Need a Little Advertising Genius in Your Ethical Marketing of EMF Products and Services?

Have you, like me, scratched your head and wondered how to make your EMF advertising standout in today ‘s marketing climate?

Modern Day Marketing Guru, Jay Abraham, who charges $5,000/hour (and up), once told me during a marketing consultation I had with him by phone, that there was one advertising book that everyone in business must read.

It was so packed full of need-to-know advice that he had read it dozens of times; in fact, it impressed him so much he considered it the inspiration behind his career – a career that launched Jay into one of the most sought after marketers of all time, with today’s pseudonym: the 21.7 billion dollar man.

Of course the dollar value of this nickname goes up continually as Jay adds another successful marketer to his list of thousands. And no wonder, when last I heard Jay was charging $50-$100,000 to write an ad for clients in addition to a percent of the profits that the ad generated.

So Jay must have gotten something really worthwhile from this 1932 classic book:

Scientific Advertising by Claude Hopkins

Hopkins strongly believed that the better way to motivate prospective consumers and clients was not through ‘fear’ factor but through ‘hope’, and this 77 page book, illustrated with several of Hopkins successful advertisements, will leave you with an uplifted sense of the positive force for good that advertising can be, and what it has to offer your business.

Jay first introduced Scientific Advertising through his Your Marketing Genius At Work newsletter that sold for $500.00 in 1986. He reprinted Claude Hopkin’s ENTIRE book in his third newsletter issue. Today, this classic book is in the public domain and I offer it you in this newsletter, still as relevant to day as ever.

David Ogilvy, another modern day marketing guru wrote an introduction to the 1960 edition of Scientific Advertising, published by Crown Publishing, New York.

In part, he said: “Nobody, at any level, 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.” 

He went on to say, “Claude Hopkins wrote it in 1923. I have given hundreds of copies to clients and colleagues”.

“Every time I see a bad advertisement, I say to myself, ‘The man who wrote this copy has never read Claude Hopkins.’

More Hopkin Disciples in the Digital Age

Many of today’s top advertising Guru’s — these with whom I have studied — John Carlton, Yanik Silver, Dan Kennedy, Eben Pagan (aka David DeAngelo), and those who come highly recommended by others: Carl Galletti, Gary Halbert, Jim Punkre, Harlan Kilstein, all mention the value of Hopkins classic book.

AND so do each one of the internet business building Guru’s that have mentored me in depth – Jeff Walker (The Product Launch Formula), Rich Schefren (Strategic Profits), Frank Kern (Behavioral Dynamic Response), Mike Filsame (Digital Marketing), and others.

And of course, I have already mentioned … the Guru to the Gurus, Jay Abraham, the highest paid business consultant in the world who’s YouTube business coaching series you can view here. Several of these coaching videos are recorded-live training events he did with one of his early proteges, Tony Robbins.

Key Points You’ll Learn in this Book

Carl Galletti marketing wizard, is the big Hopkins fan who illustrated the pdf book with many of Hopkins most successful ads to illustrate the points being made, offers his insights about what the book has to offer:

“Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them –not by arguments around a table.”

“The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales.”

“Ad-writers abandon their parts. They forget they are salesmen and try to be performers. Instead of sales, they seek applause.”

“Don’t try to be amusing. Money spending is a serious matter.”

“Whenever possible we introduce a personality into our ads. By making a man famous we make his product famous.”

“It is not uncommon for a change in headlines to multiply returns from five to ten times over.”

“Some say, ‘Be very brief. People will read but little.’ Would you say that to a salesman?”

“Brief ads are never keyed. Every trace ad tells a complete story. The more you tell the more you sell.”

“We try to give each advertiser a becoming style. He is given an individuality best suited to the people he addresses. To create the right individuality is a supreme accomplishment. Never weary of that part.”

“Platitudes and generalities roll off the human understanding like water from a duck. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.”

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