…I think he would be saying some of the same things he was saying 85 years ago. I had never heard of Claude Hopkins until recently. I think I would have liked him. I also think he would have liked the marketing opportunities we have today with social media tools. Here’s something Claude wrote in his book, Scientific Advertising, back in 1923:

Remember the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising. Ads, say in effect, “Buy my brand. Give me the trade you give to others. Let me have the money.” That is not a popular appeal.

The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product. The ads are based entirely on service. They offer wanted information. They site advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks. Some of these ads seem altruistic. But they are based on the knowledge of human nature. The writers know how people are led to buy. Here again is salesmanship. The good salesman does not merely cry a name. He doesn’t say, “Buy my article.” He pictures the customers side of his service until the natural result is to buy.

Claude Hopkins, Scientific Advertising

I think Claude would agree that content is a good promotion strategy. He might even sing a little bit of “Old McDonald” with me.