leverage multiple information sources. Combine data from market research, customer surveys, sales data, and industry reports to build a comprehensive understanding of your advertising challenge.

12. Develop a Strategic Approach to Advertising Campaigns

"Advertising is much like war, minus the venom. Or much, if you prefer, like a game of chess. We are usually out to capture others' citadels or garner others' trade."

Plan your campaign like a military operation. Develop a clear strategy, identify your objectives, assess your resources, and anticipate potential obstacles and competitor responses.

Key elements of an advertising strategy:

• Clear definition of target audience
• Unique selling proposition (USP)
• Key messages and brand positioning
• Media selection and budget allocation
• Metrics for measuring success

Remain flexible and adaptive. While having a solid plan is crucial, be prepared to adjust your strategy based on market feedback and campaign performance. Continual optimization is key to long-term advertising success.

Last updated: July 29, 2024