Claude Hopkins: Market To Individuals Not Masses
In our online marketing when we're split testing and trying to get the maximum response we have a tendency to think in terms of conversions and the next test that can increase our response.
But you need to remember you're selling to real living, breathing and loving people.
And you'll get the biggest breakthroughs by treating prospects and clients the way you like to be treated...as a special, unique individuals.
One secret is to create multiple sites for one product niched as tightly as possible to smaller groups of your best prospects.
This is not new information limited just to online marketing.
The pioneering ad man Claude Hopkins wrote about marketing to individuals in the thirties in his book "My Life In Advertising".
Here's an excerpt...
"One of the clients of J. L. Stack was Montgomery Ward & Company.
I wrote and directed their advertising. Many new merchandising plans were inaugurated.
My everlasting argument was against dealing with people in the mass.
For instance a woman wrote in about a sewing machine. She had that and nothing else on her mind.
The general plan then was to send a catalog treating all inquiries alike.
I URGED THAT EVERY INQUIRY SHOULD BE TREATED LIKE A PROSPECT WHO CAME TO A STORE.
We had a special catalog on sewing machines showing every style and price.
We sent every inquirer the names of all in her vicinity who had bought our sewing machines. We asked her to see the machines and to talk with their owners.
There I learned another valuable principle in advertising.
In a wide reaching campaign we are too apt to regard people in the mass. We try to broadcast our seed in the hope that some part will take root.
That is too wasteful to ever bring a profit. We must get down to individuals.
WE MUST TREAT PEOPLE IN ADVERTISING AS WE TREAT THEM IN PERSON. CENTER ON THEIR DESIRES.
Consider the person who stands before you with certain expressed desires.
However big your business get down to the units because those units are all that make size."
Also read...
50 Times The Profits Niche Marketing Online
How To Get Into The Mind Of Your Prospect
Gary Halbert Video: Triple Your Online Orders?
Gary Halbert Video: Triple Your Online Orders Part 2
Claude Hopkins: The Power Of Samples And Trials
Claude Hopkins: Schlitz Beer Ad
Claude Hopkins, Jay Abraham, Schlitz Beer And Preeminence
Kindest regards,
Andrew Cavanagh
More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog
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But you need to remember you're selling to real living, breathing and loving people.
And you'll get the biggest breakthroughs by treating prospects and clients the way you like to be treated...as a special, unique individuals.
One secret is to create multiple sites for one product niched as tightly as possible to smaller groups of your best prospects.
This is not new information limited just to online marketing.
The pioneering ad man Claude Hopkins wrote about marketing to individuals in the thirties in his book "My Life In Advertising".
Here's an excerpt...
"One of the clients of J. L. Stack was Montgomery Ward & Company.
I wrote and directed their advertising. Many new merchandising plans were inaugurated.
My everlasting argument was against dealing with people in the mass.
For instance a woman wrote in about a sewing machine. She had that and nothing else on her mind.
The general plan then was to send a catalog treating all inquiries alike.
I URGED THAT EVERY INQUIRY SHOULD BE TREATED LIKE A PROSPECT WHO CAME TO A STORE.
We had a special catalog on sewing machines showing every style and price.
We sent every inquirer the names of all in her vicinity who had bought our sewing machines. We asked her to see the machines and to talk with their owners.
There I learned another valuable principle in advertising.
In a wide reaching campaign we are too apt to regard people in the mass. We try to broadcast our seed in the hope that some part will take root.
That is too wasteful to ever bring a profit. We must get down to individuals.
WE MUST TREAT PEOPLE IN ADVERTISING AS WE TREAT THEM IN PERSON. CENTER ON THEIR DESIRES.
Consider the person who stands before you with certain expressed desires.
However big your business get down to the units because those units are all that make size."
Also read...
50 Times The Profits Niche Marketing Online
How To Get Into The Mind Of Your Prospect
Gary Halbert Video: Triple Your Online Orders?
Gary Halbert Video: Triple Your Online Orders Part 2
Claude Hopkins: The Power Of Samples And Trials
Claude Hopkins: Schlitz Beer Ad
Claude Hopkins, Jay Abraham, Schlitz Beer And Preeminence
Kindest regards,
Andrew Cavanagh
More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog
Products From Andrew Cavanagh:
Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?
Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City
$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)
Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business
Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells
$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7
Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client