Jay Abraham, Claude Hopkins, Schlitz Beer And Preeminence
Marketing consultant Jay Abraham is very fond of stressing the importance of gaining "preeminence" in your prospects' minds.
When your prospect thinks of your industry you want them to think of you first.
If you're selling dog training information when they think of dog trainers you want them to think of you.
You gain preeminence by being the first to explain a valuable concept to your prospect.
If you were selling dog training information you might be the first to explain that ignoring a dog puts you up the social pecking order in a dog's mind and can make dogs more submissive to you.
Every time your prospect uses this valuable piece of information to "tame" an annoying dog he'll think of you...the master dog trainer.
And your prospect will be far more likely to go to you first when he's looking for more dog training information.
And he'll be willing to pay a premium for that information...because he KNOWS you're the master...the leader in your field.
The copywriter and advertising pioneer Claude Hopkins told this great story about how to build preeminence in his book "My Life In Advertising"...
"Schlitz Beer was another advertising campaign which I handled for J.L.Stack. Schlitz was then in fifth place.
All brewers at that time were crying "Pure". They put the word "Pure" in larger letters.
Their claim made about as much impression on people as water makes on a duck.
I went to brewing school to learn the science of brewing, but that helped not at all. Then I went to the brewery.
I saw plate-glass rooms where beer was dripping over pipes, and I asked the reason for them. They told me those rooms were filled with filtered air, so the beer could be cooled in purity.
I saw great filters filled with wood pulp. They explained how that filtered the beer.
They showed me how they cleaned every pump and pipe, twice daily, to avoid contaminations. How every bottle was cleaned four times by machinery.
They showed me artesian wells, where they went 4,000 feet deep for pure water, though their brewery was on Lake Michigan.
They showed me the vats where beer was aged for six months before it went out to the user.
They took me to their laboratory and showed me the original mother yeast cell. It had been developed by 1,200 experiments to bring out the utmost in flavor.
All of the yeast used in making Schlitz Beer was developed from that original cell.
I came back to the office amazed. I said: "Why don't you tell people those things? Why do you merely try to cry louder than others that your beer is pure? Why don't you tell the reasons?"
"Why," they said, "the processes we use are just the same as others use. No one can make good beer without them."
"But," I replied, "others have never told the story. It amazes everyone who goes through your brewery. It will startle everyone in print."
So I pictured in print those plate-glass rooms and every other factor in purity. I told a story common to all good brewers, but a story which had never been told. I gave purity a meaning.
Schlitz jumped from fifth place to neck and neck with first place in a very few months.
That campaign remains to this day one of my greatest accomplishments. But it also gave me the basis for many another campaign.
Again and again I have told simple facts, common to all makers in the line - too common to be told. But they have given the article first allied with them an exclusive and lasting prestige.
The situation occurs in many, many lines. The maker is too close to his own product.
He sees in his methods only the ordinary.
He does not realize that the world at large might marvel at those methods, and that facts which seem commonplace to him might give him vast distinction.
That is a situation which occurs in most advertising problems. The article is not unique. It embodies no great advantages.
Perhaps countless people can make similar products. BUT TELL THE PAINS YOU TAKE TO EXCEL.
TELL FACTORS AND FEATURES WHICH OTHERS DEEM TOO COMMONPLACE TO CLAIM. YOUR PRODUCT WILL COME TO TYPIFY THOSE EXCELLENCIES.
If others claim them afterward it will only serve to advertise you.
There are few advertised products which can't be imitated. Few who dominate a field have any exclusive advantage.
They were simply the first to tell convincing facts."
Also read...
Famous David Ogilvy TV Ad
Jay Abraham Video: How To Add Value To Information Products
Multiply The Impact Of Your Sales Message
Why Is Story Telling So Effective?
Claude Hopkins Schlitz Beer Ad
Jay Abraham Luger Sales Letter 20% Response
Claude Hopkins: Market To Individuals Not Masses
Claude Hopkins: The Power Of Samples And Trials
FREE Jay Abraham pdf
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
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By Selling A 30 Page Report For $7
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As A Copywriter And How To Land Your First Copywriting Client
When your prospect thinks of your industry you want them to think of you first.
