Sometimes Coming Full Circle Means You Didn’t Learn The First Time

I became leery of 19th century class books after I delved into Madame Bovary.  Not to ruin it for any of you but the book is full of despair and the ending is tragic.  I needed a vacation after that.

I never read any business book published before Theodore Levitt.  What could books offer that were written before fax machines, FedEx, computers, wah wah wah.

It’s a good thing you continue living as long as you continue learning.

One of the members of my Mastermind group suggested we all read Scientific AdvertisingAnother suggested we start with his original My Life In Advertising.  They were written in the 1920s and were in the public domain.  I said okay and went to Google Books and downloaded it.  We devote a segment of our weekly meeting to discussing a couple chapters.

It is astounding!

Claude Hopkins (1866-1932) understood customers had to be pulled in through value given first. That free samples or guarantees created trust. The word of mouth advertising was far more important than a “well turned phrase”.  That people wanted to feel their vendors understood what was important to them.

Is this not social media?!

Coupons, samples, joint ventures, copywriting.  These were Hopkin’s gifts to the sales and advertising world at the turn of the 20th century.  Here we are well into the 21st century and we are returning to these simple, successful practices.

I have learned so much from Claude Hopkins that I am starting to consider him a mentor.  And how many people can you say that about 78 years after they died?

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