If you're selling dog training information when they think of dog trainers you want them to think of you.
You gain preeminence by being the first to explain a valuable concept to your prospect.
If you were selling dog training information you might be the first to explain that ignoring a dog puts you up the social pecking order in a dog's mind and can make dogs more submissive to you.
Every time your prospect uses this valuable piece of information to "tame" an annoying dog he'll think of you...the master dog trainer.
And your prospect will be far more likely to go to you first when he's looking for more dog training information.
And he'll be willing to pay a premium for that information...because he KNOWS you're the master...the leader in your field.
The copywriter and advertising pioneer Claude Hopkins told this great story about how to build preeminence in his book "My Life In Advertising"...
"Schlitz Beer was another advertising campaign which I handled for J.L.Stack. Schlitz was then in fifth place.
All brewers at that time were crying "Pure". They put the word "Pure" in larger letters.
Their claim made about as much impression on people as water makes on a duck.
I went to brewing school to learn the science of brewing, but that helped not at all. Then I went to the brewery.
I saw plate-glass rooms where beer was dripping over pipes, and I asked the reason for them. They told me those rooms were filled with filtered air, so the beer could be cooled in purity.
I saw great filters filled with wood pulp. They explained how that filtered the beer.
They showed me how they cleaned every pump and pipe, twice daily, to avoid contaminations. How every bottle was cleaned four times by machinery.
They showed me artesian wells, where they went 4,000 feet deep for pure water, though their brewery was on Lake Michigan.
They showed me the vats where beer was aged for six months before it went out to the user.
They took me to their laboratory and showed me the original mother yeast cell. It had been developed by 1,200 experiments to bring out the utmost in flavor.
All of the yeast used in making Schlitz Beer was developed from that original cell.
I came back to the office amazed. I said: "Why don't you tell people those things? Why do you merely try to cry louder than others that your beer is pure? Why don't you tell the reasons?"
"Why," they said, "the processes we use are just the same as others use. No one can make good beer without them."
"But," I replied, "others have never told the story. It amazes everyone who goes through your brewery. It will startle everyone in print."
So I pictured in print those plate-glass rooms and every other factor in purity. I told a story common to all good brewers, but a story which had never been told. I gave purity a meaning.
Schlitz jumped from fifth place to neck and neck with first place in a very few months.
That campaign remains to this day one of my greatest accomplishments. But it also gave me the basis for many another campaign.
Again and again I have told simple facts, common to all makers in the line - too common to be told. But they have given the article first allied with them an exclusive and lasting prestige.
The situation occurs in many, many lines. The maker is too close to his own product.
He sees in his methods only the ordinary.
He does not realize that the world at large might marvel at those methods, and that facts which seem commonplace to him might give him vast distinction.
That is a situation which occurs in most advertising problems. The article is not unique. It embodies no great advantages.
Perhaps countless people can make similar products. BUT TELL THE PAINS YOU TAKE TO EXCEL.
TELL FACTORS AND FEATURES WHICH OTHERS DEEM TOO COMMONPLACE TO CLAIM. YOUR PRODUCT WILL COME TO TYPIFY THOSE EXCELLENCIES.
If others claim them afterward it will only serve to advertise you.
There are few advertised products which can't be imitated. Few who dominate a field have any exclusive advantage.
They were simply the first to tell convincing facts."
Also read...
Famous David Ogilvy TV Ad
Jay Abraham Video: How To Add Value To Information Products
Multiply The Impact Of Your Sales Message
Why Is Story Telling So Effective?
Claude Hopkins Schlitz Beer Ad
Jay Abraham Luger Sales Letter 20% Response
Claude Hopkins: Market To Individuals Not Masses
Claude Hopkins: The Power Of Samples And Trials
FREE Jay Abraham pdf
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